Successful online advertising isn’t just about the channel — from search to display to video — it’s about storytelling. When ads incorporate narrative elements, they increase interaction rates and the audience’s willingness to consider the product, react, or even move towards a purchase. Savvy advertisers know that nothing tells a story better than video. I would propose that the power of storytelling through sight, sound and motion is the reason why video is the fastest growing form of online advertising. eMarketer estimates that online video ad spending will grow 48% to $1.5 billion this year and hit $5.5 billion by 2014.

It’s now easier than ever for advertisers to choose online video, whether they’re national retailers or political candidates at the local level just beginning these efforts. The issue isn’t why use online video to tell your story, but how online video should tell your story. Even more important, how do you use online video to further your marketing strategy, tell a great story and generate concrete results? Let’s start by agreeing that not all online video advertising is created equal — or equal to every task — and start to build a holistic online video advertising strategy. Storytelling should move your audience emotionally and logically through the purchase funnel. Understanding how video works across that funnel and where to apply your resources at each stage is the key to unlocking that value.

Introduction – Create Awareness. The beginning of a story should grab viewers’ attention and introduce them to new places, characters, and concepts. At this stage, your video advertising must be disruptive and impactful. In-stream video is most effective in this case because it takes a short time to introduce and create awareness of your product or service. Much like television, the ad is presented in the course of viewing. So, if you are introducing a new product, then focus on driving awareness via broad in-stream buys. The goal is to disrupt, be brief, and be broad-based. And how do you know if you were successful? Research can clearly show when audiences exposed to your advertising have a higher awareness of your product than those who saw nothing.

For the rest of this article, click HERE.

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The population of mobile video viewers in the US will grow nearly 30% in 2010 to reach 23.9 million, according to eMarketer’s forecasts. The still represents a reach of only 7.7% of the total population and less than 10% of mobile phone users, but those numbers are set to double by 2013 and increase still further in 2014.

The number of mobile video viewers, which includes people of any age who watch video content on mobile phones through mobile browser, subscriptions, downloads or applications at least once per month, will continue growing in the double digits for a compound annual growth rate (CAGR) of 22.8% from 2009 through 2014.

“Video is in many ways the most fragmented of the three primary mobile content categories,” said Noah Elkin, eMarketer senior analyst. “Video consumption on mobile phones can take place through various channels, including paid and free applications, mobile websites, pay-per-view downloads and subscriptions through mobile carriers.”

To read the rest please click here.

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Seven predictions from eMarketer CEO Geoff Ramsey. Ad dollars will continue to accelerate their move from traditional to digital, though aggregate media spending will fail to return to former levels. Marketers will be emphasizing deeper engagement and earned media.

Video. More marketers will increasingly embrace online video advertising, supported by the twin boom of video streams and video ad networks. Further support for video ad growth will come from sites that offer a deeper catalog of professional, premium video content, which will need to introduce hybrid plans that combine subscription fees with advertising.

See the remainder of this article here.

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One thing we all in have in common is that we enjoy being entertained. While the main purpose of your video may be to inform more than to entertain, having an entertaining quality about it, will add to viewers experience and enhance their interest in sharing it with others in your target audience.

Today – The Fun Theory.

The first is the musical staircase video from Volkswagen. VW’s ad, called “The Fun Theory” was created by the DDB Stockholm ad agency. There will be several spots in the series, each focusing on “hidden camera” style clips that show how people can be motivated to change behavior when there’s a chance for fun to be had.

The Piano Staircase is the first in the series, where musical notes and asks, “Can we get more people to choose the stairs by making it fun to do?” You then see workers outfitting a public staircase so that it resembles a piano keyboard—complete with actual notes playing when you step on the “keys.”

The bigger push, behind just having fun, is responsible living. VW wants you to be healthy, and keep the planet healthy. So if they can get you to take the stairs instead of riding an escalator, you’ll be having fun while also being more active. They claim over 60% more people chose the piano stairs than had chosen the regular stairs the day before. Pretty powerful data, actually.

