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The Changing Face Of Online Video In 2009

Posted January 13, 2009 * Comments(1)

In 2008, Internet users watched over 9 billion videos, 27% of them on YouTube and other Google related sites.

It’s a fact that Online video is rapidly changing the communications landscape forever. A recent Com Score survey found that in July 2008, over 133 million Americans watched online video, accounting for a staggering 74% of US internet users. There is expected to be a seven-fold increase in online and web video growing to an astonishing £4.6 billion by 2013.In the US online marketers are taking a much closer look at online video production. In December, a survey from PermissionTV found that two thirds of respondents would focus their energies on online videos in 2009. The survey also found that around a half of respondents expect to be impending an online video project with only a third saying they were doing so currently.

In 2009, Online Video Ad spending will increase by 45% (eMarketers David Hallerman)

In 2008, two thirds of internet users watched online video and this is expected to rise to four out of every five internet users through 2009.With the growth of online video, the success of Itunes and Xbox Live, the internet is increasingly being used for full length TV content. According to a Diffusion Group study online video advertisements will change the nature of online video inventory, supporting the claim that long-form video will represent 69.4% of ad revenues, up from 41.6% in 2008.  Another surprise is that in 2008, online video ad spending actually grew faster than search spending though, it has to be said, that this maybe due to the economic downturn and the current economic climate. However, it’s not all doom and gloom as search still makes up for around 44% of total ad spend and the fact that it is easily monitored, accountable and performance based will mean it will always be an attractive prospect for marketers.

Cisco have estimated global internet traffic in 2012 will be 6 times current levels

Some analysts expect multiple online video formats will exist, with no single format leading the way in the industry. HD formats also seem likely to attract interest observing that the industry is presently almost entirely dominated by iTunes and the Xbox Live. iTunes alone has sold more than two million films and ninety five million TV shows to date. Its user friendly interface and competitive cost structure and the ipods ubiquitous nature has meant it’s been able to gain traction quickly.

80% Of Internet Users are expected to view online Video at least once a month in 2009 (Beet.TV)

The Xbox’s  Live Video Marketplace has driven significant revenue to the online VoD movie market, bridging the gap between TV and PC providing accessible HD content to consumers. Going into 2009, online video has to continue to reach out to the living room to ensure mass-market penetration. The rise of home networking will be a major driver in developing its presence, and media extender solutions such as Apple  TV certainly look like they’re here to stay.

Viral Marketing (Video Production)

Posted January 2, 2009 * Comments(1)

Viral marketing is a technique aimed at encouraging amplified word of mouth promotion of products and services. Viral marketing is also referred to as undercover marketing, if it is done correctly people do not realise they are being marketed to.

Viral marketing usually takes the form of a short film or video clip which is designed to entertain and/or invite participation of the viewer whilst creating brand awareness.

It is thought that the average person will tell eleven people about a bad product or service but only three people about a product they like. Viral marketing relies on this aspect of human nature to pass a message to many people in a short period of time.

The Internet is an extremely fast way of promoting a product whilst driving exposure, traffic and sales to a business. Products and services can be communicated to a worldwide consumer base by making use of existing resources such as blogs, social networking sites and video sharing sites such as YouTube.

Viral marketing campaigns can also be promoted easily by adding links from the company website, adding links to email’s and with targeted pay per click campaigns. Making sure the viral is easy to share is the most important part of the campaign.

Viral marketing works for companies of all sizes, anyone can have a great marketing idea regardless of resources. The most important thing is to get peoples attention, make the viral memorable and fun, something that people will want to get involved with.

If people can interact with the campaign there is even more chance they will pass the message along. By inviting people to share their experiences of a product or asking for their suggestion you are making the product their own and at the same time demonstrating customer confidence.

Two way advertising can include contests to create adverts or logo’s, and offering a good, company related prize aimed at your target audience will only serve to increase the participation.

Using open ended video stories that capture the imagination but do not reveal the whole message can also be an effective way of encouraging people to find out more. Offering a website address to find out more information is a great way of attracting people to find out more about your product whilst increasing traffic to your site and in turn, increasing your search engine rankings and enquiries.

Another important part of a viral is branding. Make sure the viewer eventually finds out what your product is or the campaign will be pointless! Giving the campaign an easy to remember title will also make sure it stays in peoples minds and that they can pass it on to their friends. Using the campaign name in the page URL will also help in terms of search engine results meaning that people will be easily able to find your campaign online.

When creating a viral campaign it is always a good idea to try to write from the viewers perspective, making sure they understand any references or jokes. Make the product sound ‘cool’ but keep the message simple, if it is too complicated the viewer will lose interest and won’t bother to pass it on.

Finally, make sure the resources are available to cope if the campaign is a success. Once the viral is circulating there can be thousands of people visiting and linking to it, this increased activity can slow down or completely take a server down which would be a disaster if after all that promotion no one can see your viral!

For more information about creating a Viral for your business, call us on 07966 509701