OLV advertising: formats, advantages, effectiveness
Posted: Tue Feb 18, 2025 7:21 am
How to improve the effectiveness of an advertising campaign?
OLV: what is it and what problems does it solve
OLV (OnLine Video) format is short advertising videos on the Internet. OLV captures the upper part of the marketing funnel and performs the following brandformance tasks:
attracting users' attention;
increasing brand awareness ;
demand generation;
informing about a new product or special offers and promotions;
increasing coverage;
attracting new audiences and expanding the customer base.
Among the most popular platforms for OLV placement are the Yandex advertising network, social networks, online cinemas, and programmatic platforms.
Benefits of OLV Advertising
Today, users have developed banner blindness - they glance at the list of us mobile number database content and do not pay attention to the banner ads hanging on the site, located on the sides or at the top and bottom of the page. And the advantage of the OLV format is that if the videos are filmed dynamically, interestingly, brightly, then such advertising can attract much more attention than banner ads. And even more so than text and graphic blocks, which you need to read carefully to understand what is offered there.
If we compare video advertising in digital with promotion on TV, then among the advantages we will note the possibility of pinpoint targeting settings for a narrow target group. Also, video on the Internet opens up more scope for analytics: you can analyze not only what CTR and click-through rates the videos have, but also track deferred demand using post-click and post-view conversions, as well as conduct Brand Lift and Search Lift research. Another important advantage is lower costs for promotion on the Internet than on TV.
Another plus of the format is the possibility of viral promotion. High-quality and interesting videos hook people and they happily share them with friends, colleagues and loved ones, forwarding, commenting and liking. Such advertising is remembered and gets stuck in users' heads for a long time. For example, a video with an attractive blonde for the Russian car dealership JETCAR, which in 2023 advertised a premium Bentley car for its customers. The video spread around the world, and users began to shoot numerous parodies.
OLV: what is it and what problems does it solve
OLV (OnLine Video) format is short advertising videos on the Internet. OLV captures the upper part of the marketing funnel and performs the following brandformance tasks:
attracting users' attention;
increasing brand awareness ;
demand generation;
informing about a new product or special offers and promotions;
increasing coverage;
attracting new audiences and expanding the customer base.
Among the most popular platforms for OLV placement are the Yandex advertising network, social networks, online cinemas, and programmatic platforms.
Benefits of OLV Advertising
Today, users have developed banner blindness - they glance at the list of us mobile number database content and do not pay attention to the banner ads hanging on the site, located on the sides or at the top and bottom of the page. And the advantage of the OLV format is that if the videos are filmed dynamically, interestingly, brightly, then such advertising can attract much more attention than banner ads. And even more so than text and graphic blocks, which you need to read carefully to understand what is offered there.
If we compare video advertising in digital with promotion on TV, then among the advantages we will note the possibility of pinpoint targeting settings for a narrow target group. Also, video on the Internet opens up more scope for analytics: you can analyze not only what CTR and click-through rates the videos have, but also track deferred demand using post-click and post-view conversions, as well as conduct Brand Lift and Search Lift research. Another important advantage is lower costs for promotion on the Internet than on TV.
Another plus of the format is the possibility of viral promotion. High-quality and interesting videos hook people and they happily share them with friends, colleagues and loved ones, forwarding, commenting and liking. Such advertising is remembered and gets stuck in users' heads for a long time. For example, a video with an attractive blonde for the Russian car dealership JETCAR, which in 2023 advertised a premium Bentley car for its customers. The video spread around the world, and users began to shoot numerous parodies.