Marketers look beyond ads for new ways to use online video

Share this content:
Marketers look beyond ads for new ways to use online video
Marketers look beyond ads for new ways to use online video

As Google's YouTube and AOL and Yahoo videos gain popularity, brands are looking for ways to monetize online video.

“Advertisers who used to get a lot of reach by buying spots on prime time TV are finding that they are reaching less of an audience, so they are looking for new opportunities, especially with younger audiences,” said Usha Srinivasan, VP of product marketing at Vobile, which helps advertisers identify user-generated content to ensure that ads are safe against the content.

Innovid recently launched a new platform that lets advertisers, publishers and content producers create brand integration in video content that is interactive. With it, a brand can superimpose a product into the content. For example, a T-shirt or a product can be placed into the video after the video is shot. The brand also can include a call to action that encourages the viewer to click on the product for more information.

Warner Brothers worked with Innovid to promote the film Watchmen during the online video series, Kyle Piccolo. The Kyle Piccolo episodes were filled with interactive, clickable Easter eggs, linking viewers and fans to secret Watchmen files, images and viral Web sites. The campaign reached more than 1 million views in two weeks.

“The Internet is an engaging and interactive medium, but video can be very static,” said Zvika Netter, CEO and co-founder of Innovid. “We are looking at video as a canvas that can be turned into something where the brand can integrate their message in a dynamic way.”

Besides product integration, online video advertising is being used as a tool for entertainment and information.

“Online video is a platform with an interesting intersection of entertainment and information,” said Jeff Whatcott, SVP of marketing at BrightCove. “This kind of infotainment is very cutting-edge.”

BrightCove also is working to help brands leverage advertising in online video. The technology provider works with The San Diego Zoo, Rhode Island School of Design, The New York Times and Boston.com.

The Rhode Island School of Design uses videos with teachers telling their personal stories to make the school more inviting.

“It's way better than a brochure with leafy photos and some pretty buildings,” added Whattcott.”

Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here