Online Video Marketing: Placement Spells Success

For those of you who have been marketing on the internet for any length of time you’ll no doubt be aware of the fact that the only constant is change and you can expect although the fundamentals might stay the same, all forms of online advertising need to be tweaked from time to time to ensure their effectiveness.

Online video company Youku.com Inc is a great example of what to expect from the technology that’s been considered a major player in online advertising for years now. The Chinese firm debut on the New York Stock Exchange Dec. 8 was lauded as the most positive first-day performance for a stock in the U.S. in years. Shares in the firm more than tripled over the first few days of trading from their initial offer price of $12.80, and although they have not had the strongest performance since, interest toward video marketing home and abroad remains unabated.

Video marketing is not just holding it’s own but it’s growing. Traditionally this form of advertising has been the domain of the ad network and they have been the one entrusted with getting your goods and services to as many eyeballs as possible. However there’s a new trend that’s moving more and more toward specific targeting.

Consider. Branded customer content is the number one way for online advertisers to market their products online and length is essential when it comes to this form of advertising. Customer engagement is the primary driver behind this element and so ad placement becomes a critical value.

While longer video ads can come in handy and be effective, remember that placing video in traditional adverting places like pre-roll and in-stream banner ads is not the best idea when you’re looking for the benefits of engagement.