In order to understand the evolution of online video advertising, one could first observe the fast transition from television to computers. About a decade ago, the TV set was the center of the house, the source of information and entertainment. Today, even though television still sells well, the computer is the one that we use most often. In fact, with a laptop in front of them, people tend to keep the TV on just for background noise or for the occasional news and football match.
With this obvious popularity in mind, business owners are starting to understand that the online space is much more suitable for promoting their products and services. In May 2012, Americans watched about 10 billion video ads; in January 2013, their number had already risen to a whopping 11 billion. The stats for the entire world population are even more impressive. Of course, these online views also lead to offline purchases and many companies that weren’t even resounding names on the market before the advent of the Internet, managed to stand out because they knew to seize the opportunity and work with professional online marketing agencies.
There are two explanations for why people watch so many ads: one one hand, because online ads are implemented in a smart way and they can’t be ignored. For example, YouTube and other video streaming websites show an ad before the actual video starts, which instantly equals exposure. On the other hand, Internet users love online ads. One doesn’t need to be an advertising expert to acknowledge that a lot of viral videos are ads. Marketing agencies begin to understand what clients want, so they make ads that tell a story. Some even subscribe to add channels on streaming websites and watch ads as they would watch video clips. Whether they are funny, sad, motivational or simply well made, they create a unique connection with the client and, most importantly, they travel fast. The best online ads are so well made that they could be seen as true works of art, not just simple commercials. They do, of course, promote the product, but they do it subtlety, by associating the brand with certain values or feelings. The ad pattern from the 80’s is no longer necessary.
Just because online video advertising is efficient doesn’t mean it’s simple or easy to do. A short 30-seconds ad can have days of brainstorming and months of processing behind it. In order to make the most out of your campaign, you need to analyze client preferences, associate ads with content they already like and, most of all, keep up with the times. This implies research, creative effort and a clear delimitation of your target audience. In addition, remember that the term “online” doesn’t refer only to laptops and desktop computers. More and more people are using their smart phones to view online content, so it would be a mistake not to contact a mobile marketing agency and see which strategies you can use to reach the clients who are always on the go.