One of the most staggering online trends has been the growth of online video. Given the naturally-viral characteristics of video and driven by the ease of sharing through sites like YouTube, online video has taken hold explosively.
Yet, using video for advertising is just beginning. According to the Wall Street Journal, video ads constitute less than 3% of all online ad spending today. However, the same article quotes a Google official as saying that 2008 will be the year that video advertising takes off.
And that’s where Aditall comes in.
Aditall is a Web-based service that allows you to create video ads online — from start to finish — in less than an hour. The service is designed for small and midsized businesses.
Aditall aims to level the playing field for small businesses when it comes to creating video ads online. According to Rodger Wells, Vice President Sales and Business Development, “The minimum cost of creating a video ad today using traditional means is $5,000 to $10,000, and on up from there. Aditall brings that cost down to $300 – $700. Only about 20 large companies today do the bulk of video advertising online. Aditall changes that by putting video ads within reach of small businesses.”
To create a video ad, you go to the Aditall.com website. Using the Aditall platform, you can choose a video clip, insert a soundtrack from a music library, record a narration and add text overlays. In under one hour you can create a professional-quality video ad. The Aditall.com platform is free to use — what you pay for is the right to license content, such as video and music.
The Aditall platform is easy to use. I tried it out and for the most part found it to be reasonably intuitive and straight forward. Anything that isn’t immediately apparent you can figure out in a few minutes by playing around with the controls. It is much simpler to use than certain open-source media-editing tools I have tried, such as Irfanview and Audacity.
- Editing the video for length and cropping it is easy with mouse-draggable controls.
- Inserting text over the video is ridiculously simple, and you have a variety of fonts, sizes and colors to choose from.
- You can record a narration in your voice right on the fly, using a microphone plugged in to your computer.
- You can add a music soundtrack – I saw them priced from $12 to $1200, with most less than $100.
- There are over 900 sound effects to choose from — everything from babies cooing to aliens speaking to howitzers ker-powing.
Once you are finished with your ad, you can take it and distribute it yourself online. Or you can choose to have Aditall distribute it through Google and Yahoo.
The other interesting feature is that independent video content producers can sell their video and audio clips on Aditall. In effect the site provides a marketplace for content producers to monetize their film footage or music clips, which they upload and make available to advertisers to use in ads. Advertisers also can request footage on certain subjects, which producers can then create for them. Aditall splits the revenues paid by advertisers, with the content producers.
As to the kinds of small businesses using video ads today, Rodger Wells gave two examples: real estate agents and auto dealerships. Auto dealers, for instance, can affordably create videos for specials. They can change them quickly online. And they can target the ads by delivering them only to specific zip codes nearby the dealership.