full version: online video: superpowered ideas for marketers

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The guy in the office cubicle is coping with stress by seeking

out entertaining videos on YouTube and then sharing them with

his buddies on Facebook and Twitter – so the idea is to market

to that need. – Phillip Underhill

Executive Creative Director, Videasa

For starters, we almost canceled the project. After

all, YouTube and the mega-research firms were

cranking out daily news releases with data that

proved online video was important. That it was big.

That you could not escape it’s influence. Sigh.

It was on election day, November 4, 2008, that we

decided to move forward with this study. As

we watched America’s first YouTube presidential

election unfold, we were floored by the number of

online video clips that were appearing in television

news broadcasts.

The “Crowd” (some of us included) apparently

produced more content than the campaigns and

news organizations combined. Suddenly, Americans

had a user-generated alternative to mass media

political coverage.

We were faster. We were more entertaining. We

were honest. We were undeniable.

No, we did not need any more proof that online

video was important. But what remained

unanswered was critical to our future as an online

video content agency. If the Collective Content

Generation is viewing and uploading millions of

video clips everyday on just about every subject

under the sun, how should marketers respond?

Thus, we decided to ask marketers to forecast

ways in which online video could be used to reach

and influence the 150 million people who watch an

average of 96 online videos every month .

The response was tremendous. The insights were

ground-breaking. The business case lessons and

corresponding recommendations could save the

average marketer thousands of dollars and reduce

the learning curve by several years.


76.8 percent of the total U.S. Internet audience viewed online video (January 2009).The average online video viewer watched 356 minutes o f v ideo (approximately 6 hours), up 15 percent versus December.100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer).54.1 million viewers watched 473 million videos on MySpace.com (8.7 videos per viewer).The duration of the average online video was 3.5 minutes, up from 3.2 minutes per video in December.The duration of the average online video viewed at Megavideo was 24.9 minutes, higher than any other video property in the top ten.

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There are many reasons why online

video is popular: bandwidth and

techno log y d r i ve rs as ide , i t ’s

informative, entertaining and easily

accessible at home, work and on the

road. We have created buzzwords like

“video snacking” to describe its place

in the ad-avoiding, time-shifting,

screen-shifting, on-demand, user-

centric digital ecosystem. All certainly

valid when analyzing human behavior

through the lens of technology.

Perhaps of greater use to marketers is

understanding how online video fits

into today’s social context. This

requires a different perspective.

Instead of viewing the internet as a

way to increase productivity, it can be

understood in terms of facilitating

social interactions. From this frame of

reference, humans (not consumers) are

exploring new forms of self expression

and new forms of community.

All of this of course, has immediate

implications – which brings us to the

heart of this research: people are

demanding content that is contextual,

mobile and entertaining enough to be

shared with friends and co-workers in

any one of the multiple social

networking spaces they visit, create

and/or maintain.


“Web videos can help a brand slip into a consumer's buddy list kinda sideways by offering something in the way of entertainment or helpful information that does not smell like a sales pitch - and may hardly mention the product or service the brand sells.” –New York City

The economy is a key driver of content

consumption among today's on-demand digital

consumers.

Marketers overwhelmingly agree that audiences

are attracted to entertaining video clips that

provide an escape or resolve an immediate, vexing

need.

For audiences seeking an escape, video clips that

serve up humor and/or feature outrageous,

scandalous or tantalizing stories quickly achieve

conversation status in social networks.

For the person determined to solve a nagging

problem, video is the perfect on-demand remedy;

delivering the resolution with an entertaining or

unexpected twist can increase replay and word of

mouth propensity.


Popular web videos are today’s new Superbowl

commercials - except they happen every day in the

form of short, entertaining video clips.

The players - the Superbrands who reach great

conversation heights online and offline - have

procured the talent and resources necessary to

generate branded video content that people talk

about, share and recall favorably.

Superbrands have evolved to provide on demand

service in an ultra-mobile economy where the

divisions between home, work and play time has

condensed or permanently altered.

Superbrand marketers understand that consumers

don't have a short attention span; they have a

short attention span for the perfectly crafted, dull,

self-centered sales-pitch.

Superbrands fully comprehend the reach and

impact that one short, catchy video clip can have if

it catches the attention of an active member of an

online social network.

The message has been flattened and is no longer

static.

The New York Times is no longer 'the' mass media

authority on news, politics, culture and

entertainment. Brands are no longer the single

mass media source of information about its

products and services.

Today, consumers exert significant influence over

the publishing and distribution of content once

dominated by media giants, content kings and

advertisers.

The Age of Wikipedia has arrived and the

Collective Content Generation has seized control of

the content, the message and the opinions in a

manner so disruptive as to only be described as

the democratization of media.

People want less advertising and more service;

self-serving ad spots devoid of infotainment will

fall short of potential marketing objectives.

In a flat world, people want something relatable

not aspirational, something to talk about by

reaching out and connecting on common ground.


Marketers are increasingly aware that consumers are

quickly accessing much of the same content on their

television, personal computer and mobile smartphone.

