The Year of Video

According to a recent research study from Nielsen for 1849 year oldsamp160time spent watching TV fell by almost 10amp160while time spent on YouTube jumped up 44 from December 2013 to December 2014 There is certainly a shift One may think that a video is a video on any screen it runs and that video is helping digital and traditional worlds to converge Alternatively some may think with the added complexity of screens and video formats this is a total transformation Convergence or transformation We can theorize forever But if we really want to understand video in 2016 thereamp8217s really only one place to go amp160to the consumerSounds genius right It is a very simple and old principle but we seem to forget it quite often and instead rely on our own theories So how does the year of video look like if one looks at it from a consumer perspectiveConsumers have made new genres their favorite and these new genres are sometimes different from what you and I have known about Sure quotThe XFilesquotamp160tried to make a comeback but some of the new popular content is nothing like what we grew up withFor instance letamp8217s talk about gaming a new genre of online content As a Gen Xer I grew up playing consumer games on my Commodore 64 The Millennials not only play games but also watch content that relates to games on YouTube Gamers not only watch gaming videos but also share them and comment on themamp160and some even create their own too They engage with the rest of the gaming community What do you really know about gamers In a recent study we conducted by Ipsos and Google among gamers when it comes to their purchasesamp160they were not only more likely to be influenced by videos they viewed on YouTube but they were also more likely to tell others about products and services they recommendedYes a video is a video but amp8230 how can brands understand and spur results in a world that seems infinitely different Letamp8217s start with reaching audiences at scale and driving value A great thing about YouTube is it not only allows brand marketers to do this but it also allows quick ways to find answers to calibrate their videos for their audiences A great example of this is the experiment Lamp8217Oreal conducted in partnership with Google to examine which video format did the most to build their brand In comparing three types of video treatments a glossy 30 TVlike ad a 3minute makeup tutorial with a beauty blogger and a 60 scrappy UGC style howto ad they found that a video is a video to drive initial interest Consumers of all ages chose to watch the glossy highly produced 30 ad more than the other versions However there was more to be achieved with online video especially among younger consumers Among the three video treatments the one showing a product demonstration in a low production yet a very authentic way did more to boost the brand metrics than the highly produced spotAs others have indicated 2016 is the Year of Video But I would contend that itamp8217s also the Year of Getting More Out of Videoamp160Brands can reap greater benefits if they invest in understanding the full funnel value of video rather than just shortcutting the answer to quota video is the same on every platformquotamp160I suspect brands would leave value on the table if they just shortcut the answer to a video is the same on every screen and no matter what If in doubt brands should experiment and find out the full value of online video like Lamp8217Oreal did Consumers will be their best guide to successThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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The Year of Video

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Cenk Bulbul

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The Year of Video

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Cenk Bulbul

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