Transcript Principles of Internet Marketing Chapter 5 Web

Principles of Internet
Marketing
Chapter 5
Web-Based Video
Objectives
In this chapter you will learn about:
• The various formats available for Web-based video, the
factors that determine which one to use when, and why
Flash is often the best option
• The demographics of the viewing audience, what
they’re watching, and why
• The reasons why people post videos to video-sharing
sites, how video sites have incorporated other social
media tools, and how video is used as part of other
social media sites
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Objectives (continued)
In this chapter you will learn about: (continued)
• How and why companies are using Web-based video,
and how audiences are responding to these efforts
• What goes into producing professional videos
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Figuring Out the Format
• Online video has been around since early days of
web commercialization but struggled gain footing
– Slow connection speeds
– Formats conflicted with operating systems and
browsers
• 1990’s did lay groundwork for later video revolution
– Macromedia (later purchased by Adobe) released
the Flash player
– 2006 release of version 9 helped online video reach
critical mass
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Figuring Out the Format (continued)
• Flash (.flv) format is most commonly used, but file
consideration in based on many factors
– Platform compatibility
• To ensure widest possible viewing audience
– File size
• Because video files can be large, there are two ways
of delivering:
– Progressive downloads: Video housed on
standard servers and are downloaded to viewers
hard drive before playing
– Streaming video: Videos housed on special server
that established unique connection with each
viewer
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Figuring Out the Format (continued)
• Flash (.flv) format is most commonly used, but file
consideration in based on many factors (continued)
– Video quality
• Because as file sizes are reduced, quality is often lost,
so a balance needs to be struck between them
– Accessibility and cost of conversion software
• Once a video is made, it still needs to be edited and
converted to appropriate format, which could require
high costs and time to learn
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Figuring Out the Format (continued)
• Which player will likely be used will also play a part
in determining format
• Numerous players that play video
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Flash
Windows Media Player (WMP)
QuickTime Player
RealPlayer
• Each player works better on or comes pre-installed
on different operating systems
• Each player works with different formats
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Figuring Out the Format (continued)
• The Flash format (.flv) is most popular format for
many reasons:
– Wide-scale compatibility
• Flash player comes pre-installed in both PC’s and
Macs
– The Flash compression system
• Can reduce the file size of each video without terribly
deteriorating image quality
– Flash videos can be created for either streaming or
progressive downloads
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Figuring Out the Format (continued)
• Flash format (.flv) is most popular format for many
reasons (continued):
– Developers can create their own custom playback
control
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Custom look and feel of the playback button
Progress bars,
Playback widow
Volume control
– With a single touch, viewers can watch Flash videos
in full screen
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Figuring Out the Format (continued)
• Only one negative to using Flash format:
– Extra step needed to convert other file formats (such
as .mov or .wmv) to the .flv format
• Can be accomplished either through using an online
service such as YouTube, or running simple
conversion software on developer’s computer
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Who’s Watching What
• Online video viewing audience has exploded
– By end of 2007, nearly 80% of U.S. internet
audiences watched at least one online video per
month
• That’s over half the population of U.S., or about 154
million people
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Who’s Watching What (continued)
• Demographically, online viewership is more
universal, with males and females of all age
categories getting involved
– Although younger viewers dominate online video
usage
• Similar to demographic breakdowns of other social
media tools
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Who’s Watching What (continued)
• Can be helpful to understand audiences and
behavior as broken into categories based on
frequency of viewership:
– Heavy viewers ( top 20%)
• Watch over 14 hours each month
• More discriminating, often choosing smaller, niche
sites rather than large sites, such as YouTube
– Moderate viewers (next 30%)
• Watch average of 77 minutes each month
– Light viewers, (remaining 50%)
• Spend less than 6 minutes per month watching, but
tend to be the heaviest consumers of TV
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Who’s Watching What (continued)
• Users have a wide selection of content categories
to choose from
– News clips, short amateur videos, and music videos
lead the way in popularity
– ‘News’ is also most popular blog category, indicating
that social media users in general look for updated
information about the world around them
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Who’s Watching What (continued)
VIDEO GENRE
% OF ONLINE USERS
News cli ps
36%
Short video clips or segments
33%
Music videos
32%
Full-length TV shows
28%
Full-length movies
27%
Other peopleÕspersonal vi deos
23%
Live concerts
18%
Live sporting events
16%
Product demonstrations
15%
Some other vi deo category
11%
On demand sporting event
11%
Advertising
4%
Table 5-6: The different genres of videos, and percentage
breakdown of viewers who watch them
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Who’s Watching What (continued)
• Online video viewers are also active users
– Over 27 million comments being left on video
sharing sites in 2007
– Significant to marketers, because active users are
also engaged users who can form strong emotional
connections to content and their providers
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Video as a Social Media Tool
• People post videos to video-sharing sites for many
reasons, including:
– Marketing
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Expand viewership of TV commercials
Engage audiences in online training
Announce new products
Provide corporate overviews
More
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Video as a Social Media Tool
