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Dark viral videos and Witchery

February 15, 2009 – 3:50 am

Wikipedia defines viral marketing as “marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of pathological or computer viruses.”

Some recent marketing campaigns have taken their “viral” aspect to its extreme and are not even mentioning a product or brand name, but are instead running a dark campaign. The only aim this can have is to encourage the curiousity of the audience that finds something oddly unreal about the video and starts investigating who could be behind it. Such an approach usually engages younger audiences who dislike overt marketing and gets people talking – ultimately also talking about the brand.

Let me explain what I mean by “dark viral marketing” with three recent examples, one of which is Australian.

1. Taylor Momsen escapes paparazzi

A overly energetic Taylor Momsen runs away from the photographers – something that was immediately assumed by bloggers (e.g. here, here or here) to be an ad. Turns out, it is an ad for Nike. It achieved more than 580,000 views, hundreds of comments, and created quite a buzz around the blogosphere.

2. Leaked assassination footage from Russia

This one is a challenge to uncover – it took one blogger’s intensive detective work to find out that this is really a dark viral ad – in fact, the video is part of the storyboard – for the new first-person shooter game Singularity. Feedcompany bascially admitted in their blog that they helped DDB roll this out. I guess this was a great test to challenge the prospective purchaser of Singularity. With more than 600,000 views within only 2 weeks and more than 2,000 (!) comments, this has certainly hit a nerve.

3. Are you my man in the jacket?

In this Australian video, a girl asks to be put back in contact with a guy she met in a cafe who left his jacket behind. The video was exposed as a dark viral ad for Witchery‘s new menswear line and run by Naked Communications.

For an Australia-only campaign, the video received an amazing number of views – more than 190,000 within the first month and more than 1,000 comments! It made it into main-stream media and got lots of other attention (here and here).

Interestingly, a follow-up video where Heidi “comes clean” also shows all signs of a viral video with more than 40,000 views after only three weeks. Below is the graph as recorded by Vquence, which shows how viral the first view days of this second video were.

This agrees with an analysis published by Hitwise which states that the Witchery website increased its market share within the Apparel and Accessories industry by 120% and ranked the second most popular downstream to receive traffic from YouTube in the same industry. Survey company edentify also reported huge successes for the Witchery brand recognition and perception. In contrast, social media monitoring service Streamwall reports only little viral effect and a dominantly (by 23%) negative social discussion.

It seems while the industry was outraged about this dishonest ad and authored much of the negative publications around it, consumers were amused and entertained for a while, but mostly indifferent about it. The publicity certainly helped increase the brand knowledge.

The more fundamental question about these kind of ads is: should you produce a video ad and not mention what it is actually trying to sell? It seems not disclosig the brand can stir more interest from the public and more airtime by main-stream media. On the other hand you take the risk that the audience does not follow up and discover the brand at all. I think we’re going to see many more of these videos.

The largest problem with such ads is that they are not per se creating customer engagement, but just customer entertainment. It will be difficult to include them into a strategy that keeps people engaged with the brand. It will work well to enter a young market with a bang.

By silvia | Posted in Campaign | Tagged dark, marketing, naked, nike, singularity, viral, witchery | Comments (1)

Top Rated Superbowl Ads 2009

February 6, 2009 – 12:15 am

I promised to report on the performance of the Superbowl ads on YouTube. This is actually not as simple as it sounds because the different ads were not uploaded at the same time and some had an unfair advantage for having been up on YouTube for a couple of days before the Superbowl. Therefore we normalised out all activity from before the Superbowl actually ran and only measured the increase in views, comments, and ratings between the 2nd and the 4th February. Here are the resulting rankings:

Rank	New Views	New Comments	New Ratings	Final Rating
1	Pepsi – Refresh Anthem	Careerbuilder.com	Pepsi – Refresh Anthem	Bridgestone – Astronauts
2	Careerbuilder.com	Hulu	Careerbuilder.com	Hulu
3	Pedigree	Pepsi – Refresh Anthem	Hulu	Monster.com
4	Bud Light – Meeting	Doritos – Crystal Ball	Doritos – Crystal Ball	Miller – 1 Second
5	SoBe – 3D Lizards	Miller – 1 Second	Miller – 1 Second	Doritos – Crystal Ball
6	Miller – 1 Second	Pepsi Max – PetSuber	Pepsi Max – PetSuber	Coke – Insect
7	Doritos – Crystal Ball	SoBe – 3D Lizards	Cheetos	Careerbuilder.com
8	Bridgestone – Potato Head	Bridgestone – Astronauts	Pedigree	Cheetos
9	GE – Scarecrow	Cash4Gold	Bridgestone – Potato Head	Etrade – Singing Baby
10	HR Block – Death and Taxes	Angels and Daemons	Bridgestone – Astronauts	(not unique)

There are some interesting observations:

The Pepsi ad, while tops on views, comments, and number of ratings, actually didn’t rate as highly as the the others. My guess is that it has more informative than entertainment value and thus does not excite people as much to make a high rating.

