Ad Age this morning reported that Google is hoping to spruce up plain-text search ads with video. It has been offering what it calls a "video plus box" link below the standard keyword ad to a select group of entertainment advertisers including Miramax, Electronic Arts, Discovery and Travel Channel.
The Ad Age daily news article stated that Google’s intent is to give advertisers another way to get video sampled on the web, now considered by the studios to be a key predictor in the success of a film or TV show. EA bought video search to promote "Need for Speed," and Miramax tried video search ads to promote the trailer for its upcoming comedy with Jason Bateman, "Extract." Google registers a click (and gets paid) when a viewer watches at least 10 seconds of the video or clicks through to the site.
Google started listing videos in search results in 2007, so video ads in some categories would appear to be a natural extension of what Google users have come to expect. Additionally, the belief at Google is that video will help make search more appealing to entertainment, which has thus far not embraced it as a marketing channel, as other industries have.
Only 2.66% of traffic to entertainment-related sites in the past four weeks was the result of paid search links on Google, compared with 14.6% for gaming-related sites, according to analytics firm Hitwise.
"Generally the search-engine results page hasn't appealed much to the entertainment industry or any content producers, whether TV or film," said Kevin Lee, CEO of search-marketing firm Didit.
This brings up a question “why should my small business have a video” well the answer is that it builds a relationship. When someone for whatever reason clicks on your website, a video intro is a very effective way to begin your relationship with them. People get to see who you are. They begin to relate to you. Also a video can be compelling. One gets to prove that not all companies are created equal. If there are misconceptions about your business, what you teach or if you have something exciting to share, video can express that differently than words.
We are not condoning that all websites be made solely from video, we just recommend that you think outside the box.
