Online Video, the Catch Twenty-Two of Advertising?

The online video production and online video advertising industry insiders were buzzing yesterday when this Tubefilter article was published announcing that 80-85% of video ads are skipped.

REELSeo responded and published this article, which asks the question, “are we too optimistic when it comes to online video advertising?”

Is everyone really as shocked as they are writing? Online video and video on demand services have allowed us to skip advertising for years now. Skipping advertisements is almost the pioneering purpose for why people have turned to watching online video in the first place. At least, my thought has always been:

“If I watch my video online than I can watch what I came to watch and that is it. I don’t need to sit through an ad that I know is intentionally trying to sell me something.” 

First and foremost, however, I watch video online to be entertained. If I can’t skip an advertisement I am still pretty hell bent on watching a video, however I am just going to walk away really quickly and come back when the video is on.

I continuously search for the best in online video so that I can share with my friends and they can see that I am knowledgable of what is out there and also portray that I am a funny, witty and carefree kind of gal.

Due to an increasing use of tablets, smartphones and the like, mobile and online video numbers are on the rise according to this Business Insider article. I have to ask advertisers: is online video the “catch twenty-two” of advertising? 

Since it seems inevitable these days that some thought needs to be given to online video but online video advertisements are only watched about 15% of the time, how can advertisers guarantee that their message is going to be viewed?

This is a call to big ad agencies and ad executives: Tell me, how do you feel about this? What are your plans to handle this? Do you think it will change? Can it and how will it?

I think the answer is simple, advertisers need to consider putting their dollars towards entertainment. Less ad focused content and more entertainment focused content will guarantee that your dollars are being spent wisely. Think about it. If I am going to watch a video, skipping an advertisement, you might as well find a way to make the entertaining video somehow your advertisement.

I’d like to hear some thoughts on this. Tweet me @TheeAmyDee.

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Need to learn more about how to create an entertaining video for your brand? email Bryan Ryczek, Business Evangelist at ZoomTilt;  bryan [at] zoomtilt [dot] com.

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