Other than the fact that the humidity in Boston was turning the mop on my head into something that looked straight out of Welcome Back Kotter, I noticed something this morning: The topic of online video was prevalent in my Twitter feed.
That’s right, my brand ambassadors, online video is making headlines and it is time to take note.
From, local Boston based media outlet, BostInno to industry insiders such as Tubefilter and REELSeo, to the Wall Street Journal, today’s news highlighted the key notion that online video is coming close to viewer domination.
Tubefilter, the curator of online video and online video news, reported this morning the Comscore Online 2013 April Rankings boasted that online video ads were up to a whopping 13.2 billion views.
With that many eyeballs glued to online video, BostInno’s business editor, Walter Frick asked the question “can ad targeting be creative?”
Frick goes on in his article (a part of Genuine Interactive’s sponsored series, Branding that Clicks) to say that “[he] expect(s) that as our targeting technologies continue to improve, a new form of creativity in advertising will arise, one that seeks to tell stories through targeting. Just like a TV campaign might begin with one ad and then progress throughout a narrative, expect ad targeting campaigns to be even more elaborate.”
Obviously, you know over here at ZoomTilt we’ve gotten rid of old-fashioned words such as “ad” and “advertisements” and have replaced it with “web-series.”
What better way to get creative than trimming the fat and just using the ingredients your brand cares about? Let us streamline your message to your consumers. Let’s do without your “ads” having to support another narrative. Let us make your “ads” THE narrative; the reason why consumers and audience members are watching; the reason why consumers are sharing content. Call me crazy but to me that sounds more like “branding that clicks.”
Established brands are hopping into the ocean of YouTube distributed content with Discovery announcing just this week plans for expansion with online video. The cable network’s original channel is joining the likes of Yahoo! and Amazon, who also recently unveiled original programming plans.
Investors are taking note too. All the buzz on Wall Street is over which platform will get them their big golden seed of ROI.
Tubefilter’s Sam Gutelle, sums up our thoughts exactly by adding this fun fact:
“84.7% of Americans are now online video viewers. We can’t rest until that number is at 100%. Tell your grandparents about YouTube today!”
At 15.3%, grandparents probably do allocate for the only members of the population that aren’t watching online videos. Even my 4 year-old nephew watches video on my sister’s cell phone while she tries to enjoy a meal in public. Reaching a younger audience was Discovery’s “big reason” for taking the leap into online video. How are you reaching those consumers, you know the ones who have a lifetime of spending ahead of them?
But no really, take note and ask yourself, how are you spending your advertising dollars these days?