Business information written specifically for newspaper advertising departments

Engaging Readers With Video

Ad departments can also increase revenue by creating greater interaction and engagement between readers and advertisements. A surefire way to create more interactive advertisements is by implementing video.

How do we bring readers back to the newspaper? It’s a question everyone is asking as readers can turn almost any corner (albeit digital ones) to find an easier and faster way to consume media. Both advertising and editorial departments are seeking solutions to engage readers and then maintain that audience. Newspaper editorial staffs across the country have suggested making the newspaper hyperlocal and including user-generated content in order to create a stronger interaction between the reader and the news. Although editorial and ad departments don’t always readily see eye-to-eye, they are striving for the same goal. Therefore, ad departments, who are asking the same question, can also increase revenue by creating greater interaction and engagement between readers and advertisements.

A surefire way to create more interactive advertisements is by implementing video. Surveys have shown that video has proven results in garnering a response from readers. One such survey conducted by The Kelsey Group found that “59 percent of those surveyed claimed to watch online video, and more than half said they engage in some sort of response activity.” This means your video ad will be more likely to incite a reaction from readers, whether they go to the website for more information or end up actually making a purchase.

Additionally, by its very nature, video is a more interactive medium compared to a static ad residing on the side of a website that may be overlooked by readers. A presentation made by Marketing Charts said, “User engagement and interaction are significantly improved in ads that leverage video and ‘richer’ rich media compared with GIF and simple Flash rich media advertisements.” If a reader is watching a video ad, they can watch an argument for a product or service actually develop before their eyes. Videos offer a narrative for the viewer, causing them to become more involved and invested in the ad.

Video advertising also offers more possibilities to be creative and innovative, so make sure to tell your advertisers to take full advantage of those qualities. If they use video just for the sake of staying ahead of the curve, but don’t take it to the next level by creating interesting visual dynamics or concepts, their endeavors will be a waste of time and resources.

When creating video ads, be sure to keep your audience in mind. The loss of readership in newspapers is in part due to the fact that there are much more convenient outlets available to viewers or readers. With convenience comes an insatiable need for instant gratification and a shorter attention span. Readers don’t necessarily want to take the time to read an article; instead they want supplemental video and photos to do some of that for them.

Similarly, video ads should make a point and make it relatively fast in order for the reader to remain engaged long enough to become interested in the product. Your advertisements should be short (30 to 60 seconds long), sweet and creative. Anything longer might get bypassed by the reader who is on the go, or wants to move on to their next website or article. Likewise, anything run-of-the-mill in design or concept will go unnoticed like many other Internet ads.

The Internet makes it possible for readers to consume mass amounts of media in a short amount of time. Ads often get left behind, almost as an afterthought on the sides of web pages. Your advertisers and ad department need to think of new ways to engage readers. Prove your worth to your advertisers by suggesting investment in video advertisements. By making the suggestion, you will offer readers a more dynamic and engaging experience with their ads.