The internet is fast becoming the world’s largest market place. This has a number of impacts upon business practices, particularly upon marketing. In the past, media content was out of the control of its audience. Advertising appeared in this content as determined by owners of the media platform. When designing an advertisement, marketers would simply consider the platform through which they could reach the largest portion of their target market. Often, these ads didn’t need to be captivating, interesting or even well designed. Marketers could almost be guaranteed an audience, and video producers had far less competition.
These marketing practices do not work so well with online marketing. Audiences now have a lot more control over the content they see, and most good websites restrict the ads they force upon their users. Many people use software such as AdBlock which prevents the appearance of ads within their browser altogether.
Yet the internet is the biggest media platform the world has ever seen. There are still marketing opportunities to be found, they just require some creativity. This is because internet ads must make their audience want to see, read and interact with them. This can be difficult. It requires an intimate understanding of your target market, internet social spheres and a production ability. This is why most successful internet advertising campaigns use a video production company to give their content a professional edge. This is particularly important for corporate video production, which is renowned for being bland, uninteresting advertising campaigns.