The value of online video versus TV to improve your marketing ROI

Gian Fulgoni posted an article on Comscore with an important lesson for online advertising:

"in a branding world, advertising creative is critical. As Internet advertising seeks to increase its currently meager 6% share of marketers’ spending for branding advertising and to move beyond a reliance on direct response marketing, using the right creative will become critical. This will be compounded by the move to the use of more expensive ad formats such as rich media and video. The cost of being wrong becomes substantial. It will be vital for the Internet to take a page out of television’s playbook and focus more of its research dollars on getting the online ad message right."

It is an interesting article (but - in my opinion - not the complete story), triggering some related questions:

Trend: The end of advertising as we know it

• -> What about the impact of the growing importance of branded content on the value of online video versus TV to improve the marketing ROI ?

Trend: Changing consumer purchase behaviour

• -> What about the impact of the changing consumer purchase behavior on the value of online video versus TV to improve the marketing ROI ?

Trend: 'moment of purchase'-shift from bricks to clicks

• -> What about the impact of growing popularity of multi touch tablets - in combination with the impuls-buying-strength-of-online-video - on the value of online video versus TV to improve the marketing ROI ?

In the unfolding marketing eco system, what will become the value of online video versus TV to improve your marketing ROI? What will be the complete story? Time will tell.

David de Boer, Manager Marketing Intelligence Sales, Sanoma