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Tuesday, January 31, 2012

Video For Online Shopping Tips

This one is from OnlineVideo.Net
Some good tips for it yourselfers...etc.

6 Ways for Shopping Sites to Test Online Videos

Online shopping lacks the physical experience that accompanies browsing and purchasing in a brick-and-mortar store. As a result, e-commerce retailers must constantly be on the lookout for new methods to showcase their products in effective and compelling ways.
One popular way that online retail brands set themselves apart from the competition and engage consumers more effectively during the shopping process is through the use of videos that tell a visual story about how products can be used.
Online merchants can incorporate video into their visitors’ e-commerce experiences in a number of different ways. Let’s examine six considerations for testing the effectiveness of how video performs on websites:
1. Video vs. No Video.
Perhaps the simplest way for you to test the performance of video on your website is by segmenting traffic so a percentage of site visitors receives a video demonstrating the product on the product page while the rest receive the same page without the video. In a test like this, one version of the page would contain only a product photo accompanied by its description, while another version would contain a video of the product accompanying the details.
A major retailer that Monetate works with recently learned that seeing was believing with product videos. While management initially thought that the play button would obscure the product and confuse visitors, this assumption did not bear out when tested. In fact, the video version of the product page was more successful, and lifted the conversion rate by 1.26 percent while generating a significant projected annual revenue impact.
2. Video A vs. Video B.
Another way to test the impact of video on your website is by delivering two different product videos to different groups of website traffic. A test of this nature is important when you have a number of merchandising videos to choose from (perhaps showcasing different product attributes or styles) and are interested in identifying which video is more likely to resonate with consumers, and ultimately influence sales.
3. Which Play Button Is the Best?
You have countless options for enticing consumers to play a product video, but how can you be sure which one will have the biggest impact on whether the consumer decides to actually click Play? In order to make an educated decision, marketers should test different options of what the play command looks like and optimize all website videos towards the version that is shown to generate the most clicks, boost the add-to-cart rate, increase conversion, etc.
A few options for the play button include a semi-transparent overlay on top of the video itself that’s intended to make it stand out on the page, a play arrow that points to the right, or a version of the word play that appears somewhere on the image thumbnail, as shown in the example to the right from
4. Auto-Play vs. Click-to-Play.
You will want to decide whether to serve consumers video that plays on its own as soon as a page loads or video that has to be triggered by a user action before it plays. This can be tested by segmenting different groups of traffic to receive auto-play and click-to-play video options, and then determining what is more efficient for the particular goal you are trying to accomplish with each video.
5. Thumbnails, Titles, and Descriptions.
The video thumbnail is the first thing a consumer sees when visiting a page with a video. This important first impression can make or break a video’s success. Working under the assumption that more compelling thumbnails will drive more views, you should not neglect this essential aspect of merchandising the video on your website. Constantly test new thumbnail options to ensure you’re displaying the most successful image at all times.
While video titles and descriptions can seem like an afterthought compared to the production of the video, they are essential to the video’s ultimate performance — titles, descriptions, and thumbnails are the foremost attributes that consumers use to determine whether they watch videos online.
6. Video Badging.
Product badging, a simple way to do smart merchandising, is the modern version of what shopkeepers have been doing in-person with customers for decades: calling attention to product features and benefits to get shoppers to interact with the merchandise.
Badging represents a powerful psychological tool that taps into consumers’ inherent need to be directed toward particular products, and the same rule applies with video. Just like badging a product thumbnail with messages like “staff pick” or “free shipping,” you should consider implementing the same method with videos, as shown in the example below from FreePeople. The most important thing to remember when badging videos, of course, is to test different variations and iterations to identify the ones that perform best.

Lastly, and most importantly, the guiding principle behind testing whether video will make an impact on your business is to have a clear vision of your goals before you test video content. You have to understand what you want to achieve from video — whether it is driving traffic, increasing conversion rates, boosting the average order value, or something else — before integrating it into visitors’ website experience.
When testing to get the most out of your video efforts, ask yourself the following baseline questions:
Who is the test for?
What does the test show?
When will the test run?
Why are we running the test in the first place?
The answers will help establish clear goals for your video campaigns and serve as a guide when you work towards meeting or exceeding them.

Read more of's - 6 Ways for Shopping Sites to Test Online Videos on – Online Video Strategies, Platforms, News, and Tips

Planning Video Media Dollars

It's no surprise that planning  video media has become more complex in the age of cross platform deployment.
This is due to the fact that video ads perform differently on different screens. All of this creates new headaches when planning how to distribute budgets to optimize performance.
A new study conducted by ad solution provider Videology takes a look at how video ads perform on online video, mobile video devices and connected TV's. The study attemps to make sense of  the relationship between cost, performance and scale of video run across multiple screens. 
Performance is generally measured by click-through rates (CTR) and video completion rates (VCR)
The study found that mobile video had a 350% improvement in  CTR over online video. Although the study doesn't point it out, we feel it's important to note that this due to the fact that most connected TV's don't allow for clicking through an ad and in that regard they are more similar to traditional TV ads which if you follow this blog you already know are the top performers. All of this assumes that you are dedicating a portion of your media budget to "online" delivery.
So, to make short of it all the study suggests the following:
If your goal is CTR, then it makes good sense to integrate mobile video (bear in mind that this approach only increases you CPM by 30%. On the flip side if  video click through (VCR) is your goal then it makes great sense to increase your connected TV dollars. This will double your VCR but only increase your CPM by 54%.
The study does help put some perspective on what you as an advertiser can expect. 
It's also important to note that the study is a follow up to previous research that shows that traditional TV advertising and online video complement each other. The research showed that multi-screen campaigns drive 9 times higher recall. If your focus is on reaching the most eyeballs online video is a great compliment to your media mix due to it's high deployment factor.