The most significant disruption that will occur in 2009-2010

is the realization by most consumers that their flat screen TV

is not a TV at all; it’s an LCD computer display that can

easily be connected to a small computer like the Mac Mini to

access huge amounts of entertaining content.

Marketers are largely unnerved by the pace at which

consumers are time-shifting, location-shifting, screen-

shifting and generally untethering content from the devices

and channels they were originally designed for.

Consumers are demanding content that is contextual, mobile

and entertaining enough to be shared with friends and co-

workers in any one of the multiple social networking spaces

they create and maintain.

Outgunned and outpaced, Superbrand marketers are

creating content in the form of infotainment that users can

access and re-distribute on-demand.


It’s not a television; it’s a

52-inch digital display.

– Washington DC

SURVEY LANDSCAPE: DIGITAL MARKETING HOT-SPOTS


This project was a two-phased

research study, which included a

quantitative online questionnaire and

qualitative online interview. The study

surveyed a total of 409 respondents in

December 2008 and January 2009.

For the online questionnaire, 19,000 US

marketers were polled in December

2008 and January 2009 to gain insights

on the drivers of video content

c o n s u m p t i o n f r o m t h e b r a n d

marketer’s perspective. Given the

current economic climate, we framed

attitudinal and intent questions in

terms of online video’s ability to (1)

attract prospects and (2) increase

revenue on corporate and third-party

websites. Questionnaire participants

were randomly selected from a

nationwide database of 19,000

marketing professional and generated

a 1.2% response rate.

Interview participants (n = 181) were

selected via an online recruitment

process targeting senior-level digital

marketers in Seattle, San Francisco,

Los Angeles, Houston, Chicago, Miami,

Washington DC and the New York City

vicinity. Interview respondents were

asked to formulate predictions on how

web video would be used based on

current trends in onl ine video

marketing and greater social and

cultural trends.


80%“Our brand can repurpose content

made by online users”

77%“Video clips on our website can

increase sales”

71%“With the right kind of video, we can

turn YouTube into an effective sales

channel”

84%“2009 is the year for online video”

19,000 US marketers were polled in December 2008 and January 2009 to gain insights on the drivers of video content consumption from the brand marketer’s perspective. Given the current economic climate, we framed attitudinal and intent questions in terms of online video’s ability to (1) attract prospects and (2) increase revenue on corporate and third-party websites. Questionnaire participants were randomly selected from a nationwide database of 19,000 marketing professional and generated a 1.2% response rate. Question 1 Question 2 Question 3


Question 4 Question 5 Question 6

Strongly DisagreeDisagreeDon’t KnowAgreeStrongly Agree

Question 7

80%“Our brand can repurpose content

made by online users”

77%“Video clips on our website can

increase sales”

71%“With the right kind of video, we can

turn YouTube into an effective sales

channel”

84%“2009 is the year for online video”

19,000 US marketers were polled in December 2008 and January 2009 to gain insights on the drivers of video content consumption from the brand marketer’s perspective. Given the current economic climate, we framed attitudinal and intent questions in terms of online video’s ability to (1) attract prospects and (2) increase revenue on corporate and third-party websites. Questionnaire participants were randomly selected from a nationwide database of 19,000 marketing professional and generated a 1.2% response rate.

Be valuable to your customers and they will return the favor.

SURVEY QUOTABLES“Video allows consumers to learn more about the company, product, or service.”

“Videos should focus on solving consumers’ problems rather than selling.”

“Video is the new online currency. A few companies are starting to embrace the new paradigm. Home Depot has videos showing do-it-yourself homeowners how to tile a bathroom. Leapfrog has videos teaching new parents about the learning path of developing children. Nike has applications and content helping people workout and train more effectively. There are people developing businesses using marketing as a service. Gary Vaynerchuk (http://tv.winelibrary.com) has almost 500 videos reviewing wines. He's building a wine empire and is becoming a wine celebrity.”

Provide consumers with helpful pre-purchase and pos t -purchase v ideo content.

Use video as a visual aid to gu ide consumers through setup and other processes.

Provide video content that clearly addresses your customers’ need to be informed about your category.

RECOMMENDATIONS


77% of the total U.S. internet audience viewed online video in January 2009.

The average online video viewer watched 356 minutes of video (approximately 6 hours), up 15 percent versus December 2008.

. Service oriented marketing is rooted in the

law of reciprocity: providing a no-strings attached service prior to

purchase creates goodwill, demonstrates category expertise and often

leads to a reciprocal transaction.

. Consumers are more receptive to video content that strikes a

balance between practical, entertaining information and a sales pitch.

. Creative, informative video content will inspire people to share

branded content via email, word-of-mouth or as links on social

networking sites.

. Create video content that leaves prospective

and current customers longing for more information and/or the next

installment.

A MATTER OF FACT

California

Texas

California

“UGC is the real deal -- and unless it’s blatantly branded, it is far more persuasive than coming up with some viral video work the client loves but that nobody outside the company buys into because it was done in-house, by the book, and is irrelevant.”

