We can also re-purpose existing TV ads as well if we can access the raw source files. One option to keep in mind is creating a companion display banner to appear with the video pre-roll ad so that a static message appears on the same web page as the online video runs which tend to generate a higher CTR and conversion rate. Regardless of the creative choices made for these video pre-roll ads, typically these campaigns are more aware and branding efforts in comparison to lead generation alternatives like Pay Per Click, Search Engine Optimization and Email Marketing. Therefore, we encourage these campaigns to be packaged up with other marketing efforts since expecting opportunities to match conversions of those alternatives is not realistic.

An area of growth that also uses online videos, but has more promising lead generation results is using social media networks like Facebook and Instagram. It is not because of their large daily active user base since programmatic networks match and exceed it. Most likely it is due to higher engagement and viral sharing capabilities inherent to social media. Another option is running pre-roll video ads on YouTube since it is now the #2 search engine in the US and has certain options that are similar to Pay Per Click like Pay Per View (PPV) when watched for a certain amount of time. A form of online video ads that does lead to higher conversions is retargeting as various promotional videos can be A/B tested to determine which messaging leads to better results to entice former web visitors to click and convert. Retargeting can also be applied to email and drip campaigns as well as social media channels too.