After doing a month and a half North American tour of just about every imaginable entity within the digital advertising ecosystem, from mobile advertisers to social media agencies and industry conferences, I have come up with this conclusion. Every year since 2006 has been "the year of mobile," but 2012 will be the "year of video." The idea that storytelling is the most important marketing trait since message clarity; mixed with higher engagement and consumer immersion; with a touch of incongruency between online video ad share and consumer time spent makes for the perfect mix of traits to bring about the video revolution.
You might ask, "Therran, with so much fragmentation and clutter how can we take advantage of this video revolution of which you speak?" Great question, I would say. I have three ways I think it would be smart to take advantage of video that can drive some true brand engagement.
1. Create a Brand Channel
Brand Channels can really help you create/sustain/grow your brand voice with consumers. Now that smartphones support video platforms like YouTube and there are screens literally everywhere, having a Brand Channel is almost essential. For example, McDonald's is creating completely original content (not all commercials) and playing it on a loop via in-store televisions. Sounds like an idea that brands or OEMs could copy to place original brand defining content into their dealers' stores. Rather than playing CNN News in your service lounge, how about original content straight from the manufacturer that can hold the attention of the consumer, mostly related to other topics like art, culture, travel, and nightlife interspersed with branded commercials and announcements.
Photo courtesy of the LA Times
2. Storytelling is Asynchronous
Users can generate content. There, I said it. This is the truth of the world we live in. Let's get over the fear and angst of this and embrace it so we can take advantage of it. What better way to do that than by introducing an idea via video and asking your customers to further the story in some way? Get them involved and acting as a creator and advocate of your brand all at the same time! Earlier this year, I highlighted Nissan's efforts to prompt users to send in content about why they love their Juke. It's really easy to shoot a quick video now, with in-laptop cameras and video enabled smartphones making for an easy entrance into the field of video creation, we'll see a proliferation of asynchronous stories that engage consumers. Look at what happened with this rendition of Toyota's Swagger Wagon videos. While it didn't further the story, they sure kept the story going with over 15K video views to date. Notice, as well, the car in their remake isn't even a Toyota!
3. Target Videos Effectively
Video targeting is still in its infancy. However, there are some great platforms and networks to help you reach your audience online. I like TidalTV, BrightRoll and Tremor Video to name a few. Plus, they have access to Polk segments, so it's very possible for you to target based on automotive characteristics (shameless plug). Since video is so sticky and immersive, I would finally suggest utilizing a verification system like DoubleVerify to make sure that your videos are showing up when and where they're supposed to when not on your own properties.
Now, go forth and create sticky, engaging and asynchronous content for the masses to follow and enjoy! If you're left behind don't say I didn't tell you so. What are you doing to prepare for "The Year of Video?"
Posted by Therran Oliphant, Product Strategist, Polk (10.20.2011)
You might ask, "Therran, with so much fragmentation and clutter how can we take advantage of this video revolution of which you speak?" Great question, I would say. I have three ways I think it would be smart to take advantage of video that can drive some true brand engagement.
1. Create a Brand Channel
Brand Channels can really help you create/sustain/grow your brand voice with consumers. Now that smartphones support video platforms like YouTube and there are screens literally everywhere, having a Brand Channel is almost essential. For example, McDonald's is creating completely original content (not all commercials) and playing it on a loop via in-store televisions. Sounds like an idea that brands or OEMs could copy to place original brand defining content into their dealers' stores. Rather than playing CNN News in your service lounge, how about original content straight from the manufacturer that can hold the attention of the consumer, mostly related to other topics like art, culture, travel, and nightlife interspersed with branded commercials and announcements.
Photo courtesy of the LA Times
2. Storytelling is Asynchronous
Users can generate content. There, I said it. This is the truth of the world we live in. Let's get over the fear and angst of this and embrace it so we can take advantage of it. What better way to do that than by introducing an idea via video and asking your customers to further the story in some way? Get them involved and acting as a creator and advocate of your brand all at the same time! Earlier this year, I highlighted Nissan's efforts to prompt users to send in content about why they love their Juke. It's really easy to shoot a quick video now, with in-laptop cameras and video enabled smartphones making for an easy entrance into the field of video creation, we'll see a proliferation of asynchronous stories that engage consumers. Look at what happened with this rendition of Toyota's Swagger Wagon videos. While it didn't further the story, they sure kept the story going with over 15K video views to date. Notice, as well, the car in their remake isn't even a Toyota!
3. Target Videos Effectively
Video targeting is still in its infancy. However, there are some great platforms and networks to help you reach your audience online. I like TidalTV, BrightRoll and Tremor Video to name a few. Plus, they have access to Polk segments, so it's very possible for you to target based on automotive characteristics (shameless plug). Since video is so sticky and immersive, I would finally suggest utilizing a verification system like DoubleVerify to make sure that your videos are showing up when and where they're supposed to when not on your own properties.
Now, go forth and create sticky, engaging and asynchronous content for the masses to follow and enjoy! If you're left behind don't say I didn't tell you so. What are you doing to prepare for "The Year of Video?"
Posted by Therran Oliphant, Product Strategist, Polk (10.20.2011)
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