(continued)
• People post videos to video-sharing sites for many
reasons, including: (continued)
– Education
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How to videos
Online classrooms
Professor to student
Business to consumer
Business to business
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Video as a Social Media Tool
(continued)
• People post videos to video-sharing sites for many
reasons, including: (continued)
– Fame
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With video sharing, anyone can be a star
Home videos
Skits
Music
Gimmicks
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Video as a Social Media Tool
(continued)
Figure 5-4: The YouTube video of Chris Crocker crying “leave
Britney alone!” made him an overnight sensation
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Video as a Social Media Tool
(continued)
• People post videos to video-sharing sites for many
reasons, including: (continued)
– Re-broadcast
• Major TV networks use Web to re-broadcast popular
shows after they have first aired on TV
• Attracts more viewers to their shows
• Introduces shows to wider audiences
• Rapidly growing segment on online viewers
– 65% of viewers prefer online content to be
professionally produced
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Video as a Social Media Tool
(continued)
• People post videos to video-sharing sites for many
reasons, including: (continued)
– Street journalism
• Rise of cell phone video cameras has created an army
of amateur journalists
• Easy uploading from cell to YouTube
• Amateur news footage often gets national or
international attention
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Video as a Social Media Tool
(continued)
Figure 5-6: An amateur journalist captured this moment during
a political debate, when a heckler fought with police. His
plea, “Don’t tase me, bro!” gained global attention
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Video as a Social Media Tool
(continued)
• Video sharing sites integrate other social media
tools by allowing significant user interaction
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Leave written comments on videos
Upload video responses to posted videos
Maintain lists of favorites
Rate content
Create personalized profile pages
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Web-Based Video as a Marketing Tool
• Marketers are increasingly looking to web-based
video as part of their marketing strategy
– 13% of U.S. companies planning to upload videos in
2007 (up from only 4% in 2006)
– Often upload videos to video-sharing sites as well as
their own sites
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Web-Based Video as a Marketing Tool
(continued)
• Online video provides number benefits to
marketers, including:
– Better audience retention
• People more likely to stay engaged with message if
presented in video as opposed to reading it
– More effective messaging
• Through various camera angles, voiceovers, music,
animations, and more, video can send a more
compelling and informative message
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Web-Based Video as a Marketing Tool
(continued)
• Online video provides number benefits to
marketers, including: (continued)
– Improved marketing support
• Use online video to support and supplement offline
campaigns
• Allow users to better engage in campaigns
• Deeper, more effective messaging
• Promote a product’s culture and personality rather
than just information by integrating online video into
an offline campaign
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Web-Based Video as a Marketing Tool
(continued)
Figure 5-9: The popular Geico cavemen, who became widely
know through numerous TV commercials, invite consumers
into their online home with streaming video
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Web-Based Video as a Marketing Tool
(continued)
• Marketers need to be careful not to injure their
reputation through improper use of online video
– Consumers are picky as to how video integrates with
online ads
– Viewers:
• Have grown accustomed to watching content for free
online
• Accept that surrounding banner ads are necessary to
keep content available at no cost
• Are less tolerant of advertising that disrupts the
viewing experience
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Off the Web: What Goes into Video
Production
• Prior to uploading a video to a site, the video has to
be produced
– Cell phone and amateur videos may be quick and
easy
– Professional content such that a marketer would
produce can be far more complex
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Off the Web: What Goes into Video
Production (continued)
• Professional video production involves many steps,
including:
– Concept creation
• Developing the idea, characters and storyline
– Scripting/Storyboarding
• Writing dialog and illustrating different scenes
– Casting
• Finding the right talent to appear in the video
– Location scouting
• Checking the location where the video will be shot
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Off the Web: What Goes Into Video
Production (continued)
Figure 5-12: Sample storyboard
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Off the Web: What Goes Into Video
Production (continued)
• Professional video production involves many steps,
including: (continued)
– Shooting
• Getting all of the actors, crew, props, lighting, etc.
together to shoot the footage for use in the final video
– Digitizing
• Transferring footage from tape to a computer
– Graphics
• Creating any necessary graphic elements
– Editing
• Piecing all elements together for final output
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Summary
• Many different formats and players are available for
presenting online videos
• Flash (.flv) format is far and away the favorite of
video-sharing sites
– Ability to reach a broad audiences
– Compress files to small sizes without significantly
harming the playback
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Summary (continued)
• Largest audience for Web-based video is younger
males
– However every other age group consumes
significant amount of videos
• As with blogging, news and current event again
tops the list of the reasons why people watch
online video, underscoring people’s thirst for up-todate information
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Summary (continued)
• Many reasons why people post videos online:
–
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Educational
Marketing
Street journalism
Desire for fame
• Marketers must be careful to create high quality,
professional productions
– These productions can be very complex, but results
are often worthwhile
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