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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

 

Justin Bieber Didn’t Retweet Your Video Link? Go With Email Marketing Instead!

Ahh, the lucky few who produce a video that becomes a viral sensation because a celebrity takes to their cause and Tweets the URL to their video.  More accurately, the lucky 1-in-10-million!

Well, if you’re not buds with Justin Bieber, Charley Sheen, or Heidi Klum, you can still drive video views through email marketing.  And in many cases, it may be a more effective way to reach your customers, members or prospects.  Especially for small-to-medium sized service organizations.

How can that be? Most aren’t trying to reach a mass audience of consumers; they want to engage a well-defined, limited audience.  Put another way, few care if a 15-year-0ld girl in Sioux Falls, SD watches their B2B video clip. But that known customer, member or prospect?  That’s a viewer to engage again and again.

Email marketing enables this through the creation of highly targeted, personalized, meaningful content.  And if you incorporate video, studies show it’s more likely to increase open and click-through rates.

You can learn more in a report from Constant Contact (a leading provider of email marketing and online survey tools) entitled, “Show It, Don’t Tell It!” or you can download it here.

Online Video Chalk Talk: Think Enterprise-Wide

DCOnlineVideo’s “Chalk Talk” is a series of simple, easy-to-enact tips and “how-tos” that will improve the impact, reach, and effectiveness of your online video marketing. Today’s tip:

Showcase your people and your company will become a star!

Even small organizations rely on a team of people who interact, in various roles, with customers, members and prospects.  These interactions, even brief ones, help create the reputation of your organization (either for an individual or a group of people).

Showcase the breadth and depth of your organization by featuring key players on your team in video interviews.  Speak with leaders in all departments, for example, marketing, sales, IT, accounting, and operations.  Ask each what drives their daily workplace activity and how it benefits customers.

Although not everyone will offer compelling stories, many will share compassion and care about their work.  And in the process, assure viewers that yours is a professional, responsive, responsible company.  All values people seek when making buying decisions!