. User-generated content blurs the line between a

real-life social experience and branded entertainment in a

way that’s both positive and authentic.

. UGC allows users to promote positive,

interesting discussions about the brand in casual settings.

. Social networks have turned the Internet

into a domain of hyper-influence. Some of its users are Super

Influencers who love your brand.

. Because online consumers object to

advertising by ignoring it or skipping past it, UGC is an

attractive alternative.

“Web users generally prefer a raw authenticity first and foremost, but their expectations for what web video should look like is evolving.”

“There is huge potential for video in the UGC space. Many brands are leveraging open contests with or without agency assistance for winning campaign videos, creative ideas, and commercials, with a surprising number of submissions being high quality productions.”

“With UGC you can receive hundreds or thousands of ideas without the high costs traditionally associated with video production.”

“User-generated video shows consumers interacting with the brand from the consumer’s perspective, rather than from the ‘marketing voice.”

UGC requires an experienced social media guide. Don’t make the mistake of executing without well-heeled social media explorers.Tap your best customers and employees first. Many are brand Super Influencers.For your corporate site, procure user generated content, then do post-production work and set the final video in a creative overlay.Outside of the corporate site, commission and encourage the production of UGC. Mine the results for valuable insights.

RECOMMENDATIONS


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Florida

“Marketers can jump on the social networking video bandwagon by offering such things as creative backgrounds and graphics for the videos that are relevant to the brand. This will help them connect with their audience and be relevant.” – Washington D.C.

. For audiences seeking an escape, video clips that serve up humor

and/or feature outrageous, scandalous or tantalizing stories quickly achieve

conversation status in social networks.

. For the person determined to solve a nagging problem, video is the

perfect on-demand remedy; delivering the resolution with an entertaining or

unexpected twist can increase replay and word of mouth propensity.

. Popular web videos are today’s new Superbowl commercials - except

they happen every day in the form of short, entertaining video clips.

. Superbrands fully comprehend the reach and impact that

one short, catchy video clip can have if it catches the attention of an active member

of an online social network.

“Unique short videos that are targeted to specific audiences get passed around very quickly on social networks without effecting their overall marketing direction. A good concept would disseminate and translate quickly. Pass-around video can be more suggestive and stretch the boundaries.” – Florida

Keep your video short - 30 to 90 seconds is ideal.

Do not make a commercial.

Include real people in your videos; actors = commercial.

Let viewers vote and respond back in multiple ways.

Put a strategy in place before distributing video content.

Insert special versions of your videos, such as short clips, or “micro content,” onto sites such as MySpace, LinkedIn, and Yammer.

Content should be versatile so that it can move between sites. The same material can be reformatted to be suitable f o r S l i d e S h a r e , F l i c k r, YouTube, and Facebook.

RECOMMENDATIONS


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“YouTube has become a top search engine. The same SEO tricks that work on Google, MSN, and Yahoo can garner large audiences for video. To track, test, and optimize key word rankings on YouTube would increase traffic to your videos.” - California

“Attractive and short videos are one of the most powerful SEO weapons these days because you can tag the video, related videos, and relevant keywords.” – New York

Publishing video on your website will lift your organic search engine ranking and increase unique visits.

. Video search optimization requires expertise, planning and resources. Refer to our “Recommendations” list on the left.

. When searching, most people

judge a video’s thumbnail, title and description before deciding to

click-thru and watch.

. According to Hitwise, 2.6% of all Internet

search queries in the United States are of the how-to nature.

Consider putting a transcript of the video on the video page.

Video files should be in multiple formats, including FLVs, MOVs, MPGS, MP4.

Produce v ideo w i th na tura l language searches in mind.

Create a filename that contains relevant keywords; completely avoid keyword stuffing.

Use a mRSS feed. Create an mRSS and submit it to the search engines. Google does not accept mRSS feeds, but they do have an XML Site map for Videos.

Remove noisy metadata with a cleaner.

Only place one video per page.

Surround video with relevant text.

Cross-link to videos using keywords in anchor text.

Grab real estate around the term “video.”

Keep your content and search keywords current so that your brand remains relevant.

The more you tag and cross-link your content on different sites the higher you will rank in searches.

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Darren Aftahi, vice president of Equity Research at ThinkEquity Partners, says the Internet will become the broadcast market of choice, and text search will turn into video search.

VIDEO’S IMPORTANCE IN MARKETING

People don't watch a video. They

watch batches of videos. You want to

tap into that Related Videos section.

-Greg Jarboe (SEO-PR)

PROVOCATIVE THUMBNAILS DRIVE VIEWS

: Watch the video.

YOUTUBE CELEBRITY LISA NOVA

RECOMMENDATIONS

"Digital marketers should cater to the needs of visual learners by creating instructional video clips for the web. This is not necessarily a platform to launch a product or service but a means to show the consumer that it is really fun and easy to use. With video explanations on how to use the product or service, consumers may be more inclined to become a user if some of their concerns are addressed.”- New York

. The strong demand for how-to videos has

given rise to sites like Howcast, Expert Village and similar instructional web

portals that are dedicated to this genre of content.

