Public Relations & Social Marketing Insight

According to a study led by Animoto, an online video creation service, 73 percent of survey respondents said that they were more likely to buy a product or sign up for a service if they watch a branded video that explains the product or service. What does this mean for business owners? It means that you need to look into incorporating different kinds of marketing videos on and off your website to stay connected to your consumer.

Product Videos: Behind the Scenes, Feature Showcase, and How It’s Made
Animoto says that 67 percent of videos watched were instructional videos and 64 percent were product and service videos. General product videos showcase the angles of a product and explain its primary features and benefits. Product demonstrations explain how a product works, and answer common customer questions. Behind the scenes videos show the story behind your product or service and show how your videos are made....

YouTube is using Ad Week Europe to underline the change in consumers’ media consumption patterns with a study claiming that online video ad units deliver up to 50 per cent more return on investment (ROI) when compared with TV.

To add credibility to its claims that online video adds a higher ROI than TV, the online video sharing service has paired with Dentsu Aegis Network-owned consultancy Data2Decisions to apply Market Mix Modelling and Ecosystem Modelling techniques of analyse the sales impact of YouTube, as well as identifying the optimal level of spend through budget optimisation simulations.

The analytics firm concluded that brands should invest more of their media budgets on YouTube. Specific points in the study included:

1.    At current budgets, online video delivers 50 per cent higher ROI than TV advertising - this also holds true for YouTube
2.    In the studies completed so far, the YouTube investment should be increased by between two and six times
3.    In the optimised media budgets, between five per cent and 25 per cent of the total  AV budget should be invested in YouTube...

Online retail video views are growing at a rapid pace and influencing shopper behavior, a new study finds. However, it’s specific video content, not just mere brand exposure, that’s largely dictating shopping behavior.

Invodo’s Video Conference Benchmarks Report gathered data from 100 retail clients across a wide range of verticals, and the findings were impressive: Marketing videos displayed to online shoppers made a conversion 1.6 times more likely. That figure was the average across all retail clients, but the top performers well outpaced the field, with the best video campaigns increasing the likelihood of a purchase by 3.3 times.