Survey Finds Consumer Interest in Branded Video

Most broadband users would be willing to download a branded interactive video channel to their desktop, and would accept content from a trusted marketer on that channel, according to interactive software developer Maven Networks.

“If people trust a brand, they see this as an ongoing means of communication with that brand,” said Tonie Hansen, Maven’s director of marketing. “That’s powerful when you consider all of the other marketing solutions that aren’t working these days.”

Research firm OTX Research demonstrated Maven’s interactive video platform for 1,000 broadband users aged 13 to 64, and found that 71 percent said they would download a branded video channel to their desktop. OTX also found that 76 percent of respondents would accept the channel concept as a means of receiving specific information from companies of interest.

“We’ve been seeing a lot of movement in the space. Smart marketers are starting to incorporate short-form video vignettes into their marketing strategies,” Hansen said. “It’s the next wave of broadband marketing.”

Maven is looking to capitalize on the success of recent forays by marketers into short-form episodic content, such as automaker BMW’s, American Express’ viral marketing campaign featuring Jerry Seinfeld and Superman, and Reebok’s Terry Tate films.

Maven provides a platform that allows marketers to take existing video assets and build Web site functionality over the video. These “dynamic overlays” let users click on links within the context of a DVD-quality video that is downloaded ahead of time and run from a consumer’s desktop.

Until recently, the company has primarily worked with media companies, like current customer Atom Films. Atom’s consumers receive 3 movies, automatically downloaded once a week. Once the download is complete, a message pops up on the desktop to let the user know new films have arrived.

The survey revealed some consumer concerns about receiving video content directly from marketers, including worries about the file size and time required to download movies. Consumers also expressed fears about revealing personal information. Maven says it has adopted best practices that should allay such concerns.

Maven recently launched a Broadband Marketing Consortium, a group of marketers from several industry categories who get Maven services at a discount in exchange for contributing their own data to research shared among consortium members.

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