It seems like a match made in heaven; moving images and the web – the most exciting, engaging, emotional medium delivered by the most widely used channel.
Yet many marketers seem slow to take up this new challenge – why? Three main factors seem to be applying the brakes; marketers seem to be slow in recognising the astonishing growth of video browsing – particularly on mobile devices; organisations seem wary of creating new video assets; and finally, extracting the full value of video requires an integrated approach which is more strategic and less tactical.
Let’s take these one at a time. New Media Age predicts that by 2013, video will account for no less than 90% of all internet traffic – and that this traffic will be primarily through mobile devices. The BBC’s iPlayer makes a good example of video growth online, with 81% growth year on year reported in March. Meanwhile in the US, Nielsen predicts that sales of smartphones will actually overtake feature phones by Q3 this year. Of course, mobile browsing, is hungry for bandwidth, so it’s interesting that the US seems to be embracing 4G technology with it’s much faster download speeds. In fact T-Mobile has announced it intends to double the speed of it’s 4G network in 55 different markets, and is launching a further 25 4G devices in 2011.
So if the means to watch video is growing like topsy, what about the growth of content? It is a truth universally acknowledged that content is king online. And yet many organisations appear stuck in the old world thinking, where video production is slow and expensive. The fact is that today’s HD video cameras are light, relatively inexpensive and easy to use. Whilst the ability to edit video has been truly democratised by simple applications like iMovie. You can even edit films on your smartphone using apps like Viddy and BlipSnips! And of course, as online video will only be seen at 72dpi, the need for high end, expensive editing solutions has disappeared.
Of course, having the technology to produce video assets isn’t the same as having the talent to direct, write and edit compelling films. Badly made and dull videos won’t be watched any more than badly written ads aren’t read.
Which leaves the strategy behind the video – truly the first and most important issue to address. What are you trying to achieve, who are your audience and how will your video reach them and move them? It is simple to merely post your films on youtube, but that’s no strategy. However if you can use video to reach your audience…if you can engage them with a vibrant and compelling film…if you can integrate that film with on- and offline campaign elements…if you tie that film to a clear and measurable action…then you have a powerful approach well suited to a fast-changing world.
You can see WPN’s latest online video content for pdsa here.
