Google launched a video ad option for AdWords this week and it is meeting with mixed reviews. Some Internet marketing types have been hailing video as the next coming of riches (they missed the blog thing so now they are trying to grab for the next train.)
One sign that this is still a test in the Google land is that they are not offering video ads on their own properties, which, from an advertising standpoint, severely limits the effective reach. Here are Google’s example video ads
I think video on the web and in ads will be valuable to some and a time consuming distraction for others.
Video is just another form of communication.
Having said that, for any communication (ad) to be effective, it must be done well. When someone sticks a camera in your face and you talk about your product you may actually do more damage to the trustability factor than if you stuck to the written word.
Video can add excitement, but it can also add distraction. Video can help get your story started, but it can also discourage click through.
For now, video is still tough to for the average Joe AOL to consume properly.
My thoughts on video on the web mirror my thoughts on most marketing tactics.
Use it wisely, use it well, integrate it with your other marketing tactics, test it and keep an eye on developing ways to employ it. But, don’t count on riding the video wave to riches.