Why Digital Videos Can Score More Views Than TV Ads

Should you plan on putting your ad on TV or the web? A lot of people are asking that question these days, and with good reason. In an ideal world, you should be able to put your video on both. Hencar gives you broadcast quality video, which is automatically good enough for the internet, so no problems there. But that still begs the question: Is it worth the time and money to put your new video on both? Or does one outlet outperform another?

Huge surge in digital ad spending

There’s no doubt about it. Spending on digital advertising is skyrocketing. Ad Age says during the first six months of 2015, that spending jumped nearly 20% to more than $27 BILLION dollars in the U.S. alone.  One survey found that more than 70% of ad agency respondents feel online advertising is just as effective, if not more effective, than other forms of advertising.

But not just any ad format will do. Banner ads and other forms of static ads just don’t catch the eye any more. We’ve become used to them. It’s easy to breeze right by them. Not so with ads that capture and keep our attention, which is what video is designed to do. Video ads get up to five times more engagement than standard banner ads. And if you want more proof that video is the way to go, look at where some of the heavy hitters are putting their money. Check out this report from AdWeek, which says telecoms are putting a huge amount—upwards of 75%—of their mobile ad spending into video and rich media ads.

The benefits of web video

We want to give you good reasons for seriously considering digital placement for your video aside from the trend reports. Just because everyone is jumping off a bridge doesn’t mean you should do it. But, if everyone is jumping off a bridge and safely landing in a huge cushy pile of potential revenue and new customers….

Easier cost for you,  easier access for your audience

So, here are some solid reasons to consider digital video ads rather than television spots.

Ah, the heyday of TV advertising, when we all gathered around the set in awkward poses

In general, you’re going to pay less to get good video placement on the internet than you would for a televised spot. You also have tighter control, and at the same time more flexibility, to set and alter a budget as needed.

But cost control isn’t the only area of control. If it’s on the internet, you don’t have to wait for people to go to the sites you’re advertising on to see the spot. As long as your video lives somewhere on the internet, you can post links to it on social media and send them out in email campaigns.  You can’t really do that with ads that are only airing on television. Compare these two messages: “Hey everyone, drop what you’re doing at 8:17 PM tonight so you can catch my new spot on Channel 11! Bob, see if you can get the doctors to postpone the surgery to remove the unborn twin they just found hooked to your pancreas.” or, “Hey everyone! Check out my company’s new video ad (link here)!” The unspoken part of the latter message is: “At your convenience.” What could be more convenient than getting rid of that parasitic twin before you watch your best vendor’s new ad?

Of course there’s always the DVR factor in television programming, but come on, when was the last time you recorded a show to watch at your convenience, and then eagerly sat through all of the commercial breaks too, rather than using the fast-forward option? Even if you use paid, boosted social media posts and hire a service to handle your email campaigns, you still get a lot more bang for your buck with video on digital platforms than you would from paid TV spots. If brand recognition and buzz are the main goals, digital campaigns get the job done nicely.

Who’s really watching?

It’s also easier to track audience engagement through internet video. The traditional way of tracking television viewership, through the Nielsen rating service, isn’t a solid indicator of how many people are actually watching ads. Someone could get up and walk away the minute a commercial break hits, with the intention of coming back once the program resumes. Just because 30 million people were tuned in to a program last Thursday, and didn’t change the channel, doesn’t mean all of those 30 million people saw your ad. It’s only 30 million potential viewers for commercial breaks. People still have that annoying habit of going to the bathroom. Of course 30 million potential viewers are better than 300 thousand potential viewers, but there are still no guarantees.

On the other hand, internet services have a variety of parameters for determining how many views a video gets. YouTube is a little more stringent than some of the other services, so if it says someone watched all or most of the video without clicking away, chances are someone watched the all or most of the video. Think about it: If you put a video on YouTube, and it gets 300,000 confirmed views, would you be happy? You should be, because Google owns YouTube. If you have that many views for a video on YouTube, then your video will rank much higher in Google searches. So, people looking for the product or service you’re pitching will be much more likely to see your spot in a Google search than a spot from your competitors.

It's easier to see how many people are clicking on your internet ad than how many watch a TV spot

It’s easier to see how many people are clicking on your internet ad than how many watch a TV spot

The search engines don’t care that your ad played during NCIS. And most business leaders (OK, every business leader except those two crackpots in Bulgaria) will tell you that they get their business leads from active research or networking efforts (the kind that happen through internet channels), not because they saw an ad during their favorite prime time drama. Don’t forget, cable and satellite TV audiences are shrinking because more people are getting rid of those expensive services and opting for Hulu, Netflix, and similar streaming options. That’s another reason you’re more likely to get attention on a digital platform than TV.

The best of both worlds

While we want to make sure you understand why digital video ads are effective, we don’t want to totally dissuade you from doing traditional television ads. What we will emphasize is that you must, absolutely MUST put them on the internet as well. Put them everywhere you can. Create a YouTube or Vimeo channel (remember the YouTube/Google connection). Make sure they’re prominently displayed on your website. Once they live on the internet, make sure your business associates, clients and potential clients know about them through social media posts and emails.

Don’t underestimate how far a well-done video can go. If people like it, they’ll share it. You can’t do that with an ad that only airs on television. Here’s some incentive for putting your ads on the web: Budweiser got more than 30 MILLION views for a 2015 Super Bowl spot on its YouTube channel. A Toyota ad featuring Back to the Future stars Christopher Lloyd and Michael J. Fox got more than 3.5 MILLION views in just over three months. Make sure your seat belt is fastened for this one: A tongue-in-cheek Delta safety video has more than 9 MILLION views.

Regardless of the ultimate destinations, it’s a sure bet that video is the smart way to spend your advertising dollars. Let Hencar help you craft a video you’ll be proud to display on any platform.