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Online Video Commercials are the future of internet advertising

Guest post by: Greg Pipe

Article Overview: In the last 10 years Internet advertising has grown at a tremendous rate until it’s become the largest form of advertising in the UK. However, with this growth we have also seen massive change in how we use the Internet to advertise. As people’s consumption and tastes have moved on, so has how companies use the Internet to reach us with their marketing messages.

Online Video Commercials are the future of internet advertising

In the last 10 years Internet advertising has grown at a tremendous rate until it’s become the largest form of advertising in the UK. However, with this growth we have also seen massive change in how we use the Internet to advertise. As people’s consumption and tastes have moved on, so has how companies use the Internet to reach us with their marketing messages.sustainable-eco-videos

Pay Per Click and Banner ads have been around for years, but more recently we’ve seen the growth in use of video commercials as an alternate way of reaching consumers.

Online Video Content

More than 52% of Internet content today is in the form of video. Video is so popular that it is usurping all of the previously top ranked websites in those coveted first page positions—and it’s staying there. Also, video commercials can bring brands and services to life in ways that static images simply can’t and coupled with the interest search engines have to catalogue and show video content, the opportunity to be found quickly and easily with an attractive message is proving incredibly popular.

Benefits of Online Video

• Audiences have high interaction rates with video ads, users click the “Play” button more than they click on image ads

• On average video ads are typically played two-thirds of the way through and video ad click rates are far higher than those of image format ads

• As a result, we see that online video tends to offer high conversion rates as it offers a more compelling experience for users and can often provide the necessary last push that a customer needs to actually make a purchase

• This is borne out with research showing a decrease in shopping cart abandonment rates, a reduction in the return rates of goods and an overall lift in product sales

Route to market

With sites such as YouTube allowing customers to build their own channels and subscribers, it has meant that companies can very easily add video content about products and events etc. However, to date the quality of this content has been rather erratic, ranging from broadcast TV quality down to the more often shaky camcorders or webcams.

Obviously the lower end of this scale is not ideal for a business trying to promote themselves professionally and certainly doesn’t lead to a very nice consumer experience. None of us would expect a company to buy a half page advertisement in a newspaper and then run something they had put together using Word. Whether it came from an agency or from an in-house design team, they would get professionally designed ad copy to run in their half page space.

Why should companies look to engage in video advertising?

PPC advertising is effective but it’s also highly competitive, with many companies now feeling that the ROI is not good enough. Banner adverts are also available, however recent research is indicating that again, poor conversion rates are turning businesses off this method.

At The Media Cube our aim is to show companies how they can move confidently into providing online video content to their customers, which helps build leads into their business and from that, sales.

How does it work?

We work from either static digital images, supplied by our clients, all the way through to having a camera crew onsite to shoot bespoke footage.

However, as we’ve discussed in other blogs, producing content is really just the first step. Once a video has been completed it’s important to make sure it’s promoted. Companies need to ensure that their videos are:

• submitted to multiple video hosting services such as YouTube, Yahoo Video, Revver, etc.

• submitted to social bookmarking sites

• promoted by creating blog articles from the video titles and descriptions

It’s this promotion that dives links to their videos and from there to their websites.

Online video content can be used in so many ways, as commercials in the traditional sense, as live demonstrations of products, as video blogs or even to cover news related stories to their company or industry.

However you want to use them, video content should be a major part of your online marketing strategy.

To find out more about how we can help you develop this approach, please contact us.

Related Articles
  Small Business Using Video
  Could online search video advertising be next?
  Starbucks Commercials
  Differences Between Marketing Your Business Online Vs. Offline
  How To Find Online Video Sites

Article Tags: future of internet, internet advertising, marketing, massive change, video commercials, video seo, website video



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