'Net Features : video

Live Streaming Comes to Brightcove

Pete Prestipino — Wed, 15 May 2013 20:00:00 GMT

Video platform Brightcove has released a new module that will enable its customers to create and deliver multi-bitrate live video streams to the Web, iOS, and Android devices.

Similar to its on-demand video offering, Brightcove users will have access to the full set of analytics and monetization features, which could make the platform a genuine contender for brands needing to manage the full lifecycle of a live event from the convenience of one powerful platform. It is, however a rather crowded market with Edgecast, Ustream, DaCast, LiveStream and many others vying for a share of the space.

The good news is that there seems to be a fair amount of demand for live streamed content. A consumer study from Accenture revealed that 29 percent of tablet owners watch live content on those devices. Compare that to 52 percent of connected TV owners and 21 smartphones users that have watched live events and you start to get a good idea of what this release could mean for Brightcove.

"Consumers are increasingly accessing live event coverage, providing new opportunities for publishers to drive revenues and increase viewer engagement," said Ashraf AlKarmi, vice president of product management at Brightcove. "Live events have historically been difficult to manage and expensive to deliver. With Video Cloud Live, we are removing that complexity and high cost and enabling customers of all levels and technical expertise to deliver impactful live video events in an easy-to-use dashboard within the Video Cloud environment."

10 Tips for Overnight Web Video Superstardom

Allison Howen — Fri, 12 Apr 2013 19:30:00 GMT

If you want to spice up your Web presence, it may be time to consider implementing a video strategy.

If you aren't convinced, consider this: A recent comScore study reveals that Americans watched 33 billion online content videos in February alone. Moreover, Invodo research shows that consumers watch video 60 percent of the time when it is available, and that 52 percent of consumers who watch product videos claim the videos make them more confident about their purchases, which helps to reduce return rates.

In addition to those stats, implementing a video strategy can help your enterprise drive site traffic, improve time-on-site and engagement metrics, increase conversion rates and grow its social fan base. That said, producing videos can be a complex and even an intimidating process if you’re just starting out, which is why Website Magazine has compiled 10 tips that will help you become an overnight Web video superstar, just check them out below:

1. Get Good Equipment

While a simple Webcam along with a free online editor is suitable for composing basic videos, you should consider purchasing higher-end equipment if you intend on producing videos on a regular basis. For example, if you are creating product videos that include a lot of detail, you should invest in an HD camera. Also, there is nothing worse than trying to edit a shaky video, and since shooting a steady video with a handheld camcorder is harder than one would think, a sturdy tripod is also a good investment. In addition to those pieces of equipment, some of the Web’s free video editors, such as YouTube or WeVideo, don’t include as many features as you might want, in which case you should purchase a more robust video editing platform, such as Apple’s Final Cut Pro or Adobe’s Premiere Pro. Lastly, if you’re struggling with capturing sound, a microphone will certainly help with this problem.

2. Make a Plan

Before your jump into the production stages, you must first create a plan for your video. For example, what is the goal of your video? It could be to drive more traffic to your website, to inform your audience about a new product or to foster a better relationship with your customers. Once the goal has been identified, you must decide what type of video will allow you to reach this goal, such as a demonstration, an advertisement, a comedy or just a straightforward informative piece. You might still need some inspiration for your content, in which case you should check out TubeRank. This platform enables users to set three conversational triggers in order to view similar videos that have been successful on the Web as inspiration.

