According to Forbes, video marketing in the USA alone was worth $135bn in 2018. Entire marketing budgets are now spent on effective video marketing.
It saves money for the client when produced in an affordable and honest manner. How? Those CPMs and CPCs will confirm it.
The secret sauce is finding the right combination of production and placement. You should be using ideas learnt from linear broadcasting. Promo, promo, promo. That's how the best TV channels and radio stations ramp their brand value.
A data science expert, mind science practitioner and advertising strategist walk into a bar... When that trio actually comprises Shavani Naidoo of Primedia, Anne Thistleton of Light Consultancy and 'everyone's favourite ad commentator' Andy Rice, it must be the bar at IMM Graduate School's second annual 'marketing the future' event...
Classy video content, done right, served to the viewer will resonate. There's no trickery or hidden secrets. The whole Cambridge Analytica scandal came down to one thing in the end: Video done right.
The difference is that it was video done right for the wrong reasons: To win elections by swaying souls. It was a little too much secret sauce used in an unfair way. Comparable to an athlete winning through substance abuse, or Obelix drinking magic potion.
Having mentioned radio, let's give it due praise. When digital video campaigns combine with key radio messaging it yields incredible results. The same goes for linear TV and social media video – they love one another.
I've curated four examples of experiences created using technology or a combination of technology and tactile, to give you ideas to use in your industry to capture the attention, or rather the adoration, of customers...
Travis Bussiahn is the Executive Creative Director of the Happy Media Video Agency. He solves creative and business problems for both Happy Media and its clients. He understands the importance of emotional connection in content, branded or otherwise and believes in traditional media's ability to be blended with new media to profound and holistic effect. He loves and excels at concept and the art of story. Contact details: website www.happymedia.co.za | Twitter @TravisBussiahn
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