Marketing scientist to head new centre to help brands unravel mysteries of video content

Screen Shot 2015-06-25 at 12.34.14 PMBrands are still viewing investment in video as a “risk” as they struggle to understand how best to use the platform, according to marketing science expert Dr Karen Nelson-Field.

The comments came as she prepares to launch, and lead, a new research centre at the University of South Australia to help marketers unearth best practice and to unlock the potential of video content.

Nelson-Field, former senior research associate at marketing institute Ehrenberg-Bass, said the Centre for Digital Video Intelligence, to be formerly launched in New York later this year, has already drawn interest and investment from brands looking to improve their video marketing.

“Even though online advertising has been around for quite some time, for many organisations, investment in video is still seen as somewhat of a risk,” she said. “This is largely due to the fact that early knowledge of best practice has been patchy at best and there is an inconsistent understanding of the value drivers of video, particularly relative to brand growth objectives.”

Nelson-Field said the creation of the research centre is in response to the industry need to “drive efficiencies in digital video campaigns”.

It will aim to “fill the knowledge gap and provide the industry with much needed direction about video investment”.

“Organisations have access to enormous amounts of data, however much of it is wasted on aggregated dashboards that offer little insight to the marketer and even less of it takes into account empirical principles known to aid brand growth,” she said.

“Our thinking needs to shift from big data to valuable data.”

Nelson-Field said the centre will translate ad tech data into “insights” with a focus on developing “principles for effective content distribution, content creation and platform impact”.

Steve Jones 


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