Yesterday we came across a study that was recently released by Turnhere.com on what the top priorities are (in terms of communication channels) for marketers and advertisers in 2010. As we expected from our own first hand experience in 2009, online video is at the front of the pack for most marketers and shows no signs of stopping. Now, more than ever companies are recognizing the tremendous potential and ROI benefits of web video marketing. Online video’s acceptance into the mainstream marketing fold has been a strange process over the last few years fraught with starts and stops, hype and hoopla and inexplicable successes and failures. But 2010 looks to be the year this medium comes into its own as a powerful brand communication channel.
What this study reveals and what we have always been advocates of, is how democratizing online video marketing can be. The study polled 116 respondents from companies that ranged from Fortune 500 brands, regional brands, digital, and PR. The marketing budgets of the respondents ranged from the tens of thousands to the millions and yet all said that online video was a must have in their communications mix for the coming year and beyond.
So why is the fever catching on now almost four years after YouTube hit the big time and the concept of “viral” became a household term? Well in those four years we’ve had what I call a “maturation of the medium,” experiments were conducted, audiences were tested, the model was built up, torn down, re-built and refined. The end result? Well to put it simply, online video passed the test. It survived the hype and came out the other side as a incredibly powerful medium capable of crossing genres and cutting through the clutter and growing ineffectiveness of print and TV.
Perhaps the most revealing aspect of the study was that an overwhelming percentage (81%) of respondents ranked internal marketing teams as being the key players and decision makers in pursuing online video. Not the agencies, not the big PR honchos, but the people inside the companies and behind the brands who know their message the best. 2010 will be the year marketers take back the power and get their message to the consumers. Online video and the genre of branded entertainment will be the way they do it, and VMG will be there to help.
Full review of the study from Reel SEO: