Tag Archives: online video

Using online video ads? Use subtitles

The online video market is growing exponentially. By 2012 the U.S. online video audience alone will reach 190 million, almost 88% of the country’s Internet user population, according to eMarketer estimates.

“As with most everything else online, where the eyeballs go, advertising follows,” say the eMarketers.

In just the next four years, online video ad spending is predicted to reach almost $6 billion. Driving the incredible growth is more trust in video content and larger advertisers entering the online video market.

“The use of videos for advertising online is unquestionably growing—except among B2B marketers. They face a huge hurdle. Most of their targets—businesspeople—don’t have audio turned on in the office. Talking heads or voiceovers that no one hears are not very effective.”

The solution? Captions.

Use online video subtitles

Use online video subtitles

PLYmedia, a provider of closed-caption solutions, studied user response to videos where subtitles and captions were included on online videos. Overlaying subtitles and captions increased the amount of time users spent watching videos by almost 40%.

Additionally, videos that had subtitles were watched 91% to completion, compared with 66% to completion for videos without subtitles.

“As more and more online video is consumed in an increasing variety of settings—from office environments to noisy bars to mobile phones—it makes sense to add closed-captioning and subtitling features to digital video files,” said Paul Verna, eMarketer senior analyst. “These enhancements expand opportunities for viewers to enjoy online video, even when it’s impractical for them to have the sound turned on.”

Read the full eMarketer article.

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Who says B2B videos have to be boring?

There’s been a debate going around recently that business to business marketing has no place in social media. For everyone who questions whether B2B viral videos can be successful, we’ve found another example of how they can.

Since Cisco posted this video on January 29, it has had more than 140,000 views. Find out how you can show your love through Cisco in this funny B2B marketing video:

B2B viral videos done right: Watch it shred

SSI Shredding Systems is a business to business company that sells giant industrial shredders that destroy just about anything. The company has created a successful online video campaign by posting footage of their product in action.

Some challenge that these videos predate the popular “Will It Blend” videos, making SSI the first creative mastermind behind the destructive viral videos.

So, we ask: Will it shred?

Watch and find out:

2009 marketing trends: Online video

Marketers in the U.S. will be spending more time and money on online video this year than ever before, according to a December survey by PermissionTV. More than two-thirds of survey respondents said they would focus their budgets on online video this year.

Online video tops 2009 marketing trends

Online video tops 2009 marketing trends

Additionally, more than one-half of respondents expect to implement or extend an online video project in the second quarter of 2009.

eMarketer estimates that in the next four years marketers’ spending on online video advertising will reach $4.6 billion, more than seven times the amount spent in 2008.

The reason for the jump in spending – audience. eMarketer projects that more than four out of five Internet users will watch online video ads in 2012, up from the two-thirds of people who did so in 2008.

If you’re one of those marketers planning to focus more of your budget on online video, check out some of our top related posts to help you get started: