Archives par mot-clé : video

Shoot melons, kill bugs: How businesses make creative videos

Video Marketing,

NEW YORK (AP) — Melons going splat in slow motion. Drawn-as-you-go animation about machines. A behind-the-scenes look at winery operations. Not the usual viral videos, but small business owners have realized offering something to watch and having a sense of humor about themselves can help grab customers’ attention.

In more than a hundred videos he’s posted on YouTube, Tom Nardone takes aim at racks of ribs, laptop computers and tires to illustrate what a bulletproof vest can do. A Valentine’s Day-timed video sacrificed several boxes of candy. The videos can be graphic, with items exploding at slow speed and Nardone splattered with barbecue sauce or peanut butter.

Nardone, owner of Troy, Michigan-based PriveCo, began making the videos in 2013, less than a year after he began selling the vests. While he advertised in magazines and went to gun shows, he realized that to reach a wider audience he needed to be online. And he didn’t want a demonstration of just the vests.

« It does its job, but it’s nothing to look at, » Nardone says. « We said, uh oh, we’ve got to come up with something good. »

PriveCo’s videos have collected a following; the melon video has nearly a million views since it was posted more than 2½ years ago. Nardone gets recognized at gun shows, and has gotten compliments from people who like to watch him shoot items from gravel to boxed wine.

It’s natural for some small businesses like real estate brokers to use videos in marketing campaigns for houses and other properties; for others, it can take some brainstorming and perhaps even an offbeat sense of humor to come up with something compelling. But more businesses are getting on board — Facebook counted more than 3 million small business videos posted in September, up 50 percent from 2 million six months earlier, according to the company’s most recent published figures.

Arlington Machinery, which sells, repairs and appraises used plastic-making machines, began posting videos on YouTube nine years ago with several objectives. One was to raise the company’s rank in internet search results, and another was to display machines for prospective buyers. Or, if equipment was sent to the company for repair, videos could show the owners that the machines were ready to be sent back.

But more recently, Arlington realized videos were also a way to market itself to different kinds of customers. The Elk Grove, Illinois-based company decided to have a little fun, and commissioned the whimsical animated video that explains the company’s services.

« Used machinery is not all that exciting to most people, » says David Pietig, a general manager at the company. « What we’re trying to do is make people interested in what we do. »

Thinking about what customers want to see is the best way to get inspired, marketing experts say.

« Good ideas can come from everywhere. If there is an old-school mentality at a company, they should get a pool of 21-year-olds that are more digitally and socially media savvy, » suggests Brian Metcalf, CEO of GreenRoom, a digital marketing company based in Miami.

Making videos can cost almost nothing or run into the tens of thousands of dollars. Arlington Machinery says its animation cost only about $100, but Nardone paid more than $15,000 to produce a series of videos last summer. At Mountain View Vineyard, a Pennsylvania winery that began making videos in the past year, a smartphone and a still camera have kept the costs minimal.

When marketing director Laurie Monteforte started working at Mountain View a year ago, she made it a priority to create a campaign that included videos. But the standard way of selling wine — showing smiling people gathered around a food-laden table and lifting their glasses in a toast — won’t work in a video, she says.

« Today’s audience doesn’t want commercials, where we try to sell you something, » Monteforte says.

Mountain View’s videos teach viewers how to make something with wine, such as red wine hot chocolate, or show some aspect of the winery’s operations. Last summer, owner Linda Rice demonstrated how she hand-picks Japanese beetles off of plants and drops them into soapy water, killing them without chemical pesticides.

Mountain View says its revenue is up about 30 percent in the past year, and credits about three-quarters of that gain to video and social media.

« There are so many options where people can go for wine and spirits, » Rice says. « Video and social media set us apart because people get to know us. »

___

Some of the videos small business owners have made:

https://www.youtube.com/watch?v=UzOSnwNDLBs

https://www.youtube.com/watch?v=BFfMptOnWGI

https://www.youtube.com/watch?v=s0j0h3u6eEs

___

Follow Joyce Rosenberg at www.twitter.com/JoyceMRosenberg . Her work can be found here: http://bigstory.ap.org/content/joyce-m-rosenberg

Mastering the content generation: How to create successful video marketing

Video Marketing,

The way audiences consume video content is changing; YouTube reaches more 18-34 year olds on mobile alone than any US cable network, Facebook is currently driving 8bn video views per day, Cisco says that 80% of Internet users own smartphones and by 2020, 75% of mobile traffic will be video.

