Offline Advertising Execs Have Fallen In Love… With Online Video

<h1>Offline Advertising Execs Have Fallen In Love… With Online Video</h1>

<p align=right>by Jeff Conduct</p>

<div align=justify>Maybe you’ve heard the whistling or perhaps noticed a spring in their step? How about that constant giggling? Ladies and gentlemen, it is clear: advertising executives have fallen in love…with online video. The advertising benefits of online video are indisputable and this space is the place for big happenings. New businesses are springing up online as the advertising community prepares for a permanent migration of advertising dollars from traditional media to online video. One newcomer, VIDEOmovement.com, even seems to be developing online video channels for end users to enjoy. Maybe this is the genesis of the interactive television networks that cyber forecasters have been talking about since the inception of the Internet as a business medium. The difference now is that underneath it all we are witnessing the evolution of video advertising as a bedrock of advertising faith; it is becoming to the Internet today what television commercials have traditionally been to the networks. And the advertisers have noticed. Only a year or two ago, the concept of a whole agency dedicated to online TV commercials was unthinkable. But with the runaway success of online platforms like YouTube, things change in a hurry. This is what happens when big money advertising commits itself to a medium. And the advertising community has much reason to believe it. A major online study shows that click through rates for online video ads range from nearly 0.5% to 0.75% for ads shown. In most professions not being successful over 99 times out of a hundred is nothing to brag about, correct? Well, not here. Getting near 1 success out of 100 is enough to entice a stamped; remember we're talking about the Internet with its economy to scale. With today’s technology it takes very little effort to run vast numbers of ads online, very little. These numbers, in fact, are cause for great joy and hope. Ads incorporating static images, like JPEG, average around a 0.1% click through. Therefore, online video is five to seven times more effective than banner ads? Eureka! But video advertising is more than something attractive for end users to click; it also is a measurable wonder for advertisers. A video ad exhibits a certain stickiness to its quality, studies show. Once engaged viewers will sit through advertising, even relatively long bursts of clips, in order to see what they want. Viewers of online video are already piqued once they click a video ad – they want to see something. There are no accidental tourists here, once an end user has even rudimentary experience with online video, he or she is familiar with routine. They know what they want and video attracts them. This stickiness appeals to the advertiser because it corroborates the value for CPM, the standard rate of measurement. This is value added and an advertiser is that much more sure that the message is being consumed eagerly by viewers. David Jacobs, the senior VP of Publisher Services with Advertising.com concedes the overwhelming impact that video advertising has now and will continue to have: “Video has a lot of value for advertisers. It carries great emotional impact like TV, yet it can be measured and can’t be skipped. That value means publishers can command higher CPMs – hence the rise of streaming content.” And there we have it, almost like a cat out of the bag, online advertising just well might be a more powerful medium than that of the TV commercial. This stunning reality will pay great dividends to the advertiser who musters the faith to dive into…the safe waters of measured video advertising. Television studio executives might not like it, but for cost conscious advertisers who demand value for their advertising dollar, there is no equal to the online video advertising. </div>

<p align=center>Article source: <a href="http://www.ArticlePros.com/business/advertising/article-85460.html">ArticlePros.com</a></p>