Display and Video / November 21, 2011 / By Mixpo Team

Your Viewers are Tuned in to Online Video Ads. Are you?

In a recent article, published by Radio & TV Broadcast Report, I shared several key insights our company has gained over the last few years working with local stations and broadcasters on promoting their tune-in shows using online video advertising.

Here is an excerpt:

It’s no secret TV viewers are not only time-crunched, but also multi-tasking across multiple devices while watching their “must see” programs. In fact, according to Nielsen, 40% of smartphone and tablet owners use their devices while watching TV.

Most stations continue to promote their line-up through a mix of on-air spots, radio, and even out of home (OOH) advertising. However, stations can not afford to overlook advertising that reaches the other screens capturing the minds and eyeballs of its target audiences.

Forward-looking networks and syndicators are investigating, purchasing and placing video ad buys to get in front of mobile audiences and, if you haven’t, it’s time to align your media plans with today’s media consumption habits.

You may be asking, “why video ads instead of display?” According to eMarketer, video ads are 60% more effective at building awareness than banner ads; consumers who watch video ads are far more likely to remember shows, channels, and times. Also, video ads are a “gimme” in terms of workflow because banners require separate creative effort.

Video assets – for example a: 15 preview for an afternoon talk show – can be instantly transformed into an ad using video ad production platforms. If you’re producing a promotion for on-air, it’s a bonus to use the same promo online – with a sprinkle of interactivity and localization.

For more of this article, including five tips on how best to use online video to promote tune-in, visit the RBR site.

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