Why Big Advertising Dollars are Moving to Online Video

Posted by Drew Hubbard on April 21st, 2010 at 6:54 pm
Marketing Master:
  • Daisy Whitney, Author, Reporter and New Media Consultant, dmg world media, Beet.TV and New Media Minute
Presenters:
  • Alan Burgis, CEO, EuroRSCG
  • Ian Wolfman, CMO, IMC2
  • Scot McLernon, Chief Revenue Officer, YuMe
  • Karen Lee, Senior Marketing Manager, Livescribe
  • Paul Kontonis, Senior VP, Branded Entertainment, MATTER - Edelman
  • Beth Reilly, Digital Marketing and Media Lead, Kraft
  • Victor Lee, VP/Group Director Marketing and Branded Entertainment, Digitas

Takeaways:

  • ComScore says consumers will now tolerate 6 to 7 minutes perhour, up from 3 to 4.
  • Quantcast, Visible Measures, and Blue Kai are all popular tools for measuring in-video ad metrics.
  • Brands are starting to create their own content instead of buying pre-roll space on existing videos. Pre-roll is still the most dominant form of video ads.
  • The Evian rollerskating babies was not a shot in the dark. This was a carefully prepared and executed marketing program. The video itself was only one part of a larger campaign.
  • Evian used paid positioning to lead the way to the organic earned media that made this particular video so successful.
  • Evian's elements of success for the water babies video:
    • They seeded the Dan the Automator (a famous producer) remix of the Rapper's Delight song to the blogosphere. This release was unbranded. This version of the popular song was the one used in the video. The release of the video also coincided with the 30th anniversary of the original version of the song. This was no coincidence and shows how important music selection can be.
    • They launched a contest to remix Rapper's Delight on Facebook, MySpace, and Twitter. This effort was also unbranded.
    • They virally seeded branded teaser videos to YouTube and the blogosphere.
    • Paid support included home page ads on YouTube and iTunes, TV spots in France, and loads of traditional and digital PR.
    • Created a "Roller Baby" microsite.
    • Created a dedicated channel on YouTube and a Facebook fan page.
  • Consider moving away from RFP-style thinking, and instead attempt to meet with the client about objectives. The RFP model is becoming obsolete for digital and specifically video.
  • Great point: We lean back to watch TV, but we lean forward to watch video online. Remember this - the fact that people want to participate - when your brand is creating content.
  • Brands have primarily the following options for online video marketing, in order of more brand control to less brand control: advertise around ┬ásomeone else's content, original content, co-created content, curated content (find somebody else's content and bring it into your own campaign), and content activation (inspiring UGC).
  • Measurement: It's not primarily about views. It's more about engagement, brand impact, social word of mouth, and of course sales. There is plenty of software that exists to effectively measure all of these metrics. Visible Measures is highly recommended for video.
  • Use measurement software to measure against known metrics. For example, measure against the most viewed TV shows or other known online video metrics.
  • Video views is a relative metric. You can't compare one video to another because they each vary. One might be embedded with auto-play, the other might now. Therefore, views is by no means an absolute metric.
  • Active monitoring is vital. There will be responses of all kinds, so it it important for the brand to be a part of that conversation.

3 Responses to “Why Big Advertising Dollars are Moving to Online Video”

  1. Pete says:

    Good info. Great article.

  2. Nicely summed up Drew, much appreciated!

  3. [...] important here is that video will be an important tool in 2011. A decade ago it took a few hundred dollars to push out a gigabyte of video, today it’s only [...]