Benefits of online video advertising over traditional TV advertising
Video has always been a great way to advertise your products or services. However, TV spots are often out of reach for small businesses looking to get a significant media exposure. The internet has changed that in a big way as smaller companies can now quickly get slick looking videos up online, and have them seen by a lot of people in a very short period. Some bigger companies and media buyers are starting to steer away from TV in favor of advertising on the small screens. There are many reasons why this is a good move. Let’s look at 5 convincing arguments for online video advertising:
Getting an ad on TV is not cheap, especially if you are looking to reach a lot of people at prime time. There isn’t just the cost of producing the video to consider, you must pay the TV stations for your advertising spots. Getting an ad on prime time has the best reach. However, the prices being asked for those spots are astronomical. On the other side, high quality recording equipment is more affordable than ever, and there are many free and low-cost editing tools available online that help you get the video ad look professional but still on a budget. You can then show and target the video ads on individual publisher’s websites and on video ad networks. Having more options and channels helps online video ad rates stay very competitive.
More Targeting Options
Advertising on TV is a lot like throwing everything at the wall and waiting to see what sticks. It’s almost impossible to specifically target a specific audience as the demographics are changing dramatically, you can never really tell when they will be watching. With online video advertising, you can set up ad serving in a way that will ensure that your ads are shown on demand and on sites that are relevant to what you are selling.
Better Reporting Metrics
With a TV spot, you do not have a clear idea of how many people saw the ad, or what their reaction was upon viewing it. With online video ads, you have access to all sorts of metrics beyond just the number of views. Using a good video ad server
, you know when and where they watched it, and you can even tell how many people watched the video to the end, paused, or stopped halfway through. Additional metrics include ad clicks and purchases resulted directly from these clicks.
Your only hope of reaching people when you advertise on TV is if they are in front of the TV when the ad plays. With online advertising, you have access to many more screens, as people can see them on the go by using their smartphones, tablets, laptops, and also on smart TVs.
Easier Sales Conversion
After watching a traditional ad on TV, a viewer would need to call the toll free numbers or open their computer to go online in order to know more about the deal or the offer. Thus, this process requires at least two different devices and needs more effort from the viewers. For online ads, links can be added to the video that allows the viewers to go to the website for more information or even directly to a sales page where they can buy on the same device that they used to view the ad. The ability to immediately convert a lead to a sale with online video ads is something that cannot be ignored.
- The rise of online video advertising
"It was not so long ago that getting your message out to the masses via video meant having to purchase an advertising spot on TV. That was not exactly the best option for small businesses, as the costs of doing so were prohibitive to most. " More
- What makes online video advertising attractive?
"There are all kinds of different methods of marketing and advertising used in the digital age, yet it is video that is fast becoming one of the most popular formats. It would be easy to say that the rise of YouTube has a lot to do with that, but there is actually more to the video age than meets the eye. " More
- What are the pros and cons of online video advertising?
"Online video advertising is a medium that is most certainly here to stay, but that does not mean that all marketers are convinced it is the best advertising medium available. While some markets are experiencing real growth in online video advertising, others are remaining set on their ways, claiming that clients prefer the traditional advertising methods that have been used for years. " More
- How to create effective video ads
"It is not surprising to see ComScore reports showing monthly figures of the unstoppable growth of online content video views. Coupled with the fact that online video ads cost a fraction of that of TV ads, the growth of online video ads continues to boom. " More