Online Video Ads Come of Age

According to industry forecasters, online video ad spend is expected to top $1 billion in 2011 and keep on soaring upwards. Even in the depths of the recession in 2009 when overall online advertising fell, online video spend grew by 41%. For good reason. Some of the most creative and memorable ads today are video ads found on YouTube and Vimeo that get tweeted and fanned virally. They run the gamut from the infomercial-like Blendtec video with the company’s CEO Tom Dickson liquefying an iPhone to JC Penney’s hilarious classic “Beware of the Doghouse,” which won the 2009 World Retail Award for Best Digital Retail Advertising Campaign. With the ads typically running more than a minute to nearly five, there is time to create an engaging storyline and no fear of being forgotten when the real TV program returns. Consumers click on it by choice and stay because it holds their attention. They recall the brand, the message and they like it.

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