Abstract
Digital video formats are becoming increasingly popular in online and mobile media. 46% of consumers are consuming media online and 31% are consuming media. Mobile video services are emerging that are driving greater consumer interest in data services. This report examines issues surrounding advertising on online and mobile video services, recommends advertising models and forecasts new trends in consumer behaviour.
Questions this report answers:
- What do consumers want from digital video?
- What advertising is acceptable to consumers and what advertising works?
- What value does viral video add to an advertising campaign?
- How can brands and advertisers reconnect with consumers away from traditional TV commercials?
- What is the scale of use-generated content production and is it a threat to professionally produced content?
Table of Contents
Part 1: Viral Video Marketing
- 1.1 The benefits and dangers of viral video marketing
- 1.2 Viral video case studies
- 1.3 How to ensure your content is compelling enough to hook consumers
- 1.4 How to seed your campaign and use social networking sites to your advantage
- 1.5 Cautions about online video metrics: Buzzmetrics, viewing figures, downloads
- 1.6 Tracking engagement: the trail of viral marketing
Part 2: User-generated video and co-created advertising
- 2.1 The importance of participation: Interactivity creates engagement
- 2.2 Case studies of Superbowl user-generated ads
- 2.3 Comments, spoofing and video responses: video communication
- 2.4 Co-opting consumers and the new consumer relationship
- 2.5 The Dangers of UGV for brands: Case studies and recommendations
- 2.6 Mobile and UGV in the future
Part 3: IPTV and the Future of Online Video Advertising
- 2.1 Video-on-demand signals the death of disruptive advertising
- 2.2 Consumer-led programming; decentralised aggregation
- 2.3 Online community TV viewing: Lycos Cinema and TestTube
- 2.5 Do consumers want anything but free?
- 2.6 Advertiser pays all or pay-per-download?
- 2.7 Alternative online video advertising models for the future
- 2.8Linking videos to further content through hypervideo: View TV, Hotspotting
- 2.9 Unbundling edited content
