Saturday, May 17, 2008

The on-line video momentum

Nowadays video advertising represents 10.2% of the total on-line advertising US annual spent. In the year 2012 will represent 18.5%. (eMarketer)

Youtube is the third most visited site on the Internet but it is not the only video platform on-line. Yahoo! Video, Y! News, Y! Music, MySpace TV, Adweek TV, Hulu, etc... You can find now almost every TV content on the Internet. The users are generating more content everyday and you can find also Internet exclusively video productions. There are millions of videos about different topics in almost every languages.

The video streaming technology is enough to deliver a reasonable video experience, and the excellent broad band penetration in almost all the world are the two most important factors to ensure the audience capability to see video on-demand through their PCs, phones or portable WiFi devices.

So... we got the content and the audience. The audience is engaged to this kind of format, but what are they watching?
eMarketer published on February 2008 some interesting data about this:
61% of the users watch videos related to news and current events; 57% comedy videos (jokes, bloopers, etc), 51% movie trailers, 49% music videos, 44% TV shows (previews of full shows), and 39% user generated content.

This is not incredible. The TV is the most popular media and now you can access through the Internet the same format, more content, on-demand and anywhere. The video on the Internet is here to growth and it's becoming a popular advertising platform too.

There are many ways about how to use video on-line. Marketers can create video content to facilitate the communications with their target audiences or they can also sponsor other producers content, like music videos, news, etc. This are not the only ways about how to use video on-line to advertise a brand.

Keshot ( is a great way to sponsor the users generation of content. I don't mean you can sponsor the user generated content, but the user's content production.
Through Keshot you can motivate a user to click a screen in an environment related to your brand, where you install a Keshot machine and they can create, tag, promote and publish their own content. The brand is not only sponsoring the process, but the user's video has also brand presence or related ads.

Today few brands are trying to motivate the users generation of content related to them, but another great way to be there and increase the number of participating consumers is to sponsor the production process.

What could happen if a pharmaceutical company install a kiosk like this in a Medicine School and the students can publish thesis, questions, answers or request another kind of help related to an specific topic like diabetes or cancer? The brand will be on the kiosk, the content pages, the e-mail to the user's friends and 5 seconds before the video.

Or what would be the impact for a hotel brand like Hilton or Hyatt, if they install this kind of machines at specific spots of their hotels. The guest can send free messages to their friends and family members, sponsored by the hotel. The hotel can display different offers and promotion ads, based on the viewer's location.

I am sure we can find now more options around video on-line than the ones we were thinking.

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Sunday, May 11, 2008

Do you know what your consumer is thinking about you... NOW?

Web 2.0 is more than Facebook or My Space. We already mentioned some ideas about how to use Social Networking sites for our marketing purposes. Today I will talk about some other Web 2.0 applications that are interesting for digital marketing:

One great characteristic about the web 2.0 is the ability to give feedback after reading every kind of publication. I don’t only mean that users can now write blogs, but now the users can rate or comment on official news. This is becoming a great way to hear our clients and consumers. Now there are some tools that let the marketers search what the users are posting.

Search Comments on News sites: Instant Bull is a great tool that helps you to find brand-related comments on financial sites like Google Finance, Yahoo Finance, Investor Village, and others. You just search a company name and Instant Bull will bring results in a matrix. The searcher will then be able see posts from the searched brand were published in the last hours, days or last week. The searcher can also see all of these comments on the same page. So... if you are looking for information about how your investors or consumers reacted after reading a specific news article, Instant Bull will help you.

Look for the latest blogs about you (Blogs Search): Everyday we can find thousands of new blogs and millions of new posts in active blogs. Maybe there are hundreds or millions of these blogs related to our brands and we don't know what they are talking about. Well it is not new that there are great blog directories and search engines where you can find many recently-published blogs. Also in some of these tools, it is possible to search a blog based on its popularity. Google Blog Search, Technoarti, Digg (you can search for blogs and news) and BuzzTracker are a few great examples. It will be great if you could be aware of the latest and most popular blogs about your brand. Do you want to hear your consumer? Now you can read it.

What doubts do they have about my brand? (Answers); My last example is related to Q&A. Today the Q&A social applications are growing very fast. These apps are also known as Social Search platforms. Here the users are able to create or search questions, categorize them, and post them. Then the community will answer. These are great tools. If you can't find something on regular search engines, you can try these apps. Post your question and maybe you will receive the answer you were looking for. The interesting fact for the marketers is that they are able to monitor what the community is asking and answering, related to its products or services. That is amazing!!! it's a continuous focus group where you are not only hearing your consumers' answers, but also watching their most common questions. Some examples are: Yahoo! Answers, Minti, Say-so and the "Answers" category at Linked In.

There are other options: Social Bookmarking; Mashups, on-line opinions (like the ones at Amazon or and many more that you should us to look for consumer insights.

I talked about how to use all this information in my "traffic marketing" post. I know that if we maximize search marketing plus the users' publications, we would be providing value to our clients and consumers!

These are some great examples about how you can track and monitor what your consumer is saying and sharing with the world. You are watching what they decide to express to the community just because they want to. You know the relevance and value of this information. It is amazing that the consumer publishes his ideas and thoughts without an economical reward or payment.

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