The Bud Light ad received lots of views, but didn’t really engage people to make comments or ratings. People probably just agreed that cutting back on beer is not a good idea.

The SoBe 3D Lizards ad raised interest and comments, but wasn’t really rated either even though there were lots of special effects and the cool idea of a 3D ad.

The Bridgestone Astronauts ad was rated the highest, but it didn’t receive anywhere near the same number of new views as the others.

A similar effect is visible for the Hulu ad, which came second in rank, but has even less views than the Astronauts.

Now, other sites have also published rankings for the Superbowl ads, so let’s compare our outcome with that of others:

Rank	USA Today Viewed Online	Nielsen IAG	Ad Blitz	Twitter Tweetbowl	Vquence
1	Doritos – Crystal Ball	Budweiser – Clydesdale New Tricks	Doritos – Crystal Ball	Hulu	Pepsi – Refresh Anthem
2	Budweiser – Clydesdale Circus	Doritos – Power of Crunch	Etrade – Singing Baby	Pepsi – Refresh Anthem	Careerbuilder.com
3	Doritos – Power of Crunch	Doritos – Crystal Ball	Careerbuilder.com	Bud Light – Meeting	Pedigree
4	Bridgestone – Potato Head	Pedigree	Pepsi Max – I’m Good	GoDaddy – Shower	Bud Light – Meeting
5	Cars.com	Careerbuilder.com	Doritos – Power of Crunch	Coke – Insect	SoBe – 3D Lizards
6	Budweiser – Clydesdale New Tricks	Budweiser – Clydesdale Generations	(only did top 5)	Doritos – Crystal Ball	Miller – 1 Second
7	Pedigree	Budweiser – Clydesdale Circus	-	GI Joe	Doritos – Crystal Ball
8	Pepsi – Refresh Anthem	Bridgestone – Astronauts	-	Star Trek	Bridgestone – Potato Head
9	Bud Light – Meeting	NFL	-	Careerbuilder.com	GE – Scarecrow
10	Coke – Insect	Pepsi – Refresh Anthem	-	Bridgestone – Potato Head	HR Block – Death and Taxes

The methodologies between these rankings are very different. The USA Today is an online survey, the Nielseon IAG one is a panel, Tweetbowl measured the number of tweets on a particular ad, and Vquence the number of views on YouTube of the ads. However, there are some similarities.

Clearly, there are some common winners:

Some other are only on one top 10 list:

Feel free to make up your own personal favorite. I really quite like the last one – a one second ad by Miller of a guy screaming “High Life”.

By silvia | Posted in TV Ads, YouTube | Tagged 2009, advertisement, superbowl, tv, video | Comments (0)

The effects on advertising of WMG disappearing from YouTube

February 4, 2009 – 3:27 am

On the 21st December 2008, Warner Music Group pulled the plug on their deal with YouTube. YouTube’s blog article described it as not having been able to “reach acceptable business terms” (read it here, if you are outside the US and your YouTube site is redirecting you to a non-existant local blog page). It seems though that MySpace Music and MTV Music are still streaming this music – maybe these are WGM’s new viral marketing channels?

Interestingly, Universal Music Group seems to get a substational income from YouTube through their own channel and their artists’ channels. The UniversalMusicGroup channel is one of the most viewed channels on YouTube with currently 21M views (even if it doesn’t appear on YouTube’s top viewed channels list).It has playlists of the latest and top music videos and has the most subscribers of all of YouTube’s channels.

