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Written words with images may be powerful tools, but you can amp up your inbound power even more if those images move. Yes, we’re talking about video, one of the most effective yet commonly overlooked marketing tools that can increase engagement on your website. You won't believe the statistics on video effectiveness... Read the full article »
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If an image is worth a thousand words, a video clip is worth a thousand images. At the moment, most email clients don't display embedded videos. Adopting embedded video will boost engagement and make emails more attractive. Presenting an innovative product, explaining how to use an app, or showing a moving model wearing clothes for sale are just a few possible ways to use video within an email
... Read the full article »
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Top brands and business personalities are excited to have a platform with video content that is better suited to reach a B2B audience than Facebook, Snapchat, or Instagram are. Marketers are excited about being able to showcase a product launch, have their company's thought leaders tell stories, and broadcast their events over video... Read the full article »
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Video is becoming the most important medium for companies to master in order to stand out in 2017. While written words are still important, expectations among internet users are changing. Video Marketing is the newest branch of content marketing that is changing the way companies think about delivering their content. There is no better way to build trust... Read the full article »
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In order to start using mobile video right, advertisers must adapt and institute new tactics and focus on a mobile-first approach. Some steps they can take to achieve this include in-app mobile video (not just mobile web) in media plans to optimize their approach and reach users where they spend the most time... Read the full article »
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L2's latest report emphasizes the importance of strategic ad spend for maximized online engagement. Clearly, social media platforms have emerged as critical components of effective digital video strategy, but marketers should consider the distinct behaviors and challenges of each platform, such as varying audiences, formats, and other platform-specific tendencies... Read the full article »
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As you prepare for marketing battles in the near future, you should recognize that each of The Significant Seven Social Video Platforms has a different personality, so each should play a different role. Even if you have a great creative idea, you can’t repurpose the same video format across the entire social video ecosystem... Read the full article »
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With 90% of consumers finding video helpful when making their buying decisions, it’s no wonder that marketers everywhere want to jump on the video bandwagon. But, as with any marketing technique, using video as part of your marketing strategy requires planning—specifically when determining which types of video should be used in which parts of the buying funnel... Read the full article »
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"Online video is one of the fastest-growing channels of advertising, triggering heavy demand from brands for high-quality content," says Jonathan Barnard. "Video platforms that can capture the attention of the most consumers with the best content will reap the highest rewards."... Read the full article »
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Despite the challenges in measurement and monetisation, Joyce insists “brands are going to embrace” digital video and its content. “If you look at all the data around content marketing, it’s one of the biggest growing areas in advertising in general. I expect it to continue.” ... Read the full article »
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The study evaluated an actual campaign that included a combination of a professionally produced “how to” video and a user generated product video that was created and submitted by an actual product user.
The first group of consumers in the study participated in a veiled exercise in order to determine the sales effectiveness of the professionally produced content, the user-generated content, and both together.
Professionally produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brand’s total line. User generated product videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brand’s total line.
When exposed to both professional content and user generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brand’s total line. This demonstrates not only the value of each of these media individually, but also the powerful combination when used together.
Frank Findley, Vice President, Research and Development at comScore, says, in answer to “... do user-generated videos complement professionally produced content... (the study) found strong evidence of incremental benefit with exposure to both forms of media...”
A second group of consumers participated in a cued exposure exercise and were surveyed after being directly exposed to the content. On its own, professionally produced content resulted in a higher percentage of respondents understanding the importance of the key message presented than user generated content, while the user generated product videos were more successful at producing emotional intensity, key message communication, and ease of relating.
When consumers were exposed to both professionally produced and user generated content, the combined increases were greater than for either of the individual media exposures.
Jessica Thorpe, Vice President of Marketing at EXPO, concludes that “... professionally produced content and user generated product videos are each successful at delivering different key elements to a consumer through video ‘advertising’... feature benefits are more believable when coming directly from the brand through professionally produced content, while the unbiased user generated videos were more believable in verifying specific product claims, such as superiority and convenience... used together, all of the perceived gaps get filled in and consumers become more confident in their purchase decision... resulting in better sales effectiveness from the advertising.”
For additional information from comScore, please visit here.
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