As the online sector of Video is becoming increasingly mature, large and neizmeryaemye television campaign lost its appeal among advertisers - argues Tod Sakerdoti (Tod Sacerdoti), the executive director of BrightRoll. In his article for iMedia Connection, he examines the myth and reality of Video and give advice market participants about how they use the existing possibilities of the format without losing quality or audience.
Sakerdoti rehearse their dialogue with one of the media Bayer and so the question posed: «Will the advertising videoseti gather enough high-quality tools to reduce prices for customers who pay particular attention to indicators of CPM?». According to him, this approach to Video - wrong. The deterioration of video quality and lowering its price has already happened - just look at user-generated videos and other sites that do not happen redaktury content. However, this approach ignores some important advantages of online Video. This format is not designed simply to replace the television campaign as big and little measurable online campaigns.
«I will not argue that television does not represent value for advertisers - the expert observed. - However, it should be emphasized that this is a misunderstanding of how the television refers to the line of Video ».
Judicious marketing should enjoy the advantages of Video, as a broad audience, targeting and measurability of campaigns to overcome the disadvantages of television and fully take the best of both formats.
Sakerdoti debunk the myth, four television and gives the four council, which must demonstrate to the marketing, how to get the best of both formats.
Myth number 1: Telereklama more payback (cost effective), than video.
This is the most common misconceptions about pricing in the online Video, when compared with television - stresses the expert. Usually criticism of Video argue that the 30-second television spot has a CPM rate of $ 6 to $ 12, a 30-second online video, shown with the use of target - from $ 15 to $ 30.
In reality, such as «elected» online audience cheaper and attract her attention with the help of the Internet - most effectively. Clever marketing understands that the price of «access» to the audience «men aged 18 to 54 years and women aged 25 to 54 years» in the area estimated $ 18 - $ 35. But thanks to television is difficult to catch the audience «men aged 18-34 years old» and therefore access to highly valued - approximately $ 75. At the same time, the networks draw the attention of a certain demographic group is easy, and it can be done at a price below $ 25. Therefore, the price - the main advantage of online Video, and the development of targeted, it will become even more attractive.
Myth number 2: Effective able to replace declining television audience does not.
Sakerdoti it pointed out that although television is indeed a huge audience, many of its «of» have simply disappeared or are not greatly influenced. The first demographic groups such as adolescents, young men and women and so-called full-time female audience (housewives), who moved to the Internet. As a result, online video is for those groups most effective way «replacement». Experienced in marketing to balance the possibility of a broad teleauditorii with opportunities targeted online video and that is what will try to influence the most «uskolzayuschuyu» from advertisers, but most preferred to have an audience. Taken together, online video can be a relatively small part of total advertising budget, but when it comes to specific population groups, this type of advertising companies will have to allocate a greater share of funds - convinced the expert.
Myth number 3: impressions - a good way to measure the effectiveness of the campaign.
If the effectiveness of television campaigns can be defined as «effective subjunctive» (measurement by maybes) - that is, if this advertising saw so many people in the event with an online video campaign performance is determined by the specified rates. However, many marketing rely in this regard only to the criterion of the number of impressions, that is not enough. Indeed, not all impressions are made equal.
In fact, measuring the number of impressions - this is just the beginning, I am sure Sakerdoti. Clever marketing look not only at the shows, but also on factors such as engagement, duration of castor (ad duration), the cost of view (cost-per-view), the level of clickable (clickthrough rate), what part of the audience remember the content of advertising ( recall), coexistence with other brands and improving brand position (brand lift and brand adjacency). Not surprisingly, in 2008, advertising budgets are rapidly moving to high-quality tools that will get high results on all indicators for brands, - the expert believes. At the same time, advertisers will care of low-quality video and videosetey.
Myth number 4: The quality of television commercials are much higher.
Supporters of this version appealed to that in the United States began high-definition revolution. For more than 30% of American households have the opportunity to watch HDTV. But the truth is that PCs now even more are designed to transfer high quality images. 75% points of entry in the network have broadband Internet access, as many users have LCD-displays. And clever marketing to understand that the content of campaigns, such as using trailers to movies or video games, use the highest quality videoformaty, such as HD.
Television advertising was once recognized as the most effective way to impact on a large and selected audiences. But innovation in online Video allows clever marketing and brands available from the format of maximum impact. It should focus on the strengths of online video - a price the audience, output and quality. And remember that every dollar invested advertiser in the online video, will give the maximum benefit, and the client expects success in the market - convinces Sakerdoti.