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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Oct 25

The Digital Spend Trend of Brands

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

spending trends are always something those of us in the video space are constantly keeping an eye on. What is the percentage globally, per region, print versus digital, emerging platforms, or ad versus editorial content? Any way you slice it, the numbers seem to be going up in favor of digital. However, a more intriguing trend is the role brands are increasingly playing online.

L’Oreal ad image courtesy of marketingmagazine.co.uk

Case in point: L’Oreal doubled its digital spend in 2010, and plans to spend even more in 2011 bringing digital to 10% of L’Oreal’s total advertising outlay. The fact that they hope to add 1 billion consumers globally over the next 10 years might have something to do with their strategy.  “L’Oreal’s spending is moving to reaching consumers online when they’re evaluating products, using a combination of sophisticated search marketing optimization and original online content aimed at very specific beauty issues” (adage.com).

Another example is Burberry who has increased their digital spend to 60% of its total marketing budget following a successful campaign for their new Burberry Body fragrance. They have extended that to and also plan to take it to TV. A first for the luxury brand (retail-digital.com). As noted in a previous post, Burberry considers themselves “… as much a media-content company as [they] are a design company. ”

As these two examples have shown, no online is necessarily the same, but what is apparent is the use of original, . The placements vary, but the aim is more of a consumer engagement, or interaction-centric approach. Something we here at Preview Networks like to call . Essentially, the management of brand-owned content to a targeted audience distributed across media channels, platforms, and destinations.

About Preview Networks

Preview Networks is Europe’s largest preview network. We serve websites, ,  apps and . Our content is available on MSN,, IMDB, , 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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Jul 05

Online Video Views Growing

By Heather Timmerman Digital Media Trends, General, News we can use Comments Off

A recent report courtesy of comScore indicated record breaking online video views, with YouTube at the top of the list for the month of May.  According to this report, the average online video consumer watched over 100 videos on YouTube in one month. 

Not surprising then, Google sites led the charge on destination where the most video was watched with Hulu, Microsoft, Vevo, and Viacom Digital websites following in line behind.

What’s even more fascinating is the fact that YouTube only accounts for 28% of all online video market share.   The other 72% watch their online video content through preferred media websites, mobile apps, social networks, etc.   That’s where Preview Networks comes in.

We work with our media partners to integrate easily and effectively to bring the latest online video in our network to their network of followers.   While instant gratification will always need to be fed, leading the cattle to YouTube.  There’s the other part of the population that counts on trusted names in the media marketplace to give them the online content they just happen to stumble upon.

Related Articles:

comScore Releases May 2010 U.S. Online Video Rankings

YouTube Leads US Online Video Market with 28% Market Share

Global Online Video Community to Exceed 1 Billion Users in 2010

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Nov 11

YouTube channel down but not out!

By Ben Johnson Preview Networks PR and News Comments Off

After months of hard work, care full administration and a growing fan base, YouTube pulled our channel with absolutely no warning.

Why …………………….!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! No warning. Nada, zip, didley squat! I was expecting at least an email, coupled with a reason and who we could protest against.

In discussions with major studio its come to our attention that there are people who sit in various legal and accounting departments that actively complain every time a trailer appears on Youtube when it falls outside of the normal syndication. The guys we work with (our UK represntitives in the various distribution companies) hate it, as it means that they can’t even seed their own campaigns online virally without someone from their own company pulling the trailer!

This is a classic example of Internet Illogic. Why would promotional material that is helping to promote your product, that has the potential to go viral, that is syndicated by a variety social networking and vodcasting sites and that will get more people watching the trailer, talking about it and hopefully pushing them one further step down the buying process toward buying the movie ticket or renting the DVD; be deemed by some bean counter somewhere as a threat?

Lawyers and accountants are an odd bunch. I remember hearing  a funny story from a friend of mine who told me about the music industry’s battle over international music rights and the early days of inflight entertainment. It became so wildely illogical that the London to Newyork service was forced to turn off the entertainment system while the plane flew over Iceland (a then unsecured territory).

Based on rough guess we have excluded certain film companies content from our new film trailer channel, while we go forward in making contact with various legal departments  to ask for syndication rights. We have resurrected our youtube channel which is under construction here and will be live with content shortly. Viva the free dissemination of promotional content on the Internet!

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