Online Video Advertising; Another Marketing Line-Item Or Top Budget Priority?

By: Kelly Singleton

A lot of research is being released these days about the rise of online video advertising.  Recent research from comScore and dunnhumbyUSA shows online advertising is as good as TV advertising, at least when it comes to supporting the marketing of products in the consumer packaged goods category. 
This is just one of several studies recently that reinforces the hopes for the sharp growth expected in online video advertising in coming years.  eMarketer predicted an annual growth of 40 percent in online video advertising in the next four years.  So what does this mean for small businesses?  Why in this economic climate should a business spend extra dollars on yet another line-item in their marketing budget?
First, let's review the power of online video advertising for any business, especially, a small business.  Video has amazing power.  It will always be one of the best ways to advertise as it enables a company to use video and sound to illicit emotion and build a connection with a customer.  It becomes personal and creates memories and helps a business stand out.  When was the last time someone said, I read the most impactful email today or saw the most incredible banner ad?  But they will try to recreate a video they have seen.  Video breaks through the clutter of text and banner ads and communicates meaningful information.
Second, creating compelling videos is financially accessible to everyone. Whether it's shooting your own video in your restaurant kitchen interviewing your chef,  getting video testimonials or paying to have a professional ad, it's frankly more affordable all across the board.
Third, online video can force attention and interactivity.  Web technology allows online video advertising to be more than a passive show.  Now advertisers can display twitter, links, press releases, you name it, in the online video advertisement.  Think about the impact of having an online video advertisement with a coupon hidden or embedded at the end of your commercial.  This forces the viewer to watch the entire commercial, engages the viewer to find a promotion and incentivizes them to come in to the advertiser's store.  With this type of online advertising readily accessible, many small businesses have an advantage that perhaps even larger businesses don't.
The future of online video advertising is still being determined, but most now know it works.  It can be quite effective in generating quality traffic-just the right target customers- to an advertiser's website. Combining online video advertising and search engine optimization, the opportunity is ripe for small businesses to share their brand by incorporating solid web design, content, product demonstrations, testimonials and clear content.  Small businesses could be the biggest winner with the growth of online video.
Kelly Singleton is Director of Strategic Internet Marketing for, a commercial internet and video marketing company dedicated to small-and medium-sized businesses.  She was previously General Manager of Women's Communities and Content for  Kelly has also held several radio promotional positions and was a Representative for the Ambassador Speakers Bureau in Nashville.

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