. Marketers realize the importance of delivering on-

demand information and service in today’s wireless, ultra-mobile economy.

Top brands are catering to consumer preference for short video content that

demonstrates how to compare, purchase, use, optimize and properly dispose

of their products and/or services.

. How-to videos reduce costs across all

customer service and support channels. The reason is simple: video is a

superior demonstration vehicle compared to static text and graphics.

Provide videos made by experts as well as videos made by users. The former guarantees reliability and the latter ensures authenticity.

Make sure that you avoid technical jargon and that you are using ‘the language of the consumer’ in your videos.

Infotainment: consumers will gravitate towards videos that present information in an entertaining way.

Creating support videos and writing support manuals are very, very different jobs.


“In the world of instant media, consumers today have little time and may be a bit lazy in the reading department. They want to 'get it' in 30 seconds. They'd much rather see how a product works, than have to read how to figure it out. And they're much more likely to purchase when they can see how cool the product is.” - Illinois

More than 100 million US consumers - 42% of mobile subscribers - have video-capable cell phones.

65% of mobile video viewers are under the age of 35 - compared to 35% for total mobile subscribers

32% of mobile video viewers are between 25-34 years old

Over half of teens (54%) report watching video on their cell phones in bed - that’s 1.5x more likely than average viewers

A MATTER OF FACT

RECOMMENDATIONS

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“Consumer testimonials are an easy and effective way to establish credibility in trying to sell anything! Short video clips of real consumers describing how they have had a positive experience with a product or company are compelling. They could even be tied into a viral marketing campaign.” – Illinois

“With a reward as incentive, invite consumers to create videos of how they would use or improve the product/service. The company will learn how the consumer frames his/her interaction with the product and gain valuable insights that can drive product innovation.” – California

Your best customers are already creating and distributing online

videos about your products and services: start participating in that conversation.

Though consumers may be aware of your brand, they often refrain

from making a purchase until hearing from people who have owned and used a

product successfully.

Connecting a viewer with a real person who delivers an honest and

personal endorsement is a far more powerful way of ‘advertising’ customer

satisfaction.

Prospects are more engaged when they “see” your product being

demonstrated by a real customer as opposed to reading about it.

“Short tutorials can complement the product. Sales tutorials are not just testimonials, but ‘how-to’ testimonials!” – Washington


Keep testimonials brief - one to two minutes in length is optimal.

Avoid “infomercial”-style testimonials t h a t a r e o v e r w h e l m i n g l y a n d unbelievably positive: Opt instead for authentic reviews that seem balanced.

Prov ide v iewers w i th mul t ip le testimonial problem/solution scenarios.

Increase the potential that a consumer will connect with your message by creating multiple testimonials that r e p r e s e n t c u l t u r a l l y d i v e r s e perspectives.

RECOMMENDATIONS

“Marketers can use video clips on the web to tell a story that has more than one chapter.” – Washington D.C.

“Each video would be different but would share one main thesis. The episodes would be released at different times, giving viewers the opportunity to sign up for notifications before subsequent episodes launch. By doing this, companies will be able to gauge the success of their campaign in a whole new way.” – California

Marketing campaigns

could be composed of a series of videos revolving around one product or

one essential idea.

. A story-line would encourage the viewer to

return each time to see what happens in the series.

. Younger consumers are tuning out traditional marketing

messages and show a strong preference for short-form web content

delivered in an authentic voice.

“Webisodes tied together under one theme – either in standalone format or progressive story-line – can really work to the benefit of marketers when the concept is right and has been created specifically to reinforce and extend the brand messaging.” – Texas


Leaving Bliss is an independent web series that follows the sometimes sad but frequently funny travails of Patience Owen, a Pollyanna-type who flees her sparsely populated hometown in favor of Hollywood to pursue her dream of making it big on the “tinsel screen.” Four to six-minute episodes are released biweekly.

Characters and story lines should be exciting enough to sustain audiences over time without becoming stale.

Heavy handed, over-the-top integration of brand messaging in a webisode runs the risk of being panned by audiences.

RECOMMENDATIONS

Real, raw portraits of consumers using products and services offer an

alternative to testimonial videos which have the potential to appear, at times, stilted

and staged.

. Brands may also use this genre of video to offer a look behind

the scenes at their employees, their development process, or production techniques.

. For large, faceless corporations, mini documentaries have the

power to humanize the company and connect with audiences.

. Mini-documentaries capitalize on the “reality entertainment” zeitgeist

and are attractive to consumers who have become accustomed to watching this

type of programming on TV.

“Show real consumers interacting with the brand – in a casual, non-scripted way. This would be similar to a 'documentary' and would portray how and when the consumer uses the product/service, presented from the consumer's perspective as opposed to the 'marketing voice'.“ - California

“Instead of big budget TV commercials extolling ‘the finest health care, best doctors’ blah, blah same ol' same ol', I am pitching a series of 2-3 minute ‘cinema verité’ portraits of the doctors. Show don't tell.” - Virginia


Shorter is better. Breaking up the documentary into a series is the best approach for stories occurring over a long time period.

