To say that online videos are the future of advertising is a bit of a misnomer. Not only is digital video sailing on the wave of the future, but one could argue that online video content is marketing’s recent past, present, and foreseeable future. If you are not taking advantage of online video advertising, you might want to seriously consider getting onboard before you miss the boat entirely.
According to a survey by U.S. based publisher BrightRoll, digital video media is outgrowing all other forms of online advertising by over 25%. The ability to engage users with interactive features have lead to predictions of higher Cost per Million ratios throughout 2011, and have increased publishers’ faith in the medium.
Other interesting findings from the report include:
- Pre-roll advertisements (those videos that you must sit through before you see what you really want to see) are still considered the most effective online video advertisement, as 94% of publishers report satisfactory results.
- 32% of online advertisers believe that targeting is the most valuable trait of online video. Content (73%), demographic (71%), and deep geographical (61%) were among the most accepted forms of targeting, while retargeting (41%) was the least popular.
Concerns with online media lie chiefly in video asset management, including: standardization issues, integration troubles, and longer implementation times than standard display advertising. Since these issues are reflective of the online video industry as a whole, many publishers feel their impact will be lessened as online video continues to become customary.
One way to combat the problems of video content management is to incorporate a digital asset manager into your online advertising campaign. A company like Widen offers Software as a Service (SaaS) that can take away the headaches of media management. Digital media can be easily created, managed, distributed, and hosted to improve efficiency through a scalable infrastructure for a low monthly subscription. Widen also provides a Digital Asset Management Sandbox, as a way to explore the software without a financial investment.
Interested in knowing how Widen can help your business? Request a demo to talk about your project and learn more.