Feb 02

Multi-screen Video Campaign Strategy Increases Brand Recall

By Heather Timmerman Digital Media Trends No Comments »

Audience fragmentation is the #1 problem for online marketers trying to understand which platform is best to use when determining a digital strategy. Websites, mobile phones, tablets, and connected TV all play a role in the online video space, but knowing which devise to use for what end goal is key to understanding the best return on value.

Image courtesy of the Video Convergence Whitepaper by Videology

New research from Videology indicates that multiple platforms or screens actually increase brand recall. They measured this by studying 8 campaigns where video ran online on some, while others ran video across online, mobile, and connected TV. Of those that ran on multiple screens brand recall increased by 70-300% compared to online only at a 15-130% increase in brand recall.

However, if click through rates (CTR) or video completion rates (VCR) are the end goal then different platforms apply. This study, also done by Videology, included data from 378 campaigns and taking into account 184 million video impressions, 2.1 million mobile video impressions, and 360K connected TV impressions. Mobile seems to be the platform to use if CTR is what marketers are after, but connected TV is the platform to use for VCR. The whitepaper study, cites various reasons for this, one being the fact that connected TV does not allow viewers to click through or bypass a video advertisement.

If reach is what marketers are after, then going after the online video population (and platform) is probably the best bet given that is the largest of the three at 182 million compared to 91 million smartphone users, and 10.5 million connected TV users (in the US). However, if getting the most ‘bang for your buck’ is ultimately what it comes down to then a multi-screen campaign is probably the way to go due to a 9x higher average brand recall, and decrease in cost per incremental brand lift by 55%. Support for this multi-screen campaign approach was also done by a YuMe study that indicated online video ads actually complement TV ads (Source: VideoNuze). That is, of course if budget is not an issue.

After all the data outlined above, it’s clear to see how and why marketers can easily be confused by all the options, so here is a quick recap: CTR=Mobile, VCR=Connected TV, Brand Recall & Performance vs. Cost=Multi-Screen Strategy.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Jan 26

Create Your Brand-Owned TV Channel

By Heather Timmerman Digital Media Trends No Comments »

One of the multiple video predictions of 2012 was an increase in branded-content production, and early research into 2012 has proven that to be true. Many retailers and major brands are moving beyond publishing videos on websites and media outlets to creating their brand-owned TV channels online. This move is allowing these brands to increase consumer engagement, track behaviour and ultimately increase online sales (Source: MarketingWeek).

Image courtesy of PinkTV

Case examples from brands such as Thomas Pink, Marks & Spencer, LookFantastic, and BrandAlley talk about their experiences with this form of online brand building in a recent article by Marketing Week. Many brands begin by posting videos on YouTube or brand websites and eventually evolve into an online TV channel platform as a testing playground. The results have included consumers spending longer amounts of time on the online TV channel, looking at three times as many products compared to non-viewers.

Instructional  or ‘how to’ videos seem to be the most popular form of online TV content, particularly for the fashion or beauty brands mentioned above. For example, a popular strategy for Thomas Pink has been to post videos on how to tie a bow tie or Windsor knot, building their brand equity and expertise online. Brands such as BrandAlley have identified that this form of content platform attracts a younger audience which has allowed them to cater different content to their male and female viewers.

With these mass customisation strategies, an instructional tool-set for how to create engaging product videos is necessary. Luckily due to the popularity of online video, these best practice guides are beginning to pop up all over the internet. Below are a couple for your reference. In addition, check out a previous post describing how product videos improve consumer decision accuracy.

Product Video Guides:

How-to Product Video Examples from 5 E-Commerce Businesses
Product Video Best Practice Guide 2012

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Jan 12

Search vs. Social: Where is Video most seen?

By Heather Timmerman Digital Media Trends No Comments »

There have been no shortage of Google+ articles in the past few days talking about Google’s latest moves to take over social or rather, become more social, which got me thinking. Where are videos most seen online? Social networks like Facebook and Twitter or via search engines like Google? Additionally, how many video views are active versus passive? Meaning, direct searches for a video, or views through eWOM (electronic word of mouth), versus stumbling across a video on your own.

Image courtesy of thebizcoachblog.com

We have blogged up to our eyeballs in the past about how online video enhances the online viewing experience. Drawing the consumer into a more engaging experience and eventually deeper into the sales cycle. In case you have missed those blogs, here are a couple to bring you up to speed: Gain Competitive Advantage with Online Video and The Power of Video. This is good context to have when discussing the active versus passive views, as mentioned above. One can assume it’s the passive viewer that gets pulled unintentionally into the sales cycle, and also the viewer we are typically referencing when we encourage the influence product and brand video has on the average online consumer.