The second spot features a trash can with fun sound effects, which results in more people finding and throwing away trash where it belongs, thus decreasing litter. And VW hopes to harness this campaign to push their eco-friendly vehicles, which they hope you’ll find both fun to drive and better for the environment.

It’s brilliant, if you ask me. So many demographics will find something to like about this video. Those in the online marketing space, like us and most of our readers, will enjoy the simplistic beauty of a perfectly crafted viral campaign. The public will enjoy the Candid Camera feel of the masses reacting with quizzical looks.

I’d call it a home run, and this is only the beginning. A couple weeks after debuting, the first YouTube video already has well nearly 5 Million views. The second released about a week ago, nearly 1 Million views. Good work, VW (and DDB Stockholm).

Watch these for yourself:

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51% growth expected for online video in next 12 months!

(Note: the study requires name and email to download and the 20-page eBook can be downloaded here).

Here are the highlights from the 189 marketing professionals that took the study:

Beliefs about Content Marketing

* 93% of marketing professionals create or plan to create content marketing as part of their overall programs in the next year. The take: We are all publishers now.
* Almost 67% of marketers believe that the content they produce can have the same or more value than a traditional media company. 8 out of 10 believe they can create content as engaging as media companies. The take: Brands have access to some of the best writing talent in their industries today versus years’ past, so this makes sense (although the number is a bit higher than we expected. Marketers we’ve talked with on this don’t really “believe” they can do this without proper coaxing.)

Measurement

* Marketers believe content marketing is 18 times more effective in actually determining ROI than traditional advertising (74% to 4%). The take: Wow! But, this makes more sense when you look further at their marketing objectives. Since most are heavily relying on lead generation, this seems right since content drives lead generation programs. Still, amazingly high number.
* 70% of marketers are spending more on content marketing over the last three years. The take: this is consistent with our findings last December that found a 56% increase in content marketing spending in 2009 alone.

Content Where?

* Top tactics where content marketing is spent: Email marketing, Corporate web site, Social media.
* Where will the money be going next year: Online video and podcasts, White papers/eBooks, Social media.

How to use this report?

If you need research and statistics in order to get buy-in from your executive team for content marketing, this will be incredibly helpful. There are a lot more stats in here than the ones I included, so download the entire eBook report here.

Thanks to King Fish and Junta42 for putting this together.

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4 Reasons Why Video is the Good Option:

1. Watching existing clients endorsing your product gives a much stronger message than seeing an endorsement in print.
2. Things that don’t yet exist can be brought to life, whether this is a product or a new initiative.
3. A new practice can be illustrated by ’seeing it happen’, and so can become more credible.
4. Video’s use of real people, animation and music are valuable when motivation is a key ingredient in your message.

Video is best for the communication of a simple, convincing message. We can feel an emotional connection more readily with video’s moving images and sound than other communication mediums – to an audience it is the closest medium to reality.

Streaming videos over web pages has caught on with an increase in the available bandwidth and connection speeds in the last couple of years. Often a good video associated with a good product could double or even triple the ’sale ability’ of the product. Take for example, the fashion industry, often endorsed by the big names from television and the silver screen. The visual impact associated with Naomi Campbell walking down a ramp wearing the latest spring design is much greater than a two dimensional photograph which often lacks the dynamism of a video.

Due to its nature, video can be very versatile in the style and tone used to convey different messages. The video itself can be powerful, with iconic images cut to compelling music, to set the tone of an event or product, or it can adopt a contemporary documentary style to provide account of a practice or initiative.

The impact created by the video not only depends on the quality of the created video, but the final quality of output that reaches the viewing audience through streaming off web pages. A good video backed up by a poor video player is often a let down and fails to create the impact that it would have managed had the support player been capable of producing good quality, yet fast and efficient streaming of online videos. A good video, bundled with the right support material will definitely prove to be one of the most effective ways of reaching out to a worldwide audience 24×7.