Mobile video versus traditional video

Taking into consideration time limitations and the accessibility requirements of modern day living, mobile video content is one of the most effective ways to engage with an audience and build a narrative. It should be given even more care and attention than TV spots, with different cuts based on data. Key considerations in this area are relevancy, platform, attention to scale, audio and messaging. Creative video formats such as vertical and the use of kinetic typography are also evolving at speed and should be thought about when planning a mobile video strategy.

The film industry is one of the best-placed industries to be driving forward innovation in mobile video. There are so many opportunities to create authentic, emotive and relevant content. Live and 360 for example, are perfect formats to deliver engaging behind-the-scenes teasers or QA sessions for fans. Over the past decade, we have seen many brands from various industries draw upon the entertainment industry for inspiration to create content.

Brands getting it right

Burberry and AirBnB are doing some really interesting work in the brand film realm, releasing a commercial which has been created in the style of a short film. Coors Light has created some engaging 360º mobile video ads, Adidas seem to be positioning themselves as leaders in mobile video, and Spotify’s branded moments have really embraced vertical video.

A vertical importance

We all need to be thinking in terms of square or portrait content. There is also evidence that vertical content has a higher number of views, share/engagement rate too, with Snapchat claiming for over a year now that vertical ads are viewed to the end nine times more frequently than horizontal ones.

Creating bespoke content for native marketing

Audiences are smart. They know what they want and they know when something isn’t quite right. Just as when a tweet strikes the wrong tone, it’s the same with incorrectly repurposed video. The key is to build a narrative with video and deliver relevant content to audiences in their time, which will encourage sharing. While TV commercials are generally product-centric, native video ads are guided by editorial, which leads to a highly shareable end product.

Cut to the chase

Facebook says three seconds constitutes a video view. Some might argue with that, but for a six-second piece of video content, it works. They have also just announced that they are investing heavily in short form video content, so priority is being placed on digestible formats to feed audience appetite. It’s interesting that a few months ago Instagram increased the maximum length of a video advert to 60 seconds to allow advertisers to use their existing content, repurposed. I think that goes against the spirit of native video. The trailer and the TV spot will need to be reinvented for these environments. The overall trick of course, is to tell your story through video in as short a time as possible!

Know your product, know your audience

Silence, the recent movie from Studiocanal, had its online trailer launch held back precisely because of the epic, panoramic cinematography of the movie. They wanted to ensure that audiences experienced it on the big screen first, in its native form. This technique shows a great understanding of the audience and limitations of certain platforms, they wanted to present the movie in its truest sense. Further to this, data on audience viewing habits should also be constantly analysed to inform creative content decisions

Budget

With all the various permutations, through Facebook to Snapchat to Instagram and beyond, it becomes cost-prohibitive. But that’s precisely why it’s important to identify which content needs to be created, for which audiences and which platforms, based on the marketing strategy, the data and analytics. Making these decisions pay dividends in marketing success and are essential to remain competitive.

Daniel Robey is founder and CEO of London based marketing agency ThinkJam.

How to leverage video marketing for your startup

Video Marketing, , , ,

How many videos have you watched today? Most likely a modest bunch (at any rate)

Today, it feels like videos are everywhere. From Netflix to Snapchat, we have countless chances to watch and make videos — so it’s no surprise that video is a standout amongst the most powerful marketing tools accessible.

How to leverage this powerful instrument?

Audience

First things first, you have to define your audience. Successful video marketing campaigns evoke emotions and surprise viewers. Defining your audience implies understanding their identity and what motivates them to act. To generate higher engagement, you have to appeal to your audience.

The Point

You have to offer people something which they can use instantly after watching the video. When they see what you are offering them, you can instantly make the pitch that is successful or simply give your site URL towards the end section of the video.

Length

It has been seen that audiences like short yet clear videos and as they have attention spans that last for a few seconds just, you have to make the videos attractive and short. Keep them compelling and along these lines, the video will have more odds of getting viral. You likewise need to make sure that what you are passing on is not just understandable to the people who know your industry or who are linked to it, but even to the general masses.

It is difficult and there are no assurances of success. Be that as it may, video is the future, in any event in the short-to medium-term, and any organization not doing it is at danger of falling behind.

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Trump delivers first speech to Congress

Video Marketing, , , ,

Washington (CNN)President Donald Trump reached for poetry and conjured a vision of common national purpose Tuesday during his first address to Congress, shifting his tone from the dark, searing approach of his previous big speeches to the nation.