However, when it comes to overall numbers it appears that search has long been the leader in online video views (Source: ReelSEO), as indicated by a Q1 & Q2 2011 study by Brightcove and TubeMogul. According to this report, when it comes to referral traffic, video discovery by Google search was up 3.7% quarter over quarter with Facebook down in the 2nd quarter. It is worth noting that this report only covers two quarters and one piece of the puzzle. Referral traffic, or eWOM. Direct video views and passive video views are still a mystery to be found by other studies.

What we do know though, is Google’s YouTube still draws the most viewers month after month (eMarketer Whitepaper). That means, there may be no search versus social debate after-all, as Google seems to have both covered.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

 

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Jan 06

It’s YouTube – Not YourTube

By Ervin Draganovic Digital Media Trends Comments Off

The moving picture appeal of versus still graphics or written content is progressively influencing consumer behaviours and preferences. While marketers and retailers are becoming aware they need to be scalable when it comes to , most of them are left confused when deciding which video strategy to use. “Let’s just upload everything to , or wait! Should we host it ourselves?” should be an extension of the video strategy, not the strategy itself.

Image courtesy of zeroone.com

With more than 48 hours of content aggregated every minute and over 3 billion video views delivered a day, there is no doubt that YouTube is the most popular . Moreover, while these numbers are most often used in pitches arguing for using YouTube as the primary video destination and distribution platform, the numbers should be put into context for corporate video.

On a philosophical level, placing corporate videos primarily on YouTube is like placing a product on the lowest shelf somewhere in the corner of WalMart, while hoping that your product will get some consumer attention. The total amount of content shared on YouTube creates a high level of disturbance, which removes any hope of creating a controlled content consumption environment.

Additional arguments for not using YouTube as the primary platform are as follows:

  • YouTube is a entertainment platform – not a commerce channel
  • YouTube’s biggest interest is to get people to YouTube.com – not to a company domain
  • Uploading content to YouTube improves YouTube stickiness – not company domain stickiness
  • YouTube is about playlists – not call to action (CTA) opportunities
  • YouTube powered videos are likely to improve organic search results, however the video is linked to YouTube – not company domains where the product can be purchased

Instead of focusing only on YouTube, companies should invest in platforms that will bring exclusive video content propositions to its domain. With the right solution and execution, the video empowered domain can easily boost search engine results, increase stickiness, and improve conversion rates. As consumers continue to increase engagement levels on YouTube, companies should aim at utilizing the platform as a secondary vehicle for its corporate videos, not the focal strategy.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Dec 29

Video Prediction Mashup for 2012

By Heather Timmerman Digital Media Trends Comments Off

At the end of each year various analysts, experts, journalists, media and technology junkies alike, take to the wires with their predictions for the new year. The industry is no different. is exploding and not everyone is yet accustomed to why it is so popular, how to use it, or where to put it. One might say the industry has even more predictions than most due to its volatile nature. So in the spirit of collaboration and aggregation, I have developed a mashup of various predictions that we, here at Preview Networks, have found to be relevant in our research and discussions with customers and fellow junkies.

1. Video Context will become as important as . This prediction comes from Tom Wilde, CEO of Ramp via VideoNuze.com and is not so much a prediction as it is a rule of thumb for how to use video most effectively. Placing a video into a relevant editorial section to enhance its appeal, or using a media platform in line with the video content, is just as important as creating the engaging content itself. Creating an “a-ha!” moment is the point at which comprehension and emotion come together, which pulls consumers deeper into the sales cycle.

2. Increased Branded-Content Production. According to Alphabird, more marketers will begin producing original-content for brands, and increasingly playing the role of media company. With advertising on the rise, these assets become easier for brands to manage and distribute themselves, saving costs on various agencies that are currently being used. We saw this trend happening in 2011 among luxury brands like Burberry and Ralph Lauren as we have blogged about in the past. Accordingly, the focus has become more and more about the media-content as it has been on the design.

3. Cross-Platform and Cross-Device Campaign Planning will become the Norm for Most Brands. This is an increasing consumer trend that will be solidified in 2012, as more brands offer these services, as noted by YuMe’s Jayant Kadambi among others. The increase of usage enables video mobility, and the popularity of and expansion of device manufacturers, gives consumers more ways to consume video. is the final piece of the emerging platform puzzle, and according to AOL’s Ran Harnevo, Cross Platform will be the new King. This trend is about the ability to view video on any platform, at anytime, and providers who are able to offer a comprehensive video solution will be able to take advantage of this growing market share.

4. Reallocation of Traditional Budgets towards Digital Budgets. As AdoTube’s Steven Jones has noted, this is a prediction that many in the advertising and technology community have talked about for years, but 2011 is the first time the effect of advertisers extending TV buys by using digital video online could be felt. Marketers are becoming aware of the complementary nature of combining TV and online video, and as economic concerns increase across the globe, so does the shift in advertising from offline to online, according to an eMarketer recent report.