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It’s simple, there are a few people that still use the phone book, but more and more people are turning to the Internet to look for you. If you think about traditional marketing, you might think of things like billboards, print ads, having a commercial on the TV, or radio. These are all traditional types of marketing, and they will often get you some new customers, but the problem is that you have no way of keeping track of who is viewing your ads, or commercials – and the cost involved in these options includes both production and the ongoing time or space costs. Also, there is no way of knowing if you are reaching your target audience. How can you find out what is working or what is not? Are you getting enough feedback to change and test your market?

Video marketing is different. It allows you to connect with your audience in a way that static advertising and traditional media does not. You can tell your story, authentically and in a way that is relevant to your viewers. When your audience is engaged in your story they will want to participate by coming to your establishment and sharing your story (video) with friends.

Video Marketing also allows you to see where your target audience is coming from, and what they are typing in to find you. This makes your job much easier. You now know where to place your business – in the middle of that. That’s it, get yourself in the middle of what people are already looking for, and you will attract new customers. You can also keep track of how many views your video is getting, and where they are coming from, where they are going on your website, and what referred them to you. This allows you to refine your marketing and advertising to perfection. Literally, you can see exactly what people are doing and how they are getting to you. This also means that you can use this information to improve your traditional and grass roots marketing, menu strategies, etc.

Videos are very shareable and thus can reach a lot of people, and when people share them it goes with in implied recommendation. Your target audience can watch your video any time of day 24/7 – 365 days a year. If you are thinking this sounds expensive, it’s not. For less then you would pay for an ad in the phone book, you can have a video made, edited, and marketed on the Internet. So, a video that your audience can watch any time of day — via the the devices your audience is now using to look for you — or an ad in the phone book?

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Video used to be the domain of only the largest companies with the biggest marketing budgets. But the explosion of online video sharing sites has given companies of all sizes the opportunity to create and disseminate videos.

As small businesses assess those PR tactics that will yield the greatest ROI, online video has grown in popularity as a way to generate buzz without breaking the bank. However, simply shooting a video and posting it online will not guarantee results. The key to a successful video campaign is compelling content — if you aren’t distributing something that people will want to watch your campaign will fall flat.

What are some of the ways a small business can benefit from online video?
Video can be used for something straightforward such as introducing a new product or service; to increase traffic to your website via a clever video; to give a product demonstration or tutorial to your customers; to deliver commentary from your CEO to investors; or to convey a message to employees. Never lose sight of the power of telling stories. Stories engage and capture an audience.

Additionally, many small businesses find other uses for videos by utilizing them for online advertising, or by incorporating them into a Multimedia News Release (MNR). An MNR is a great tool that incorporates video, photos, text, links and other information; making it more interactive than standard, text only, press releases.

What types of companies are best suited for video promotion?
Companies of all size and across all industries are suited for video promotion, including most companies with a consumer product or service, and B-to-B  and professional services have just as many opportunities to use video to reach their audiences. Companies should ask themselves whether their product or service will translate well into a visual message. But don’t stop there, think about the stories rooted in your people and customers you serve. These stories capture engage audiences resulting in heightened interest in your audience for your business.

What are the do-it-yourself options?
If you have the budget, hire a professional. It will save you the time and effort of figuring out all the details of putting a great video together and it will help you get a result that engages your audience  and also has a more eye-catching look and feel. You don’t even have to worry about it looking too manufactured — professional producers can still give your video a viral look while being sure that it tells a story that captures attention and encourages sharing.

If a professional producer is not an option, there are a number of options that let you produce your own videos for lower cost. For example, editing software packages such as Adobe Premiere, Final Cut Pro and Media 100 enable you to edit your video like a pro, however these softwares are not inexpensive, and if you do not have experience using them — you’ll likely wish you’d hired a pro.