3. Write a Script

You may be good at giving off-the-cuff speeches, but that is not the best strategy for video content. This is because online videos have the ability to be seen by millions of people, and you don’t want any flubs to take center-stage over your content. By writing out a script, you can make sure that you include every important piece of information into the video and that your thoughts are organized so that the video isn’t too long and turns your viewers away. Additionally, you might even be able to find a way to fit some quirky or entertaining tidbits into the script that would be harder to implement when improvising. That said, don’t rely so much on your script that you come off as stuffy in your video, because it is important to show your personality in order to be more relatable to your viewers. This is where practice comes into play…

4. Practice Makes Perfect

Before you start shooting, make sure to practice because you need to be confident in the content that you’re selling. While you should practice in front of an audience at least once so that they can give you some tips for improvement, the best way to self-identify areas of improvement is by simply reading the script aloud and recording yourself with a Webcam. This will not only get you familiar with being on camera, but it will also give you an opportunity to analyze your voice (did you pronounce every word correctly?), as well as an opportunity to identify any nervous ticks you might have. Furthermore, by reading the script aloud, you will feel more comfortable with its content and be able to edit areas that don’t sound quite right.

5. Just Do It.

This step is pretty self-explanatory: Just do it. While your first video will most likely end up not being your best in the long run, it will help to give you confidence, which will go a long way in future productions.

6. Put On Your Editing Pants

After your video is shot, it’s editing time. It is important to note, however, that the amount of editing you will have to do depends on your video’s quality, content and purpose. For example, if you’re a skincare line that is shooting a product demonstration, you may want to splice in some close-ups of a model’s skin during a step-by-step demonstration. Conversely, if you’re a pet store that is putting together a video of your customers with their pets, it might be appropriate to use some unique effects, such as custom graphics, or attention-grabbing transitions when switching between photos and videos.

7. Don’t Forget About Audio

While you should certainly make sure your audio is consistent throughout your video during both the shooting and editing processes, you might also want to consider adding background music or sound effects to specific parts of your video. If this is the case, make sure you have permission for any audio you add to the video. YouTube, for example, allows users to access select audio from Creative Commons for their videos.

8. Ask for Feedback

After the video is edited, it is a good idea to show it to colleagues before publishing it to the ’Net. This is because an extra set of eyes and ears might see or hear something that you didn’t, such as a black spot between transitions. Furthermore, outsiders might suggest adding an element that you had previously overlooked, like captions or additional images or video footage.

9. Distribute

Once you are mentally prepared to become an overnight Web video superstar, it is time to start distributing your video across the ’Net. If you are not hosting the video on YouTube, then you will need to use another hosting platform like Vzaar or Brightcove. Once the video is up, it should definitely be featured on your website, but you should also create social and email campaigns around it too. By sending the video to your subscribers and sharing it with your Facebook, Twitter, YouTube and Pinterest fans, you are increasing its audience reach and its chances of going viral.

10. Measure

After your video is published, it is time to start measuring results. While you should definitely evaluate metrics like views, time watched and completion rates, you should also analyze traffic spikes on your site because of the video. It is also important to monitor the devices and channels customers are using to view the videos, as this can help you tailor future video content and promotion strategies based on the audiences who respond best to this type of visual content. Additionally, to measure the popularity of your video across the social Web, you should analyze popular engagement metrics, such as shares, likes, comments, retweets and replies.

YouTube Search Trends in Focus

Pete Prestipino — Tue, 02 Apr 2013 19:25:00 GMT

Google Trends began adding YouTube search data last month. The change will enable video publishers to more accurately optimize videos for the search engines, but how can marketers use the data?

Researchers will find data to help answer important questions about the naming of videos, the optimal tags, the best descriptions, whether videos should be created for certain target (geographic, demographic) markets, and more. It’s a veritable treasure trove of keyword-level marketing research.

To get started, just head over to Google Trends, enter the keyword and change “Limit to” to YouTube Search. Users are able to see information including the interest over time, the region interest and even related terms. Perhaps the best part is that users can also limit to location, timeframe (the system provides data back to 2008) as well as by category.

Here’s how the “iPhone” and “Android” search terms compare on YouTube (iphone in blue, andriod in red):

Videos, Brochures and Surveys Added to 1&1 MyWebsite Package

Allison Howen — Mon, 25 Mar 2013 19:05:00 GMT

Popular Web hosting provider, 1&1, has launched a new set of inclusive features for its MyWebsite package, which aim to enhance the appearance and capability of small business websites.

