Online Video Advertising

Both online video advertising and Internet radio advertising are likely to continue to expand their influence in the coming years. Each is able to accommodate itself to a variety of audiences and react with a flexibility which formerly had seemed out of the reach of traditional marketing processes used for radio and television advertisements. Lower costs and the global reach of these venues position them for the possibility of enjoying increased profitability and relevance to today's audiences. Entertaining, interactive messages also do their part in assuring that an advertiser's message will be heard and hopefully even enjoyed by people seeking an interesting, personalized experience.

Video has assumed a popularity on the web which has not yet reached its full potential. Over a quarter of consumers have revealed that they regularly watch online videos. Millions of streams of online videos are watched, and over a quarter of advertising marketers now use video to sell their products or services. This is effective for marketers and also lucrative for the creators of such materials. Besides all this there is an element of entertainment involved: videos (especially those which are well done) are just plain fun to watch.

An increasing number of households have access to broadband capabilities, which allows them to access a greater range of content. Visitors are quite willing to explore more of an interesting website, especially if there is an interactive element. Audiences are seeking entertainment as well as information. Rather than search through pages of text, consumers are far more willing to watch a video. This online video advertising can include information, product demonstration, testimonials from satisfied customers, and a level of interaction which is still not available through television advertisements. Video content is found not only in advertising, but also on gaming devices, personal video recorders, phones and other items.

Marketers who utilize online video advertising are especially concerned with reaching the youth culture, which has grown up in a video-saturated world. The familiarity with certain popular video sites is undisputed. Characters from these videos become topics of conversation at schools and students often chuckle together at references to well known videos which are unfamiliar to their parents. Music, graphics, cartoons, and excerpts from popular video games are intertwined into video advertising for this audience. Even the length of time for these offerings has changed as advertisers compete for the shorter attention spans of these sophisticated viewers. In many ad agencies, half of the clients are utilizing online videos, and this is likely to increase. Many are bypassing television advertising to cater directly to audiences who spend more time online than watching television.

However, older audiences are not being neglected by any means. Targeted information is available for these consumers as well, in areas which are appropriate. One interesting aspect of online video advertising involves using increasingly interactive websites for dispensing information about a great variety of medical issues and conditions. Consumers are able to choose from a selection of several personal guides to steer them through the site. Information is obtained in a private, non-threatening way while simultaneously, relevant products and services are offered. Especially in matters of personal health, be sure to check with a doctor before embarking upon a course of treatment. Remember, "He that is first in his own cause seemeth just; but his neighbor cometh and searcheth him." (Proverbs 18:17) In other words, get a second opinion!

It seems that Internet radio advertising also has great potential, although compared to video ads, it may seem to lag behind. This may be due to many factors, but one of these is that there has not been enough of a focus upon the difference between traditional and Internet radio advertisement. They may seem similar, and in many ways perhaps they are, yet in terms of being able to deliver an audience to a sponsor, there are significant differences. Internet radio advertising reaches a large part of the global market, yet audiences can be broken down into an endless range of niche groups. Buying local ads does not make sense for these global advertisers, since many listeners could not take advantage of far-away offers or services. However, sometimes when people register for players which enable them to receive Internet radio, they are required to register certain information. This may help place them in a demographic group. Later, offers can be tailored for individuals, and a level of response and interaction can be offered through the computer screen. Thus, products or services may be purchased and advertisements can be tailored for individual listeners. Internet radio stations (and radio advertising) are extremely customizable. Buttons on the screen can also lead listeners directly to the product's website for further information and the opportunity to purchase products.

There are two main types of radio ads. A gateway ad runs as soon as the Internet radio station is loaded, but before the real content of the station begins to stream. An instream ad, on the other hand, occurs in breaks between songs, much like in traditional radio stations. The success of advertising campaigns can be analyzed and changes made to accommodate the listener. Global manufacturers can select not only a demographic, but also the time when such individuals may be most likely to be listening and the conditions under which he or she is most likely to make a purchase (like near dinnertime, or after a certain type of song). The great flexibility behind both online video advertising and Internet radio advertising and their ability to address the needs and interests of niche groups make these powerful marketing tools.

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