Marketing Madness

Three Reasons Online Video Marketing Outperforms TV

Everyone recognizes that when it comes to video marketing, the online opportunities are giving marketers a great return on investment.  Online video advertising is considered by many to be the next big thing in advertising, and while that might be enough for some people to jump in with both feet, it is better to understand why it is such an attractive area for marketers.  Knowing the why behind this success can help to ensure you get as much as possible out of online videos.

A recent survey from AOL’s Be On found that 58% of all marketing professionals thought that digital video marketing was more desirable over TV ads.  This is extraordinary when you consider the fact that even just ten years ago online video marketing was barely even possible due to technical constraints. These professionals went on to give three reasons why they believe online videos are more effective than television spots.

Targeted Audience

While television advertisements can reach millions of people right away, they are not nearly as targeted as online videos.  Even when advertising on a specific type of show it is a fairly broad targeting scheme that is used.  When using marketing videos online it is possible to show a different video based on exactly what the viewer is searching for or looking at.  This allows for extremely targeted advertising which will result in far more action being taken by the viewer.


With the internet being available to the vast majority of people in the country, and a growing percentage of people around the world there is no doubt that this is a tool which can help companies to reach a larger audience at a more affordable price than any other method.  80% of the marketing professionals surveyed said that the reach of the Internet was a big reason why they expanded their online video budgets.   Whether on sites like YouTube which gets over a billion unique users every month or newer sites like Vine, online video sites offer a huge market of people who are actively looking for these types of videos.


When using online video campaigns companies are able to better engage with the viewers.  58% of the marketers surveyed reported that this is a significant reason why they are increasing their online marketing budgets.  Whether through the sharing of the video on social networking sites or the direct interaction between a company and the viewers in comment sections, engagement with viewers is far greater when using online videos than television ads.

This added engagement can be used to help driver customer loyalty and also encourage people to make purchases from the brand which is promoting the video.  In the end it is no surprise that this type of increased engagement from the customers will lead to higher sales and a better return on investment.

You can find the entire survey HERE.

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Michael Levanduski

Michael Levanduski is the assistant editor of Performance Marketing Insider, and an experienced freelance writer. He writes content for a wide range of sites in virtually every niche, though he specializes in technical writing as well as creating content for the performance and internet marketing industry. Michael was born in Grand Rapids, MI where he still lives with his wife and three children.

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  1. Hi Michael,

    Videos are targeted, cheaper and more engaging. I won’t argue with his because it’s true. I will talk about what interests me the most as an individual user.

    1. The most important thing for an individual and potential customer is the “targeted” part.
    With a TV you only have the option of switching through those 1000 channels. If you don’t like what you see the only thing you can do is turn off that darn TV.
    With a video I can watch what really interest me. This is a huge advantage. Less time, less suffering and more help for my problems.

    2. More control on the Ads part. I hate TV commercials. When it happens you can go and shave yourself, take a bath, have dinner and then return to the TV set and hope it is over. It is not.
    Also they are so toxic: buy, buy, buy, eat junk food, drink stuff, have sex and that’s about all. Stupid and mind destroying.
    With a video you can click Skip add, for example and if you don’t like what you see and the video is still loaded with ads … you will never watch that channel again. It is very simple and you have more freedom.

    Have a nice day

  2. Hey Performance Insider, I have a question regarding promoting stuff online you might know since you’re experts at this.

    1. When joining ANYTHING like an affiliate network, do you always read the the TOS in it’s entirety? (even if it’s just the pettiest thing like the Apple legal agreement or something?)

    2. From all your years of being in the industry, have you ever experienced people/companies getting sued for “inferior products” and affiliates getting dragged into the ordeal just for promoting? For example, if they’re selling penis pills that are just capsules of dirt, could that affiliate profiting big on that product be pulled in legal issues along with the product owner?

    Thanks if you choose to reply

  3. Well said Michael, the ability to show your customers how your product works, how it solves their problems and how it is used by others is where video marketing is unsurpassed as a vehicle to engage and persuade your audience. Cleverly crafted videos with elements of humor, shock, entertainment and controversy will make it easy for your audience to recall not only what your video is about, but also your brand when it comes time to make a purchasing decision.

What's your opinion?

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