Online Video Ads: What Small Biz Advertisers Need To Watch For
According to comScore, U.S. Internet users watched 11.5 billion online videos in March, 2008. The average viewer watched nearly three hours of video online. These statistics make video an attractive means for advertisers to reach their audience, and in turn, a potential windfall for online video hosts such as YouTube and Google. So far, however, online video sites are finding that users want to be entertained with online video and not necessarily watch commercials. So how do small business advertisers effectively tap into the online video craze and relay their messages to target audiences? Well, that opportunity is here but is not always easy to figure out.
Here are some things that advertisers will want to consider as they ponder their first – or next – online video advertising campaign.
Understand how consumers use commercially-oriented videos in their search and buy process. Consumers watch non-commercial videos on YouTube for entertainment. Unless your video is funny, informative, or entertaining in some way, it’s unlikely that people will simply want to watch it. However, when consumers need a product or service, they are active and more willing to view content like video to help in their buying process. Consumers typically will watch online videos when they are trying to finalize a vendor selection or purchase decision. That is why local search and IYP sites may offer the best opportunity to get in front of the right audience that has the “right” mindset.
Know who to target and where to reach them. Is the audience local or national? If national, advertisers will obviously want to take a broad-based approach and focus on some of the larger search sites. For many small businesses, however, local targeting is more important. If this is true, the advertiser will need to find ways of getting their video to display where the local audience will see it, including local media sites, newspapers, and local search sites, such as Internet Yellow Pages (IYP) sites.
Decide on the appropriate type of video and determine the cost… Continued.
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