Tag Archives: small business advertising

Using online video ads? Use subtitles

The online video market is growing exponentially. By 2012 the U.S. online video audience alone will reach 190 million, almost 88% of the country’s Internet user population, according to eMarketer estimates.

“As with most everything else online, where the eyeballs go, advertising follows,” say the eMarketers.

In just the next four years, online video ad spending is predicted to reach almost $6 billion. Driving the incredible growth is more trust in video content and larger advertisers entering the online video market.

“The use of videos for advertising online is unquestionably growing—except among B2B marketers. They face a huge hurdle. Most of their targets—businesspeople—don’t have audio turned on in the office. Talking heads or voiceovers that no one hears are not very effective.”

The solution? Captions.

Use online video subtitles

Use online video subtitles

PLYmedia, a provider of closed-caption solutions, studied user response to videos where subtitles and captions were included on online videos. Overlaying subtitles and captions increased the amount of time users spent watching videos by almost 40%.

Additionally, videos that had subtitles were watched 91% to completion, compared with 66% to completion for videos without subtitles.

“As more and more online video is consumed in an increasing variety of settings—from office environments to noisy bars to mobile phones—it makes sense to add closed-captioning and subtitling features to digital video files,” said Paul Verna, eMarketer senior analyst. “These enhancements expand opportunities for viewers to enjoy online video, even when it’s impractical for them to have the sound turned on.”

Read the full eMarketer article.

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800 numbers in ads more memorable than URLs

New research suggests that by leaving your 800 number out of your marketing and advertising efforts, you could be missing out on some business.

It turns out people have a 45% higher recall of toll-free, vanity 800 phone numbers than they do of many companies’ website addresses, according to the findings of a recent survey conducted by market research firm, Infosurv, Inc..

Recall data also showed that vanity 800 numbers outperform URLs when used in print, outdoor, and broadcast advertising formats.

“As an example of one recall test, a sample radio ad for a fictitious company, Bayside Auto Sales, featured 1-800-NEW-AUTO as the vanity number, and baysideautosales.com as the mock URL. Survey respondents had a 52% higher recall of the vanity number compared with the URL, despite the fact that the URL was an exact match to the company name.”

Even more compelling, those who do remember the web URL of a company often go online to start researching an advertiser’s competition.

“The results suggest that advertisers who use their websites as the exclusive consumer response tool risk losing potential customers right from the start, with about one-fifth of consumers citing ‘research the competition’ as their first step,” said Laura Noonan, VP of Marketing at 800response.

“The higher recall for the phone number over the web address is significant for a business when they look at return on advertising investment. If companies aren’t including a phone number in their ads, then they are losing that valuable direct communication with consumers who are already beyond the research phase and ready to buy,” said Noonan.

If you’ve been thinking about picking up a new vanity 800 number, now you have some data to back your decision.

Does your company have a vanity 800 number? Does it out-perform your URL in advertising and marketing pieces?

More small businesses “get” social media

Over half (55%) of small business owners think that social networking sites have a place in the business world, according to a study by SurePayroll.

Research revealed that one in five small business owners had already obtained trade as a result of using social media sites including Facebook, MySpace and Twitter.

David Rohrer, SurePayroll’s online marketing manager, said that social networking has risen in popularity with small businesses, as the advertising is a cheap and effective way to connect with customers.

He added: “It is no longer just an outlet for personal use – it’s rapidly becoming a must for business success … What’s so great about the online world is you don’t need a million-dollar marketing budget.” according to a ClickThrough article.

The news that more small businesses “get” social media comes just as MySpace launches their new online marketing service called MyAds beta, which will allow small businesses to advertise on the site.

From BrandWeek:

With MyAds, advertisers don’t pay for each impression delivered to a user. Instead, they pay when a person is interested enough to click through an ad—the model favored by advertisers. The platform could help small and medium-sized businesses, which have been facing a “massive barrier to entry” because they don’t have access to creative and media-buying agencies, said Jeff Berman, president of sales and marketing at MySpace, which is a unit of Fox Interactive Media.

“This allows the pizza store owner in Brooklyn or the quilt designer in Des Moines to run an ad campaign for as little as 25 bucks,” said Berman. “The key is it also runs on a performance basis, so you get what you pay for and given what’s going on out there, that’s a pretty critical distinction.”

MyAds users will be able to create advertisements, target specific audiences, determine a budget and monitor the progress of their program, according to the MySpace MyAds site.