It might sound crazy to some, but in our lifetime viewing TV online will surpass TV viewed through a satellite or cable box. The amount of video watched online today is staggering and we’re not just talking about Youtube who reports an estimated 6 billion hours of video viewed monthly. The numbers increase every day of people that “cut the cord” and watch everything online including their favorite TV shows and movies. Ever heard of Netflix and Hulu?
TV vs. Online
The reason TV was so effective when it first emerged was it’s ability to appeal to both visual and auditory senses. The same goes for online video commercials (pre-roll). Pre-roll, mid-roll and post-roll advertising allow you to reach that audience just like you would with a TV commercial but with better targeting, tracking and usually lower costs as well. You can target users in market for a car, moms, travel lovers, luxury consumers, etc. and track the impact the ad had on them through clicks and goal conversions. It’s usually purchased by CPM (cost per thousand impressions) ranging in cost from $10-30 but there is also the ability to run a CPC (cost per click) or CPV (cost per view) campaign as well.
Online Video Strategy
Online video audiences are different viewers than TV audiences and your video should appeal to that. The spot shouldn’t be longer than 30 seconds and preferably 15 seconds (online attention spans are short). Unlike TV commercials that are often longer and more generic, online video spots should communicate your message more efficiently and engage the consumer within the first 5 seconds.
Online video ads will see higher click through’s than online display but the goal is primarily branding vs. direct response. It’s a great tactic for any company that would benefit from nice visuals like real estate or retail, for example.
Bahr Digital is equipped to help with any part of this process including:
- Creative concept
- Script writing
- Media buying & placement
Please contact us for a deeper discussion.