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Video Marketing Its Different Manifestations
ust go through these facts fortunes of video marketing.
and figures: Well, video marketing is the next
big thing in the world of
· This [online video ads] could Internet marketing.
very well become the dominant
form of online advertising ... Video marketing entails the use
probably within the next 18 to 24 of video for conveying your
months”- Bob Hanna, senor vice message to the audience. Most
president of sales with Burst experts believe that videos are
Media-a group that offers more effective when it boils down
publisher sites to advertisers. to establishing an engaging and
interactive platform to
· Online video ad spend is to communicate with the target
surge by 89% in 2007 and is audience.
poised to grow and in 2010 will
be worth around $2.9 billion.- If you too are interested in
marketing vox. entering into the world of
‘online video marketing’, then it
· At some time early in 2010, one will augur well if you are aware
in 10 dollars devoted to internet about the various forms of video
advertising will go for video marketing.
placements- David Hallerman, a
senior analyst with eMarketer and Video advertising is one of the
author of the report ‘Internet basic forms of video marketing.
Video: Advertising Experiments & In case of video advertising, the
Exploding Content’ advertiser makes use of the video
that is already being run across
Well, if you have a sharp mind TV channels. Usually, the video
[and even if you don’t], you is edited to shorten the
cannot but notice the rising duration. This also makes the
video more appealing to the view the ad of the company ever
online audience. At times, the again. Hence the company will
video might be stripped of its loose viewers instead of gaining
sound to fasten the downloading them. And this will be a very big
speed. loss of opportunity.”
However, experts believe that Budhrani also adds that, “ People
running a same video for your are not going to spend their
Internet marketing campaign as bandwidth on ad that can be seen
well as on TV channels is not a on TV. In other words, if you
good idea. According to Amit I. have to capture the attention of
Budhrani of Alza Management the online audience, then you
Institute, ““ Most advertisers have to present them with fresh
feel that the content for a video content that is creative as well
advert can be borrowed from their as engaging.”
own TV commercials. However, this
is not the case. One needs to Ron Coomber of ITV agrees with
clearly differentiate between a the opinion put forward by Amit
video advert and an advertisement I. Budhrani of Alza Management
made for the TV. Video made for a Institute. According to Coomber,
TV can never replace video that “The conventional 30 second
is required for the Internet. And television commercial will not be
it will not make a good as effective when presented on
impression about the company in the Internet.” According to
the eyes of the people since they Lanctot of Avenue A/Razorfish,
can quickly make out that the ad "It's easy to repurpose TV Ads,
has been copied directly from the but it's not a good idea.
TV. If this happens then one is Everyone seems to agree, but they
likely to lose out on viewers keep doing it."
since people will not care to
However, winds of change are underlined word only if he can
slowly sweeping in. According to relate with that word. For
Treffiletti of Carat, “We have instance, a young mother might
some clients who have allowed us roll her mouse over words like
to actually shoot video for [the ‘bottle feeder’, ‘baby diapers’,
Internet]. In addition, when ‘infant care’ etc. This is
they're shooting a commercial and because as a mother of an infant,
they have the A roll and the B she can relate with these words.
roll, the B roll has a lot more
life now. We can actually use In-text video advertising is a
that extra footage." user-initiated form of
advertising. This means that the
The other form of video marketing video will be played only when
that has been attracting the the user opts to roll his mouse
attention of business houses and over a phrase or a word.
corporate sector happens to be
in-text video advertising. In Advertisers also have the option
this particular form of video of going in for ‘product
marketing, a video gets uploaded placement in video’. This form of
and subsequently played whenever video marketing is similar to
a user scrolls over an underlined ‘in-film’ advertising wherein the
text. product is placed in the video.
For instance, one can notice
Experts state that in-text video Omega watches in James Bond
advertising is a highly efficient movies. ‘Product placement in
method that can be precisely video’ works on the same line
targeted towards a particular except for the fact that the same
segment of the online audience. is done in the virtual world and
This is because a person will be through an online medium.
induced to take his mouse over an
The products are integrated in advertisers to deliver videos in
the online video. At times, the HTML [Hyper Text Mark-Up
viewers are also allowed to Language] and thus avoid
interact with the product in languishing in the receiver’s
question. This increased bulk or spam folder.
interactivity enhances the
engagement quotient of the Most experts believe that this
advertisement. form of video marketing has a
good potential especially
‘Advertiser funded video’ is one considering the fact that an
more manifestation of video increasing number of netizens are
marketing. Well, in this form of now opting for hi-speed broadband
video marketing, the advertiser connections instead of the
creates the content of the video traditional dial-up connections.
but the same is run on This is good news for those
third-party websites. The video opting for ‘direct video’ as
seeks to entertain, inform or research has proven that those
educate the viewers as well as to having broadband connections are
convey the information of the more receptive towards video.
advertiser to the target
audience. The growing popularity of such as
YouTube has opened up one more
One can also directly deliver the avenues for advertisers, business
video to the consumers via email. houses and the corporate sector.
This form of video marketing is One can place videos in social
known as ‘direct video’. However, network sites. According to a
this is a relatively new form of report that appeared in Reuters,
marketing and is yet to be “YouTube, the leader in Internet
exploited in a big way. The rise video search, said on Sunday
of Web 2.0 has allowed viewers have are now watching
more than 100 million videos per marketing. According to Jim Cook
day on its site, marking the of MobiADNews.com, “there are
surge in demand for its currently around 2.5 billion
“snack-sized” video fare. mobile handsets in the world,
YouTube, the leader in Internet roughly the same number as TVs
video search, said on Sunday and PC’s combined.”
viewers have are now watching
more than 100 million videos per Those conversant with Internet
day on its site, marking the marketing dynamics state that
surge in demand for its mobile users are showing a
“snack-sized” video fare.” tremendous appetite for videos.
As of MobiADNews.com puts it, “A
Experts state that this number of recent studies have
particular form of advertising shown that consumers are actually
has a great scope provided the very willing to receive ads on
videos feature original content their phones as long as certain
[that is the ideas for the video conditions are in place.”
are not directly uplifted from
the ads that are run on Most experts state that people
television] and are high on are willing to see videos on
creativity. their mobiles as long as these
videos are relevant to their
And if you do not want your video needs and desires. Similarly,
to get featured in a social viewers also expect something in
networking site, then you can return from the advertiser after
always have them displayed on watching his/her advert. Experts
mobiles. Well, experts state that also believe that mobile video
since the number of mobile users viewers want an assurance that
is showing a tremendous increase, they can opt-in or opt-out of the
one can go in for mobile video video.
According to the Interactive As Interactive Advertising
Advertising Bureau, UK, “there Bureau, UK puts it; “online video
are already many types of mobile takes this to the next level by
video ads available including delivering the content we love
banner ads, text ads, search ads, other portable video players.
short code response numbers in This leads to accessing video
print and TV and ads inserted content in entirely new places;
between levels of a game. living rooms and cinemas are no
Essentially, the choice available longer the only place to view
to advertisers is as large as video.”
that of internet advertising and
it is recommended that - in the same way as internet – marketers type="text/javascript">
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About the Author:
Punam Parab is a freelance writer who takes an active interest in the field of internet marketing and search engine optimization. She regularly writes articles that deal with the various facets of internet marketing and the developments taking place in the field of internet marketing.(http://www.alzains.com)
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