The presenter is Dr James McQuivey, Vice President & Prinicpal Analyst, and he talked about the rise of online videos. You can watch the 30-minute presentation here. You'll also be able to read the presentation better than the screen captures I've uploaded here.
Key takeaways:
1. Consumers at large are watching a lot of video online. Forrester’s research is rather US focused, but I am asking the author for information on Asian markets. I’ll be happy to share that later.
2. Broadband makes it possible. Clearly, this is a disadvantage in markets where broadband is not as widespread as in the US and Korea. But even Malaysia and Vietnam are making strides towards this. Bottom line: even if your market doesn’t have deep broadband penetration yet, this will likely come, bringing upside to any video offering.
3. People watch a lot of video on PC but for shorter times. We have had clients suggesting in the past to produce 15-30 minute online videos. While we’re happy to do as our customers ask, this graphic supports our contention of the importance of keeping online videos short. I’d also like to draw your attention to the statistic on mobile video, which is now as frequently used as even MP3 players. Anecdotally, the iPhone is likely to increase this.
4. Older people tend to watch more TV. This isn’t rocket science, but what’s interesting is that the 35-54 set is acting more and more like the younger 18-34 age group, rather than the 55+ age group.
5. Online video builds communities – unlike television. This is done through measurement and linking back to your videos.
6. You can make money from online videos. This should answer at least in part your questions about returns-on-investment. What was most interesting is how people:
a. tend to spend more time on websites which have video (obviously – because they’re watching the video!)
b. tend to come back more often (underscoring the importance of updating the video frequently), and
c. are more receptive to advertising which is relevant to their needs.
Clearly, branded content advertises you, the sponsor. Which is why we keep banging the drum about credible, valuable, actionable editorial content with built-in calls-to-action.
7. You’re not alone in shifting marketing budgets online. Many advertisers are doing this, as this slide demonstrates. 87% are looking to shift money from TV to rich media and videos (note also how mobile garnered a respectible 38% rating). The number one reason is very simple: targeting.
8. Sad to say, many marketers are behind the curve. We’ve seen this ourselves. One company we presented the Branded Content concept to ended up asking us to produce an email newsletter. Well, research has shown that people are more likely to delete-without-opening an e-newsletter than spam! This graphic shows the learning curve they go through. Where are you on this curve?
9. Branded content is the cutting edge. Forrester’s research deals a lot with video ads, but the last line on this graphic says it all: “Innovation comes [not just] in format, but also in content.” That’s where our Branded Content comes in. Recall, we don’t do ads, but credible, valuable editorial content.
I trust this summary is of use to you. As always, I am available for further discussion on +65 9017 3534 or on Skype via mark_laudi.
Best regards
Mark Laudi
Managing Director
Hong Bao Media (Holdings) Pte Ltd
