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Pre-dawn murder in Lindenwold
Raul Chavez, 26, of Camden, was shot multiple times and killed at about 3:45 a.m. July 4 behind a 7-Eleven on the 400 block of Gibbsboro Road in Lindenwold, according to the Camden County Prosecutor’s Office. No arrests have been made.

With the numbers of web surfers expecting to see video online skyrocketing higher every day, the push for online business owners to add video to their marketing mix is stronger than ever.

Video marketing is not just for the big players like Cisco, (who do a great job) it's for every Mom and Pop on the internet.

Actually, I think video is especially for the smaller folks who need to stay laser focused with their more limited resources.

Online Video done the correct way is highly productive and cost-effective. Like anything else though, done the wrong way it will waste time and money.

Research is showing the most common ways in which video is used for sales online, the pre-roll or the post roll ad, are also the least effective.

Oops.

Call it a reflection of the fact that change in human behavior is slower than the pace of technology. Pre-roll and Post-roll ads online mimic the model broadcasters have been using for decades: irrelevant commercials stuck in the middle of desired programing.

Audiences worldwide learned to use that commercial time primarily for getting snacks and taking potty breaks.

The habit of avoiding commercials only intensifies online when people have the power to click.

It does not surprise me one iota that pre-roll and post roll ads inspire many people to either abandon the video they wanted to watch or stare at the ceiling for ten seconds in disgust.

Either way, that marketing message is lost.

Ummm, there's got to be another way.

Online video viewers expect to be in control. So any method of appealing to their buying side better be relevant and unobtrusive as possible.

Low and behold, research into online viewing habits is showing that to be the case. Interactive video, adding clickable links inside the video, is the least obtrusive method of advertising and it is proving to be the most effective too.

Pre-roll and post roll ads Pre-roll videos get an average of 2 - 4%. So two to four people out of 100 respond to a video ad shown before the video they actually want to watch.

Now that is significantly higher than banner ads, the worst online marketing performer, that only convert at a measly.2%. (That's POINT 2%, so two out of a thousand.)

But 4% is still low.

Switch your method from pre-roll to interactivity within the desired video content and research shows an average of a 24% click-through-rate. That's a 6-12 times jump.

The highest recorded so far (that I know of) for an interactive video is a 63% CTR. That's a 16 to 31.5% jump in effectiveness over pre-roll videos.

Interactive video takes away the desire people have to RUN from advertising. Face it. People get sick of being sold when it is constantly in their face.

Take a more-laid back approach and you are rewarded.

Interactive video opens up a whole new world of possibilities. Best part is that adding interactivity to your video is extremely easy and inexpensive.

Interactivity works extremely well with plain, simple talking head videos. Talking head videos are a staple for online video marketing. Adding the interactivity turns them into what amounts to a "traveling website."

Interactivity makes a good thing even better. As video marketing moves into the future, interactivity will become the norm. Right now it is still a new thing many people still haven't hear much about.

With success like that, the word should spread fast.

Lorraine Grula is an award-winning video producer and video editor specializing in small crew video operation. For easy-to-understand (and free!) information on how you can learn to make video, Check out her blog, Video Production Tips.

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