Brands That Are Mastering Vine

By Dr Gordon Fletcher, Centre for Digital BusinessSalford Business School

1 App, 6 seconds, 40 million users and infinite ideas. These are the numbers that neatly summarise Vine. With only six seconds of audio and video from a mobile device to get a message across the technical specifications at first blush appear quite restrictive. But if there is one truth within social media it is the continuous ability of users to embrace any constraint as a feature and to find multiple ways to enable creativity to flourish. Vine is no different Continue reading

Does Instagram Video Pave The Way For The Future Of Digital Advertising?

By James Hakesley, Chief Operating Officer, nideo

The new snack-sized video is a logical next step for Instagram, as it provides another channel through which the media-sharing platform can help advertisers target consumers. It’s also a vital foray into video from Facebook as it still struggles with its advertising offering. As a push from shareholders to recoup investment, the addition of video provides Facebook with more opportunity to make money on top of what it has already built.

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Enterprise Video: the Privatisation of Television

By Martin Nurser, Vice President of Qumu EMEA

Communicating in ways that engage employees emotionally and make the message stick is increasingly important and difficult to achieve. Enterprise video is a great medium to do exactly that. If approached cleverly and if the right platform is adopted, you can use it to provide your work force with a very contemporary tool for social business.

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What can video bring to enterprises?

By Steve Ferrigno, VP Qumu EMEA

Video content has exploded over the past few years, driven by the phenomenon of YouTube and other similar platforms. The latest generation of workforce (the “YouTube Generation”?) has grown up with video content as the norm; always available, easily searchable.

People want to “see” an event rather than “read” about it. With a workforce that is accustomed to digesting content this way, businesses need to move with the times and ensure they utilise video within their organisations.

But more than that, organisations should be embracing video, not just because it is trendy or as a defensive manoeuvre, but because the technology offers a number of business benefits that increase productivity and efficiency, as well as reduce costs. It is also an ideal fit to a modern day workforce that is often spread over multiple locations or that includes remote workers, operating away from company premises. Continue reading

“Smart Video”: Putting the Emphasis on the User

By Simon Dudley, Video Evangelist, LifeSize

What makes “smart phones” so smart? Ultimately, we call them “smart phones” because they improve the user experience across a whole range of functions, so they seem smart to us. When smart phones first arrived on the scene, they instantly eclipsed “feature phones” like the Motorola Razr because they put the emphasis where it should have been all along – on the user experience.

What the video conferencing industry needs is that same kind of paradigm shift – a move away from features that are still too hard to launch intuitively. To be fully embraced by businesses and individuals, the industry as a whole has to get to “smart video.”  Continue reading

Time to take a new look at video communications

By Dan Tanel, BCS Global CTO 

Video communication is not a new concept; in fact, many businesses have invested in video to save on rising travel costs incurred by growing globalisation. However, until recently, the typical video experience has not lived up to expectations and as a result; almost 90 per cent of these facilities now sit unused [Gartner].

It’s definitely worth taking another look at video communications since the technology has dramatically evolved. It is now very possible to reap the benefits of improved operational efficiency and collaboration, which were slightly out of reach before. Continue reading

Video Trends for 2013

By Anish Patel, Founder and Head Producer of Revolution Productions

With 2013 underway, we want to think about what the future of online video holds. As video views continue to steadily increase, the next couple of years are going to include innovative ways of businesses using these videos to promote their products or services.

A lot of people are weighing in on what they think 2013 will hold for video, so we thought, “hey, let’s give our opinion too!” So here is what we think will happen next year for online video… Continue reading

Why your business needs to fast-forward into the video age

Why choose video to communicate?

Two billion. The number of hits that YouTube gets in a day, as not only a viewing platform but as a search tool too – making it the second largest search engine in the world (after Google).

But why has YouTube become such a popular platform?  And why are we turning to it for information?  Put simply, and to refer to that well known phrase “there’s an app for that”, there now appears to be a video for it too – broadening the way we are communicating and granting people access to content that powerfully informs, entertains and even shocks.

Video & society

However, the fascination with YouTube, or (more importantly) video, extends far beyond the realms of needing to be entertained and informed.  Its popularity has derived from something far more highbrow – a shift in society and our behaviours.

If you think about the way we operate today we are constantly grappling with time and a need for more of it.  We have inordinate social pressures – rushing from social engagement to social engagement; working longer than ever before (spending 5 hours more at work each week than our EU colleagues); and having an increasing reliance on smartphones so that we are never really “switched off”.  The result?  We have become a time poor generation that can’t afford to spend huge amounts of time on one thing or to search for information, an idea, a product or service.

It’s this very thinking that has driven the popularity of video: a media that seems to solve our desire to get information more quickly and concisely whilst on the move.

Video & business

Whilst the idea of using video is by no means a new concept, corporations have only recently started to embrace it and taken note of stakeholder’s need to engage with and understand businesses through this channel.