You’re going to need a video camera to shoot footage. If you can’t borrow a good one, it’s possible to rent quality cameras, or you can even try a low-end solution such as the Flip Video Mino HD. It’s stocked with a light editing package and involves a minimal investment. Do keep in mind that a low-end camera in trained hands produces a respectable result, and likewise a high-end camera in the hands of the untrained can result in a product that lacks the impact you’ll want for your efforts. Practice, practice before you post!

Be sure to incorporate background music right for your story and audience. Remember, you will need to get permission if it is copyrighted (and this will add cost) otherwise, you can get royalty free music from sites like RoyaltyFreeMusic.com. Consider a call to action and provide a viewer feedback mechanism–such as a comments section or direct contact information — to engage your audience.

Once your video has been created, how do you get it out there?
You can always post to your own website, although depending on your websites Content Management System (CMS) this may require added multimedia capabilities and technological savvy on your part. That said, an embedded YouTube player may do the trick in many cases.

Video host sites such as YouTube or Vidler let you load your video and also make it easy for you to embed it to other websites and social media platforms. Be advised with the volume of videos on sites like YouTube you run the risk of never being discovered and shared. Make sure you have a web video marketing plan, and a commitment to working that plan. If you do both, the results can be highly rewarding.

A better way to get it out to the customer, B2B or the media audiences is the MNR. It’s designed for the new media landscape and can be distributed as a news release to television, radio, web or print media. It can also be sent to key contacts as a direct marketing tool.

How long should a video be?
Generally, you want it to be short and to the point, with content ranging from 30 seconds to 3 minutes. However, there are times when longer video is appropriate. For example, if youre posting video of a conference keynote or a surgical procedure. If you do create a long-format video, consider indexing it or breaking it up into smaller segments to post as a series. You may even add teasers for upcoming features to keep your viewers interested.

It’s the rare video that becomes a viral sensation. Rather than go into production of a video thinking about creating a viral hit, focus on creating a quality video, that’s relevant to your audience which will help it gain traction with your target audience. Humor is a great way to attract viewers, and one of the advantages of the internet is that it doesn’t have the same standards as television. This, allows you to take more risks and experiment a little. Just remember that this video will be a representation of your brand, so be sure to never to cross the line.

Thanks to Rachel Meranus

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Web video marketing is based on the idea that visual people respond better to video than they do to just the written word. You can have your video professionally shot, or you can do it yourself if you can produce a relatively professional looking product. While some of the pioneers of this sort of marketing used cell phones to shoot their video, this is no longer a recommended method of shooting your stream.

Your videos should tell the stories of your business, yours, your history, your people, your customers. And,  your video should reflect a genuine tone, as you are reaching out to consumers in a personal and potentially profitable manner. You want them to connect to you and reach for their wallets.

Launching a web video marketing campaign works very much in the same way television advertising had. Because the consumer can see you, can feel some sort of connection to you, your business, your story, they feel a sense of trust, your profit margin is likely to see results. Reaching your audience still requires some of the same basic search engine optimization elements that article writing entails, but your consumers reach your video instead of just an article.

Compounding your web video marketing campaign with well written articles is like setting yourself up for a slam dunk. Often displayed on the same page, your article works to bring in the traffic while your video is there to close the deal.

Just like a television commercial can either turn on a consumer or turn off a consumer, a web video marketing campaign can do the same. To avoid the unintended, it’s critical that the content is relevant to your audience, and it is presented in an authentic manner in-line with who you are your companies brand.

As more internet entrepreneurs start recognizing the value of web video marketing, the practice is becoming increasingly sophisticated. The most profitable ones are the ones that offer a firm delivery of story and subject matter that encourages the consumer to be interested. You want to talk to people as though you understand and relate to their needs from behind the computer screen. When you give consumers the opportunity to become familiar with you and your business, they tend to respond by drawing out their credit cards.

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