Results for "Tyler Willis"
Viral Fireworks: Beautiful, But Not Worth It
Posted by Tyler Willis on Jul 14, 2:14 PM
On this July 4th, during the worst economic climate in decades, city event planners around the country asked themselves if they were ready to spend money on large fireworks displays. Many cities were not, and canceled long-standing traditions. We occupy the same economic climate as those city event planners, and it's about time we started asking the same questions about whether our viral campaigns provide enough bang for the buck.
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Lengthening Attention Spans
Posted by Tyler Willis on Jun 24, 2:25 PM
For decades, marketers have been warned of the short attention span of their audience -- and conventional wisdom says that as competition for attention got stronger, that attention spans would get shorter. However, the way we consume content online is changing this. The rise of Hulu and other network sites has had the effect of normalizing the watching of long-form video online.
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Monetizing Massive Growth
Posted by Tyler Willis on Jun 10, 12:24 PM
Cisco released a report on Tuesday that predicts global Internet traffic will grow four times larger between 2009 and 2013, and that a significant cause of this growth will be the rise in online video traffic (including streaming, live video, video on demand, and video conferencing), which by 2013 will be 60% of total Internet traffic.
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Digital Revenue Is a Function Of Effective Marketing
Posted by Tyler Willis on May 27, 2:40 PM
Like many Americans, I've been greatly enjoying the NBA Playoffs. The TV ratings boosts for ABC/ESPN and TNT over last year's postseason have been nothing short of phenomenal, ranging from 11% to 42%. Despite these increases, ABC/ESPN and TNT aren't resting on their laurels and sticking with the broadcast status quo. Indeed, these networks are taking the extra step of streaming some playoff games live on the Internet for free. This is heartening to see because, frankly, it's the only way that these major players can protect their dominance of the industry.
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IAB Video Guidelines: The Best Of The Practices
Posted by Tyler Willis on May 14, 2:55 PM
I was pretty excited to see this post by Jack Wallington of the IAB extolling video advertising as a way to present a unified brand message across many audiences -- specifically through social networks, but also through audiences coming to content via email, links, search results and more. The reason Jack's so bullish about digital video probably has a lot to do with the research and work he's put into the recently published IAB Video Council guidelines for advertisers. This interesting online guide educates advertisers in the U.K. about the opportunity and best practices associated with digital video.
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Designs For Social Video
Posted by Tyler Willis on Apr 29, 12:48 PM
There's a lot of opportunity at the intersection of social and video, yet few marketers are effectively generating results in this space. There are some great case studies, though. For one, Sprite's recent video campaign got me thinking, and I wanted to offer here an analysis on its execution.
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Unified Media Theory
Posted by Tyler Willis on Apr 15, 1:39 PM
Everyone understands a media buy. Its value proposition is simple to explain and it offers guaranteed distribution for your content -- a way to stand above the noise and be heard. For this reason, paid media has a cemented place in our industry, even as earned media gains popularity.
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When Juggernauts Collide: Email Marketing Meets Video Marketing
Posted by Tyler Willis on Apr 7, 2:05 PM
In the face of a tough economic climate, Stanford University's Scott Jahnke started exploring ways to increase donations from alumni. At the very outset, Jahnke knew that it was crucial to optimize the presentation format of his department's fundraising messages. In his mind, "video-plus-email" seemed to be the most engaging delivery mechanism for his campaigns.
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The Declining Value of Content?
Posted by Tyler Willis on Mar 18, 4:53 PM
At SXSW, filmmakers, brand representatives, advertising agency employees, and digital creatives of all types were talking about one topic: the market value of content is plummeting -- fast. This trend is being pushed by such factors as the affordability of professional equipment, the growing number of people (often amateurs) who are capable of doing the work, and the general acceptance online of lower-quality video content. There's an increase in available content, which is driving up the value of the distribution channel.
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Creating Employee Brand Ambassadors For Video Campaigns
Posted by Tyler Willis on Mar 10, 3:11 PM
More often than not, a key to building better relationships with your audiences requires that you connect them to a real person who can serve as a sincere face for -- a more humanized angle to -- your brand identity. Here, empowering your own employees to promote your viral campaigns can lower your acquisition/marketing costs, create a tangible brand experience for your audiences, and boost morale within your organization.
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- Willis, 22, is director of marketing for Involver, a technology company that helps brands distribute, track and optimize video campaigns on social networks. Willis writes about virality, engagement and monetization at http://blog.involver.com and is @tylerwillis on twitter. He can be reached directly at tyler@involver.com.
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