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Online Video Trends for Digital Marketing and Communications By: Mercury Multimedia www.mercury-inc.com
Online Video Trends for Digital Marketing and
Communications
By: Mercury Multimediawww.mercury-inc.com
Hosted By:Christine McCarty
www.twitter.com/clmccarty
http://www.linkedin.com/in/christinemccarty
Hosted By:Justin Clerc
http://www.linkedin.com/in/justinclerc
If you have a question feel free to ask via Twitter. Use the hash tag #mercweb and we will be happy to answer your
questions at the end of the webinar.
Why Online Video?
• Brand Engagement
• Reach
• Reputation Management
Brand Engagement
• 93% of people online expect to see some type of video when checking out a web site.
• Emotional ads are the most effective ad
Reach & Rankings• With YouTube accounting for 99% of its video views, Google raked in more than 10 billion
video views in August — an increase of more than a billion views in just one month.
• 158 million U.S. Internet users -- or 80% of the nation's online population -- watched online video in July 2009. A total of 21.4 billion videos were viewed during the month.
• The duration of the average online video was 3.7 minutes, while the average online video viewer watched about 500 minutes of video, or 8.3 hours
• Videos are 50 times more likely to rank on the first page of Google. U.S. video views have surpassed searches—there were 12.7 billion video views in November 2008 and 12.3 billion searches.
Reputation Management• Monitoring and managing your
reputation online 24/7 is essential.
• Not paying attention to what’s going on with your brand, especially with online video, can give you more than just bad PR; in some cases, it can also cause huge financial losses.
• For example, “United Breaks Guitars” YouTube video.
Video = The Customer Connection
You Your Story
Your Customer
Video
- Industry Snapshot - Retail
• One company – Shoeline.com – added 100 videos that show how a shoe looks on a model’s foot and boosted conversion rates on those products by 40%.
• Another company PetsUnited has over 1,200 videos across three web sites. CEO Alex Tabibi claims that product videos improve the sale of a product about 50%. They plan to add 100 videos a month on their web sites including dog.com
- Industry Snapshot - Retail
• The number of online shoppers who watch retail videos grew 40% in a year.
• To respond to this growing demand, retailers’ top priority is adding video to their web site.
- Industry Snapshot - Healthcare
• In the past 12 months, 100 million Americans looked for healthcare information online.
• Companies engaged in social media channels on average grew company revenues by 18% over the last 12 months, while the least engaged companies saw revenues sink 6% on average over the same time period.
- Industry Snapshot - Healthcare
• In August 2009, the VIEW main index for the Top 20 Healthcare Web Sites was 30-80-20, which indicates that 30% of the companies had video on their home page, 80% had video on their site, and 20% didn't use any video on their Web site.
• Video uses: 70% of the surveyed Healthcare web sites use video for promotional purposes, 25% use it for informational purposes 15% use it for demonstrative purposes, 5% use it for entertainment purposes.
Your Company Wants A
Now What?
Online Video Campaigns
• Brand Channel
• Webisodes
• Brand Video
• Viral Video
Brand Channel
More than1
MILLION channel views
www.youtube.com/nikefootball
Video =
Emotional Engagement
Ability to search relevant cancer stories that relate to you
Ability to created own video story or edit existing content and send to friends
Ability to join the cause and donate on the spot
Video Stories from
Around the World
www.ge.com/innovation/archive.html
• Episodes and live cams comprise a great video library and reason for people to visit, enjoy and come back to the San Diego Zoo web site.
• With a content management system on the back end, the Zoo can easily create, manage and customize video as well as allow fans to easily share content.
http://www.sandiegozoo.org/videos/
Brand Channel
Brand Channel Benefits
Webisodes
• Attract and retain viewers
• Hold customer attention
Short web episodes
Contains a plot line
Ranging from 4-16 minutes
in length
No product placement in
videos
User generated comment section
Prominent on web site
homepage
Brand Video• A Diffusion Group study projects
that by 2013, long-form video will represent almost 70% of online-video ad revenue, up from just over 40% today.
Brand Video
• EA Battlefield is a multi-player video game that uses video demos, trailers and episodes
• Keeps fans updated and attracts new players.
EA Battlefield
http://blogs.battlefield.ea.com
Brand Video
• While only about 50% of the top 20 marketing and advertising companies use video on their web sites, McGowan Crain decided it was time to use video as a launching pad for their site.
• An insurance company wanted to use video for a direct mail DVD piece and online. With one finished video, they scored $1 million in business from the direct mail DVD and it is the most watched asset on their web site. Not bad for a $20,000 investment in a branding video.
Viral Video
More than10 MILLION
YouTube views
www.youtube.com/EvianBabies
NOTHINGSo why is it funny?
Who doesn’t love a cute, cuddly baby??
What Do You Do With Your Video
Last but not least...
WEBSITE
Multimedia Release
• A 2009 Online Newsroom Survey reveals that the desire for video by media has increased substantially over the previous year, with more than 80 percent of journalists now wanting to see video files.
Measurement
• Video SEO
• Google Analytics
• Nielsen
• YouTube
November Webinar
• You can go to the link on screen to register for our next webinar“Whose Line is it, Anyway – Marketing or HR?”
• https://www2.gotomeeting.com/register/685699011
Hosted By:Christine McCarty & Justin Clerc
www.twitter.com/clmccarty
http://www.linkedin.com/in/christinemccarty
http://www.linkedin.com/in/justinclerc
Online Video Trends for Digital Marketing and
Communications
By: Mercury Multimediawww.mercury-inc.com
