A web ad is a 30-60 second commercial about your business or organization that appears on your website or elsewhere on the Internet. Like television advertisements, web advertisements are based on the notion that when millions of people regularly pay attention to a particular information and entertainment medium, that medium becomes an optimal place to promote commercial interest. However, unlike television commercials, web commercials are extremely inexpensive for three reasons: they require less production time, they are endless, and they are available to Internet users 24 hours a day.
From advertisements containing hired actors to a short message from your company’s CEO, there are various forms of video commercials on the web. But all successful web ads share four characteristics, starting with focusing on what you are promoting. Focusing on what you are promoting has two basic aspects: choosing the right words and choosing the right images. For example, if you want to create a web ad for your home page that communicates your company’s dedication to the community, a web ad that focuses on your products and services might not reflect those values as clearly as a direct message from your CEO. . or a corporate spokesperson.
Similarly, talking about your company’s values to promote the value of your products or services is a poor substitute for actually talking about the value of your products and services. Once you’ve chosen the right words, choose images that enhance the verbal aspects of your web ad.
The second key to creating an effective web ad is to get to the point of your web ad as quickly as possible. A web ad shouldn’t sound like a video from a trade show; compaction should favor exposure. Choosing strong images and presenting a short list of strong benefits will impact your viewers without challenging their attention span.
As you develop a compact approach, the third key to successful web commercials is to remember that, like television commercials, web commercials must establish your brand. Some companies develop different web commercials for the same product to appeal to more than one demographic. But in all cases, ensuring that the style of a web commercial appeals to your target audience is the key to success. Take the wrong branding approach and you could end up alienating your demographic.
The fourth key to developing successful web commercials is the simplest of all: make sure you end a web commercial with a call to action. While following the first three steps creates an interest-generating web commercial, ending with a call to action capitalizes on that interest. In addition to asking viewers to take action, be sure to provide them with information that makes their action as easy as possible, such as submitting your website address.
By following these steps, you can develop a web business that takes advantage of a growing Internet audience at an affordable price. To create the best internet commercials, it may be helpful to consult with an internet video marketer expert.