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FWM: Digital Innovation – Online Video Promotion


Online video content looks set to play a big role in the world of digital marketing as clients try to promote their brand. The art of reaching the correct audience is delivered through Online Video Promotion (OVP). Fast Web Media’s Director of Search, Tom Smith, explains just exactly what OVP is and how video will be key to a brand’s success not just now but in the future.


What is online video promotion?

Online Video Promotion

Online video promotion is essentially marketing for your online videos; it’s all about getting your content in front of the right audience. Thanks to video hosting websites such as YouTube, Vimeo, Daily Motion, Meta Cafe etc, it’s easier than ever to extend your reach and measure the impact of your video promotion activity.

The idea is, if you can push your videos in front of a key influencers and a relevant target audience, the potential or organic or viral growth significantly increase – particularly with the social sharing functionality included in sites like YouTube.

“More than 400 tweets per minute contain a YouTube link, and over 150 years worth of YouTube video is watched on Facebook every day.”

YouTube Blog, January 2011

How does video differ to other forms of content?

Online video is growing at a phenomenal rate, particularly in the UK. Hitwise have recently reported on the growth. With a growing, engaged and accessible audience, the tools and ability to share content within viewers’ social circles and strong analytics behind the content; video is an ideal medium for clients to promote brands, products or services.

Online video differs from other forms of content for a number of reasons. Brands have complete creative freedom on a universal medium. Technologies such as flash are restricted on some devices and are server-heavy to deliver whereas YouTube works well across almost all internet enabled devices. Online video also means brands aren’t restricted to traditional TV ad formats and lengths. Furthermore; brands can be responsive and reactive, giving them the potential to manage potential reputation issues a little more easily.

For example; unfortunately for FedEx, this video showing a FedEx delivery guy throwing a computer monitor over somebody’s fence ‘went viral’ at the end of December 2011. FedEx’s Senior Vice President of US Operations had posted a response to the video, with an explanation and apology. Whilst it was a bit of a canned apology, it did achieve about half a million views – unfortunately nowhere near as many as the original video: but that’s more than likely because people found the original quite amusing.

Between September 2010 and September 2011 UK Internet visits to online video sites grew by 36%. In September 2011 there were over 785 million visits to video sites from the UK Internet population, accounting for over 4% of all Internet visits.

What are the key advantages of online video?

Key advantages of video are:

  • YouTube is the second largest search engine, and the second largest social network. There is an abundance of high-quality traffic already there to get your traffic in front of.
  • Online video is a fantastic acquisition channel for driving quality traffic to a website.
  • You can measure engagement with the video content through analytics.
  • Video is being given more exposure in organic search results than ever before.

 

What is the future of OVP?

The future of online video promotion is undoubtedly going to correlate to the transition of PC to living room for streamed TV content. This broadens the audience and opens-up the opportunity for real-time bidding for video content placement.

The data behind this advertising will be far superior than current metrics that TV advertising is based on now, such as BARB; where multi-million pound budgets are placed on data from a sample of 5,500 UK homes!

The prospect of being able to show a branded YouTube video during the advertising break of the Champions League final to a strict target audience based on age, geography, demographics and interests; and to be able to bid for that space on a cost-per-view basis, is really going to shake up the TV advertising sector. It will also be a great shake-up for brand managers too, who want to prove that every pound of their budget is working for them.

Fast Web Media’s background as a data-led digital marketing agency, coupled with vast experience of bidding strategies and aligning search in-line with ATL campaigns, will provide a distinct advantage when the shift to real-time advertising comes.

What has Fast Web Media done with OVP so far?

Fast Web Media have executed a number of video promotion projects. Some of the most interesting case studies are in the support offered for Vice Magazine’s branded videos on YouTube.

All projects were planned with set objectives in mind. These objectives are often video-view led; however a range of broader metrics are considered such as shares on social networks, geographic views, comments, ‘likes’ and embedded video placements.

Social profiling was carried out on the viewers and social shares, which also showed the correct demographic was reached, and further to this, the videos were shared by a range of key influencers within the sector which brought a viral effect to the content beyond the end of Fast Web Media’s campaign.

The client experienced above-target results in all instances; and saw high levels of engagement and outreach within the target demographic.

Why should clients be looking to use online video promotion?

It’s all very well creating video content, but as with anything online, there’s little point if nobody can find it. Online video promotion gives clients the opportunity to not only get their content seen but to get their content seen by the right people.

Further to this, online video has the longevity that TV advertising doesn’t, with no end-date to the content being viewed – at no additional cost. Video sharing sites’ social networking capabilities allow clients to engage with the viewers, receive feedback and have their content organically shared on social networks.

For the Cadburys ‘Chocolate Charmer’ campaign in April 2010 they said: “Online delivered 19% additional reach for the campaign, in particular reaching a higher proportion of younger consumers than TV. TV reached a bigger audience but delivered only 60p of short-term sales for every £1 spent.”

To provide a better ROI on marketing spend, online video promotion is the way to go.

Tom Smith




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