Omnicom Videoagency
-
Upload
videoagency-the-worlds-local-studio -
Category
Documents
-
view
977 -
download
1
description
Transcript of Omnicom Videoagency
![Page 1: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/1.jpg)
ONLINE VIDEOTHE SWISS ARMY KNIFE OF INTERACTIVE
![Page 2: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/2.jpg)
Source = YouTube Blog – Dec 2010 – total #video views worldwide
700,000,000,0006,895,656,577
= 100 videos/human
![Page 3: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/3.jpg)
OPPORTUNITIES & BENEFITSWITH ONLINE VIDEO
![Page 4: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/4.jpg)
Generate Response – Video Advertising
Vs. 0.1%For text/image ads
![Page 5: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/5.jpg)
Work-Related Video Can Drive Senior Executives To Take Action
Drive Engagement & Action - Communication
Source = Forbes Insights – Video in the C-Suite, Dec. 2010
Survey of 306 executives at U.S. companies with annual sales exceeding
$500 million.
![Page 6: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/6.jpg)
Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008 | Forrester Blog
Videos Dominate Universal Search
38% of users were served video inGoogle’s Universal Search
Break Through the Clutter – Video SEO
“Any given video in the index stands about a 50 times better
chance of appearing on the first page of results than any given text page in the index”
– James L. McQuivey,Vice President, Principal Analyst -
Forrester
![Page 7: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/7.jpg)
Control Your Brand - Reputation Management
Power To The People – United Breaks Guitars
Reportedly cost United $180M off their share price
Source: HuffingtonPost.com 7/24/2009
![Page 8: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/8.jpg)
Sell Products & Services - Conversions
Of people who watched video:• 55% took one or more actions
– 43% visited website– 22% requested info– 18% went to physical location– 15% made a purchase– 11% forwarded to friend– 9% signed up for product/service
trial
46% of shoppers who view video purchase larger orders.
Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer
![Page 9: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/9.jpg)
76% of top 200 North American retailers have no presence in Google Video
The E-Commerce Video SEO Opportunity
Source: State of Video in E-commerce Report Q2, 2010
Top 10 retailers by number of videos indexed by Google
![Page 10: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/10.jpg)
Embracing Online Video Like It’s Going Out Of Style
![Page 11: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/11.jpg)
Zappos.com Video Strategy - Comprehensive
Zappos Video Initiatives• 2009 – Initial testing• 2010 – Goal = 50K videos
– 57,509
• 2011 – Goal = 100K videos
Zappos Video Strategy• Product videos• How-to videos• Brand marketing• Internal communications• User-generated product reviews (2011)
![Page 12: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/12.jpg)
Zappos.com Video Results - Powerful
Zappos Video Results• Product page conversion• Returns• Customer satisfaction
Zappos Keys To Success• Honest, personal, informative• Diffusion everywhere
– Website, YouTube– Facebook - 2011
“What works the best is the fact that our videos are very real. There is value in being candid. There's an emotional connection that can’t be captured via
photograph or text”
– Laurie Williams, Zappos.com Video Product Manager
![Page 13: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/13.jpg)
VIDEO = SOCIAL MEDIA
![Page 14: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/14.jpg)
Online Video Is Inherently Social Media
Sources = Jun Group 2010 Trends and Insights From Social Video – Jan, 2011 | YouTube Blog – Jan 25, 2011
150 years worth of YouTube video is watched on Facebook every day.
![Page 15: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/15.jpg)
YouTube “Enhanced” User Channel YouTube “Carousel ” Brand Channel
Don’t Forget Your YouTube Brand Presence
![Page 16: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/16.jpg)
What Happens When You Ignore YouTube?
![Page 17: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/17.jpg)
DRIVING VIEWS AND INTEREST
WHAT CONTENT WORKS BEST FOR ONLINE VIDEO?
![Page 18: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/18.jpg)
99.67% of YouTube videos have less than 1M views - TubeMogul.
“…most YouTube videos get less than a couple of hundred views.” – YouTube Help
You Want To Go Viral? = Russian Roulette
![Page 19: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/19.jpg)
What Video Content Works?
Create Magnetic Content:• Content that naturally attracts consumers Vs. interruption marketing
Tell a Story• Is the content unique?• Is the content useful?• Is the content well executed?• Is the content fun?• Is the content honest?
Tips• Be candid• Consider well-known talent• Dedicate resources• Don’t play viral roulette
![Page 20: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/20.jpg)
What Video Content Usually Doesn’t Work?
Online Video = Lean Forward vs. Lean Back Experience– The classic disruptive marketing approach often = FAIL
![Page 21: Omnicom Videoagency](https://reader033.fdocuments.us/reader033/viewer/2022051816/5465f50eaf795969338b5049/html5/thumbnails/21.jpg)
THANK YOUMARK [email protected]