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Oct 06
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Methods of marketing video online are almost dead last in a survey done by eMarketer.com, almost dead last, as a trusted resource that is.
True, millions of people watch videos every day, YouTube is still extremely popular. Yet, the survey says, people would not trust an ad online with a video. What I find interesting also is, high up the list, the survey says they would trust a “consumer online opinion”. In fact, they would trust that more than an editorial from a leading newspaper.
So, what is different with an unknown consumer’s opinion and an unknown video creator’s ad? I am only offering my personal opinion here, so take it for what you will. Seem’s to me that people believe another human, that it is just a natural happenstance. And that something about a video ( which features humans alot of the time ) ad turns them off. Let’s see, could it simply be that they know an ad is trying to sell them something? That would be my best guess.
How do we get sales from videos then? My thought is, the video needs to show a human talking in a regular believable conversation in order to get attention. If it can look like a candid conversation, then I think this would be much more believable. No one likes to be “sold”. This is why Tivo is so popular. And if we could all just avoid ads and commerce, we would. Until we need to buy something. Then we search the internet like crazy monkeys hoping to get an opinion, and not only that, but a good deal, no scratch that, the best deal. Maybe we just need to get it that people do not want ads mixed into videos. Maybe we are all simply spoiled and expect everything to be for free. Yes, I think that is it.
Ads served on internet searches is also listed very low on the trusted survey results. Yet, we hear that Google has made tons of money with no end of domination in sight. Enough people click on the ads to ensure that the advertisers have to pay Google. Maybe they are just searching and not always looking to buy. Maybe Google just makes all their money from the advertisers? Well then they would not be able to stay in business for long, so it cannot just be that.
So, they want to just watch videos when they go to YouTube, and they just want search results when they use Google. Hmm. Maybe the only point here is, people are well aware that what is presented is an ad. Awareness.
Recently the FTC has stated that bloggers are going to have to somehow let readers know that their “online opinion” has been paid for, or if they have received a free product in exchange for a review. Will that totally change this survey? I am thinking it will , after people really get it that internet marketers are, well, marketing to them. It may take a while for them to let it sink it, see it a few times, hear about it a few times. In the meanwhile, marketers can continue to make a living online.