Wednesday, January 11, 2012

Quotes Of Note

"I believe that giving should be a part of everyone's daily routine. And eventually, I firmly believe, you will be at a higher place with your career."
 Elliot Grove/Filmmaker

Good for you Elliot! 
We believe this too. In fact we run our business with this thinking as a requirement in our staff and crew.
To add to it I like to say that one does not gain from taking from someone else but rather from helping them gain as well!

Tuesday, January 10, 2012

Affordable Marketing

This one came across the radar from a recent post on
It's from a recent video interview with Greg Jarboe, president and co founder of SEO-PR.

If you have no budget for marketing Try You Tube.

This is at least a newbie approach into promoting your business.......

1. Find Someone Who Can Shoot and Edit
We disagree with Mr. Jarboe here  (who suggests that you can do it all yourself) for the following reasons: 
Everyone knows by now that the quality of your video says just as much about you as does your content. 
Save yourself some major heartache and hire a professional. Not only will this make your life and expectations easier but the odds are that a pro will be far more up to date on what encoding approach will work best. Now, for those with little or no budget..well getting in the game might seem like a good idea. Bear in mind though that it might be much wiser to do a little research in your local location. There might be an event photographer/videographer that is dying to get into the production biz. I will guarantee you will be better off making a deal with a guy or gal like this rather than letting you're employee or relative who just got a consumer video camera for Christmas do your production. Think about it, this is a no brainer! 
Don't cut yourself off at the kness before you even get started...Hire a Professional!
2. Grab the Viewer in 15 Seconds
People watch online video differently than they watch television. With online video, Jarboe says, you need to get their attention immediately; the first 15 seconds is crucial. “You’ve got to hook ‘em fast,” he says.
3. Optimize Your Search Terms
There are now 48 hours of new video uploaded to YouTube every minute, Jarboe says, which he estimates to be 9.6 million new videos per week. Standing out in that crowd is a challenge, and just uploading your work isn’t enough. Research what keywords will get you the most viewers, and load those words into your titles, tags, and descriptions.
4. Let the Bloggers Know
One of the reasons YouTube took off in the first place and triumphed over similar sites, says Jarboe, is that it made sharing and embedding easy. Shared videos are still a powerful tool for discovery. Let the bloggers who cover your industry know whenever you have a new video up, and encourage them to post it.
5. Keep an Eye on the Analytics
If you’re not studying the free analytics tools that YouTube offers, you’re missing a valuable resource. Learn where your viewers are located and which blogs are giving you the most referrals. Study where people stopped watching your videos and learn what the weakest points are. That research can help make your next videos even better.

Tuesday, January 3, 2012

Online Video Quality? ...Read These Viewer Comments!

OK, we've discussed this in past posts, but just to start 2012 off right for those that still don't think that quality is important to your online video marketing efforts, here are some comments from viewers of a video posted on "Streaming Media's" website.
Bear in mind that the responses were not from a video produced by Streaming  Media.
Here are the comments:

Comments for “Using Online Video to Generate Leads and Improve SEO”

  1. While your sitting there talking about how great your video product is, Im watching the cameras shake and the lighting be sub par at best. Embarassing.
    PLEASE Do NOT contact me.

    Posted by tim  
  2. I must agree with the previous comment. this is your calling card and it is a poor representation. Someone needs to learn basic 3 point lighting.

    Posted by Addison   
  3. Although there was potential for some good information and promotion, this video falls short for several reasons. I decided to view this video from a link in an email, as a potential user of video for marketing.
    Not surprisingly I assessed this video as a showcase of how to the power of online video advertising to generate leads and improve SEO. At the end of it, I was no wiser.
    Content: Mostly marketing generalities, little substance or new information.
    Look: Guys, please lose that black background! Way too sombre and presenters’ dark hair gets lost.
    Host:  is very camera-friendly (especially with better background and lighting), with a lovely smile and a pleasant energy. On the improvement side, for anyone over 30, Ann's  accent and cadence was grating. Please, get some accent and media coaching. You look good, but the accent (vowel sounds in particular) lets you down. Also, when presenting, it is important for credibility to enunciate one’s own name.
    Hope these thoughts were taken constructively.

    Posted by JamesG |
  4. why are you shooting handheld – it’s an interview, not Blair Witch Project. Also your shots are goofy! Really don’t need an extreme CU on the interviewee! Maybe you should watch some of your own “How-To” tutorials!

    Posted by Holly
  5.  the presenter’s accent is not an issue. Her cadence needs help.
    But, the editing was distracting. You NEVER cut mid-sentence, let alone mid-word. That was happening often enough that I think the editor wasn’t even listening to the dialogue. And the CU camera was tromboning. Real videographers don’t use zoom. The lighting wasn’t great,  A color wash in the background would have been a good touch.

    Well, there you have it!

    Just when your son, daughter or nephew got a new video camera for Christmas, you thought your'e online video problems were solved......
    Well, read viewer # 2's comments again! 

    And Remember....

    From lighting and format choice, to broadcast and or web delivery standards.......Quality Matters!
    Hire a professional and save money, heartache and worst of all....trying to fix what would not have been broken in the first place if you had just hired professionals!

     Best of Luck to all in 2012!