Online Video Interactivity - A Marketer's COMPANION
With the numbers of web surfers looking to see video online skyrocketing higher each day, the push for web business owners to add video with their marketing mix is stronger than ever.
Video marketing is not just for the big players like Cisco, (who execute a great job) it's for every Mom and Pop online.
Actually, I think video is particularly for the smaller people that need to stay laser focused with their more limited resources.
Online Video done the correct way is highly productive and cost-effective. Like other things though, done the wrong manner it will spend your time and money.
Research is showing the most typical ways in which video can be used for sales online, the pre-roll or the post roll ad, are also the least effective.
Oops.
Call it a reflection of the fact that change in human behavior is slower compared to the pace of technology. Pre-roll and Post-roll ads online mimic the model broadcasters have been using for decades: irrelevant commercials stuck in the center of desired programing.
Audiences worldwide learned to use that commercial time primarily so you can get snacks and taking potty breaks.
The habit of avoiding commercials only intensifies online when people have the power to click.
Gamification does not surprise me one iota that pre-roll and post roll ads inspire many people to either abandon the video they wanted to watch or stare at the ceiling for ten seconds in disgust.
In any event, that marketing message is lost.
Ummm, there's got to be another way.
Online video viewers be prepared to maintain control. So any approach to attractive to their buying side better be relevant and unobtrusive as you possibly can.
Low and behold, research into online viewing habits is showing that to function as case. Interactive video, adding clickable links inside the video, is the least obtrusive approach to advertising and it is proving to be the most effective too.
Pre-roll and post roll ads Pre-roll videos get typically 2 - 4%. So two to four people out of 100 respond to a video ad shown before the video they really need to watch.