Three Reasons Online Video Marketing Outperforms TVWritten by Michael Levanduski
June 8, 2013 # 9:38 pm # Marketing Insights, Specials # 3 Comments
Everyone recognizes that when it comes to video marketing, the online opportunities are giving marketers a great return on investment. Online video advertising is considered by many to be the next big thing in advertising, and while that might be enough for some people to jump in with both feet, it is better to understand why it is such an attractive area for marketers. Knowing the why behind this success can help to ensure you get as much as possible out of online videos.
A recent survey from AOL’s Be On found that 58% of all marketing professionals thought that digital video marketing was more desirable over TV ads. This is extraordinary when you consider the fact that even just ten years ago online video marketing was barely even possible due to technical constraints. These professionals went on to give three reasons why they believe online videos are more effective than television spots.
While television advertisements can reach millions of people right away, they are not nearly as targeted as online videos. Even when advertising on a specific type of show it is a fairly broad targeting scheme that is used. When using marketing videos online it is possible to show a different video based on exactly what the viewer is searching for or looking at. This allows for extremely targeted advertising which will result in far more action being taken by the viewer.
With the internet being available to the vast majority of people in the country, and a growing percentage of people around the world there is no doubt that this is a tool which can help companies to reach a larger audience at a more affordable price than any other method. 80% of the marketing professionals surveyed said that the reach of the Internet was a big reason why they expanded their online video budgets. Whether on sites like YouTube which gets over a billion unique users every month or newer sites like Vine, online video sites offer a huge market of people who are actively looking for these types of videos.
When using online video campaigns companies are able to better engage with the viewers. 58% of the marketers surveyed reported that this is a significant reason why they are increasing their online marketing budgets. Whether through the sharing of the video on social networking sites or the direct interaction between a company and the viewers in comment sections, engagement with viewers is far greater when using online videos than television ads.
This added engagement can be used to help driver customer loyalty and also encourage people to make purchases from the brand which is promoting the video. In the end it is no surprise that this type of increased engagement from the customers will lead to higher sales and a better return on investment.
You can find the entire survey HERE.