Online Advertising with Video

Recently I witnessed first-hand just how powerful, and inherently social, video really is. I have three sons and one day noticed my oldest (10 years) sitting around the house, looking at his iPod, and giggling. Over the course of a day, this transitioned to scenes with all three of my boys sitting around the small screen giggling together. It was very cute and my curiosity increased. Finally, I could no longer resist. I had to know what was going on. So, I approached the small group of gigglers, and asked to see what was so funny. My oldest, still giggling, handed me the iPod and I watched the video.

It turns out he had recorded a video of his cat with his iPod. The video starts with his cat sitting comfortably and contently in front of the camera for a few seconds. The scene then suddenly transitions to the cat attacking the iPod. The screen goes black and the viewer – this viewer anyway – is left with one thing in mind… you can’t trust cats. Just kidding. It was funny. I mean, I didn’t giggle about it all day, but it was good content.

My first born then proceeded to tell me about how he’d captured the footage, shared it with all of his friends, and how his friends had shared it with family and so on. I was so proud. My boy was making videos and viral ones at that.
What is compelling to me about this, on an albeit small and giggly scale, is what a great impact video can have. We take it for granted, but it’s an effective and meaningful way to communicate with others… Especially with all the social media and technology we have today. All of us can participate and experience success.

As far as businesses and organizations are concerned, the optimal way of communicating a message is in the form of a commercial. It’s been used for years on TV and is increasing in effectiveness with the addition of the Internet. At Pikewood Creative, we produce commercials for TV and online campaigns on a regular basis, and we’ve seen first hand that the real power behind using video in today’s market is the social aspect. The fact that people will share your message, if it’s good content, is exciting and powerful incentive for including video as part of an online campaign. Adding the social factor makes the ROI of online video production skyrocket, and the potential is unlimited.

eMarketer reports that “video is the fastest-growing ad format online, and social sharing capabilities can only help that growth by allowing users to act as curators and promoters, passing appealing videos to a larger and larger audience of network connections. eMarketer estimates US advertisers will spend $3.1 billion this year on video ads, up from $2 billion in 2011. By 2016, $9.3 billion in online ad spending will go toward video.”

There’s no better time to get started with online advertising with video. If you have content that will make folks giggle, then let’s get the camera out and produce something great.

Video for Mobile Devices

video-mobile-1If you think about it, it’s almost science fiction… To think that we can consistently, successfully, and frequently watch high quality, engaging, and useful video on your phone or other mobile devices. I mean, when I was a kid that was something only Captain Kirk could do.

Yet, here we are and the mobile phenomenon is changing the landscape of advertising, marketing, web development, video production, etc. Businesses and creatives are having to change the way they do things. It’s an exciting time. It’s also a competitive and challenging time. Traditional mediums are decreasing in effectiveness and now, more than ever, content is king. Content, your message, and the way you deliver your message are of significant importance and here’s why…

It’s a well known fact that it’s important to think about your message and communicate it in a creative and memorable way… a way that’s tailored and targeted to your audience. And everybody knows that attention spans in the Internet world are short. You’ve got to be on your game. That’s not news. But when you add mobile to the equation, you’re presented with a new dynamic. People are consuming your content from more places and in a much different way than before. It’s becoming the norm—wait, it IS the norm—and users are finding that the mobile experience fits their lifestyle. They want more of it and they expect more.

eMarketer estimates that by 2016, more than 110 million Americans—or one-third of the total US population—will watch video content on a mobile phone at least once per month. This year, just under 20% of the population, or 25.2% of US mobile phone users, are expected to watch mobile video monthly.

To compete in this realm, you’ve really got to think about your content and how you’re delivering it. Websites need more sophisticated navigation systems and your website must be responsive. And clearly, you need video content. It’s what people want.

The content you’re putting out there must be engaging and relevant and custom video production for mobile devices can be the best way to go.