Beyond The 30-Second Spot: Online Video Trends

We’ve all heard the stampede of advertisers with slashed marketing budgets dashing online. Still, if you haven’t jumped in yet, there’s no better time than now to get started. So what are some online video options for digital marketers?

The value of brand connection and engagement for webisodes offers benefits that no airport banner or print magazine ad can compete with. Whether these are produced in a partnership, sponsorship or on their own, quality content is key. Webisodes are one element of brand channels but can also exist in other forms (for example, mobisodes) and other places (such as sponsored content outside of a company’s own channel).

A Diffusion Group study projects that by 2013, long-form video will represent almost 70% of online-video ad revenue, up from just over 40% today.  The great attraction to this form of video is not only can company sales and marketing teams leverage a company brand video, they can push it to customers on their Web site, blog, Facebook, YouTube and Twitter accounts. Good storytelling, believability and creative visuals still make the foundation for a powerful brand video.

How you engage online video as a digital marketing tool may vary, but it’s imperative at this point to do it. If you’re already there, congratulations  — but don’t sit tight too long. Interactive video experiences and interactive storytelling will be the next to hit their stride, and it’s never too soon to learn how to reach consumers where they want to be reached.