Google Aims to Disrupt the Hollywood Studio: Are you taking advantage of it?
By Julie Dillemann, Associate Search Director at Six Spoke
We’re celebrating the beginning of Year 6 at Six Spoke. And for us, it begs the question of “what will the next six years look like?” Will you be reading this article or watching it? This is the question that every business should be considering today. According to Cisco, by 2017 video will comprise 69% of all consumer Internet traffic. Digital marketers see this as evidence that video is the next generation of content. To add to the support for investing in video content, a recent study conducted by Wharton University reveals that people remember 50% more from video content compared to 22% with written text.
This is great news for businesses that are already including video in their marketing strategies. For those late to the game, you’re not alone, but keep in mind that Nielsen expects 64% of marketers to adopt video as part of their marketing strategies in the near future. With one study after another showing improved results from video-based advertising, it is not difficult to see why brands are so interested in using video to disseminate their content. So where are you with your video marketing strategies?
One of the quickest and easiest ways to make video part of your marketing strategy is Google’s “AdWords for Video” solution. It allows marketers to display video ads in the YouTube search results or actually integrate their advertisements into YouTube videos and the Google Display Network. These ads are called Google TrueView videos because advertisers are charged only when a video actually is viewed by a user, which is great for the ROI-focused performance marketer. These new ads offer consumers greater control with opt-in capability while providing advertisers more accurate results on a pay-per-view use only.
Another great strength of TrueView is the feedback that it provides to brands. We used to only be able to measure if a user had “clicked” on our content but weren’t able to tell if they had actually watched the video. Today, Adwords for video allows us to take our analysis a step further and see exactly how much of our content users decided to watch and if they continued to our site afterwards. As companies increasingly invest in the world of video, the ability to have solid metrics measuring success will be crucial.
In a demonstration of the efficacy of video marketing, on August 25th, 2014, Google announced that it had acquired video and special effects startup Zync Render to build on its video production. And more recently, Google has made it increasingly easy for brands and content creators to produce videos. Google has created a handful of YouTube Spaces, video production facilities in LA, London, Tokyo and NYC, where video creators can shoot films free of charge using the latest in video equipment including Red and 4X HD cameras and post-production facilities. Our CEO, Ed Kim, was able to visit the NYC YouTube Space during its launch week last week and noted the varied stage sets and studios within the YouTube Space, from a boardroom, to a diner, to a replica of the famed CBGB rock club. Now brands have no excuse not to get their feet wet with video. We believe that the videofication of the web is happening now!
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