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BizReport : Viral Marketing : January 24, 2011

Why video is a good option for brands

Everyone is watching video. Okay, maybe not every single person, but the majority of Americans are now tuning in online to watch television shows, news and sports clips and original content in unique niches. How can brands get involved?

by Kristina Knight

spreadshirt.jpgAccording to the latest details from comScore, US consumers spent more than 873 minutes watching video clips in December. Of the 5.1 billion video sessions, 1.9 billion belonged to Google sites (including YouTube). On average, Google viewers spent 4.6 hours with video content (December 2010).

The key for brands is proper distribution of content or ads. Platforms such as Jivox are trying to simplify that. Last week Jivox released a platform which allows for the delivery of a single video ad across all online, mobile and social media channels - including different devices like iPhone, iPad and Blackberry devices.

The key for video creators? Monetizing the content. Mark Venezia is the Vice President of Global Sales and Marketing, North America, with Spreadshirt. With the number of consumers watching video, he says one important things brands can do is to align themselves with content which complements the brand and on a channel which appeals to the brand's target demographic.

"If you have good original content, are consistent with posting on a regular basis and are a little lucky, that is the secret of success," said Venezia. "Today you need to find a niche and pray that it goes viral...and then you need to know how to market and monetize those hits. That's where we can help."

Spreadshirt identifies video creators with unique or niche content to help them monetize the clips.

"One good example of a successful 'youtuber' is Justine Ezarik, aka iJustine, who has a blog and a YouTube Channel with almost 1,000,000 subscribers, where she posts videos ranging from product reviews, travel destinations, restaurant reviews and even how to make a gingerbread house. She is young, attractive and wholesome and is a brand advertisers dream if you are trying to reach a female demo of 14-22. Ijustine currently has a relationship with Apple," said Venezia.

Tags: comScore, Jivox, online video, Spreadshirt, video advertising, video stats, viral marketing, viral video

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