Using Videos in Viral Marketing
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More and more advertisers are adopting video as broadband
continues to rise and ad-serving technologies become more
sophisticated. Online video advertising is really taking off.
Users’ attention can be captured and ads stand out from the
crowd in an increasingly ad-cluttered online environment.
History: Article | MAY 13/06
Edited : Lonnie A | MAR 28/09
It is true that video formats cost five to ten times more to
serve than standard banners and they involve a lot more
production and implementation work but they may well be worth
all of that if they achieve greater response rates.
Where to use online video if wishing to maximize its effect, is
what advertisers must carefully consider. Video to be used on
the Internet should be information and communication focused
while video to be used on television should be focused on
entertainment.
Like everything else, there are good ways and bad ways to use
video advertising. Right now most marketer's are incorporating
their audio-visual content into existing embedded ad formats
like banners or over-content formats like pop-ups.
Though this could reach a potentially large audience, viewers
are likely to be less captivated and more annoyed by these
disruptive and distracting placements.
Cached or streaming video on a specific destination site offers
the best chance of interesting consumers in brand messages, but
it is not likely to reach a large audience unless it generates
a viral outcome.
Whatever you come up with, don't forget to make it easy to open
and distribute. File size is important, as is the media format.
If your viral video has been created for a particular type of
software that not many people use, how will you get people to
spread it like wildfire?
Also, if you've made a video the impact will be better if you
send the clip as an attachment rather than stream it. It's
cheaper and, if you're not hosting it, it's more viral,
too.
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