The new tools enable users to add video, brochure and online survey functionality to their websites. For example, the new Video Maker tool allows users to create audio-visual material that can be published on sites for a more influential sales approach. With the tool, users can create a video from up to 20 images, and have the ability to add royalty-free music to the video to accompany the images.

Moreover, 1 &1 has launched a brochure app, which can be helpful in assisting consumers with their search for products or services. With this tool, users can combine images and text to create a 32 page PDF brochure that can be viewed, saved, printed or shared from the business’s website.

Lastly, 1 &1 is launching an online survey tool that will be available in April. This app allows users to create and embed surveys directly within their company’s homepage. The tool comes with a variety of survey templates that can be edited and customized. Additionally, a report of the survey results is provided online or emailed to the business owner in either PDF, Word, Powerpoint or Excel formats.

Monetize Video Across Devices with Brightcove

Allison Howen — Tue, 19 Mar 2013 16:15:00 GMT

Brightcove has made it easier for businesses to monetize video across devices, thanks to the general availability of its monetization solution for HTML5 video.

The video solution includes support for Video Ad Serving Template (VAST)-compliant pre-, mid- and post-roll ads, a new HTML5 video player API for setting and changing ad policies, as well as HTML5 video plugin support for popular ad servers, including FreeWheel, Google, Videoplaza and YuMe.

By leveraging the solution, businesses can maximize the revenue potential of their online video initiatives across platforms, including desktops, mobile devices, operating systems and browsers, as well as choose the best ad servers for their business.

“Media companies today must have confidence that their online video platform can address the ever changing landscape of monetization opportunities across a wide range of screens and devices,” said Chris Johnston, vice president of digital media solutions at Brightcove. “From early on, Brightcove has invested heavily in building a strong ecosystem of HTML5 advertising partners and a flexible, open architecture that makes it easy for partners to integrate with our platform. We are committed to helping our media customers future-proof their online video advertising initiatives and ensure they can consistently and reliably reach their audiences and generate the most revenue.”

It is also important to note that Brightcove invested in its Smart Player framework over the past year, which automatically adapts the video experience to account for operating system and browser inconsistencies. This technology ensures that ad integrations will work consistently across both HTML5 and Flash-based desktops and mobile devices, as well as makes it easy for advertising partners to build integrations. Moreover, the Smart Player framework allows users to future-proof their online video investments and advertising strategies by offering support for new platforms and operating systems as they enter the market.

Currently, the Video Cloud platform provides HTML5 video plugin support for ad servers from FreeWheel, Videoplaza and YuMe and Flash video support across more than 30 other ad servers and networks. Additionally, Video Cloud is among the first online video platforms to support Google’s IMA3 SDK on both Flash and HTML5, which enables publishers to take advantage of advanced features in the DoubleClick for Publishers (DFP) video module.

Charge Subscribers for Video

Pete Prestipino — Tue, 12 Mar 2013 16:50:00 GMT

If you're like most of the digital media professional I know, you're simply not willing to get in front of a video camera to sell your wares or position yourself as the guru's guru. That may change as popular video platforms like Vimeo are now enabling video creators to sell their work, in whatever way they want.

Last November Vimeo started releasing features for video creators to monetize their work. It's Tip Jar offernig enabled fans and video viewers to send small cash payments to producers/creators. Vimeo then followed that up by introducing a pay-to-view experience on the platform. Now however, Vimeo kicked it up a few notches with its Video On Demand program, an open platform that enables producers to sell their work directly to their own audience and on their own terms.

Vimeo Pro users will receive a 90/10 revenue split, provide their audience with a cross-platform (mobile, tablet and connected TV) experience. Vimeo users are also able to set the price, determine how long the work will be available after purchase, and even limit it to available regions.

Sales Funnel Best Practices

Administrator — Thu, 07 Mar 2013 17:30:00 GMT

By Scott Matthews, CEO of Webcollage

Online retailers have a lot of visitors, but more than 97 percent leave without buying anything. Part of the formula to driving more conversions is to assure that what you answer is most if not all of the consumer's questions about your product. This may seem self-evident, but it is not just what you say to visitors, it is how you say it that can lift sales (anywhere from 12-36 percent in some cases I've seen).

