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Yesterday I was invited to the UK launch of a new personalised video platform, created by Dutch company Rednun.
Rednun claims that if you want the biggest impact possible for the maximum number of people, you can’t do it by producing just one video and uploading it on a shared video platform. You need to personally tailor each video for every individual viewer.
The user provides their personal information to a company, the company provides that database of customer information to a production company. The production company creates a video specifically for every customer, providing maximum relevance and complete personalisation.
Rednun claims the rewards are higher conversion rates, brand loyalty, visibility and engagement rates.
I'm naturally skeptical of most things, especially in terms of the technology needed to achieve mass personalisation and the above goals promised by the company, so here's a rundown of the presentation with a few of my own thoughts peppered throughout for balance.
This weekend sees the first ever YouTube Video Music Awards streamed online. In many ways, it’s like a lot of other music awards: there’s glitz, there’s glamour, and there’s Lady Gaga, One Direction and Rihanna (though Cher’s invite is presumably still in the post…).
However, the YouTube awards are different in one major way. Any videos shared across Facebook, Twitter or Google+ since September 2012 contribute to deciding the winner, alongside user votes.
Just over a year ago, in August 2012, Nielsen revealed some research that revealed YouTube as the number one music discovery source for under 18s – a figure that can only have grown in the past 12 months. Arguably, this makes these awards the most relevant of all.
‘Firstdirect is like the platypus of banks, a little bit different’. This is correct, and the ad can be considered a televisual success.
However, online, apart from a well-deployed and anonymous teaser video, the campaign’s lack of fecundity is its main similarity with the platypus.
I’ve had a little look at this curate’s egg of a campaign, with some good and bad bits revealed.
If online video shares translated to sales then the mobile landscape would look drastically different, but unfortunately for Nokia its phones haven’t proved to be as popular as its ads.
New research from Unruly shows that Microsoft’s most recent acquisition received 17% of all online video shares among smartphone brands, second only to Samsung which dominated with more than half (52%) of shares.
Apple came a lowly third with 9.4% closely followed by Sony (7%) and Blackberry (6.7%).
However Samsung’s impressive performance is thanks to the high number of videos it has launched over the years, so it’s potentially a case of quantity rather than quality.
The benefits of video in the ecommerce arena are well known – no other approach generates engagement and sharing, boosts search traffic and conversions to the levels that video does.
But there's more to video than just creating and posting product information. Are you doing everything you can to make the most of these incredibly valuable assets?
Today’s changing digital landscape is forcing organisations to re-evaluate their media strategy as the lines between paid, earned, and owned media become blurred.
It’s crucial for marketers to find more cost-effective and coherent means of engaging with consumers, and that’s why content marketing has quickly become a key part of any organisation’s marketing mix, today used by nine out of ten marketers.
Four simple steps could turn your video content into a powerful driver of organic search traffic, but video works differently to web pages in search engines and this technical detail is causing a lot of brands to miss out.
However, reaching page one of Google is substantially easier with video than a web page.
These top tips will tell you exactly what you need to do to harness the power of video SEO.
When it comes to the Connected TV landscape, it truly is a wilderness out there.
Change in how we’re consuming media provides tremendous opportunity for both publishers and content creators looking to reach audiencea.
However, platform fragmentation and a myriad of technical and business constraints ensure that it’s never been so easy to get lost in the cost and complexity.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include website personalisation, email marketing, mobile paid search, mobile commerce among young men, online video and Samsung's growing popularity among Europeans.
For more digital marketing stats, check out our Internet Statistics Compendium.
Entertainment and FMCG brands dominated social video advertising in Q1, accounting for more than half (54%) of the total online ad shares.
Tech brands also performed well with 17% of total shares, but it proved to be a disappointing start to the year for the automotive sector (9%).
The data comes from the Unruly Analytics dashboard, which has tracked more than 329 billion video views across the social web.
FMCG video ad shares actually increased by a massive 78% compared to Q4 2012, attracting a quarter (25%) of the total online video shares in Q1 2013. Only the entertainment sector attracted more shares (29%).
Despite a growing convergence between TV and online advertising, only half of agencies (50%) currently plan their TV and digital video campaigns together.
However the situation is likely to improve, as more than two-thirds (67%) of those who don’t plan TV and digital video together indicated that they would begin to do so in the next 12 months.
One of the issues preventing a more joined up approach to online and offline video advertising could be the difficulties involved with measurement.
About 43% of agencies agree (7% strongly) that they simply don’t have the tools they need to enable truly unified planning and measurement of TV and video campaigns.
But while the impact of a slow website generally is well-established, there's far less data about the quantitative impact of performance when it comes to one of the increasingly important content types on the web -- video. Until now.