Not That Different

I think that when it comes to garnering results from advertising, online video is not that different a medium as TV or radio or even print.  It’s the old postulate about sending “the Right Message to the Right People at the Right Time and Place.”  The difference in online video is the specificity of choices when it comes to what The Public wants to view.  How The Public responds to advertising isn’t really that different.

If you want to produce a “traditional” video ad, and run it online, you gotta run it OFTEN (frequency is STILL the best way to get results if you ask me) — WAY more often than an ad may be broadcast on TV, because of the vast fragmentation of the online video audience. And you have to run it on the sites where your prospective consumers congregate. A spot that runs on YouTube for an auto repair joint in Bangor Maine won’t get nearly as much ROI as if you post the video on maineautosearch.com, a local used auto dealer site. The old adage is “all advertising is local.” So, localize your online marketing! You may not get millions of views, but you’ll get a higher percentage of quality inquiries…

… That is, of course, if your message is salient and entertaining enough to be remembered, and then acted upon.