Digital Marketing Developments In The Online Video Industry

One of the best ways to make an online digital marketing video viral, is to create content that viewers will love. Fragmentation of television viewership through the creation of niche channels has changed almost everything, for content creators as well as for advertisers. Some digital marketing videos on YouTube have received millions of hits, while others have received less than a hundred. Think of it. Previously, marketers had to force viewers to watch their content by sandwiching ads between interesting content. Today, however, many users prefer to watch those same ads instead of content.

The importance of online videos as a digital marketing channel was discovered by YouTube in 2009, when they announced Promoted Videos. Just like Google's AdWords feature, YouTube's promotional videos allowed companies to bid for placement in the website's search results. Initially, they were surprised at the amounts which digital marketing professionals were willing to pay for different key phrases. In many cases, the auctions regularly cleared at around 10 to 40 times the usual cost-per-view of advertisements on network TV.

The main reason for this was because marketers realised that viewers were really paying attention to the online videos displayed in the search results, as opposed to television ads which are usually ignored. This meant that advertisers did not require to purchase more airtime for displaying an ad continuously, and force viewers who tuned-out the first time to watch the ad later. Some of the popular digital marketing videos on YouTube in recent years have been Evian's 'Roller Babies', and Dove's 'Evolution'.

These results allowed YouTube to give digital marketing advertisers the option of only paying for engaged views on a cost-per-view basis, through TrueView Video Ads. InSlate, one of the formats of these ads, allows YouTube users to select to watch one of several available ads before long-form content. Another format, called InStream, enables viewers to skip a digital marketing advertisement if they do not find it interesting. For both formats, advertisers need to bid on a cost-per-view basis, and pay only if a viewer decides to view their particular video.

Basically, this is how the online video industry is developing. Some time ago, VivaKi's 'Pool' initiative recognised the fact that advertisers can create captivating content by selecting the ASq format as the standard for the industry. ASq allows users to select the type of advertising experience they would want, which would validate the migration of video sharing websites towards opted-in engaged views.

Previously, television channels earned huge revenues by playing more advertisements per hour to their viewers. Online video sharing websites are working to reverse this trend. They believe in displaying fewer digital marketing ads, but garnering a higher advertising impact through every ad view, which can lead to increased benefits for the advertiser.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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