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BizReport : Blogs & Content archives : July 19, 2011

Expert: Video needs content development

Online video, whether viewed through PC, mobile or tablet device, is coming of age. Once thought of as a way for people to share funny caught-on-camera type moments, there are now professionally produced shows running online-first, advertising options and second-run content vying for attention amidst the user-generated content. How can brands better connect? Throught better content.

by Kristina Knight

iSIGN.jpg"Video requires more content development," said Alex Romanov, iSIGN Media. "[It] has a higher cost but the trend is growing: dramatic messaging with impact that captures the viewer and delivers maximum information with longer term impact and retention. Video is more attractive to viewers and captures much more mind share than a static message. It's engaging and effective."

This month iSIGN released a new device which sends relevant coupons to consumers through television. Called CouponIO, the black box 'listens' to television audio and when it hears an ad for which it has a coupon, offers that coupon to the consumer.

"I can easily foresee the next Shopping channel to be a coupon channel with network operators earning fees from not only advertising but also participation in the transaction value from resulting sales facilitated by these coupons," said Romanov.

The latest numbers from comScore find nearly 180 million American consumers viewing online video clips while global data from Vuclip finds that more international consumers are viewing through Apple's device infrastructure.

"Online video is becoming popular as bandwidth and content allows," said Romanov. Brands are adopting video as a rich messaging solution. ISIGN has also noticed increased interest in mobile video particularly since iSIGN can send video messages with rich content free to recipients and get shopper response instantly."

Tags: Alex Romanov, iSIGN, online video, television, video advertising, video trends

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  • Video marketing doesn't have to be expensive to be great. It all comes down the content of the video. A short, informative video that has real value for the viewer can really help a brand build its reputation and online presence.



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