Video | Internet Marketing Blog

Video content: learning from the amateurs (specifically, Benton)

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.

by Ben Davis 28 November 2011 09:53am 9 comments

How to trend on Twitter: the SapientNitro case study

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.

by Chris Lake 15 November 2011 14:15pm 21 comments

The power of video is the influence you create

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.

by Kat Meadmore 04 November 2011 09:47am 1 comment

Online video strategy in the US: what works?

In June, YouTube announced that it had hit the 3bn views per day milestone and was receiving 48 hours of new video per minute, while Garner listed online video as one of the top ten strategic technologies for 2011.

But in the staggering jungle that is online video, what can US brands do to make sure their content and distribution plans work together as an effective strategy?

Here are my top five tips...

by Steffan Aquarone 27 September 2011 15:43pm 3 comments

Econsultancy: 100,000 digital marketers can't be wrong

When I joined Econsultancy a little over a year ago, there were around 30 employees spread between our UK and US offices. Since then, the company has doubled in size, and we’re still expanding, with new staff joining our offices in London, New York, Dubai, Singapore, Australia and elsewhere.

Last year the company also celebrated its tenth anniversary, and we welcomed our 100,000th member in July. Nevertheless, it occurred to us that not everybody is familiar with all that we do...

by Matt Owen 16 September 2011 11:16am 3 comments

E-commerce product videos: best practice tips

While more and more retailers are using online video, there are still plenty of sites which could use it to improve their product pages.

I've been looking at some examples of best practice from retailers that use video on their product pages.

by Graham Charlton 24 August 2011 11:08am 15 comments

Nine incredible interactive YouTube campaigns

I’m a big fan of creative, engaging approaches to advertising, which is something I’ve covered before.

A lot of talk at the moment seems to be around brands using Facebook or Twitter for various campaigns, but it’s important not to forget YouTube as a potential engagement platform.

by Jake Hird 09 June 2011 13:17pm 10 comments

Online video is more than just views and clicks

There’s a bit of a culture clash when it comes to online video advertising. The traditionally creativity-driven TV advertising industry seems tempered by the conservatism derived from the click-through culture of the online advertising industry.

by Dan Ruch 11 May 2011 10:06am 1 comment

The 10 types of online video that brands should embrace with gusto

Online video consumption has doubled in the space of a year, and this rate of growth may well continue for some time to come. It provides brands with a huge opportunity to engage consumers.

Smartphone penetration has helped, though I think the real reason why online video is doing so well is linked to the ease with which videos can be shared. Platforms like Facebook and Twitter are perfect for passing around videos.

So what should brands be doing about this? How can they make the most of this trend towards richer, smarter, more interactive video content?

I have 10 ideas for you to peruse, with plenty of examples, to show you what the smarter brands are doing.

by Chris Lake 08 April 2011 13:35pm 15 comments

Can new IAB-sanctioned ad formats lure brand dollars?

Incredible as it may seem, it’s been 10 years since the Interactive Advertising Bureau updated its standard advertising units. Six new formats selected in a “Rising Stars” competition will be officially sanctioned by the IAB if they gain sufficient market traction in the next six months.

The formats were chosen in large part for their brand-friendly canvases, rich-media functionality, and the control they give to consumers to engage without leaving the page they are on. Marketplace success will depend on how many publishers adopt the units to give them true scale. Whether these units alone can successfully unleash pent-up demand to pull in more brand dollars and stave off the commoditization of CPM rates is anyone’s guess, but getting the seal of approval from the IAB is an important first hurdle to clear.

by Laurie Petersen 07 March 2011 16:00pm 3 comments