Jellyfish Agency video POV


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Jellyfish Agency video POV

  1. 1. Jellyfish POVVideo in focus28 | 10 | 2011© Jellyfish Online Marketing Ltd 2011
  2. 2. Jellyfish POVVideo in focusFor years Google has been promoting the use of online videocontent to add to the user experience, perhaps unsurprisinglyafter their investment in YouTube.However, with evidence as to the tangible benefits of aligning yourvideo content with the user journey and subsequently achievingyour business goals, it is fast becoming the area of focus for onlinemarketers.Jellyfish is a strong advocate of utilising video content andrecognises the need for optimising video content and consequentlythe user journey.Google provide the basic recommendations on best practice foryour online video:• Ensuring that the video is well produced and adds to the customer journey• The information in the video should be concise and to the point• Video should not auto-play and the information provided should not be solely provided in the video in case people dont play it• Make sure the controls for the video are also easy to find, i.e. play, stop and pauseGoogle refine the integration of PPC & VideoIt‟s pretty undeniable that a presence on YouTube and havingstrong video content is becoming a more and more important partof a company‟s online presence. Video is engaging and informativeand is still an ever-growing vehicle to reach customers.Google has always been aware of the growth of video and the role itwill play in the future of internet marketing; after all YouTube hasbecome the 3rd largest site on the web, and the 2nd most popularsearch engine.Google‟s next focus, integrating YouTube advertising even furtherPAGE 2
  3. 3. Jellyfish POVVideo in focusinto its AdWords platform, comes as a surprise to very few. This willalso be a welcome change for anyone who has struggled to makesense of the numerous options currently available.YouTube Video Ads: TrueViewYouTube is a Google Display Network placement as well as a searchengine within its own right, so the targeting for ads has been seenas a bit confusing for many amateur advertisers.Google have subsequently made setting up ads easier, as well asrolling out some interesting new ad types. You can now link aYouTube account with an AdWords account, similarly to howAnalytics is linked.Previously, any advertiser could create an ad for any YouTube video,this new link with adwords opens up a world of possibilities forgreater control over video ads.The Promoted Videos ad type has been replaced, in name if nothingelse, by TrueView In-Search ads. These are displayed alongsideYouTube search results and can be triggered by keywords just likethe search network and also from certain Google Display Targetingoptions such as interest targeting.TrueView in-stream ads appear at the beginning or the middle ofexisting videos; and TrueView in-slate appear along with otherpromoted videos before longer videos. TrueView in-display arevideo ads which appear on Google‟s Display Network, similar to theolder click-to-play format.The TrueView branding reflects the fact that advertisers only payonce the video begins to play, so as not to pay for clicks that neverresult in a video view. Generous it may seem, but a necessity inreality if advertisers are to embrace paying for traffic going toslower-loading pages, especially when they have little or no controlover loading times.PAGE 3
  4. 4. Jellyfish POVVideo in focusJellyfish are always keen review the benefits of Google‟s variousBeta roll-outs, and as an agency we have a wealth of experience ofbeing early adopters of these initiatives – and seen how they oftencontribute to increased ROI for those campaigns.Anything that makes such a growing area of online advertisingeasier is welcomed, especially when powerful targeting optionssuch as demographics can be brought into the mix. The challengethat remains is how to turn a video view into profit. Video isundoubtedly engaging and in demand by users, but video contentmay still be seen as an enigma for some advertisers who arenervous to move away from the traditional last-click winsconversion model and embrace the concept of a path toconversion.At Jellyfish we understand that a full online presence is the key tosuccess for any online marketer and that video forms an integralpart of this.Recent innovations from Google such as the multi-channel funnelsfunctionality in Google Analytics help with tracking the path toconversion and we can now analyse the effect video has in thecustomer buying process.An advertiser who believes that only the last click offers aworthwhile contribution to the creation of a sale will miss out; bothin the short term and longer term as the growth of their brand isinhibited.Video increasing your natural search resultsWhen Google first appeared on the scene, its ability to index moredata, combined with its relatively unique focus on user experiencedifferentiated it from the competition. Google could see moreinformation and balanced this raw keyword-related data withinformation about how popular it was.At that time, internet bandwidth was still at a premium, YouTubeand their competitors did not exist, and the only thing searchPAGE 4
  5. 5. Jellyfish POVVideo in focusengines could see in terms of a videos relevance were the wordsused on-site and off-site to describe it.As indexing technology improved, indexing robots were able toread all of the words, and we are now seeing a similar phase ofdevelopment with the indexing of videos in the recent past.Googles ability to see the inherent relevance of any given videocan only have been helped by their ongoing copyright struggles inYouTube. It is not the only imperative behind improvements tovideo indexing but its a strong one, backed by moneyed interests,and it is easy to see how this challenge in particular has been drivingimprovements.If for example, you use copyright-protected music on your video,then YouTube can hear it and will issue and automated warning. Ifyou use copyright-protected footage, YouTube can see it, butdoes not at this stage recognise it when you flip the imagehorizontally as many malefactors do.Rather than look at the current limitations of search engines, wecan see the ideals that they are aspiring to, and a window into thepotential future rewards of following them on the journey.As mentioned in a previous „Panda POV document there are twoimportant aspects; one obvious and one only a theory at this stage:1. Google has been penalising websites that use text that*approximates* relevance; if the content is just a wash of keywordsand/or does not visibly excite users, then the relevant page/site isrobbed of visibility.2. Recent statistics published by Search Engine Watch suggest thatthe Panda update favours video content: are only indicative, but in keeping with the notion thatGoogle is increasingly confident in its ability to determine thePAGE 5
  6. 6. Jellyfish POVVideo in focusrelevance of video content, and therefore more likely to reward itaccordingly.That said these rewards are designed for material that is visiblyrelevant. Throwing a video together in an effort to appear relevantis as likely to be effective as throwing text together to appearrelevant.“Google video relevance Panda SEO word word word (surfingbird!)” for example, is a meaningless string of words and Google isincreasingly able to detect this kind of nonsense in text, and is mostlikely able to take a more sophisticated view of video than many ofus suspect.Google seeks to determine the actual relevance of material, and italways has. This being the case, you should seek to use video as acommunications device, and approach the problem by first askinghow video can be used to enrich the customer experience.Improved conversion through onsite videoEconsultancy, a client and educational partner of Jellyfish, hasstudied the impact on conversion of implementing onsite video. article looks at the use of 360 product images and videos,across seven online stores and their effectiveness.It offers interesting insight into how video and productphotography has improved conversion rates, examples include:• Using video demos of items on product pages increased sales by between 6% and 30%• The conversion rate for shoppers viewing video on product pages increased by 400%, while return rates dropped from 12% to 9%• improved the conversion rate by 44% for Product pages containing videosPAGE 6
  7. 7. Jellyfish POVVideo in focusIn this article technical ski clothing was demonstrated in-videousing advisors to highlight product features, akin to the type ofexpert advice you might expect „in store‟. Adapting the style ofvideo content to suit the product is as important as adapting it tosuit the site.High street metrics such as return rates are as applicable to theonline arena, and for these online stores they are now closer to thatof a normal high street retailer than of other e-commerce sites.Whilst impressive, these results require investment in staff andtechnology, and can represent a large up-front financialcommitment for any business. When in-house resources are notavailable, specialist agencies such as Jellyfish offer an alternative,cost effective route to adding high performing video content tosites.Jellyfish Creative Director, Mark Deeprose comments: “Qualityvideo content not only helps the consumer engage with productsand services but can also communicate complex offerings. Jellyfishhelp our clients to develop effective video content, which aidsconversion at the various points in the digital usePAGE 7