The New Media Ad Model: Banner Ads vs. Video Marketing
As a videographer, I adore the creative side of this industry. As a business owner, I appreciate the promoting side of the business. Video and new media are joining both worlds giving business owners and videographers a chance to rethink, redefine and rework their method for an online audience. One industry that’s far in front of the curve when it comes to branded video content is the always forward thinking haute couture industry. The Gareth Pugh S/S 2011 Collection video by Ruth Hogben is the ideal example of how the fashion industry has embraced new media. In the nine months since the video was first released, it has received over 90,000 hits on Vimeo alone. That is over 10,000 hits each month! Did those numbers make you ask, “Are my standard ad campaigns generating similar results and worth the cost?” Are you pondering how much you would you pay for this kind of exposure?
Out with the old.Banners
Let’s make the assumption you are paying $500 a month in banner advertising or $6,000 a year. Banner ads convert about one percent of internet site traffic. Presuming a fair site gets about 25,000 unique visitors per month, at one percent, your ad will get about 250 clicks per month. Here is something else to consider: banner and print ads do not market themselves nor do they have the ability to go viral through social media. According to Bloomberg Business week:
“The unvarnished truth about online adverts is that precious few people actually click on them. And the p.c. of people who make a response to common “banner ads,” the ever-present interactive posters that run in fixed places on sites, is shrinking steadily.”
In with the New.Media
Utilizing the banner ad model above, you produce a video for $500. It gets over three thousand hits in the first month. Your video has just received more traffic in a month than your banner advertisement will most likely receive in one year. For the $6,000 you pay annually for normal banner ads, you can produce one video each month generating 12 times more traffic!
Will your business embrace the new media ad model?
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Tags: Video Marketing, videos
