Cisco Online Video Forecast

For online marketing professionals, the latest Cisco Visual Networking Index contains a key takeaway when it comes to online video:  Start to incorporate online video into your marketing mix, as the report forecasts the online video will reach more users than social media by 2017, surpassing Facebook and Twitter.

Although entertainment content will be the most highly viewed genre, the Cisco forecast validates our view that video has become an expectation for website visitors — and will only become more so in the future — as it becomes a larger and larger part of the user experience.

The full Cisco Visual Networking Index can be found at the link above.  Here are a few highlights as related to online video:

  • Video-on-demand traffic will triple in 2017 to about 69 percent of all internet traffic, up 52% from 2012.
  • It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2017.
  • Every second, nearly a million minutes of video content will cross the network in 2017.
  • Mobile video traffic will account for two-thirds, or 66 percent, of overall mobile traffic in 2017.

8th Bridge Social Commerce IQ Report

The 2013 8th Bridge Social Commerce IQ Report is an must-read for online marketing professionals who target either consumers or businesses on social platforms.

The report digs deep, with hard-t0-dispute quantitative analysis, of the trends of major retailers in regards to their use of social media, including online video, for product discovery.

Among the findings of 8th Bridge’s analysis of more than 800-retailers are these tibbits (which small to medium sized businesses should mimic):

  • More integrate the PinIt button than the Facebook “Like” into their webpages.
  • The average retailer has more than 23,000 followers on Youtube who watched an average of 10.6M videos.
  • Facebook still leads in “upstream traffic” that resulted in visitor become a follower, fan  and/or subscriber.
  • 2nd leading origin of upstream traffic: Youtube!
  • 73% incorporate ratings and reviews into their websites.

The full report can be downloaded here.  An infographic summarizing 8th Bridge’s finding at this link.

Forecast: Online Video 2013 (infographic)

More viewers. Engaged viewers! Personalized video will be 2013’s hottest trend!

2012 was a break-out year for online video—and online video marketing — as seen in the infographic below the fold (produced by the folks at SundaySky).

Among the jaw-dropping headlines:

  • 56% of all consumer Web traffic is now video
  • 182 million viewers watched 457 million content videos and 105.4 billion video ads
  • Video ad spend was $2.9 billion (26% over 2011) and made up 23% of year’s total ad spend

SundaySky is a NYC-based video solutions provider that works with large enterprise companies selling to mass-audiences of consumers. However, the same principles apply for small-to-medium B2Bs:  Video that is relevant to the viewer gets watched. Video that is personalized makes the experience – and company – memorable.

In short, as noted by Yahoo!, in 2013 “marketers will leverage personalized video content to educate consumers, build brand loyalty, and increase engagement through greater interactivity.”

The collective findings and data in the 2012 State of Online Video Report are from Adap.TV, comScore, Forrester, Nielsen, and Pew Internet.

Forrester Report: Video Fastest Growing Way To Advertise Online

If you continue to hold doubts about the effectiveness of online video, or hesitate to get started with it, take a look at this new report from Forrester Research.  The big-dog advertisers are expected to spend $1B (not a typo, that’s billion) more on online video ads in 2013 than they did in 2012, making it the fastest growing type of online advertising.

But please don’t be dismissive of the fact that some of these major brands (I’m look at you, GEICO!) spend more in one (1) ad buy than many small businesses allot for marketing for an entire year.  Their investment shows that online video is an effective way to reach customers.  It also underscores the need to make online video be a key component in the marketing mix, even for small and medium sized organizations.

Full report can be purchased here. Further media coverage at these links:

AdWeek:  Forrester Throttles Down Online Outlook

TechCrunch: US Online Display Ad Spend $12.7B In 2012, Rich Media + Video Leading The Charge