For example, enhanced content - which runs the gamut from simple text, elaborate product shots, video (see 'New to QuickBooks?'), 360-degree views, customer testimonials and reviews (click on 'Product Tour”/”Feature Reviews') has proven in countless A/B tests to drive higher sales. Here are some best practices when using enhanced content to move customers down the sales funnel.

- Typically, Internet users do not read every word of text presented on a Web page; instead, they scan the page for information applicable to them. So use graphics to accompany each feature. Shoppers who scan the page can be lured into reading the full text, or may get the answer they need to make a purchasing decision just from the graphic. Using large images enhances the visual quality of the page and helps shoppers quickly scan through the different product features.

- With interactive tours, shoppers get a complete view of product features. Shoppers can click on each feature and learn more about it and how the feature is used in practice. Videos can also be included to elaborate on each particular feature in even greater detail. Be aware that neither Amazon.com nor Walmart allow videos or interactive tours, opting to use just the video snapshot as static graphics (referencing the 360-degree views link above).

- Always include a list of all items that are included in the product package. Shoppers need to understand what complementary items, accessories or parts they get and which ones they need to purchase. Without this information, they may delay a purchase decision. Try using not just a bulleted list but also an image of the unpacked box, with all included items. Providing the full set of attributes helps shoppers who need to understand a particular aspect of the product decide if this product fits their needs—thereby accelerating their decision cycle and reducing return rates.

- Include a compatibility (or System Requirements) section that lets shoppers know what other equipment, devices or environment they need to have for using the product. This helps shoppers determine if they will be best able to use the product in their home or office. Also provide access to product documents to let shoppers find information that may not be included in your web marketing materials—such as specific information about installation, connectivity diagrams, operating instructions, etc.,. Owner’s guides and installation guides are particularly beneficial as they help address shopper questions and concerns around using and installing the product.

- Show the product in its day-to-day context, for example, a video camera held and connected to a notebook computer. Showing products in context help shoppers visualize how it would fit in their environment and provides them a better sense of dimensions and convenience.

- Other quick-hitting ideas: A Frequently Asked Questions (FAQ) section may be the best way to address some shopper concerns. If you present a comparison table that shows the difference between this product and other products in the same family you help shoppers understand the differences and possibly upsell them to a more profitable product. Don't forget to emphasize your company’s green strategy. If you have new functionality in each edition of your product (e.g., 2013 edition vs. the 2012 edition), a What’s New section is helpful to consumers.

The bottom line is that with consumers increasingly accessing the internet for information before making purchases, the more information you give them in the most compelling packing, the higher the chances they will buy on your site or in your store.

About the Author

Scott Matthews joined Webcollage in April 2006. He brings more than 20 years of sales and executive management experience to his role as CEO. Scott has a proven track record in direct sales, business development, OEM sales and distribution channel management. Most recently, Scott served as a Director of the Eastern Region for Secure Computing, an industry-leading network security vendor. He previously worked as Vice President of Sales for both Optum and InterWorld and held sales management positions with Data Switch, Oracle, Siebel and Genesys. Scott holds a bachelor's degree in business administration from the Rochester Institute of Technology and a master's degree from Pace University.

Video Analytics with vidIQ

Pete Prestipino — Fri, 01 Mar 2013 19:05:00 GMT

Video remains one of those areas of immense, yet relatively untapped, potential. One of the reasons may just be that few (if any) solutions exist that assist brands in maximizing their exposure. That will likely change however with Website Magazine’s Startup of the Week – vidIQ.

The SaaS-based enterprise-level audience development suite is designed to help YouTube marketers increase their views and subscribers.

