1. Franchising USA
Kelly Maguire, Senior Director, Digital Strategy
Franchising USA
In a digital landscape
where dynamic and
rich media are quickly
becoming not only the
norm, but an expected
luxury amongst
consumers, YouTube
reigns supreme as a
delivery vehicle for such
content.
Franchising USA
expertadvice
Kelly Maguire
The Power of Online Video
YouTubeMarketing:
Nothing draws in and engages a user
quite like a good video. Like Television
before it, online video is a way to convey
a message in a dynamic way and offers
many different variations on how that
message can be delivered. It is not only for
these inherent qualities that people tend
to prefer video as a message platform, but
also because video is no longer just within
the domain of large content producers.
Due to technology advancements and
networks like YouTube and Vimeo, video
is being produced at a massive scale
from almost everyone. Some of the most
subscribed to and watched channels on
YouTube are those of individual “YouTube
Celebrities” who more often than not are
just lone bloggers producing their content
on simple home equipment. With access
to this medium so easily available, it is
no wonder that consumers have come
to expect brands to be able to produce
video quality at least at the same scale as
bloggers and they appreciate the brands
that offer them good content in a medium
they enjoy.
The challenge of video is a difficult
one for brands to tackle because many
brands still view it along the same
lines as television, complete with full
production requirements. While brands
are expected to and should be capable
of producing higher quality content, it is
not always required that said content be a
full production. Many brands can benefit
greatly from lower end production that
highlights quality content and focuses on
delivering a worthwhile message above a
high end production value. Like any other
effort, the key component is making sure
what is being done is delivering a value
to who it is intended for. When brands
accept this, they can begin to understand
that entering the world of online video
marketing is not quite the challenge
it initially seems. Brands can develop
a variety of different video types that
offer value such as product demo videos,
corporate culture videos, tutorials, brand
advocate campaigns, and even simple
humorous videos that show the lighter side
of the business. People and customers like
to connect with brands on a level other
than business and video is a great way to
do this. When developing your video, it is
important to remember the “five second

2. Franchising USA
Page 47
“YouTube is considered the second largest
search engine based on activity and therefore
holds a large repository of activity that brands
can take advantage of.”
expertadvice
hook” rule, whereby you have five seconds
at the beginning of the video to capture
the interest of your viewer before they
decide to continue watching or not. While
production value doesn’t have to be at a
high level, the content does, this is the art
of the process. Videos can be done with
full production plans, loose production
plans, and even simple handheld and
cell phone devices. As long as it serves a
purpose and has good content it is worth
doing.
Now if a brand does decide to commit to
leveraging online video for its marketing
and branding efforts, there are many
things it can take advantage of. Beyond
developing a simple YouTube channel
and uploading videos, there are several
ad services that can drive exposure for
the content being produced and ads
can even be run against other people’s
videos with relevant content. Like Google
AdWords, YouTube has a powerful ad
engine capable of robust targeting and
detailed optimization to deliver campaign
efficiency. YouTube is considered the
second largest search engine based
on activity and therefore holds a large
repository of activity that brands can
take advantage of. The best format for
doing so is to be involved in the platform
with your own content, but even in the
absence of that, the network still has
plenty to offer. Unlike Television, online
video offers a wide array of measurement
tools that allow marketers to truly
measure the impact and return on their
campaigns. Instead of guessing the reach
of the campaign, online video provides
measurement into views, view duration,
frequency, reach, clicks, traffic generation,
and much more, making it a n extremely
valuable tool in the marketers repertoire.
YouTube Advertising Options
• TrueView Video – advertisers pay only
when viewers choose to watch their
video. This is a great way to increase
exposure for content on your channel.
There are several variations to this ad
including:
o In-Stream - where the ad is displayed
before or after another video.
o In-Slate - where viewers can
choose to view the video instead of
commercials.
o In-Search - where the ad appears
within search results.
o In-Display - where the ad appears
alongside other videos.
• Google AdWords YouTube Video
Targeting – this option allows
advertisers who do not have a channel
or video content to offer, to deliver their
ad message utilizing relevant content
that already exists on YouTube and
utilizing targeting criteria to ensure the
ad reaches the proper target audience.
Online Video Production Tips
• Do not only focus on large production
material, simple video content can be
just as useful and impactful if done
properly.
• Look for internal resources who may be
capable and even excited to help develop
video content, often employees and even
customers are willing to participate
and their content can often be the most
valuable.
• When good content is produced, look
for ways to increase the exposure of it
through promotions and advertising,
content is no good if it isn’t seen.
• If you are going to start doing online
video, plan for it to be an ongoing effort,
you don’t want to cultivate an engaged
audience only to lose it because you do
not have fresh content to offer.
• Do not be intimidated by the idea of
video, embrace it for the opportunity it
represents.
At the end of the day the web is making
significant shifts, many of which are
focusing on better content such as photos
and videos. Consumers are being spoiled
with content and it is up to the brands that
want their attention to keep pace and begin
to offer the content that their customers
crave. The appetite for dynamic content
is only going to increase and brands that
accept this and embrace it by identifying
resources and solutions to help them enter
the world of content and video production
will greatly benefit from the connections
and brand image these tools are able to
facilitate.
Kelly Maguire brings strategic insights
and leading edge thinking to maximize
impact of Aviatech’s digital efforts.
Possessing a strong passion for all
things digital and a true belief in the
ever evolving beast that is the web,
Kelly understands the difficulty but
importance of staying ahead of the
curve in the digital space. Since joining
Aviatech in 2010, Kelly has played a
leading role in adding new services
and core competencies to the agency
repertoire including the development
of award winning advergames and
sweepstake initiatives, digital PR,
and leading paid social advertising.
Kelly has been an advocate for new
technologies and initiatives that have
helped to bring Aviatech to the forefront
of San Diego ad agencies. Kelly has also
served as a thought leader and agency
advocate for the company.
For more information:
http://www.aviatech.com/