The breakdown of the agreement between WMG and YouTube had some serious effects in taking down the WMG channel and a whole lot of artist channels. Fortunately, not all artist channels were taken down. WMG also decided to go after all the user uploaded content that is using WMG music. This includes copies of music videos, but also user generated content that had their music in the audio track. YouTube had to take down the copies. To UGC, they offered the use of their AudioSwap tool which replaces the audio track of videos with pre-cleared content. Ultimately, where there was infringement in the audio track, YouTube removed the sound track altogether, resulting in many silent videos before altogether removing them (non-US link).

Who would have thought that his can have an effect on advertising?

Today, I checked out the top 10 video ads list that I created at the end of last year. The second one was the Cadbury “Gorilla” video that has a monkey playing drum to Phil Collin’s “In the air tonight”. Unbelievably, it has been taken down! Searches on YouTube for the original Cadbury ad have come up with copies that have only very view views, e.g. this one with 44,100 view. We expect these will be taken down as well before reaching millions of views, as YouTube’s copyright infringement algorithms start detecting them. Interestingly, instead of the ad with the original soundtrack, there are now videos with many different sound tracks, e.g. this copy which still achieves more than 2M views.

The most interesting story is however behind this copy, which uses Bonnie Tyler’s “Total Eclipse of the Heart” instead of the Phil Collins song and has managed to almost perfectly synchronise the drum beats. While originally being created by a YouTube user as a mash-up, Cadbury picked it up on the anniversary of the ad launch and ran the ad again with the new soundtrack. While, this happened before WMG took down the original ad, it is interesting to see that this new ad has picked up on the popularity of the original one and already has more than 1M views.

Unfortunately, this whole affair will lead to the Cadbury ad dropping off my top 10 ads of all time list, since it will be impossible to measure its views properly. I do hope that WMG and YouTube can figure out an agreement after all, so we can get all this interesting market analysis data back!

By silvia | Posted in Industry News, YouTube | Tagged gorilla cadbury ad, wmg, YouTube | Comments (1)

Superbowl 2009 Ads

February 2, 2009 – 8:06 pm

The first of February is an exciting day for video advertisers (and for American Football of course): the most expensive ads of the year are being released. This year’s superbowl ads were sold by NBC for a record $3 million per 30 seconds of commercial time – that’s $100,000 a second! Compared to last year, that’s up 11.1%. Also, last year achieved a CPM of $27.71 – this year’s CPM still has to be calculated.

UPDATE (4th Feb): According to Nielsen, the 2009 Superbowl draw a record 98.7M viewers which gives it record a CPM of $30.39.

According to Suite101, advertising at superbowl is a strategic marketing endeavor for the big companies that is worthwhile. E-Trade for example reported a 32% increase in newly opened and funded brokerage accounts in the week following the debut of the first two talking baby spots last year, and had more than 5 million total online ad viewings and 5 million searches for its ads following the 2008 game. This year, they built again on the talking baby idea, releasing the a superbowl ad and a related ad, but also building social activity around these through a Facebook page, a twitter channel, and their YouTube channel.

In fact, according to the Online Marketer Blog, most of the advertisers decided this year to support their superbowl ad with online social activity – mostly through micro-sites or an additional set of Web pages on their usual Web location, but also some Facebook pages and Twitter channels. All of the ads this year were published to YouTube, some with fully targeted brand channels. Only few ventured into full social advertising activities: “Out of the 54 commercials shown during the actual game, 17 had no online engagement at all – not even a URL. Almost one third = 31.48% – planned for no interactionwith their customers after the game.” Here is their analysis for the first and the second half of the game.

It is amazing to see so little online engagement from the advertisers when they already have to spend such a large amount of money on these ads. With more social activities and customer interaction, the effect of the ads could be extended much longer and the huge spend becomes a lot more worthwhile.

At Vquence we started monitoring the ads as published on YouTube and will report on their successes. You can get a good overview of the ads on the YouTube Adblitz channel. Also, here is the panel-based ranking by USA today. We will see if the actual views on YouTube can result in a similar ranking.

Finally, here are some interesting observations about the content of the ads that were aired this year.

As a technical first, the ads from Dreamworks for Monsters vs Alien and from PepsiCo for SoBe lifewater were in 3D. This may be the beginning of a new set of 3D movies for our theatres.

An interesting new advertiser to the field was Ed McMahon’s Cash4Gold. This is not a typical advertiser at the Superbowl and the quality of the ad does not compare to your typical special-effects-rich, entertaining superbowl ad. However, it is a mirror of the current financial situation.

