Latest Silverlinemedia.tv VideosSell your shares now in paper makers – game is over – the apple Ipad is here – watch the video http://bit.ly/9W47wu , nice touch with the cure music
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Well done to the team we’ve reached 20 clients for our new New Zealand performance marketing service www.eboost.co.nz good start to 2010
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Launched our new online video production offerings and video marketing solutions at http://ping.fm/METQY
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Check out NZBusiness Magazine where we share our view on online trends and success for retailers.
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Great feedback from our online trends presentation at nz cinema conference with www.bookmyshow.co.nz
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Rolling out internet TV players for our clients – learn more http://ping.fm/iHtAG
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Despite a tough year all round for the advertising industry, local online advertising in 2009 continues to grow in the USA to US$14.9bn, according to Borrell. Driven by search, local directories and video advertising local business has been and continues to plan to pull spend from traditional channels such as newspapers, cable, and radio into online.
This dramatic spend shift, has certainly been a major component of the closure of 1 in 2 newspapers in the USA over the last 12 months, as advertisers realise they can deliver results (enquiries, sales and branding) at a fraction of the cost online, vs. the tradtional media channels they have been using.
For local business these kind of statistics should be re-enforcing marketing planning into online media. Viewing the detail shows the key areas of growth are search (effectively Google in New Zealand), directories – increasingly new local offers (see NZS.com and Hotfrog.co.nz here) and vertical directories (good local examples menumania.co.nz for restaurants and equinetrader.co.nz for the horse market).
Online Video is clearly identified as a growth driver through businesses advertising with video online and ensuring their listings in directories and in search engines are re-enforced with video to both stand out and increase conversions.
Unsuprising that search, directories and video are fundamentally changing local advertising behaviour. The old channels did work, they were just expensive and media companies ran obsene proft margins for these, well done to them. They have not adapted fast enough and now small businesses can reach their market more effectively, efficiently and affordably.
If you are small business that is not or is considering changing your marketing mix, drop us a line, we’ll add some distinct value to ensure you get more bang for your hard-earner buck.
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Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC) released the US IAB Internet Advertising Revenue Report for the first half of 2009 on 5th October. U.S. Internet advertising revenues were at $10.9 billion in that six month period.
The important metric is the report that digital video continues to experience robust growth with a 38% increase from the first half of 2008. This is a dramatic rise given the recessionary pressures on traditional media spend to some extent parts of the online advertising sector.
The report reveals an audited video spend of US$477m in the first six months of 2010. With economic conditions easing, the Christmas reatail period ahead, and further embracement of video by advertisers compounded by more online options we can see online video advertising spend hitting $1bn in the USA for 2010.
Here in New Zealand our local IAB is considering breaking out further detail of spend so we can also see which formats are rising faster. In 2Qr the NZ IAB / PWC reported one of the highest ever spends – $52.49m. The Moving Annual Total is now at an all time high of $199.8m. In New Zealand online advertising spend is ahead of outdoor and cinema and is likely this year to overtake magazine advertising spend.
Locally we are seeing a signifcant rise in online video marketing with numerous adverisers and publishers embracing online video advertising, video content and many our using services such as Silverlinemedia.tv to power small business video and classified video content.
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We are often asked at Silverlinemedia.tv, what makes an engaging video. Many of our clients initially want a ‘funny video’ or a ‘viral video’. There certainly have been some terrific ‘funny online videos’ but the key questions we work through with our customers at the start of a brief include :
Most importantly to the question ‘does the video have to be funny?’. My personal view is funny videos / viral videos are the exception, terrific when they come off, which is rare, but in most cases are risky ground for brands and business.
More interestingly is to review factual data on what actually makes video engaging.
Encouragingly the recent Emarketer/Nielsen survey re-enforced our thinking that interest and purchase desire is driven by video that is informative and emotionally pulling. For our customers their video can hit these drivers.
Reviewing the table above, you will see that the segment that reacts best to informative video is the under 20 age group. Another blow to those media commentators pedlling the story that the youth of today are dumbing down, though apparently this has been a view through-out the history of man-kind. Unders 20s react well to all styles of video but over half are engaged by information and educational content.
As we approach our 2000th video at Silverlinemedia.tv results from our customers prove that good informative and passionate website video improves conversions and through online video distribution and marketing is attracting quality customers at a fraction of other marketing channels. We had a client today, Sportaloosa.com, which after one day has received enough response to pay for the video four times over. A really informative video about the Spotted Horse Breed. Fascinating.
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