Marketing on Google: It’s Not Just Text Anymore, From the NY Times, covers how Google is teaming up with a Madison Ave. ad agency to create an integrated marketing campaign for the new Saturn Aura. Part of the campaign includes the use of video ads through Google AdSense For Content. With this campaign, Google is trying to draw attention to their click-to-play video ads and encourage the larger mainstream marketers to embrace these new types of online advertising.

As the popularity of online video continues to grow at breakneck speed, so will the importance incorporating video ads into the marketing mix. However, you can’t just take a 30 second broadcast TV commercial and slap it on the web. Inside Adwords recently posted a series of Video ads tips and tricks. The postings share some characteristics of the best performing video ads since their inception on the Google content network 3 months ago. Here are some of the key attributes in terms of imagery:

• Memorable Image: Your opening image must capture the user’s attention
• Text: include a few words to describe the product, service and/or company you are promoting.
• Call-to-Action: An opening image with a call-to-action is highly recommended. Informing the user that they can learn more by clicking play usually increases play rates.

And in terms of making it compelling:

• Key Messages: Because users may not watch your entire video, make sure you deliver your key messages early in the video.
• Keep it Engaging: Video should be entertaining, informational, and relevant.
• Short and Sweet: users start dropping off significantly if ads are longer than 45 seconds.
• Make it Audible: Video ads allow you to use both sight and sound to communicate with your consumers.
• Call-to-Action: Make sure you communicate to your users what you’d like for them to do.

And because Adwords has a ton reporting features, you can be constantly tweaking an ads content or distribution to maximize ROI.

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