At present, advertising on the Internet is gaining momentum. Video advertising is gradually, but very confidently, replacing other types of advertising, filling even the space that was not used in any way before. For example, a Web user sees and hears ads when watching movies, on social networking pages, listening to music, browsing almost every Internet resource.
What is special about video advertising and what does it represent
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 type of advertising, the main task of which is to promote the company's services and products and sell them. It also creates a brand and image of the company, increases customer loy alty and trust.
The main features of online video advertising include:
- Low cost.
- Virtual dialogue between the viewer with the video.
- Viral marketing.
- Achieving highconversions.
- Hit the target audience up to 100%.
- Maximum audience reach.
- A learning opportunity for the viewer.
- Get potential real buyers.
- High click-through rate, targetability.
The history of the emergence and development of video advertising on the Internet
This type of advertising has been around for about 17 years. Despite its short history, it is rapidly developing and improving. Placement of video advertising on the Internet was used by many organizations around the world. It is the fastest growing environment in history. Spam was the first type of similar video advertising. A little later, banners appeared. In less than a couple of years, a new way of advertising was invented - video banners. This is a profitable business, both for creators and customers, so developments on video hosting quickly began to be developed, after which video advertising and video marketing appeared.
In early 2006, online advertising began to gain even more popularity, due to the creation of YouTube. At this time, a large number of people had a desire to view 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.
Context advertising, its advantages and disadvantages
This type of advertising attracts the target audience. This is due to the fact that its demonstration takes placejust in time - when a person is purposefully looking for information about a service or product.
For example, the user is faced with the task of making repairs in the apartment. He is looking for various information, which describes the questions that interest him. Reading the article, the user is shown a link to the provision of repair or interior design services, or a link to a company that sells building materials. Such interaction between a potential client and a company quite often gives the desired result: the company has a buyer, a person finds the building materials he needs, etc.
When using contextual advertising, it is important to apply one rule - do not be too intrusive. Otherwise, it is quite easy to get user feedback - irritation, and this leads to the fact that a person may leave the page and never return to viewing it.
The benefits of contextual advertising include:
- High speed in getting the desired results. If the article contains high-quality and useful information for the user, then it will arouse interest, and, consequently, advertising in it will most likely be in demand.
- It is possible to show your product before competitors by assigning a higher cost per click.
- Targeting is a setting of certain parameters that will provide targeted impressions to more useful clients.
- The advertiser has the opportunity to independently determine the position at whichannouncement.
Disadvantages of contextual advertising include:
- High price.
- The better the position for placement, the higher the price for such advertising will be.
- Insufficient 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 user attitude towards any type of advertising on the Internet. Some people don't follow links as a matter of 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.
Internet video banner ads pros:
- Performing several functions at once: provides an opportunity to sell a product / service, decorates the site page.
- Reaching exclusively to the target audience. Those users who have shown 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.
- Exact statistics of those interested in a particular type of product. You can see the number and frequency of views of certain products.
Cons of this advertisement:
- 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.
- Continuous improvement of the banner.
Social networks: advertising
Now every person with Internet access has the opportunity to create a group in social networks, which will be video advertising on the Internet. Advantages of such advertising:
- The opportunity to bring together people with common interests and needs.
- Periodic information about the presence/absence of a product, its functional features, advantages, benefits.
- Communicate about planned and past product show events, which helps build a cohesive group and build trust.
- Softness and unobtrusiveness in the presentation of the necessary information.
- It is possible to add photo and video materials that will demonstrate the quality and unique features of the product/service.
- Building a loyal customer base.
- Easy to update assortment.
- Global opportunity to demonstrate firm stability.
- Cheap.
Cons of video advertising on the Internet in social networks:
- The need for constant monitoring, adding new materials.
- Possibility of disputes between participants, negative statements.
- Constant monitoring, if necessary, removal of negative reviews, posts that undermine the image and authority of the company.
Teaser advertisement: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 sentences or video stories, which in turn form an interest in continuing, a desire to receive answer. Often these ads don't showcase a specific product, they show, for example, an organization's logo or ask a question, the answer to which appears after a certain time.
Features of viral advertising
People constantly share interesting, necessary information with each other: this type of advertising is based on this. On the Internet, viral video advertising has become quite widespread. It does not require material costs for its promotion. The target audience gains confidence in this kind of information, in addition, its distribution is growing exponentially. The main thing here is to understand 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 young people. It is aimed at shaping the consciousness of young people in the field of politics. Some advertisements are aimed at managing, manipulating, influencing, shaping the necessarypolitical views, opinions of the youth segment.
Negative advertising
Advertising such as: SPAM, emailing, an abundance of key phrases and words most often lead to the opposite effect. The potential consumer loses interest in such advertised products. Online video advertising tools and services should be designed to be unobtrusive and user-friendly. To achieve the most effective promotion, you need 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, moderately informative and of high quality. A well-thought-out promotion and a quality product together will quickly give positive results to the manufacturing company.
