Newsletter Archive - Local Search & IYP
Video Ads Get Real
06/20/2008 - Walking the hallways at several recent industry events there was a noticeable buzz in the air – video advertising is hot, and advertisers are jumping at the chance to add them to their Internet listings.
The Google acquisition of YouTube helped raised the awareness of the power and value of video advertising.
The concept of video ads isn’t exactly new – YouTube, Myspace and others have shown that even the simplest of videos can have a significant impact or tell a compelling story. But the projections of how fast it will grow are stunning. Forrester has probably had the most aggressive estimate for online video advertising spending in the U.S.: Internet enabled video advertising today is a $410 million market which will reach $7.1 billion by 2012.
eMarketer’s last July estimate was that online video advertising would be worth $4.3 billion in 2011. JupiterResearch projects that advertisers will spend $400 million on online video ads this year and $1.3 billion by 2011. An advertising analyst at JR even went as far as saying that 2009 would be the year when "video will really take off."
Yellow Pages publishers are taking notice and implementing and/or testing video applications publishers such as AT&T (through YellowPages.com – sample video ads), Idearc, Talking Phone Book, and Yellow Book, just to name a few. Frank Jules, the new President of AT&T’s Directory efforts noted at the recent YPA conference, that every rep in their Detroit office has sold a video ad within the first month it was offered despite facing what is arguable the toughest economic conditions in the US.
Currently local merchants have a multitude of opportunities to post their own promotional videos online for free to sites like YouTube or MySpace. However, obstacles in creating and promoting video ads are still there for most advertisers. Many believe that it will require full service providers (can you say Yellow Page publishers) to educate them and guide them through the process.
If there is one thing I’ve seen in the implementation of any new products/services especially in the online marketing and search space, it is that actual execution far exceeds any hype in importance. The big issue for publishers is how do they easily ramp up an accelerated video ad production capability. Enter a newer player we recently talked to -- AdFare.
For some samples of possible Yellow Page Video Ads, try these:
When Frank Rocco, AdFare’s Director of New Business Development first introduced automated online video ad production at the YPA conference in 2007 the product was probably a little ahead of its time. That introduction led to a number of workshops on profiting from video ads since then.
To be clear, the definition of a “video ad” is simply an online ad that has a moving image in it, a link to specific URL, and usually provides a call to action– the essence of direct response marketing. Video banners look like traditional online banner ads but also have either a set image or moving video within the ad that can be clicked on to forward through to a website.
AdFare offers a range of video production options:
- Completely automated Do-It-Yourself (DIY) for use by the advertiser or publisher,
- Do-It-For-Me (DIFM)-- Adfare's ad production service of high quality, low-cost video ads, their core specialty, usually within 48 hours.
- On-location shooting/production. AdFare can provide a very cost-effective original production, shot on-site at an advertiser’s premises, delivered in a week,
We all know that experience is also a valued trait in any key supplier the industry uses. AdFare has been offering their DIFM solution for nearly 8 years now, making video ads for small to mid size businesses. The company’s roots are in work for the newspaper industry on providing video enhancements for their sites. Their current client list is a blue chip of local and major newspapers such as the LA Times, Washington Post, Tribune interactive, Scripps Publishing, and more.
Here some examples of recent AdFare Video Ads.
Auto Dealer: http://adfare03.adfare.com/ads/standardtimes/videobanners/randall/banner.html
Real Estate: http://adfare04.adfare.com/ads/chicagotribune/real/page.htm
Race track: http://adfare03.adfare.com/ads/baltimore/videobanners/doverty/300x250/banner.htm
The company’s move towards the Yellow Pages industry is a natural as the typical Yellow Page advertiser has a similar profile to newspaper advertisers that have bought video ads – small to midsized business that don’t have an agency to support them, and want to improve its online image/offering with a slick, effective video ad within a reasonable cost. In the past, advertisers would need tens of thousands of dollars to produce a similar quality video, compared to the several hundred that these new ads cost.
The process of completing a video ad is now pretty straight forward. First, the various components are collected. These may come from a digital camera, other digital assets on CD Rom or even VCR, and in some cases just screen captures off the advertiser website. Then AdFare steps in with the latest software to merge the images into effective ad pieces. Voice-over and/or music is added and a video ad which just a few years ago would take a week in a production studio in now completely produced in just 10-15 minutes.
Check out this example of a streaming video ad for a real estate group. Follow this link and then select any of categories to see the video clip:
http://web.courierpress.com/advertising/tucker/index.html
The DIY solution is becoming a very popular option which enables advertisers (or publishers) to go as far as they want in creating their own unique video ads, or Adfare offers help through an extensive stock library of music, clips or images. DIY advertisers can also use a personalized voiceover created by themselves or use a professional voice provided by Adfare.
Now here is the other part I noticed that I think will become the really hot new product in the not too distant future: Mobile/cellular video ads. AdFare Mobile is now operational and will allow advertisers (or publishers) to have a video produced which can be viewed on a cell phone, ipod, or any other portable media device.
Click here to see a mobile/cellular clip: http://www.adfare.com/mobile.php
Publishers need to hear this – on any of the banners; AdFare can customize the ad wrappers and other areas so the publishers brand can be displayed within each advertiser’s message. This will allow the advertiser’s message to come across while clearly establishing the publisher as the provider of this latest technology.
About AdFare:
AdFare, located in Newbury Park, CA, employs onsite full-time website developers, software programmers, video editors, sales and marketing agents, customer service and admin support staff.
For more information please visit our website for more examples and information: http://www.adfare.com/, or contact Frank Rocco at415-847-1239, or FrankRocco@Adfare.com