We have all seen the pre-video commercials on Google’s YouTube that play before your chosen content starts up. And we all probably wait for the very moment that we can click the “Skip Ad” button . While YouTube has been around for over 10 years, commercials have only really been prevalent for 5 years or so.
With anything relatively new, there is a learning curve and marketers are beginning to understand that this format should not be treated like a normal TV spot. It requires a different thought process.
“Storytelling has changed. With television, there is a beginning, middle and end. A digital campaign- there is no real end. Once you put it out there, what it becomes is another part of the idea…” stated David Droga, Creative Chairman of Droga5.
Emily Anderson, Creative Director at Ogilvy added, “The number one thing would be, who do you want to watch it? And then start there and work backwards.”
As the storytelling aspect of YouTube advertising is refined, it should be noted that the formats are ever evolving and marketers will need to adapt as new technologies emerge.
New Advertising Technology Coming to YouTube
Standard YouTube commercials may quickly become a thing of the past as new formats are developed. Jaunt is working with Bud Light to introduce experiential, 360-degree video ads to YouTube.
As Virtual Reality becomes mainstream, Google’s YouTube is at the front of the pack of early adopters. The new technology allows viewers to not only view the video but also interact and experience it by enabling them to drag and view the entire scene in a 360-degree radius.
YouTube Ads product manager JR Futrell states that the new 360-degree format is “a truly mobile-first video ad product,” – something worth noting considering half of YouTube’s views come directly from smartphones and tablets.
Major consumer brands are jumping on-board and gradually perfecting the art of storytelling through these new, unique formats. Nike, A-B InBev and Coca-Cola are examples of some of the brands leading the charge.
But what’s next? As VR headsets become more prevalent, brands, and content providers alike, will be able to provide even more immersive and interactive experiences. Google already has a cardboard VR headset that you can place your phone in to get the full experience and it costs next to nothing to obtain one.
As VR hardware like Oculus Rift becomes more readily available (and cheaper), the possibilities for delivering VR content are truly endless.
If you’re interested in learning more about the newest advertising technologies and how they can help your brand, shoot us a message.