Branding Online Video - Marketers see gold in online video as boutique sites promote video contests
Having tried ads in games, blogs, MySpace, and even on mobile devices, marketers are increasingly turning to online video as their preferred vehicle for brand-building on the web, including two new entrants Tuesday.
The latest to introduce specialized online video sites are AmericanBaby.com and BarterBee.com, two brands that target younger people.
The two companies are encouraging visitors to post clips that relate to the brand for the chance to win money or prizes. They’re following in the steps of the Coca-Cola Company, which introduced its own online video site last week (see Coca-Cola Pops Online).
The companies are tapping into the remarkable popularity of online video, which drew an estimated 19.6 million visitors a month to YouTube for the first six months of the year, according to Nielsen//NetRatings.
For Money and Prizes
For some reason, millions of Americans have fallen in love with posting their personal videos online on web sites such as YouTube and Google Video.
Marketers are realizing that there is life beyond TV
And while YouTube and Google Video allow free rein to their visitors’ imaginations, online sites hosted by commercial operations limit their visitors to specific competitions that include the company’s brand message.
At AmericanBaby.com, for instance, parents can post photos and videos of their babies or toddlers for a chance to win up to $1,000.
At BarterBee.com, a trading site for used CDs, DVDs, and video games, members post video clips for the chance to win prizes that include a 42-inch plasma HDTV.
BarterBee.com invites visitors to its site to create content related to its corporate symbol—a bee—as part of its “Be The Bee” contest.
Online Video Emerging
A new winner is selected every two weeks and the winner can choose among an iPod nano, portable DVD player, or Sony PSP. The biweekly winners will compete for the plasma TV.
“It's not just the creativity, but the quality of the clips,” said Mr. Alvin. “These entries and the thousands viewing them demonstrate how the tech media craze has reached the average American household.”
Once a vehicle for adolescent humor, online video is emerging rapidly as a marketing gold mine. Companies can use the popularity of online video to attract younger people who have long tuned out on TV commercials.
“Marketers are realizing that there is life beyond TV,” said Ajaz Ahmed, chairman of AKQA, the company that developed the Coca-Cola site. “The media landscape is changing, especially among young people who have grown up in an on-demand world.”
Source link: redherring.com...
The latest to introduce specialized online video sites are AmericanBaby.com and BarterBee.com, two brands that target younger people.
The two companies are encouraging visitors to post clips that relate to the brand for the chance to win money or prizes. They’re following in the steps of the Coca-Cola Company, which introduced its own online video site last week (see Coca-Cola Pops Online).
The companies are tapping into the remarkable popularity of online video, which drew an estimated 19.6 million visitors a month to YouTube for the first six months of the year, according to Nielsen//NetRatings.
For Money and Prizes
For some reason, millions of Americans have fallen in love with posting their personal videos online on web sites such as YouTube and Google Video.
Marketers are realizing that there is life beyond TV
And while YouTube and Google Video allow free rein to their visitors’ imaginations, online sites hosted by commercial operations limit their visitors to specific competitions that include the company’s brand message.
At AmericanBaby.com, for instance, parents can post photos and videos of their babies or toddlers for a chance to win up to $1,000.
At BarterBee.com, a trading site for used CDs, DVDs, and video games, members post video clips for the chance to win prizes that include a 42-inch plasma HDTV.
BarterBee.com invites visitors to its site to create content related to its corporate symbol—a bee—as part of its “Be The Bee” contest.
Online Video Emerging
A new winner is selected every two weeks and the winner can choose among an iPod nano, portable DVD player, or Sony PSP. The biweekly winners will compete for the plasma TV.
“It's not just the creativity, but the quality of the clips,” said Mr. Alvin. “These entries and the thousands viewing them demonstrate how the tech media craze has reached the average American household.”
Once a vehicle for adolescent humor, online video is emerging rapidly as a marketing gold mine. Companies can use the popularity of online video to attract younger people who have long tuned out on TV commercials.
“Marketers are realizing that there is life beyond TV,” said Ajaz Ahmed, chairman of AKQA, the company that developed the Coca-Cola site. “The media landscape is changing, especially among young people who have grown up in an on-demand world.”
Source link: redherring.com...
mljevar - 4. Aug, 00:01