In today’s world of constantly connected consumers with ever shortening attention spans, online advertising’s mantra “Right time, right place, right person” is more resonant than ever. The ability to reach those consumers who are most likely to purchase your product or service at the time and in the context to which they will be most receptive is the magic formula for turning browsers into buyers, and video advertising has proven itself as one of the most powerful tools for not just reaching, but engaging those consumers.
Even more than display advertising, online video offers marketers a wealth of options for delivering their message creatively, whether the content is funny, touching, powerful or straightforward. Some marketers have begun the transition from television to digital by repurposing their 15- and 30-second TV spots. This is a promising start, but only a hint of what online video can do to capture consumer attention. It’s time to take it to the next level, creating and repurposing video that’s relevant to the user throughout the decisioning cycle.
As in all forms of online advertising, relevance is key when it comes to getting people to not just view your video content, but actually click through and buy. However,... Read more
We’ve all seen our fair share of websites where the publisher’s primary video player was a YouTube player, and it’s easy to understand why. YouTube is free, can be quickly embedded, and tracks audience views. Either you’re a publisher that doesn’t own any video content and you’re simply embedding videos from someone else’s channels, or you’re the producer who uploaded the video and you want a simple video solution for your own properties.
Cord cutting isn't just a consumer topic. Business models can fall victim to the trend, as well. Google recently announced that it will be shutting down its marketplace for traditional television advertising to focus on digital video solutions. It is clear that even the largest advertising platforms can no longer invest in trying to better the 'old' system, and must move full-steam ahead with digital video to stay competitive.