Keys to success in branded video ... and more?

The Digital Marketing Magazine has published an article this morning revealing the secrets to succeed in the online branded videos space. Recognizing that this market is set for tremendous growth over the next four years (from $500mm in 2014 to more than double that number in 2018), it becomes increasingly critical for corporates to do it right. Together with the advantages of online video advertising – interactivity, personalization, targeting – come also the complexity of mastering the skill of producing successful branded videos before the consumer clicks, taps or swipes away.

Appropriate targeting – Marketers must pay extra attention to designing the online video in a way that pinpoints its audience and addresses the right behavioral patterns. Multi-channel availability and consistency is important.

Length – The key trade-off here is to make the right choice between a 20 seconds video vs. a three minutes video. While the shorter versions have a higher completion rates, longer ones are better for conveying more complex messages to your audience. Marketers must know at which phase of the sales funnel they wish to address the targeted consumers

Interactivity – This is the key advantage compared to traditional TV advertising. Because  it increases engagement, awareness and message association, it should be at the top of the list.

Frequency – Given the fact that it is more complicated to control how often a single user sees a video across channels and websites, brand fatigue and indifference due to overloading should be the advertiser’s biggest fear.

But is online video advertising merely the future substitute of TV advertising? Or is there value on top of the traditional advertising objectives? Disney definitely thought differently as it acquired Maker Studios, a top Youtube Network back in March 2014. On top of having a preferred access to this distribution channel, ownership of the behavioral data also came into play

http://digitalmarketingmagazine.co.uk/articles/branded-video-secrets-to-success/1048

http://mashable.com/2014/03/25/disney-places-a-bet-on-mobile-and-youtube-with-maker-acquisition/