A mini-documentary is not a Corporate Profile, nor should the video feature executives or personnel based on seniority.

Subjects for the mini-documentary should be chosen on the strength of their story and ability to come across on camera. Charisma is essential.

RECOMMENDATIONS


Apple’s affordable Mac Mini easily connects to a LCD TV screen and can access a huge variety of content - from i Tu n e s t o l o c a l n e w s broadcasts.Netflix subscribers can now buy a $99 set-top box from Roku that streams video to their TV sets.Vudu also sells a $299 set-top box, which allows users to download TV shows for $1.99 per episode and movies for anywhere from 99 cents to $19.99. Such devices could make it easier for consumers to “cut the cable cord.”

A MATTER OF FACT

“Recently, I was stuck in an airport, watching the airport broadcast loop through for the zillionth time. I thought, you know, my fellow flyers and I are basically a captive audience, why not put some branded entertainment vignettes out here? Consumers resent advertising when they feel it’s being pushed at them and is interrupting something else they’re doing, but marketing that offers a little entertainment value along with information and new ideas is a godsend when they’re stuck waiting for time to pass.” – Washington D.C.

“Audiences continue to shift and find new ways to consume web video.” – California

“As consumers become increasingly aware of advertising on the internet, web videos will need to move beyond the computer screen. How about watching videos on your luggage cart while waiting to check in your baggage for a flight or while waiting in line to pay for parking?” – Florida

Create a cross-digital platform content strategy.

Version content for unique digital audience consumption.

Start experimenting now with content for Apple TV and mobile smartphones.

Understand that consumers are in the driver’s seat so content needs to have strong entertainment value.

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. Emerging digital platforms - each a valid video

distribution channel - reach out to a potential consumer base in airports,

on airplanes, shopping carts, parking garages, taxis, and beyond.

. Retail environments outfitted with

multiple LCD displays and point-of-purchase screens are ideal for

delivering catchy video clips.

. Video content that goes beyond

the three screens paradigm will reach consumers who put their guards up

in the traditional spaces.

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More t han 80 pe rcen t o f Americans now have a computer in their homes, and of those, almost 92 percent have internet access

Internet access is positively correlated with the respondent’s or Head of Household’s education level as well the home’s combined annual income. As they increase, so does the likelihood of internet access. Homes with a lower educated householder and lower household incomes are least likely to have internet access.

Only 3% of households with incomes over $125K do not have home internet access.

Taxi TV

eReader

Apple TV

A MATTER OF FACT

RECOMMENDATIONS

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. Mobile video allows short-form video content to be

delivered to users in real-time.

. Consumers can be engaged wherever they have their

mobile device(s) – in essence, anywhere and everywhere.

. Improved network speeds, cheaper, more

powerful devices and an assortment of content bode well for the

future.

“Someone with GPS on their mobile device could find local listings via the device. But, rather than a static website, the consumer will be able to access a video clip. This would be useful for restaurants, museums, nightclubs, music venues, comedy clubs, retail stores, etc. The video can be a walkthrough of the bustling venue or a discussion of the daily specials or sales. What is key is that the content pushed is unique and can be updated on a monthly, weekly, or even daily basis.” – Washington D.C.

“Many people are starting to use Google Maps or similar programs on their mobile phones. Location-based video ads will be a critical tool to get you more foot-traffic than local competitors. I expect that in 2 years over 80% of local stores will have their promotional videos available on maps accessible through online and mobile. Location-based video ads will be as important as outdoor logos.” – California


More than 100 million US consumers - 42% of mobile subscribers - have video-capable cell phones.65% of mobile video viewers are under the age of 35 - compared to 35% for total mobile subscribers32% of mobile video viewers are between 25-34 years oldOver half of teens (54%) report watching video on their cell phones in bed - that’s 1.5x more likely than average viewers

Consider the audience: mobile video content is t yp ica l l y consumed by younger audiences and sports fans.

Keep i t sho r t . C rea te microvideo content for mobile users

S o u n d t e s t . M o b i l e audiences use a wide variety of audio outputs - which potentially means poor sound quality.

Create downloadable content that users can save to their phone and reference again while they are on-the-go.

A MATTER OF FACT

RECOMMENDATIONS

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. Currently, most “video mail” is really an embedded

link to an online video. An email can contain an image that appears to be a

video but is really hyperlinked to a video on a webpage.

. V-mail 2.0. Technological innovation is constantly

improving video quality and size. Video embedded emails will soon be a

widespread phenomenon.

. Baby Boomers and Matures are especially

drawn to emails that have informational or entertaining video content. Few

marketers today are really prepared to take advantage of the opportunity

because they lack the resources to produce appropriate video content.

F i r s t , l o c a t e a n experienced video mail vendor.

Preferably send video mail to services like Gmail, MSN and AOL that work with chosen vmail vendors.

I t ’ s b e s t t o s e n d entertaining microvideo content as opposed to documentaries.

