With all the focus being given to viral-style videos, a traditional commercial is still a very viable form of brand communication, and an appropriate medium for many placements. People—millennials, in particular—have attained a high comfort level with advertising as a part of the new media environment. According to NIELSEN Wire, 36% of online consumers trust video ads. A well crafted commercial creates positive brand awareness on the air and on the Internet. According to Online Publishers Association, 80% of users recall a video ad they viewed in the past 30 days.
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Q: Do I still need to use traditional, 30- and 60-second commercials?
A: Although more organic forms of video are a great way to meet customers and cultivate an online brand culture, traditional commercials still fill the role of providing a fast overview of features and benefits—an important contribution to the purchase-decision process.