The Internet is like Earth millions of years ago: a cooling mass of magma still acquiring a shape and function. With generations of users (read: customers) in the offing, advertisers and content producers like me are still looking for ways to make money off this incredible, intimate, and interactive medium. Some things work, some not so much. But the amount of money spent on web advertising continues to climb around 40% per year. That’s really, really good.
One thing that does work is video. These statistics are just the newest reminders of the explosive potential of the Internet and its diverse, intelligent, and dedicated audience. Unlike its much older and conservative grandfather television, there’s nothing close to a rigid format like commercials that ad creators and sponsors are obligated to use. User-generated content gets lots of hits i.e. cat videos but pet food makers have not found consistent ways of making money from them. TV commercials and other widgetry are inserted into TV shows and movies on the web but the jury’s still out on where they work best: at the beginning, middle or end? Under, over, or next to? Five seconds, seven seconds, 26.57 seconds?
If you’re company is wondering where or how to use video to advertise in the coming year, read this article for some good, solid information on what works.