Online video advertising: managing client expectations

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Online video advertising: managing client expectations
Online video advertising: managing client expectations

Customer relationship management is as much a tool of the trade as any other in the advertising/marketing industry. Imperative to the success of a lasting relationship is controlling the unique expectations of each client and translating your success into their ROI.

Quantifying the value of a campaign to the client has been made easier over the years through a variety of tools specifically created for that purpose. Years of using traditional means and methods of advertising have fostered trust and educated people on the applications and systems of measurement. The new online video-advertising frontier is causing many marketers trouble when clients pressure them for an understanding of what exposure their money is buying.

More consumers are now getting their daily video entertainment fix online, with increased popularity and accessibility of full television episodes and movies. This has, along with DVRs and other alternative channels, helped devalue traditional television branding, which is now at an all-time low. So when choosing the best methods of exposure, it's important to know where the next emerging market is and how best to capitalize on it.

As the North American CEO of online video streaming company Vividas, I've learned that education and organization is the best advice for marketers when they “sell” online video advertising to their clients.

First, provide your clients with a streaming solution that is easy to embed into the internet site – the less technical the more it will be viewed. Second, make sure your client is aware of everything during the campaign — guarantee that the vendor you are working with targets the correct audience and monitors and provides statistics throughout the whole campaign, including how often an advertisement is viewed and for how long, click through ranking, and how often it is forwarded. The more information you provide and the easier the project is implemented, the better your new advertising effort will be received.

One example that I can provide is an online advertising campaign that we provided Fosters Group recently to make them globally viral. The first campaign, “The big ad,” brought international recognition to the beer brand when it received 1 million views in the first two weeks (3.5 million views over the campaign) and was viewed in over 132 countries. The company's second campaign, dubbed “Flashbeer,” was viewed in more than 150 countries and more than 700, 000 times in the first two weeks (September 2007).

These examples however, also provide a relevant segue to my third point: An important part of managing the client relationship is to highlight the content itself, communicating the importance of it being marketable; hence managing their expectations.

Make sure that the content is good, the platform is effective, the method is communicated and the delivery targeted. Content may be king, but the effective seeding of it is the catalyst for success. 

Iain Molland is North American CEO of Vividas. Reach him at imolland@vividas.com.

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