5. 90% of ’s Channels will Fail. Perhaps a bold statement, but as companies wake up to the fact that they can easily manage and distribute digital assets themselves, it could hold some validity. According to Jim Louderback, CEO of Revision 3, YouTube’s program is a classic venture model where they expect to lose 90% of the investment, but for the ones that will succeed it serves as a pipeline for TV ad money to funnel into the online space. This supports the argument made above and is also a nice teaser for next week’s blog post. Stay tuned for more!

About Preview Networks

Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Dec 13

Gain Competitive Advantage with Online Video

By Heather Timmerman Digital Media Trends, Internet TV, mobile Comments Off

Image courtesy of seoinhouse.com

Regardless of whether your focus is B2C or B2B, is the marketing strategy to be thinking about for 2012. Not only does increase conversion rates, it encourages sharing across web platforms, and creates a more engaging experience .

Recent data from Forrester, comScore, eMarketer and more, show that utilising video in your online marketing strategy creates action and moves the consumer deeper into the sales cycle 52% of the time (business2community.com).  “The combination of moving images, still pictures, graphics, sound, and text…appeals simultaneously to multiple senses making online marketing video the ultimate way to communicate, engage, and capture consumer attention” (Rick Dearborn).

Consider why 60% of business executives state they would rather watch video than read text (Forbes Insight Study, 2010). Because as humans we are visual beings and have an inherent preference for moving objects (Motion Effect Theory, Sundar & Kalyanaraman 2004).  “Due to ’s unique way of grasping the potential client’s attention and educating them on the people behind the products and services, companies that start using video will gain a quick competitive advantage and put themselves ahead of their competition” (Robert Weiss, President of MultiVision Productions).

Think of online video and TV advertising in the same context as far as affect, only far more affordable. Recent research from Google and Ipsos has shown that combining the two actually complement each other very well when it comes to increasing brand recall. However, not everyone can afford TV advertising. In that case, consider replicating your online video onto mobile and tablets and you have yourself a competitive multi-platform strategy. But first things first;  start with the video. “If you build it [they] will come.“

About Preview Networks

Preview Networks is Europe’s largest preview network. We serve websites, ,  apps and . Our content is available on MSN,, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online . We work with more than 300 brand and companies. Learn more on previewnetworks.com

 

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Dec 06

An Ode to the Power of Video

By Heather Timmerman Digital Media Trends, Internet TV, mobile Comments Off

Image courtesy of resonancesocialmedia.com

Recently I have been asked for several sources that document why is such a good marketing tool, so I thought I would dedicate a blog to documenting this trend. By gathering all the good tid-bits of information from the past year, here is an roundup. It includes links to previous posts in addition to external sources that sum up the power of .

Online Video Trending Up: 2010′s online video number review including links to 3 different reports. Here’s a blog-bite: “Consumers favor short form over full 30-60 minute programs, as 42% of video is consumed at the workplace in “snackable,” shortform clips” (YuMe Online Video Attitudes Whitepaper).

The Growth of Branded Content: The beginning of 2011 showed investor confidence in online video as $477 million was raised in Q1 alone, to support businesses focusing in this area (VideoNuze Blog post). Consumers are watching more video, and the industry is acknowledging the trend.

Leveraging the ROI of Video: increases , encourages sharing, and creates a more engaging experience for the consumer, and a blog post by video-commerce.org tells you how to leverage that ROI.

Product Videos Improve Consumer Decision Accuracy: In case you need a little academic theory to back up the trend, read this blog to find out how consumers, as cognitive misers, are drawn to video versus text heavy sites.

Brands that Embrace Video Improve Sales: This post links to case studies of brands like Zappos and Lands’ End who are capitalising on by incorporating video into their online marketing strategies.

Online Video is Content Marketing of the Future: A data-packed post with sources from comScore, Forrester, and Business2Community.com supporting the power of video. “The combination of moving images, still pictures, graphics, sound, and text – with interactivity and devices – appeals simultaneously to multiple senses making online marketing video the ultimate way to communicate, engage, and capture consumer attention” (Rick Dearborn, B2C).

The Secret Ingredient for Engaging Content: Check out a recent case study done by Getty that captures how to create powerful and engaging communication with video, and get introduced to the concept of The Content Graph which is the basis for many future blog posts, and where we see this trend going.

The Role of Brands as Media Companies: Brands like Burberry and Ralph Lauren are leading the trend and utilising their video assets to become more like media companies than designers.

I hope you enjoyed this review of past posts. Stay tuned for more future posts documenting this trend.

About Preview Networks

Preview Networks is Europe’s largest preview network. We serve websites, ,  apps and . Our content is available on MSN,, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online . We work with more than 300 brand and companies. Learn more on previewnetworks.com

 

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