The J.D. Power Residential Pay-to-View Study provides unique insights concerning attitudes, viewing preferences, behavior patterns among pay-to-view customers of the major home television and video service providers in the U.S. The study found that:
18% of customers use tablets for viewing paid content (up from 11% in 2011)
16% use wireless phones (up from 14% in 2011)
Overall, 29% of video service customers watch paid content on handheld device
The consumers are becoming more comfortable to watch video on smaller screens. The convenience of the device and content availability made it easier for content providers to watch mobile video. Overall satisfaction with pay-to-view video providers averages 750 (on 1,000 point scale) up from 743.
At the Mobile Marketing Association (MMA) Forum in New York City, Tom Wheeler, managing director at Core Capital Partners spoke about mobile video. Roughly 6 billion people are carrying mobile devices with them. Within the next 4 years mobile video will grow 78% a year. The challenge is the capacity to carry that traffic. Therefore processing power, network speed and acceptance have all to come to make it happen.
The video might be considered the “next new text”. The recent study shows that:
85% increase in consumer’s likelihood to purchase after watching a video.
60% of consumers would rather watch a video first before reading any text info.
Mobile is appealing to the marketers because it can target with precision. Mobile is social. It is a shift in how information has always been delivered
Four separate research studies have been released earlier this month from video technology providers about a current state of video viewership and monetization. They all point out to video viewership expansion. Here is a quick summary from each of them:
Ooyala study reports that viewers spent more time online watching premium content. Videos that are longer than 10 minutes accounted for 50% of all content watched in 2012 Q1, indicating that people are spending more time watching premium long format online.
Tremor and Magid study found out that 40% of smartphone viewers watched longer-form videos. 75% interacted with online video ads, 58% of them clicked, visited the website or made a purchase.
Rhythm New Media study found out that mobile ads performed well with 89% of completion rates. Viewers watch 50-175% more videos on tablets than on their smartphones.
Cisco’s annual Visual Networking Index projects that by 2016 there will be 3.4 billion Internet users with 18.9 billion connected devices in use.
BtoB's NetMarketing Breakfast took
place in New York last week and video marketing was presented as the main topic
of the day. And the main message to the marketing world was to keep it simple,
funny and direct.
Cisco served as the immediate example
of the strategy supported at the gathering. Cisco has over 1800 videos on
YouTube. Their main focus remains to keep the marketing message simple, share
interesting stories and not worry about amateur quality. It seems to be working
just fine.
It's clear that nonprofessional nature of video ads, simplicity and
a healthy dose of humor improve video campaign's acceptance.
Google is ready to to bring the power of video to virtually everybody. The users of Google+ will soon be able to enjoy "Hangouts on Air" - sessions that will stream live and be available to everyone around the world with just a click of a button.
The potential of this online video feature could be groundbreaking:
events,
conferences,
meetings
All could be broadcasted from numerous unique perspectives. It will allow you to track the number of people watching your live session and could even be recorded and posted for the ones who missed it. Google is trying to make video their social business card and that way differ from Facebook and Twitter.
There's a range of big retail companies, that are using video to demonstrate their specific products in action. Those companies include Bed Bath & Beyond, Dell, Spear and Lands' End. Video plays a huge role on today's commercial stage and helps consumers see products in action, and supports whole decision making experience.
According to Dells' global ecommerce marketing director Diane Bunton "people like to see products open and close. They get a feel for the size and weight of a product when they see someone actually using it. You can't get that from a white paper or a still shot"
Diane says "that video helps consumers to make a purchase decisions. In consumer electronics industry it usually takes 3 video views until a prospect makes a purchase decision."
Professional Audio Production consists of 5 steps: Voice over recording, Music selection, Sound effects & Foley, Mixing and Mastering.
Deliver Your Message Effectively With Voice Over
Once the script is ready, the temporary “scratch” voices are recorded by employees for storyboard reels. Later when the storyboard is approved by a client, professional voice over talent is recorded.
Selecting female or male voice over talent and recording them to make sure they deliver the message effectively. We usually record at least 3 different takes and select the ones that fit the project the most. Here is a video demo of visuals and Voice Over added.
Improve Likelihood of Purchasing with Music Selection
Music creates the right emotional tone for your project. Music includes a variety of genres: classical, jazz, rock, hip hop and more. It can also be selected by mood: ambient, happy, inspirational and etc.
Music variables such as appeal, fit, melody, mood and tonality can influence consumer attitude toward the ad and the brand, recall, pleasure and arousal, and purchase intention.
