Online video advertising
The opening of global broadband floodgates and the quest to new or improved versions of already sophisticated ad-serving technologies present big challenges and bigger opportunities to today's internet marketer. Online video advertising provides a better consumer experience. It is nothing new today, as people see videos on websites developed for several different purposes.
Many companies testify today that their sales have grown 400% to 1000% since adding a simple 'how-to' video that describes the usability of the products they sell. Including videos of any size is a no-brainer today as people access the internet through high-speed broadband internet connections, which come with unlimited data transfer plans. Online video advertising is not just about uploading great looking videos, but also about presenting them in the most relevant form to potential customers.
Most websites today have to provide entertaining content to their visitors. Interactive video enhances user experience and the visitors will be entertained during their time on the website. Once people are in the entertainment mode, they will return to your website, and it is easier to sell to people who visit your website quite often.
People shift focus from information to entertainment - this is the biggest challenge for advertisers causing them to have to brainstorm ideas for better utilizing online video advertising. People come to your website, they get entertained, and then they leave your site. The result – your broadband is used up and nothing else. Maximum utilization of video content requires careful planning and meticulous implementation.
Online video advertising accounts for only a tiny fraction of total amount spent on online advertisements. It is however seeing growth that exceeds 60%. The young adults of today have grown up seeing video everywhere – at home, in theater, and at malls. Online video advertising is just TV advertising extended to the internet. The difference is that people can click on the banner ad video and go straight to the website where they can find more video that tells them everything they want to know about the products and guides them to placing an order.
Other challenges include targeting the position of online video ads, instead of randomly buying advertising real estate. Creating video content exclusively for the internet medium is also important. The same content may not give the same results for both TV and online advertising. It is important that you have video content optimized for viewing inside a website.
There is also no standard format for online video advertising. All of these problems will be eliminated as the technology becomes robust.
Major advertisers like General Motors, Pfizer, and Johnson & Johnson have already used online video advertising for product promotion and for brand image enhancement.
Online video advertising can bring more visitors to your website and can convert more visitors into customers. The video content that publicizes your website on other websites can be different from the video on your website that tells your potential customers how to use your products. With strategic planning, online video advertising can make you unique and increase ROI.