For Marketing Leadership Professionals (Length: 18 pages)

October 3, 2006

Should Your Brand Use Online Video?

Advertisers Must Think Like Content Providers To Engage Video Viewers

by Brian Haven

with Chris Charron, Tenley McHarg, Remy Fiorentino

Executive Summary (This is a document excerpt)

With more than half of adults (53% of consumers 18 and older) stating that they view online video, we're witnessing the early signs of mainstream adoption of Internet video. Given that Gen Xers and Gen Yers view video more often than older generations, this sought-after audience is a prime target for video advertising. However, with diminishing effectiveness of standard online ads, marketers need to be more creative with their messages and targeting. To leverage online video in order to target customers effectively, marketers must think like content providers by creating entertaining video, not just placing ads. Some retail brands, such as Amazon, Borders, Best Buy, and Gap, actually have significant numbers of their customers viewing online video — making them a prime target.