As a videographer, I adore the creative side of this industry. As a business owner, I appreciate the promoting side of the business. Video and new media are combining both worlds giving entrepreneurs and videographers an opportunity to rethink, redefine and redo their method for an online audience. One industry that’s way ahead of the curve when it comes to branded video content is the always forward thinking high fashion industry. The Gareth Pugh S/S 2011 Collection video by Ruth Hogben is the perfect illustration of how the fashion industry has embraced new media. In the 9 months since the video was first released, it has received over ninety thousand hits on Vimeo alone. That is over 10,000 hits a month! Did those numbers make you ask, “Are my standard ad campaigns generating equivalent results and worth the cost?” Are you pondering how much you would you pay for this type of exposure?
Out with the old.Banners
Let’s assume that you are paying $500 a month in banner advertising or $6,000 a year. Banner ads convert about 1 percent of internet site traffic. Presuming a fair site gets about 25,000 unique visitors per month, at 1%, your ad will get about two hundred and fifty clicks per month. Here is something else to consider: banner and print advertisements don’t market themselves nor have they got the potential to go viral thru social media. According to Bloomberg Business week:
“The unvarnished truth about online adverts is that precious few people actually click on them. And the p.c. of people who make a response to common “banner ads,” the ever-present interactive posters that run in fixed places on sites, is shrinking steadily.”
In with the New.Media
Using the image ads model above, you produce a video for $500. It gets over 3,000 hits within the first month. Your video has just received more traffic in 1 month than your image ad will generally receive in one year. For the $6,000 you pay annually for traditional graphical adverts, you can produce one video every month generating 12 times more traffic!
Will your business embrace the new media ad model?
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