What makes the vidIQ platform so interesting from a brand marketing perspective is that it incorporates most, if not all, of the essential elements of a successful video campaign. The platform offers a database of relational YouTube search trends that recommends the best tags, listening tools to help accurately identify influencers, an analytics engine to break down viewer and engagement metrics, automation mechanisms for scheduling videos at the optimal time, and collaborative workflows so marketers can work with other members of their team.

vidIQ already successfully manages over 10 billion views, primarily serving agencies, larger networks and global brands, including AOL, Mondo Media, and Revision3.

“As YouTube’s popularity continues to skyrocket, it has become a critical destination for brands to engage with their audience. And, as YouTube has let us all know, ‘Audience development is equally as important as great content.’ CMOs and social media managers who use our suite are thrilled that they finally have a tool in their arsenal that allows them to double down on YouTube and drive real growth,” says Rob Sandie, CEO and Co-Founder of vidIQ. "This is a watershed moment for online video, and our tools ensure vidIQ’s users won’t be the last to arrive at the party.”

5 Video Strategies for Merchants

Allison Howen — Mon, 25 Feb 2013 20:40:00 GMT

A strong video strategy can provide merchants with many benefits – from an increase in engagement and conversion rates to better placement within the SERPs.

The biggest challenge with video, however, is creating content that will engage consumers and entice them to hit the play button. While many merchants implement video on their sites, often times their video strategies are limited to product videos and demonstrations for specific items. Although these types of videos are definitely helpful, they aren’t very engaging and are rarely available for every product on an e-commerce website.

In order to harness the true power of video, merchants need to create a more robust and innovative strategy that not only showcases their products, but is also interactive and makes consumers want to hit play. Luckily, Website Magazine has compiled a list of five tactics that can help merchants revamp their current video strategy to get better results, check them out below:

Go Live

Brands that want to stay a step ahead of the competition should consider implementing a live video strategy. One way this can be done is with the Your BrandLive platform, which is a video communication software that uses live video and chat to create a unique customer to brand experience. In fact, brands can use the service to broadcast live video from any location and participate in real-time interactions with customers. Moreover, merchants can sell products during video sessions by uploading items into the Brandlive dashboard. By doing this, products are displayed across the bottom of the live video with titles, descriptions, images, prices and a call-to-action button for making a purchase.

That being said, merchants can also go live on Google+ with Google Hangouts. This feature can be used to video conference with up to ten people at a time, as well as live-stream a broadcast publicly onto Google+, YouTube and websites. This could come in handy when revealing a highly-anticipated product for the first time.

Start Advertising

According to comScore, U.S. consumers watched 11.3 billion online videos in December 2012, which proves that video advertising is a big business. Furthermore, video ads tend to be successful because consumers typically either have to choose to hit play in order to view the advertisement or have already decided to watch a video (meaning they are alert) when the advertisement is shown. Merchants can launch video advertisements through Google, as well as on video ad networks like BrightRoll, Live Rail or Adap.TV. Additionally, LinkedIn recently announced video ads on its self-serve platform, which could be a good place for B2B merchants to display their advertisements.

Promote User-Generated Reviews

Most merchants know how influential consumer reviews can be, so why not feature them in a unique way? Yes, we are talking about video reviews. In fact, there are a variety of platforms available that allow merchants to include user-generated video content on their site, including Bravo, Authntk and EXPO TV. These videos could even prove to be more valuable than written reviews, because it is easier to tell someone’s sentiment when you can watch them speak, which makes this type of user-generated content more personable, relatable and believable.

Get Social

It is important to use a multi-channel approach when implementing a video strategy. By maintaining a YouTube channel and cross-promoting that content on other social sites like Facebook, Twitter, Google+ and Pinterest, merchants have the ability to show their products to a wider audience. Moreover, merchants can use their social videos to create a variety of content outside of tutorials and demonstrations, such as entertaining spoofs or a behind the scenes look at a company.

