When you think TV and video advertising, you probably think expensive media buys and production costs, making the medium available only to businesses with significant advertising budgets. But the Internet has eliminated the need for expensive middlemen when it comes to video advertising. In addition to low-cost production options and do-it-yourself services for media buying, video advertising has become highly accessible for just about any business. ??
Similar to how countless other industries have been transformed by the Internet, video production companies have used the Web to make their services far less expensive and more accessible. ???
TurnHere is one such company, who with their own production talent and equipment let you create commercials for less than $1,000. After requesting their services online, they’ll send a production team to your location, conduct an interview with whomever you’d like on camera, and film your business in action. ?
Once that’s done, TurnHere will put your video online and let you request minor edits. When done, you can begin using that video on your own website, in online ads, or in actual TV commercials.???
Now that you have your commercial, you need to decide where to place it. While at the very least, including it on your website is a great way to give potential customers a more personal introduction to your business, using it for advertising elsewhere is also made easy by a number of Web services. Here are a few:??
Google: Not surprisingly, Google has turned its massive AdSense network into an option for video advertisers. In the same way you can target specific keywords or websites with text ads, you can now do the same with video ads, with a budget as high or as low as you’d like. ??
YouTube: Additionally, now that Google owns YouTube, you can place targeted ads on the world’s most popular video site through the company’s “Promoted Videos” program. Similar to Google, you select keywords and a budget, and your video will appear whenever users search for a given term, up until your budget is reached. Best of all, you only pay when someone actually clicks to watch your video. ???
SpotRunner: If you want to advertise on television, SpotRunner provides a shortcut. They provide access to local cable channels, so you can run TV ads that appear only to the audience you’re trying to reach. They do all the work in terms of placing your ad with the networks and monitoring your campaign to make sure it runs at the times you want. Additionally, like TurnHere, SpotMixer, and Spotzer, they can help produce your ad as well. ???
Trial and Error????
Although the landscape has changed for video advertising, ultimately, a successful campaign will come down to having the right message and having it delivered in the right spots. One of the huge advantages of doing it online is that there is room for constant testing and adjustments, without breaking the bank. ???
If the ad isn’t working for one keyword on YouTube or on a specific cable channel, switch it up. If nothing seems to work, maybe you need to try a different commercial. One thing is certain though: video ads can be highly effective when done right, and now that they’re affordable for most businesses, it may be a format worth considering.