Contact Forrester about video mail best practices and vendor ratings.

“The user’s curiosity will drive them to click on the link-to-video in an email, mostly because it’s a novelty. I think that the success of this type of marketing might reach a fast peak then slowly settle into a more sustainable success rate, much like text-based email has done. This means that now is the time to jump into the space.” – California

“Video clips can be integrated into web e-cards that people can share.” – California

“As corporate IT departments have wised-up to employees who are watching YouTube at work, many companies have blocked access to the site. Consequently, more people are forwarding emails with video attachments or emails with links to video hosted on alternative video sites.” – New York


RECOMMENDATIONS

. Splitting up videos and distributing different portions of the content at different distribution points can be a compelling tactic that, when done well, has the ability to move traffic.

. A Hollywood standby reinvented for the internet: Users watching video content in one location can be encouraged to click to another site to view the conclusion.

. Another iteration of this tactic is to create one video as a

starting point and then multiple story-lines that let consumers “choose their own adventure”

“Cory Williams, created this really great series of Fortune Teller videos on YouTube where audiences watching one video could click on the screen and be taken to a custom “fortune.” I’ve also seen it done with videos of magic tricks that ask the viewer to guess the answer and clicking on a certain portion of the screen leads to another video. Audiences love the element of interactivity and usually end up watching the video multiple times and clicking back and forth to see more than one ending. Marketers could use the same technique to drive audiences to from an online video destination directly to their microsite or homepage.” – New York

“I urge brands to build out their YouTube channels by splitting their product/service reviews into 60 second clips that at the end say “For the Complete Review Click Here.” It’s an easy bounce-back promotion that will boost web traffic and return visitors to the site.” – Florida

RECOMMENDATIONS


SMP Film’s “Choose Your Path” challenges viewers to choose a path, watch a video and locate his missing cat, Sparta. Each path asks viewers to leave text comments.

Mr. Safetyyoutube.com/smpfilms

C h o o s e a n e m o t i o n a l transition point, or story arc to create the split.

Offer viewers the option of choosing multiple “split paths” to increase engagement and click-through participation.

Offer v iewers feedback mechanisms such as text posts or live chat.

Consider following the initial episode with a “live” content split as a test.

. Revolutionary forms of advertising pique consumer

curiosity and interest. Unexpected content is addictive and promotes dialogue.

. Most effective when integrated as part of a social media campaign,

the efficiency of guerilla video is reliant on the strength of creative concept

underpinning the video and a timely execution and distribution.

. Originally characterized by low-budget, quick-response videos,

the category has been stretched to include big-budget agency-produced look-a-

likes. Often, this genre of video is described as “viral.”

. Some of the best executions are Parodies, Caught on Video and

Faux clips.

“Create an experience where the viewer isn’t sure if they are supposed to, or allowed to, see what they are seeing. This can be presented as an incidental recording that some paparazzi-type posted anonymously. Entice the user to take action. This will promote viral distribution.” – New York

“The ‘Forgetting Sarah Marshall’ campaign did an excellent job of guerilla marketing, creating billboards, blogs, videos, and sites that initially didn’t indicate that they were created for a film. A lot of people talked about it because it seemed like it could be a real guy going through a breakup. For ‘True Blood,’ HBO posted ads for a synthetic blood drink. This was confusing and exciting to people and was discussed extensively on the internet.” – California

RECOMMENDATIONS


The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors dur ing 2008 to “Member Community” Web sites globally came from the 35-49 year old age group (+11.3 million).

GM DEALERSHIP FIGHT

EHARMONY PARODY

Create a faux video clip that a p p e a r s t o c a p t u r e a n argument between employees and vendors with a hidden camera brought in by an employee.

Parodies and self-depreciating humor tend to go over well with audiences because they show that you don’t take yourself too seriously.

Producing Guerilla videos in-house has led to some notable disasters: Know your limits. Hiring an outside agency to produce guerilla video adds a layer of insulation and security between the brand and the campaign.

A MATTER OF FACT

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“Attracting consumers to our website and encouraging them to sign up for long-form content webcast subscriptions proved to be a challenge. We wasted a lot of time trying to circulate short-form “highlight reels” of our content on video sharing sites, blogs, etc. After creating a video widget that people could download to their social networking page, desktop, or mobile, we found consumers to be far more responsive and likely to share with their friends." – New York

“The end game is this: create a series of video widgets that end up being resident on a potential customer’s social networking profile or desktop. For example, say I really like rock group Coldplay. So I go to their fan site and download a widget that alerts me every time there is a band update (tour locations, concert ticket sales, CD releases, etc.). The widget also offers on-demand video of Coldplay’s latest performances as a bonus. For this feature consumers might actually consider paying some sort of micro-trans fee (e.g. $.99 per new concert).” – California

RECOMMENDATIONS

They are small applications or toolbars that embed

video and other content on web pages, blogs, mobile-phone screens and

desktops. Almost anyone can create a video widget and spread it virally

across social networks. A wide variety of widgets can be found at http://

widgets.yahoo.com.

