The same commercials ran concurrently on the cable channel, increasing the frequency and reach of each spot. For Gist, the benefits of VDO included the ability to offer more effective advertising. Tom Shoemaker, director of marketing and advertising for Gist Communications, is enthusiastic about the potential for running video commercials online. To our knowledge, this is the first time ever on the Web that video clips have been directed to users who are actively seeking information while making a television programming decision. Shoemaker points out that videos provide a more targeted advertising opportunity-and because they are still a novelty, users consider them a bonus rather than a nuisance.
Video ads give the consumer a real taste of what our product is.
It's like the difference between print advertising and TV advertising. The best way to express who you are to a consumer is to show them.