It’s no secret, I love mobile, smart, cell technology. It’s intriguing and it’s been so for years, even though the year of mobile has never truly arrived. What does that mean, anyway? What will the year of mobile look like? Has anyone ever defined it and if they have why haven’t they shared it with the rest of us? I say the smartphone has hit the grown up mark, since (as the Boy Genius Report tells us) smartphone penetration has grown from 18% in 2009 to 44% at the end of 2011. Now that’s a big deal. Why? Because media is powered by advertising. Media loves advertising dollars to flow through for their ability to give content to the consumer, cheaply or for free. This is what keeps the masses coming back. Given that and the fact that the power and usability of mobile technology has advanced to the point where they can handle all media consumption and technical uses, mobile has become the bacon of tech.
Many customers have been asking me about TV lately. What’s interesting, is that there still seems to be a major disconnect between the actual barriers to entry and the perceived difficulty and cost of advertising on television. The buying advances in local, online video and cable television have changed tv from the old difficult and expensive to purchase platform, to one that is more akin to a new media ad buy.
Television is the ultimate platform to integrate media so it should never be viewed as a standalone purchase. Of course, integrating ideas and marketing concepts holds true in media advertising buys as well. So, there are many options to help you accomplish various things when it comes to television buying. The way I see it there are a number of different ways a small business can take advantage of television viewing time, with their advertisements. Let’s explore some that may not be as difficult or expensive as you think, to help you reinforce your message on the main screen. First, there is traditional local tv buying direct from the cable provider; second is using online tv buying networks, like Google Display Network, Microsoft Exchange, Simulmedia to name a few; and lastly there’s Video On Demand/DVR ad buying. [Read more…]
In my last post, I started on a bit of a rant, which has led me to do some research on digital direct response ad effectiveness. That research has gotten me all fired up to do the second post in the Direct-Response Digital series – online video. In the product life cycle of technology, one could hardly say that online video is in the growth stage. With the statistics that I’ve reviewed, I would have to say that it lies somewhere in between growth and maturity. Sites like Hulu, DailyMotion, Netflix and even YouTube continue to gain users and grow, but the heaviest users are fairly mature – sort of like a 24 year old with their head on straight.
So, what does this have to do with Direct-Response Digital you may ask? Everything. Video represents an opportune growth area for businesses attempting to go small to be big. As Comscore put it, “getting small (and relevant) is the new big.” While economies of scale and that’s a lot of zeros ad buys dominated television, online finds relevance in hypertargeting to be more beneficial for advertisers. You might be able to target 18 year and older business travelers who watch video and use multiple screens to consume media. As comScore put it, 52% of the 39 million users in this category watched online video in the last 7 days. Do you think that it would be nice to hit this nearly 21 million person population with a call to action?
Okay, you might be saying, people online don’t want to be hit with direct response messages. This is why you started this whole quest, right? My answer: no. I started this whole quest to prove the opposite, and data shows that a certain segment of the population do want to be messaged in this way. Supposedly, there are two types of online video viewers. Population A is looking for transportation and escape. Population B is looking for information and education. Population B is the sweet spot for direct response messages. Their profile states that they want to elevate, in general. More specifically they’re (amongst other things) in action mode and more likely to take action on a relevant message, immediately. This is the part where you tap your index finger against your pursed lips as if you’re about to come up with something profound.
The statistics back this up, also. When compared to other forms of direct response ads, online video performs quite well. Direct response metrics such as click-through rate (CTR) are 0.1% for online images/display ads, while online video realizes a 0.74% CTR. These metrics were taken from reelseo.com in 2007, too! I’m guessing the growth in online video is probably followed by a correlating increase in acceptance of direct response video – especially by the information and education seekers.
Plus, you have to think of all of the other benefits of online video with a direct response call to action.
- More local search engine content (Great for any small business)
- Content for your own website/blog
- Useful for Search Engine Marketing (SEM)
- Brand building (even though this is the anti-brand building series, I couldn’t resist)
- Post to your social media pages
Finally, cost is not nearly as prohibitive as television video production. Some businesses have gotten away with professional online video cost of $300. For $300 and a local ad buy, I would be more than willing to take the risk. In fact, be on the lookout for the Hand Raiser Marketing online video call to action. What’s that? Probably not the best idea for selling professional services? Well, I guess there go my dreams of creating a jingle and imploring you to come on down to the car lot off of exit 12 just past the Sonic! Home of the guitar playing consultant!
There you have it, the nays are drowned out by the cacophony of yeah’s for direct response online video. What’s next? I haven’t decided yet. Let me enjoy this win for the next 24 hours before I get back to work. Have any case studies of online video successes? Inquiring minds want to know.