Using online videos to reach consumers has its challenges, including fitting them within the framework of today’s customer-business relationship. This means videos cannot interrupt online experiences, and they must seek to engage consumers rather than talk at them (which is a far cry from what is found within traditional TV advertising).

The online commercial model, however, has been improved from its television counterpart (e.g. allowing viewers to choose the time and frequency with which commercials are viewed and also providing countdowns for when users will be returned to their intended activities). These examples are usually found on ad-supported platforms, which typically means free content and a fair trade for viewers. The important question isn’t from the viewer’s perspective, though: “Is being subjected to advertising worth accessing the content?” Rather, it’s from the marketer’s perspective: “Is this an effective way to reach the consumer?”

I won’t argue that commercials are ineffective, especially since their history dates back to before I was born. But online media provides an opportunity for commercials, or video advertising, the freedom to break from the traditional mold for something more effective.

The most-talked-about examples of non-commercial videos are viral phenomena. Perhaps one of the best-known videos is the Diet Coke/Mentos video. Viral videos are fascinating because the brand message is the content. It is sought after by viewers and passed among them. The Diet Coke/Mentos video has over 10 million views (last I checked). But, other than advising soda drinkers on the hazards of eating Mentos while drinking Diet Coke, what has this done for Diet Coke?

The concept is sound. Make advertising the content, and circumstances change. Consumers will seek the content and choose to consume it. A good example is E*TRADE’s Investing and Trading Education page on its website. This page provides a series of videos geared toward educating investors of different experience levels. The videos provide value to the viewer as well as E*TRADE. Viewing the videos requires consumers to first search for them. This puts searchers in an active state of consumption, which means they’ll be more receptive to marketing messages (provided the content meets their needs, of course). This also enhances the credibility and trust associated with the E*TRADE brand; furthermore, this creates a pool of investors and potential E*TRADE clients.

E*TRADE’s online video strategy is far from perfect. I did not find them ranking on SERPs, nor did I find them on E*TRADE’s YouTube channel. Taking advantage of online video’s benefits requires more than great content; it also necessitates optimization and distribution strategies. But that is a post for another day.