This study asked marketers to forecast how brands can use web video to create value and build awareness on rapidly growing social media sites. Among top Social Media sites like MySpace and Facebook, internet video has seen huge growth over the past year. Among the findings and insights, the study reveals how video infotainment funneled through leading online social media platforms can create viral "Superbrands." -Brands can piggy-back on the meteoric rise of social communities by "socializing" video content -- creating short, entertaining clips that audiences can easily share on Twitter and Facebook -Socialized video content can help a brand slip into a consumer's buddy list sideways by offering addictive, informative experiences -Videos that entertain, help people solve problems or make the web a better place are valuable currency in social communities -Superbrands are participating in the conversation every day by creating humorous, informative, addictive video content experiences - and not just on Superbowl Sunday For more information visit: www.videasa.com/survey

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video for websites and beyond
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2. The guy in the office cubicle is coping with stress by seeking
out entertaining videos on YouTube and then sharing them with
his buddies on Facebook and Twitter – so the idea is to market
to that need.
– Phillip Underhill
Executive Creative Director, Videasa
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3. THE FOLLOWING CONTENT IS AVAILABLE UPON REQUEST:
SURVEYTEAM@VIDEASA.COM
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4. 4
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5. For starters, we almost canceled the project. After we watched America’s first YouTube presidential
all, YouTube and the mega-research firms were election unfold, we were floored by the number of
cranking out daily news releases with data that online video clips that were appearing in television
proved online video was important. That it was big. news broadcasts.
That you could not escape it’s influence. Sigh.
The “Crowd” (some of us included) apparently
It was on election day, November 4, 2008, that we produced more content than the campaigns and
decided to move forward with this study. As news organizations combined. Suddenly, Americans
had a user-generated alternative to mass media
political coverage.
We were faster. We were more entertaining. We 76.8 percent of the total U.S. Internet
audience viewed online video (January
were honest. We were undeniable. 2009).
The average online video viewer
No, we did not need any more proof that online watched 356 minutes of video
(approximately 6 hours), up 15 percent
video was important. But what remained versus December.
unanswered was critical to our future as an online 100.9 million viewers watched 6.3
billion videos on YouTube.com (62.6
video content agency. If the Collective Content videos per viewer).
Generation is viewing and uploading millions of 54.1 million viewers watched 473
million videos on MySpace.com (8.7
video clips everyday on just about every subject videos per viewer).
under the sun, how should marketers respond? The duration of the average online
video was 3.5 minutes, up from 3.2
minutes per video in December.
Thus, we decided to ask marketers to forecast The duration of the average online
video viewed at Megavideo was 24.9
ways in which online video could be used to reach minutes, higher than any other video
and influence the 150 million people who watch an property in the top ten.
average of 96 online videos every month .
ink
bl
we
The response was tremendous. The insights were
ground-breaking. The business case lessons and
corresponding recommendations could save the
average marketer thousands of dollars and reduce
the learning curve by several years.
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6. “Web videos can help a brand slip into a consumer's
buddy list kinda sideways by offering something in the
way of entertainment or helpful information that does
not smell like a sales pitch - and may hardly mention
the product or service the brand sells.” –New York City
There are many reasons why online way to increase productivity, it can be
video is popular: bandwidth and understood in terms of facilitating
t e c h n o l o g y d r i v e r s a s i d e , i t ’s social interactions. From this frame of
informative, entertaining and easily reference, humans (not consumers) are
accessible at home, work and on the exploring new forms of self expression
road. We have created buzzwords like and new forms of community.
“video snacking” to describe its place
in the ad-avoiding, time-shifting, All of this of course, has immediate
screen-shifting, on-demand, user- implications – which brings us to the
centric digital ecosystem. All certainly heart of this research: people are
valid when analyzing human behavior demanding content that is contextual,
through the lens of technology. mobile and entertaining enough to be
shared with friends and co-workers in
Perhaps of greater use to marketers is any one of the multiple social
understanding how online video fits networking spaces they visit, create
into today’s social context. This and/or maintain.
requires a different perspective.
Instead of viewing the internet as a
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7. The economy is a key driver of content
consumption among today's on-demand digital
consumers.
Marketers overwhelmingly agree that audiences
are attracted to entertaining video clips that
provide an escape or resolve an immediate, vexing
need.
For audiences seeking an escape, video clips that
serve up humor and/or feature outrageous,
scandalous or tantalizing stories quickly achieve
conversation status in social networks.
For the person determined to solve a nagging
problem, video is the perfect on-demand remedy;
delivering the resolution with an entertaining or
unexpected twist can increase replay and word of
mouth propensity.
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8. The message has been flattened and is no longer Popular web videos are today’s new Superbowl
static. commercials - except they happen every day in the
form of short, entertaining video clips.
The New York Times is no longer 'the' mass media
authority on news, politics, culture and The players - the Superbrands who reach great
entertainment. Brands are no longer the single conversation heights online and offline - have
mass media source of information about its procured the talent and resources necessary to
products and services. generate branded video content that people talk
about, share and recall favorably.
Today, consumers exert significant influence over
the publishing and distribution of content once Superbrands have evolved to provide on demand
dominated by media giants, content kings and service in an ultra-mobile economy where the
advertisers. divisions between home, work and play time has
condensed or permanently altered.
