You have probably heard the predictions that ad spending for online video and rich media will more than double in the next four years. The claims are impressive – considering this means there is a 4 billion dollar gap in the industry which is pretty much up for grabs.

It’s no wonder the blogosphere is suddenly rife with topical studies explaining, unpacking, de-constructing and de-bunking the hype surrounding those two little buzzwords: “online video”. Sharks - sensing blood in the water but unable to tell exactly where it’s coming from or how to get it - starting to thrash about in the hope they come off as the big fish… at least, that’s how it appears from this corner of the ring. This subsequent feeding frenzy from marketers nakedly positioning themselves as expert in the field – all offering snippets of insight into online video content strategy without actually saying a great deal other than “use interactivity” – sniffs of panic.  But it’s better to be seen to be saying something about the next big thing than seem to be missing the boat.

The sudden ‘phenomenon’ is nothing new. Google saw it coming and bought in big time a couple of years ago. Before that there were abundant stories of canny self-marketers creating quality viral video content to promote their art, life or work. Eventually bandwidth technology caught up with increasing demand, and finally - traditional advertising agencies are getting to grips with the fact that this stuff can really work. The only problem is no-one seems to be certain exactly how.

The burning debate amongst the marketing commentariat seems to focus on differences in format, placement or delivery methods.  “Don’t use your traditional TV strategies!” cry out the people in the know.

Well, duh. The fact is, the playing field has not shifted all that much. Advertising strategies - no matter what the medium – succeed or fail on the basis of quality content.

Knowing the context of your audience’s engagement with your message is the central difference between TV & online video advertising.  So whether you’re using banners, pre-roll, product placement or Video EDM Cards (our preferred option) – a considered approach to the content and message will translate into a successful campaign. It doesn’t matter how, when or where you see it - bad ads are bad ads - that’s all there is to it.

Look out for a series of upcoming posts detailing the various strategy options for online video delivery, the whys, wherefores and how-to-handle’s.

I have never really anticipated a film release as highly as I did this latest Gotham City adventure flick The Dark Knight. As a bona fide Batman devotee since childhood, I was fairly impressed with Christopher Nolan’s prequel, as well as actor Christian Bale’s reflective interpretation of the character flaws and inherent contradictions of Bruce Wayne’s alter ego.

Nolan has consistently delivered strong storylines and told them by bending the rules of narrative enough to keep his audiences guessing, so I was surprised in the pre-release publicity to read that this was the first film where he had stuck to a fairly traditional story structure. Surely the man who gave us Memento & The Prestige in such distinctive style – flipping back and forth in time with skill and subtlety to tease our imaginations could work wonders with a psychotic clown bent on messing with the minds of Gotham’s finest?

And that’s another thing – the prospect of Batman’s darkest and deadliest foe The Joker - as portrayed by Heath Ledger had me hooked from the moment I heard he had been cast. Ledger is consistently good across his career but this was cast completely against his type – and somehow exactly right. So it’s fair to say I walked into the cinema with expectations approximating the height of the average cumulus cloud.

I learned my lesson from Star Wars: Episode One and know that high expectations can lead to higher disappointment. Incredible hype surrounding a product or service means you had better deliver – or you will end up looking like a pale imitation of yourself. Like those pre-bought cake mixes or the execrable Indiana Jones sequel – if the product is not as good as the packaging promises – you’re left with a funny aftertaste.

But in this case, the result is something you hope will never end. You’re left wanting more, but in a good way. My point? Marketing your business to the masses is a fickle game. Promise too much and you’re on thin ice to ensure you live up to your publicity – but promise too little – and you’re in danger of having no one notice or care.

The solution? Well, it helps to create intrigue without giving too much away - there’s no magic formula for marketing gold. But you can take a leaf from The Joker’s book. Plan well in advance, take everyone by surprise and always have an Ace in the Hole.

1 Don’t Lie: Customers know when you’re making it up. Our approach is simply to state the truth about your product’s benefits purely and effectively. There’s plenty of room for razzle-dazzle – but don’t forget the facts. These things make your customers choose you ahead of the competition. Some might call this ‘truth in advertising’ – we call it ‘trust’.

2 Know your history: We incorporate solid research into our copy and design, which informs and benefits the whole campaign presence. This creates an implied depth of understanding with your customers and an emotional engagement which transcends across media forms.

3 Life is short: People haven’t got time to sort through the millions of ads & brands out there. We hate to say it, but they just don’t care. That’s why we’ll offer something rewarding, so they can take away a little piece of joy from the brand experience. An emotional response has impact, it lasts. And that’s what we’re bringing to the table.

4 Emphasise the benefits: We know you love your product and all its wonderful features. But the fact is your customers just want to know what’s in it for them. So we’d rather just cut straight to the point and tell them. That’s why talking up the benefits to the customer makes so much more sense than carrying on about all the features. (Don’t worry, they will notice – just in a more subtle way).

5 Empathy will get you everywhere: You know who understands your product better than anyone else? They’re actually the biggest expert in your industry and they’re willing to tell you exactly what you’re doing wrong. They just walked through your door. It’s your next customer. Understanding that it’s all about them is the fastest way to sales success. So take a moment. Think about what your customer really wants. And they’ll love you for it.