Online Video Advertising

By Pat Smith

Online video advertising is quickly turning into a multi-billion dollar industry. Those who take advantage of this powerful advertising tool can take their business to a new level. However, it is crucial to develop an online marketing plan before setting sail into unchartered waters.

Online video advertising involves creating ads which are shown on videos. Just like TV commercials, online ads are intended to deliver short, yet concise advertisements that include a call to action. For most, the action call involves buying a product, but online ads can also be used to build customer lists, offer a free report or product, or drive traffic to a website.

When developing an online video advertising campaign, it is important to realize that most people find ads intrusive and annoying. If viewers don't like what they see they can easily click away. Once viewers are gone it is difficult, if not impossible, to get them back. Therefore, you must create Super Bowl quality ads to retain viewers' short attention span.

You don't have to have a multi-million dollar advertising budget to create online ads. Instead, you need to be creative and have a thorough understanding of your target market. If you haven't advertised before consider taking a marketing training course or consult with an online marketing company.

Creating powerful marketing messages that align with editorial placement is another element of online advertising that must be considered. Publishing an advertisement for pet food in a rap video probably isn't going to provide results unless the rap video is about pets. Proper ad placement is just as important as the ad itself. Working with an online marketing company is a smart way to ensure ads are directed at your target market.

Online marketers should become familiar with the term, 'user engagement.' If viewers don't engage with your online marketing campaign you're wasting ad dollars. In today's economy, few can afford to waste marketing dollars.

An excellent resource for learning about user engagement is the Interactive Advertising Bureau; an organization of nearly 500 media and technology companies responsible for nearly 90-percent of online advertising in the U.S.

The IAB website includes resources for lead generation and list building, digital video, social media, mobile marketing, search marketing and local listings, along with privacy policies and legal affairs.

Just as with all types of advertising, online video advertising campaigns must comply with FTC 'Truth in Advertising' regulations. Non-compliance can result in exorbitant fees and even jail sentences. At minimum, you could have your website shut down and lose everything you've worked so hard to achieve.

We're not trying to scare you off from online video advertising. Our goal is to help you understand advertising compliance regulations and teach how to build an effective online marketing campaign to maximize advertising dollars.

At Online Marketing DNA, we've spent countless hours conducting research and testing our products to ensure they provide the results you are seeking. We work hand-in-hand with clients to help them establish effective online marketing campaigns that align with short- and long-term goals and marketing budgets.

We invite you to learn more about our product line and the services we offer. We welcome inquiries and look forward to discussing your online video advertising needs.