"In times like this, it is easy for advertisers (dragging their agencies with them) to simply retrench and wait for better days to market themselves. It’s also easy for advertisers to stay away from “newer” ad types like online video — ad types that could be deemed risky or peripheral to a core media campaign." The statement "no guts, no glory" has never been truer. Let's always remember that the definition of insanity is doing the same things over and over, and expecting different results. Your business might not go insane, but bankruptcy is a very real possibility in this rapidly declining market.
Those who move aggressively forward will be the winners. Kellogg bested C.W. Post during the Great Depression and became the category leader. These winners were clearly strategic but what they really had was the guts to push forward when the data told them to do otherwise.
Mr Pongull correctly points out that "In these tightening economic times — borne out in recent reports from analysts from the Kelsey Group and Borrell Associates, both of which continue to forecast higher online ad spending — smart advertisers will seek the higher ground that advertising on the Web offers, largely because it is so measurable, especially in applications like online video."
Where does online video advertising fit in?
"Coupled with the ability to drive direct response and gather deep insight into performance, video is taking a powerful new role in the marketing mix. "
"Case in point: We’ve been working with dozens of local publishers who have incorporated video into their standard 300×250 display ad packages." In our case, here at Global Video Tech, our standard is a 640 X 480 large format video with extremely high quality, no downloading and never pauses to "buffer". Let your prospects REALLY see what you have to offer.
"Advertisers are seeing measurable performance results that exceed what they expected if they were running regular display ads. Beyond click-through rates and possibly conversion data, advertisers are seeing a new set of metrics emerge: Video ads offer brand exposure (we’ve seen video ads run that are longer than two minutes) Note: Our sample streaming video email is 22 minutes long and plays immediately - no downloading required; video ad interaction (repeat plays, sharing, expanding the player); measurable engagement (play through, exit point); and conversion (lead generation, clicks). "
"Advertisers take this data and turn it into insights on how effective their creative is: How many leads am I getting and when in the video do they occur? How much are viewers watching? When in the video do they abandon watching my video ad?" Global Video Tech has provided these capabilities, and many others, to our customers since day one.
Execution vs. Optimization
"The days of simply deploying ad campaigns, sitting back and checking spend levels against impressions are over."
"Today, we’re seeing numerous companies leverage online video advertising platforms to focus much more on the optimization piece. In one example, an advertiser tested two video ads in the same banner ad campaign, running them in A/B rotation, and saw that one was getting a click-to-open rate of .40% (not bad vis-a-vis a regular display ad) but the other one was getting a click-to-open rate of 2.7%! " The Global Video Tech solution makes market testing very simple. Any number of streaming video ads can be created, sent to target lists and evaluated simply and easily.
"Yes, it always takes guts for marketers to break new ground, but with video, they have numerous means to measure what really works, getting a true gut check as to whether they’re on track all along the way." If you're ready to break free from the herd and go for success in these troubled times, start by going here.
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