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Often times it is difficult for companies to fully understand how valuable video can be. There is a bit of an "unknown" element of video production and the question of, "What value will a video produce for our company?" can come up. These concerns are valid, but we can make a pretty convincing case for video.
Yes, we are a little biased, but the fact that are provided by the following infographic don't lie. Read more
When considering the step of implementing video production into your content creation to any degree, a company might get excited at first, but after the enthusiasm wears off and there are a lot of questions that can come up:
"What kind of video should we create?"
"What would be best for us?"
"What do we need?"
"How are we going to use the video?"
"How many videos should we do?"
These are important questions to ask, and in this article, I want to start helping you answer them. Read more
If the top brands are pouring so much money into video marketing campaigns, what do they know that you don’t? As you can see in the graph (courtesy of Pixability), there was one month that the cumulative uploads between these companies capped 10K videos!
Talk about overkill! Or is it?
Let’s take a look at some stats and see if we can understand why the top brands are investing so much in video marketing.
1. Video was the fastest growing medium for advertising in 2012.
2. There are 100 million unique visitors for online video every day. To put that into perspective, that’s 1/3 of the U.S. population. Every day.
3. In a study Forbes conducted, they discovered that 75% of executives watch business-related videos at least once a week. 65% of them visited the marketer’s website after viewing the video.
4. According to Cisco, by the end of 2013, the number of mobile-connected devices will exceed the number of people on earth, and by 2017 there will be nearly 1.4 mobile devices per capita. There will be over 10 billion mobile-connected devices in 2017, exceeding the world's population at that time (7.6 billion).
5. Forbes also discovered that 59% of executives prefer video to text.
6. YouTube reported that their users watch 6 billion hours of video per month.
7. There are over 1 billion unique users on YouTube every month.
8. In Email marketing campaigns, about 50% who use video see an increase in site visits, time spent reading the Email, and more forwards according to Emarketer.
9. Two-thirds of the world's mobile data traffic will be video by 2017. Mobile video will increase 16-fold between 2012 and 2017, accounting for over 66 percent of total mobile data traffic by the end of the forecast period, according to Cisco.
The top 100 brands saw these stats and heightened their online presence through video marketing. How can you improve your online presence?
As soon as Thanksgiving passes, everyone is focused on the upcoming holidays. However, some corporations are looking a little further ahead.
Slots for the upcoming Super Bowl on February 2nd just filled up at a reasonable $4 million per :30. Yes, that figure represents 30 seconds. If you’re a latecomer but you still desperately want to get your commercial in there, then you’ll pay a meager $4.5 million per :30. There are still plenty of open slots for pre- and post-game advertising.
It’s up $.2 million from last year.
Neil Mulcahy, evp of Fox Sports ad sales (has one of the most envied jobs in television with an income of approximately $8 million a day) said to expect a few longer-form ads this year with a couple 90- and 120-second commercials. We all remember the incredible Dodge Ram “Farmer” spot from last year. In case you’ve forgotten: please enjoy.
Neil said, “I think the autos totally have it figured out. They can measure the immediate impact they can get from their sales figures…and the return on investment is three times what they pay [for airtime].”
If you had to pay $133,000+ per second for an ad, you’re forced to consider the necessity of every moment to convey your story.
Looks like a good use of a TV slot, right?
It can be difficult to track the effectiveness of a video campaign – what percentage of your key demographic saw an ad. Since its inception in 1941, the GRP (Gross Rating Points) has proven to be a very effective metric used to track TV consumption.
ComScore, Inc. released data from their Video Metrix service showing that 188.7 million Americans watched 46 billion online content videos in September, while the number of video ad views totaled 22.9 billion.
TV and online have collided. This is not new information. Netflix released the first only online TV show that’s technically not a TV show because it’s only on Netflix, “House of Cards” as well as the incredibly popular, “Orange is the New Black.” They have others, but these are the big hitters.
With TV going more online, advertising going more online, and business going more online, new metrics have popped up to track the effectiveness of video ad campaigns.
After all, tracking video marketing is vital. A semi-new business saw a gap in the market and created an ingenuitive product.
Avi Brown, co-founder and CEO of BrandAds, said there are big challenges facing companies that want to know if their online video ad campaigns are actually paying off.
Many companies use third-party websites and corporations to track their effectiveness – but they are by and large delayed (usually more than 3 hours) until their information is published.
BrandAds wanted to fix that with their newest product The Bridge.
“Our vision is to provide brands with unbiased video measurement technology that inspires the confidence they need to make smart media buying decisions.”
BrandAds is a savvy new tool to use to track your effectiveness in your video marketing campaign. It tracks everything real time.
Well, every 3 seconds.
Sorry you’ll have to deal with 3 seconds of worrisome curiosity instead of 3+ hours from a third party.
Can you market your brand, company, or product in 30 seconds? How about 15? Or 6? Is video length a big deal?
With Vine hitting 40 million users late August, it’s difficult to make a case against the relevance of ultra succinct videos. But why are they so popular? Does video length play a role in potency?
The numbers suggest that it does. The video-viewing experience is drastically different than the traditional longer-form. The time cap on Instagram video and Vine forces its users to be ingenuitive.
Orson Welles said, “The enemy of art is the absence of limitations.”
Bored teenagers aren’t the only ones using these apps. Many businesses recognized the evolution and adapted quickly.
Target came up with a creative marketing idea using stop motion.
Some businesses engage their audience in a conversation.
Instagram video gives a little more leeway with a 15-second time cap. Forever 21 launched a new social platform where people can have an interactive fashion experience, and are invited to share photos/videos of their outfits. This video helped introduce the campaign.
Many users are on the go, watching a couple videos while in line at Starbucks for their morning latte. They want short. Many phones with slower connections have difficulty loading a 30-second clip. A Vine or Instagram video is much easier for slow Internet and short attention spans.
These social media platforms are simply tools to support a broader marketing campaign. Marketing should always evolve with new media and their target audience.
© 2017 Moving Edge Media, LLC