Broadcasters are often asked where have all the eyeballs gone? The number of people watching broadcast TV continues to decline, and while cable channels are picking up viewers, three of the big four networks are losing share.
Last year, CBS, NBC and ABC averaged viewer losses of 10.67 percent. Fox, fueled by American Idol, was up 7 percent.
In addition, 25 percent of all households have a digital video recorder (DVR) such as TiVo. According to Convergence Consulting Group, DVR households watch 60 percent of television at times different from the original broadcasts —and nine of 10 people fast-forward through the commercials.
There also has been another shift — a shift in the kind of screen that people are watching these days. This, of course, means consumers are getting some of their entertainment via computer in addition to their televisions.
The wide availability of broadband Internet access has fueled tremendous growth in online video viewing. In May 2008, more than 11.5 billion videos were viewed in America, according to comScore Video Metrix. That's a growth of 64 percent from March 2007.
The change is profound. The online environment allows people to shop or sell, socialize, play, educate, entertain and network — and advertisers must adjust.
"The (advertising) industry can no longer clutch to the excuse of uncertainty or fear. The time has come to allocate a significant portion of advertising (dollars) spent to reach consumers in the online environment," said Donna Campbell, senior vice president of the American Association of Advertising Agencies' media services division.
Business writer Jessica Kizorek said online videos are like broadcast advertisements on steroids in her book Show Me: Marketing with Video on the Internet.
Make video workOnline video campaigns can combine the power of broadcasting with the interactive and targeting strengths of the Web. Here are six things to remember about the benefits of online video.
• Creative Freedom: Advertisers are no longer limited to 10-, 30- or 60-second spots. Viewers will watch Web videos for minutes at a time if the videos are interesting.
• E-commerce: Closing the sale is possible with a well-produced online video. Salesmanship, when combined with detailed product information and customer reviews, can be very effective.
• Instantaneous Availability: In the "now" world of the Internet, immediate gratification is possible.
• Easily Shared: The online world has created word-of-mouth buzz with just a click of the "Share with a Friend" button.
• Cheaper Distribution: Distribution costs are lower compared to broadcast advertising.
• Real-Time Feedback: Monitoring impressions and click throughs is just the first step. Look at frequency of viewing, viral quality pass-along rate, hover time (time spent watching) and, finally, conversion rates.
So how can you get your video in front of prospects? Buying online ads is one of the first steps.
For local advertisers, the online versions of The Tennessean (Tennessean.com) and local television stations are some of the more productive channels. Local media outlet Web sites are rich in content and provide people with information they desire in an environment where advertising is acceptable.
In addition, make sure your videos are not only placed but also promoted on your own Web site. Consider video-hosting sites such as YouTube. Use video e-mails, but make sure you are using a reputable e-mail service provider so you are not spamming.
Also, don't ignore the power of social networks in helping to spread a video message.
And never forget the power of a well-crafted video message and the negative impact of a poorly presented message. Having a video recorder doesn't make you the next Steven Spielberg. Get professional help to make sure your brand story is told well.
Word-of-mouth advertising doesn’t just happen; one must work at it
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