by Michael B. Perini, ABC
perini & associates

U.S. advertisers will spend $4.14 billion on digital video this year, according to eMarketer estimates as reported in ADWEEK earlier this year.

“Yet while Twitter and Facebook are among the most popular ways to find and watch videos, they’ll only see a tiny sliver of those dollars since they don’t house the content,” according to the article written by Tim Peterson.

More interesting facts, as reported in ADWEEK, from this important trend in video for PR and marketing strategies….

  • “YouTube has become the de facto social [content management system] for content across all platforms. Other channels are distribution channels,” said Alex Jacobs, vp, director of social media at Digitas San Francisco.
  • In a sample of more than 10,000 video brands posted to Facebook earlier this year, Socialbakers found that more than eight times as many were YouTube links as opposed to videos uploaded directly. Right now, Twitter and Facebook are mostly just pipes for YouTube videos—although that is changing.
  • Last year Twitter made it possible to watch videos within tweets. That led to partnerships with ESPN, Turner Broadcasting and The Weather Company to tweet game highlights or forecast clips featuring preroll ads from brands such as AT&T, Coke and Ford. “Content brands have the staying power [over distribution channels] because they have what consumers are seeking,” said Jonathan Adams, iCrossing’s svp of media, North America.
  • Meanwhile, per published reports, Facebook is planning to roll out pricey new video ad units this summer. That could create an uptick in the volume of videos marketers (especially film and TV studios) deliver to the platform. It’s not hard to imagine Facebook aping Twitter’s moves in order to make a frontal assault on YouTube. The site already houses tons of video content from the likes of Vevo, and Facebook almost certainly yearns for a chunk of the associated ad spending.

We believe in video marketing for our clients and have produced nearly 50 videos.  Market research shows that people are receptive to online video ads.  On average, people streaming video watch ads for 20 seconds with an average completion-rate of 87%, according to Nielsen.  Also, online video advertising has a higher recall than TV ads!

Here is our latest production.  We highly recommend that you consider video in building your brand.