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2012 State of Online Video [Research Report]

Get the full report: SundaySky Report (right-click, then "Save As")

One interesting set of findings is around personalization and the impact of personalized videos on open rates in email campaigns.  We have been advising our dealers to adopt personalized video as a basic marketing and communication tool for sometime now.  There are some great tools out there for implementing these strategies.  Take a look at: CoVideo.


I would love to hear from other members who have any direct experiences with personalized video. Elise Kephart at Sunset Hoda gets it.  Check her out on Suset Honda's YouTube channel.

What's the bottom line? Video ads have become the most popular rich media format for ad buyers. Advertisers are recognizing the return on online video advertising, and are steadily increasing their spending year over year. Forrester predicts online video advertising spend will grow from $2.9 billion in 2012, to $9 billion by 2017, for a 26 percent growth rate each year.

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Tags: Market, Marketing, Research, SundaySky, Video,


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Comment by Joe Schwartz on December 11, 2012 at 1:35pm

Thank you for your comment, Ralph Paglia. I agree, with the caveat that video production mix optimization (e.g., portfolio management), cost management, not to mention fully maximizing the ROI from rich media assets, is non-trivial.  I too have spent more hours than I'd like to admit dissecting analytics in systems like Google, Eloqua (a real oil burner), Omni, etc.  I hate to date myself but I am a reformed weblog scraper :-)

The vid #'s are indeed off the page, so to speak.  Getting "it" right however can be a costly endeavor for the uninitiated. And like any number of other digital marketing spaces, the hype factor is deafening.  That said, I was just sharing the observation with a colleague of mine that if we had a Gartner-style hype-cycle for video marketing we would most certainly me past the "trough of disillusionment."  The numbers were simply not there 3 years ago.  They are NOW.

Comment by Ralph Paglia on December 11, 2012 at 10:54am

I spend a lot of time looking at various tracking and reporting metrics... More Google Analytics than anything else.  The rates of engagement by consumers with video content when measured against total visitors to a page, simply dwarf all other types of content that we can measure (who knows how many people actually read the text on a page). It is alarmingly obvious that car dealers with a steady stream of genuine videos (not pan and zoom) will enjoy far greater online marketing success than dealers who can't be bothered with the whole video thing.

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