Commentary

Video Needs A Plan And Strategy

Video doesn't live alone. It needs a strategy and a plan. So, what are the best practices to integrate video into other media? Give users the tools to share the video, according to Devora Rogers, associate director of lab operations at IPG Emerging Media Lab, who says video content users are fickle. Use existing platforms, says Tom Walker, managing director, digital brand building, Trailer Park.

How do you measure the return on investment? Joseph Weaver, group director of digital at Media Storm, says every campaign requires a study to figure out the budget and what would it take to overspend. That helps curb spending. Impression-based metrics also help, but don't try and force engagement based on metrics.

"Create a user journey," says Chris Paul, VP, group director of Media at Digitas. "That's how we try and sell it. It's less about the metrics.

4 comments about "Video Needs A Plan And Strategy".
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  1. William Lederer from ISOCRATES LLC, October 30, 2009 at 8:30 p.m.

    Ok, I work for an established global research company that earns a nice living creating and distributing marketing metrics, but really: "Don't worry about the metrics"? From an agency? In the teeth of the Advertising Depression of 2009? I have to assume we are missing context for the quote.

    If hope is not a winning strategy, not measuring or nor caring about outcomes associated with a campaign in favor of unmeasured "user experience" is highly unlikely to be our online video path to glory.

    The fact is that currently available online video measurement methods are severely lacking, but not counting at all takes us back to Mad Men and Hucksters and the three-martini lunches of my father's days at Leo Burnett when mastadons roamed...like my beloved father. I miss him, but you still gotta count.

  2. Steve Noble from VideoAdMan.com, November 1, 2009 at 11:29 p.m.

    Good concise thoughts. I like to present video as a series of items to accomplish the task at hand today. Don't think too big of scale... keep it simple and fresh. Video is everywhere! Metrics are important but not the only thing when thinking ROI... Some things are "priceless" like a brand and an image.

  3. Jonathan Mirow from BroadbandVideo, Inc., November 4, 2009 at 3:55 p.m.

    I agree w/Steve. Metrics are less important than they used to be - between "potential reach" statements & niche content does it really matter if I only deliver 200 people if ALL 200 will buy or bookmark your product or site? TV metrics count on a percentage of audience reaction - web video can deliver a highly devoted audience who will ALL RESPOND if the content is handled correctly.

  4. Walter Sabo from SABO media, November 4, 2009 at 4:11 p.m.

    The challenge is it's easy to measure audience size. It's harder to present an acceptable measurement of engagement.

    The video is sitting on a customer's lap, often delivered by an online webstar who is saying "Click, buy, try, see." That's more powerful than an "impression."

    Let's put an acceptable value on those engagements.

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