Small firms urged to use online video marketing

Tue, 06 Oct 2009

Online video marketing presents some "fantastic opportunities" for businesses, one industry expert has suggested.

According to Shaun Bailey, the chair of the Direct Marketing Association's (DMA's) Agencies Council, firms should be looking to use the medium in their online promotional strategies.

He said that technological advances and changing consumer behaviours are providing new opportunities for advertisers, despite the recession.

With online video now accessible via a TV as opposed to being limited to computers with smaller screens and poorer audio, he suggested there were many options available to marketers.

Mr Bailey commented: "As digital TV and online converge we are able to use the assets of each channel to produce adverts that use full audio visual stimulus to engage audiences, with the added ability to target, personalise and, importantly, track audience behaviour with online metrics."

He commented that the challenge for marketers is how to use this relatively new channel to deliver accountable results.

Last week, the Internet Advertising Bureau and PricewaterhouseCoopers revealed that the amount spent on online marketing hit £1.752 billion in the first half of 2009.

Consequently, it overtook television to become the advertising industry's biggest sector for the first time.

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