|
Say Something Meaningful in Your Online Video
In a fit of collective attention disorder, we are often told that "online video must be short." I disagree. And I'm not alone. In a surprising result, a recent study showed that when viewing commercial clips online, younger audiences prefer longer clips — and that's exactly the young audiences we're told won't listen to long messages.
We find this to be true every time. For the recently released U•beTM salon hair weave product, we created a 12-minute in-store piece that lives online in a short section and a long section. Online, the long "how-to" section is viewed six times more often than the short piece. Why? I think it's because online viewers want answers, and they know that "how-to" video is usually where valuable information can be found most often.
In the aftermath of the recession, direct mail is regaining its importance. Especially now that studies are showing that well-executed direct mail campaigns readily outperform most of the new media. And that means there's no better time than right now to begin to make persuasive TV a core part of your direct mail campaigns.
Doug Garnett is a pioneer in the branded use of DRTV as well as founder and CEO of Atomic Direct — an advertising agency specializing in brands, consumer strategy, infomercials and all forms of driving sales with television. He has developed DRTV campaigns for established brands like AT&T, AAA, DuPont and Rubbermaid, as well as new or emerging brands like the Drill Doctor, White's Electronics and Kreg Tool. Doug is also an adjunct professor of advertising in the business school at Portland State University. For more information, visit www.atomicdirect.com.
Page 1 | 2
Companies Mentioned:
 |
|
