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.
Learn more about VOD branding at Streaming Media West.
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.
Max Polisar of AwesomenessTV describes the range of approaches to branding strategy for online video, based on audience and marketing intent, and how that strategy shapes the content itself.
AwesomenessTV's Max Polisar and AOL Partner Studios' Drea Bernardi discuss the nuances of branding and advertising strategies for online content targeting different age demographics.
Streaming Media EVP Dan Rayburn discusses the shifting emphasis in the CDN market from delivering bits to providing a complete ecosystem.
Streaming Media EVP Dan Rayburn discusses why using multiple CDNs make sense for some content owners and not for others.
Plex's Greg Edmiston, HBO's John Narus, and Machinima's James Glasscock discuss the challenges of controlling and standardizing the user/viewer experience across the diverse device landscape.
Ooyala analyst Jim O'Neill and Machinima SVP James Glasscock discuss why content owners and broadcasters are recognizing the need to get on board with OTT in the face of cord-cutting.
V-Factor Technologies' Jeremy Bennington explains how content providers can monitor live video delivery in real time and ensure consistent quality across different encoding profiles.
Vimeo's Anjali Sud, StreamVPG's Scott Farb, and CME Group's Scott Szczurek discuss the latest marketing and branding content creation trends at Streaming Media East 2016.
Wowza's Ryan Jespersen outlines the workflow for streaming live 360° and virtual reality video from capture to ingest to stitching to delivery.
MP & Silva's William Mao discusses the pros and cons of opting for an ad-based VOD model vs. building a subscription service.
Frost & Sullivan's Avni Rambhia discusses issues with latency, bandwidth, user experience, encoding, reach, and quality facing content creators as they make the leap into live VR.
Streamroot's Erica Beavers makes the case for adaptive bitrate streaming and explains how to deliver the best possible user experience via ABR encoding.
Panelists from NBC, Flix, and comScore discuss which OTT business models will and won't work going forward, and whether or not you need scale to be successful.
Google's Serge Kassardjian, Whistle Sports' Brian Selander, and Recurly's Dan Burkhart discuss the challenges of differentiation in the OTT services market.
RLJ Entertainment's Titus Bicknell describes how Acorn TV used an innovative strategy for adapting long-tail marketing to identify revenue streams in a broader assortment of niche content markets.
Should you be delivering HEVC? It depends on what you're delivering and who you're trying to reach. Frost & Sullivan analyst Avni Rambhia breaks down the key issues of sticking with AVC vs. migrating to HEVC in this clip from Streaming Media East 2016.
Panelists from Streaming Media, Beamr, Brightcove, Verizon, and Yahoo! discuss the balance between encoding quality and bandwidth at Streaming Media East 2016.
Twitter Manager of Content Strategy and Planning Nina Mishkin provides 3 strategic tips on how to leverage Twitter to get your videos seen, expand your reach, and grow your brand.
Once you've decided on the bitrates that you want to deliver, it's time to determine the best resolution for each one, from 360p on up to 1080p. Streaming Learning Center's Jan Ozer shows you how.
Streaming Learning Center's Jan Ozer explains how to choose data rates and resolutions for adaptive bitrate streaming to most effectively meet client expectations and end-user needs.