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BizReport : Advertising archives : April 29, 2010

Expert says video's draw is content

When it comes to any type of marketing, brands understand now that consumers want information. They want to be entertained, certainly, but more than that they want product information that is easy to understand without downloading 15 pages of content that they then have to sift through. Which is where video comes in.

by Kristina Knight

"For me, it's simple, people don't like reading SEO text with static images and, in general, if there is anything to be read or studied it will be printed off," said Stephen Anderson, CEO of Cambridge IPTV. "Yet replace that information with a short video and [the consumer] will stay online to view. What is even more apparent in terms of user generated content is that it's getting better. In part due to individuals' experience and secondly as the result of many low-cost, if not free, high quality video editing software applications."

The Cambridge IPTV platform allows video publishers, advertisers and agencies to upload, broadcast and manage video content. There are search and tagging options, making content simple to find, as well as a tool which allows brands to seamlessly join individual clips into one longer, movie-type clip. By making the content searchable, content producers can create entire series of branded content for consumers to watch, engage with and from which they can convert to buyers.

To see how the engine searches, click here.

"For consumers, [the Doovle engine] delivers accuracy. It's easy to use, it is a fantastic search application for archived material commercially or educationally," said Anderson. "For advertisers, video search offers deeper engagement with an audience. You could generate premium targeted advertising [to boost] conversion rates. Publishers or content owners can build search-based services and games. The video search based technology can be developed for iPhone and iPad apps."

According to research released by comScore this week, online video viewing in the UK increased 37% year over year. The majority of video traffic is still be fueled by Google sites, including YouTube, but BBC sites showed a 143% increase in videos viewed from February 2009 to February 2010. MegaVideo showed a 103% increase and Facebook increased videos viewed by more than 200%.

"[Video] is no longer a case of nice to have, it's now a definite must have," said Anderson. "Media owners, broadcasters and content producers alike are all investing heavily in developing platforms for online delivery to enable them to either protect existing revenue streams or develop new ones."

Tags: Cambridge IPTV, online video, video advertising, video content, video viewing

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