Currently, Internet advertising is gaining momentum. Video advertising is gradually, but very confidently, crowding out other types of advertising, filling even the space that had not been used before. For example, a Web user sees and hears ads when watching movies, on the pages of social networks, when listening to music, watching almost every Internet resource.
What are the features of video advertising and what it is
The modern world can no longer be imagined without the promotion of any service or product. Video advertising on the Internet is the most popular form of advertising, the main task of which is the promotion of services and products of the company, their sale. With its help, the brand and image of the company are also created, and customer loyalty and trust are increased.
The main features of video advertising on the Internet include:
- Low cost price.
- Virtual dialogue between the viewer with the video.
- Viral marketing.
- Achieving high conversion.
- Hitting the target audience up to 100%.
- The largest possible audience coverage.
- The ability to train the viewer.
- Attracting potential real buyers.
- High clickability, targeting.
The history of the emergence and development of video advertising on the Internet
This type of advertising has been around for 17 years. Despite its short history, it is rapidly developing and improving. Video advertising on the Internet has been used by many organizations around the world. In history, it is the fastest growing environment. The first kind of video ad was spam. A little later banners appeared. Not even a couple of years had passed before a new advertisement move was invented - video banners. This is a profitable business, both for creators and customers, so pretty quickly they started developing on video hosting, after which video ads and video marketing appeared.
In early 2006, online advertising began to gain even more popularity in connection with the creation of YouTube. At this time, a large number of people had a desire to watch various videos both on their phone, and on a computer, laptop, tablet. In 2007, Google pays attention to this “boom” of online video and buys YouTube, starting to launch large-scale video advertising.
Contextual advertising, its advantages and disadvantages
This type of advertising attracts the target audience. This is due to the fact that its demonstration occurs at the right time - when a person purposefully searches for information about a service or product.
For example, the user is faced with the task of making repairs in the apartment. He searches for various information, which describes the issues of interest to him. Reading the article, the user is presented with a link to the provision of repair or interior design services or a link to a company that sells building materials. Such an interaction between a potential client and the company quite often gives the desired result: the company has a buyer, the person finds the building materials he needs, etc.
When using contextual advertising, it is important to apply one rule - not to be too intrusive. Otherwise, it’s quite easy to get the user’s back reaction - annoyance, and this leads to the fact that a person can leave the page and no longer return to viewing it.
The advantages of contextual advertising include:
- High speed in obtaining the desired results. If the article carries information that is of high quality and useful to the user, then it will arouse interest, and, therefore, advertising in it will most likely be in demand.
- It is possible to show your product before competitors by setting a higher cost per click.
- Targeting is such a setting of certain parameters that will provide targeted impressions of a more useful clientele.
- The advertiser has the ability to independently determine the position in which the ad will be located.
The disadvantages of contextual advertising include:
- High price.
- The better the position for placement, the higher the price for such advertising.
- Lack of user attention. Not all readers will pay attention to the links in the article, after reading it, they simply close the page without going to the advertiser's site.
- Negative attitude of the user to any type of advertising on the Internet. Some people don’t follow links in principle.
Banner Advertising: Pros and Cons
Another expressive and popular form of advertising are banners. There are advantages to displaying banners. Firstly, they have an attractive appearance, and secondly, they decorate the site.
Banner video advertising on the Internet pluses:
- Performing several functions at once: it provides an opportunity to sell a product / service, decorates a page of a site.
- Reaching exclusively to the target audience. Those users who have expressed interest in this product will click on the banner.
- Enhances the image of the company as a whole.
- A person forms a visual representation of the advertised product.
- It is possible to make adjustments to the process of conducting an advertising campaign.
- Accurate statistics of those interested in a particular type of product. You can see the number and frequency of views of a particular product.
Cons of this ad:
- After the end of advertising there is a decrease in the influx of visitors.
- Customers who constantly use the services of the site, stop paying attention to banners.
- Constant improvement of the banner.
Social networks: advertising
Now every person with access to the Internet has the opportunity to create a group on social networks, which will be video advertising on the Internet. Advantages of such advertising:
- The ability to unite people with common interests and needs.
- Periodic information on the presence / absence of a product, its functional features, advantages, advantages.
- Communication about planned and past events dedicated to the display of goods, which helps to form a cohesive group, build trust.
- Softness and unobtrusiveness in presenting the necessary information.
- There is the possibility of adding photos and video materials that will demonstrate high-quality and unique features of the product / service.
- The base of regular loyal customers is being formed.
- Ease of updating the range.
- Universal opportunity to demonstrate the stability of the company.
- Cheapness.
Cons of video ads on the Internet in social networks:
- The need for constant monitoring, the addition of new materials.
- The possibility of disputes between participants, negative statements.
- Constant monitoring, if necessary, removing negative reviews, posts that undermine the image and authority of the company.
Teaser advertising: features
Teaser advertising is another type of video advertising on the Internet, which is based on inciting interest in a service / product through interesting phrases, questions, pictures, unfinished offers or video plots, which in turn form an interest in continuing, a desire to get an answer. Often such an advertisement does not demonstrate a specific product, it shows, for example, the organization’s logo or asks a question, the answer to which appears after a certain time.
Features of viral advertising
People constantly share interesting, relevant information with each other: this type of advertising is based on this. On the Internet, viral video advertising is quite widespread. Its promotion does not require material costs. The target audience trusts this kind of information, in addition, its distribution is growing exponentially. The main thing to understand here is that too intrusive information can alienate the consumer, and misinterpretation of advertising often leads to misunderstandings.
Features of political advertising
Currently, such advertising is gaining momentum. Political video advertising on the Internet is primarily a specific tool for expressing the political position of youth. It is aimed at the formation of youth consciousness in the field of politics. Some advertisements are aimed at managing, manipulating, influencing, shaping the necessary political views and opinions among the youth segment.
Negative advertising
Such advertisements as: SPAM, e-mail newsletters, an abundance of key phrases and words most often lead to the opposite effect. A potential consumer is losing interest in such advertised products. Online video advertising tools and services should be designed to be unobtrusive and meet user needs. To achieve the greatest efficiency of the promotion, it is necessary to use really interesting important information.
Video advertising on the Internet is most often used by large companies, active businessmen, start-up entrepreneurs, various non-profit organizations, bloggers, information businessmen. For a positive full return, they need to ensure that it is appropriate, interesting, reasonably informative and of high quality. A smartly thought-out promotion and quality product together will quickly give positive results to the manufacturer.