Videos for Every Item

Just because you have updated your current video strategy to include some of the aforementioned tactics, doesn’t mean you should neglect adding or updating product videos/demonstrations on your site. After all, product videos are helpful to consumers who are on the verge of making a purchasing decision, which means having a video on every product page could potentially have a dramatic influence on conversion rates. That being said, creating videos is time consuming, which is why platforms like Treepodia can be very helpful to merchants. This is because Treepodia can be used to turn entire product catalogs into product videos. The platform does this with Image Reviving Technology, which brings still photos to life. Moreover, the videos are always kept up-to-date as the platform automatically generates new video versions to reflect changes in inventory and all videos are based on existing product images, descriptions, prices, user reviews and merchandising rules.

Video for Magento Merchants

Pete Prestipino — Wed, 06 Feb 2013 20:15:00 GMT

E-commerce video platform Treepodia is bringing its services to Ebay owned Magento deployments.

Treepodia provides a sort of all-in-one video management solution, enabling users to create, host, stream, distribute and optimize video delivery. It's new downloadable extension, which it is distributing on Magento Connect (the platform's app store) brings these capabilities inside Magento installation. With built-in social sharing features and mobile capabilities, and combined with performance optimization features through built-in A/B testing mechanisms and learning algorithms, the extension is one that should definitely catch the attention of Internet retailers.

"Product videos are proven to have a major impact on ecommerce conversion rates as well as SEO rankings," said Melody King, VP of marketing for Treepodia. "The availability of Treepodia's platform on Magento Connect will make it easy for Magento-based retailers to leverage our powerful platform used by giants such as Walmart, Dell and Office Depot, at an affordable cost and backed by our 4x ROI contractual guarantee."

Overcoming the Video Hurdle with BizVision

Pete Prestipino — Tue, 05 Feb 2013 20:35:00 GMT

One of the big problems with marketing through a content asset like video is that you have to actually create the video.

Of course, there's a segment of the digitial media population that is pretty good at that, and you'd be wise to consider tapping into their skillset whenever you can (as opposed to doing it yourself). Fortunately, there is at least one service we've come across that can make that virtual dream a reality.

BizVision, a provider of video-powered online training and professional education services, has announced the availability of a network of professional videographers, trained to provide webcasting and video streaming services on the company's cloud-based video solution. Problem solved!

BizVision provides the infrastructure to stream or record conferences, events and training sessions anywhere and last year alone managed more than 10,000 hours of video webcast events. By organizing these video professionals, BizVision is poised to not only give thousands of video professionals and webcasting technicians some additional work, but make the process of video production for brands all the easier.

With online video established as a preferred medium for distance education and training, BizVision's services and solutions have been optimized for companies and professional organizations that need to enlist only periodic help from video and webcast teams for mandated trainings and professional development, as well as other presentations.

"By being able to provide local production resources in all 50 states, our videographer network helps our clients overcome what has traditionally been a major hurdle in remote video webcasting and recording," said Rob Chipman, founder, president and CEO of BizVision. "Our internal video production expertise has enabled us to fully grasp the intricacies of webcasting and multiply the effectiveness and revenue of our clients. As video has fast become a valuable medium for communication and online learning, we have streamlined the cost and process of capturing live learning events to provide organizations with a single solution."

4+ Ways to Engage with Twitter's Vine Videos

Allison Howen — Fri, 25 Jan 2013 19:45:00 GMT

Social networks can sometimes feel like a jungle, so Twitter decided to add a vine to the mix (not literally, of course).

Vine is Twitter’s new mobile service that allows users to capture and share short, six seconds or less, looping videos. According to a blog post from the social network, the briefness of Vine videos is meant to inspire creativity, just like Tweets. Moreover, the videos capture sound in addition to motion. Currently Vine is available for free in iTunes for both the iPhone and iPod Touch, but it is important to note that Twitter is working to make it available on other platforms soon.

