Nalts is a web video pioneer and an early video contest enthusiast. In this article he laments that corporate marketers have not embraced online video advertising, and presents 7 tips for improving the business use of online video.
The answer is simple: We marketers are still dipping our toes in the water, and holding online video to greater scrutiny than the rest of our marketing mix. We did the same thing with banner ads and paid search — and it’s not entirely our fault. It took years for the big bucks to move from radio to TV. It’s Darwinian, really. I’d rather let my competitor be the first to sample lettuce and poison ivy, and I’ll confidently consume what’s left on the plate that didn’t kill him.
As I often say, I’m not the smartest marketing director or the best online-video “star.” But I am a rare human who manages a P&L by day and by night has more than 70 million views as “Nalts,” one of online video’s most-viewed comedians (and I use that term generously). I also participate with Hitviews, a NYC company that helps brands partner with top online “stars” for sponsored videos, product placement and other promotions. I’ve been tracking the rapidly changing online-video advertising space on my blog for three years, and I have a few tips for my fellow Ad Age readers.
Tip 1: Adapt tactics by content tier
Tip 2: Expect video to boost awareness and intent
Tip 3: Find a good online-video media buyer. Look hard
Tip 4: Don’t search for an audience; find someone that has one
Tip 5: Watch out for popular video ‘stars’ with no experience
Tip 6: Use the old ‘one-two punch’ of ads and sponsorships
Tip 7: Measure the right stuff
Read the full article if you are considering using video for business marketing, and the comments as well.
Online Video: Why We Advertisers Have It All Wrong – Advertising Age – DigitalNext
