Video delivers for websites say US marketers

December 30, 2008 by silverlinetv Leave a Comment

marketingsherpalogoA new study conducted in November from Marketing Sherpa reports that from a sample of over 1,000 US marketers 56% were happy with the results of the video they have run on their website. Interestingly those that were not believe it was how they executed the video, and still believed that the results were there given the right implementation.

This is another encouraging survey reporting video is delivering for websites, particularly given the sample size. A cynic may suggest that marketers would be happy given they probably made the decision, however Marketing Sherpa has good survey track record and the volume of positive attitude is undeniable. The question that is more interesting is to those marketers that have not tested video is why not?
marketingsherpa1

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The video revolution is a top priority for marketeers in 2009

December 23, 2008 by silverlinetv Leave a Comment

permissiontv

Advertising, marketing and media executives will increasingly migrate from a planning and experimentation phase to significantly increase implementation of their online video initiatives in 2009, a recent survey of more than 400 senior-level decision makers, has revealed.

 

The survey, conducted by PermissionTV, identified online video as the top priority for digital marketing budgets, and also demonstrated a strong preference among marketers for increased sophistication and interactivity in online video capabilities to help promote their brands.

“As corporate and brand marketers look to evaluate and improve the effectiveness of digital marketing initiatives, online video will play an increasingly critical role in all interactive campaigns,” said Matt Kaplan, VP of Solutions and Chief Strategy Officer of PermissionTV. “These survey results demonstrate the strategic importance of online video in the overall marketing mix, as well a growing requirement for more sophisticated video experiences.”

This is an encouraging survey, reflecting the take-up seen in the small medium business world to online video being part of the website communications and marketing mix. Not only the volume of expected take-up but the creativity that appears to be coming through. We think we’ll see brands and businesses deliver incredibly creative video that will make consumers and the market revalute their position, plus also wake-up traditional TV advertisers and their agencies. This is a revolution and its coming to you.

Key Findings

  • More than two-thirds of respondents (67 percent) identified online video as a primary focus of their 2009 digital marketing campaigns, versus social media campaigns (41 percent), search (34 percent) and podcasts/webcasts (32 percent).
  • In Q2 of 2009, more than half (52 percent) of respondents expect to be implementing or extending an online video project, whereas currently less than one-third (32 percent) are doing so.
  • Nearly 60 percent of respondents consider interactive video experiences to be the next evolution for online video. Also, 62 percent believe that non-linear, interactive storytelling will become the most effective medium for marketers. o Links to other videos is the most widely needed interactive capabilities for respondents, followed by graphic overlays, user comments and user-defined contents paths.
  • Respondents expect their 2009 digital marketing efforts (33 percent) to be least affected by budget cuts, followed by traditional marketing (24 percent), tradeshows (21 percent) and guerilla marketing (14 percent).
  • A majority of respondents (63 percent) are most likely to invest in a branded content/video destination next year. o Viral video (39 percent) and interactive experiences (38 percent) follow as the second and third priority, while only 22 percent plan to invest in simple syndication.
  • When asked how online video will enhance customer engagement, a vast majority (71 percent) stated it would help build brand awareness.
  • Driving lead generation was the second largest objective (47 percent), followed by enhancing loyalty/retention programs (44 percent) and converting customers (41 percent).

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Major publishers focus investment in online video

December 22, 2008 by silverlinetv Leave a Comment

mplogo

 Reports today that major media companies are ramping up their video operations as pressure comes on digital advertising growth, let alone intense pressure on their traditional channels. The driving principle is the premium rates that video ads command.  Publishers such as Forbes, Conde Nast, The New York Times and The Street.com relaunched their video platforms this fall with plans for further growth in 2009. 

Video works hence the higher CPM’s being chased by the majors.  With our customer base the video investment is producing high ROI on sales/lead conversions and brand cut-through.  That is why big publishers, with terrific engaging content can insert targeted and compelling video into their pages and deliver for advertisers. For our target audience, small business, this is further great news that more video placements will appear on great content sites enabling small business advertisers, the opportunity to target and deliver their message and compete with the big boys.

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Local Online Video Advertising is a Game Changer

December 22, 2008 by silverlinetv Leave a Comment

kelsey-group The Kelsey Group ( www.kelseygroup.com) has identified more than two-dozen key trends and industry developments to watch in 2009 in interactive local media, global Yellow Pages, and vertical directories and classifieds.
SMB Video Ads are moving faster than expected. Kelsey Group analysts are beginning to see data that suggest the firm’s aggressive video ad forecasts might have been too low. At Interactive Local Media 2008, for example, Gordon Henry, Spotzer’s president of North and South America, suggested that within a few years half of SMBs that have Web sites will have a video advertisement. That’s approximately 3 million small-business ads in the next few years in the United States alone. What to watch for in 2009: Even faster adoption than The Kelsey Group’s forecast of a 163 percent compound annual growth rate (CAGR).
The Kelsey Group have a strong track record in forecasting local media advertising trends. This US trend is being mirrored world wide. Locally in New Zealand silverlinemedia.tv has produced its 1,000 online video fro SMBs since our inception in July 2008. 2009 is looking to be a terrific year for the online video medium in both take-up and the product offer.

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Online advertising rules for US SMBs

December 22, 2008 by silverlinetv 2 Comments

ad0ologyThe Ad-ology Small Business Marketing Outlook survey,  found that small business is cautiously optimistic going into 2009 despite recessionary data and conversation.  SMBs are clearly getting smarter in where and how they advertise.

When broken down by media type, over half of small business advertisers plan to spend the same or more on the following: Online advertising (69 percent), Yellow Pages (54 percent), newspapers (51 percent), and direct mail (51 percent).

More than half of respondents plan to spend the same or more time and money on their Web sites and email marketing in 2009.  Within the online mix, 23% are already using online video and 17% are podcasting and 18% are using mobile.  

SMBs in the US, like here in New Zealand, are adopting faster, online and new techniques and channels within the broad online definiation, than many ‘major’ brands and advertisers. These stats suggest 23% are using video right now on their websites, that is effectively one in four. Here in New Zealand we are running nearer one in eight. In both cases this exceeds the use of video online by major brands.

SMBs run and own their business. Every dollar out is measured closely, there is no corporate waste or decision layers. Time and time again we have seen SMBs (SMEs) run with ideas and make them work – classifieds, directories, email and now video, mobile and podcasts.  It is this embracement that will help create leading companies and the green shoots of economic recovery. Encouraging research.

The Small Business Marketing Survey was conducted in October 2008 by Ad-ology Research to study the attitudes of small business owners.

Ad-ology Research analyses key marketing and advertising trends in over 370 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc., a Westerville, Ohio firm.  View more at www.ad-ology.net

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Video ads twice as powerful

December 1, 2008 by silverlinetv Leave a Comment

iab-canada-nav_logoThe Interactive Advertising Bureau of Canada reports that video has proven to be an incredibly hard-working online ad format for Advertisers. Recent research compiled from almost 200 Video campaigns already in Dynamic Logic’s Market Norms database, indicates that Video ads are twice as powerful as all other Online ad formats in drawing consumers attention to the ads themselves; and almost 40 percent more effective in driving brand message association.

IAB Canada encourages advertisers of all types who have been considering getting into either in-stream, rich media or over-the-page Audio and Video advertising, to take immediate action on these new pilot project rates, in order to benefit from Video ad effectiveness in 2009 and beyond.”

Further compelling evidence that using a display (banner) ad space and using compelling video within gains attention and drives a brand message. The message is simple for adverisers (agency or SME) good video ads work far better than other formats.

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