November 21, 2016
Video Content is King, Distribution is the Key.
The right distribution channels can make or break a branded video campaign. MongChee Chang Head of Ooyala JAPAC offers key tips for an air-tight strategy.
You’ve create a beautiful video, congratulations. Now where are you going to put it?
With so much branded video content online, brands need to get their content front of the right audience. Online video consumption is skyrocketing in Southeast Asia especially on mobile, similar to the growth seen globally with over 50% of global video consumption on mobile.
Typically there are two types of videos, video advertisements (similar style to TVC) and branded online content. For the purpose of this article we are primarily talking about branded online video content.
While clients are choosing their platforms based on goals, there are three questions that are often overlooked when choosing a distribution strategy:
- What kind of user experience do you want your audience to have?
Every campaign has a different objective, and distribution should be tailored to those goals and budget. Often clients will say they want ‘sales, conversions, downloads’ but to achieve this with video, you need to align business goals with measurable marketing goals. What does success look like to you? Do you want to introduce your brand to people who have never heard of you? Generate leads?
Posting straight to YouTube is affordable and is great for reach and brand awareness if no one has ever heard of your brand. Posting on this platform is great if you want to grow a wide audience. Likewise, Facebook offers incredible reach and you can target your customers with audience lists.
If you’re a brand that experimenting with videos or looking to increase reach, posting on social might be your best bet, but for companies who have a targeted audience, want deep analytics and full control over your user experience, consider using a hosted video platform. Distribution depends on what type of campaign you are looking to have.
Raising brand awareness
If no one has heard of your brand, chances are they won’t be going to your host website to see your videos. So posting on YouTube is great for getting your video content seen by people who may have never heard of it. While reach is impressive, the tracking features aren’t ideal for business.
Hosting your video on your website with a third-party plugin offers the best of both worlds, but you’ll need a larger video budget to execute it. This way you’ll be able to capture and analyse all your own insights.
Picking a video distribution platform highly depends on how much data and control you want over your brand. If you’re a B2C brand like Sony that wants massive reach, YouTube might be your best bet, but for a B2B company with a smaller target audience like regional telcos, you might want to consider hosting your own platform to get better control of who sees your content - plus less chances of being distracted by the millions of other YouTube or Vimeo videos available.
Hosted video platform
Facebook and Twitter, who started to stream live events like sports matches, clearly sees live video as the future. Marketers and business leaders should tap on the video opportunity to increase reach to their audience, tell their story and meet their business goals.
What kind of user experience do you want your audience to have?
If you are experimenting with video. Then youtube has that reach.
But the downside is that once you get it, they could be recommending different ads so people would be seeing other ads, you can’t control the user experience.
If you are toyota youtube channel, if you type one of your brands, alot of them have their video library on youtube, you list like ten videos, number of hits, but eveyrthing in the youtube interface.
You can decide on your brand if it is your own website. If it is a web banner, or is the video web banner yourself. Or do you lead them to a promo page. You can decide the whole user experience, tell people where to click, Youtube is there and you dont have much control.
If you are on the website and you click to a youtube player, then they cant get distracted with other things.
If it’s a b2b business there is no point in youtube, there is no point in a million eyeballs, most of these people will be use to you, whereas coca cola , you want as many eyeballs or chips.
Keeping the experience on your website is better for B2B
Facebook live video, if you are having an event or a launch and want to do the video clip when it’s happening.
YOUTUBE IS NOT GOOD FOR BRANDING.
- Then there is analytics. How much data do you need need?
If you want in-depth analytics then you have to take your own in-depth analytics. If you use a hosted platform, so if you use a strange.
If you have analytics, our customers use analytics for a couple of things, content, gauging, popular, how many people view and what they want , what resonates, not within our analytics, some of our customers have multiple video content strategy, they still put it on youtube and youtube brand channel, some customers have multiple strategy when it comes to video distribution.
Analytics makes it easier to acquire a user, once you get your anlaytics on, you recommend whatever content you want to recommend to them. YOU CAN CONTROL THEIR RECOMMENDATION ENGINE. IT MIGHT BE YOUR BRAND CONTENT.
Constantly improve your campaign, optimise your content, ours is multi dimensional, what country viewers are viewing content. Matrix you can pick and get into a dashboard. Personalised dashboard.
Doesn’t tell you where you are.
How many videos are you producing a year? What is your budget? If you are only doing 10 videos a year there is no point in getting a hosted platform, you are better off embedding videos into your website. But then if you plan to have a video gallery, then if you are a publisher it makes sense to build up a content library.
The number of videos you do at the year.
You need at least a couple hundred videos. Its a combination of the 3 factors, number of videos, these two would drive the decision the most. If they care alot about their brand experience.
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