21 Secs To Impact: Effective Video Advertising On The Web

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A how-to on creating effective online video advertising content and some of the pitfalls to avoid.

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21 Secs To Impact: Effective Video Advertising On The Web

  1. 1. video<br />EFFECTIVE<br />ADVERTISING<br />on the web<br />
  2. 2. Video is no longer<br />the next BIG THING<br />Video is happening <br />NOW!<br />
  3. 3. 32.4 billion<br />online videos watched <br />in US (Jan 2010)<br />Source: Comscore<br />
  4. 4. The web is<br />not Television<br />Television has a captive audience<br />Web users have ADHD<br />Lots of competition for their attention<br />Not passive<br />
  5. 5. It doesn’t have to be funny<br />
  6. 6. Strange Attractor<br />
  7. 7. Tell a narrative<br />
  8. 8. The right sort of<br />Content is KING<br />
  9. 9. Average Cumulative Views - 90 Days by Category<br />Source: TubeMogul<br />
  10. 10. Keep it short<br />
  11. 11. Source: TubeMogul<br />
  12. 12. A reason to watch<br />
  13. 13. EntertainmentNOTAdvertisement<br />
  14. 14. skribeproductions.com<br />
  15. 15. Viral<br />is an outcome <br />not a<br />strategy<br />
  16. 16. Online videos watched per viewer<br />US<br />187<br />France<br />Germany<br />178<br />156<br />Canada<br />275<br />Source: Comscore<br />
  17. 17. Online videos viewed in US (2009-10)<br />Billion (per month)<br />Source: Comscore<br />
  18. 18. Projected Spending on <br />Online Video Advertising <br />in 2010 <br />$US1 billion<br />Source: PwC<br />
  19. 19. It masks its intent<br />It adds value<br />It’s funny<br />
  20. 20. Appeal to emotion<br />
  21. 21. Distribution is the key<br />
  22. 22. Getting noticed<br />Title optimisation<br />Thumbnails<br />Sex<br />Controversy<br />Blogs<br />
  23. 23. A large number of views<br />doesn’t mean<br />a large ROI<br />

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