The Internet advertising game is continually changing with both technology and marketing. What worked yesterday won’t necessarily work tomorrow and today’s technology may be replaced by tomorrow’s ingenuity. Currently, and for the foreseeable future, video advertising online is becoming one of the hottest trends and most productive types of marketing.
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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 obviously means that those who quickly embrace this new phenomenon will see big payoffs.
The retention and click-through 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.
These videos all create interactivity, user interest, and are generally entertaining or useful. They are also usually under 4 minutes in length. These are fun to watch and are sometimes spread through social networks and sites by people who enjoy them. This “viral” form of video advertising is the Internet’s word of mouth at play and is the Holy Grail for which all marketers reach. It is grasped more often with video than with any other advertising medium online.
Advertising metrics have shown several key advantages when it comes to how video advertising compares to other forms of Internet marketing. This includes click-through rates (CTR). Play buttons quantifiably get more clicks than do static graphics. Image ads have an abysmal CTR of less than 1% while video has been shown to have a 2-5% CTR on average. Video CTR rises to 8% when you include user interactions like mouse overs, expansions, etc.
Most marketers, despite this huge CTR for video, still view it in the same way they do graphic ads: as a means towards brand building. Video can be both, however. The CTR it holds should prove that, since those clicks can be converted into immediate sales just like any other direct-action advertising method.
Add to this that most viewers are likely to watch at least two thirds of any video ad they see. Most users will therefore see about 2 minutes of any 3 minute ad. 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. So we have a truly market-wide measurement for these metrics, not a small sample that might be skewed. Impressive results.
So we see these key benefits of increased clicks, better retention rates, and viral media sharing (word of mouth). So video can add up to a stronger, more effective advertising campaign.
Look at Online Video Production to learn more about using video for website promotion.