Introduction
Video is the new big idea, or so says all the buzz in the media trades and conferences. Everyone's doing it and so should you. Or should you? The truth is, video is still ramping up and many advertisers are confused about existing opportunities that are out there and how they can truly leverage this exciting channel.
Now we have ways to go beyond using current TV assets and make interactive media more engaging. To date, the majority of advertisers use video in banners. So using the various rich media companies, marketers insert video streams in banners (user-initiated, of course), both in the main banner or within expandable units. This is a great first step, but it is still a push medium that involved the user taking some sort of action to view your video.
Beyond video in banners, we now have many more opportunities to engage consumers with sight, sound and motion just like we can with TV, but with the added benefit of interactivity and the viral ability to pass our message on to more than our initial exposure.
How do we create these connections and engage consumers on a more personal level in the ways that they want to consume their media and ultimately our brand message?
Here are some concrete ways you can start to make this happen.
Author notes: Pam Stein is the CEO of Charlotte's Web Marketing. Read full bio.
