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All marketing should have an initial goal of catching the eye of your target audience. If you can’t do that, they’ll never be exposed to your message. Which means you need to be marketing where your audience is looking.
And these days, a large percentage of your audience’s attention is directed at the computer screen. But marketers who only think email or “more traditional” online advertising are limiting themselves.
Certainly this is true when it comes to targeting the 18 – 25 demographic set. According to a YouGov online poll (commissioned by Real Networks), 46% of the 18 to 25 year olds surveyed say they spend the same amount of time viewing online videos as they do watching traditional TV. With the ease of accessing online video from handhelds as well as the amount of time spent in front of the computer on our desks, this shouldn’t be surprising.
32% said the computer is their preferred platform for consuming TV-like content and on-demand video. That’s one-third. And that number is only growing. So whether you’re talking about a media buy or creating your own online programming to boost your brand, the trend will continue to move in this direction.
What does that mean for your marketing plan today? Maybe not the same thing as it will a few years down the road, but now is the time to consider how you can utilize on-demand video to engage your target audience.
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