Why Online Video Production Works
Attention Marketers: Engaging online video productions deliver 250% more clicks than flash or rich media.
When you need to edu-tain and inform online, a Plain English Video will deliver.
A Plain English video costs:
- £799 for the 1st 30 seconds
- £550 per subsequent 30 seconds
Note: 30 seconds runtime video is around 60-65 words.
An online Plain English animated video production will ensure people very quickly understand your offer.
Animated web video samples
Watch Video
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York University Instant impact to explain abstract business services. |
Watch Video
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Cellulaire Suisse Instant impact to promote an anti-ageing beauty product |
Use it whenever winning online business requires explaining:
- How your system works
- Concepts your audience may be unfamiliar with
- The superiority of your method or thinking but without sounding like an advertisement
The stats already show that very few site visitors are going to sit through the alternative – reading online pages, or even a few paragraphs of online text.
This is where a Plain English online video production (like the one above) steps in.
Very quickly and engagingly, a Plain English video will explain the key learning steps your audience need to take in order to properly understand your proposition.
It will entertain and inform.
If you still don’t believe that an online video production will make a degree of difference to your business, please read the following studies/hard evidence.
Why Online Video Production Works: The Facts
- 6,000,000 Brits, inc B2B and B2C buyers, watch video online, and this number is increasing month on month
- Online video dwarfs flash and banners in its effectiveness by 250%
- Page Bounce Rates, a critical web metric, can be reduced by using online video
Let’s examine this in more detail:
UK Online Video Viewing Figures
Worldwide video viewing trends are increasing month on month.
Cisco state that online video viewing is now one third of all internet traffic (source: Cisco)
According to Nielsen, there were 11 billion video streams watched by 139 million unique users in August 2009 alone.
They also say that more new viewers are coming online every month. For example in 2009, 18% more people watched online video than in 2008 (source: Nielsen)
We already know 4.4% of all online videos viewed are in the UK (source: Sysomos)
This equates to over 6 million UK viewers in any single month, and it’s rising month on month.
Conclusion: The above clearly shows that B2B and B2C site visitors are watching more online business video productions than ever before.
Online Video Effectiveness at generating leads and sales
eMarketer says US companies will spend double on online video production in 2010 compared to 2008. Spend is also being diverted away from tv. (source: Clickz)
But what does this massive growth mean for the corporate marketing manager?
A recent study by Yahoo and Warner Brothers states the most engaging online advertising video productions translate into:
- High satisfaction for users
- High brand recall for advertisers
- and a greater inclination for consumers to seek product information (source mediapost)
In addition, eyeblaster worldwide state that online video achieves more than 2.5 times the interaction rate achieved by other Rich Media online advertising, ie, flash (see eyeblaster).
Video creative is critical here.
But companies are planning to double their spend because they know that engaging video wins online customers and, in addition, it wins 250% more clicks than flash or a banner.
Conclusion: Video dwarfs flash.
Google’s view on online video
Google’s view can’t be ignored. Google make over $20BN per year, and it’s growing around 20% year on year (source: Google).
They make these vast sums of money from selling web advertising, including online video ads. And they own YouTube.
Google don’t make a public case for proving that online video production increases website performance. They know this already, and use it themselves.
Google’s biggest concern is to help companies be more successful with their websites because then they’ll spend more on web advertising.
One of the main ways they do this is by providing free web metrics, like Google Analytics.
Google say that a key website metric is Bounce Rate. Bounce Rate is the % of visitors who arrive at a web page and leave without exploring the site further. They arrive – and just go!
Google say “It’s really hard to get a bounce rate under 20%, while anything over 35% is cause for concern, and 50% or above is worrying.” (source: Wikipedia)
This clearly suggests that any company with a key web page, and a 35% or more bounce rate, is haemorrhaging web visitors, and should urgently take steps to stop this as it’s costing them money.
Combine this with what we already know, that an engaging online video production wins 250% more clicks than flash and banners.
It clearly suggests that an online video production will reduce bounce rates.
Google’s actions directly support this view. They recently added Event Tracking to measure online video plays to their free Google Analytics web statistics package.
Incidentally, Google Analytics is increasingly being used by Times 1000 companies who no longer wish to pay high prices to understand customer web activity.
Conclusion: Google provide online video metrics to help you reduce your bounce rate.
Summary: The Case for Online Video Profitability
- UK B2B and B2C site visitors are watching more online business video productions than ever before.
- Companies are planning to double their spend because they know that professionally made engaging online video wins online customers.
- In addition, online video wins 250% more clicks, dwarfing flash or a banner.
- Online video production will reduce bounce rates, and Google’s actions directly support this view.
2011 addition:
Now online video production is becoming established as a business norm, it’s very likely your business competitor has an online video, and you don’t.
Different business niches are moving faster towards using online video as a key marketing tool.
Vigilance is needed to ensure your business niche has not become “video-ized” without you being aware of this.
Be aware and take care.
Sources
Online sources used in compiling this report:
- Cisco: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/
ns705/ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html - Nielsen: http://blog.nielsen.com/nielsenwire/online_mobile/
total-online-video-streamsup-41-from-last-year/ - Sysomos: http:www.sysomos.com/reports/video/
- Clickz: http:www.clickz.com/3627767
- Mediapost: http:www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=111163
- Eyeblaster: http://www.eyeblaster.com/Data/Uploads/whitepapers/
Eyeblaster_White_Paper%20-%20Video_Best_Practices%20_5.pdf - Google: http://investor.google.com/fin_data.html
- Wikipedia: http://en.wikipedia.org/wiki/Bounce_rate
- Search Data Management: http://searchdatamanagement.techtarget.com/news/
article/0,289142,sid91_gci1362987,00.html
This report is copyright to www.rossiterandco.com and may not be reproduced without permission.
And after all this, you still don’t believe online video production works?!
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