Interesting Video Thoughts: Drake Morton

All Grown Up, Video Explodes In 2012

by Alison Provost , Wednesday, Jan. 25, 2012

If you take a good, hard look at the online video industry, it’s pretty clear that the sector is maturing.  The signs that online video has grown beyond the infant and toddler stages are everywhere:  brands are getting much smarter about their online video strategies; the technology to support it is getting much more sophisticated and exciting; and measurement is becoming more defined and pervasive.

For brands aiming to capitalize on online video — and every brand worth its salt is now incorporating an online video strategy — it’s important to have a sense of how the industry will evolve in the coming months to avoid getting hamstrung by the inevitable growing pains that come with an industry’s maturation.

Here’s our take on the trends taking shape, along with some recommendations for how to navigate them.
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How Online Video Drives Engagements:

Ads, Programming and Promotion

by Daisy Whitney

 

As online video proponents — yes, I assume if you read this blog you have a stake in the online video business —it’s nice to know ad dollars are rising and consumers are watching more video online. But what matters most is whether this viewing can translate into more engagement for a programmer delivering the content or a brand sponsoring it. (more…)

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November 17, 2011

70% of Online Video Ad Viewers Visit Site or Buy

According to a Burst Media survey of online U.S. adults aged 18 or older, 71.6% of web users overall watch online video content in a typical week, and 39.0% of all viewers spend between one and five hours per week with online video. Men aged 18-34 are the heaviest consumers of online video content, with 19.7% saying they consume 10 or more hours of video on the web per week.

39.1% of viewers say they typically watch full-length television shows, movies and/or sporting events on the Internet. 25.5% of online viewers watch news, sports and entertainment highlights of regular television programming online, and 49.7% say they also watch user-generated content.

Comedy is the most popular form of online video content among all viewers (38.8%), followed by news (33.3%) and music (31.2%). However, there are some dramatic differences between what men and women typically watch online:

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Be Smart, Be Social

by Jeremiah McMillan , Wednesday, Nov. 16, 2011

As “content everywhere” business models continue to expand at a rapid pace, it becomes abundantly clear what the devices and platforms defining and driving TV and digital entertainment contents convergence are.

With convergence, content providers and producers need to know and have survival skills to compete in “content everywhere” markets — including what the revenue, brand and digital extensions mean to the bottom line.

A few market shifts are painting a much clearer picture. Understanding “smart” platforms and devices, and what defines “social TV” content engagement, especially for the younger generations, is crucial to content business models in a “content everywhere” world.

Basically, multi-screen content strategy for 2012 and beyond is all about being “smart” and being “social.”

This is clear from the attention on a few new research studies that show global online TV and video revenues hitting $22 billion by 2016, up from $3.4 billion in 2010.

U.S. executives can look at with anticipation, or concern at the prediction that the U.S.’s share of that market will drop from 54% to 36% as the “globalization of content” and how people receive it takes off, with connected devices and platforms in Europe and Asia driving the growth in on-line video and TV revenues more than any other.

Smart And Social Digital Extensions:
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Video is Evolving — Don’t Get Left Behind

by Craig Wax , Tuesday, Nov. 15, 2011
Consumer usage of video is increasing at an astonishing rate. Cisco has estimated that video will increase from 30% of Internet traffic in 2010 to 90% by 2013. Online retailers are already using video, and service companies, manufacturing, and many others are also hopping on board. The scope of businesses that employ video and the different uses for video are expanding.

The message is clear: Consumers expect online video as a central element of a company’s communications strategy. No matter what sector of business you are in, incorporating video is an essential step in preparing yourself for the future of marketing.

73% of online retailers use video on product pages, which means that if you’re a retailer and you don’t have video on your site, you are officially in the minority, according to eMarketer. Other sectors of business are beginning to follow suit. A recent survey by Industrial Marketing Today  found that 50% of B2B manufacturers use YouTube as a channel to connect with their customers. Even service companies such as Charles Schwab are starting  to include videos on their websites.

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Need to Know: Drake Morton
by Bryan Boettger , Friday, Nov. 11, 2011

10 Factors Of Viral Propensity 

I don’t believe you can make a “.” There. I said it.

However, you can game the system. In a media landscape where earned media continues to gain greater and greater importance, we find ourselves consulting brands on analytical ways to judge a qualitative product. A way to judge propensity.

And, sometimes, you can do it by analyzing 10 factors…

1. Authenticity
. It can be planned out, but the video must feel in-the-moment. No one wants to be a shill for your blatant marketing.

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Need to Know: Drake Morton

Click Rates – Online Video Ad Metrics

General benchmarks nonexistent as CTR varies by industry, demographic and more

Benchmarks are often important markers for advertisers looking to estimate initial campaign performance and approximate competitor efforts. As online video, a subset of the larger display industry, continues to gain momentum, marketers are increasingly looking for video ad benchmarks to justify increased campaign budget and online video investment. (more…)

Interesting Information: Drake Morton

Video Forecast: Sky’s The Limit?

by Lewis Rothkopf , Monday, May 23, 2011

I’m often asked to offer predictions about what the online video landscape will look like several years from now, which I always respectfully decline to do. Our industry is so dynamic, with new players emerging daily, it’s relatively impossible to offer meaningful forecasts more than 12-18 months away. However, a smart colleague recently challenged me to use this space to do just that, in light of the increasing ubiquity of video across multiple devices and the resulting fragmentation of audiences. Perhaps the time is now right to look at the progress we’ve made as an industry over the last six or seven years and put a stake in the ground for 2013.  Right or wrong, it will be an interesting exercise two years from now to examine our younger selves’ vision of the future.

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Six Actions The Video Ecosystem Needs

To Take Now To Double Video Marketing Spend By 2014

by William A. Lederer , Thursday, May 12, 2011

While we all have grown immensely over the past year, online and mobile video is still Precambrian:  an underdeveloped, but now sizable medium in its own right. If we are going to take our act to the next level soon, there are six actions that should take priority to ready ourselves and the medium for major new investment from marketers.

Strengthen Physical Delivery and Make Ad Operations and Workflows EasierFirst and foremost, we need to take a step back. Just as in other high-tech industries, shiny new objects get all the attention, while some of the most basic obvious issues get pushed under the rug. Video delivery and fulfillment technology must continue to advance and become more transparent to better address concerns of both consumers and advertisers. Concurrently, video ad operations and video workflows must become easier.

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How To Create Brand Content That Stands Out

by Paul Kontonis , Tuesday, May 3, 2011

Today, brands are thinking differently about how to reach consumers: not by interrupting consumers’ experiences with advertising messaging, but by offering value through original and co-created content. This content allows a brand to tell its own story, bring to life its core sensibilities, and connect with consumers in a deeper, more meaningful way.

Now more than ever, brands face an array of choices for branded content — from cooking shows to healthy eating, fitness to balancing your life, reality shows to scripted comedy. It’s also a challenge to choose which entity will be your partner: cable networks, film studios, portals, online communities, video ad networks, online celebrities or independent producers?

Here are five things to consider to make your branded content stand out and succeed:
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