Almost every business has a website these days, although some are so boring that it is a wonder that anyone clicks on it. Some don’t have a business video much less a marketing video. There is no video advertising or the video advertising is so poor that it might as well have been left off. It is a guarantee that this type of website gets no more than a glance, if it gets a hit at all.
Lacking video advertising, a business website is like a book without pictures. Lacking marketing video, a website loses a valuable tool to gain customers. Lacking business video, a website foregoes the chance to brand itself with its audience.
Businesses have to invest in good business video and marketing video to make their websites really inviting to savvy web surfers and serious consumers. Video advertising cannot be underestimated in terms of keeping viewers long enough to make an impact or a sale. Video advertising cannot be underestimated as a draw in terms of search engines that serve up creative video content to web users. Video advertising is entertainment even when it is selling a product or brand.
Perhaps the most well-know example of video advertising is YouTube itself. YouTube serves up everything from amateur video to business video and marketing video. One day a person or business is anonymous and not making money and then, after well produced video, much of which is actually video advertising, they become a sensation on YouTube. This is the power that can be gained by a company that invests in business video and marketing video for their website.
This YouTube trend has led so many to surf the internet looking for the next great thing. Many times these consumers find content that is essentially video advertising, and here is the great thing for advertisers: consumers don't care if it is business video as long as they feel entertained. There is no reason why a business video shouldn’t be the next great thing. With business video and marketing video, a business website can overcome the yawn factor. With video advertising, a business website can get a steady increase in hits from search engines.
Small business have been flocking to the internet where they can invest in video advertising that will have a much bigger impact than it would on television. Business video and marketing video get used by serious shoppers as well as “window’ shoppers, who may become consumers with the click of a button.
Large corporations have known the secret of video advertising for years, but they are turning more and more to the internet as television video advertising proves less profitable. Where television relies on polling data to evaluate advertising and marketing video, the internet gives corporations the ability to find out exactly how many people looked at their business video.
With online video advertising, a business can keep track of how often their business video or marketing video gets a click. With online video advertising, a business also knows whether the consumer finished watching the business video or marketing video. This is key information. It gives the business owner a ‘yes’ or ‘no’ on video advertising and presentation. The business video can then be tweaked for better viewer retention or, if necessary, it can be replaced with a different business video. A marketing video can be evaluated for its motivational appeal by tracking whether or not the web surfer purchased the product that was marketed directly to them. It is possible, with the right information, to determine how the marketing video appeals to a demographic: male or female, young or old, economic status, etc.
Video advertising provides data on when their content is viewed. For instance, is their business video seen by consumers during the day? Is their marketing video viewed only at night? If this video advertising is profitable to their business, then the business video or marketing video can be kept as is. If not, then the business video or marketing video can be reworked to attract viewers during the hours where it profits the business the most.
With online video advertising, a business owner gets to control the content daily, weekly. Although the viewer chooses the website or clicks on the video, it is the business that created the marketing video that controls the message and can change the marketing video as conditions change.
Business video is not sandwiched between unrelated video advertising content as it is on television where one marketing video or advertisement is sandwiched between two, often distracting advertisements. This distraction is replaced by a viewer’s deliberate attention to the marketing video. The viewer is invested in the marketing video because he himself clicked on it. She chose the business video and so she finishes it.
Online video advertising also encourages dialogue with customers. With a click, customers can comment on a business video or marketing video. Using email, online chat or a contact link, viewers can respond with questions after viewing a marketing video, business video or other video advertising.
Good business video can also establish brand identity and ensure a company against future bad publicity. Essentially business video establishes the best and most positive impression of the business. Viewers should end the video with a positive feeling toward the company. Marketing video not only promotes the product; it doubles as a way to promote brand, create positive public relations, and ensure returning customer traffic.
Video advertising executives have latched onto online video advertising as a way to target the appropriate consumer. Instead of spending millions on hit-or-miss television ads, advertising execs are suggesting such methods as stealth advertising, where marketing videos are actually on entertainment websites with the hope that they will grab consumers. In a National Public Radio report on video advertising, Eric Hirshberg, a video advertising executive with Deutsh LA agency, noted that video advertising recognizes that the public wants to be 'charmed'. Good business video and marketing video can provide that creativity to charm viewers.
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