e-marketer indicates blistering growth in online video advertising over the next 5 years. Driven by a proliferation of ad networks, demand-side-platforms and scalable, social video production solution-providers, e-marketer sees online video ad spending nearly doubling in only four years from $4.14 billion dollars in 2013 to $8.04 billion by 2016, a 25% compound annual growth rate (CAGR).
I swung at the pitch to write a post comparing how the Mets and Yankees use video to deliver messages, engage fans, build brands and drive revenue. After all, most professional communicators can learn from professional sports marketers and this would be an outlet for me to do what Bronx Bomber fans love to do (besides win) - bash the team from Queens and add to the pain (all in good fun).
Ed Garsten, Head, Chrysler Digital Media, provides tremendous insight into how Chrysler practices "corporate journalism" while leveraging and developing in-house resources to manage Chrysler LLC's media website, broadcast communications, social media and video production. My agency, Latergy, provides similar services for clients who, unlike Chrysler, do not have the talent and resources in-house. For those who do, I thought you'd learn from Ed's post and point of view. Enjoy, share, comment and share! - Larry Thomas
According to a study by Visible Measures, more than half of your online video audience checks out within the first three minutes of your online video.
20% of online video viewers click away from a video in the first 10 seconds or less. By 30 seconds into an online video, up to 33% of viewers have moved on; at 1 minute 44% have left (regardless of the clip’s length) and almost 60% have abandoned by the 2 minute mark.
Several video marketing experts have suggested that the solution is simply to get to the point faster, and to keep your videos under five minutes in length.
This week, Vimeo announced that it was launching a forward looking Video on Demand service.
Now video and film producers can rent or sell their videos at a price of their choosing and keep 90% of the proceeds. This is a radical new approach for independents who can't afford to give iTunes or Amazon a 30% to 50% cut or who create shorter content not suited for these distributors. Producers can also embed the service on their website.
Editor's Note: Ian Buck has worked on campaigns for Facebook, American Express, Samsung and other large, leading corporate brands. In 2012, he started www.notchvideo.com, an online marketplace where businesses can find the right video creators for their needs. His mission is to help businesses of all sizes produce online video content efficiently & cost effectively. My agency, Latergy, believes in the same thing and I thought you'd learn from his post and point of view. Enjoy, share and comment! - Larry Thomas
Greg Ball managed the Burger King worldwide video communications department for many years, before creating his own video production company, Ball Media Innovations, Inc. In this post, Greg addresses a much debated topic - Outsource or DIY? He makes several valid points about the value of a brand and the need to represent it properly. My agency, Latergy, believes in setting the tone with professionally produced video. DIY has it's place and UGC is a powerful component but professional marketers should invest in professional video to protect and enhance their brands. Enjoy, share and comment! - Larry Thomas
Social Media Marketing is no longer the “next big thing” – it’s “the thing.” When the Association of National Advertisers (ANA) surveyed their membership in 2012 they found that 90% of marketers were using social networking. That’s up from only 20% in 2007 when the question was first asked.
Back in the early days of TV advertising and print media in the last century, it was enough to say,
“Acme is the best”. And people would buy because you said so.
Then, when enough people were saying “we’re the best” Madison Avenue (New York) stepped in with the new age of “hype”…
And apparently, in the 21st Century, “hype” is still alive and well.