. The video content in video widgets can be

updated frequently and the programs can also have interactive features such

as polls, trivia, surveys, etc. The widgets can have diverse functionality and

can be repackaged for various clients.

. This tactic allows for

the natural integration of various related goods and services.


75% of the total U.S. internet population watch online video

Widgetbox serves millions of widgets per day and helps widget owners reach tens of millions of people per month. Widgets help you reach new users, drive traffic back to your site, and extend the reach of your content and services on sites all across the web.

Put a widget on your website

Once clicked it expands to reveal video content

Con t inua l l y re f resh ing content is an important facet of the internet as a medium but it is especially important when it comes to video widgets. Content distributed via widget can look stale after only a week.

Create a widget designed for current fans of your brand that brings them exclusive offers or value.

Create an incentive program to reward customers for hosting your widget on their social media page(s).

A MATTER OF FACT

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YouTube added a “speech-bubble” annotation feature to their videos last June. If you haven’t taken advantage of the feature, the time has come.

Creative possibilities abound: From an in-video scavenger hunt to click-to-win contests, marketers are restricted only by the limits of their imagination.

With the advent of digital television and YouTube on TiVo, Vudu and other services, interactive video will quickly migrate from desktop to TV to smart mobile device. Smart marketers will be ready for this shift in consumer behavior and will be ready with content options.

. Specific objects and/or people in a video can be

converted into clickable objects. This easily provides users with links to

information, advertisements, store listings, or points-of-purchase. For

example, see: http://www.ooyala.com/products/ivideo.

. Interactive technology offers marketers the ability

to seamlessly integrate product inside the video after the video has already

been produced (instead of traditional product placement where advertisers

must sign on to a show before production begins).

. Additional benefits include being able to update

product packaging on the fly (in the video) or integrate products that may

only be in development when the video was actually created.

“It’s vital to figure out what technologies will enable marketers to reach consumers with the most interactive and effective ad campaigns. Interactive digital advertising opens up the advertisers’ range of influence including in-page rich media, In-Stream, In-Game, HD interactive video, IPTV, interactive kiosks and mobile advertising platforms.” – California

“Interactive video offers the promise of, not only an enhanced viewing experience for the consumer, but an endless number of merchandising opportunities for advertisers and marketers. It will enable marketers to see direct conversion metrics from product placements. Most importantly though, interactive video offers a richer, more dimensional experience for audiences.” – New York


RECOMMENDATIONS

The web continues to be populated largely by younger generations,

as more than half of the adult internet population is between 18 and

44 years old. But larger percentages of older generations are online

now than in the past and they are doing more activities online,

according to the Pew Research Center's Internet & American Life

Project surveys taken from 2006-2008.

See what all of this means to online video consumption.

16.5 million adults ages 55 and older engage in social networking, according to Internet monitoring site comScore. Facebook is seeing the most growth among users age 30 and older. MySpace, with 130 million users, is enjoying a surge among the 55-plus set, who total 6.9 million users and spend an average 204 minutes a month on the site.In just one year since AARP.org unveiled its social networking platform, about 350,000 users have created 1,700 groups celebrating everything from gardening to social activism.

SENIORS, NOT SO SILENT AFTER ALL


Contrary to the image of Generation Y as the

"Net Generation," internet users in their 20s

do not dominate every aspect of online life.

Generation X is the most likely group to

bank, shop, and look for health information

online. Boomers are just as likely as

Generation Y to make travel reservations

online. And even Silent Generation internet

users are competitive when it comes to email

(although teens might point out that this is

proof that email is for old people).

74% of internet users ages 64 and older send and receive email - the most popular activity for this group.


57 72 57 49

A MATTER OF FACT

Video segments should be short (30 - 90 seconds), entertaining, unique and interactive.

Provide Millennials with multiple ways to download, share, mix and match video to their needs.

Give Millennials the ability to comment on your videos, post video responses and vote or rate on various elements of your video content.

Don’t advertise to Millennials; first entertain them and then weave in infotainment.

Be unique or don’t be: Millennials know they have lots of choices and will click away from video content that seems cliche.

Because Millennials influence home buying decisions, use this group to reach Baby Boomers and Matures.

RECOMMENDATIONS

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. Millennials (ages 14-25) are among the most rising and influential

consumer groups, and they value the newer forms of media much more than

traditional types used by “Matures” (born 1932-1946), “Boomers” (1947-1965) or

“Gen X” (1966-1982).

. Millennials are the most active of all the groups in their use

of gaming, online communities, video and social networking, and they are the

largest consumers of Internet-downloaded music.

Millennials are the driving force behind the growth and success of

online video. They expect to find short video clips on just about any topic in the

world on YouTube - including products and services offered by your brand.

ONLINE VIDEO = ENTERTAINMENT

They’re not that interested

in your corporate website

Have a huge influence on

household purchases

Find anonymous posts on

Facebook more credible

than Advertising


Fully 80% of Generation X internet users buy products

online, compared with 71% of internet users ages 18-31.

