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BizReport : Blogs & Content : March 24, 2011

Vid-marketers: You need more than YouTube

Video is a hot ticket, but advice from some experts may send video marketers in a different direction. According to experts with Vzaar, just posting video clips and content on hubs such as YouTube is a mistake. Instead, brands need to invest in actual video platforms, which offer more versatility.

by Kristina Knight

vzaar.bmpWhy? According to Stephen McCluskey, CEO of vzaar, the key is control - and video platforms give control to the marketer or video owner rather than someone else.

"Brands are built on trust, and there is no better way to communicate online than with using video," said McCluskey. "Brands are about standing out, so with a brand building video campaign, being creative is of course key."

Just how how is video? comScore reports that more than 169 million consumers viewed online video clips in February. There were more than 5 billion video sessions launched with each consumer watching an average of 816 minutes.

A bigger piece of the puzzle, however, is the experience and that is dependent on the environment of the clip. The customer experience should include knowing not only what they watched but who put the content online. Utilizing free sites, he says, opens the brand up to unprofessional issues - stopping or stuttering content, logos from the host site rather than the brand or even competitor advertising.

"YouTube is a good way to get started with online video to promote your business, products and services." McCluskey went on to say, "Businesses need customizable, secure and reliable web video hosting that protects their content and branding."

Tags: branded video content, comScore, online video, video advertising, video content, vzaar

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