The popularity of online video has caused a major shift in the way Americans consume media. Nielsen estimates that in December 2009, there were 137 million viewers of online video in the United States, watching an average of 193 minutes of video each.
With more people than ever watching video on their computers, does it really make sense to pour money into TV commercials rather than tap creative content for online distribution?
Online video ads offer premier engagement metrics, and offer one of the best ways to use your videos online. Many of today's online video-ad platforms also enable you to pinpoint precisely which customers you want to reach by demographic, location and more.
Round Table Pizza, a restaurant chain from Menlo Park, Calif., with more than 500 locations, worked with its media agency to create and run a series of 30-second online video ads using their existing TV spot. They ran the spots on a network of local newspaper, radio and TV station Web sites as in-banner placements.
Taking advantage of the flexibility of the online medium, Round Table added custom interactivity in its ads to boost response rates. After viewers watch a Round Table commercial, they are given options such as finding a restaurant near them, accessing a coupon for that restaurant, or sharing the ad on Facebook. In fact, their video ad acts more like an interactive app than a traditional online video.
The in-banner video ads yielded strong results, performing nearly twice as well than typical online display ads both in terms of click-through rate and interaction rate.
Diaz Nesamoney is founder and CEO of online video advertising service Jivox. He can be reached at firstname.lastname@example.org.