commercial web video
Rich, relevant and dynamic video content builds ROI
Mar 23rd
Adobe just came out with a report titled “Top 10 Tips for Optimizing ROI with Dynamic Content” about how “rich and relevant” media like video increases return on investment.
Some of the salient points from the report that relate specifically to video:
“Deliver dynamic experiences to all devices”
This is a hot topic now, for obvious reasons. Video has to work on all size and shape of mobile device, in addition to relics like computers. The operative idea here is to have a “mobile optimized site.” I couldn’t agree more.
“Deliver details to break down the touch and feel barrier.”
I like the wording of this tip. Video should be tactile and jump off the page: you should “feel” it on more than one level. It’s much more than a question of dynamic vs. static. Video should create a bridge, an immediate connection between you and your viewers.
“Videos have proven their ROI”
Adobe claims that their Scene7 product has increased closing stats by 30% for their customers who have tracked it. Especially when used in conjunction with enhanced graphics such as multiple image views on retail sites, video gets more buyers to the finish line faster.
Now I know the main reason they sent me this report was to get my email address, but it’s not like my email address is a big secret…
The New York Times Discovers Online Video
Mar 16th
3-16-11 My friend Kurt Hines at HLC Technology Solutions just sent me an excellent article in today’s New York Times about a whole slew of companies that have started communicating directly with their customers via web video. It also mentions one thing I’ve been saying for years, that video now is what having a web page used to be: the way to stand out from the crowd and get noticed. It’s well worth the read.
My favorite points from the article:
1. A series of videos posted on one company’s website reduced customer questions by half. This not only freed up sales staff to be more productive, it actually allowed the owner to avoid hiring several more employees.
2. The videos also allowed the same company to shave 40% off their customer service budget and do away with phone support completely.
3. Instruction manuals and how-to guides work much better as videos for more and more companies.
Here’s the article: http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.html?_r=1
The ROI for Web Video
Feb 2nd
Exact measurements of web video’s ROI are difficult to come by since video is usually a piece of a larger social media puzzle. Using video means buying into the bigger picture of how best to engage clients in a web environment. Online video is an effective way to promote your brand and practice good business ethics – in this light, it is likely to help in some ways that you can measure and some ways that you can’t.
Best Short Tour through a Junkyard You’ll Ever Take
Jan 25th
Ryan’s Auto Parts is Detroit’s premiere junkyard, yet many people outside of the neighborhood still haven’t heard of it. Enter a little social media outreach powered by web video advertising. Quick editing combined with informative narration and a little background beat make for a perky, one-minute web promo. Without the pressure of stuffing everything into a 30-second TV spot format, Ross, the narrator, was able to mention all the special features he wanted to highlight. Since this commercial web video consists of three basic ingredients: location footage, narration and music, it is inexpensive to produce and delivers a lot of bang for the buck. It’s also full of information, so that even people who have heard of Ryan’s Auto Parts or Ryan’s Pick-a-Part will probably learn something new.