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Online Video Trends for
        Digital Marketing and
          Communications

By: Mercury Multimedia
www.mercury-inc.com
Hosted By:
Christine McCarty
 www.twitter.com/clmccarty

 http://www.linkedin.com/in/
       christinemccarty

 christine@...
Hosted By:
 Justin Clerc

http://www.linkedin.com/in/
        justinclerc

 justin@mercury-inc.com
If you have a question feel free to ask via Twitter. Use the
hash tag #mercweb and we will be happy to answer your
       ...
Why Online Video?
          • Brand Engagement
          • Reach
          • Reputation Management
Brand Engagement
•   93% of people online
    expect to see some type
    of video when checking
    out a web site.

•   ...
Reach & Rankings
•   With YouTube accounting for 99% of its video views, Google raked in more than 10 billion
    video vi...
Reputation Management
•   Monitoring and managing your
    reputation online 24/7 is
    essential.

•   Not paying attent...
Video = The Customer
     Connection
                   Your
  You
                   Story
         Video


          You...
- Industry Snapshot -
                  Retail
•   One company – Shoeline.com – added
    100 videos that show how a shoe ...
- Industry Snapshot -
                  Retail
•   The number of online shoppers who watch retail
    videos grew 40% in a...
- Industry Snapshot -
                 Healthcare
•   In the past 12 months, 100
    million Americans looked for
    heal...
- Industry Snapshot -
                  Healthcare
•   In August 2009, the VIEW main index for the
    Top 20 Healthcare W...
Your Company Wants A




     Now What?
• Brand Channel
            • Webisodes
            • Brand Video
            • Viral Video

Online Video Campaigns
More than
    1
MILLION
 channel
  views


            Brand Channel
            www.youtube.com/nikefootball
Brand Channel
  www.lungtube.tv
Video
     =
 Emotional
Engagement
Ability to search
relevant cancer stories
that relate to you
Ability to created
own video story or
edit existing content
a...
Video
  Stories
   from
 Around
the World




     www.ge.com/innovation/archive.html
•   Episodes and live cams comprise a
    great video library and reason for
    people to visit, enjoy and come
    back ...
Brand Channel Benefits
•   Attract and retain viewers

•   Hold customer attention




            Webisodes
Webisodes
www.cisco.com/go/realm
Short web
  episodes

 Contains a
  plot line

Ranging from
4-16 minutes
  in length
Webisodes
www.pampers.com
No product
placement in
   videos
User generated
  comment
   section
Prominent on
   web site
  homepage
Brand Video
•   A Diffusion Group study projects
    that by 2013, long-form video
    will represent almost 70% of
    on...
EA Battlefield
•   EA Battlefield is a multi-player
    video game that uses video
    demos, trailers and episodes

•   Kee...
•   While only about 50% of the top
    20 marketing and advertising
    companies use video on their
    web sites, McGow...
More than
10 MILLION
  YouTube
   views




                Viral Video
             www.youtube.com/EvianBabies
NOTHING
  So why is it funny?
Who doesn’t love a cute, cuddly baby??
What Do You Do With
     Your Video



     Last but not least...
WEBSITE
Multimedia Release
•   A 2009 Online
    Newsroom Survey
    reveals that the desire
    for video by media has
    increa...
Measurement
 •   Video SEO

 •   Google Analytics

 •   Nielsen

 •   YouTube
November Webinar

•   You can go to the link on screen
    to register for our next
    webinar“Whose Line is it,
    Anyw...
Hosted By:
Christine McCarty & Justin Clerc
 www.twitter.com/clmccarty     http://www.linkedin.com/
                      ...
Online Video Trends for
        Digital Marketing and
          Communications

By: Mercury Multimedia
www.mercury-inc.com
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Transcript of "Online Video Trends For Digital Marketing And Communications"

