A recent scroll through our video library brought to light a notable trend spawned by an underexploited market. It’s an all-too-often overlooked market right here in our very own country.

According to the *IAB (Interactive Advertising Bureau of Canada) in 2010 out of the $2.23 billion in online advertising revenue (2011 stats were estimated at $2.6 billion), approximately $428 million or 19% were from French websites (2011 stats were estimated at $500 million, 17% increase) with a predicted continued steady growth for 2012. The article also goes on to state that 2010 was the year that online ad revenue officially beat out newspaper ad revenue, therefore bumped up to place second and looking to be number one in the coming years. So basically, if you aren’t creating marketing content for online use yet, that’s your first problem. However, if you are…start transcribing! These stats give an idea into how large of a market French-Canada really is when considering online advertising revenue. The chart below sourced from IAB, shows the French proportion of ad revenue in display advertising vehicles (ie. Banners etc.)

French Canada, mostly of course located in Quebec are some of the top rated Internet users and growing each year. What does this mean? There’s a huge market, not being spoken to in their own language! How can this be? As companies and brands begin to merge their marketing efforts online and get more comfortable using this as an ongoing platform its not that shocking that areas become overlooked or forgotten altogether. A critical mistake being made by many companies and brands worldwide is forgetting to translate their videos and other online content. If I haven’t convinced you yet, here are some more Quebec stats that might get you to say “sacré bleu”.

• 43% of Quebecers have a Facebook account;
• Of those, 49% access it at least once every day;
• Only 3% of Quebecers have a Twitter account, but this number is expected to significantly increase in the next few years;
• 15% of Quebecers follow a company on Facebook and 6% on Twitter.
**source: http://www.adeointernetmarketing.com/news/social-media,-a-growing-movement-in-quebec-59.aspx

Just a few examples pulled from our own library of companies tapping into French-Canada and beyond.

*All IAB statistics sourced directly from: http://www.iabcanada.com/blog/2010-internet-revenue-survey

We hope you all had an excellent March – the online video world sure did!

Things are looking very bright in our industry based on some recent reports from comScore, Google and MediaCT.

If you’ve noticed more videos being shared via smartphones, it’s no coincidence and the trend is looking up. In Canada, video is accelerating in the mobile world with half of Canadians watching more online videos than they were last year. Specifically, 35% smartphone owners, 56% tablet owners, and 75% laptop owners in Canada are regularly watching videos on their portable and mobile devices.

Even further, Canadians watch an average of eight videos per week. What percent of our nation is still not willing to engage? A small portion – only 13% of Canadians do not watch any online video content. This is all pretty remarkable and the diversity and easily accessible nature of online video inevitably makes the medium more entertaining than live TV (according to 26% Canadians to be precise).  It’s all about convenience and on demand content with none other than YouTube leading the way.

For those who are using media dollars for the traditional media outlets – you may want to rethink your strategy as leading networks such as CTV and CBC, were popular with only 25% or less of Canadian online video watchers.

Last but not least, Canadians also don’t just watch videos – they take action. Out of those surveyed, 18% follow up after online video watching whether it’s searching for more information, social networking, sharing, visiting or purchasing.

Also, some great news from our neighbours down South:

US has reached a new record of video advertising impressions in one month! 

It’s true, online video advertising impressions surpassed 8 billion for the first time on the record with 181 million Americans watching video online in March.

YouTube is dominating but take a look at who is next in line:

Great month in our industry!

Let’s keep this up,

VMG Team.

Sources: TechVibes & REELSeo
Images:  DigitalTrends, Klaszter.

It’s safe to say that having online video as part of a company’s marketing efforts is finally universally accepted. 

Measuring online video Return On Investment (ROI) is not much different than a traditional marketing campaign. If anything, it presents opportunity for analytics that a traditional campaign would not be able to deliver with a much more targeted reach. When videos on YouTube are able to receive millions of views within days and Comscore releases reports stating that on average a person watches 14.8 hours of online video a month; it’s not the matter of trying to prove that online video marketing is effective.The quick pace of new media in today’s marketing landscape has us trying to keep up with the latest trends more often than not with C-levels wanting to see numbers justifying these efforts. The C suite wants to know that the marketing dollars are achieving the highest value and ROI while receiving the desired results.

So how do you measure ROI of online video?

No matter what kind of video initiative your company wants to execute – whether it’s internal communications or consumer oriented – you’ve got to be able to show the results. Here are some tips that can help you.

1. Know your objectives.

The most essential component of executing a campaign successfully is having clear goals. The simplest way to measure return on what you’re investing is knowing your target audience and what message you are trying to deliver.

Your objectives may vary. For example, if you’re trying to promote product sampling, your objective may be to have individuals register for a coupon on your website after viewing the video. On the contrary, if you’re executing an online video for internal communications between various offices, your objective may be saving on travel costs. Whatever it may be, figure it out prior to execution.

2. Use Available Analytics.

With various analytics tools, it is easier than ever before to evaluate how others are interacting with your video. You are able to examine which videos are being watched until the very end, at what point others may drop off, the demographic of your audience and how far the video is shared.

You are also able to create a model to calculate what the engagements are worth based on your messaging objective and how others are interacting with your video. If you’re looking to promote sampling and want to calculate what the engagement is worth, assigning a value for each sign up is a great way to measure success. For example, every person who watches your video and engages fully by registering for your sampling promo can each equal to $100 of investment. Working with these numbers will make it easier to draw comparisons between media channels.

