Making The Switch To Online Video Advertising

by · March 23, 201211 comments

Editor’s Note: This is a guest post written by Samantha Peters, an avid blogger who writes about social media, digital marketing, and online communications.

The internet is still populated with the numerous banner ads that were a hallmark of its earliest days. But, on an advertising front, there’s no question where the marketing world is turning: Video.

There are many explanations for the newfound popularity of online video advertising — in this context, advertising that runs before, during or after online videos on sites like YouTube or before during or after the custom videos playing as content on news sites, blogs, entertainment sites and the like. For one thing, the growing use of streaming video sites – such as Netflix and Hulu – provides advertisers with limitless opportunities in the medium. Furthermore, video usage is favored by many site managers who seek the web traffic, social media integration, search result boost, and SEO benefits that video can provide. For example, even though video ads cannot be tagged, the medium’s inclusion on a site or blog — when done correctly with keywords, captions, correct sitemap formatting, relevant filenames, and cross-platform posting — can all drive SEO. And, finally, there’s no question that video translates into lower bounce rates among viewers – a fact that surely appeals to consumers and marketers alike.

A Lenovo ad that recently appeared on Mashable.comFor all these reasons, video advertising has become an increasingly standard tool for online marketers. If you’re considering the switch to this medium, you have likely been swayed by many of these arguments. But advertising through video requires a different approach than one would use for a standard text or graphical ad. What are these differences? What should the marketer keep in mind? Here are a few tips:

Consider the context

Marketers will usually consider the content of a given website upon which they place a banner ad, but less frequently will they consider the context – the actual nature of the text, videos, and/or pictures against which the ad is juxtaposed. This is because most people will create a natural disconnect between a banner ad and a piece of text.

But video is far more integrated, and a video advertisement can often bleed directly into the hosting video itself. Consequently, it is important that the message in the hosting video does not weaken or tarnish the one presented in the ad, lest the marketer needs to practice reputation management after a particularly offensive combination.

Sell an idea, not a destination

Non-interactive internet ads commonly serve to promote a given destination, for example, a website, where the advertiser wishes the viewer to visit. While video advertisements can still make it easy for people to click on a link and get transported to a site, this should never be a video’s explicit goal. Instead, the video should build a brand, an idea, or a product message that will, in turn,
hopefully drive site traffic. Think of it as a television commercial. Calls to action are great, but you’re trying to paint a picture of what your brand means.

Avoid a repetition fallout

There are pros and cons to the heightened attention that viewers allocate to video ads. The pros, of course, are that these viewers are more likely to become engaged in the advertisement and interested in the product message. The con, however, is that the heightened attention level will make an ad seem incredibly annoying once viewed several times. Since most ads will indeed be seen numerous times by any given viewer, it is important to minimize their potential to annoy by avoiding graphics, dialogue, and musical tunes that may come across as jarring.

These tips reflect some of the main differences between video and non-video advertising, meaning that they are helpful to consider when making the transition from the latter to the former. After all, while video advertising can certainly bring with it tremendous advantages and possibilities, it is important to adapt to the medium with a knowledge of its unique strengths – and limitations.

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Samantha Peters is an avid blogger who enjoys writing about that latest developments within social media, online video advertising, and digital marketing. Sam lives in sunny San Diego, California where she lives with her dog Leona and frequently writes for The Tech Update.

 

 

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog and signature Explore events. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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