Many savvy advertisers are making strides in attracting their target audience with online videos. They are utilizing popular video sites such as YouTube and Hulu to engage and connect with consumers. This is an extremely smart strategy since 78 percent of the total U.S. Internet audience views online videos, according to March’s comScore Video Metrix.
The entertainment industry, for example, is using advertisements on YouTube’s home page to create hype for new movies such as “Transformers 2 Revenge of the Fallen.” The example below is a great illustration of how the industry can use eye-catching, still-framed images from the new movie to grab the audience’s attention. In addition, the copy for the advertisement informs the audience about the new movie and its upcoming release date.
Along with the advertiser’s efforts, YouTube assists with the advertisement by including a “watch this video” message in the center of the image. The combination of the bold command, powerful image and effective ad copy lures the audience to the video, which stimulates curiosity as well as a need to view the “sneak peak” trailer.
Once the advertiser has a captured audience, it’s up to the audience to determine the video’s value. A video can either make or break a viewer’s perception of a brand, and this perception can become public within seconds. It’s a known fact that viewers’ opinions are one of many factors that influence YouTube video rankings. Video popularity is measured by star rating systems, total number of views, comments, etc. Thus, advertisers should craft compelling and entertaining videos that are of the highest quality.
For example, Transformers 2 has a five star rating and more than 550,000 views along with almost 4,000 comments. One transformer fan commented, “This is going to be the best movie of the year; I’m going to buy this on DVD.” These are the type of ratings that “transforms” a video advertisement.
From a search optimization standpoint, advertisers should submit their video files to numerous video sites and search engines.This will cast an even wider net for potential audience participation and assist in more brand awareness.
Advertisers should conduct extensive keyword research and ensure that the text that accompanies their videos is rich in relevant, commonly-searched keywords. These keywords should be infused within the title, description and even the file name and URL. For example, the Transformers 2 description includes relevant keywords such as “transformers” and “optimus prime.” They also included well-known cast members such as “Megan Fox.” However, the URL does not include valuable keywords, as you can see here:
Additionally, advertisers should never overlook the power of keyword-rich anchor text. When a viewer hovers over the Transformers 2 video, the full title, “Transformers 2 Revenge of the Fallen – Official Trailer 2 [HD],” appears rather than “play video” or “watch video.”
One of the golden rules of effective marketing (online and offline) is to include a call-to-action. This is a missed opportunity within the Transformers 2 trailer. The video is closed by the credits, not even the soon to be released date. Advertisers should never forget to remind the audience of how they can further engage with their brand, post video.
There is “more that meets the eye” to online videos. Advertisers should capitalize on all the hidden marketing and optimization opportunities that can transform an online video into an online action hero.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.