Video Internet Marketing
Video Internet Marketing will be a significant trend well into 2009, with 70% of ad agency executives increasing their budgets. What makes online videos so appealing? What are people watching? And what are the difficulties with pursuing such a strategy?
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Video Marketing Trends
Video Internet marketing is taking the online world by storm. In 2006, Burst Media studied the online activities of 2,600 respondents and found that an astounding 7/10 people actively view video content on the web. Furthermore, two-thirds of those who view video content online said they do so at least once a week. Males 18-24 were the biggest consumers of online video content, with a third viewing daily. News clips were the most popular videos, followed by movie trailers/advertising, comedy, music, TV shows, entertainment news, instructional how-to videos, political and cooking videos.
Burst Media found that video Internet marketing was even more relevant in their 2008 study. Now more than half of all 55+ senior citizens say they watch videos online too. Young viewers are scouring the Internet looking for music, comedy, entertainment and movie trailers, while those 35+ overwhelmingly arrive online in search of news clips. The study emphasizes the need for marketers to reach their audience in non-intrusive ways that entertain and inform, rather than just bombard them on third-party sites.
Viral Video Marketing
Viral video Internet marketing ads have proven to be more effective than static online ads (DoubleClick, 2007) and more effective than offline TV ads (ReelSEO, 2007). With more than 155 million video viewers, video Internet marketing has the potential to reach a great audience – and marketing execs are well aware. A new report from the Feed Company revealed that 70% of ad agency and media buying executives plan to increase their budgets for viral video marketing in 2009. “The State of the Internet Marketing Industry 2008″ report says that businesses, on average, plan to increase their video marketing spending by 55%. In all, $962 million will be spent on video marketing this year, even though this only comprises 2.36% of total online advertising. In a nutshell: to remain competitive, businesses must add video Internet marketing to their agenda.
Two of the hurdles that come with video marketing include: the difficulty of benchmarking / measuring progress and the need to promote those videos actively. First off, even given the statistics, it’s unclear how one will evaluate success: is it one million views? Is it 500,000 or 250,0000 views? Is it increased web traffic? Is it a certain percentage of sales? Also, more than half of those surveyed who said they’re increasing their video budgets next year say that there needs to be better tracking.
Video Marketing & SEO
Secondly, for a new marketing campaign, having a great video can open up a while new can of worms, requiring marketing experts to then reach out to a variety of sites, optimizing keywords and studying efficiency. While this can take up a lot of time for the average business exec, it is part of the focus for a video Internet marketing / SEO expert. For established businesses focusing on long-term growth and increased “buzz effect,” video Internet marketing is an important part of that strategy.