The best part about Vine is that it opens up a completely new way for brands to connect with their customers on Twitter. In fact, some companies have already started using the application to engage with followers, including Urban Outfitters, NBC News and Red Vines. In a smart move, Red Vines even turned its Vine media post into a promoted post, so that a larger audience will have a chance to engage with the content. However, creating a six-second video that engages audiences can be more difficult than it seems, which is why Website Magazine has put together a list of strategies brands can implement when leveraging Vine to interact with their followers. Check out the examples below:

(Tip: Click on the video to pause/start it)

Preview Content

One of the most practical uses of the new Vine app is to provide a (very) brief preview of a longer piece of video content that you want users to watch, much like the Birmingham City Football Club does below. Of course, you’ll also want to include a link to the full video if one is available.

Callum Reilly sat down to talk to @blues_tv earlier. Look out for the full feature. #BCFC vine.co/v/b5FhmD0mgUU
— Birmingham City FC (@BcfcDotCom) January 25, 2013

Take Users Behind-the-Scenes

Many brands, including BuzzFeed and NBC News, have been using Vine to take their followers behind the scenes of their businesses and offices. This helps consumers feel more connected with your brand, but can also be entertaining.

Dancing vine.co/v/b5dpFadpuUQ
— BuzzFeed (@BuzzFeed) January 25, 2013

A quick tour inside 30 Rock with @twitter's new mobile app, Vine. vine.co/v/b5H9K2WIYej
— NBC News (@NBCNews) January 24, 2013

Branding

Social media is one of the most powerful branding tools available to marketers, and companies like Red Vines, as aforementioned, have already found interesting ways to push their brand using Twitter's new app.

We made a @vineapp Vine video of Red Vines. #Vineception vine.co/v/b5D7vzrz6OY
— Red Vines (@RedVines) January 25, 2013

Good Clean Fun

You can increase engagement and score a few extra retweets by simply posting fun – or funny – videos that will capture the attention of Twitter users. Just look at these entertaining videos that Urban Outfitters and The Daily Beast have posted.

The most important Vine you'll ever see. #uodogs vine.co/v/b5HEYV0IQPJ
— Urban Outfitters (@UrbanOutfitters) January 24, 2013

Our #firstpost on Vine! Malia Obama photobomb, natch. vine.co/v/b5HA7MJ5eAU
— The Daily Beast (@thedailybeast) January 24, 2013

And More

The Vine application is still hot-off-the-presses, so all of the innovative ways that it can be used as a Twitter marketing tools haven’t even been thought of yet, let alone explored. But as of right now, its usefulness only seems limited by a marketer’s imagination. For instance, Vine can help companies show off new products, improve customer support by answering questions or providing tutorials and can even be used to share (retweet) consumer-generated content about a product or business. And that’s just the beginning!

Video Usage Soars for Vzaar

Allison Howen — Fri, 11 Jan 2013 17:30:00 GMT

While 2012 might have been the year of mobile, Web workers should note that online video’s popularity was steadily rising as well.

In fact, video hosting platform vzaar saw record growth last year, with sales increasing 48 percent from January to December 2012. According to vzaar chairman Gareth Cadwallader, the monetization of video content was one of the strong drivers for 2012’s growth.

“We have seen a surge in the amount of companies using video subscription services to generate profits and enable commerce,” said Cadwallader. “One of the key developments within vzaar's platform has been the move to integrate VAST 2.0 compliant pre- mid- and post- roll linear commercials.”

Security concerns also drove companies to make the move to paid-for-hosting platforms, according to vzaar CTO Adrian Sevitz.

“By developing enhanced security features such as Signed Keys to prevent videos from being embedded anywhere that the user does not want them to be, vzaar are ideally placed to serve this growing market,” said Sevitz. “Security is not just about access but also about control of the Brand. Branding control is essential to any business using video as a way to market their brand. In 2012 vzaar introduced branded video pages that allow subscribers to customize video pages to their own specification.”

Other business features available through the vzaar platform include Multi User Accounts for managing multiple subscriber profiles, Bulk Uploading for up to ten videos at once, Multi Language Player-Support and Video Watermarking.

"2012 represented an important achievement not only in terms of the numbers but also because they reflected a healthy split between new accounts and existing customers who signed on for larger and longer term contracts," said Jim Henry, vzaar vice president of sales. "With the continued rise of online video, global demand for our platform will continue to drive significant growth for us going forward."

