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How to Create Affordable Videos and Drive Revenue


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New technology and improved processes have brought the cost and complexity of video marketing so it is now accessible to organizations of all sizes.

This presentation is packed with helpful tips, examples, and statistics that show how video marketing can help improve all your marketing efforts: SEO, email, and social media.

Published in: Business, Technology
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How to Create Affordable Videos and Drive Revenue

  1. 1. How to Create Affordable Videos and Drive Revenue Sponsored by: © Tubifi 2012
  2. 2. Ian Brower • Chief Creative Officer and Co-Founder of Tubifi • Former Executive Creative Director of Ogilvy and Mather • He has over 30 years of experience in advertising• He has worked on many global accounts including: – BMW, Kraft International, Swatch, Barclays Bank, Perrier, Vodafone, Cadbury, Ford• His work has been celebrated with awards including: – Clios, Sharks, Loeries, recognition at the New York and Cannes festivals © Tubifi 2012
  3. 3. Micha Barnum • VP of Sales & Business Development at Tubifi • Micha‟s focus has been on innovative solutions in the digital media space • He has over 15 years experience in the media, technology, and finance industries• At Avid he initiated the first ever integration between a video editing toolset and leading stock footage providers to drive down costs and unleash creative possibility• He has led various innovative solutions for the media creation space in collaboration with leading industry technology partners and the MIT Media Lab• Micha holds an MBA from MIT Sloan School of Management and a B.S. in Finance © Tubifi 2012
  4. 4. Outline of Webinar • Do you really need video? • How to make video affordable • How to make high impact video • How best to use your video and how to measure its impact © Tubifi 2012
  5. 5. Video Example• Please click the link to watch this video (will open in a new window/tab) © Tubifi 2012
  6. 6. Do You Need Video?6 © Tubifi 2011
  7. 7. The Video “Perfect Storm” Rapid growth of mobile devices, smartphones, and tablets+ Broadband, 3G networks - streaming content+ Social networks= Pervasive use of video, power of viral video sharing Old Media New Media TV stations Magazines Attention Shift Newspapers Radio “Video is voice” to reach internet and mobile audiences7 © Tubifi 2012
  8. 8. Video - The New Ticket to Play Video increases engagement across key internet marketing channels8 © Tubifi 2012
  9. 9. Search Engine Optimization (SEO)• „Video increases the chance of a front-page Google result by 53x‟ Nate Elliott, VP and Principal Analyst, Forrester Research• “Video results appear in about 70% of the top 100 listings” Marketingweek, 2011• “If your competition has a video and you don‟t, the competition wins. So I think we‟re going to see video on almost every site that at least wants to rank.” Bruce Clay, SEO guru/consultant, CEO, Bruce Clay, Inc. Video is an essential part of any SEO Strategy9 © Tubifi 2012
  10. 10. Website • “Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.” Comscore • “59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. • 80% of executives are watching more online video today than they were a year ago.” Forbes Insight Video improves website engagement10 © Tubifi 2012
  11. 11. Email Marketing 200-300% • “Video increased email click-through increase in rates 200-300%.“ click-throughs Forrester Research • “Video in an introductory email campaign led to a 75% reduction in subscriber opt-outs.” Eloqua • "The number of marketers planning to use video in email campaigns has increased 5x [in the past year].“ 75% decrease Implix 2010 Email Marketing Trends in opt-outs Survey Video improves email marketing effectiveness11 © Tubifi 2012
  12. 12. Social Marketing • “Viral Marketing” coined by Professor Jeffrey F. Rayport at Harvard Business School • “Marketing campaigns that use existing social networks to create brand awareness” – 400 tweets/minute with YouTube links – 200B videos viewed online per month – “Charlie Bit My Finger” 282 million views “Video is easily shareable, a critical element in viral marketing”12 © Tubifi 2012
  13. 13. How Does Video Impact your Funnel? Marketing Campaigns Gets attention, SEO Awareness Engaging, generates interest Interest Easy to learn product benefits Evaluation Increases likelihood to try Commitment Easier to recommend, Facebook Referral Builds your brand Repeat Video aids each step in the conversion from13 prospect to customer © Tubifi 2012