Similarly, ROI doesn’t necessarily have to equal a dollar figure. It can be social interactions, conversations around your brand and those very important recommendations by your brand ambassadors. If your video is getting shared by your target demographic and this audience is recommending your video to their friends, the reach and engagement is just as valuable as a dollar figure.

3. Partner up with experts.

There is no point in producing expensive high quality content without a distribution strategy. Online platforms have an advantage over traditional platforms in being able to target the right demographic and this is something your campaign should benefit from.

It’s rare that a video goes viral and is shared without a push and without a doubt, a successful online video campaigns require the same level of planning for a targeted distribution to ensure desired exposure to a relevant audience.

If you are able to, it’s beneficial to partner up with experts to help your campaign achieve maximum return – whether it’s perfecting your analytics or helping your video receive the target views it needs. Video marketing agencies like VMG Cinematic specialize in not only producing broadcast quality content for the web but also ensuring that the video gets in front of targeted eye balls.

Let’s take Canadian luxury fashion retailer, Holt Renfrew, as an example. At one time, The HR YouTube channel hosted 22 videos with a total of 92,000 video views; however 84% of those views came from only 2 of the 22 videos with the help of VMG. Furthermore, these two videos have also accounted for total of 84% of total consumer interaction on brand’s channel. 

Partnering up with online video industry leaders can provide you access to numbers and reports that provide in depth analytics and more importantly, results that justify your online video ROI.

4. Don’t be afraid to get creative.

Measuring online video ROI isn’t always an exact science and with a non traditional platform, you have room to come up with creative and different ways to validate your efforts.

Online video can often drives traffic back to your website and one way is to look at what that traffic would have cost if it had been acquired by a push advertisement.

For example, comparing the pay per click model and the received traffic you can use the following:

Running banner ads on a website with $3 per click which results in 300 unique visitors to your website. This traffic of 300 people to your website is then worth $900.

Although this approach offers an easy dollar figure, it’s crucial to note that the difference in pay per click banner ad traffic and organic post video engagement differs greatly and the value through organic engagement is much higher.

To conclude, online video enhances and creates the most engaging online user experiences. When it comes to ROI, the measurement metrics differ greatly depending on the specific goals. However, success lays in in the ability to target a specific audience based on demographic, geographic and contextual parameters.

I recently read an article from the Wall Street Journal about Viral Video that instantly sparked some interest. It focused mainly around Judson Laipply, or as most would know him, the guy from “The Evolution of Dance” video. The article explains that when he uploaded his video on YouTube in the spring of 2006 he had little to no idea what a viral video was or the amount of success he was about to receive. Without any advertising at all the video spread across the Internet eventually reaching 100 million + views.

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Look at that, a two month gap in between posts… shameful.  On behalf of VMG to our many thousands if not hundreds of millions of loyal VMG blog readers I offer our humble apologies and our promise- nay our easily broken agreement, to put up at least one new, insightful, or at the very least incoherent blog post per month.  In the meantime thank you for your patience and without further ado, Today’s subject: “Viral Hope”

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JCpenny’s “The Doghouse” viral short film

As a rule I generally have a low opinion of buzz words and corporate market speak.  It’s a vocabulary too often used by the uninformed trying to pose as the overly informed and in the end those fancy words we come up with to describe new trends grow stale and wind up ridiculed by just about everyone in the know.  Well at the risk of ridicule I’m going to break my own rule and become a contributor, nay a revivalist to the buzz word lexicon with “Advertainment.”  Sure it’s not my own invention and you’ll find it floating around on the blogosphere here and there, maybe in a few industry articles etc. but it hasn’t really found a catch yet.  I’m using it now because there really is no better word to describe the growing trend I’ve been seeing from big brands experimenting with long-form-video-entertainment-advertising (see why we need a buzz word?).

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This is an article I found yesterday which takes a look at the potential effects the economic recession may have on broadband video.  It is definitely something worth checking out, it has some interesting ideas as to why broadband video will survive in tough economic times despite some labeling the media format as ‘experimental’.  The part I found fascinating, yet not suprising is that the fundamentals of broadband video have been laid down and in tough times, people would rather stop paying for cable TV over broadband internet.  High hopes for our industry in 09′!

-Reid

I just saw a piece in the New York Times about YouTube’s new approach to the problem of user-uploaded commercial content. Previously, copyright holders could use the site’s Video ID feature to scan for infringing content, and could then at their discretion issue DMCA takedown requests.

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Sometimes it’s better to avoid MTV. Promoting their new unpronounceable album “Með suð í eyrum við spilum endalaust”, Sigur Rós’ video for Gobbledigook (NSFW… why do I find myself typing that so often?) isn’t the kind of thing the FCC smiles upon. I don’t think most people would find it offensive – far more disturbing things routinely make it onto afternoon television – but naked Scandanavians frolicking in a forest are more of an online-only thing. And while the Internet isn’t free from content censorship either (you won’t find this on YouTube), this is a nice way to take advantage of online freedom. It’s the kind of thing that otherwise would only find distribution on DVD or in a gallery, but can reach a much wider audience this way (and better serve its purpose as a promotional film).

-Nick

via TechCrunch: Veoh is now displaying ads using a behavioral targeting algorithm based on its related-video recommendation engine. This is already being done with traditional banner content on other sites but is new for video portals. Right now it still only tracks user interaction on its own site, but as the article points out, ad relevance could be increased through data sharing partnerships (if the privacy details can be worked out).

-Nick