. Gen X Moms in particular seek out video to enhance their online

experience and enjoy spending time on photo upload sites where they share

photos and video clips.

. Gen X men use mobile smartphones for accessing video content -

particularly sports highlights and behind-the-scenes interviews.

. Gen X, parents of Gen We, are heavy consumers of children’s web

content subscription services which include learning videos and entertainment

Gen Xers love to shop online and will respond well to video t e s t i m o n i a l s a n d d e m o s integrated into the e-commerce experience.

Many Xers have toddlers and young children at home and are looking for video content on parenting related issues.

Xers often feel overlooked by a mass media culture that caters to Baby Boomers and their 75 million children, the Millennials. Acknowledging their generational icons and experiences will drive loyalty.

Xers make up a huge percentage of Facebook users. Feeling nostalgic, they are reconnecting with lost childhood and high school friends.

RECOMMENDATIONS

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ONLINE VIDEO = SHOPPING & KIDS

76.8% of the total U.S. internet population viewed online video in January 2009


A MATTER OF FACT

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Dispel the assumption that Boomers only surf the web reading the news and online personals: they watch more video than any other segment.

Test email campaigns that include video links: 65% say they email their friends more than call them.

Male Boomers love watching online video (41% to 28% women): create content that caters specif ical ly to their interests.

More than 60% are avid social media participants: create video that they can share in these communities.

Their preference to take polls, rate and vote on items means video should incorporate this functionality.

RECOMMENDATIONS

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Contrary to popular perception, the over-45 crowd plays a big

role in the world of web video. They are especially interested in video with themes

such as health, nutrition, cosmeceuticals, family & children, pets, education,

current events, etc.

. Get used to the idea of Boomers grabbing a large

chunk of Facebook real estate. And BTW, they’re not checking up on the kiddies

so much as they are reconnecting with high school friends.

. Boomers love to recall their youthful days backpacking

across the US and Europe. Today, many empty-nesters are heading off to see the

world again and often complain that travel and tourism related sites have too

little video content.

ONLINE VIDEO = NEWS & TRAVEL

The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors dur ing 2008 to “Member Community” Web sites globally came from the 35-49 year old age group (+11.3 million).


A MATTER OF FACT

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Silents prefer professional content over user generated content.

Include a written transcript of your video content that seniors can read while viewing; better yet, include subtitles in a large font.

Provide seniors with additional control options for adjusting the volume and video tempo.

When appropriate, cast seniors in your video content.

Don’t communicate to seniors like they are children. Our hearing and eyesight may suffer as we age, but we tend to retain our brain power and mental faculties.

AARP.org is a wealth of best practices and research on how older seniors use video and social media.

RECOMMENDATIONS

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. Compared with teens and Generation Y, older generations

use the internet less for socializing and entertainment and more as a

tool for information searches, emailing, and buying products.

. Some 13% of G.I. Generation internet

users (age 73+) reported downloading videos, up from 1% in 2005,

and another 13% of the online Silent Generation (ages 64-72) say

they download videos, up from 8% in 2005.

. Half of all seniors who go online report watching

online video. They are more selective about their choice of online

video content - which explains why they may appear ‘not interested.’

ONLINE VIDEO = GRANDKIDS & HEALTH

A select group of consumers who are canceling or downgrading their pay TV subscriptions in favor of online video. Some analysts believe seniors are leading the charge due to the high cost of cable.

Bobby Tulsiani, senior analyst at Forrester Research in Cambridge, Mass., said pay TV providers and cable programmers need to do more to prepare for the growth of on-line video.


CORD-CUTTERS

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Facebook says its fastest-

growing demo is 55-plus.

for seniors 65 and older, broadband

access has more than tripled.

Videasa is a digital video content agency that produces and

distributes viral videos, webisodes, mini documentaries and

infotainment for both blockbuster brands and savvy start-ups

looking to cut costs and increase revenue. By bringing together

viral marketers, studio professionals and experienced web

content producers, Videasa is able to offer marketers a

highly efficient set of resources and services for today’s evolving

media landscape. With expertise and focus that falls outside of

the competency of the traditional digital agency, Videasa is able

to offer businesses targeted video content solutions

by harnessing the power of user generated video content to

create brand value and gather consumer insights.

Delphine Amato

Communications Director

Office: 888-883-1301, ext. 710

Mobile: (516) 472-8857

[email protected]

tm




Videasa is a digital video content agency that produces and

distributes viral videos, webisodes, mini documentaries and

infotainment for both blockbuster brands and savvy start-ups

looking to cut costs and increase revenue.

By bringing together viral marketers, studio professionals and

experienced web content producers, Videasa is able to offer

marketers a highly efficient set of resources and services for

today’s evolving media landscape.

NEW YORK, NY LOS ANGELES, CA VIDEASA SALES VIDEASA STUDIO

1318 Madison Avenue New York, NY 10128

888-883-1301

350 Wilshire Blvd. Beverly Hills, CA 90211

323-908-2317

Terry Mullin [email protected]

888-883-1301 X701

Sue [email protected]

212-600-0743

tm


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