I have to admit I haven’t heard of Greg Jarboe before, but I sure as hell liked what he had to say in this video. And yes you should check out the Monty Python YouTube case study he mentions because it is truly eye opening to the potential of YouTube as a direct marketing and sales conversion tool (Monty Python DVD sales went up 23,000%!).
Here’s the link to the full Monty Python case study
Check out my recent Q&A in Toronto Marketing Blog with Sandra Bekhor on the topic of marketing professional service firms with online video: http://torontomarketing.blogspot.com/2009/09/marketing-professional-service-firms.html
- Evan
Posted by Marina in Uncategorized | No Comments »
YouTube is the premier destination in watching and sharing online videos. Increasingly companies have been jumping on the bandwagon and using YouTube in order to reach their target markets, as well as develop interactive relationships with their audience. It appears as though everyone has migrated online.
The core reasons for YouTube’s success lay in unique areas that cannot be covered by traditional marketing methods. YouTube is more effective for both the consumer and advertiser because of an instant lead to a product/service through a website, an interaction with the audience (unlike TV + print), cheaper cost, and it’s unrestricted availability 24/7 at the consumer’s convenience. What other method of advertising can you say that about?
Success stories:
“ Family Guy”
Seth MacFarlane of “Family Guy” and Media Rights Capital knew they needed to be creative and break through the online cluster so they created a web-only collection of episodes called ‘ Cavalcade of Cartoon Comedy’. Instead of simply building a website and hoping people stumble upon it, they pushed the content to the public by creating YouTube channels that were distributed through out YouTube and Google’s Content Network.
End result? In just a short time, ‘ Cavalcade of Cartoon Comedy’ became one of the most popular phenomena on the web.
Lionsgate
In promotion of “ Forbidden Kingdom” Lionsgate did not simply want to be airing trailers on TV. They also made sure to take their Internet presence beyond simply the film’s website. The Google ad network extended the reach everywhere from search ads to buzz targeting. It gave a reason for the audience to “come back” to view the brand. And come back they did, 3 million times.
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.
Posted by Nick in Technology, Things We Like | No Comments »
Nintendo has an interesting spot up on their Experience Wii YouTube channel. It doesn’t seem that special at first, but give it 30 seconds – it’s pretty surprising.
How do they do it? Well without getting too geeky on you…
YouTube just launched a new addition to their Insight metrics package called “Hot Spots”
Hot Spots lets you drill down into your video’s timeline, giving you an unprecedented look at how audiences feel about each moment of your content. (more…)
Two examples for you. First, a childhood hip-hop mashup:
Second, a drunken twist on historical docu-drama (after the jump)…
Something I missed mentioning in the annotation post: Samsung is out ahead in the commercial annotations game with their campaign for the Samsung Instinct.
Follow Your Instinct is an annotation-powered choose-your-own-adventure movie in which you (a young heterosexual male office worker) must make a series of choices between (1) having sex and (2) doing boring shit. You’re rewarded for following your rebellious instincts (jury’s out on how the compulsively boring dudes out there feel about this).
With YouTube’s video annotations feature starting to get some momentum (see below for update), I thought it might be good to address the concept of interactive video. “Hypervideo” – the inclusion of dynamic hyperlinks into video on a time-dependant basis – isn’t particularly new. In early 2004, web ad technology company United Virtualities released their Shoshmosis engine, which placed a clickable Flash layer over streaming video. Before that, eline Technologies (now VideoClix) had a QuickTime-based solution complete with clickable objects that triggered contextual content alongside the playing video. But hypervideo has yet to penetrate into the online mainstream, and most web video experiences are still remarkably linear.