Center >> August 2009
Video Continues to Explode
It’s the new word-of-mouth with one out of every three individuals
sharing what they see.
from AICPA Custom Media Solutions
Yes, online video is here to stay. Industry reports
find that more than one-quarter (28%) of today’s viewers are
easier swayed by online video ads compared with television advertising.
One in three (32%) view online videos and nearly three out of four
(70%) watch videos both at home and work.
How can you reach this crowd and sell your products?
Chief Marketer’s Jeff Maling had
the following suggestions:
- Turn advertising into an experience.
The digital realm offers possibilities that are difficult to execute
in traditional media. Position your advertising as a value-added
experience. Provide content that enriches your audience's interaction
with and perception of your brand.
- Make the product digital. Consider
making digital one of your products by creating new ways to experience
a product or enhance its value. Evaluate if there is a market
opportunity to make a digital product based upon your brand and
then integrate a Web experience into your product. Maling provided
the following as an example: a respected source of financial information
could develop an online desktop for financial advisors.
- Save nostalgia for an episode of Mad
Men. Nothing is quite as exciting as a 30-second
spot. Digital is here to stay and the recession promises to increase
its role substantially.
Insider™ E-Newsletter group has successfully launched video
ads (see related
story in this issue) in their newsletters.
For more information on how you can reach more than
500,000 monthly top finance and accounting decision-makers, contact