Video Marketing Its Different Manifestations

Video Marketing Its Different Manifestations



Just go through these facts and figures:

· This [online video ads] could very well become the​ dominant form of​ online advertising ... probably within the​ next 18 to​ 24 months”- Bob Hanna,​ senor vice president of​ sales with Burst Media-a group that offers publisher sites to​ advertisers.

· Online video ad spend is​ to​ surge by 89% in​ 2018 and is​ poised to​ grow and in​ 2010 will be worth around $2.9 billion.- marketing vox.

· at​ some time early in​ 2010,​ one in​ 10 dollars devoted to​ internet advertising will go for video placements- David Hallerman,​ a​ senior analyst with eMarketer and author of​ the​ report ‘Internet Video: Advertising Experiments & Exploding Content’

Well,​ if​ you​ have a​ sharp mind [and even if​ you​ don’t],​ you​ cannot but notice the​ rising fortunes of​ video marketing. Well,​ video marketing is​ the​ next big thing in​ the​ world of​ Internet marketing.

Video marketing entails the​ use of​ video for conveying your message to​ the​ audience. Most experts believe that videos are more effective when it​ boils down to​ establishing an​ engaging and interactive platform to​ communicate with the​ target audience.

If you​ too are interested in​ entering into the​ world of​ ‘online video marketing’,​ then it​ will augur well if​ you​ are aware about the​ various forms of​ video marketing.

Video advertising is​ one of​ the​ basic forms of​ video marketing. in​ case of​ video advertising,​ the​ advertiser makes use of​ the​ video that is​ already being run across TV channels. Usually,​ the​ video is​ edited to​ shorten the​ duration. This also makes the​ video more appealing to​ the​ online audience. at​ times,​ the​ video might be stripped of​ its sound to​ fasten the​ downloading speed.

However,​ experts believe that running a​ same video for your Internet marketing campaign as​ well as​ on​ TV channels is​ not a​ good idea. According to​ Amit I. Budhrani of​ Alza Management Institute,​ ““ Most advertisers feel that the​ content for a​ video advert can be borrowed from their own TV commercials. However,​ this is​ not the​ case. One needs to​ clearly differentiate between a​ video advert and an​ advertisement made for the​ TV. Video made for a​ TV can never replace video that is​ required for the​ Internet. And it​ will not make a​ good impression about the​ company in​ the​ eyes of​ the​ people since they can quickly make out that the​ ad has been copied directly from the​ TV. if​ this happens then one is​ likely to​ lose out on​ viewers since people will not care to​ view the​ ad of​ the​ company ever again. Hence the​ company will loose viewers instead of​ gaining them. And this will be a​ very big loss of​ opportunity.”

Budhrani also adds that,​ “ People are not going to​ spend their bandwidth on​ ad that can be seen on​ TV. in​ other words,​ if​ you​ have to​ capture the​ attention of​ the​ online audience,​ then you​ have to​ present them with fresh content that is​ creative as​ well as​ engaging.”

Ron Coomber of​ ITV agrees with the​ opinion put forward by Amit I. Budhrani of​ Alza Management Institute. According to​ Coomber,​ “The conventional 30 second television commercial will not be as​ effective when presented on​ the​ Internet.” According to​ Lanctot of​ Avenue A/Razorfish,​ "It's easy to​ repurpose TV Ads,​ but it's not a​ good idea. Everyone seems to​ agree,​ but they keep doing it."

However,​ winds of​ change are slowly sweeping in. According to​ Treffiletti of​ Carat,​ “We have some clients who have allowed us to​ actually shoot video for [the Internet]. in​ addition,​ when they're shooting a​ commercial and they have the​ a​ roll and the​ B roll,​ the​ B roll has a​ lot more life now. We can actually use that extra footage."

The other form of​ video marketing that has been attracting the​ attention of​ business houses and corporate sector happens to​ be in-text video advertising. in​ this particular form of​ video marketing,​ a​ video gets uploaded and subsequently played whenever a​ user scrolls over an​ underlined text.

Experts state that in-text video advertising is​ a​ highly efficient method that can be precisely targeted towards a​ particular segment of​ the​ online audience. This is​ because a​ person will be induced to​ take his mouse over an​ underlined word only if​ he can relate with that word. For instance,​ a​ young mother might roll her mouse over words like ‘bottle feeder’,​ ‘baby diapers’,​ ‘infant care’ etc. This is​ because as​ a​ mother of​ an​ infant,​ she can relate with these words.

In-text video advertising is​ a​ user-initiated form of​ advertising. This means that the​ video will be played only when the​ user opts to​ roll his mouse over a​ phrase or​ a​ word.

