Anyone that works in digital marketing knows that online video is a popular content marketing and advertising tool increasingly used by brands and consumed in records by online viewers. Just last month, MediaPost reported on the latest comScore metrics indicating that in June, 2012 180 million U.S. web users viewed 33 billion pieces of web content which breaks down to approximately 85% of the U.S. audience viewing online video. As a result, online advertising spend not only in the U.S. but on a global scale is increasing year over year as budgets continuously shift to the digital side of things.
The reasons video has become so popular has been highlighted in multiple past posts and includes everything from the theory that states human preference for moving objects to the effectiveness of video on click-through rates and conversion to sales online. Video is big and only increasing but many brands still think in viral terms (short-term life-span) instead of focusing on creating an effective distribution strategy (long-term life-cycle). Even YouTube admits there is no one secret recipe to Why Videos Go Viral.
This is not to say viral is not effective, great content that informs as well as entertains is the main ingredient to any successful video campaign. Due to its shareable qualities, video has the ability to amplify a product or service across multiple platforms earning the brand organic media coverage. However, when a brand has given just as much thought into how to distribute the video as they have on creating the content of the video, they will also realise revenue earning opportunities. As it was succinctly put in the MediaPost article A Vaccine For The Viral Virus by Alison Provost, video can be “both controllable and bankable” which can be argued is just as valuable, if not more, than the latest viral hit. So content marketers have no fear. Millions of views, likes and shares is fantastic. But so is money in the bank and an ROI you can take back to the board.
About Preview Networks
Preview Networks is a content marketing 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.