Global provider of cloud content services Brightcove has pleaded with Australian media and marketing companies to focus more on strategy when it comes to online video. The call was made by the company’s chief marketing officer, Jeff Whatcott, during a visit to Australia.
Whatcott said there was somewhat of a lazy marketing paradigm in Australia with media and marketers simply believing that they can solve an issue with social media, and that part of the social media plan would include video.
“The big thing that I sometimes see that concerns me is that people are running in without a strategy,” Whatcott told AdNews. “We see that certainly in the social media space, people just think they have to be there but have no other plans. And frankly, there is a lot of snake oil being sold.”
He was adamant that layers of strategy had to be implemented when it came to video to create a successful campaign. Those layers would depend on the outcomes desired.
“You have to ask what you want to target. Are you trying get awareness, conversion or are you trying to drive loyalty? The content that you shoot is going to be different depending on what you are targeting. The length and nature will be different so you have to know what you are trying to do as well as where and when you are going to host it.”
Whatcott is hoping that by working with enough clients, in particular larger companies (Brightcove lists Ninemsn, Sony BMG Australia, Bauer Consumer Media and Nissan among others as clients) the company will be able to create industry benchmarking for video effectiveness.
“We have a new analytics platform that has engagement scores where you can see what your content is normally doing and whether it is above or below the line. Over time we want to do industry benchmarking. Sometimes people do a 10-minute video and the first 10 seconds will be a title slide. They think they are doing a movie. It’s ridiculous. You need something in the first five seconds to capture attention.”
This article first appeared in the 28 June 2013 edition of AdNews, in print and on iPad. Click here to subscribe for more news, features and opinion.
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