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Online Video Is the Next ‘Must Have’ for Local Advertisers |
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According to a recent Kelsey Group report, “Online Video: A New Local Advertising Paradigm,” nearly 60 percent of adults say they watch online video. And more than half of viewers say they sometimes visit Web sites or physical stores and make purchases in response to videos they have seen. This widespread acceptance of online video, combined with increasingly affordable production, is positioning video as the new “must have” for small-to-medium-sized enterprises (SMEs).
“Video . . . has the potential for easier integration into a cross-platform [advertising] product bundle because it is less abstract to advertisers and sales reps than an option such as pay-per-click,” says Michael Boland, Kelsey Group senior analyst. “Overall, small-business video advertising can combine the traditional strengths of pull-based directional marketing, the Internet’s targeting capabilities, and the emotional and dramatic power of television.” |
