Video Advertising obviously have higher reach but should one be very much positive about that return on investment on Video advertising is highest, perhaps no, there are very common reasons to this:
- It’s difficult to evaluate any video campaign accurately as compare to other form of advertisement.
- Money Involve in Video advertising is in no where comparison to other form of advertising. And often the money spent in Video advertising surpasses and result expected.
- When we talk of word of mouth, I am slightly of the opinion that word of mouth for BTL is more effective as user experience in person can not be matched with any other form of advertisement.
- Having known the money involved in Video advertising, the majors have already shifted the base to more BTL, and contrary to previous times when BTL was considered trash, now handsome part of communication budget is allotted to it.
- As the technology is evolving every day, and more and more technology based products are coming in market, so a potential customer would more prefer user experience rather than a video display which is shot miles away from him.
- In my opinion, Video Advertising is to enhance the recall value of brand, where as the brands are made only by what the stuff you are offering as product.
- Seeing the improving importance of BTL, the concept of Media Mix has come up like anything.
- The skying cost of video advertising and shrinking FCT will bring in the era where BTL will be next big thing.
With all this I am not undermining the importance of video advertising, but the proportion of forms of advertising in corporates will see some gradual shift in coming time.
