How Can Businesses Benefit from Online Video Marketing

By: Dave Carter

The Internet boom has not only opened new avenues for marketing but it created a fourth medium to what was traditionally just print, TV, and radio. From businesses that required actual physical stores to online business that make profit through online selling alone, the Internet has certainly created a whole new channel for consumers and businesses alike.

Nowadays, many businesses take advantage of social media and networking sites like Facebook, Twitter and even Instagram. Alongside a good website and some online marketing campaigns, businesses can take new heights without paying much for print, TV, and radio advertising. One of the early forms of online advertising is through banner ads. This emerged in early 2007 but wasn't as effective now as it was years ago. Market research and studies show that people now rarely click on banner ads due to security concerns like getting a virus or spyware from just clicking through the online ad. Moreover, passive engagement is not always a measurement for success of a campaign.

However, marketers today are given an opportunity to cut cost and market a business more effectively through online advertising. As opposed to the traditional JPEG and GIF banner ads, videos can now be easily added as online advertising to a page alongside relevant content.

2 Main Types of Online Video Advertising

There are two main types of online video marketing - pre-roll and video banner ads. The video banner ads work like traditional banner ads placed in strategic areas on a page, but it is in audio-visual form unlike typical GIF and JPEG graphics. Pre-roll video, on the other hand, is a short video that runs before the main video that a user clicked on to view.

General recall is twice higher in online video ads than on TV based on a recent study released by Yume and IPG Media Lab. The opt-in format of many video ads online is also a useful tool in reducing the cost of advertising because the business or brand only pay for ads that were actually viewed instead of skipped. Some consumers also welcome ads if they get free content than going for paid content without ads. Compared to TV, there are fewer ads online and reduced forced viewing. There is also an uptrend on video banner ads compared to traditional banner ads due to the more engaging format and media used.

Short but Effective Video Ads

There is a brighter future for online advertising through video but content and location must be given careful thought. In the first few seconds of the video ad, it must capture target viewers and take them closer to actual conversion. It isn't simply about the medium being effective but the content itself must be effective as well to achieve the right results.

A Complete Online Marketing Campaign

There are many ways a business can thrive in a competitive online market. From SEO, paid advertising, content marketing to social media and video marketing, a business can take their online marketing campaign to greater heights. It can lower advertising costs and be an alternative to TV, radio, and print ads. With more people looking to the Internet for their purchases, the market widens even more, and success can be easily derived from a good online marketing campaign.

For more on video banner ads, go to

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Dave Carter is an independent consultant for small businesses. His expertise in consumer electronics and online advertising is backed up by 12 years of experience in the online industry. Find out more in or check out video ads online at

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