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How creative can you get with video ads?
Online video continues to show strong growth in the US. As consumers time-shift their viewing or turn to the Internet for first-run programming, news clips and other content that trend is expected to continue. What can advertisers do to take advantage of the number of viewers? Create content that is entertaining, informative and drive traffic to their websites.
With more than 80% of the US online audience watching online video according to comScore, it is no wonder that advertisers are looking at sponsoring content and creating their own. Interactive video advertising technology platform Jivox reports 330% growth in 2010 as more brands and marketers signed on for video advertising.
Still, brands need to be careful about what content they put out there. According to Jivox CEO Diaz Nesamoney the key in video is to make the content interactive.
"I think video content closely resembles television and we all love watching television. We're just now watching on the go or at work," said Nesamoney. "On the [video] advertising side, video ads can be more descriptive of the brand or product than a banner ad can be. Video can create emotional appeal and, with online video, can create a two way street. Online content offers downloads, sharing features and the ability to give more information."
One problem many advertisers have is how to share video, but that may change in 2011. With so many consumers using social networks and actively looking for content, Nesamoney advises his clients to place content in as many places as possible. Rather than only uploading to YouTube, for example, the content should be uploaded to the brand's website, to the brand's social network pages, it can be tweeted and share and - above all - should include features so that viewers can immediately share the content with their personal network.
"It is interesting that Facebook is the second largest video content distributor behind YouTube now. Video is becoming more engaging and more interested," said Nesamoney. "Video began in-banner because of the canvas size, but what marketers are finding now is that if you can make the content more engaging you will get a bigger response. Marketers need to think about the content, the message and the shareability."
On the subject of content, can marketers go too far? Of course that depends on the brand, but according to Nesamoney there is room to get really creative in the online space.
"There are a lot of interesting things that brands can do in video - adding traditional clips to the main product video, for example. A commercial for a movie might be 15 seconds, but then it can allow a viewer to watch interviews with the stars or director, watch a 10 minute trailer, play trivia games, share through social networks, add in Twitter feeds. As consumers are engaging with ads they can get live updates of what other people are saying. It's about entertaining, information, educating and making it easy for the consumer to engage or buy," said Nesamoney.
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