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04.26.10 TV Email Advertising Expands Its Reach  By John VinsonThe idea of using video commercials in email dates all the way back to 2006. The VMBiz system was started in Australia, and now is being launched in South Africa upon increase of broadband speeds in the country. The concept has brought about supporters, and dissenters, but what can't be denied is the growth of the strategy. The reasoning behind VMBiz can be found in the company's slogan: "Giving you the power of TV advertising with the ease of email". It certainly sounds like a solid premise, and one which could potentially grow as online video awareness increases. Ken Taylor, co-creator of VMBiz explains further the benefits of the service, "What we have developed is the power of television advertising delivered with the convenience and cost efficiency of email. Basically it's a TV 'infomercial' production of up to 2 minutes duration about your company presenting the benefits of why a customer should be doing business with you which is delivered directly to your target audience via email." "The type of email advertising that the company offers is a fraction of the cost of traditional advertising and your reach is far more accurate if you take into account you can target your audience and harness the power of viral marketing. We script, produce, shoot, host and stream the advertising." It certainly is hard to argue with Taylor's reasoning, though there are reasons why the idea hasn't quite reached a heightened sense of popularity. First, while video email commercials are cheaper than traditional TV commercials, it's still more expensive than text or static image based email campaigns. Then you have to look at stats to see if the videos lead to greater exposure than other campaigns. Another hurdle for TV email is the mindset of users. Many use their email for communication, and quick contact with others. A video embed is something which simply doesn't compute with a lot of people. Thus, leading to many video emails being overlooked. While there are some roadblocks, there are many potential benefits which could send video emails soaring in popularity. While many people don't have video on the brain when sifting through emails, their overall awareness of online video is increasing. As viewership for sites such as YouTube, and Hulu increase so will the overall scope of how video is perceived online. Thus, providing a potential sky rocketing investment for the future. Another added benefit of video emails is engaging a user on a different level than text/image campaigns. There's a reason that TV advertising resonates with so many; it's because they are much more engaged with video than simply reading or looking at pretty pictures. It's difficult to gauge for sure at this point, but seeing video email advertising grow and expand it's reach certainly has to pique the interest of many. About the Author: John is a staff writer for WebProNews. |
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