Posts tagged with 'Video'
At last week's Digital Cream Dubai, Econsultancy's CEO, Ashley Friedlein, presented the latest digital trends from the newly published State of Digital Marketing in the Middle East and North Africa report 2012.
In this post, we share a video blog from Paul de Bruin, Vice President of eZeliving.com, who talks about some of the main findings from the research.
Marketers and content makers have been conditioned over time to believe that online video needs to be short and punchy.
This is based on the presumption that people have limited attention spans, and therefore longer-form content would be wasted - particularly on the multi-tasking Gen Y consumer.
But is duration really a key factor of successful adoption? And how about social sharing? Is the length of a branded video likely to affect people's willingness to share it?
In the space of 1,000 or more words, I can't promise to deal with all the answers, but hopefully you'll agree these questions merit further consideration before setting your content or advertising strategy.
We’ve seen some interesting examples of personalisation from brands of late, particularly in relation to Valentine’s Day last week.
Smart businesses looked at this ‘holiday’ as the starting point for a decent content marketing campaign – instead of pushing out loosely-related messages with a tangential link to romance.
notonthehighstreet.com is one such example of this, which worked with Manifest London to promote its Valentine’s gifts with a particular focus on its personalised offering.
Video plays on tablets, mobile devices and connected TVs nearly doubled in Q4 2011 compared to Q4 2010, according to digital video analyst Ooyala.
Google TV also registered impressive growth, achieving a 91% increase in video plays from Q3.
YouTube CEO Salar Kamangar has suggested that the video sharing website could introduce a subscription service.
The company is currently investing around $100m to develop dedicated content channels for subjects such as news, fashion and fitness and celebrity gossip.
During an interview at D:Dive Into Media, Kamangar said we are entering a “third wave” of media where people expect to receive exactly what they want to watch through a continuous stream of video content.
Over the past month I’ve read a
great deal of trend forecasts and predictions for 2012.
They range from a
renewed interest in advertising on mobiles to connected TVs, more creative
thinking from marketers to the resurgence of email marketing.
But overall it
seems the industry is in agreement over one key trend: online video.
I have been asked and am happy to give my opinion on real-time bidding (RTB) and branding.
The underlying question for me is more about the definition of 'display
media for branding'.
We are testing and running
branding campaigns depending on clients’ wishes, but there is still lots to
learn about what is possible and what makes sense for our clients.
For a DR (direct response) campaign we have clear KPIs, such as CPA targets,
driving revenue or just simply CTR. However, you could argue that branding is more about an advertiser being seen on a certain publisher or in an
environment of a specific audience.
Traditionally, branding used to be measured through surveys valuing
the impact of online display, TV or outdoor.
This probably seems like 'newsjacking'. It might be. I'll try to get to bottom of what makes ‘Benton’ so shareable. (For the record, I know it's actually 'Fenton').
People in the digital industry are obsessed with memes because they spend all their days on the internet.
And it’s obviously clear that the recreation of this level of ‘sharability’ is the holy grail for brands, who find it difficult to convince the customer to suspend their disbelief when being sold to.
Some sources point to a shared piece of content being three times more likely to be viewed than a ‘paid’ piece. Below I attempt a cod analysis of ‘Benton’, to find out what makes him so sharable, along with some famous examples of adverts and video content that apply the same principles.
Earlier today web agency SapientNitro showed the world how easy it is to trend on Twitter.
The company’s method is flawless, and proves how easy it is to generate lots of noise about a brand.
The power of the moving image is undeniable and has often been
cited as a key influence over audiences.
Whether it’s a political story to
tell, one that encourages viewers to donate to a charity or one that sparks a
generation to dress in a particular style, according to Forrester one minute of
video is worth 1.8m words.