Integrating online video: Who’s streaming what…

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In a recent eMarketer article, a study indicates that nearly half of online video viewers were likely to watch news clips or music videos. The study was conducted by InsightExpress for advertising.com. It included 500 adults ages 18 and older.

So does that mean that B2B marketers would do well to set their marketing messages to music or in the form of a news clip? It depends. I can see this playing out in two ways…

One, let’s say your product or service involves a technological breakthrough in the life sciences area, then why not advertise or sponsor a newsclip for a show/network that covers the life sciences area. A second option could be to create your online video in the format of a news brief. i.e. “This just in… major scientific breakthrough yields…” (It would be the video equivalent of an advertorial.) And post your online video/pseudo news clip to your company website or as a banner ad on other complementary websites.

As for music…
Well, depending on your audience, it might make for interesting content that’s almost certain to break through the clutter. But think about your message and your target audience. I have a client whose innovative raw material is used to make high-end polymer guitars that have a unique tone of their own. Why not sponsor an online video with a band using guitars made from the innovative material. That’s an engaging way to get your point across.

With all the talk about media fragmentation as a negative, it could actually be a positive. If you’ve done a good job segmenting your audiences and have a strong message, the right online video could make a difference in getting their attention.

Related Posts:

» B2B Lead Generation Just for Fun...
» 146 million people viewed online video... is it part of your B2B marcom mix?
» One Tactic Every B2B Marketer Should Use...
» Online Video Boosts White Paper Conversions by 76%!
» Online Video (Webcasting) Seven Tips to Engage Your Audience


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