How brands and publishers can create effective digital video content
Since the birth of YouTube 12 years ago, digital video has become a fundamental part of new media platforms and a focus for publishers and advertisers. Zoe Samios talks to digital video experts and marketers about how it can be used effectively, where the pitfalls lie, and its future.
Australians are spending an average of 13 hours and four minutes monthly watching some form of video on the internet each month, according to the first Australian Video Viewing Report – compiled by OzTAM, Regional TAM and Nielsen this year.
Of that result, the highest viewing is among the 18-24s, who spend more than 22 hours a month watching video on desktops and laptops compared to the 65+ category, who spend six hours a month viewing video online.
However, while it is clear Australians are watching video online, brands and publishers are still struggling to meet online video targets and engage with audiences.
Great article. The video space is definitely a key area to watch (and get involved in). It’s becoming more and more immersive, tailored and controllable by users. Just check out some of the stuff Unit9 are pumping out, and locally some of the Rogues Gallery 360 stuff.
Exciting times ahead.
Totally agree that video is the plae to watch. I’ve been watching it since the ’60s.
Most of the examples shown here are essentially big budget ads (Serena)??? The challenge is in nimble, entertaining content that makes us laugh, cry, feel inspired, happy or otherwise. Most of all having some balls. Buying a celebrity or throwing 250K at the problem is not the answer.