Creative advertising allows the small business to take advantage of Internet advertising through various platforms, from interactive messages to broadband video platforms. A Wharton Business School study showed that video was 3 times more effective than text online. With approximately $20 billion spent annually on Internet advertising, online advertising is an important segment for your advertising dollars and one that can place your business ahead of the competition.

Virtually any kind of business can increase its exposure by adding video to its online advertising arsenal. While video technology increases, costs are coming down. Even start-up businesses with limited budgets can use promotional videos to advertise their products and services.

Keep in mind that the ad production process can strengthen your advertising and marketing plan by:

1. Having advertisement production focus on the benefits of products or services for existing customers and new prospects

2. Using effective storytelling techniques, colorful video and the right kind of music or sound in advertisement production, leading to a stronger video

3. Including your URL with all online advertising videos in Internet ad production

Action Steps
The best contacts and resources to help you get it done

Determine your online advertising production needs

Give your business a boost with the right kind of video. The best videos send a simple message to a target audience. Be clear about your audience and the message you want to send. Keep web videos short and sweet unless you're running an interactive online class.

I recommend: Find out what Mixpo has to offer your business in online video. Stay current on the latest technology used in online video production for businesses with a free subscription to Video Business magazine.

Hire an online advertising agency that includes production services

You'll find that increasing numbers of online advertising agencies now include ad production as one of their services. Just as you check references on potential employees, don't neglect to check the experience and capabilities of an online production company. Be clear on your costs as well. Ask video producers who writes the script and if that's included in your costs. You might be able to keep costs down by helping with the pre-production work of securing a site and subjects.

I recommend: Check with members of Internet Ad Producer for an Internet producers. View the gallery of online advertising production examples to find the company that fits your business. Ask for demos from companies that make the top of your list. Rossiter and Co. explains how video costs work, but don’t neglect to look at ad production software on the market. Get a free download of WebPod Studio to make and publish your own podcasts.

Use an advertising production company to improve your business website

An interactive advertising and marketing plan can use tools such as webcasts, podcasts and interactive media solutions to add appeal to your website. Make it easy for the potential customer to find and click the most attractive layout possible. In addition to posting on your business website, post online ad production videos on other markets. Don't underestimate the traffic at free video-sharing websites.

I recommend: Understand streaming media and locate specialists at StreamingMedia. Familiarize yourself with free video hosting sites. There’s a lot more out there other than YouTube. A good place to start for advertising videos is Brightcove. Regardless of where you upload videos, give some thought to your title and description before uploading your video file, and then be sure to email the link to everyone you know.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Capitalize upon your own business expertise with a video blog or vlog to educate and entertain consumers.
• •  Highly targeted online ad production is ideal for reaching niche audiences with specific and actionable messages.