An update from the world of online TV and video from Cathy Bentley and Andi Jepson, Directors at iceni®
Made to Measure –
At the Chartered Institute of marketing CIMCOM event in January, we spoke about how measurable digital content is, and how this is a relatively new thing for TV and video. TV and video delivered to the audience through traditional media channels is a linear experience.
Distributed online, TV and video can be indexed and linked to other relevant content, searched and ranked by the audience, and interacted with by viewers. Each and every interaction is measurable.
The exciting result of this is the ability to track and measure return on investment for viral, online tv and video campaigns. PPC (pay per click) campaigns are becoming CPA (cost per action) campaigns as audiences engage with video content.
Right now, audiences have a pivotal role in spreading your message. The challenge for Marketeers is to produce online advertising that is spreadable. But done well, a quality execution of a creative campaign can bring your brand the kind of attention that only the really big spenders in traditional advertising once enjoyed.
Google on TV –
Announced earlier this year, Google search may be coming to a TV near you. It’s very unusual for Google to shout so much about a product so long before it is due to launch, but the idea is that a Google box delivers online search and video content to your TV.
The publicity from Google says that the search feature will list all of your channels, recorded shows, YouTube and other websites. It’s not a big leap to imagine Google’s TV search results preferring video content, and if this is the future, then brands need search friendly video and plenty of it.
At the January CIMCOM event, we introduced video sitemaps and how to submit your video content to Google so it shows up in the search results. Even though there is a massive amount of video content being uploaded every day, there is still a lot more text than video, and Google search results wants video. So getting your video content indexed and ranked by Google is a quick way to appear in a good position in natural search results.
Who knows, getting your branded TV show online today may put you at the top of the list when Google takes over TV.
Background:
Cathy and Andi are Directors at iceni®. iceni® create award-winning promo’s, adverts, TV and virals for ambitious brands. They have over 40 international awards for effective and creative content dished up to audiences in all sorts of interesting ways. www.iceni.tv
As with any communication, a video needs to be appropriate to the audience.
So you need to know who your viewers are and what they expect from the experience. Knowing this will help you to produce a video that engages them.
You need to pitch the content at the right level to avoid patronising or confusing your audience so you need to understand what they already know.
What mood are they in? - Are they concerned about job security?
The tone of your video needs to reflect this if you want them to engage with your message.
Video is a great way of getting an emotional response from your audience, you can make them laugh, cry, feel inspired and uplifted, as well as encouraging behaviours and stimulating further debate.
You also need to consider the viewing format and the environment in which they will be watching the film. Will it be online, on a mobile or at a conference or exhibition? These factors play an important part in the content and feel of your film.
It has been said that you should keep videos short if they are to be viewed online as this is more in keeping with the experience of browsing the web. But the way we watch video is changing. We have 4 On Demand, ITV player and BBC’s iplayer can now be found on the wii channel.
Youtube’s ‘Shows’ section shows programmes from channel 4 and Five.
So just because you’re looking at a computer monitor, it doesn’t mean that you can’t watch a long form programme. But it had better be interesting because there are always plenty of other items on screen vying for viewers’ attention.
Video for mobiles has never really taken off due to the huge differences in mobiles. However, you can watch youtube on your iphone so web video IS mobile video.
click the picture above to watch our 2010 video production reel.
We are iceni. A top 20 UK video production company according to Televisual magazine.
We make video that sells. We have won over 40 international creativity and effectiveness awards. From the Chartered Institute of Public Relations, the Royal Television Society, the New York Film and Video Festival, The US International Video Festivals, The International Visual Communications Association, the Clarion Awards, and the Communicators in Business Awards.
We must be doing it right then. A complete production service: From concept, to creative, to script to screen.
If you need video that sells your product, services or brand, we’re here to help. Call Cathy or Andi on 0845 680 99 10, or send your brief to studio@iceni.tv
Have you noticed Google’s search results increasingly include video, along with images and news articles?
With video appearing in natural search, now more than ever, creating content is absolutely the best possible way to attract more potential customers.
Search engine results are rapidly changing, there’s more and more web pages with more marketing messages competing for attention, and it’s the organisations that embrace online video marketing that will thrive.
Positioning your video content on your website, as well as posting it to social media sites like Twitter and YouTube is just the start.
Get in touch with us for a chat about how to turn YouTube video views into sales leads with targeted links and landing pages.
0845 680 99 10 – cathy@iceni.tv
We’re delighted to announce that our training DVD produced for Everest has been awarded a nomination in the Practical Training Category in the 2010 IVCA Awards.
On 26th March, at London’s Grosvenor Hotel (where they do the Baftas don’t you know) the judges will announce a Gold Award, Silver Award and Bronze Award winner.
The IVCA Awards are recognised internationally as marks of excellence for effective business and public sector communications in video, live events, interactive media projects, business television and websites.
The Awards set a standard of excellence and showcase projects which have made a significant impact on business. There is no higher accolade for creativity, originality, production expertise and sheer effectiveness.
iceni and The Chartered Institute of Marketing The Auditorium, 4 More London Riverside, London. SE1 2AU
Come along and hear about the latest innovations in video on the web, plus:
- Creating great content and getting your video seen
- Using employees as brand ambassadors
- Making the most of your budget for 2010
Drinks, food and registration from 6pm
Speakers
Andi Jepson and Cathy Bentley from iceni iceni has received over 30 international awards for effective advertising, online film and video, and animation projects.
Vanessa de Froberville from Lawrence Graham LLP Vanessa specialises in project development, contracts and licences for advertising, sales, technology and e-commerce.
Get a ticket
Click here to book online or call The Chartered Institute of Marketing on 01628 427340
Two of our projects have made the CiB Awards shortlist, adding to our very long list of awards for creative video and digital media projects.
The CiB Central Awards set out to recognise, reward and celebrate the best communications work in the region, and we are delighted to have two shortlisted entries.
Our integrated campaign for Cathay Pacific, the Hong Kong Tourism Board and Travel 2 is shortlisted for Best Eelctronic Media.
iceni delivered a complete PR, internal communications and marketing campaign that included a dedicated website, designed and produced by the iceni web and digital design team, and a series of travelogue style TV programmes, filmed on location in and around Hong Kong.
Making a Difference for Children in Care is a training resource for teachers, tutors, mentors, foster carers, and support staff. The film explores the challenges looked after children face, and the agencies that are there to help them.
The film has been shortlisted for Best Video, and you can see a clip here.
The clip features Birmingham poet laureate, Dreadlockalien, reciting a poem called ‘Well Done.’
We have recently got back from chilly Copenhagen, delivering film from BNP Paribas’ Climate Change Conference.
The film features interviews with Connie Hedegaard, the Minister of Climate and Energy in Denmark and senior managers from Fortis Investments, Alfred Berg and BNP Paribas.
Head of Fund Promotion and Campaigns at BNP Paribas said this about the film and our service,
“iceni proved to be the ultimate one-stop shop. From start to finish, not only did the project manager understand our specific needs but also added value with pertinent suggestions that meant that the finished product had a breadth and timeliness that made it really stand out.”
DID YOU KNOW? Over the last 3 years, iceni has taken considerable steps to minimise our impact on the environment. We offset every mile of road, rail and air travel with the ClimateCare scheme operated by J.P Morgan. These contributions are used to fund low carbon technology and community projects around the world.
We do this at no cost to our clients.
Call iceni on 0845 680 99 10 for more information.
