When VideoAds are embedded as banner ads in online publications, the click-to-play thumbnail is the image that appears in the Player behind the play button.
For example, here is the click-to-play thumbnail for a Japanese restaurant VideoAd.
Japanese restaurant VideoAd thumbnail
This attractive thumbnail seems likely to appeal to sushi enthusiasts. But, when it comes to thumbnails, “seems likely” simply isn’t enough.
The click-to-play thumbnail may be the most important determiner of how many views a VideoAd gets. In a recent study, we found that changing the click-to-play thumbnail resulted in view-rate increases of between .20 to .70%.
Clearly, it’s in the best interest of advertisers and publishers alike to make these thumbnails as attractive and inviting as possible.
So, as a Mixpo VideoAd creator, how do you ensure effective thumbnails? Here are two easy-to-follow, concrete suggestions:
- Consciously choose each thumbnail. Don’t let thumbnails choose themselves.
- Actively test different thumbnails to see which generate more views.
Consciously choose each thumbnail
In most cases, your advertisers will give you content from which to create their VideoAds. For example, an advertiser might give you some existing TV footage, a previously-created video clip, or a series of photos.
When I say don’t let the thumbnail choose itself what I mean is that you mustn’t let an advertiser’s creative determine the thumbnail by default.
What if an advertiser gives you existing footage in which the content is fine but the initial thumbnail options are all visually boring?
Armed with the knowledge that, in the Mixpo Studio, the first visual element on the Timeline sets the click-to-play thumbnail, here is how you might proceed:
- Explain to the advertiser the importance of the click-to-play thumbnail.
- Ask the advertiser for, or search our stock or some other image library for, the most inviting, relevant picture the advertiser or you can find.
- Upload that picture to the advertiser’s VideoAd and position it as the first element on the Timeline.
- Give the picture a duration of 2 seconds. You might also want to uncheck Use Zoom Effect.
- Save and publish to make the 2-second picture the click-to-play thumbnail.
Take a look at the following images. Except for their thumbnails, the two VideoAds are identical. Which thumbnail do you believe will attract more viewers? Why?
Conscious thumbnail
Default thumbnail
How do I add text to click-to-play thumbnails?
Test different thumbnails to see which generate more views
Choosing an effective click-to-play thumbnail doesn’t have to be a game of chance. Using the ad rotation feature in the Mixpo platform, you can easily duplicate VideoAds and test different thumbnails to see which generate more views.
Easily duplicate VideoAds for ad rotation
Ad rotation means running different versions of a VideoAd in the same Player and analyzing the performance of the versions over time.
This a-b testing not only clearly demonstrates which specific thumbnail one advertiser’s customers prefer. It also builds your general knowledge about what makes thumbnails effective and contributes to the overall success of all of your ad campaigns in the future.