The Age of Wikipedia has arrived and the
Collective Content Generation has seized control of Superbrand marketers understand that consumers
the content, the message and the opinions in a don't have a short attention span; they have a
manner so disruptive as to only be described as short attention span for the perfectly crafted, dull,
the democratization of media. self-centered sales-pitch.
People want less advertising and more service; Superbrands fully comprehend the reach and
self-serving ad spots devoid of infotainment will impact that one short, catchy video clip can have if
fall short of potential marketing objectives. it catches the attention of an active member of an
online social network.
In a flat world, people want something relatable
not aspirational, something to talk about by
reaching out and connecting on common ground.
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9. It’s not a television; it’s a
52-inch digital display.
– Washington DC
Marketers are increasingly aware that consumers are
quickly accessing much of the same content on their
television, personal computer and mobile smartphone.
The most significant disruption that will occur in 2009-2010
is the realization by most consumers that their flat screen TV
is not a TV at all; it’s an LCD computer display that can
easily be connected to a small computer like the Mac Mini to
access huge amounts of entertaining content.
Marketers are largely unnerved by the pace at which
consumers are time-shifting, location-shifting, screen-
shifting and generally untethering content from the devices
and channels they were originally designed for.
Consumers are demanding content that is contextual, mobile
and entertaining enough to be shared with friends and co-
workers in any one of the multiple social networking spaces
they create and maintain.
Outgunned and outpaced, Superbrand marketers are
creating content in the form of infotainment that users can
access and re-distribute on-demand.
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10. This project was a two-phased websites. Questionnaire participants
research study, which included a were randomly selected from a
quantitative online questionnaire and nationwide database of 19,000
qualitative online interview. The study marketing professional and generated
surveyed a total of 409 respondents in a 1.2% response rate.
December 2008 and January 2009.
Interview participants (n = 181) were
For the online questionnaire, 19,000 US selected via an online recruitment
marketers were polled in December process targeting senior-level digital
2008 and January 2009 to gain insights marketers in Seattle, San Francisco,
on the drivers of video content Los Angeles, Houston, Chicago, Miami,
consumption from the brand Washington DC and the New York City
marketer’s perspective. Given the vicinity. Interview respondents were
current economic climate, we framed asked to formulate predictions on how
attitudinal and intent questions in web video would be used based on
terms of online video’s ability to (1) current trends in online video
attract prospects and (2) increase marketing and greater social and
revenue on corporate and third-party cultural trends.
SURVEY LANDSCAPE: DIGITAL MARKETING HOT-SPOTS
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11. 11
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12. 80%
“Our brand can repurpose content
made by online users”
77%
“Video clips on our website can
increase sales”
71%
“With the right kind of video, we can
turn YouTube into an effective sales
channel”
84%
“2009 is the year for online video”
19,000 US marketers were polled in December 2008 and January 2009 to gain insights on
the drivers of video content consumption from the brand marketer’s perspective. Given the
current economic climate, we framed attitudinal and intent questions in terms of online
video’s ability to (1) attract prospects and (2) increase revenue on corporate and third-
party websites. Questionnaire participants were randomly selected from a nationwide
Question 1 Question 2 Question 3 database of 19,000 marketing professional and generated a 1.2% response rate.
12
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13. 80%
“Our brand can repurpose content
made by online users”
77%
“Video clips on our website can
increase sales”
71%
“With the right kind of video, we can
turn YouTube into an effective sales
channel”
84%
“2009 is the year for online video”
Strongly Disagree
Disagree
Don’t Know
Agree
Strongly Agree
19,000 US marketers were polled in December 2008 and January 2009 to gain insights on
the drivers of video content consumption from the brand marketer’s perspective. Given the
current economic climate, we framed attitudinal and intent questions in terms of online
video’s ability to (1) attract prospects and (2) increase revenue on corporate and third-
Question 4 Question 5 Question 6 Question 7 party websites. Questionnaire participants were randomly selected from a nationwide
database of 19,000 marketing professional and generated a 1.2% response rate.
13
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14. tm
video for websites and beyond
Videasa is a digital video content agency that produces and
distributes viral videos, webisodes, mini documentaries and
infotainment for both blockbuster brands and savvy start-ups
looking to cut costs and increase revenue. By bringing together
viral marketers, studio professionals and experienced web
content producers, Videasa is able to offer marketers a
highly efficient set of resources and services for today’s evolving
media landscape. With expertise and focus that falls outside of
the competency of the traditional digital agency, Videasa is able
to offer businesses targeted video content solutions
by harnessing the power of user generated video content to
create brand value and gather consumer insights.
Delphine Amato
Communications Director
Office: 888-883-1301, ext. 710
Mobile: (516) 472-8857
delphine@videasa.com
14
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15. Videasa is a digital video content agency that produces and
distributes viral videos, webisodes, mini documentaries and
infotainment for both blockbuster brands and savvy start-ups
looking to cut costs and increase revenue.
By bringing together viral marketers, studio professionals and
experienced web content producers, Videasa is able to offer
marketers a highly efficient set of resources and services for
today’s evolving media landscape.
NEW YORK, NY LOS ANGELES, CA VIDEASA SALES VIDEASA STUDIO
1318 Madison Avenue 350 Wilshire Blvd. Terry Mullin Sue Kim
New York, NY 10128 Beverly Hills, CA 90211 terry@videasa.com sue@videasa.com
888-883-1301 323-908-2317 888-883-1301 X701 212-600-0743
tm
video for websites and beyond
15
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