Q: My question is does video advertising really work? We’re planning a new company marketing video and I’m wondering whether we should get a video advertisement for our company website instead of a the dvd we’d planned.
A: Does video advertising work? This is a big question, one definitely worth a reply, and one that’s worth going back to basics to discover the correct answer.
But first I’ll make a leading and (I think) prophetic statement: Soon there will be a video for every web page. One per page.
We know that people watch tv far more then they read books.
And so it is with web pages. People report they mostly prefer to watch a video rather than read text on the webpage.
There are far more video stores than book stores. And far more videos sold than books. People tend to read books and magazines only when they haven’t access to video, such as when mobile on buses and trains. Also bear in mind that planes offer video entertainment, but include little in the way of relevant reading material.
So why expect people to want to read web pages?
People will always opt to view the video, so long as they have audiovisual and software facilities on their PC, and are allowed to stream video or rss feeds through their organisation’s network and firewall.
In support of this idea that there will soon be a video on every web page, here’s an analogy some will remember.
In the not-so-recent-ago early 80’s when microcomputer technologies first emerged, companies used to order “one PC for the office” and maybe “one PC for the boss”. This was one of the big events of the year. It was also a time when many accountants openly stated “we don’t need a computer. we have a perfectly good manual system thank you”. Yes, it’s hard to believe management could say this, but nonetheless it’s true.
And these days, in 2009, people don’t just have a PC each. They have two or three or more, changing them every year or so.
And so it is with web video developments today. The web page is a small video viewing platform, and it’s mostly free.
It’s in its infancy, but already we can see youtube and similar sites booming. Incidentally they’re now looking to increase their reach and accept paid features, such as video advertisements and paid downloads from professional publishers,and this is already creating a buzz among advertising agencies, who recognise they have millions of viewers (read consumers) and want a share in this future (one, incidentally, that giant Microsoft is struggling to get a piece of)
You can see video advertisement samples here
So to return to the original questions: Does video advertising work? And should we get a video advertisement instead of a DVD?
If your website is a major source of business revenue for you, ie, it generates sales, leads and enquiries, or promotes your brands or campaigns, then everything you can do to increase its growth and effectiveness should be done, including commission a video ad. Focus on this,especially if you’re already paying for adwords, clickz and impressions.
If your website isn’t there yet (you’re still living in 2008?!) as far as business building is concerned, but you’d like it to be, then video advertising has to be a consideration, one of this year’s innovations.
If you do opt for video advertising, then get this produced professionally, using a professional web video production company, partly because you need to put a lot of clear water between your company message and the proliferation of homemade amateur videos, games and internet video blogs, which although perhaps offering strong social content (like twitter and facebook), tend to look and feel of poor quality.
Spending money on a powerful story will get you a better result because the viewer will notice the difference. Don’t cut corners with commercial tools.
Formats aren’t a problem either, as flash video has become the industry standard for streams
Video advertising on the web isn’t just here to stay, it’s hardly begun. Interested? Great!