Overall, the ads were not as light and fun as in previous years, but had a dominantly violent character. Also, ads with explicit sexual references had been pulled, in particular the ones from PETA on Veggie Sex and Ashley Madison on Married Affairs.

Finally, a large number of the ads were trailers for upcoming movies by Sony Pictures, Disney/Pixar, Universal Pictures, DreamWorks, and Paramount as well as several ads for new NBC shows and a rather funny ad for Hulu, the online video site.

By silvia | Posted in TV Ads, YouTube | Tagged 2009, advertisement, su, superbowl | Comments (0)

Who owned the whitehouse channel on YouTube before Obama?

January 28, 2009 – 7:54 am

Since his inauguration, Obama has launched a new YouTube channel called “whitehouse“. It is a beautifully designed channel which right now has 4 videos. Interestingly, it was registered on the 21st January 2006.

Here is a curious piece of information about the channel.

When we started monitoring the channel and its videos after the inauguration, we found that our database came up with 8 videos instead of 4. On closer inspection, there were 4 videos that did not belong there:

We discovered those videos on the whitehouse channel in August 2007. It seems the White House had no interest in the channel at that time. We have probably not updated our information about this channel since August 2007, so we do not know who owned it originally, or when the transfer happened. But it has made us wonder: since channel names on YouTube are at least as rare as Domain names, is there are market for channel name squatters just like domain name squatters? And .. did the Whitehouse have to pay to get the channel?

By silvia | Posted in YouTube | Tagged obama, whitehouse, YouTube | Comments (0)

Super Bowl Ad Season

January 7, 2009 – 10:29 pm

In the previous blog post, I wrote about the top 10 ads of 2008 and the huge impact Super Bowl ads achieved. The 2009 Super Bowl season is about to start and we have a new phenomenon: a trailer for video ads.

According to the great ads blog, DreamWorks Animation and Pepsi SoBe Lifewater announced they have joined together with Intel Corporation and NBC to create a nationwide ‘Monstrous’ 3D event for Super Bowl XLIII.

This ad trailer announces two Super Bowl ads to be released on the 1st February and requiring 3D goggles. The first will be the trailer for DreamWorks’ movie “Monsters vs. Aliens”, and the second a new lizard ad for SoBe Lifewater.

In actual fact, this ad trailer is a combined ad for five products or brands:

Pepsi
SoBe Lifewater
Intel
Monsters vs Aliens trailer
Superbowl NBC

Incidentally, I had to change my top 10 ads of 2008 to include last year’s SoBe Lifewater ad. It had slipped through my research, since neither the word ‘ad’ nor ‘commercial’ had been mentioned in the tags.

By silvia | Posted in Campaign, TV Ads, YouTube | Tagged 2009, superbowl | Comments (0)

Popularity of Commercials & Top 10 video commercials for 2008

January 2, 2009 – 7:04 pm

YouTube is a great barometer for the success of commercials – even if they were originally perceived as TV commercials. YouTube’s view count indicates how many people have watched the video and since YouTube’s visitors are in general the same audience audience as the target audience of most TV commercials, YouTube’s metrics provide a great indicator of the popularity of commercials.

Several lists of top viral or popular videos have been published. We now look at the top video ads of all time, the top ones of 2008, and the top spenders of 2008. I have extracted all the key stats as of today from YouTube.

The following ads are the top 5 of all time (according to the “Great Advertising, Clever Ads” blog).

Rank	Video	Views	Comments	Ratings	Favorites	Avg Rating	Added	Copies
1	PEPSI (Britney Spears, Beyonce, Pink – We Will Rock You)	23,234,904	26,865	41,376	87,385	4.5	February 03, 2006	200
2	Zazoo Condoms (Banned Commercial)	13,136,921	19,537	82,003	61,433	5.0	September 01, 2006	162
3	Levis 2007 collection	9,572,429	291	1,499	2,570	4.5	June 20, 2007	29
4	Dove evolution	8,173,821	3,356	7,621	26,779	5.0	October 06, 2006	282
5	Britney Spears Pepsi Superbowl Commercial	6,861,772	5,614	7,299	13,804	4.5	January 02, 2007	242

What I noticed while collecting the stats was that while I only point out the top performing copy of the commercial, there are often many copies. Most of these copies pale in view count against the main copy, however sometimes (as is the case for the Levis 2007 collection ad) the copies can also achieve hundreds of thousands of views. So, an aggregate view count would be a lot more representative for the popularity of the commercials than the view count of the highest achiever.

