11 BILLION VIDEO STREAMS

7 out of 10
Number of your customers watching online video

The average
monthly traffic in
2014 will be
equivalent to 32
million people
streaming Avatar in
3D, continuously
for the entire month

It would take over two years to
watch the amount of video that
will cross global IP networks
every second in 2014

It would take
72 million years
to watch the amount of video
that will cross global IP networks
during the calendar year 2014

Million-dollar Idea?

$1.65B Idea???

It all started on April 23, 2005

8:27PM

“Me at the Zoo”

Google buys YouTube
$1.65 billion

User-Generated Content

Engagement

Online Video

"There was a time when music videos were purely
promotional, and that was fine when people were
buying music. Now they're no longer promotional. We
sell advertising in and around them at a premium.
Instead of being a marketing expense, videos can be
a profit center."
NEW YORK TIMES, 5.13.2010

Video Changed
The Music Business
Video Killed the Radio Star
Internet Killed the Video Star
MTV - Music Video - Reality Shows - Web
OK Go, Here It Goes Again, This Too Shall Pass

Music Isn’t The Only
Business Changed By Video

Today’s Marketer

Marketer

Distribution Metrics/Optimization
Technologies Utilization as marketers
Storytelling techniques Human Behavior

WHY VIDEO?
67% identified online video as a primary focus of their 2009
digital marketing campaigns
52% planning the launch of an online video project by the
second quarter 2009
Brand awareness was cited by 71% of respondents as the
foremost value of online video, followed by lead
generation (47%), customer retention (44%), and
customer conversion (41%)

WHY VIDEO?
Search optimization
Video is 53x more likely to appear on first SERP than text pages
(Forrester Research study)
Purchase rates
“Brands using online video have seen lifts of anywhere from 20% - 40% in terms of
incremental buying with online video and rich media over other ad forms.” (Comscore)

WHY VIDEO?
Blended distribution (online video can be deployed across multiple channels
simultaneously garnering significant targeted viewership)
Video ties well to lead generation strategies
Engaging way to feature product tours, case studies and contextual stories
Offers ideal opportunity to demonstrate complexity in products or features,
and reduce down to a simple and digestible narrative

NAVIGATE VIDEO CONTENT

Objectives
What business and marketing goals must you attain?

A great brand is
like a great song

Brand Groove™

Style: informative, casual, fun and exciting.
Expertise: experts in creative technologies.
Integrity: creative yet powerfully simple ideas.
Vision: continue to fuel the creative spirit through technology.
Trends: they are the trend.
User Experience: intimate and approachable.
Competition: wide, fierce and continually changing.
Audience: creative people who want technology to get out of their way.
Apple® Brand Groove™

Expanding Role of Video
Lead generation
Communication of key brand messages
Product introductions
Sales
Enhancing the online shopping experience
Customer service

LEAD
GENERATION

Rhode Island School of Design
RISD president John Maeda consistently uses video to express the uniqueness of school
and engage with a broad range of audiences

Rhode Island School of Design
Vimeo is used to feature student work and provide a unique view into RISD for
prospective students

BRANDING

LONG-FORMAT BRANDED ENTERTAINMENT
Focus on enhancing connections with the
brand through display of it’s experience

PRODUCT INTRODUCTION

CISCO’S ASR 9000 router
The launch campaign focused around a humorous video about a bumbling tech
reporter:
Interestingly, Cisco CEO John Chambers is featured in the video
The launch strategy included deployment across a focused and supporting
range of platforms that each offered additional content including a blog,
Facebook group, Twitter, YouTube and a preview launch site including
interactive video.

SALES

Use of video by online retailers in December 2009
68%
18% Use of video by online retailers in December 2008

Simon and Schuster
Interesting use of video and
other platforms by book
publisher allowing the audience
to get to know authors through
interviews and other features.
Goal: put a face to the books;
give personality to the
publisher; create a personal
connection that ideally
shortens the sales cycle.

ENHANCE
ONLINE
SHOPPING

Target®
Use online video to promote branded cookware by Giada Di Laurentiis

PFI Western
Use video to not just
augment but “transform the
retail experience across
channels”
Integrated with television
show “Shopping Western
Style” on RFD-TV & an
online lifestyle magazine
FAQs submitted and
featured as ‘TV’ content

PFI Western
Also using video to introduce
promotional contests and solicit
user-generated video

CUSTOMER
SERVICE

Wacom
Extensive range of videos provide
product support/answers to FAQ’s,
product information and user case
studies

Metrics of Video

Metrics of Video
All major search engines now include video
Video content is weighted higher than text
YouTube processes 1 billion more searches
per month than Yahoo!
VSEO relies upon well crafted metadata

Ogilvy’s PPI™
Number of conversions Post-Play Interaction
Engagement after conversion
Sharing/social activity
Comments

Ogilvy’s PPI™
Push Social Behavior
- Sharing
- Gaming
- Blogging
Push Commerce Behavior
- Buy something
- Sell Something
- Save something

MK In-View Content Chains
Embedded content player
Reach, link
Deeper dive to additional content

Video Trends

Video Trends
A Wall Street Journal article in June, 2010 noted
that consumer online video viewing habits are
shifting from daytime to evening
Longer-format branded entertainment
Branded content migrating online

MOBILE ADVERTISING

TECHNOLOGY
HTML5
Apple’s iPad only supports HTML5 video (and not
Flash)

TECHNOLOGY
High quality video is becoming more accessible
New HD digital camera from Olympus used to shoot their television commercial:
Cannon 5D/7D

KEYS TO SUCCESS IN
LEVERAGING VIDEO IN
BRAND MARKETING

WHAT NOT TO DO…
Worst practices in online video per Forrester Research include:
Isolated experiences
Videos disconnected in a separate section, not placed contextually
with related content and text
Obtrusive experiences
Pop-ups or auto-play, particularly with sound and/or when it interferes with
expected navigation
Barricaded experiences
Requiring downloads, registration or sign-in before viewing

CHECKLIST FOR ONLINE VIDEO USE

Maximize traffic to videos
Optimize video for search
Distribute video across the web
Add content to the Web page
Reduce video load time
Enable video sharing

RECOMMENDATIONS FOR VIDEO USAGE
Clearly identify (multiple) business and brand goals to be addressed and the
role video can play
Ensure content strategy is well-grounded in brand messaging - Brand
Groove™
Effectively integrate videos with other marketing and social media efforts

It’s probably time to dip your toe in the water.

CONSIDER US A RESOURCE
Morsekode.com
Mark@Morsekode.com Joe @Morsekode.com
952.853.9555