People are very attracted to everything new; so attracted that they even tend to leave behind their former point of focus in favor of the shiny new thing out there. We traded in carts for cars, radios for TVs, phones for smartphones, mail for email. And now we are ready to make the switch from advertising to online video advertising. A simple question remains though: are marketers ready to make the switch and is the market ready to become fully digital?
This is a valid question taking into account the fact that for decades now, the TV stations were the ones which made the law in the advertising world. All campaigns started in print and spread to all media formats, but the strongest and most invasive and the most believable of them all was the TV screen everybody turned on religiously turned on every day after getting home from work, school, a date, shopping, a visit. So can consumer’s attention really turn to the device that has been hypnotizing them for so many years?
It already has! Apparently, the latest device on the market is the one to be considered as the next means of transmitting commercial messages. As long as it has an Internet connected, it has room for anything related to online video advertising.
Nowadays, people can live without turning on the TV after getting home, but it seems that they cannot go long without checking their Facebook page or their e-mails and other accounts of various webpages. These webpages are great for the placing of online video ads. Users can run into them every time and they will become better acquainted with what you are selling. Even the beginning of an ad will draw their attention more than the commercials running in the backround on the open TV.
Another aspect online video advertising specialists can benefit from considerably lies in the fact that the attention with which people surf the Internet is much higher than the focus level of people when they are watching TV. Compared to a dulled state in which information is mainly thrown at them, Internet users are more alert and are looking for information instead of being the recipients. They have control and they can skip, select, add, join, close or open, in other words, they have the power to dispose of their time online however they see fit. And if one thing they come across is still not entertaining enough, the Internet is vast enough and there is always something online to catch their attention. So, why not add an ad to that?
Many marketers are still reluctant to make the switch permanently because there have been great investments done in the television area of advertising. The industry behind it is very big and loses would be tremendous is all of a sudden all commercial information got moved online.