Looking for the right music piece can take time. The mood change of the project – fast vs slow, light vs dark many times requires combining a few music tracks to express the correct mood. So why is it important to spend time and select right music? Research shows that when music does not fit it can have an adverse effect on attitudes toward the ad. (Shen & Chen, 2006) and when music is used to evoke emotions congruent with the symbolic meaning of product purchase, the likelihood of purchasing is enhanced. (Alper et al, 2005). Watch this demo to see how music made this project more lively.
If royalty free music is not an option custom music, specially composed for the project, might be the only way to go to make sure it matches the mood and the script.
Improve Selling Power with Sound Effects & Foley
Sound effects & Foley includes recreating “live” sound elements and background like – traffic noise, opening doors, birds chirping and etc. Here is a good example from D.A.D.D.Y. about sound effects and foley.
In advertising Sound Effects & Foley – such as sausages sizzling in a frying pan - can strengthen your message and make a positive impact to your selling power.
Action movies wowed us with sound effects and it is very enticing to add extra sound effects to make the project look/sound “cool”. However, sound advertising research (Saint Joseph's University, Journal of Media Psychology, Volume 12, No. 3, Fall, 2007) suggests that overload of sound effects or when they are being paired with different events through the presentation can be intrusive and distracting. However, relevant and integrated sounds help understand the materials and motivate viewers to pay more attention.
For special projects sound effect libraries might not be enough. In that case our sound engineers like to go to the field and record them. Watch the example how sound effects made this project demo look modern, high tech and progressive.
Don't Loose Viewers With Poor Mixing
30-second project on average can have 30-70 audio elements such as music, sound effects and Foley. Accurately matching sound effects to events in the presentation is extremely important since incorrect pairing can be intrusive and distract your video viewers. Therefore, high quality mixing keeps your project interesting and can increase completed video views.
Mastering - Make Your Audio Mix 0 Distortion
Mastering is the final step of the audio production process. Audio engineers produce a uniform level of sound to a music or sound mix with zero distortion. Mastering is the final step to tweak your audio mix and make it shine, no matter what form of delivery it is.
Where To Distribute Online Video and Maximize Return On Video Investment
Businesses hesitate to add video to their marketing mix due to a high video production cost. However they don’t realize how many various marketing channels video can be utilized for to bring more leads and pay for itself.
Promotional Video can be repurposed for numerous marketing channels.
Post Video On Your Website
Video is the most effective online format to positively influence purchase decisions. Retailers such as Zappos saw an increase in conversion rates up to 30% after using video. Emarketer.com reports that businesses add video on their websites to keep customers longer and enhance their experience with the brand.
Google, Yahoo and Bing search engines give priority listings to websites that host video content. Websites with videos in Google's universal search had a 41% higher click through rates than plain text.
Post Video on YouTube and Other Video Sharing Websites
YouTube is the second largest search engine after Google. When you upload your video on YouTube, make sure you add a compelling title, description of the video and keywords. Use that space to advertise your business, add your web address and always list your most important keywords first. Optimizing your video for searches will help it to be found or recommended. Combined with other web sharing websites, you will enable more ways for your customers to find you.
Post Video on Facebook, Twitter, LinkedIn and Other Social Media Sites
Video is a great way to encourage interaction, fun and enjoyment amongst the online community. Post your video on social media sites and invite people to comment, engage and share it. Online video has a great potential to become viral and be seen by the masses, creating an online word of mouth effect.
Use Video for Email Campaigns
Integrating video in your email campaigns can increase click-through rates by 2-3 times (source: Forrester) and lift conversion by 50% (source: Constant Contact).
Posting business videos on business directories such as Yellow pages, Google places, Yahoo! Local and Yelp can help drive more traffic to your websites, increase incoming calls, and store visits.
Increase traffic, incoming calls and store visits.
Use Video For Trade Shows
Trade show is a great place to use a video to showcase your products and services. However, not all videos can be effective. Since most people pass by fast, video needs to grab attention and invite to come inside the booth. Read our article about 5 don’t for a trade show video.
Use Video for Digital Signage
Video production for Digital Signage depends on the retail location and your strategy. Product videos might be a way to capture attention and draw to the product. Points of purchase videos at retail stores are becoming extremely popular due to its ability to increase product sales. Talk about benefits, provide information and show environments where the product can be used at.
Use Video for Sales Support
More companies incorporate videos into their sales presentations that can help sales people to more effectively deliver their marketing messages and sell products. These introductory videos demonstrate how products work, dissolve common objections and show the testimonials of satisfied customers.
Video is frequently used for training, sales suport or advertising.
