Online Video Production: Online Video Named as a Primary Focus of Marketers in 2009


Online Video Production: Online Video Named as a Primary Focus of Marketers in 2009

According to a recent survey, conducted by PermissionTV of more than 400 senior-level decision makers online video is now the top priority for digital marketing budgets for 2009. The study finds that more than 50% of marketers surveyed are planning to launch an online video campaign by Q2 of 2009, and 32% are implementing their video campaign now. Chad Ciesil, President at WhittmanHart Interactive, a leading interactive marketing firm, explains, “As the PermissionTV survey shows, marketing executives across many industries recognize online video as a critical component of their digital marketing initiatives. We’re recommending the use of online video in all of our client’s campaigns as it can lead to greater customer engagement and better campaign ROI.”

When looking at they types of online video marketers are planning, nearly 60 percent of respondents considered interactive video experiences to be the next evolution for online video, followed closely by non-linear, interactive video storytelling. Matt Kaplan, VP of Solutions and Chief Strategy Officer of PermissionTV, explains “… online video will play an increasingly critical role in all interactive campaigns. [The] survey results demonstrate the strategic importance of online video in the overall marketing mix… as well as more sophisticated video experiences.”


After reading the report from PermissionTV, eMarketer went on to conduct their own research on video marketing, and based off their findings, they estimate that spending on online video advertising will grow to $4.6 billion in 2013, representing a more than sevenfold increase from the $587 million spent on the format in 2008. eMarketer estimates that more than four out of five Internet users will watch online video ads in 2012, which is up from the two-thirds who did so in 2008.


To anyone even remotely connected with online marketing, the results of this report should not come as a surprise. Online video is a fantastic medium to reach consumers, as it allows brand marketers to create and send out a message on multiple levels via visual imagery, the spoken word, music and visual text. For more information on online video marketing, keep checking back here on our blog. I am currently working on an Online Video Best Practices Guide, which I will be publishing online soon, and I would love to hear your suggestions, or help you answer any questions you have in the online video space.


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