    US President Donald Trump addresses a joint session of Congress for the first time on Tuesday, February 28. Behind him, from left, are Vice President Mike Pence and House Speaker Paul Ryan.Trump speaks at the beginning of his address.A wide view of the House chamber.Supreme Court justices watch the speech. From left, in front, are John Roberts, Anthony Kennedy, Stephen Breyer, Sonia Sotomayor and Elena Kagan.Maureen Scalia, the widow of late Supreme Court Justice Antonin Scalia, is applauded during the speech.Carryn Owens, center, cries as she is applauded by the chamber during Trumps speech. Owens husband, Navy SEAL William quot;Ryanquot; Owens, recently was killed during a mission in Yemen. quot;Ryan died as he lived: a warrior and a hero, battling against terrorism and securing our nation,quot; Trump said. The applause lasted over a minute, which Trump said must be a record.Trump also recognized Megan Crowley, a college student who, at 15 months old, was diagnosed with Pompe disease and wasnt expected to live past age 5. Her father founded a pharmaceutical company to find a cure. quot;Megans story is about the unbounded power of a fathers love for a daughter,quot; Trump said. quot;But our slow and burdensome approval process at the Food and Drug Administration keeps too many advances, like the one that saved Megans life, from reaching those in need.quot;Muslim activist Fauzia Rizvi, a guest of US Rep. Mark Takano, watches Trumps address.Members of Trumps Cabinet applaud the President. From left are Defense Secretary James Mattis, Education Secretary Betsy DeVos, Attorney General Jeff Sessions, Treasury Secretary Steve Mnuchin and Secretary of State Rex Tillerson.Trump smiles during his speech, which lasted over an hour.House Minority Leader Nancy Pelosi listens to the speech.The President waves before starting his speech.Trump is applauded after arriving in the House chamber.Trump shakes hands with Ryan before starting.Trump shakes hands on his way through the chamber. Facing the President here are Health and Human Services Secretary Tom Price, left, and UN Ambassador Nikki Haley.Trump stands in the doorway of the House chamber while being introduced.Pence confers with Ryan before Trumps speech.First lady Melania Trump, bottom right, is applauded as she arrives in the chamber.US Sen. John McCain, left, talks with US Sen. Lindsey Graham before Trump arrived.US Sens. Cory Booker and Bob Menendez arrive in the House chamber.Many Democrats wore white as a nod to the womens suffrage movement. US Sen. Bernie Sanders arrives for the speech.09 Trump joint address Congress08 Trump joint address Congress13 Trump joint address Congress14 Trump joint address Congress16 Trump joint address Congress23 Trump joint address Congress24 Trump joint address Congress15 Trump joint address Congress26 Trump joint address Congress21 Trump joint address Congress20 trump joint address congress 10 Trump joint address Congress12 Trump joint address Congress19 Trump joint address Congress07 Trump joint address Congress06 Trump joint address Congress01 Trump joint address Congress05 Trump joint address Congress02 Trump joint address Congress03 Trump joint address Congress18 Trump joint address Congress22 Trump joint address Congress‘);$vidEndSlate.removeClass(‘video__end-slate–inactive’).addClass(‘video__end-slate–active’);}};CNN.autoPlayVideoExist = (CNN.autoPlayVideoExist === true) ? true : false;var configObj = {thumb: ‘none’,video: 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Racist Assault At A Child’s Birthday Party Yields Long Prison Terms In Georgia

Video Marketing,

Jose « Joe » Torres (left) weeps in his seat during his sentencing at the Douglas County Courthouse in Douglasville, Ga., on Monday. Superior Court Judge William McClain sentenced Torres and Kayla Norton to lengthy prison terms Monday for their role in the disruption of a black child’s birthday party through the use of Confederate battle flags, racial slurs and armed threats.

Henry P. Taylor/Atlanta Journal-Constitution via AP


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Henry P. Taylor/Atlanta Journal-Constitution via AP

Jose « Joe » Torres (left) weeps in his seat during his sentencing at the Douglas County Courthouse in Douglasville, Ga., on Monday. Superior Court Judge William McClain sentenced Torres and Kayla Norton to lengthy prison terms Monday for their role in the disruption of a black child’s birthday party through the use of Confederate battle flags, racial slurs and armed threats.

Henry P. Taylor/Atlanta Journal-Constitution via AP

A Georgia judge has sentenced Kayla Norton, 25, and Jose « Joe » Torres, 26, to spend a combined 19 years in prison for their role in a group’s racist rampage at an 8-year-old’s birthday party — an assault that included shouting racial slurs, making armed threats and waving Confederate battle flags.