  14. 14. How “Good” Should Your Video Be? • How valuable is your brand? – We are all “video experts” Anyone flipping through the channels can instantly detect poor quality video – „Customers viewing high quality video perceive companies and products as more credible, trustworthy, and enduring‟ (various studies) • How important is ROI to you? – High quality video reduces bounces and turns clicks into conversions – “If your advertising goes unnoticed, everything else is academic.” Bill Bernbach, Co-founder, Doyle, Dane, Bernbach • What is “good” ? – Elevates brand – Resonates with target market – Effective, has impact Good video gets great results14 © Tubifi 2012
  15. 15. What to Avoid! • “Cheesy Video Awards” – Engage, don‟t enrage! “Clipart” video – Glorified Powerpoint Animated photo montages • Low quality video Shaky, grainy, bad lighting, bad acting Dry videographer segments Long videos – (aim for :30 to 1:00) 2:07! Elevate your brand, high-impact video is now affordable!15 © Tubifi 2012
  16. 16. How to Create High Impact, Affordable Video16 © Tubifi 2011
  17. 17. Video Example • Please click the link to watch this video (will open in a new window/tab) © Tubifi 2012
  18. 18. Produce Affordable Video• It all starts with lowering your investment in production• People no longer watch the same things at the same time• Per second, advertising is more expensive that any major movie• Online media costs are way lower than broadcast• By 2012 online video will be a $40 Billion market © Tubifi 2012 +1 (888) 988 – 2434
  19. 19. Produce Affordable Video Production costs Quality has to have to come stay up down © Tubifi 2012
  20. 20. Stock Footage• Examples of leading content vendors that we partner with – Access to millions of clips unleashes creativity at low cost – HD quality footage at 90-95% lower cost © Tubifi 2012
  21. 21. Video Creation Process • Quality video production is complex and expensive – 2 to 6 months to create – Can easily cost $100,000 and up • Innovative process using existing content – Professional quality in as fast as 1 week and a fraction of the cost! – Collaborative concept development – see the video as its created! Low cost, Fast time-to- market High impact video marketing is now accessible to companies of all sizes21 © Tubifi 2012
  22. 22. Video Production © Tubifi 2012
  23. 23. “Stock Footage” Replaces Production • “Almost everything worth shooting has already been shot.” Extensive libraries, millions of clips – ready to use for creative, compelling video advertising23 © Tubifi 2012
  24. 24. Video Starts with a Great Idea • The „story‟ – A creative concept – Script that tells a „story‟ based on the concept24 © Tubifi 2012
  25. 25. How to Distribute Your Video and Measure its Impact25 © Tubifi 2011
  26. 26. How do People See Your Ad? • Website : – Embed „video player‟ on website – Online video platform (OVP) optimizes video stream • Youtube, Metacafe, or Vimeo – Enable search for keywords that lead to your video – Free, but they have other companies‟ ads • Email campaigns – Add video link or video player to emails • Social Networks – Facebook, Twitter – Video can be shared, and possibly “go viral”! • Ad server technology – “pre-roll” for other video content (eg Hulu, YouTube) Video enables all of these distribution options26 © Tubifi 2012
  27. 27. Measuring Success • Performance metrics are essential to learning from experience and improving results • Internet video provides unprecedented analytics • Key metrics – Entry: How many people exposed to the video watch it? – Engagement : How much of the video do they watch? – Impact: How many respond to a “call to action”? What is the impact on sales, registrations, requests for more info, etc. • Viewer data – Device type, geo, browser, bandwidth, referrer, ISP, platform, screen resolution27 © Tubifi 2012
  28. 28. Video Example • Please click the link to watch this video (will open in a new window/tab) stem/28 © Tubifi 2012
  29. 29. Thank You• We would like to open the floor for questions. Please type in your questions to the chat window on your Go To Webinar• Please feel encouraged to connect with us and let us know if you have additional questions about your next step in creating high-impact video Ian Brower Tubifi – Linkedin: Ian Brower – Website: – Email: – Email: – Twitter: @IanBrower – Facebook: Micha Barnum – Linkedin: Micha Barnum – Twitter: @tubifi – Email: – Phone: (888) 988-2434 – Twitter: @MichaBarnum (888) 9Tubifi © Tubifi 2012
  30. 30. Tubifi Inc. (888) 9Tubifi (888) 988 – 2434 Tubifi Creates, Publishes and Measures video in an agile, collaborative, stress-free way. Our reason for being is to level the playing field and enable companies of all sizes, not just those with deep pockets, tocapitalize on the power of video, to get real value and quality, and drive revenue. © Tubifi 2012