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
The bubbly flowed at the 2010 Direct Selling Association Awards.
The Event was hosted by Blue Peter’s Connie Huq looking very glamorous. We sponsored the Web and Electronic category, and met some of the business leaders from an exciting industry that’s worth over 20 billion euros across Europe, with over £1.2 billion of sales in the UK.
Congratulations to all the Nominees and winners, we’ll be publishing photos on www.dsa-conference.co.uk in the next few days.
Oh, and it’s a happy anniversary next week for the UK DSA as it celebrates its 45th year representing the industry.
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
If you want to watch a video online, you need to have some software installed on your machine. A real pain if you’re behind a corporate firewall. But things are changing. Boffins from Google and Apple have been working to produce something called HTML5.
HTML5 means your video is part of your website, not sat in its own player. If your audience can see your website, they can watch your video.
HTML is the code behind every web site and with HTML5 means you can:
Stream HD video straight to your audience in an email.
Get your video seen through any corporate firewall.
Show your video on iPhones. The 6.4 million iPhone users in the US are currently unable to view flash video.
Some of the biggest video websites, Youtube, Vimeo and Daily Motion, are testing HTML5, so it has the backing to be universally adopted.
Show me!
Just update your browser and see the example below.
Gareth and Zoe from iceni receive the Class Winner award
I am proud to announce we have won two awards at the 2009/10 Midlands Communicators in Business Awards.
Last year we were class winner in both the video and electronic media (web design) categories. This year we received an award of excellence and another class winer in the same categories.
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.’