This notion was reflected in BergHind Joseph’s 2012 Global Players study, which highlighted a marked shift in the way brands (be it B2B or B2C) were communicating.  It was here that a number of companies demonstrated a willingness to invest in professionally-shot video footage as a realisation had been made: stakeholders want to quickly understand an organisations offer, what it stands for, and the position it takes when it came to things such as social responsibility.

Here’s how some organisations (as featured in 2012 Global Players) are embracing this idea:

-          Microsoft, Deutsche Post DHL and Lockheed Martin have created a series of short videos that share employees’ personal (and therefore more authentic and engaging) take on working life and career prospects within the business

-          GE has created insightful videos that share the latest topics they are researching and developing new technologies for

-          Nokia has developed a well-paced video in which members of the Microsoft and Nokia design teams tell us about their ‘shared belief in keeping things simple and pushing boundaries of conventional design’ when it came to developing the new Nokia smartphone: Lumia 800.

The fact that these brands (and others) are actively using video to talk about complex issues and ideas reinforces the notion mentioned earlier: society and the way we behave and consume information has shifted.

To demonstrate this idea, we only need look back at how stakeholders received business communications ten to twenty years ago; a time when few of us would have cared or striven to understand the intricacies of such things like a business’s sustainability policy, and when we most certainly wouldn’t have let it play a role in our purchasing decisions.

Fast forward to today, however, and the ‘information age’ has created a newer, savvier type of stakeholder who demands so much more from businesses, along with far more transparent, truthful and authentic communication.

Video in the smaller business

It’s not just larger corporations that are using video to communicate with stakeholders, however.  What’s more, it’s important to realise that this communication tool no longer sits with companies that have big marketing budgets.  The accessibility to video and demand for it now means it’s a viable (and affordable) communication platform for smaller organisations too.

This is reflected by the level of support available today within the market: from assistance in developing a compelling story for your video, to support for driving traffic to a video after the ‘final cut’.  Video is no longer a ‘misunderstood’ communication tool that resides in the big broadcasting houses or of ad agencies.  It’s now accessible to all.

Want to find out more about the power of video in business communication?

Watch our recent video series on ‘Why use video for business communication?’; ‘What ingredients make a great business video?’ and ‘What returns can video offer a business?’

By Ian Brownhill, Managing Director and Senior Consultant, BergHind Joseph: 020 7407 7788 ian@berghindjoseph.com

http://www.berghindjoseph.com/

Ian Brownhill: Ian has over 20 years’ experience of working in research, project management and strategic leadership roles for a range of organisations including Which?, London Transport and the Prince of Wales’s Charities Group.

BergHind Joseph: BergHind Joseph is a creative communication agency that uses design, research and strategic thinking across all digital, print and experiential media, to help ambitious businesses build their reputation


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Will mobile video kill the banner-ad star?

Mobile video content is set to show a 50% growth in the next 5 years. Gone are the early days of mobile advertising, when the simple banner-ad was the most effective way to advertise to mobile users. Technology has moved ahead with more advanced creatives to generate leads, such as the use of video integrated into rich media. Tim Finn, Head of EMEA at StrikeAd, explores how the development of video use in mobile ads has evolved and identifies best practices for integrating video and RTB (real-time-bidding) for mobile-ad success.

Yes, video has become an increasingly popular and successful method for advertisers to capture their audience’s imagination and result in a hot lead. One of our key focuses as a mobile specific DSP is to continually develop our offering to advertisers, ensuring that they can get the most from both their creative and effective placement via RTB.

So how is video best implemented, and how can advertisers ensure they are using it correctly?

Timing is all
First of all, the timing has to be right. If you’re a lager brand advertising at a time when the football is on, video can be a great way to go the extra mile to appeal to your audience. Videos aren’t like banner-ads that users tend to have little or no say in choosing to participate with; if a user watches a mobile video ad, then it’s likely that they will have actively chosen to do so. Capitalise on that by tapping into the hot topics at a time that makes a video ad relevant, up-to-date and connects with the user on an extended level.

Then remember, displaying a mobile video ad is likely to cost more per click, or per impression. To ensure a video campaign reaches optimum efficiency in terms of reach and cost, use an RTB platform that can target users by a variety of determining factors such as location, device and time. Getting the timing right of a mobile video ad can be the difference between success and failure.

Get it together
Bringing it all together is key. Social media is inherently mobile with consumers accessing and updating all of their sites via mobile. So video can be an ideal driver for social media interaction, with users being re-directed to a YouTube or Facebook page where the video is displayed. This allows the message to be powerfully communicated through more than one channel, increasing the chance of a lead.

By using mobile to its advantage, more brands are realising that the channel is part of a holistic, multichannel strategy.

Content is King
You’ve heard this one before, but there is substance behind it – Content really is King.

It’s the same with all mobile ads, including banners – the content strategy has to be proficient to garner real interest from the consumer, and ultimately grab their attention for a lead or sale.

Whereas banner ads are one dimensional, mobile video ads can take several forms, allowing for further scope when it comes to creative.

