The Internet advertising game is continually changing with both technology and marketing. Yesterday’s marketing strategy and technology will be supplanted and replaced tomorrow. Today, Web video advertising is becoming one of the most productive and fast-growing mediums in marketing.
If you’re interested in a great vacation, view Copper Mountain Ski
Because video advertising on the Internet is relatively new and has so far been mainly limited to big-name brands and firms, the smaller brands entering the arena are getting much more attention. This means bigger payoffs and returns for those who quickly embrace this new phenomenon.
The click-through and retention rates for video have been shown to be much higher and more productive than their static graphic counterparts, according to current metrics and analysis comparing video advertising with conventional Internet advertising. Top performing video advertisements have several things in common.
First, they create interactivity, user interest, and are generally entertaining or useful in some way. They are also usually under 4 minutes in length. They are often spread through social networks by those who enjoy them because they are fun to watch and informative. The spread through social networks is the Internet’s version of “word of mouth” which is something that all marketers strive for. It is grasped more often with video than with any other advertising medium online.
Several key advantages have been seen in favor of video advertising in recent marketing metrics. One of those are click-through rates (CTR). Play buttons quantifiably get more clicks than do static graphics. Image ads have an abysmal CTR of less than one percent while video has been shown to have a 2% to 5% CTR on average. Video CTR rises to 8% when you include user interactions like mouse overs, expansions, etc.
Interestingly, while this CTR is much better than most graphic-based ads, many marketers still see video as a “brand awareness” form of advertising rather than a direct-action form. This is a mistake, as video can be both. The CTR for video makes it possible to use it for immediate conversions, not just for brand awareness building.
Add to this that most viewers are likely to watch at least 2/3 of any video ad they see. So two minutes of any three minute ad are likely to be seen by the majority of viewers. Most video advertising is under four minutes in length while most aim for the 30-second television mark.
True Creative Visual built these metrics from a survey of over 2.7 billion video ad impressions in 2010. These numbers are based on a market-wide scale, not a small number of metrics. This makes the results all the more impressive.
So we see these key benefits of increased clicks, better retention rates, and viral media sharing (word of mouth). A stronger, more effective advertising campaign can come from video.
View Online Video Production to learn more about using video for website promotion.