Pro Motion Media Blog

Video adver­tis­ing can be a great way to engage and reach your prospects. It refers to all full-motion visual pre­sen­ta­tions of infor­ma­tion, prod­ucts or ideas. These pre­sen­ta­tions usu­ally include audio and text por­tions but what sep­a­rates this form of adver­tis­ing from other forms  is its full-motion image aspect. The use of video, as a mes­sag­ing tool, has grown tremen­dously with the advent and pro­lif­er­a­tion of video-ready equipment—from tele­vi­sions and cable chan­nels, Smart­phones, Tablets, and the new wave of upcom­ing Ultra-Thin lap­tops that all con­nect to the Inter­net via broad­band or high-speed connections.

In the past, video adver­tis­ing was broad based,  pri­mar­ily con­sist­ing of  tele­vi­sion, as it reached a large num­ber of con­sumers with­out much dis­cre­tion. This has now changed.  The mar­ket for video adver­tis­ing is grow­ing as out­lets for con­sumers to view video is ever increas­ing and being incor­po­rated into our daily lives. Many new tech­nolo­gies are mak­ing video pre­sen­ta­tions viable in unex­pected places. AdsOn­Feet, wear­able flat-screen LCD TV vests(?!) , small devices like smart­phones (the whole Apple “i” fleet!),  Sony’s rev­o­lu­tion­ary new fully rol­lable organic screen, which is in devel­op­ment, and Social Media will expand those bound­aries even fur­ther! These increased out­lets for video adver­tis­ing both increase the size of the mar­ket and increase the advertiser’s abil­ity to really get cre­ative and tar­get their mes­sage to a very spe­cific demo­graphic and consumer.

Ongo­ing devel­op­ments are mak­ing video adver­tis­ing ever more acces­si­ble to the small busi­ness. When video was pri­mar­ily used to reach a broad con­sumer audi­ence, it was not ideal for a small busi­ness or one oper­at­ing in a niche mar­ket, and was typ­i­cally very expen­sive, not only to pro­duce but to broad­cast as well. With the abil­ity to focus the mes­sage and the low cost dis­tri­b­u­tion points of the mes­sage through new video adver­tis­ing out­lets, small busi­nesses can tar­get video in the medium that best suits them. There are sev­eral video options that can be used effec­tively by small busi­nesses of mod­est finan­cial means. One of the “new breed” worth a sep­a­rate men­tion are viral videos. They can be either large or small pro­duc­tions, but all have one fea­ture in com­mon; they don’t “adver­tise” in the tra­di­tional sense. Instead of club­bing you over the head, they inge­niously and innocu­ously plant their prod­uct or mes­sage in a very dis­creet (and usu­ally very enter­tain­ing) way. They can have tens of mil­lions of views and be shared through social media medi­ums such as Face­book, Vimeo and YouTube. The only draw­back is that  there are no guar­an­tees in virals. Some­times they strike a chord with peo­ple, some­times they don’t.

No mat­ter what route you choose , from the basic and straight for­ward to the elab­o­rate and big-budget, by focus­ing your mes­sage for a well-defined audi­ence, and hav­ing high pro­duc­tion qual­ity, it can also be very effec­tive. Decide on your call to action, be cre­ative, and use your imag­i­na­tion; the face and the reach of video adver­tis­ing is ever evolv­ing and doesn’t show any sign of slow­ing down any time soon!