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Video marketing PDF (1)

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Transcript

  • 1. Online Advertising Video Marketing Presented By: Brandon Tisci Antara Mandal
  • 2. History • 2004: Beginning of video media • 2005: First video is uploaded to YouTube o Apple Releases first video iPod • 2006: Google buys YouTube $1.65 billion • 2007: Upstream & Livestream videos debut • Fast Forward to 2012: o More than 184 million U.S. internet users watch 36.9 billion online content videos in 2012 o Half of U.S. internet users have watched product videos o Internet video is now 40% of online traffic, reach 62% by 2015 o Videos shared 1,200% more than plain text
  • 3. Sociocultural Factors • Mobile • Impulse Buying o Geofencing • Visual Stimuli o Drive Engagement o Increase Shareability o Info Stands out o Visuals Processed Quickly o Create Reactions
  • 4. Case Study: Old Spice • Current Campaign: “Mom Song” o Popular Campaign: Manhood • YouTube: Old Spice “Captain Quarters” Channel o 406,000 Subscribers o 252,000,000+ Video Views • Vine: Joined March 13, 2013 o 15 posts o 12,000+ followers • Instagram: o 159 posts o 21,000+ followers • Facebook o 2,000,000+ likes
  • 5. Old Spice: How to Build On Success • Partner with corporations o Twitter: Twitter Amplify • Consumers encouraged to post personal videos to Vine and Instagram pages o Engage with consumer o Develop stronger relationship
  • 6. Case Study: Oreo • “Daily Twist”: Social Media campaign created buzz for 100th birthday • YouTube: Oreo Cookie Channel o 44,488 Subscribers o 34,701,294 Video Views • Vine: Joined April 4, 2013 o 42 posts o 15,750 followers • Instagram: o 368 posts o 142,000 followers • Facebook o 35,894,719 likes
  • 7. Oreo: How to build on success • Encourage Viners and Instagrammers to post personal Oreo videos • Create conversation with consumers o Have voting poll on next video • Hold Contest Video Contest o Users generated videos o Winner is posted
  • 8. Applicable in Other Industries • Oreo: o Retail industries: Kohl’s, Target o Create videos on how to use products • Old Spice: o Razor industry should mimic Old Spice viral videos: Gillette, Schick, Dollar Shave Club o Create emotion: Shock, Humor, Awe
  • 9. It’s here for good - Videos make the most impact on consumers - Shorter videos are more likely to be viewed and reposted - Will be prevalent in manufacturing, real estate, and technology industries - Smartphone growth playing a major factor
  • 10. How to be Successful • Twitter Amplify • Digital Billboards with Vine Videos • Have one brand voice/message across multiple media outlets o Brand Recall
  • 11. QUESTIONS?