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Internet video is continuing to grow by leaps and bounds. While this growth has provided advertisers with many opportunities, it has also raised the bar for the level of quality and engagement that advertisers must reach with video. In an interview with WebProNews, AJ Vernet of the Digital Broadcasting Group talks about current trends and misconceptions regarding advertisers and online video.
While advertisers realize the need for customized and engaging content, they do not always understand that their video may not go viral. Vernet said a viral video is “a real moment happening.” Although competing with viral cat videos is difficult, advertisers can succeed by using creativity to create good online content.
The 30-second spot doesn’t work online. Instead, advertisers need to look beyond traditional tactics and look for new opportunities. Vernet said:
“I think what advertisers have to do is start thinking outside the box and say, how do I associate my brand with a cool piece of content or a theme…”
In the future, Vernet sees users going directly to the Web for content and being able to find a particular show on multiple sites across the Web. He believes the future is online and advises advertisers to invest more money toward online advertising and targeted video content.
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[...] AJ Vernet, presidente de vendas e Marketing do Digital Broadcasting Group, explica que, mesmo não se tornando um viral, um vídeo na internet pode fazer sucesso se o anunciante pensar em criar um conteúdo de qualidade, acima de tudo. “Os anunciantes devem começar a pensar fora da caixa, e dizer ‘como eu associo a minha marca a um conteúdo interessante?’”, esclarece Vernet, em entrevista à WebProNews. [...]
Everytime I encounter a video on a website, I am drawn to click it to investigate. Video is the hottest thing online. I wonder where all this is headed? I bet Google has a clue and a plan.
AJ,
You made some great points in this clip, however another one that occurred to me is strictly about SEO and conversion stats
Time with customers increases dramatically with video
How much money do brands spend on SEO traffic generating tactics and then on converting these clicks into customers? $$$$Millions! (and for good reason) the "side benefit" of a video conversation is the TIME you get with your targeted customers – nearly 100 times that of a strictly text based page. (60 seconds vs 6 seconds) If your average click off rate on a page is lets say 60 seconds – imagine how powerful adding a 2 min video become to help you increase page time to 2-4 minutes. Its such a good way to keep more of those inquisitive customers from clicking away.
With this same ecommerce video you can clearly instruct them on how to take the next step. I have seen page time triple with the addition of video. It has been show that the ore time a person spends on your site the more predisposed they are to buy from you.
Even if some people skip the video the point is that the ones that DO watch are more engaged with your brand and site. That is after all, a very desirable outcome for most online businesses.
I think it is also important to repeat that the videos I am referring to are NOT online commercials – they must be information people want and need. A 30 second spot showing how to put something together , or how to return the item, how to choose the right color product, all of these are the short spots that work online. They are simple and inexpensive to create – just like a good conversation!