| Turn Your TV Spot into an Online Video Ad |
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| Written by Diaz Nesamoney |
| Wednesday, 13 January 2010 00:00 |
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Most dealers already use TV commercials on broadcast television, but many are not aware that they could be using these spots as online videos. Turning your TV spot into an online video ad can be an effective way to reach new customers. For example, South Florida Hyundai Dealers (SFHD) worked with our partner, CBS 4, in South Florida to create and run a series of 30-second online video ads based on their existing TV spot.
South Florida Hyundai Dealer’s ads featured actionable overlays that enabled online consumers to click to view coupons and special offers, get more information about Hyundai’s new and used car lineups, and quickly locate dealerships in their area.
The ads worked to drive sales, performing over four times better than typical online display ads, with a click-through rate (CTR) of 0.39 percent. The online video ad also achieved an Interaction Rate (IR) of 0.54 percent, which is a nearly three times better IR than for typical display and video ads.
According to association president, Rick Case, “We were blown away at the effectiveness of the online video ad campaign; the ads generated more clicks on our website, more dealership look-ups, and more completed sales than any other type of marketing campaign we’ve used in recent years.”
Here are a few key things to keep in mind when turning your commercials into online marketing videos:
Include calls to action
You should include a clickable link to your company’s website and your phone number and address, as well as special web-only offers, such as a lower APR. You can also add a link to your local online directory listings, using a teaser such as “Check out our great reviews on Yelp!” You can also enable viewers to email or text your video to a friend, or even click to email you directly.
Modify your commercial
Consider changing the voice-over in your TV spot to speak to a web-savvy audience. You may also want to add new music or still images. Lastly, don’t forget that online audiences are less patient than TV audiences—your online video should be short, preferably 15-20 seconds.
Place your online video
Start by putting the video on your website. Then, experiment with video advertising. You can work with your existing TV ad partners or place the video on a local video ad network. Your video ad will usually play within a banner or as a “pre-roll” ad before a video plays on a website. You can also place your video on YouTube and other free video-sharing sites.
Measure the success of your online video campaign
One of the best things about online advertising is how measurable it is; you can see with certainty how many people viewed the video and took an action after seeing it. Review the results to see what parts of your online video marketing campaign worked the best and which were less successful, then tweak your online marketing video and carry these lessons into your next TV spot.
Diaz Nesamoney is founder and CEO of Jivox, the online video advertising service that helps small businesses reach local customers online. Nesamoney is a leading expert on online advertising and has been featured in the Wall Street Journal, San Francisco Examiner, Investor's Business Daily, MarketingProfs, MediaPost and many other publications. He can be reached at
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