I’ve been around video internet advertising for some time now, and too many times it is just not done very well.  But when it works, it is amazing.  I’ve seen video dress up an accounting firm and make it fun and inviting, while selling the business.  Here are some tips when integrating video in internet advertising.

1. Get people to watch the video.

Obvious, yes.  Done well, rarely.

Pay attention to how the video works with the internet advertising platform.  If it starts with a still shot with a “play” button on it, make sure the first frames of the video has an “ad” on it with your company name so at least there is some name recognition even if they don’t play the video.

If there is a 10 second “pre-roll” of the video, as is the case with ExchangeMyAd.com make sure there is some movement or action that draws people’s eye to the video and makes them want to click to see the rest.

2. Make sure the video isn’t too long.

A good rule is to keep the video to 30 seconds, maybe 60 seconds if it is really good.  People just won’t wait forever to get to the good part, especially with internet advertising—they don’t have to, and they know it.
If it takes a while to explain your business and 30 or 60 seconds won’t do it, consider using a teaser video (like a movie trailer), and then post the full length version on your website.

3. Actually sell your product in the video.

Don’t get too caught up with a cool concept that the product or service is diminished.  This video is intended for internet video advertising, emphasis on the advertising.  People need to clearly know what you are selling and become loyal to your business for that product or service.  Cool is fun, just not always effective.  You must find a way to make the video advertising cool and effective.

4. You don’t have to use video.

Video is cool, it is powerful, but it isn’t the best for every business.  Some businesses prefer to use flash ads without video, because for their business it has shown to work better.  However, the right internet video advertising platform, matched with the right business and campaign is amazing to behold.

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