Also I noticed that going beyond the top 5 makes it really muddy, since many commercials have around 6M views.

Please note that movie trailers and game trailers have been kep out of this ranking – e.g. “Quantum of Solace” achieved about 8M views across the top 8 copies of the trailer, though every single copy didn’t achieve more than 2.1M. Music videos are also outside the ranking since they play in a different league with the popular ones having far above 30M views.

The following ads are the top 10 commercials of 2008 on YouTube:

Rank	Video	Views	Comments	Ratings	Favorites	Avg Rating	Added	Copies
1	Pepsi – SoBe Lifewater	3,652,217	5,128	6,298	17,945	4.5	February 02, 2008	approx 30
2	Cadbury – Gorilla	3,338,011	6,309	5,078	16,383	5.0	August 31, 2007	approx 100 (but at least twice that many mash-ups)
3	Nike – Take it to the NEXT LEVEL	3,184,329	6,534	7,167	23,436	5.0	April 28, 2008	approx 200 (many in non-English)
4	Macbook Air	2,648,717	6,710	2,537	4,771	4.5	January 15, 2008	approx 50 (but at least 4 times that many mash-ups)
5	Centraal Beheer Insurance – Gay Adam	2,512,425	3,273	3,237	9,415	4.5	May 30, 2008	approx 75 (Dutch forbidden commercial)
6	Vodafone – Beatbox	2,380,237	1,357	3,245	5,265	5.0	March 17, 2008	approx 15 (Portugese commercial)
7	E*Trade – Trading Baby	2,061,818	2,731	5,068	13,647	5.0	February 01, 2008	approx 200 (also in different languages)
8	Guitar Hero – Heidi Klum	1,068,055	1,022	864	2,002	4.5	November 03, 2008	approx 200 (but it is still fairly new)
9	Bridgestone – Scream	980,406	791	1,670	4,814	5.0	January 30, 2008	approx 50 (plus a few parodies)
10	Bud Light- Will Ferrell	966,177	403	1,212	3,395	4.5	February 04, 2008	approx 50
Favorable mention	OLPC – John Lennon	527,953	1,201	828	385	2.5	December 25, 2008	approx 5 (very young ad)
Favorable mention	Blendtec – iPhone 3G	2,711,195	10,211	8,163	7,400	4.5	July 11, 2008	approx 50 (many imitations)
Favorable mention	Stide Gum – Where the hell is Matt?	15,859,204	46,920	57,931	99,040	5.0	June 20, 2008	approx 10 (but many more imitations)

Please note: The last two are not really countable because they have built on an existing viral video meme and thus were removed from the count. Interestingly, the Visa ad that was a lot less subtle in the advertising message also received a lot less views than the Stide Gum, which is rather a sponsorship than an ad.

It is interesting to see that these ads have achieved quite a following in the short time that some of them have been around. Given a few years to catch up, the Gorilla ad, the Guitar Hero ad, or even the OLPC ad may well end up amongst the most popular ever.

The next lot of well performing commercials after these are in the 250K-500K range and are mostly Superbowl ads (e.g. Career Builder, Diet Pepsi Max, Bud Light Fire, Fedex Carrier Pidgeons, Audi R8 Godfather, Pepsi Justin Timberlake Fly, Bud Light Fly, Bud Light Cheese), just like many of the most popular ads are also superbowl ads (e.g. E*Trade Baby, Bridgestone Scream, Bud Light Will Ferrell, Careerbuilder Heart). There are also a few really badly performing superbowl ads, so advertising at superbowl is not sufficient for creating a popular ad. However, the superbowl certainly helps to reach a large number of viewers for those ads that are entertaining in the first place (this top 10 superbowl ads video summary achieved 1,167,754 views by itself).

Looking at the ads that Nielsen touted as the best-liked TV commercials of 2008, one has to wonder if most of Nielsen’s panel consists of children or caring parents, since they are mostly the cute ones with animals in them or other family-related stories. Checking back with the view numbers on YouTube for these videos, there is no overlap with the most viewed videos other than the Budweiser fire ad. The top popular ad according to Nielsen is the NFL story of Chester Pitts which only achieved a view count of 76,442.

So, in comparison to the top performing commercials, the big question is: what numbers make a commercial popualar and therefore a viral success?

