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Principles of Internet Marketing

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

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Principles of Internet Marketing

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  1. Principles of Internet Marketing Chapter 5 Web-Based Video

  2. 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 Principles of Internet Marketing: New Tools and Methods for Web Developers

  3. 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 Principles of Internet Marketing: New Tools and Methods for Web Developers

  4. 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 Principles of Internet Marketing: New Tools and Methods for Web Developers

  5. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 5

  6. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 6

  7. Figuring Out the Format (continued) Which player will likely be used will also play a part in determining format Numerous players that play video 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 7

  8. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 8

  9. Figuring Out the Format (continued) Flash format (.flv) is most popular format for many reasons (continued): Developers can create their own custom playback control 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 9

  10. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 10

  11. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 11

  12. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 12

  13. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 13

  14. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 14

  15. Who’s Watching What (continued) Table 5-6: The different genres of videos, and percentage breakdown of viewers who watch them Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 15

  16. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 16

  17. Video as a Social Media Tool People post videos to video-sharing sites for many reasons, including: Marketing Expand viewership of TV commercials Engage audiences in online training Announce new products Provide corporate overviews More Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 17

  18. Video as a Social Media Tool (continued) People post videos to video-sharing sites for many reasons, including: (continued) Education How to videos Online classrooms Professor to student Business to consumer Business to business Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 18

  19. Video as a Social Media Tool (continued) People post videos to video-sharing sites for many reasons, including: (continued) Fame With video sharing, anyone can be a star Home videos Skits Music Gimmicks Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 19

  20. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 20

  21. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 21

  22. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 22

  23. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 23

  24. Video as a Social Media Tool (continued) Video sharing sites integrate other social media tools by allowing significant user interaction Leave written comments on videos Upload video responses to posted videos Maintain lists of favorites Rate content Create personalized profile pages Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 24

  25. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 25

  26. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 26

  27. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 27

  28. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 28

  29. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 29

  30. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 30

  31. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 31

  32. Off the Web: What Goes Into Video Production (continued) Figure 5-12: Sample storyboard Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 32

  33. 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 Principles of Internet Marketing Principles of Internet Marketing: New Tools and Methods for Web Developers 33

  34. 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 Principles of Internet Marketing: New Tools and Methods for Web Developers

  35. 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-to-date information Principles of Internet Marketing: New Tools and Methods for Web Developers

  36. Summary (continued) • Many reasons why people post videos online: • 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 Principles of Internet Marketing: New Tools and Methods for Web Developers

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