I’m starting to come around to the idea. You’ve most likely seen one of those banner ads that all of sudden starts playing a video advertisement right next to you as you’re trying to read something. Admittedly, I can’t help but take notice and I’m pretty sure you’re also taking notice. This means small business marketers might need to get familiar with this trend and plan for the day their static banner ads are extinct.
eMarketer recently reported that half of the US population will watch online video by next year. Additionally, they also reported that video ad spending will increase 89% over last year to reach $775 million this year.
“One is the uncertainty about what the audience will accept, with questions about where in the content the ad will run and how long it will run for,” said David Hallerman, a senior analyst and author of the report. “The other is the difficulty gathering together enough video ad inventory, with questions about ad placement and how to monetize the billions of user-generated video streams.”
I did a quick search to see what other bloggers had to say about this and I found some interesting opinions. Howard Owens questions what “professionally produced” means in a study he reference while Andy Beal questions if online video advertising can really have this type of growth when mediums such as search marketing are easier to implement and are more accountable. In another article, Michael Pick has a great outline of a new online video advertising service from LiveRail.
I’m at the information gathering phase right now for video advertising. Here are some of my questions:
- How feasible is it to produce a set of videos for online video advertising?
- What are the costs associated with the production?
- How long or short should they be?
- In what formats should they be produced and how do you optimize for online delivery?
- How do you get across branding, messaging, etc. in the short video?
I could go on and on. But, the good news for you is that I’ll eventually find the answers I need and report back. In the meantime, have you experimented with video advertising and if so, can you share your experience and give the rest of us some tips?