By Larry Thomas, President of Latergy Video Marketing and Public Relations
If a picture is worth at least a thousand words and Getty Images, the leading creator and distributor of award-winning still imagery licenses more than 35 million news, sports, celebrity, music and fashion photos dating back more than 100 years ... what do you think their content is worth? Hundreds of millions of dollars, no doubt. That’s why the news issued last week during SXSW is - in 1 word – INNOVATIVE. In future profit for the company and their army of professional photographers? Time will tell – but I think tens of millions if not more.
Larry Thomas' key takeaways for marketers from today's column and the full report are:
- TV Everywhere is surging and advertisers are following consumers;
- Q4 2013 vs. 2012 ads viewed in live streaming jumped 148% to double share of total video ad views (nearly 10%);
- Live content growth is driven by sports programming and to a lesser extent news;
- Long-form content continues to be the driver behind industry growth;
- Mobile phones, tablets, and OTT devices continue to gain a bigger share of the monetization pie;
- Viewers are seeing more ads per commercial break, yet completion rates remain high;
- Technical advances (mainly apps) drive consumption as tablets become more like portable televisions than desktop computers.
No surprise, this is beginning to mirror connected TV trends.
Jimmy Fallon's skillful video editors recently created a mash up of NBC News anchors Brian Williams and Lester Holt getting their groove on to The Sugarhill Gang anthem, Rapper's Delight. The parody provides several lessons for content marketers.
There's been a lot of recent discussion about the blurring of the lines between Advertising and Public Relations and the other disciplines reporting into the CMO. Earned, Paid, Owned and Shared media are often deployed by some professionals who have been, still are and will continue to be identified by either disciples of David Ogilvy or Edward Bernays.
Big Data Is a Big Deal. For marketers, the days of purely relying on instinct are long gone. As an instinctive guy who’s been advocating digital media, online video in particular, for the past 15 years this has been a thorn in my side – the side my wallet is on. While many innovative (perhaps courageous) brand marketers have pioneered the frontier with me and invested in online visual storytelling – most have not – at least until recently.
West Jet, founded in 1996, bills itself as Canada's most preferred airline servicing 88 destinations with 9600 employees and more than 100 jets. Compared to the 337 destinations, 100,000 employees and 1000 jet fleet Created by the American Airlines - US Airways merger, the pioneer of low cost air travel north of the border is hardly a giant in aviation.
By Larry Thomas, President of Latergy Video Marketing and Public Relations
This wonderful tribute to Nelson Mandela by Dr. Maya Angelou blends video clips, photos and voice over to tell a story about the father of South Africa and one of the greatest leaders to walk this earth. It is driven by the poet's powerful reading of a tribute she wrote for the man she first met in 1960 when her husband led a rival freedom fighting organization.
Amazon.com may have just raised the bar for broadcast PR. As most Americans have heard since 60 Minutes 'broke' the story Sunday night, the digital book and everything else selling behemoth has an incredible idea to use a fleet of flying robots to deliver 5 pound packages in less time than it takes to deliver a pizza. The service is not yet in service will be called Prime Air.
We have seen marketers jump on YouTube with creative branded channels, ads interrupting our viewing and sponsored videos, but where are they on Netflix? Why haven’t we seen branded playlists or snack recommendations based on your show selections? Couldn’t Oreos be paying big dollars to become the “snack of choice” for Breaking Bad lovers watching on Netlifx? We have seen these integrations work seamlessly (almost) into most other aspects of our lives, but in the place that we are watching an average of three episodes of TV shows a day, nada?
Editor's Note: This guest post is from Leah Ruehlicke, a friend and community specialist at Toronto-based NotchVideo.com. Her background in journalism and social thought has allowed Leah to develop a love for working with people and tackling problems in creative ways. I hope you enjoy and learn from her post and welcome your comments and shares. - Larry Thomas
Here's another guest post from my friends at Notch Video. “How much does a video cost?” is the most common question they get. So, they asked video creators to identify a video they like & comment on what they thought it would cost to produce. The only catch: IT’S NOT THEIR VIDEO (so all costs are merely an estimate by each video creator on what they thought a similar video might cost). You can find, vet and interact with these video professionals and others at NotchVideo.com. We welcome your comments and shares. - Larry Thomas
The "140 characters or less" communication pioneers have used video, a medium worth a thousand Tweets, to create and develop their identity since the early days. Their YouTube channel has 74 well produced videos with various lengths, styles and topics that can come together to tell a story about people, culture and company. Their approach is a solid example for all start-ups and early stage growth companies who need to to use video to develop their brands.
Video content is engaging, informative and the content of choice of today’s busy business decision makers and influencers. But getting the most out of business video marketing should not be a stand alone tactic and should be integrated into your overall marketing and sales process. Check out this InfoGraphic, titled How Video Can Drive Sales, and see how online video marketing content can drive your sales and marketing objectives.
Today's post features interesting statistics compiled by Ebyline and found on visual.ly. Its yet another reminder that while the demand and statistical support for video is overwhelming, many leading brands have not truly cast their ballot. Budgets are shifting, but not until the audience is established and the data says so. Please enjoy and contact me to discuss your video production and marketing needs. Thanks - Larry Thomas
If you’ve worked in public relations and have been charged with generating ‘earned media’ then you know what it means to look for the news hook. As a professional service provider with a focus on video I know and cherish a solid hook, a juicy story … anything that will appeal to the gate keepers in the television newsrooms.
Blue Diamond is promoting Almond Breeze Almondmilk with a campaign called “Recipes Made Breezy”. With the help of their agency, Y&R California, they just launched the extremely innovative video content marketing campaign. It features a series of "programs" appearing on Vine and promoted on Tumblr that demonstrate how the product can be used to make a variety of traditional drinks more tasty. The clips blend graphics, animation and video and they are entertaining, informative and brief.
Editor’s Note: Today’s post is from Geoff Anderson, Managing Director of Sonic Sight, a broadcast and corporate communications company based in Sydney Australia. He's a pro with more than 20 years experience working with corporate clients, and his post reminds us that every successful video begins with a focus on the audience. Not the product, not the technology ... the audience. Enjoy and employ! – Larry Thomas
Before he had a nice home, his own bed and a slew of squeaky toys ...
Morris The Cat was a rescue.
And now he's giving back.
While I'm a dog guy, the marketers at 9 Lives and the ASPCA caught my fancy with the recently launched Morris' Rescue Watch campaign. It opened with those lines, causing me to lean forward to hear the story about their finicky spokesperson.
A new campaign rolled out of the proverbial pumpkin patch today and is approaching million of viral views at a terrifying pace.
With the creative juice of Stephen King and Hollywood behind it, the Sony promo for the upcoming Carrie remake is the biggest thing to scare up that many views since The Blair Witch Project.