“VIDEO EXPLODES” was the theme of the 2011 Omma Video Conference.
The demand for online video advertising is increasing, and the spending for online video is expanding. To be competitive in today’s market, understanding online video is vital.
The 2011 OMMA Video Conference covered what marketers, advertisers, business owners, et al should know about video on the Internet.
Keep up with the most recent developments with these highlights from OMMA Video 2011.
User-choice ads panel highlights video potential
VivaKi led online video research group called the Pool. This research group uncovered that user choice-initiated pre-roll ads are the way to go for publishers and advertisers alike. What can we take away from this?
- Don’t assume traditional creative for TV will work online, need to test and adapt – Kathryn Friedrich, Head of Display, Media & Entertainment, Google
- Viewership means reach and frequency – Brian Shin, CEO, Visible Measures
- Ad choice indicates intent
- No need to try to empower users, they already are empowered. Better to adapt and earn more media by being better.
- Give people the opportunity to choose to watch ads – ups the ante for creative programming
- Ads can morph into content – and go viral – by empowering users with choice
- Consumer choice for ads – ASQ – only the tip of the iceberg
Brand video creation tips from Denny’s “Always Open” campaign
To remain competitive in their niche market, Denny’s joined forces with creative venues DumbDumb, Electus, Gotham, and Ensemble to launch an online video series. Their clever collaboration created the successful “Always Open” series, featuring comedic guests such as Sarah Silverman and Amy Poehler. Take away some of these pointers on how to create a successful brand-content campaign.
- Denny’s challenge: How to “age down” a nearly 60-year-old-brand
- Brands need to reflect the spirit of the brand and be unique to the brand
- Great opportunity to bring contextual creative to a brand
- Celebs aren’t required to promote their Denny’s spots, but they do b/c they’re proud of the work
- Denny’s “Always Open” videos become a desired destination for celebrity guests such as Sarah Silverman
- Some viewers didn’t realize Denny’s Always Open videos were sponsored
- Has to be something people will watch
- Denny’s “Always Open” campaign brought it into the conversation of the core demographic
- “South Park” episode spoof an example of earned media
YouTube
- 150 years of YouTube videos are viewed on Facebook EACH DAY
- After watching YouTube videos 30% will share them
- 400+ videos are shared each minute
Funny or Die
- Funny or Die custom creates a content and social media program for brands based on the goals – clarity from the outset is key
- Funny or Die T-Mobile case: created videos & allowed voting via social media and linked to others’ networks
- From Day 1, Funny or Die engaged with users: Part of its DNA, asking if video is funny or should die
When it comes to online videos, making sure you always have in mind your target audience is key. As Mindshare‘s Andy Chapman states, “We need to get more sophisticated when it comes to determining target audiences in video.” When you know who you are targeting, you can build your best content and campaign around it. Be open, be creative, and have fun.