Stefan Dobrev - Blog
Affordable advertising
posted: 27. August 2009 - 18:11
Most of us watch youTube or Vimeo video content on a day-to-day basis. According to a e-Marketer report on consumer media habits the number of online video advertising viewers in the US has grown by over 8% in 2008 to over 67%, and is expected to grow to over 80% in 2012. This fact can't be left unnoticed by advertisers, however in order to utilize online advertising effectively, a highly targeted and personalized approach is needed. Global business is moving from mass-production towards mass-customization and personalization, and the internet is a fantastic medium to accomplish such goals. There are 3 major steps to success an advertiser can follow when creating a value-adding and successful advertising campaign.
The first step is to find ways to locate relevant content for their target audiences and then create complementary adverts that are in a position to add value to the viewing experience, rather than delaying it. Online viewers are better informed and more impatient than TV viewers. It is therefore important to keep the content simple, concise and straight to the point. A long advert can do more harm to a brand than good. A good website to visit related to this topic is www.placevine.com.
The second step is to use the innovative approaches to advertising that a computer platform enables you to use. Animations, pop-ups, interactive clips, short games etc. are all available as a means to increase the exposure of a brand in the online environment. Advertisers need to step out of their comfort zone with TV ads and enter the zone of unlimited opportunity through online advertising. Some websites that might be of help when considering such advertising opportunities include www.pixelfish.com and www.turnhere.com
Of course without being an integral part of a more complex and broad marketing plan, small video adverts will not be of any particular benefit to a given brand. Long and boring ads will not work with PC users because unlike TV, their choices are more or less unlimited. Therefore, short and quick integrated videos or animations could deliver better results in the long run.
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