More and more advertisers are embracing video as broadband continues to increase and ad serving technologies become more sophisticated. Online video advertising is really taking off. Users' attention can be captured and ads stand out from the crowd in an increasingly ad-crowded online environment. True, video formats cost five to ten times more to serve than standard banners and involve a lot more production and implementation work, but they may well be worth all of that if they achieve higher response rates.
Where to use online video if you want to maximize its effect is what advertisers should carefully consider. Video to be used on the Internet should focus on information and communication, while video to be used on television should focus on entertainment.
Like everything else, there are good and bad ways to use video advertising. Right now, most marketers are embedding their audiovisual content into existing embedded ad formats, such as banners, or over-content formats, such as pop-ups. Although this could reach a potentially large audience, viewers are likely to be less enthralled and more annoyed by these disturbing and distracting locations.
Video cached or streamed on a specific destination site offers the best chance of engaging consumers in brand messages, but it is not likely to reach a large audience unless it generates a viral result.
Whatever comes to mind, don't forget that it's easy to open and distribute. The size of the file is important, as is the format of the media. If your viral video was created for a particular type of software that not many people use, how will you get people to spread it like wildfire?
Also, if you have made a video, the impact will be better if you send the clip as an attachment instead of streaming it. It's cheaper, and if you don't host it, it's also more viral.
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