Intro slide
How Video MarketingDrives Sales
January 2014Steve Winterhalter
People don’t read
EXTRA EXTRA
Push to ad drama
4
Video stimulates recall
5
You can measure engagement
Owned Media Earned Media
Paid Media
Owned, Earned, Paid
KMART
Online Adspend Growth
“US Online Video Ad Spending 2011-2016”, eMarketer, May 2012
The present sitch viewed by a pro video professional
.1% CTR (source: Doubleclick)
• You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media)
• 8% of web surfers are responsible for 85% of all clicks (Source: comScore)
• About 50% of clicks on mobile banners are accidental (Source: Goldspot)
Affiliate Mktg.
Video Mktg.
Present sitch specific to affiliates
Video Addresses a Larger Spectrum of Purchase Intent
11
Consumers Interact with Video
Source: Invodo 2013
12
Video Views Convert
Source: Invodo 2013
Things to consider before launching into video
How Can Affiliate Marketers use video to generate sales?
First, understand how the medium works: the different types of video devices and consumption patterns.
For Example:
• Lean forward viewing compared to lean back• Device type: iPad, desktop, mobile• Timing: Watching day versus night• Video types: product reviews, how to’s,
Ways to make money with video
Two Avenues for Generating Revenue with Video
Build an audience and monetize • Have others monetize it• Get a channel sponsor• Feature your own products or have exclusive representations
You don’t even need to make your own video
Use Video to drive traffic• Target audiences and monetize with performance links• Can be used with search, display, email, retargeting, etc.
Conclusion: Why video is awesome
Conclusion: Why video is awesome
• Very information dense
• Video works in all three media types: paid, owned, earned media
• Works through all stages of sales funnel awareness through action
• Content can be advertising
• Engagement: Great at getting and keeping audience
attention + measureable
• Converts better
• Recall: It’s more memorable
• It’s shareable, maybe even viral
• Formats well to all devices – fits into our lives
• There are different types of video formats-each bring a
different way to market and to target
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