Web Video Traffic | What About the TiVo Effect? Part Two
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The question from the last segment I posed:
But first, we’ve got to talk about how, in light of this shift, if we’re going to create ads or traffic drawing content in video format, aren’t we wasting money if people just skip commercials anyway?
My answer was Not Necessarily. And I mean it two ways. We aren’t necessarily wasting money, and people aren’t necessarily skipping commercials. Let me give you an example - here’s the story I promised.
I logged on the other night to watch Grey’s Anatomy. It was sponsored on the site by Allstate. One thing I like about ABC’s set up over NBC is that sometimes the commercial being shown is switched up. Anothe thing I like is that it’s by the same company.
What’s smart about the commercials are that
- They are really short, (with the Net commercials, the show is still only around 45 minutes for a one hour drama.)
- I have no choice but to view them (but I don’t mind because of how short they are), and,
- You have to interact with the screen to get the show to continue.
Even smarter, sometimes, are the advertisers. The Allstate ad was cool because it talked about bad luck when driving, and had an Interactive Flash Brain Teaser to play that was related to finding all the things in the presentation that were bad luck.
That’s right.
A game.
Now, did they hide the fact that it was an ad?
No.
Did they condescend to me by trying to make car insurance itself fun and compelling?
No.
They did what great commercials do. (Like the Sprint Business commercial on TV with the two guys dancing to Push It by Salt N Pepa, or the Happy Feet ad.)
They made the commericial part of the entertainment.
I have a personal vendetta against a local Allstate branch. And that commercial made me feel better about them as a company (Advertising is insiduous! that’s to our advantage.) I visited their site and I’m thinking about going back to them for insurance, not due to this one ad, sure, but it’s a cumulative effect that ended with this. They made me smile.
They made me think that they care what my experience is with an online ad. Do you know how much time, planning and programming that took, compared with just making a regular TV ad into a flash version?
And I was reeled in. The typical break for an online TV show is 30 seconds. I was there a minute and a half.
Wow. And I think I just advertised for them, for free, to about fifteen thousand people (counting email subscribers) in their demographic (You drive a car, right?)
So what did we learn from this, class?
First, we want to make our content compelling to our target audience.
An Aweber post pointed me to a report that said maybe we should even make funny videos that are not directly related to our business, and that this is cost-effective for the exposure we’ll get.
Second, we can make our ads into forms of entertainment, remembering that they are lead generators, and we don’t have to sell the prospect IN the ad.
How To Get Unstoppable Traffic? Go Evergreen. Read the true story of how one of the site owners, ill and preparing to retire, created traffic so powerful that she couldn’t turn it off.
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Want more free tips like this? Try Web Video Traffic | What About the TiVo Effect? Part One or Traffic Thursdays | Concept | Video Again or even Will Google Buy TiVo? [Fool.com: Motley Fool Take] April 19, 2005!
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Tinu,your blog is awesome,you know yours is the only blog that is completely dedicated to increase website traffic
Aren’t you a sweetheart. Thanks for the love.