comScore released that American viewed 8.4 billion video ads in March 2012. Outlets such as Hulu, Google sites, ESPN, CBS Interactive and BrightRoll Video Network all have hundreds of millions of video ads viewed. Video ads also reach 51% of the US population. comScore also found that video ads accounted for nearly 20% of all video viewing.
A study from Custom Content Council and ContentWise found that 52% of U.S. companies used video content for marketing last year. Virtual events on video and branded video in emails and websites showed dramatic increases over the last three years. On the other hand, podcasts and other audio were slightly down to flat over the last three years.
Video is the new black for digital strategists. But there still are rules:
- Keep it short—We are all used to 30-second formats for selling. You need a really good reason to go longer.
- Keep it real—We really like recommendations and reviews. Why not record reviews and post in video format?
- TV ads—If the commercial is worn out and not running on TV, why would it work online?
- Viral—Irreverent, unusual, complex, funny things go viral. Most boards or committees would never approve, so don’t set yourself up for failure.
Lights! Camera! Action!