The Viral Effect of Online Video Ads
It was bound to happen. With viral videos spreading like wildfire on the Internet, marketers would definitely want to seize the opportunity and jump on board. And according to the Interactive Advertising Bureau (IAB), that’s exactly what’s happening in 2011. The IAB study, “An Inside Look at Demand-Side Perceptions of Digital Video Advertisting” examined the views of marketers and agencies and reports that 69% of marketers and 55% of agencies plan to increase their Digital Video Advertising (DVA) with a 22% growth predicted in the next 12 months.
The findings of the study indicate that audiences respond better to digital video advertising and that we’ve become more engaged with online video. As a result, marketers will migrate TV ad dollars to digital video in an attempt to follow their target audiences.
To help us keep up with the trends in video ads, Mashable has recently launched a new monthly Viral Video Chart in collaboration with Unruly Media. The chart ranks brands’ social videos worldwide based on the amount of times content has been shared on Facebook, Twitter and in the blogosphere. The work shown is produced by an ad agency (movie trailers, music videos, UCG and spec work are excluded.) Check out the Top 20 Most-Shared Video Ads for May 2011.
I checked in with Todd Wasserman, Mashable’s Business and Marketing Editor, to find out more about the new monthly video chart.
DH: Why was Mashable interested in providing a monthly feature on video ads?
TW: There’s a huge interest in viral videos. For us, joining forces with Unruly Media made a lot of sense for both of us. There’s no one really monitoring online video ads right now, so we saw a great opportunity.
DH: Will the posts showcased in the monthly list include platforms other than YouTube?
TW: At the moment, no. One major reason is that we use WordPress and to make a video gallery you need a YouTube URL.
DH: Why do you think YouTube is a platform that businesses should consider for their ads?
TW: You reach a lot of people (depending on the video, of course) and, generally, I don’t think people mind a short (15 secs or so) pre-roll ad before a video or a banner (which you can click off), especially if they’re relevant.
DH: Can small/medium businesses create the wow effect that some of the larger businesses achieved?
TW: Definitely. Check out what Orabrush has done, for instance or The Camera Store. Putting a video on YouTube is very cheap & you have the opportunity to reach millions of people if your video catches on. There’s practically no downside.
DH: What do you makes a video ad good and compelling?
TW: It’s the same thing that makes advertising in general good & compelling: It should be sharp, well-produced and make you want to buy the product. Funny is a plus, but there are lots of great ads that are dead serious. Sometimes, like with Apple, interest in the product is so high, that you merely have to show it to be effective.
Here at GigCoin, we look forward to following the monthly viral video chart to keep up with the latest trends in video ads.
Do you have plans to use digital advertising this year? Let us know about your new campaigns and how they’ve been successful for your business.