Jan 26

Create Your Brand-Owned TV Channel

By Heather Timmerman Digital Media Trends Comments Off

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.

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.

Related posts

Dec 06

Image courtesy of resonancesocialmedia.com

Recently I have been asked for several sources that document why is such a good marketing tool, so I thought I would dedicate a blog to documenting this trend. By gathering all the good tid-bits of information from the past year, here is an roundup. It includes links to previous posts in addition to external sources that sum up the power of .

Online Video Trending Up: 2010′s online video number review including links to 3 different reports. Here’s a blog-bite: “Consumers favor short form over full 30-60 minute programs, as 42% of video is consumed at the workplace in “snackable,” shortform clips” (YuMe Online Video Attitudes Whitepaper).

The Growth of Branded Content: The beginning of 2011 showed investor confidence in online video as $477 million was raised in Q1 alone, to support businesses focusing in this area (VideoNuze Blog post). Consumers are watching more video, and the industry is acknowledging the trend.

Leveraging the ROI of Video: increases , encourages sharing, and creates a more engaging experience for the consumer, and a blog post by video-commerce.org tells you how to leverage that ROI.

Product Videos Improve Consumer Decision Accuracy: In case you need a little academic theory to back up the trend, read this blog to find out how consumers, as cognitive misers, are drawn to video versus text heavy sites.

Brands that Embrace Video Improve Sales: This post links to case studies of brands like Zappos and Lands’ End who are capitalising on by incorporating video into their online marketing strategies.

Online Video is Content Marketing of the Future: A data-packed post with sources from comScore, Forrester, and Business2Community.com supporting the power of video. “The combination of moving images, still pictures, graphics, sound, and text – with interactivity and devices – appeals simultaneously to multiple senses making online marketing video the ultimate way to communicate, engage, and capture consumer attention” (Rick Dearborn, B2C).

The Secret Ingredient for Engaging Content: Check out a recent case study done by Getty that captures how to create powerful and engaging communication with video, and get introduced to the concept of The Content Graph which is the basis for many future blog posts, and where we see this trend going.

The Role of Brands as Media Companies: Brands like Burberry and Ralph Lauren are leading the trend and utilising their video assets to become more like media companies than designers.

I hope you enjoyed this review of past posts. Stay tuned for more future posts documenting this trend.

About Preview Networks

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

 

Related posts

Jun 23

In the May posts regarding the Growth of Branded Content we talked about how despite the rise in both financial spend and consumption numbers, video was still an underutilised asset for many brands. Even though usage of video is increasing, in many ways that statement is still true when comparing the demand to supply. According to SundaySky’s quarterly report, 9% more retailers posted videos on YouTube in Q1 2011 compared to Q4 2010. However, the number of subscribers to online retailers’ YouTube channels increased by more than 20%.

Which covers only one source of video content. The biggest opportunity to embrace video content as a way to showcase products and boost e-commerce is the brand or retailer website. According to SundaySky “a staggering 68% of retailers are not yet exploiting the obvious and accessible rewards of using videos on their sites.” Combine video with SEO best practices and it is bound to equal big dollars, as the Zappos case study proves in the report. They generate more than $500K in incremental revenue simply by following video SEO guidelines.

Now imagine enhancing the e-commerce site experience to feature live video chat, like Lands’ End is doing to improve the online shopping experience. According to the Vice President of Customer Care Service, this has not only made the customer shopping experience more efficient and enjoyable, it has helped the bottom line as well. Regardless of the method chosen, the opportunities for brands to utilise video are plentiful,  and the benefits are very tangible.

Want to read more? Check out these articles:
Online Videos Increase Traffic, Conversions for Retailers
Selling the Goods: Retailers Embrace Video as Virtual Sales People
Live Video Chat in Ecommerce Websites: The Future of Customer Service?

About Preview Networks

Preview Networks is Europe’s largest preview distribution 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 media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

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Jun 16

With every passing day consumers are being stimulated to purchase products by e-commerce sites with greater information richness, improved user friendliness, and larger coverage. Even though the internet has only been around for the past 15 years or so, it has changed consumer activity considerably.

However, whether e-commerce sites empower consumers to make better decisions when purchasing a product should be questioned. While many have written that improved decision capability comes with the increase of information, most consumers are feeling overloaded with sheer volume of information at the point of purchase. The irony is that the total amount of available information has passed the point of what consumers are able to process. E-commerce sites that offer too much information confuse rather than clarify consumers. This may be very surprising, but the fact is that consumers just use a small amount of the available information when making decisions (Caildini, 2001).

Besides, e-commerce merchants have to remember that consumers are “cognitive misers” who try to decrease any amount of cognitive effort when making decisions and as a result of that are willing to settle for an imperfect solution in return for a deduction in search costs (Häubl & Trifts, 2002).

Due to these facts, building text-heavy e-commerce sites, including long bullet point product specification pages, is not improving consumer decision accuracy. Instead, e-commerce merchants should focus on building product videos that:

  • focus on the most essential features in the product,
  • give a good product demonstration,
  • highlight purchase information (price, delivery, and payment security),
  • have a short duration,
  • are well integrated
  • and are SEO optimized.

By allowing consumers to watch product videos, the cognitive effort will decrease as easier access to the important information is granted. Along with the decrease in cognitive effort, consumers’ decision accuracy will get improved as more information can be accessed and processed in less time.

About Preview Networks

Preview Networks is Europe’s largest preview distribution 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 media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

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