Video Advertising=business+fun
Video Advertising as a mean of a planned niche marketing campaign. This Ad by Visa is a great example of a Humor Advertising
http://video.filestube.com/watch,05cc294c70ee101803e9/Monkey-visa-ad.html
Here is a report on related online advertising and online marketing sources dated a year ago. The marketing sources below might as well be used towards planned niche marketing strategy in various ethnic markets.
According to a recent survey of more than 400 senior-level decision makers, conducted by PermissionTV, online video is the top priority for digital marketing budgets, along with a strong preference among marketers for increased sophistication and interactivity in online video capabilities to promote their brands.
Matt Kaplan, VP of Solutions and Chief Strategy Officer of PermissionTV, said “… online video will play an increasingly critical role in all interactive campaigns… survey results demonstrate the strategic importance of online video in the overall marketing mix… as well as more sophisticated video experiences.”
The study finds that more than two-thirds of respondents identified online video as a primary focus of their 2009 digital marketing campaigns, as respondents consider interactive video experiences to be the next evolution for online video. 62 percent believe that non-linear, interactive storytelling will become the most effective medium for marketers.
| Digital Marketing Focus in 2009 (% of Respondents, Multiple Response OK) | |
| Anticipated Focus | % of Respondents |
| Online video | 66.8% |
| Social media | 41.6 |
| Search | 34.1 |
| Podcasts/Webcasts | 32.0 |
| Rich media | 30.5 |
| Banner ads | 22.8 |
| Mobile | 17.4 |
| Source: Permission TV, January 2009 | |
| Least Likely Media Budget Cuts in 2009 (% of Respondents) | |
| Unlikely Cut | % of Respondents |
| Digital (banner ads, email, online video, podcasts, webcasts) | 33.7% |
| Traditional (print, radio, TV) | 24.7 |
| Trade shows/events | 21.3 |
| Guerilla (viral, outdoor, social media) | 14.5 |
| Source: Permission TV, January 2009 | |
Keep in mind that the data for ethnic social media marketing has not yet been established completely. Predictions of OLDI Marketing regarding anticipated Focus in ethnic social media marketing show about 15% increase by the second quarter of 2011.
Linking to other videos, graphic overlays, user comments and user-defined contents paths are the most widely needed interactive capabilities for respondents. In Q2 of 2009, more than half of the respondents expect to be implementing or extending an online video project, whereas currently less than one-third are doing so.
| Most Likely Online Video Initiatives in 2009 (% of Respondents) | |
| Video Initiative | % of Respondents |
| Branded content/video destination | 63.9% |
| Viral video | 39.0 |
| Interactive experience | 38.3 |
| User-generated video | 29.1 |
| E-mail video campaign | 28.8 |
| Video syndication | 22.5 |
| E-commerce | 21.8 |
| Source: Permission TV, January 2009 | |
More than two thirds of respondents reported that strengthening relationships with existing customers and prospects is the primary goal of online video initiatives.
The report notes that traditional and digital/interactive advertising agencies are are overwhelmingly confident in their ability to recommend online video initiatives to clients, though digital/interactive agencies expressed more confidence in recommending online video to clients. However, traditional agencies claim more responsibility for driving online video initiatives than digital/interactive agencies.
| Ways Online Video Expected to Enhance Customer Engagement (% of Respondents) | |
| Enhancement | % of Respondents |
| Increase brand awareness | 71.4% |
| Lead generation | 47.2 |
| Loyalty/retention | 44.7 |
| Converting customers | 41.6 |
| Improving service/support | 39.8 |
| Source: Permission TV, January 2009 | |
Original source http://www.mediapost.com/publications
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