For me it was the difference between catching the bus and being late for work this morning! How about $4.5 million dollars, what would you buy with that? Your dream house, a sports car (or two), a private island – or how about a 30 second Super Bowl commercial?
In the traditional media planning world, when a brand and agency work together to create a media schedule, they focus on considerations such as their selection of specific TV networks, radio stations, print publications and websites. Target audience, reach and frequency are major drivers here, but so too is content. At best they get a specific understanding of the context of where their creative will appear e.g. slots around or during specific TV shows, and at worst for the likes of TV “direct-response” campaigns they get a solid understanding of the specific TV networks where their ads will run, with full knowledge of the genres of content and programming.
It is fast becoming clear that the future of digital media, marketing and advertising is online video. In a recent study Animoto discovered that 64% of viewers find it helpful to watch videos to learn more about companies, a significant 96% find videos helpful when making purchase decisions online and 58% considered companies that produce video content to bemore trustworthy. But exactly why is it that video is so much more powerful and persuasive than images and text on a page?
When asked this week what the leading topic of conversation would be for the Huffington Post Media Group a year from now, editor-in-chief Arianna Huffington answered “Much more video – long form, short form – and much more on mobile.”
In 2013, Marketers are aware that online video is king. Video not only increases SEO and Search ranking, but it also boosts brand favorability and purchase intent. In fact, according to Comscore in 2010, consumers who view a video online are 64% more likely to convert to purchase than those who didn’t.