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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