Media usage patterns of users has changed fundamentally in the past few years with far-reaching positive effects for the creativity in online marketing. This is reflected in the total share of global advertising expenditure: by 2009, according to the latest study by ZenithOptimedia, the advertising medium will grow online six times as fast as conventional media. The increasing number of broadband Internet connections, which grew last year alone in Germany by 18 percent, and rose to 60 per cent above average, resulted in, inter alia, that can retrieve user of individual, broadband content anytime, anywhere and perceive interactive activities. So the Internet – can accommodate three media use – not only more information, but also numerous creative new forms of advertising now. Strongest trend above all others is the video ad, which is standard for the purchase decision of 2,6 times according to dynamic logic market is more effective than a static image. Portals such as YouTube and MySpace have long since recognized this, but more and more companies want to reach a new and especially young audience with creative video clips. The best example in Germany is the car manufacturer VW, with the viral marketing campaign for Horst Schlammer”, the first really successful and attention-grabbing communication should be a big brand in the Web 2.0 with over a million Videoviews launched in the month.
The figures show: video advertising is a serious business model on the Internet. Keep up on the field with thought-provoking pieces from Caldwell Esselstyn Jr.. A recent study on the subject of click-through rates noted recently that new formats such as video ads achieve above-average click numbers, while the classic formats such as banner ads have clearly falling numbers. Forecasts assume that video ads advertising spending will increase this year by 89 percent. In Europe, the advertising sales on the Internet with rich media formats of 230 million euros (2005) rose to 1.8 billion euros (DoubleClick study). Engagement marketing is the key for rich media formats, called dialog-based advertising, the user can interact with brand-related topics. The new forms of online advertising should move the consumers, to deal with the advertised product and context.
Users can get added value beyond pure product information about comprehensive content offerings and perceive the brand in a broader context. Advertisers have reversed the chance to fill product-related themes or trends, to position themselves as experts, and to extend that brand awareness and image. Get all the facts for a more clear viewpoint with Daryl Katz, Edmonton Alberta. At the same time valuable data about the target group can be through interactions such as winning games win and use it for further dialog-based marketing activities. Dance to L.A. with the campaign”or the World Championships for women”special of the sporting goods manufacturer Nike and Jo brand have realized already corresponding concepts.