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How will online TV media maketplaces change DRTV?

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Hawthorne Videoactive Report Vol 2 No 74 0507

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Introducing Google TV Ads

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Twitter + Video = Seesmic

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Twitter in Plan English

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OVGuide: Online Video Guide

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LEGO Universe - Trailer

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One for Fun: Here Comes Another Bubble

Hawthorne Videoactive

There is a new and exciting way of combining Direct Response Television (DRTV) with emerging online video.

It’s called Videoactive Advertising™.

We believe that this is a powerful new approach to market products and services by integrating DRTV with a video-enhanced -- or Videoactive™ -- web site.

One key advantage to Videoactive Advertising is that Short Form spots -- though often costing less to produce than Long Form and having greater reach -- don’t educate viewers nearly as well as Long Form. But by making your site “Videoactive™, when deeper product information is available via multiple video elements on your website, the “hard work” performed by longer messaging is now performed at virtually no additional media cost.

Through website proxy, Short Form commercials can now possess the persuasive power of Long Form commercials. One- to five-minute online video segments empower the customer to self-select and opt in to the specific information desired.

Another compelling factor is that you can have your experienced DRTV production team skillfully craft the video messages for optimal order-producing results. Where DRTV leaves off, Videoactive websites pick up. This strategy is a killer application for integrating the powers of DRTV with the powers of video-based selling techniques through the web environment.

With a new DRTV-Videoactive marketing model, DRTV and Image Awareness advertisers should be able to convert ever larger numbers of website visitors into new, long-term customers. That's how you optimize the ROI of video advertising dollars.

The development and cost of a Videoactive website are centered on three basic components:

Videoactive Concept and Design.

Video production.

Web integration of video elements.

Cost-minded marketers should note that you can begin to make your website Videoactive with just a few core video segments. You then can expand the media player to include new video segments as they are produced and integrated into the site. This strategy yields a faster speed to market, and sets up an ever-evolving and compelling Videoactive web site.

Go Videoactive by calling us at 641-472-3800 or send an email to info@videoactivereport.com.