It seems everybody these days is doing video advertising. Whether you are a long time master internet marketer or someone jumping on line into the lion’s den for the first time, video marketing/advertising appears to be the medium of choice. I have addressed this issue in passing before, but recently it has started to rise to the level of rant material. Since I typically do not engage in that particular net term or practice, I thought I would try to give those most guilty of it a bit of a warning.
Video advertising works and is being embraced by the internet (and in store) communities. It is here to stay. However, there are some things all you video “freaks” ought to understand prior to posting your pearly whites all over the WWW.
Robin Good of Master New Media writes:
“Video advertising is one of the fastest-growing opportunities online today, as well as one of the most promising online advertising formats. The emotional draw of the television experience, consumers’ adoption of broadband, and subsequent change in Internet content, capabilities, and consumption all contribute to driving this growth. Despite the surge in interest in digital video by both the consumer and advertiser, there are still many components of video advertising that are confusing, making the need for standards and best practices essential. To leverage and navigate the fast growing online advertising marketplace, a basic familiarity with web video industry standards like key terminology, performance metrics and video ad formats has become a critical necessity.”
Key in my mind is the “standards and best practices” line. I have a relatively new system and brand new massive monitor. I do not like sound as I hate those auto sound playing ads we’ve all seen and been annoyed by over and over again. I keep my volume off. With the new system, I am not as quick to be able to turn on the volume as I once was. Translation, anyone sending me ads (and I receive hundreds per day) that are video only, get deleted. This is not “best practice” in advertising to have your ad deleted simply based on the medium with which you deliver it. The fix is simple and easy yet so many these days appear too lazy to do it. Place a text link or text explanation as an option for those tired of noise.
Video advertising should be embraced, but do not abandon practices that work and do not let video tricks and gadgetry get in the way of your message.
