I’ve advertised on internet video channels and here are benefits I found you can consider when media planning for internet TV and radio.
Advantages of Internet media
Reaching a Niche
Some people just prefer to listen to free internet radio and watch TV online. They’re usually young people who have modern technology and don’t use radios or have or can afford cable TV. If those people are your target audience, the digital channel is important for your campaign and you’ll want people clicking on your online ads or going to the campaign landing page.
Ease of Reporting and Tracking Ad Effectiveness
Thanks to services like Google Analytics, you can find out easily your ad’s engagement, impressions, and return on investment.
YouTube and other internet media offer you detailed information on people viewing and clicking on your ads (e.g. gender, age, interests). It is worthwhile to run campaign just to see which audiences prefer your brand and style of advertising. I’ve received a lot of marketing data from internet media companies by running ads.
Quick to Test Ads and Change Them
You’re getting real time data about ad impressions and clicks. You can easily test different ads and change them on the fly unlike traditional media. Your ad viewers are one click away from your website and the real time nature can aid in campaigns that are time sensitive.
Reuse your digital media
Most strong brands have videos and sounds clips online already. You can reuse parts or your organization’s existing media (e.g. popular YouTube videos) for an internet TV/radio ad.
Bonus: 3 Tips for Design TV/radio Internet Ads
So now that you’re exciting about making some ads, here tips based on data from past internet campaigns. One insight is very few people will listen or watch a whole internet ad so:
1. Front load important information and in the first 3-5 seconds of the ad. People who are really interested in your product will watch the rest if they need to.
2. The first part of the ad should have catchy visuals and/or sounds to capture your audience or allow them to self-select whether the ad is relevant to them. Here are examples – show a map to indicate a location, choose music to represent your product category’s environment, use text or voice to summarize the ad’s topic or provide a hook.
3. Be open to trying different variations of ads and then use the most successful one (one with the most clicks or engagement). My experience with 2-3 variations of ads is over time 1 will become the preferred one. An easy variation can be to alter the duration of the ad.