Then and Now – Main Differences between Traditional Advertising and Online Video Marketing Advertising

Is the consumer king now? Yes, he is. Is the consumer the one who dictates the direction of the advertising industry? Yes, he is. Is the consumer the one to force the industry to make the switch from traditional to online video marketing? Aparently not yet!

It seems that although most of consumer interest and attention has been moved online, there is still that remnant of days gone by which draws us in front of the TV set and glues our eyes to the TV commercials although the Internet is always a better entertainment option. It seems that old habits die hard and we are yet to learn to transfer all of our energy in truly productive and efficient things.

But what exactly could determine the change? What is the difference between the two?

• Convergence: the same ad can be experienced differently on various devices. A campaign for online video advertising can be conceived keeping in mind the fact that we now like to keep all of our connected devices near us.
• Interactivity: you don’t like it? Fine, switch it off. But look at the first couple of seconds first, just because this company is sponsoring this cool site you are currently spending time and and enjoying ourself for free.
• Selection: You might not be bombarded with commercials like when you are watching TV. But this does not mean that it will be as if you dropped off the side of the Earth and you will not know anything about anything anymore. No. You will see a little of everything and you will really look into the ads that catch your eye. This means that you will choose to see the ads of some companies, you will learn their names and even test their products. This is one thing online video advertising can do when empowering the consumer.
• Proven results: 75% of ad agency executives who have already tried online advertising campaigns claimed that they were considerably more effective than the traditional ones. What is more, according to the results registered in 2012, more than 20% of all videos people watched online were commercials. This number is high enough to make a statement by itself.
• More enjoyable: apart from having the possibility to close and pause them at will, consumers can also enjoy a wider variety of types of online video advertising techniques, ingeniously hidden in the webpage they open. This means that apart from the pop-ups and the roll-ons, Internet users can find quality ads placed in an intriguing manner all throughout a page. This can really keep them guessing.

When compared to the traditional forms of advertising, online video advertising has the specifications that will make most marketers drop everything they know and adopt this new trend. However, TV advertising is too big of an institution to be replaced so easily and over night.