Video web ads are driving online advertising

by Tony Fannin, President, BE Branded  |

Web ads are getting more and more share of the marketing dollars of most large advertisers. My guess, web ads probably get the vast majority of the marketing dollars from small businesses. Only TV ad spending is ahead of internet ad spending. What’s driving the uptick with online advertising are the wider spread of video ads.

To me, this makes sense. The online experience is really about watching, not reading. Many people often say, they don’t like to read a lot online. They prefer to watch videos. I’m in favor of videos as well. It also stands to reason why TV still dominates ad spending, it’s video. We would rather watch than read. One of the advantages of video is, as a medium, it engages more senses than just reading. In brand-speak, the more senses you engage, the greater experience you can deliver, which results in a higher level of engagement with your audience. According to a report by eMarketer, marketers spend almost as much on display ads as they are on search. This may be a trend that will continue to where display advertising overtakes search. This may be one reason why Google is starting to include video on their search result page, so as to not get left behind just sticking to text ads.

What does this mean to your brand and marketing? Telling a great story is even more important. People will not stick around for a “typical” commercial. They want to be entertained, engaged, and be told interesting stories. Not be sold to. Video allows this to a greater degree than reading a lot of text on a web page. Any more, people are grazers of information. They search out and take bites of anything that may interest them. If they like the initial bite, they will search you out for more in depth information. If you don’t capture their attention and imagination in the first few seconds, they’re off to the hundreds of other choices they have.

As with the core principles of great brand marketing and great advertising, providing entertainment value, be engaging, and tell an interesting story, still applies to online advertising. This is why video ads are becoming more popular than just text ads. Regardless of online or on your TV, people want engagement, not just raw data and information. If done well, not only can you tell customers your story, they will want to watch.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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