Web Video: Changing the Game for Direct Marketers

Web Video:
Changing the Game
for Direct Marketers
Web Video Marketing CouncilWeb Video:
Changing the Game
for Direct Marketers
Table of Contents
1 Abstract
1 The Next Big Thing for Direct Marketing
3 The Need for More Engaging Direct Marketing Content
4 The Emergence of a Powerful New Direct Marketing Application: Video Landing Pages
5 Critical Components of Effective Video Landing Pages
7 FLIMP® - A New Technology Platform for Video Direct Marketing
8 Conclusion - A New Direct Marketing ParadigmWEB VIDEO CHANGING THE GAME FOR DIRECT MARKETERS 1
The Next
Big Thing Abstract
for Direct
Marketing Exhibit 1. Graphic image of a new uring the first twenty years of type of portable Dthe Web, content presentation video landing page called a "flimp".was focused on text and graphics. Today, however, video is the fastest growing content segment of the Internet. With the continued growth in numbers of broadband users, web video is becoming the next big thing for direct marketers. According to Forrester Research, the next generation of Web marketing will be video-heavy. Users will be as much a part of the experience as the This report, which describes the emerging web video direct marketing content. category, discusses how online video marketing isn't just for advertisers The early stages of mainstream anymore; explains the applications and benefits of interactive web video adoption of Internet video are and in particular video landing pages for direct marketing, communications happening now. Currently more and sales; and explores how new technologies are enabling users to create, than half of adults watch online distribute and measure effective email video marketing campaigns without video on a regular basis. David programming or advanced technical skills.Hallerman, a Senior Analyst at Web video marketing is here. It presents exciting opportunities eMarketer believes that more for marketers, communicators and salespeople because interactive than any other advertising format, audiovisual content is more engaging, interactive and responsive than static email and website content. Just as web video and rich media have changed brand advertising in recent years, video and rich media Video and rich media have the have the potential to change the rules of the game for direct marketing potential to change the rules applications like email and paid search. As Ian Schafer, Founder and CEO of Deep Focus, put it in his of the game for email and commentary, Video's New Rules: Evolve or Dissolve (Online Media search marketing Daily):"It's hard to play a game when the rules constantly change. However, unlike generations before, marketer-created or brand-sponsored video Internet video has the potential to is now versatile and portable enough to be much more to consumers blend multiple marketing elements than a commercial."together - branded entertainment, paid search, viral marketing, consumer-generated media, behavioral targeting, website brand marketing and direct game for online direct marketing, Web viewing audience. And, marketing. including email, paid search and unlike television, the impact As new broadband and mobile- social media marketing. of web video can be measured based digital media technologies directly and immediately. make web video available to even larger audiences, they will provide A Few Reasons: .??Video content has become a conduit for ever richer, more increasingly affordable and engaging, interactive marketing .??The explosive growth of web available to marketers due to experiences. Consumption of web video can be attributed to a improvements in technology video as direct marketing messages number of factors, including the that have made it less expensive will increase and will reshape the rapid adoption of broadband to produce and edit. Improved direct marketing channel value and the ability of computers compression technology has chain as we know it today. Just to support and display video. greatly reduced the size of digital as online advertising content has Online video offers the ability files, broadband has enabled changed over the years, interactive to display moving images the fast delivery of online video video and rich media have the and sounds in a context that anywhere in the world at very potential to change the rules of the emotional... [download for more]