Last month, 77 percent of Americans online watched a video. By now, we all know that the right video can make or break a campaign.
From a consumer perspective, online video is the fastest-growing medium in history, having gone from zero to mass market globally in three short years. Video attracts the attention of millions, and it's essential that brands and agencies handle it correctly.
Recently, my company hosted a digital marketing summit that explored opportunities and challenges in the digital space. The keynote presentation by Michael Rucker, product marketing manager at YouTube/Google, focused on the world of online video and how best to navigate this ever-growing medium.
As media consumption transitions from passive to active, Internet video combines the storytelling capacity of traditional television with the interactive participation of online social media. Today, forward-thinking brands have begun to embrace online video as a cost-effective medium for reaching and engaging with their target consumers.
But it's not as simple as just dumping your :30 TV spots online and hoping they take off. So how do you successfully execute an online video campaign? Rucker shared six straightforward best practices that serve as solid guidelines when navigating the online video landscape.
Finally, have a thick skin, turn challenges into opportunities, and be prepared for anything when you're exploring the wild frontier of online video.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
In 1998, Shane co-founded ZAAZ to advocate a different approach to Web services — one that respects and delivers on the power of the individual and the promise of Web technologies. As CEO, Shane leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, startups, non-profits, and community-based organizations, helping each realize the potential of the Internet and its meaningful impact on their business.
March 19, 2014