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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 natural corollary to this line of thought is that only superb content will work in social media. Most advertisers we speak with are under this impression. Fortunately, nothing could be further from the truth.
How-to videos, repurposed TV spots, drug and medical advertisements, recipe videos, and direct response commercials all consistently enjoy success in social media. In fact, one could argue that the performance-based, non-interruptive social format provides better, more tangible value than standard pre-roll.
The distribution mechanism for social video is a value exchange, whereby users receive virtual goods in return for watching a video. This format puts users in control, and it generates completion rates as high as 94% for 30-second videos. But of particular interest to advertisers is the channel’s ability to generate earned media -- regardless of the content.
Nothing is going to make a two-minute recipe video “go viral,” nor would the producers of such content necessarily have that expectation. But earned media is more than just sharing and free reach. According to a study we recently conducted, nearly 5% of users, on average, who watch a social video take an additional earned-media action after viewing. This means coupon and recipe downloads, store locator usage, Facebook visits, participation in contests, etc. All of this happens, by the way, after the user receives her or his virtual reward.
Thus, advertisers interested in generating earned media activity for their videos need not concern themselves with creating the next viral meme. They should, however, come to the table with a clear idea of the consumers they’d like to reach, and the actions they want those consumers to take. Coupon downloads, for instance are a natural next step after watching a CPG commercial.
Understanding the basic tenets of social media advertising (i.e., value exchanges, performance-based Cost-Per-Engagement (CPE) pricing, and targeting by demographic rather than by content type) can create opportunities for many brands that might not otherwise consider themselves good fits for the space.
Earned media results are no longer limited to an elite group of viral video megahits. Advertisers of every stripe can benefit from social advertising; they simply have to plan for it.
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