« I’m so sorry that happened to you, » Norton told the family that endured the assault, weeping in the courtroom at Monday’s sentencing. « I am so sorry. »

After telling the court that she accepted responsibility for her actions, Norton turned to the area of the courtroom where families who attended the birthday party were seated.

« But I want you all to know that that is not me, » Norton told them. « That is not me. »

Norton and Torres, who are not married, have three children together. Prosecutors say they were part of a gang of white supremacists who targeted African-Americans with racist taunts and threatened to murder minorities.

In court Monday, both Norton and Torres sat hunched over and crying after Superior Court Judge William « Beau » McClain handed down his sentence: 13 years in prison and seven years’ probation for Torres, and six years in prison with nine years’ probation for Norton. Both of them are also banished from Douglas County, McClain said.

The sentencing comes weeks after a jury found Torres and Norton guilty of making terroristic threats and violating the Georgia Street Gang Terrorism and Prevention Act. The jury also convicted Torres of aggravated assault. Although Georgia doesn’t have a law specifying a hate crime, that’s the term both McClain and District Attorney Brian Fortner used to describe the group’s behavior.

The assault occurred in July 2015, one month after a racist gunman killed nine worshippers at a historically black church in Charleston, S.C. Prosecutors say Norton, Torres and other members of a group that called itself « Respect the Flag » went on an alcohol-fueled racist spree in Douglas and Paulding counties, west of Atlanta.

With Confederate battle flags affixed to the beds of their pickup trucks, the group gathered for a ride that was purportedly meant to celebrate the flag’s heritage.

« However, Paulding County 911 began immediately receiving calls that members associated with this group were threatening African American citizens at various locations in Paulding County and hurling numerous racial slurs in the process as well, » according to the Douglas County District Attorney’s Office.

After threatening black motorists, the group headed to Douglasville, where they happened upon an outdoor birthday party that included a cookout and bouncy castle.

« Victims and witnesses from the party, who were predominantly African-American, testified to observing the group of trucks whose passengers were hurling a litany of racial slurs at them as they passed by, » prosecutors said.

Several members of the group — some of whom are now serving prison terms of their own — got out of their trucks and approached the partygoers, threatening to kill them all. According to their fellow defendants and witnesses, it was Norton who retrieved Torres’ shotgun — a tactical 12-gauge with a pistol grip — and loaded it before giving it to him.

Cellphone footage from the party shows police attempting to form a barrier in front of the families as the trucks drove off.

During his trial, Torres told the court he was carrying the shotgun for this own defense. But he then acknowledged lying to police about the gun — and to selling the weapon before he was arrested.

Months after the attack, the « Respect the Flag » group was indicted as a street gang by a Douglas County grand jury.

« They recognized that it was not about flying a flag but it was about pointing a shotgun at other people and threatening to kill them because of the color of their skin, » Fortner said Monday.

Testifying for the victims at Monday’s sentencing, Hyesha Bryant, who attended the party, said she forgave the couple.

« I never thought this would be something I’d have to endure in 2017, » Bryant said, according to the Atlanta Journal-Constitution. « As adults and parents, we have to instill in our children the values of right and wrong. That moment you had to choose to leave, you stayed. »

« I forgive you. I forgive all of you, » she said, as Torres and Norton sat weeping. « I don’t have any hate in my heart. Life is too short for that. »

The stiff punishment is being both celebrated and questioned, in a debate that touches on free speech and the nature of terrorism.

Some of those points are summed up in two top-rated responses to the district attorney’s Facebook posting that announced the punishment.

One commenter writes:

« To all the people on here saying the punishment was unjust. Let’s be real, if it had been any other terrorist group committing these felonies you guys wouldn’t bat an eye if they went away for life…. but when the terrorist look like you all of a sudden you get a soft heart. »

But another commenter says:

« Did they actually attack anyone or just guilty of being racists? Not condoning their actions by any means but I’m not sure the punishment fit the crime here. If they attacked the kids or something, let them rot, but just being ignorant racists shouldn’t constitute a 20 year sentence. Does that not seem a little extreme?? What am I missing? If everyone in Douglas County that is ignorant and racist (on both sides of the fence) had to serve 20 years, they’d have to build many new jails. »

5 Ways to Disrupt Video Marketing in 2017

Video Marketing,

Two mega events in 2017– Super Bowl and the annual Oscars, left me wondering how many viewers watched the ceremonies online — be it via live streaming apps, or on hosted TV channels! While it may take some time for data scientists to come up with accurate data for these kind of metrics, identifying the reasons why video marketing is the go-to martech solution for advertising in 2017 can be summed in the image below.

video-marketing

What does Big Bang in martech look like? Closest analogy that I can draw in martech is today’s announcement about video viewership –

“YouTube viewers watch videos for more than 1 billion hours per day, which is 10X growth since 2012! Neilsen data suggests that American viewers watch 1.25 billion hours of TV per day.” –  WSJ

Wow… And that’s not even counting the videos served on social media. Just a year back, most businesses considered digital video as a one-off marketing medium to create brand value. Despite the proliferation of YouTube and Facebook videos, video marketing remained a dormant area until Snapchat showed how to attract big brands with video. Enter Snap Stories and things changed rapidly from a marketer’s perspective. CMO’s are realigning their martech stack to accommodate video marketing tools for social media and B2B networking.

Still wondering if spending on video will really work for you? Here’s how you can justify spending on a relatively unexplored martech territory. Let’s make things easy for you.

5 Ways to Disrupt Video Marketing in 2017  

  1. Video or Social? Why not both!

Have you thought about doing a Live stream campaign? If not, your marketing efforts may not capitalize on the readily available engagement opportunities across social media.

By the end of 2017, 2.6 billion social network users will have been exposed to an average of 32 videos. CMO’s need to equate the possibility of bringing video marketing to monetize their social media engagements more effectively.

  1. New Ways to watch Video

Horizontal, vertical and then…

Wearables!

You can’t win the video marketing competition without a Mobile-First vision for 2017. Mobile is the most preferred consumer device that represents the explosion in video consumption. The disparaging fight of loyalty between Horizontal and Vertical formats has lost its prominence with the entry of a new video technology – wearables, like Snapchat’s Spectacles are currently hot opportunities for brands.

No more staring at the screens and adjusting the video quality. Snapchat’s Spectacles are what we call “eye candy” for the martech fraternity. Relish it.

  1. Click-within videos

Why serve readable content to your customers when you can awe them with real-time videos? Clickable videos of your content enable customers to view the product in action, allowing them to make quick purchase decisions. By merely clicking over the product seen in the video, customers can be directly navigated to the selected item’s gallery.

Recommended tool for clickable videos – ConciseClick by Clear Media

  1. Video Email Marketing

Make your email marketing more convincing by adding a touch of visible reality into each mail. Email KPIs witness an upward trend the moment consumers are served video, boosting open rates by 19% and click-through rates by 65% compared to traditional text emails.

via Demand Metric

via Demand Metric

B2B CMOs can expect to see an astronomical increase with video email marketing ROI in 2017, especially “live” campaigns around events, product launches or celebrities, or a live QA session.

Streamsend provides an intuitive email marketing platform, enabling marketers to roll out video campaigns effectively based on its ingenious behavioral automation capabilities. Benchmark is another video email marketing solutions provider that let you build a customized 1:1 messaging channel instantaneously.

  1. Programmatic Video

Programmatic video marketing and advertising allow your branded content to reach premium consumers via desktops and mobile.

via Brite Content

via Brite Content

Ad publishers can choose to play pre-roll, mid-roll, post-roll, in-banner and targeted video ads based on programmatic algorithms. As advertisers switch their ad spending towards video platforms, marketers need to reach targeted audience and drive them through the conversion funnel with programmatic video.

What stops CMOs from diving into Video Marketing?

Despite the proliferation of video as a major stack in martech, CMOs are still unsure about the true view of customer experience across channels. Though budget remains the single most deciding factor for CMOs to joist past video marketing solutions, lack of video capabilities for B2B commerce is also one aspect that remains unattended in martech ecosystem.

via eMarketer

via eMarketer

There are still some crucial pieces of the puzzle missing – marketers will need to address these to thrive in providing video marketing solutions:

  • Programmatically-driven premium video inventory for omnichannel marketing
  • Seamless integration with existing marketing automation software for email, content syndication, sales collaboration and enablement, and retargeting
  • Transparent reporting metrics, including number of video impressions, number of paused and skipped videos, and number of completed videos
  • Contextual video, similar to what Conversant offer, to build a brand-safe video marketing strategy
  • Mid-rolls and pre-rolls video monetization using a single URL for OTT, mobile, desktops and gaming consoles, just as Brightcove Once does

Video marketing, in 2017, will be about personalization, synchronizing harmoniously with other marketing efforts throughout the customer journey, orchestrated across the web, mobile, social, OTT and app messaging. Embrace disruptions in video martech to make more meaningful, ROI-centric impact on consumer behavior.




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