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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.

Forbes: Business leaders not watching YouTube just for laughs

Whether your a business owner, executive or marketing professional, a report researched and published by Forbes will help you understand what your peers are doing when it comes to online video.

It’s entitled, “C-Level Executives Embrace the Non-Text Web.”  Among its conclusions:

  1. Video alone doesn’t cut it.  Although text is still the dominant media, video has evolved from a novelty into a mainstream method for executives to receive business information.
  2. YouTube isn’t just for entertainment: Executives report that they turn to B2B websites and YouTube for many reasons including expert advice/insights, product demos, and customer testimonials.
  3. Unless your producing the NCAA basketball tournament, keep to short video length. A whopping 83% of those surveyed prefer videos that run either 1-3 minutes (36%) or 3-5 minutes (47%).  This fits with what I’ve long advocated in my business zen: Make a good use of other people’s time!

 You can download the full Forbes report at this link.  And if you have a quick question − or want to explore how the findings apply to your organization − drop me an email!

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!