Brand Inspiration for Video-Focused Web Retailers in 2013

Pete Prestipino — Mon, 07 Jan 2013 17:15:00 GMT

In 2013, Web Retailers will focus on many things to achieve success - mobile design, search engine optimization, and the customer experience in general to name but a few. It's important to prioritize those digital efforts accordingly based on the needs of your organization as they are fundamental to generating buzz and profits, but another channel should also be capturing retailers attention in 2013 as well as greater financial investment: it's Video, and the top brands are well aware of the channel's importance.

It's not uncommon however for ecommerce merchants to drag their virtual feet when it comes to video. Sometimes that's because of the associated cost (it's not easy to produce high-quality, share-worthy information or entertainment focused video content) so many just don't try. Fortunately, there are an increasing number of powerful software solutions available which make the process of creation, distribution and analysis far simpler (Side note: Website Magazine Associate Editor Michael Garrity is developing a video editor comparison for the March 2013 issue - Subsribe now and make sure you have access).

Video is a powerful marketing mechanism to propel merchants' online retail efforts to new heights - but the time to get started is now. Often, fortunately, all that's really needed initially is a little inspiration. Take a look at ten of the top ecommerce brands and how they're using video today.

Some things that stood out in our analysis was the use of custom profiles, featured playlists, and the integration of social sharing onto the brand's YouTube pages (the only video destination examined).

Not using Video yet? Check out Website Magazine's YouTube Video Basics for Beginners.

Nordstrom

Eddie Bauer

Coldwater Creek

Victoria's Secret

Gap

HSN

American Eagle

Express

Sears

Lands End

Videos Impact Conversions, Revenue

Amberly Dressler — Tue, 04 Dec 2012 15:08:00 GMT

On-site videos deliver brand awareness and engagement, but what is most appealing to companies is the performance and financial impact videos are generating, specifically conversions and revenue.

That’s according to SundaySky, the creator of SmartVideo (a personalized, real-time video experience). The company recently published its 2012 State of Online Video report, which captures and analyzes the current trends in online video including consumption, personalization, advertising, retail, mobile and 2013 predictions.

Highlights of the report include:

• Personally relevant video: While the average email click-through rate is 5.4 percent, Forrester confirms email with video increases this rate 11-16 percent

• Video advertising market growth: Forrester predicts the online video spend will grow 26 percent each year

• Mobile video: 33 percent of marketers could use mobile video to replace the traditional 30-second spot

• Online retail: The number of online retailers that feature videos on their websites is up 200 percent from last year

Also interesting to note, is video’s impact on email. The report indicates that the average text email open rate is 11 to 22 percent, but when you add ‘video’ to the subject line of marketing-related emails, open rates rise up to 30 percent.

SundaySky data also reveals that when customer emails contain video content that is personally relevant to the recipient, such as a bill, statement or account status - open rates jump to 40-60 percent. Furthermore, the click-to-play rate for personalized video ranges from 80 to 99 percent.

Personalized content clearly goes a long way in driving deeper levels of customer engagement.

“We all, as consumers, want to be treated like individuals more and more,” said Sears CTO Dr. Phil Shelley. “We want to personalize engagement, including real-time offers and rewards.”

In addition to using SundaySky’s Smart Video product for showcasing products, Sears also leverages a big data program to drive customer loyalty.

Other retailers have also seen video’s impact on their bottom line. In fact, 48 of the top 50 online retailers feature videos on their website. This is a 200 percent increase from 2011. Higher conversion rates are likely the reason.

“Five percent of consumers who get to the configuration stage and view one of these videos makes a purchase, tripling the conversion rate from before we implemented,” said Lewis Broadnax, Executive Director, Web Sales & Marketing, Lenovo.

Looking forward to 2013, SundaySky predicts the C-suite enhancing customer experience and engagement strategies with smarter applications of videos. Naturally, the company also anticipates the continued rapid growth of digital and mobile video consumption and ad views.