Increasingly advertisers are adopting video in their marketing efforts, as broadband continues to rise and ad-serving technologies become more sophisticated. Online video advertising is really taking off. Users attention can be captured and adverts stand out from the crowd in a progressively ad-cluttered online environment. It is true that video formats cost five to ten times more to serve than standard banners and they involve a great deal more production and implementation work but they might well be worth all of that if they achieve greater response rates.
Where to use online video if wishing to maximize its effect, is what advertisers must carefully consider. Video to be employed on the Internet should be information and communication focused whilst video to be utilised on television should be centered on entertainment.
Like everything else, there are good ways and bad ways to use video advertising. Right now most marketers are integrating their audio-visual content into existing embedded advert formats like banners or over-content formats like pop-ups. Though this may reach a potentially large audience, viewers are likely to be less captivated and more irritated by these disruptive and distracting placements.
Cached or streaming video on a particular destination site provides the best opportunity of interesting consumers in brand messages, but it is not likely to reach a large audience unless it generates a viral outcome.
Whatever you come up with, do not forget to make it easy to open and disseminate. File size is important, as is the media format. If your viral video has been produced for a particular type of software that not a lot of people use, how will you get people to circulate it like wildfire?
Also, if you have made a video the impact will be more beneficial if you send out the clip as an attachment rather than stream it. It’s cheaper and, if you’re not hosting it, it’s more viral, too.
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