Advertisers also have the​ option of​ going in​ for ‘product placement in​ video’. This form of​ video marketing is​ similar to​ ‘in-film’ advertising wherein the​ product is​ placed in​ the​ video. For instance,​ one can notice Omega watches in​ James Bond movies. ‘Product placement in​ video’ works on​ the​ same line except for the​ fact that the​ same is​ done in​ the​ virtual world and through an​ online medium.

The products are integrated in​ the​ online video. at​ times,​ the​ viewers are also allowed to​ interact with the​ product in​ question. This increased interactivity enhances the​ engagement quotient of​ the​ advertisement.

‘Advertiser funded video’ is​ one more manifestation of​ video marketing. Well,​ in​ this form of​ video marketing,​ the​ advertiser creates the​ content of​ the​ video but the​ same is​ run on​ third-party websites. the​ video seeks to​ entertain,​ inform or​ educate the​ viewers as​ well as​ to​ convey the​ information of​ the​ advertiser to​ the​ target audience.

One can also directly deliver the​ video to​ the​ consumers via email. This form of​ video marketing is​ known as​ ‘direct video’. However,​ this is​ a​ relatively new form of​ marketing and is​ yet to​ be exploited in​ a​ big way. the​ rise of​ Web 2.0 has allowed advertisers to​ deliver videos in​ HTML [Hyper Text Mark-Up Language] and thus avoid languishing in​ the​ receiver’s bulk or​ spam folder.

Most experts believe that this form of​ video marketing has a​ good potential especially considering the​ fact that an​ increasing number of​ netizens are now opting for hi-speed broadband connections instead of​ the​ traditional dial-up connections. This is​ good news for those opting for ‘direct video’ as​ research has proven that those having broadband connections are more receptive towards video.

The growing popularity of​ such as​ YouTube has opened up one more avenues for advertisers,​ business houses and the​ corporate sector. One can place videos in​ social network sites. According to​ a​ report that appeared in​ Reuters,​ “YouTube,​ the​ leader in​ Internet video search,​ said on​ Sunday viewers have are now watching more than 100 million videos per day on​ its site,​ marking the​ surge in​ demand for its “snack-sized” video fare. YouTube,​ the​ leader in​ Internet video search,​ said on​ Sunday viewers have are now watching more than 100 million videos per day on​ its site,​ marking the​ surge in​ demand for its “snack-sized” video fare.”

Experts state that this particular form of​ advertising has a​ great scope provided the​ videos feature original content [that is​ the​ ideas for the​ video are not directly uplifted from the​ ads that are run on​ television] and are high on​ creativity.

And if​ you​ do not want your video to​ get featured in​ a​ social networking site,​ then you​ can always have them displayed on​ mobiles. Well,​ experts state that since the​ number of​ mobile users is​ showing a​ tremendous increase,​ one can go in​ for mobile video marketing. According to​ Jim Cook of​ MobiADNews.com,​ “there are currently around 2.5 billion mobile handsets in​ the​ world,​ roughly the​ same number as​ TVs and PC’s combined.”

Those conversant with Internet marketing dynamics state that mobile users are showing a​ tremendous appetite for videos. as​ of​ MobiADNews.com puts it,​ “A number of​ recent studies have shown that consumers are actually very willing to​ receive ads on​ their phones as​ long as​ certain conditions are in​ place.”

Most experts state that people are willing to​ see videos on​ their mobiles as​ long as​ these videos are relevant to​ their needs and desires. Similarly,​ viewers also expect something in​ return from the​ advertiser after watching his/her advert. Experts also believe that mobile video viewers want an​ assurance that they can opt-in or​ opt-out of​ the​ video.

According to​ the​ Interactive Advertising Bureau,​ UK,​ “there are already many types of​ mobile video ads available including banner ads,​ text ads,​ search ads,​ short code response numbers in​ print and TV and ads inserted between levels of​ a​ game. Essentially,​ the​ choice available to​ advertisers is​ as​ large as​ that of​ internet advertising and it​ is​ recommended that - in​ the​ same way as​ internet – marketers select only the​ forms beneficial to​ their brand and campaign.”

Thus,​ there are various forms of​ video marketing. Advertisers,​ wishing to​ use this form of​ Internet marketing,​ should carefully weigh the​ pros and cons of​ each form of​ video marketing. They should also weigh their intentions and objective campaigns of​ their online marketing campaign against each form of​ video marketing and select the​ one that will help them to​ gain maximum mileage.

As Interactive Advertising Bureau,​ UK puts it; “online video takes this to​ the​ next level by delivering the​ content we love other portable video players. This leads to​ accessing video content in​ entirely new places; living rooms and cinemas are no longer the​ only place to​ view video.”




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