Online Video Selling Tips for Direct Marketers

Ready to test online video advertising? The opportunities are expanding exponentially with rapid growth and adoption of online video viewing by consumers. And you can test with a small budget. Today we show you how to produce strong online video advertising using a combination of five tips from those who advertise often, along with seven proven direct response broadcast techniques that have been honed

Ready to test online video advertising? The opportunities are expanding exponentially with rapid growth and adoption of online video viewing by consumers. And you can test with a small budget. Today we show you how to produce strong online video advertising using a combination of five tips from those who advertise often, along with seven proven direct response broadcast techniques that have been honed over the years.

So there is no confusion, we’re talking online video advertising, not content videos. Video advertising is often what you see at the beginning of a video, called pre-roll, usually 30 seconds or longer. Mid-roll ads appear in the midst of a video, and post-roll videos are placed at the end.

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The Internet gives everyone a voice. Small advertisers can get their message out at a fraction of the cost of broadcast television. Videos are as important to a company’s online presence as is your website.

Today’s video offers suggestions about your starter image, storytelling, animation, use of scripts, immediacy, your offer, exclusivity, urgency and making sure you don’t turn your online video into an infomercial in style.

Now more than ever, direct marketers can embrace online video advertising, and you can test it with a small budget. When you use your proven direct response marketing techniques honed over the years to tap the power of online video ads, you’ll have an edge over your competition.

Online Video Advertising for Direct Marketers

If you’re among the 182 million or so who watch an online video each month, then you’ve seen a pre-roll, mid-roll or post-roll advertising video. These video ads are gaining traction in views and acceptance. This is a new opportunity for direct marketers to take this format and use it to generate response based on direct response

If you’re among the 182 million or so who watch an online video each month, then you’ve seen a pre-roll, mid-roll or post-roll advertising video. These video ads are gaining traction in views and acceptance. This is a new opportunity for direct marketers to take this format and use it to generate response based on direct response broadcast experience.

While it may be tempting to think no one watches these videos, the studies from Nielsen and the Interactive Advertising Bureau suggest otherwise. On average, people who are streaming video watch ads for 20 seconds with an average completion of 87 percent. Pre-roll ads at the beginning of videos average around an 80 percent completion rate. Mid-roll ads, in the midst of a video, experience completion rates of 89 to 99 percent depending on the length, and post-roll placements have completion rates exceeding 70 percent.

(If the video isn’t just above this line, click here to view it.)

With the explosion of online video advertising acceptance and the number of views by web users, now may be an opportune time for direct marketers to adapt proven direct response broadcast methods and apply them to online video advertising.

Because of the popularity of online video ads, eMarketer estimates video ad spending will grow more than 41 percent this year, reaching 4.1 billion dollars. Direct marketers are strongly positioned to reap the benefit of online video advertising because of our understanding of how to generate response based on years of direct response broadcast advertising experience.

Today’s video gives you the statistics from studies and surveys of advertising executives, which reveals what the branding world is doing (and not doing) that could work to the advantage of direct marketers.

While the traditional advertising agency world is focusing on impressions and views, we look at conversions and sales. And that, my direct marketing colleagues, is what can separate the effectiveness of your online video ads from all others.