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Video In Rich Media Ads More Likely To Lead Customers To Purchase

June 29, 2009 By 1 Comment

Rich media with video drives success more than four times that of Flash according to a  new report from DoubleClick and Dynamic Logic. This is just one of many findings detailed in a survey commissioned by Google that looks at the impact of ad format selection on branding results.

According to the reserach, online ads using audio and video achieve a greater impact on Brand Awareness at a lower frequency exposure frequency than other standard online ad formats. In fact, exposure to audio/video ads increases Brand Awareness by 10.0 percentage points.

Exposing viewers to ads containing video also increased the ‘favourability’ of the brand. Viewers perceptions of the brand were more positive simply because of the presence of video – as compared to static or animated flash ads.

Video ads also had significantly higher (aided) brand awareness scores compared to other rich media and static ads.

Bottom line – the study indicates that people who see video in a rich media ad are more likely to make the purchase – compared with static images or flash animation. Considering the prevalence of non-video based ads on the web this study should be a wake-up call to agencies who continue to build static web-based ads for their clients.

Filed Under: General, Marketing with Video, Video Marketing Tagged With: , ,

Intel video rocks!… and then doesn’t

June 15, 2009 By Leave a Comment

Intel hits it out of the park with the first video. It’s cool. it’s clever, it’s funny… it rocks. Good for Intel (and their agency).

It is extremely difficult to reposition your brand. The market decides who you are, what you represent and it takes a tremendous amount of effort to change those perceptions. Whatever you may have thought of Intel before, this first video does a great job of 1) Telling the world that Intel is filled with a whack of very smart people – no surprise there, but still a good reminder and 2) Positioning Intel as a pretty cool company.

And then there’s  the second video…

Here’s the thing – if you want to be cool, you have to be cool consistently. (i.e. Apple).  You can rationalize how unrelated the two videos are but they both use the same theme – rock music – to promote the company and they coexist on the same YouTube Channel, obviously intended for a general audience.

So which one represents the real Intel?

Filed Under: General Tagged With: , ,

You should be adding video to your email marketing activities

June 11, 2009 By 1 Comment

 

Email Icon on Computer Keyboard

 

 

 

 

 

 

 

A number of recent reports (see links below) are claiming that adding video to your email is a great way of increasing the effectiveness of your email marketing program. Currently the best way to add video to an email is to include a graphic (screen capture) in the email that looks like a video player and that links through to video hosted on your site or elsewhere. There are other options to actually include video within your email but these methods are not consistent, easy to implement or proven (see links below for more detail).

Anecdotally, the evidence is very encouraging:

“When not linking to video his click through rate is between 20-27%…when linking to online video it’s consistently between 51-65%”

 “… a screen grab was clicked on more than 5 times as often as the text link.”

“Linking to video doubles click through rate”

“ another example, Eric Guerin reported a 175% increase in clickthroughs when video content was included in his company’s email”

 Bottom line, if you have have video assets you should be testing them in your email marketing campaigns.

 

 Articles and Reports on Email Marketing with Video:

http://www.getelastic.com/embedded-video-email/

http://www.email-marketing-reports.com/iland/2009/03/video-email-current-practices.html

http://www.smartmarketmovie.com/eric/videos-email-marketing-campaign/

http://stylecampaign.com/blog/?p=36

 

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Filed Under: General, Marketing with Video Tagged With: , ,

New GM video – a bad way to (re)start

June 2, 2009 By 1 Comment

“This is about getting down to business. Because the only chapter we’re focused on is Chapter One.”  What a load of crap! Do advertising writers really believe that cliches and slogans are the most effective way to communicate?

You missed ‘electric’, ‘efficient’, ‘quality’ and many other important ’trends’,  you’ve mismanaged one of the world’s largest and most important companies and now you are in bankruptcy protection… so what do you do?

You release a cliche riddled, generic video with predictable imagery that promises a ‘new beginning’, a’ fresh start’. The only thing missing is the waving flag and Bob Seger music. {Note, I watched the video again after posting and realized there is a waving flag, my bad.} 

This is a watershed moment for GM and its advertsing agency and yes, one day after bankruptcy filing is very early in the game, but if GM wants to signal that things have truly changed then the first signal to the market should be in it’s advertising/PR. This one minute ad could have been created five or fifty years ago, for any company. There is nothing genuine, informative or interesting in this video, nothing to signal to the world that things really are changing – it’s just more of the same.

GM will emerge from bankruptcy protection – it has to. It will be smaller and will have blown out many of the questionable lines it once supported. It will be leaner and perhaps meaner. It will also have to start communicating in a very different fashion. Informative may be a good place to start. Honest is good too. Inspiring would be ideal if that were possible.

Note: Blocking comments on YouTube is also a really bad start.

Filed Under: Corporate Video Examples, General, The Effect of Video on Your Brand, Video PR Tagged With: , , ,