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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Advertising for Green Businesses and Community Development > Internet & Email Advertising for Green Products & Services

Effective Web-Video Ads Focus on Viewers' Interests

Video advertising and marketing is young and sprouting fast. Here are some tips.

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Online Video Advertising and Green Viewership is Growing

Online video advertising such as on YouTube, Revver, Google Video...and the rapidly growing array of social and video sites isn't earning a lot of advertising revenue yet, but viewership is growing rapidly.

Much of the experimentation going on in this ad channel is because there are still so many unknowns. The latest parties to research the space are two of the Web's giants, AOL and Google, which have teamed with TNS to produce a study of video-viewing habits.

They found that online-video viewing steadily increases throughout the day, peaking in the evening, but that the heaviest viewers also watch in the afternoon.

As for online-video destinations, most users had

  • Requested a video-sharing site in the past month (77%),
  • Requested news sites (55%) and
  • Requested broadcast TV sites (49%).

Online Video Marketing Design Practices

And the study found there are a few important ingredients to online-video marketing -- at least in consumers' eyes.

  • After serving an ad, be ready to serve consumers who take action after seeing your video message.
  • Allow for interactivity and immediacy...make the video clickable.
  • How how to promote your video to your audience (Men 18-34 are most likely to use search engines; 18-34s with lower incomes (under $50k) are most liekly to talk offliine, and females 18-34 with lower incomes are most likely to share videos.
  • Context matters -- use behavioral and contextual targeting to your avantage. 52% say it's important for online video ads to fit their interests. And it's important for the ad to be relevant to the website's content.
  • 63% prefer ad-supported models vs. subscription models. 57% said they understand that online video advertising is important for keeping websites free.
  • Respect the viewer. Consumers feel pestered by many video ads they see.

Viral Branding

During the past four years, a company called Competitrack has identified more than 4,000 pieces of viral creative, ranging from microsites to videos to blogs, for clients such as Fidelity Investments. It classifies as viral a piece of content that tries to attract or engage an audience and supports mention of a brand, although it can also be a spoof of that brand.

The 10 biggest viral brands are: Nike, Anheuser-Busch, Microsoft, Volkswagen, Axe, Apple, Coca-Cola, Adidas, PepsiCo and McDonald's. You might want to check out their video advertorials to get ideas about what's working so well for them.

SOURCE: Advertising Age

Edited by Carolyn Allen, owner/editor of California Green Solutions
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