Page 4 - aem_june_14

RESEARCH, ANALYSIS & TRENDS

The future

belongs to

Video Marketing -

no doubts!

Online video ad revenue is expected to double in the A promotional video, for instance, a short video of
next two years and video ad views are set to explode. about 90 seconds in length in Web TV format, could
Quite obviously, video marketing is gaining popularity portray your company perfectly, be placed on your own
since it offers the richness of TV and the analytics of web pages or used for online platforms and mailings
digital. In fact, video ads provide a level of visual and etc. A video format with a length of maximum 3 minutes
narrative richness that nearly equals television, while on the other hand is particularly useful when you want
offering all the advantages of digital, including advanced to publish news about your company on a regular ba-
targeting, tracking, and increasingly, automated buying sis.
of video ad units.
The technology seems daunting, but don’t fret
Not to mention that online video ads are significantly
more expensive than other formats, but prices are Although video webpages mean a lot of technology,
steadily declining as more publishers rush into video, they are worth the effort: viewers can experience prod-
and placements open up, since they guarantee an aver- ucts in full-screen, which pays back all the invested
age click-through rate (CTR) of almost 2%, the highest time and money quickly for the company. This format
click-through rate of all digital ad formats. Besides that, provides a tremendous amount of space that can be
relevant data proves that a video increases the dwell designed with creative ideas and technical refinements.
time of a potential customer on a website by multiple A video webpage can replace a "classic" website or just
times, as the experience of seeing/hearing literally pro- be an add-on. It is the perfect tool that helps a compa-
vides an emotionally appealing presentation. Even com- ny emphasizing highlights, such as presenting new
plex products or services can be easily clarified in an product areas, exhibitions at fairs, or to initiate interac-
entertaining way with the help of modern video technol- tive discussions.
ogy.
With such a novel performance a company could stand
Motion pictures simply seem to be much stronger than out as being refreshingly innovative from the static pag-
static pages with words and pictures: People with their es of the competitors. Besides that, the videos can be
own language, gestures and facial expressions create used for a variety of activities, such as press portals
closeness and trust - and all these aspects can signifi- and online platforms, in order to win over customers.
cantly contribute to a positive buying decision. Websites can be integrated into the Web 2.0, get
tracked and make it to the top in the ranking of video
Possible applications and opportunities of video portals.
marketing
Thus, video content will play a key role in online com-
Today’s customers usually inform themselves via the munications in the coming years. More and more
Internet before they buy something and often have pret- search queries already allow video transmission, and
ty clear purchase intentions. Therefore there is a tre- the new LTE technology in the mobile space ensures a
mendously large potential for this communication tool as strong increase in video consumption on mobile devic-
it is useful wherever advice is needed. Especially the es. And since the permanent availability of the Internet
consumer goods industry can benefit from video ads via smartphone and tablet is becoming the norm, just
immensely, but the banking, insurance, or service pro- as the consumption of online video in your own home,
vider sector as well. made possible by the new IPTV -enabled television, we
can look forward to an eventful future! ◊
Therefore, tackle video marketing holistically to choose
the video format that suits you best and is appreciated By Daniela La Marca
in public accordingly. In principle the following questions
must be answered: What do I want to achieve with my
video? Which customers do I want to address? What is

the market and are my competitors doing?
4 Asian eMarketing June 2014 - Video Marketing