Online Video as an Advertising Channel
Online video has gone through a large cycle of innovation in the past year and grown into a highly effective platform for advertisers to connect with their audience.
As we become more digitally inclined and technology begins to catch up, American consumers will watch more and more video online. According to comScore American’s watched 28.1 Billion videos in February 2010. That is a lot of video watching. The great thing for advertisers is we get to take advantage of these eyeballs in a rich interactive medium.
Here are some more stats to back up reasons for engaging your audience through online video. 74% of the total U.S. internet audience viewed online video. Consumers prefer online video ads by a wide margin. Video ads have higher general recall, brand recall and message recall than traditional TV ads according to this study. They also mention that message recall has the greatest lift when utilizing both TV and Online video advertising. There are several types of advertising units available such as expanding video banners, page roll, pre-roll, video overlay and post roll. Take a look here for some examples and make sure you don’t use Auto-Start in your videos as this actually can harm you more than help you. Consumers want to choose when video starts and not have it distract them from the content they engage with.
So how can you capture a portion of the 28 billion that watched online video in February? Start with video ad networks. Companies such as Brightroll and Tremor offer creative solutions to engage your audience online. And if that doesn’t work you can always fall back on a creative solution that has legs such as the Serenading Unicorn from Juicy Fruit. Oh and don’t forget to optimizes your videos for search because this is one of the best ways you can garner traffic and awareness from your videos.
I would love to hear your comments on successful video campaigns you have launched or just plain good video ads you have seen online.
Could not agree more! I just stumbled upon this website YouTube put together publicizing it’s creative marketing uses. Cool stuff http://www.youtube.com/ytshowandtell
Kelly´s last blog ..Video as an advertising channel
My mantra for years has been for clients to consider they’re web presence as their personal TV station, and to load content appropriate to that goal.
Duh. Their.
Thanks for this post Ryan. One thing I’d comment is that videos play a role in a lot of industries. Take an ecommerce site like buy.com. They have a large collection of product specific video reviews. Videos in the scenario allow potential buyers to hear from trusted sources on the performance of the product and maybe even see the product in action.
I would venture to say that these product videos are essentially ads.
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[...] of incorporating video into your online presence. We have already discussed several of the positive and viral impacts of [...]
I agree with video being an effective tool for website traffic. It’s something that can be shared over and over again through a variety of websites, that all link back to your main website.
Mario Avila´s last blog ..It’s Time to Repay First-Time Homebuyer’s Tax Credit
Thanks Mario. We see a lot of use out of not only using it in banner ads but also with views on sites such as Youtube. It will become more and more prominent as technology advances.
Ryan´s last blog ..What to look for when hiring a social media agency
Some great info here, Ryan. Just getting started with my website and I’m excited to start adding video to it soon. Hard to believe that those kind of numbers were gathered in just one month…and the shortest one at that!
Matt Stupar´s last blog ..Make Money Like A Pirate
Great Blog! Always a pleasure to read it
Hi Ryan,
It’s interesting to note just how much video marketing has taken off since you wrote this post 18 months ago. Demand for my own video creation services got so crazy, that I’ve had to stop offering it so that I can focus on the rest of my Internet Marketing business!
Thanks for sharing some interesting stats.
Kind regards,
-John Landells.
[Internet Marketer]