The four primary categories of mobile video ads are:

  • In-stream video – The most popular option. These ads appear before videos clips or as ‘traditional’ ad breaks whilst watching content on mobile devices.
  • Interactive pre-roll video/ interstitial video/ pre-app video – Many different names, but the same principle. These are independent of an existing video experience. For example, displayed when launching a programme or app, between stages of a game, or at a change of screen.
  • In-banner video – This ad is rare, but effective. The video plays within the banner itself, it therefore ‘pushes’ the content onto the mobile user. If the viewer taps the video, the ad gets larger and will enable audio.
  • Tap-to video – This is another popular option. A display ad that prompts users to click on a video, that takes them to a specific location to view, often with options for click-to-call or other methods of contact.

Choose your category, and tailor your creative content to match. Effective RTB will ensure it reaches the desired audience.

When I look at how further advanced mobile advertising has become from the simplistic days of banner ads, video is likely to become an increasingly important factor for brands looking to advertise via mobile.

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You Tube, no longer king of the castle?

YouTube has been undergoing many changes in the past couple of months, including a redesign that launched the new “professional content” pages on the site. The company has also rumoured to have been scrubbing accounts, even deactivating dead accounts. However, even after all these changes to improve the site; many of the most popular YouTubers have reported a decline in their viewership, which begs the question: Is YouTube on the ropes?

Quick answer: Sadly, yes. The attempt of YouTube to professionalise the site has not sat well with users and the rise of other comparable and arguably better video hosting sites is starting to take it’s toll, YouTube video viewings have decreased every month this year:

January : 21.8 billion video views
February : 18.5 billion video views
March : 16.5 billion video views
April : 15.6 billion video views

Even #saveYouTube hastags have been spreading on twitter, so that can’t be a good sign. While YouTube is still boasting that people are spending more time on the site, watching longer videos, the figures don’t lie – people are going elsewhere for their video viewing.

So what does this mean for you avid reader? Well, it means you should probably take another look at where you post your videos. While YouTube is trying to create a more professional feel, there are still those ridiculous animated videos mimicking How to Catch a Predator. So, perhaps it’s time to think about other places to post your content as there is now a wealth to choose from.

Choosing a web video hosting service for your business web video is like picking out a television: not only do aesthetics matter, but functionality and image quality are key. The right TV set can make your living room look elegant and brighten your whole viewing experience, while the wrong one just makes you want to get up and leave.

 

In the same way, your video hosting platform presents the first impression customers will have of your work, setting the tone for the whole story. Small, nearly invisible differences in your video hosting platform can have a dramatic effect. Some fundamental details to consider as you compare hosting services: picture quality, streaming speed, customization options like whether you can brand your own videos, content and editorial management, and monetization tools.

It’s also important that the platform you choose matches the personality of your company, whether your brand is young and viral or experienced and steadfast. This is where your web video company comes in. Let’s take a trip down video hosting service lane.

Youtube: Even though Youtube is suffering current dramatic declines, they invented the game, took it to billions of users, and so synonymous with virality that the game now plays itself. Youtube streams fast and is excellent for SEO. But as tempting as that level of exposure sounds, there are certain features that Youtube doesn’t offer: it’s hard to customize your videos without paying a high fee or becoming a partner, and it is restrictive of what you can do with the video player on your website.

Vimeo: Youtube’s artsy cousin, the one who spent the summer in Europe and is suddenly too mature for cat fail videos and whose mum wants you to be more like. A serious platform that offers high picture quality and a professional look. The pro-version offers strong analytics, but Vimeo’s streaming is slow, SEO is poor, and customization is expensive.

Wistia: Designed strictly for business, Wistia’s biggest selling point is user tracking, which allows companies to stalk you see exactly how individual users interact with their videos. Another unique feature is the ability to embed videos in email marketing campaigns through MailChimp. To sweeten the deal, Wistia offers a great internal content management system, fast streaming, good SEO, and useful tools for customization analytics.

Viddler: A professional service that specifically caters to business users who want to use o

nline video for marketing purposes. Viddler is especially useful for building up your brand through video, and includes several business-friendly tools like analytics and monetization. However, drawbacks include mediocre image quality and streaming, and limited, clumsy customization. A solid starter kit, though — who doesn’t want a Viddler on their roof?

Brightcove: The Brightcove video “cloud” is the hardcore corporate option: it offers an extensive set of tools and features, from creating a “cove” of videos to implanting a video system on your website. If you have a strongly established brand and are looking for a rich, sophisticated interface to drive sales and showcase your material, this platform may be for you. But Brightcove is very inflexible, and at the end of the day image quality is not that great while streaming can be slow.

There’s a clear upcoming contender to rival the old guard You Tube. Wistia is the one to watch, because behind its friendly interface it excels on every count. Run by a small team, Wistia offers helpful customer service without compromising on the essentials: crystal-clear picture quality, fast streaming speed, flexible branding options, and tons of features that include helpful analytics to measure your success. So jump right in and you’ll be able to show off a sleek, seemingly effortless powerhouse video in no time.

By Revolution Productions

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