Video Advertising Works!

There is a quiet advertising revolution brewing in cyber space; those who participate will be rewarded. Individuals and organizations that want to “get the word out” have been limited  to some form of print media;  radio and TV are just too expensive and that is unfortunate because  you can offer more content in a one minute video than you can offer in a print article that takes one minute to read. Video advertising works; the only hurdle is the cost of video production. LEARN MORE

So what is the revolution?  It  is now possible to run an effective video ad on the internet for what it costs to run a print ad in a newspaper.

Audio/Video equipment has evolved making it possible  to produce effective video at significantly reduced cost.  Studio quality video productions start at about $1,500 per minute and go up from there. What I  refer to as “back-yard productions” can be done for much less; $40 to $100 per minute, bringing them well within the reach of most individuals and groups trying to  communicate with a targeted audience.

Social Media makes it possible to a target an audience at remarkably low rates. A recently posted  4 ½ minute Facebook video demonstrates the point. The video production cost $200 and each of three Facebook boosts cost $13. More than 3,550 users saw the ad for the video and more than 1,600 users viewed the video message. The average cost per viewer was $0.14. The video is still available for further promotion and resides on the Facebook page linked to the web site and I know 1,600 individuals viewed all or part of the message. A typical result on a news print campaign would be a 1% engagement rate based on the number of people who respond divided by the number of people reached. The distribution rate might be $0.07/copy and the printing cost might be $0.05/copy for a total of $0.12 per distributed flyer. The results are shown on the table below.

* Estimate a 1% response on print The assumption for print is $0.07 distribution per copy and $0.05 copy charge for a total of $0.12/distributed copy. The assumption for the Facebook targeted market is a capture of 1,180 on average. The engagement for Facebook reflects actual experience on a targeted boosted post.

Effective, dynamic communication is within the reach of individuals and organizations interested in getting their message out to a targeted audience.  As with all things worthwhile, it takes effort. That effort will translate to more sales, happier employees, contented members and successful campaigns. The tools are available; they need to be employed.