Video: How to Build Successful Branding Campaigns With VOD
What are the key components of successful branding campaigns using on-demand video? What strategies have succeeded where others have failed? What are the sweet spots for publishing frequency and snackability? How important are calls-to-action, customizability, and user control? How do you measure campaign ROI? Vimeo VP, Platform Marketing Anjali Sud offers critical strategic tips on video branding campaigns in this excerpt from her panel at Streaming Media East 2016.
Watch the complete Driving Customer Awareness And Loyalty For Your Enterprise With Video panel from Streaming Media East 2016.
Read the full transcript:
Anjali Sud: For a lot of companies who are thinking about video content, there's often this push to move quickly and get as much out as possible. It's like if I can just increase the number of videos out there or my frequency, that's what's going to drive results. We've seen no correlation between effectiveness and just the number of videos; it really is about the quality.
There's no one size fits all content and there are lots of different types of audiences and types of content that works. As a result, when it comes to things like interactivity and calls to action, our users want full and total control and customization in every way. Whether that's chapters and forms or CTA customization, it's the tools to truly customize your content based on the platform of the audience.
I think the other piece is just analytics. You've got to really invest in content over the long term which means we also need to be able to measure the results of that and make sure your campaigns are effective. Just having really advanced analytics that lets you understand if your campaigns are working, how many users you've brought in, what they're doing, what the ultimate ROI is on that campaigns, it's for the other piece of that. It goes back to the idea, for us, holistic campaigns. Whenever we're trying to deliver a certain message, we do try and say, "Okay, well here's what we need to convey" and then we will have like the small 15, 30 seconds sort of snackable sizes of that content and then the longer-form pieces.
The way we typically think of it as like a lot of the shorter form stuff we use to push out from this indication perspective, and then when we're trying to drive users back to our home base at Vimeo, that's where a lot of the longer-form stuff loads.
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