2012 is the year of the online video – fact. Businesses worth their salt are rapidly jumping on the video bandwagon, as it becomes increasingly apparent that it’s the best way to gain serious online presence.

Video is an incredibly powerful medium – much more engaging than text and images, which are viewed and quickly forgotten. If a picture tells a thousand words, a video tells the whole story. Actually, it’s better than a story. Video has the power to make your audience laugh or cry – helping your brands’ message stick in the hearts and minds of viewers and get shared across the www. And as any marketeer will tell you – triggering an emotional response in potential customers means you are tons more likely to make a sale or promote your service. Sounds cynical but it’s true!

The UK’s Internet Advertising Bureau agrees – in a recent white paper it said this:

Not only does online video have reach, influence and persuasiveness, its versatility is well suited to the B2B world. As video engages and stimulates different senses, it’s perfect for conveying complex information simply. Video can also give a business credibility, inspire confidence and increase transparency – which is not only valuable for sales and lead generation, but for reaching suppliers, employees and prospective recruits. Doing this effectively can contribute to the strength of a business’s brand, direction and reputation – which in turn generates (and safeguards) sales.

That’s all well and good, but you want hard facts – well, here are some:

Hard facts:

1. With appropriate SEO (search engine optimisation) a site featuring video is 53 times more likely to appear on page one of Google’s search listings (Forrester Research, January 2010)

2. People who view video on websites are 64% more likely to buy (comScore, August 2010)

3. Video in email marketing can increase click-through rates by over 96% (Implex 2010 Email marketing Trends survey)

4. In the UK, over 35 million people watch an average of 17hours of online video a month.

5. Of these videos, Google get 30.4 million unique viewers with the BBC ranked second with 9.9 million. (comScore Video Metrix, Dec 2010 UK data)

6. By 2013, 90% of internet traffic will be online video (Cisco, 2010)

7. Video is now the ‘glue’ of social marketing:

  • 1 in 3 video viewers comment
  • 1 in 2 viewers regularly share videos
  • More than 1 in 2 view online video with others (Comscore, Jan 2011)

8. UK spend on online video has seen 13.5% year on year growth, and now exceeds spend on TV advertising.  (PriceWaterhouseCoopers)

Smart TV – the Downfall of the Big Budget Ad?

On top of these figures, over 1 million smart televisions were sold in the UK last year, according to Ofcom. These deliver content on demand as well as internet services – and have the potential to wrench open the marketplace for content producers, as well as allow smaller businesses to compete with big traditional TV ad budgets.

Traditional Media Invests in Online Video

The BBC has just announced it is set to bring back Top of The Pops – exclusively for online viewers. And everyone’s favourite media mogul Rupert Murdoch is investing heavily online – not only as a portal for television content – he sees tablet computers as making “newspapers viable again”.

Commenting on how the old school is rapidly tuning in to online, YouTube CEO Salar Kamangar said: “We’re entering the third wave of media. The first wave was the broadcast networks – the second wave was cable networks”. He’s just invested $100m in setting up premier content channels, catering to subjects such as business news; food; dance; education; pets; fashion and technology – “Now it’s about giving people what they want to watch today”.

Contact Zeta’s sister company 99moves now to find out how video can make your brand an online success story in 2012: 02071 83 72 99 and read their blog post about the 2012 video revolution here.

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