Online Video Best Practice Guide

Overview

The Online Video Best Practice Guide, updated in July 2012, is aimed at marketers and content owners who are using video as a tool for marketing and sales. The 49-page guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques. The report is full of real, practical examples and case studies to help you with online video strategy and tactics.   

About this report 

Econsultancy's Online Video Best Practice Guide enables marketing managers, content owners and digital marketers to understand the opportunities and challenges presented by the world of online video content.

In the last two years, online video has moved from a 'nice to have' extension to television advertising, through to a strategic marketing tool. This newly updated report reflects this evolution, and covers a range of topics, including whose departments and budget online video fits into, how to define KPIs, set and define different strategies and measure return-on-investment. 

The 49-page guide covers everything you need to know about this space, covering both the creative and technical aspects of online video. The comprehensive report includes commentary from leading industry experts, and is full of real-life examples of brands already using online video for marketing. 

The new version of the report also contains sections on online video for off-site engagement and for on-site optimisation. 

About the author

This report is written by leading online video strategy expert, Steffan Aquarone. As well as a public speaker at various conferences and events, Steff is also Strategy Director at Buto, a web-based online video platform. 

As an entrepreneur, Steff works on technology start-ups as well as with big brands ranging from RBS to UCAS, helping them to develop elements of their online video and digital strategies. He leads Econsultancy’s Online Video Strategies training course and writes regularly on the future of video on the web.

Contributing authors

Contributers to the report include: 

• Chris Gorell Barnes, Founder and CEO of Adjust Your Set
• Steffen Tiedemann Christensen, Co-founder and CTO at 23Video
• Mike Johnson, Executive Producer at Boss Creative
• Lee Kemp, Managing Director at Vermillion Films
• Bismarck Lepe, Founder of Ooyala
• Stuart Maister, Managing Director, BroadView Communications
• Manley, SEO Director at LBi
• Andy McNamara, Managing Director at Buto
• Joe Pélissier, Marketing Consultant and Producer
• Sarah Wood, COO at Unruly Media

Table of contents

1. Introduction
2. About Econsultancy
1. About the author
3. Introduction: The Business Case
1. Developments in the last two years
2. Common pitfalls
3. Getting it right
4. How this guide is structured
4. Online Video Essentials
1. Setting up the project team
2. What are you actually trying to achieve?
1. Online video strategy setting tool
3. Standardising return on investment
4. Budget
5. External commissioning
1. Top tips for picking the perfect partner
6. Technology
1. HTML5 and video formats
5. Why it Works: Defining KPIs
1. Brand exposure
2. Delivering information more effectively
3. Increasing conversion
4. Dwell-time, basket size and repeat visit rate
6. The Importance of Content
1. Understanding your audience
2. Getting the right content
1. Online video brief writing
2. AV script template
7. Strategy 1: Online Video for Off-Site Engagement
1. Content seeding
2. YouTube
1. Beware the free lunch trap
2. YouTube is best for exposure
3. Little-known YouTube parameters
4. Vimeo
3. Video SEO
1. YouTube SEO
4. Video advertising
5. Measurement
1. Revisit your strategy
2. Knowing what you can measure
3. Interpreting video analytics
8. Strategy 2: Online Video for On-Site Optimisation
1. Hosting and content management
1. Content management
2. Publishing, hosting and playback
3. Choosing a video platform
2. On-site search
3. Interactive technology
1. In-player adverts
2. Clickable video
3. Gamification
4. Video security
1. RTMP
2. Digital rights management (DRM)
3. IP / domain restriction
5. Video in the user journey
6. Measurement and continuous improvement
1. Informing other marketing channels
2. A/B and multivariate testing (MVT)
3. Improving performance
9. Funding Models
1. Supplier-funded
2. In-house production vs. external
3. Pay-per-view
10. Legislation
1. Accessibility controls
2. Other benefits of compliance
11. The Future of Online Video
1. Audiences
2. Preroll
3. Strategy
4. Connected TV
5. In conclusion
12. Glossary
13. Appendices
1. Industry experts’ biographies
1. Chris Gorell Barnes
2. Steffen Tiedemann Christensen
3. Mike Johnston
4. Lee Kemp
5. Bismarck Lepe
6. Stuart Maister
7. Manley
8. Andy McNamara
9. Joe Pélissier
10. Sarah Wood
2. Further and continued reading
1. Sites
2. Charts

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