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How to Use Video at Each Stage of the Funnel

Video-Funnel

Advertisers have long understood the value of video in getting their brand stories across, and it’s why they’ve traditionally invested the lion’s share of their budgets in TV. After all, nothing quite matches the combination of sight, sound, and motion for grabbing people’s attention. Plus, our consumption patterns prove that consumers simply prefer video over other types of marketing.

Yahoo! Research reports that in-stream video delivers a 53% brand recall, far higher than any other ad format. Consumers watch nearly 7 billion videos on Facebook and YouTube each day.

On top of that, these stats from the 2015 Animoto Online and Social Video Marketing Study say it all:

  • 4 times as many consumers would rather watch a video about a product than read about it.
  • 1 in 4 consumers actually lose interest in a company if it doesn’t have video.
  • Customers are nearly 50% more likely to read email newsletters that include links to video.
  • 4 in 5 consumers say a video showing how a product or service works is important.

Continue reading “How to Use Video at Each Stage of the Funnel” »

How Brands Should Use 360° Video in Their Customer Journeys

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Interest in 360° video and virtual reality is on the rise among brands who want to create an immersive storytelling experience. Marketers aren’t alone; consumers are just as intrigued.

According to eMarketer, 53% of consumers find 360° video a positive and memorable experience, and more than ⅓ say they would be more likely to engage with a 360° video versus a traditional video ad. With Twitter’s launch of 360° streaming support for Periscope, Facebook’s 360° video support, and the popularity of products like GoPro, awareness for this content type is likely to rise and the format will become more mainstream.

In this post, we explore how brands should use 360° video for their customer journeys: Continue reading “How Brands Should Use 360° Video in Their Customer Journeys” »

5 Ways to Nail Your Digital Video Advertising Strategy

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According to eMarketer, digital video ad spending topped $10 billion in 2016 and is on track to approach $18 billion by 2020. This anticipated growth shows that video is a popular medium among marketers. But, it’s still somewhat of a new frontier.

Issues like ad blocking and fraud complicate the space, and marketers are still working to keep up with this quickly-evolving industry and develop their play books for success.

Luckily, some initial best practices have emerged. Use these tips below to shape your digital video advertising strategy: Continue reading “5 Ways to Nail Your Digital Video Advertising Strategy” »

How to Build a Customer Journey With Video

Video enables brands to tell a captivating story. Combine this with the power of paid amplification and real-time feedback from viewers, and your brand has the opportunity to achieve massive ROI through this compelling content format.

The trends driving digital video advertising growth align with a surge in digital video consumption.

eMarketer estimates that the global digital video audience will grow 8.2% in 2017. Corresponding with an increase in video consumption is growth in advertising consumption, leading to a distracted consumer base and fragmented customer journey.

Between all of the distractions cluttering the customer experience today, some say the traditional customer journey is broken, or irrelevant. But that couldn’t be further from the truth. It is because of these distractions that it’s never been more important to guide potential customers through the buying journey with relevant messaging. Continue reading “How to Build a Customer Journey With Video” »

7 Best Practices for Live Advertising Campaigns

According to eMarketer, US digital video ad spending surged to $10 billion in 2016 and is on track to top $18 billion by 2020. With this type of growth, video is proving itself to be a core part of the marketing toolkit. For many reasons, live video is a format brands should consider.

Adweek reports that live video has 76% better brand recall than other commercials, and according to Facebook, users watch live videos more than three times longer than other types of video content. People also prove to be more engaged when watching live videos, commenting ten times more than they would on regular video content.

Live video enables brands to connect with viewers human-to-human. It allows consumers to participate in brand storytelling, which enhances the customer experience. With such a variety of options to choose from—everything from product tours to red carpet events—there is no shortage of offerings to create a touchpoint with consumers along their paths to purchase.

As marketers continue to learn how to use live video, here are seven tips that should kept in mind: Continue reading “7 Best Practices for Live Advertising Campaigns” »

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