Advertising videos in web pages may take over from TV adverts
Video addresses the appearance and tone persuaders while web-text doesn’t (Mark Richards)
The Use of Online Video has Only Scratched the Surface of the Possibilities
Online video advertising is set to grow as an increasing number of companies are realising the potential of this form of marketing.
Jamie Estrin, managing director of Web TV Enterprise, commented that using video clips to advertise products online is set to rise in popularity and has to date registered a growing uptake for both the first and second quarter of the present year. He pivoted the growing popularity of the marketing technique on the popularity and penetration levels of the internet. Mr Estrin pointed out that by using the World Wide Web, internet marketing consultants could tap and reach out to very niche and specific audiences.
He explained: “Because the web has so many niche content areas, the targeting opportunities are greater than there are in other mediums, especially TV.” That is by using web videos, companies are able to manage emarketing in such as way that allows them to connect and interact with their target audience in a profitable and effective way.
He further added that advertisers could maximise their impacts though the use of web analytics and metrics to better plan their marketing strategies. These software products are extremely efficient in predicting what would be the best medium to launch a product in order to allow consumers to interact with the brand and increase demands.
Recently, comScore announced the launch of Video Metrix 2.0 which has been specifically designed to assess the popularity and effectiveness of online video advertisements.
According to recent statistics made public by eMarketer, investment into online advertising is set to increase to $61.8 billion (£40.5 billion) across the world in 2010. In comparison, the sector had witnessed growth to $55.2 billion (£36.2 billion) in the past year.
Karin von Abrams, senior analyst at eMarketer, said: “The web is definitely taking on a central role in marketing activity for virtually all brands.”