Jul 26

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.

Image: Visible Conversions

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 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.

May 30

Out of the Box Content Marketing

By Heather Timmerman Digital Media Trends Comments Off

To see this branded content marketing piece by GoPayment, click on the image.

A theme of several recent articles regarding how to create a great content marketing strategy all have one thing in common. They center around using digital platforms like social media to incorporate brand marketing initiatives utilizing video content to create engagement, all of which require both creativity and risk. The overall message to executives and online marketers via multiple sources, is to not be afraid to try something new. A recent ReelSEO Tweet from a post written over a year ago still had some very valuable information worth sharing. The main points were:

  1. Educate Yourself
  2. Embrace Online Video and Social Media Marketing
  3. Commit Budget to Promote Video and Social Media Initiatives
  4. Develop Creative that is Relevant and Shareable
  5. Establish Clear Expectations and Goals – Learn to Predict ROI
  6. Integrate Video and Social Media into Traditional Marketing Initiatives
  7. Allow and Encourage Experimentation
  8. Be Responsive
  9. Don’t Play Follow the Leader
  10. Don’t Assume Video and Social are B2C Only
  11. Be Prepared to Fall on Your Butt Now and Then

All of the points above are important but perhaps the one that is needed to get the creative juices flowing is allowing and encouraging experimentation. This reminds me of the infamous 20% rule which Google applies internally in order to keep innovation alive and well within the organization.  The philosophy is simple. One day a week engineers are allowed to work on a project that isn’t necessarily related to their job descriptions. The idea being that creativity and innovation can’t be forced. Only by loosening the reigns and encouraging freedom of thought can new ideas come to the surface.

Experimenting with video can be daunting, especially for those who haven’t the faintest clue how to get started. That’s where the network and education comes in, which another post labeled ‘Why CMOs Need to Experiment‘ indicates is highly relevant (Source: Digiday). Attending conferences, reading up on the topic, reaching out to colleagues and most importantly securing some budget to play with is critical to get started. According to Steven Cook, the hunt for ROI in social is besides the point. Brands that worry about this too much don’t get social, which is a risky route to take. If you need some reasons why social is here to stay, check out this previous Preview post.

Not assuming that video and social is only for B2C companies is another good piece of advice mentioned in the first article above. GoPayment, a B2B mobile payment service recently released a series of great content marketing videos about their clients (Source: ReelSEO). The focus of the video series was centered around their customer’s stories and how the use of pop-up store initiatives in various cities in the US allowed them to reach their audience and provide a convenient service. This in the end created engaging and entertaining content, while subtly allowing GoPayment’s brand and value proposition to come through. The moral of the story and message of this blog? Never underestimate the power of creativity and collaboration.

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.

Aug 18

It’s no secret that video has exploded in the online space, nor that it is more effective than plain text and graphics. According to The Motion Effect Theory, human beings have an inherent preference for moving objects (Sundar and Kalyanaraman 2004) which is one reason why TV has been so popular for so long.

Image courtesy of Content Marketing Institute

With the evolution of the internet into our daily habits, it is only logical that as human beings we are drawn to moving objects on our computer screens as well. I’m not talking about moving ads vying for attention on the top, right and left of the content you are reading online. It’s the well done, well played online video inserted into editorial pieces and commerce pages that adds context and depth to any piece of information you may be interested in. “The combination of moving images, still pictures, graphics, sound, and text – with interactivity and mobile devices – appeals simultaneously to multiple senses making online marketing video the ultimate way to communicate, engage, and capture consumer attention” (Rick Dearborn, B2C).

According to Forrester Research, online video is 50 times more likely to appear on the first page of search results because of optimisation tactics like blended search and according to comScore, YouTube continues to be the main driver of online video content growth with 147.2 million unique viewers in the U.S. in May, 2011. Luckily for brands, videos are becoming increasingly easier and more affordable than ever to make. The important thing to remember is to create video content with a clear strategy in mind. If it is quality content, it will always find a place in the mind of the consumer. Reaching the consumer in more places than search engines and video platforms however, is a matter of strategic distribution and content management. Something we happen to know a little bit about.

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 10

Leveraging the ROI of Video

By Heather Timmerman News we can use Comments Off

The video space is hot right now and there are massive amounts of data telling companies why they should invest in video when it comes to interactive marketing plans. Video increases conversion rates, encourages sharing, and creates a more engaging experience for the consumer, etc. However, there are very few articles that break down the return on investment as succinctly as video-commerce.org has done in their 3 part blog series on the ROI of Video Commerce Platforms.

Cleverly titled “How to make $645K from Video Commerce Tech in 24 Months by Launching 2 Videos a Month” the third blog post walks the average e-commerce marketing manager through an estimation scenario using 4 baseline numbers, assuming the average website sells goods or services online and plans to implement or publish video. The 4 baseline numbers include: Average Order Value, Average Conversion Rate, Number of Videos Available to Deploy on Day 1 and the Number of Videos Available to Deploy on the 24th month.

The video publishing options include: Video SEO, Interactive Social Video, Video in Email, Site Video Optimisation, Mobile Video (on-site), and Mobile Video (in-store). Using sample data from the company Liveclicker, an ROI scenario of the above methods, including production improvement from video analytics produces the following results:

  • Video SEO revenue of $88,854
  • Interactive/Facebook video revenue of $64,270
  • Video in Email revenue of $280,000
  • Site Video Optimization revenue of $119,884
  • Mobile Video Revenue of $12,691
  • Production Improvement from Video Analytics of $80,184

Total 24 month revenue of $645,883 attributed to investment in video commerce technology.

Not all video methods mentioned in the example may be appropriate for every company, but the possibilities are tangible. If you have the patience and perseverance to read all the way through the post and apply it using relevant data, it is a transparent and thorough way to see a projection of return on investment when it comes to video.

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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