  1. 1. Online Video Trends for Digital Marketing and Communications By: Mercury Multimedia www.mercury-inc.com
  2. 2. Hosted By: Christine McCarty www.twitter.com/clmccarty http://www.linkedin.com/in/ christinemccarty christine@mercury-inc.com
  3. 3. Hosted By: Justin Clerc http://www.linkedin.com/in/ justinclerc justin@mercury-inc.com
  4. 4. If you have a question feel free to ask via Twitter. Use the hash tag #mercweb and we will be happy to answer your questions at the end of the webinar.
  5. 5. Why Online Video? • Brand Engagement • Reach • Reputation Management
  6. 6. Brand Engagement • 93% of people online expect to see some type of video when checking out a web site. • Emotional ads are the most effective ad
  7. 7. Reach & Rankings • With YouTube accounting for 99% of its video views, Google raked in more than 10 billion video views in August — an increase of more than a billion views in just one month. • 158 million U.S. Internet users -- or 80% of the nation's online population -- watched online video in July 2009. A total of 21.4 billion videos were viewed during the month. • The duration of the average online video was 3.7 minutes, while the average online video viewer watched about 500 minutes of video, or 8.3 hours • Videos are 50 times more likely to rank on the first page of Google. U.S. video views have surpassed searches—there were 12.7 billion video views in November 2008 and 12.3 billion searches.
  8. 8. Reputation Management • Monitoring and managing your reputation online 24/7 is essential. • Not paying attention to what’s going on with your brand, especially with online video, can give you more than just bad PR; in some cases, it can also cause huge financial losses. • For example, “United Breaks Guitars” YouTube video.
  9. 9. Video = The Customer Connection Your You Story Video Your Customer
  10. 10. - Industry Snapshot - Retail • One company – Shoeline.com – added 100 videos that show how a shoe looks on a model’s foot and boosted conversion rates on those products by 40%. • Another company PetsUnited has over 1,200 videos across three web sites. CEO Alex Tabibi claims that product videos improve the sale of a product about 50%. They plan to add 100 videos a month on their web sites including dog.com
  11. 11. - Industry Snapshot - Retail • The number of online shoppers who watch retail videos grew 40% in a year. • To respond to this growing demand, retailers’ top priority is adding video to their web site.
  12. 12. - Industry Snapshot - Healthcare • In the past 12 months, 100 million Americans looked for healthcare information online. • Companies engaged in social media channels on average grew company revenues by 18% over the last 12 months, while the least engaged companies saw revenues sink 6% on average over the same time period.
  13. 13. - Industry Snapshot - Healthcare • In August 2009, the VIEW main index for the Top 20 Healthcare Web Sites was 30-80-20, which indicates that 30% of the companies had video on their home page, 80% had video on their site, and 20% didn't use any video on their Web site. • Video uses: 70% of the surveyed Healthcare web sites use video for promotional purposes, 25% use it for informational purposes 15% use it for demonstrative purposes, 5% use it for entertainment purposes.
  14. 14. Your Company Wants A Now What?
  15. 15. • Brand Channel • Webisodes • Brand Video • Viral Video Online Video Campaigns
  16. 16. More than 1 MILLION channel views Brand Channel www.youtube.com/nikefootball
  17. 17. Brand Channel www.lungtube.tv
  18. 18. Video = Emotional Engagement
  19. 19. Ability to search relevant cancer stories that relate to you Ability to created own video story or edit existing content and send to friends Ability to join the cause and donate on the spot
  20. 20. Video Stories from Around the World www.ge.com/innovation/archive.html
  21. 21. • Episodes and live cams comprise a great video library and reason for people to visit, enjoy and come back to the San Diego Zoo web site. • With a content management system on the back end, the Zoo can easily create, manage and customize video as well as allow fans to easily share content. Brand Channel http://www.sandiegozoo.org/videos/
  22. 22. Brand Channel Benefits
  23. 23. • Attract and retain viewers • Hold customer attention Webisodes
  24. 24. Webisodes www.cisco.com/go/realm
  25. 25. Short web episodes Contains a plot line Ranging from 4-16 minutes in length
  26. 26. Webisodes www.pampers.com
  27. 27. No product placement in videos User generated comment section Prominent on web site homepage
  28. 28. Brand Video • A Diffusion Group study projects that by 2013, long-form video will represent almost 70% of online-video ad revenue, up from just over 40% today.
  29. 29. EA Battlefield • EA Battlefield is a multi-player video game that uses video demos, trailers and episodes • Keeps fans updated and attracts new players. Brand Video http://blogs.battlefield.ea.com
  30. 30. • While only about 50% of the top 20 marketing and advertising companies use video on their web sites, McGowan Crain decided it was time to use video as a launching pad for their site. • An insurance company wanted to use video for a direct mail DVD piece and online. With one finished video, they scored $1 million in business from the direct mail DVD and it is the most watched asset on their web site. Not bad for a $20,000 investment in a branding video. Brand Video
  31. 31. More than 10 MILLION YouTube views Viral Video www.youtube.com/EvianBabies
  32. 32. NOTHING So why is it funny?
  33. 33. Who doesn’t love a cute, cuddly baby??
  34. 34. What Do You Do With Your Video Last but not least...
  35. 35. WEBSITE
  36. 36. Multimedia Release • A 2009 Online Newsroom Survey reveals that the desire for video by media has increased substantially over the previous year, with more than 80 percent of journalists now wanting to see video files.
  37. 37. Measurement • Video SEO • Google Analytics • Nielsen • YouTube
  38. 38. November Webinar • You can go to the link on screen to register for our next webinar“Whose Line is it, Anyway – Marketing or HR?” • https://www2.gotomeeting.com/ register/685699011
  39. 39. Hosted By: Christine McCarty & Justin Clerc www.twitter.com/clmccarty http://www.linkedin.com/ in/justinclerc http://www.linkedin.com/in/ christinemccarty justin@mercury-inc.com christine@mercury-inc.com
  40. 40. Online Video Trends for Digital Marketing and Communications By: Mercury Multimedia www.mercury-inc.com
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