Printer's Tip

Using Video in your marketing campaigns

Have you thought about using video in your next marketing campaign? In today’s world, most companies’ marketing strategies almost always include the Internet, and according to several studies, videos are gaining increasing popularity.

According to a December 2008 survey by Permission TV, 67% of senior-level decision makers of various industries said video was a primary focus of their 2009 marketing campaigns.

Video lengths (5, 15, and 30 seconds) along with video placements (pre-roll, in-banner, and in-text) need to be considered when planning for a video marketing campaign. Keep these tips in mind the next time you’re preparing to incorporate video in your advertising mix*:

• Do: keep videos about 15 seconds in length, as videos this length have been found to have a high brand association.
• Do: use 30-second videos with user-initiated in-banner placements.
• Do: consider using a 15-second video when planning for pre-roll placement, as this combination has been found to increase awareness and impact positive brand recognition.
• Do: use user-initiated in-text videos with all three video lengths, as these combinations show high levels of online awareness along with an increased intent to take action.
• Don’t: use 5- and 15-second video ads in in-banner placements, as they usually go unnoticed.

*source: Interactive Advertising Bureau, Millward Brown, Dynamic Logic