With the rise and success of online video, more and more businesses are investing less in television advertising, and relying more on web videos to help promote their products and services. With higher conversion rates and a significant improvement in ROI versus TV ads, it’s no wonder marketers are turning to the web to reach their target market in a more cost-effective way. Are television commercials going the way of the dinosaur? After nearly 100 years, it’s hard to imagine a world without TV; but with many people switching to online streaming to get the shows and movies they love to watch, it could very well happen.
Television vs. Online Streaming
Video has always been the strongest form of media for the average consumer. With audio and visual stimulation, it has been the best way to get a message across for the past several decades. People all over the world have turned to video for entertainment, education, and information, and will continue to do so for generations. It seems the only change that has occurred over the past several years is where consumers can get video. With online video sites like Hulu, Netflix, and RedBoxInstant.com, viewers can watch their shows and movies nearly anywhere, from a desktop, smartphone, or tablet. Many people have even cancelled their cable or satellite TV and replaced the services with Hulu or Netflix subscriptions. This is often because viewers believe they have more options online, and can watch whenever they like.
TV Commercials vs. Web Videos
The steady shift from television to the Internet has advertisers adjusting their budget to include more web video. Statistics show ads run during online video programs are more likely to be seen than commercials run during a television time slot. This is likely because consumers are used to getting up during a TV commercial to do something else. A “commercial break” is just that – a break from the TV program to get up and get a snack, or go to the bathroom. The scenario during an online video program, however, is quite different. Many online videos have “pre-roll” advertising: video ads that appear before the program that can be skipped after a few seconds. This is usually the only time viewers will see an ad, as the videos online are much shorter. Some longer programs have a half-time ad, where a 30-120 second video commercial is shown halfway through the program. This version of a “commercial break” is often too short for someone to stop watching and get up to do something else.
Video Marketing Adaptation and Integration
While online video is on a steady path to dominate the advertising market, national and international corporations are still running advertisements on television. This is because TV commercials still work in certain markets, for certain target demographics. As generations adapt to the Internet, more and more people will abandon the television and seek high quality video entertainment on the web. Marketers adapt by running similar ad campaigns on both television and online venues. Several big brands are already integrating their television promotions with online campaigns, inviting TV viewers to find them on Facebook or Twitter, or holding contests and sweepstakes that can only be accessed online. This is how businesses can slowly shift from TV advertising to online video advertising.
If you have questions about creating television commercials or corporate web videos for your company website, contact the experienced video production team at In Focus Studios. We can help you determine which type of video is best to engage your target market.