Feed Company undertook a survey amongst agencies to find out what their expectations were for a viral campaign. Twenty-eight percent of respondents considered 1 million views successful; around 22 percent each would settle for 500,000, 250,000 or 100,000 views.

What does this all tell us?

The successful ones are easy to judge. If e.g. a video achieves more than 500K views in a short time, say 6 months, it can definitely be considered viral. This is for an ad that has basically a world-wide audience. According to the superbowl results, ads that achieve more than250K views within a year should still be considered viral successes.

In the 100K area, it becomes more complicated. Depending on the time frame, the size of the target audience, the language of the ad, the impact in sales created, and possibly other factors, such a view count can still be considered a viral success.

Lesson learnt: It is important to create an expectation for what is considered a success in terms of view count and in other metrics before starting a campaign, such as to be able to judge the success afterwards.

By silvia | Posted in Campaign, YouTube | Tagged advertisement, popular, viral | Comments (0)

Controversial Campaigns

December 31, 2008 – 3:28 am

As we keep monitoring viral video and social marketing campaigns, we come across interesting phenomena. Today I’d like to point out three controversial viral video marketing campaigns and their effects:

Motrin – In November, McNeil Consumer Healthcare published a video ad for their pain killers, which addressed mums carrying their babies in slings.

The ad actually insulted many of these mums and an online controversy broke out with a #motrinmums group being created on twitter, many blogs posted to counter the implied consequences of wearing your baby, and eventually McNeil pulling the video from their site and from YouTube, and writing a letter of apology to some of the enraged mums. The ad had a much larger influence than expected, since the “scandal” reached main stream media. Effectively, most people wondered why the mums were so enraged and while the targetted audience was not fully reached, the ad reached a much larger audience than expected.
ASI Sport Talent – In early December, the Australian Sport Institute published a video ad to drive sport talent hunt for the London Olympics.

In the ad, a British hoodie taunts Australians about their failure to win as many medals as the British team at the Beijing Games: “Let’s rip the Brits to bits in London 2012.”. The campaign stirred up London when almost all of page three of The Sunday Times was devoted to it. The Australian Sport Institute got more publicity out of maintstream media because of it’s controversy than it could have hoped for. Whether that will translate into higher numbers of athletes joining for the Olympics is still questionable.
FLAAF “Axes against evil” – In mid December, a Belgian campaing topped the charts in controversy with their army of supposed terrorists that warn the Dutch people for the dangers of their traditional New Years Eve fireworks.

But the Belgians showing their good humour are giving it very positive comments and feature it on several leading Dutch news and entertainment shows.

What each of these videos show is that a controversial campaign can have an impact far beyond your direct target audience. It may get picked up by the traditional press and thus reach people that would otherwise not hear about it. This can be both a blessing and a curse. If it involves permanent brand damage, it may not be such a good idea. OTOH it is obvious that controversy will create a larger audience and reach more people so taken with caution, a controversial video ad can achieve far more than an ad produced without making sure to distinguish yourself.

By silvia | Posted in Campaign | Tagged Campaign, controversial, marketing | Comments (0)

How to have success with social video

December 6, 2008 – 7:19 am

Daniel Flamberg recently posted an article through iMedia which summarises the experience gained from a social video marketing campaign.

Their target audience were 25-35 year-old mostly mail IT guys in SMEs, which indeed hang out on social video sites. They published a sequence 3 videos, which were a mix of live action video showing work situations and animation using World of Warcraft characters to stylize emotional reactions to office situations.

Here’s what they learnt:

A. Shorter clips get more views

B. Animation ghets more play than live action

C. Search engines drive a decent amount of traffic to video sites

D. They doubled their traffic by actively commenting on blogs and posting opinions in communities and including a link to their video

E. They think more links and more connections will yield more traffic.

F. The burden of creating interest is entirely on the publisher. Unlike TV or cable channels where no matter what you do somebody will watch your stuff, there is no baseline audience online.

This is important information for when you are planning a video marketing campaign online. In contrast to traditional marketing channels, there is indeed much work necessary after you have published the video, since social media is about getting a communication going with your viewers rather than simply throwing an ad at them. If you take the time to get into the conversation, you will get a lot out of it for your marketing campaign, but also for your product.

Head over to iMedia to read the full article.

By silvia | Posted in Campaign, Tips | Tagged Campaign, marketing, successfull, video | Comments (0)

Vquence – Video Technology and Metrics Experts