Yes, I watch a lot of TV, and yes, I have a busy life, so I can't always watch the scheduled airing of "The Office," "Grey's Anatomy," or "Desperate Housewives." I can definitely download any of these episodes for $1.99 from iTunes, but why would I do when I can go the network's website and watch the full episode for free? Advertisers are catching on to this trend, and they are most definitely using it to their advantage. This isn't even limited to popular TV shows; some form of advertisement is being placed on nearly any and every online video clip they can get their hands-er, mice- on. In an article from The Wall Street Journal, the research firm eMarketing, Inc. says that the spending for online advertising will reach $4.3 billion in 2011, compared to the measley $410 million that was spent in 2006. In fact, Google even says that they are going to stop charging fees on their videos and just rely on just their ad revenue.
If you're tired of the many commercial breaks that occur throughout a 30 minute program, don't think that you can entirely escape that online... you actually respond to it better! There have been a few things that we viewers respond well to, as far as online videos advertising goes. For one, tickers, bugs, and overlays, which are graphic slides on the video that contextually target the consumer have generated good results. The graphic/ad is relevant to the viewer, and all the viewer has to do is click on the graphic to get more information about the product. Companies such as American Eagle has found success by launching webisodes, and Heavy.com and collegehumor.com are entire websites devoted entirely to online videos. Skins, which are advertising graphcis that surround the video screen, have also found to produce success. Ogilvy & Mather Advertising seems to think that their success in click generation is because they are not intrusive to the viewer. Actually, skins in addition to a 30 second commercial clip is found to be the most successful, according to statistics.
Supposedly, brand recall and purchase intention is found to be higher in relation to online video advertising, and a drop in traditional media may be on the rise. Given that the world of online advertising changes on a daily basis, is it completely wise for an advertiser to put all of their eggs in one basket? It's risky, but in I think that an advertiser needs to do what they can to generate the best results. Any advertising, whether online or traditional, continually changes in some great or small aspect, and right now, online videos are hot.
If you're tired of the many commercial breaks that occur throughout a 30 minute program, don't think that you can entirely escape that online... you actually respond to it better! There have been a few things that we viewers respond well to, as far as online videos advertising goes. For one, tickers, bugs, and overlays, which are graphic slides on the video that contextually target the consumer have generated good results. The graphic/ad is relevant to the viewer, and all the viewer has to do is click on the graphic to get more information about the product. Companies such as American Eagle has found success by launching webisodes, and Heavy.com and collegehumor.com are entire websites devoted entirely to online videos. Skins, which are advertising graphcis that surround the video screen, have also found to produce success. Ogilvy & Mather Advertising seems to think that their success in click generation is because they are not intrusive to the viewer. Actually, skins in addition to a 30 second commercial clip is found to be the most successful, according to statistics.
Supposedly, brand recall and purchase intention is found to be higher in relation to online video advertising, and a drop in traditional media may be on the rise. Given that the world of online advertising changes on a daily basis, is it completely wise for an advertiser to put all of their eggs in one basket? It's risky, but in I think that an advertiser needs to do what they can to generate the best results. Any advertising, whether online or traditional, continually changes in some great or small aspect, and right now, online videos are hot.
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