Brand Marketers and Advertising Agencies Call for Relevant, Highly Targeted Video Experiences

Brand Marketers and Ad Agency Executives Joined Experts From PermissionTV and BobVila.com to Discuss the Evolving Rules of Engagement in Online Video

More than 300 advertising, branding and marketing executives joined a recent American Marketing Association (AMA) Webcast led by experts from BobVila.com and PermissionTV on "Video 2.0 Rules of Engagement: Top 5 Tips for a Successful Online Video Strategy." Surveyed during the event, executives made it clear that relevant and highly targeted online video experiences, which are widely distributed, are their top priority.

In contrast to the recent industry focus on online video search, only nine percent of respondents noted integrating search and video as the main priority of an online video initiative. Distribution and commerce reigned supreme as survey respondents cited wide distribution to reach more users (46 percent) and integrating products to drive commerce (31 percent) as the main priority.

"For us, it wasn't just about selling more ads and throwing them at the consumer. It was about providing an engaging portal on home improvement, both instructional and commercial," said Dan Newberry, Vice President of Advertising & Marketing, BobVila.com. "Online video is a fundamental part of our business, and our focus on providing relevant advertisements has turned our online video initiative into a profit center. Working with PermissionTV, our initiative continues to evolve and expand as the consumer appetite changes."

eMarketer predicts that there will be 183 million online video viewers by 2011. The growing consumption of online video provides marketers with new ways to promote their brands, and has also created opportunities to engage with consumers, expand reach and explore new monetization methods. However, consumers are free to watch any program, anytime and anywhere, and organizations and advertisers are quickly realizing the need to produce online video experiences that focus on user engagement, relevancy and interactivity.

Thirty-nine percent of respondents noted that they were most likely to launch video experiences that are relevant and highly targeted. As online video evolves, innovative marketers also expressed interest in creating experiences that are interactive and actionable (19 percent), measurable and adaptable (17 percent), permission-based (15 percent), and integrates social experiences (10 percent).

"The results make sense as brand marketers and advertising agencies look for reasons to shift marketing dollars to measured media such as online video. Effective online video campaigns are quickly evolving from pre-roll advertising to richer interactive experiences that offer many opportunities for brand engagement," said Matt Kaplan, Vice President of Creative and Client Services, PermissionTV. "Our flexible platform enables brands and agencies to quickly create interactive video experiences that convert casual viewers into active participants and buyers -- the real value of online video."

Listen to the Webinar in its entirety.

About PermissionTV

PermissionTV offers a flexible platform for delivering innovative and interactive video experiences on the Web. PermissionTV tools empower companies to use video to capture new audience, enhance relationships and maximize customer value. Many leading Fortune 1000 companies, agencies, publishers and public service groups such as Agency.com, Bob Vila, Boston Symphony Orchestra, FHM Magazine, Intercontinental Hotels, Mitt Romney and Harvard Business Publishing work with PermissionTV to generate awareness, engage prospects and deepen customer relationships. For more information, see www.permissiontv.com.

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