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Big Challenges in Video Marketing - VIDEO

July 5, 2012

By Priya Alexander

The following post is part one of a three-part video series that highlights discussions between Google Mobile, Ooyala, Buddy Media, The North Face and Forrester Research on the challenges that brands face incorporating online video into their digital marketing strategy. 

Dan Reich, Buddy Media’s Director of Account Management, mentioned that brands need to change the way they measure success. While TV metrics are important, more and more brands are leveraging online video as part of their digital marketing efforts. And with good reason.
 
A recent report from the Interactive Advertising Bureau found that people who viewed video ads on multiple screens (tablets, phones, PCs) had better brand recall than people who only watched TV commercials on traditional TV sets. Connected viewers are far from distracted -- they are a valuable audience for brands to target.
 
Take JC Penney, for example. It used social video along with their TV ad campaign starring Ellen Degeneres and saw its brand lift 23 percent. JC Penny also had 30 percent higher than average recall in the retail category, thanks to its use of social video. Online video marketing, when executed properly, boosts traditional brand metrics and creates compelling metrics for success.  
 
Want to learn more about using online video to help your brand connect with connected viewers? Check out part two, How to Build an Engaged Facebook Community Using Social Video Marketing, of our three-part series.
Posted in Online Video Marketing
Tags video, online video trends
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