There are important distinctions between television and online video, and marketers need to plan their campaigns accordingly. ComScore provides these steps for getting the greatest value for your brand.

If there's one myth that Tania Yuki, senior product manager for comScore Inc., would like to dispel, it's the notion that online video is a TV killer. "This is a partnership, not a duel to the death," she says. 

The real battle, Yuki says, is for the attention of the consumer, no matter the platform. And in fact, consumers' usage patterns for online video and TV are completely distinct, with the power of online often giving incremental reach to TV. Consider the Obama inauguration, for example. Thanks to online video, an additional 13 million people tuned into the event, she notes.

But not all video viewers are created equal, Yuki says. And neither is the content they choose to watch. Thus, marketers need to give significant consideration to the goals of their campaigns and the audiences they want to reach before diving into online video advertising. After all, while advertising alongside premium TV content online may be ideal as a brand messaging tactic, marketers more focused on direct response may have better luck appearing alongside how-to video content, Yuki says.

In navigating the complex field of online video advertising, Yuki recommends marketers follow these five steps to help create value for their brands.

1. Get clear
Before diving into online video, marketers need to know what response they're seeking from the consumers they reach, Yuki says. Do they want to extend brand awareness? Then product placement might be the way to go. Do they want a direct response? Then find the places where people are receptive to making a purchase.

2. Get informed
Don't forego the planning process, Yuki says. Spend some time getting to know the online video habits of your target audience. See where various demographics are spending time online. Look at the available market research.

3. Get help
You don't have to go it alone. Seek help from experts who spend the majority of their time thinking about online video.

4. Get results (and measure them)
Especially nowadays, online marketers need to be accountable for their media spends, Yuki notes. Look back over campaigns to see how they've performed. Find out what worked and look to build on those successes.

5. Get promoted
You've done some great work in online video -- so make sure people know about it, Yuki says. Partner with companies that can help trumpet your successes.
 
Lori Luechtefeld is editor of iMedia Connection.