The Future Of Online Video Advertising

From the airport lounge…

Jim Edwards here with an update and article (below) from the
airport lounge at London’s Gatwick airport

I’m getting ready to get on the plane to head home after a
2-week adventure that started with my “UK Workshop!”
(Keep your eyes open for info in the next couple of weeks on
how you can get DVD’s of this breakthrough event.)

In this article (below), which will get published in
tomorrow’s paper, I discuss what amounts to the next online
“gold rush!”

This is the next BIG area where a lot of money will be made
and lost and people try to discover the “magic” formula for
making it work.

I think you’ll enjoy it and hopefully you’ll find it
extremely thought provoking

See you when I get home!

To your success,

Jim

PS – if you want to discover how to make your own KILLER
online videos that turn on the mini-site “profit pump” like
nothing else I know… check this out right now (and check
out the fr.ee online videos to boot!)

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The Future Of Online Video Advertising

– by Jim Edwards

© Jim Edwards – All Rights reserved
http://www.thenetreporter.com
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Without a doubt, online video increasingly influences the
way we expect to digest content on the Internet.

As high-speed access becomes the norm in households that
actually spend money online, video will pervade even more of
every user’s experience.

Besides the enriched content online video provides for
viewers, it has also sparked yet another online “gold rush”
for online businesses.

The dash for cash this time centers on who can figure out
how to put effective advertising into the video mix.

But, unearthing these online riches entails balancing the
advertising content so businesses can make money while at
the same time not alienating viewers who, up until now, have
not been forced to endure institutional advertising in their
online video clips.

With some sites getting over a million visitors a day, the
prize of figuring out how to get those visitors to buy
something has proven too tempting for online advertisers to
ignore.

In fact, some even speculate that video advertising
technology in the not too distant future will allow
contextual ads to appear in video based on actual dialogue
in the videos.

Though this sounds exciting, my experience with creating
online video tells me that, for most big companies, online
advertising won’t work with any measurable effectiveness.

For example, one of the most popular videos online right now
shows kids with a Pepsi or Coke bottle dropping Mentos
candies into a two-liter container.

The ensuing chemical reaction makes for an explosive show.
On the surface, you might think one of the soda
manufacturers or the candy maker would want their ads to
appear within the video, but would they?

I don’t think Coke wants to encourage people to make bombs
out of their product.

However, an ad for a book about pranks or mischievous
projects with common household items might sell like bottled
water in the desert.

Another obstacle faced by advertisers who want to ride along
in other people’s videos involves the fact that TV
advertising doesn’t work online for a very basic reason: the
Internet is NOT TV!

When someone watches TV, they are typically in a very
physically passive mode.

They sit back in their chair, feet up, drink in one hand,
remote control in the other and a bag of chips in their
ever-expanding lap.

Conversely, when someone watches video online, they usually
sit upright, leaning forward, mouse firmly in hand, and
ready to click away on to the next thing at the first sign
of boredom.

In short, people physically and mentally won’t stand for a
traditional TV advertising approach when it comes to online
video.

So what will work in online video advertising?

Simply this: advertisers must create their own videos to go
with the ads they want to run.

They can’t just plop 15-30 seconds of advertising material
into someone else’s video and expect to turn a profit very
often.

Video advertisers must understand that the line between
video ads and video content is a blurred one that can’t be
separated by “And now, a word from our sponsor.”

The videos themselves, not the ads, must build a desire
within the viewer to find out more about a product or
service.

This especially holds true for smaller companies and
individuals who, unlike Coke and Pepsi, don’t have millions
of dollars to throw at online video to “build a brand.”

The real winners in online video will understand that the
marketing message and the delivery method are one in the
same.

Taking the “easy road” of inserting TV ads into videos won’t
generate a profit for the vast majority who try to make it
work.

–
Jim Edwards is a syndicated newspaper columnist and the
co-creator of an amazing course that will teach you step-by-
step and click-by-click how to get your own money-making
videos posted online…

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