More and more advertisers are adopting online video and audio for ad delivery, as broadband availability continues to rise and ad-serving technologies become more sophisticated.

Online multimedia advertising is really taking off. User attention can be captured and ads stand out from the crowd in an increasingly ad-cluttered online environment.

It is true that video and audio formats cost more to serve than standard banners or text ads, and they involve a lot more production and implementation work. But they may well be worth the added expense if they achieve greater response rates.

Where to use online video and audio is what advertisers must carefully consider. Video to be used on the Internet should be information and communication focused while video to be used on television should be focused on entertainment.

Like everything else, there are good ways and bad ways to use video advertising. Right now most marketers are incorporating their audio-visual content into existing embedded ad formats like banners or over-content formats like pop-ups.

Though this could reach a potentially large audience, viewers are likely to be less captivated and more annoyed by these disruptive and distracting placements.

Cached or streaming video and audio on a specific destination site offers the best chance of interesting consumers in brand messages, but it is not likely to reach a large audience unless it generates a viral outcome.

Whatever you come up with, don't forget to make it easy to open and distribute. File size is important, as is the media format. If your viral video has been created for a particular type of software that not many people use, how will you get people to spread it like wildfire?

Also, if you've made a video the impact will be better if you send the clip as an attachment rather than stream it. It's cheaper and, if you're not hosting it, it's more viral, too.

The Viral Marketing Value of eBooks

Let's say that you sell products used in baking. If on your website you offer a free download of an eBook with recipes that call for ingredients you sell, it is possible...even probable that you will sell more of the products that you manufacture. That is the basic concept but there are many ways that eBooks can help get free viral marketing for you.

If the free eBook you give away on your site is good, informative, funny, or contains timely information, the public will pass that information along to their friends and family and thereby, generate a lot more traffic on your site. Just the fact that they found something interesting or useful on your site will make them return again and again.

Each time they return is another opportunity for them to become a customer.

The cost of an eBook is just about zero, which makes it a pretty attractive tool for marketers large and small. The only cost is in time and creativity and the benefits are endless.

Of course, eBooks do not have to be free. They can also be sold. The trick to selling your eBooks is to be certain that they are worth the price you charge for them.

So what is the consumer's advantage of an eBook?

* eBooks are ideal for those who want information in the quickest possible time.

* eBooks can include video, sound, games, children's activities and many other interactive multi-media elements.

* eBooks have search engine and electronic navigation technology. No more flipping back and forth through pages to find that elusive paragraph.

* How to... eBooks can included video clips or many different color images to show you exactly how to piece together that Antique Grandfather Clock Kit, without having any bits left over.

About the Author

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