Red Bull, Google and Nike have been identified as the brands
making the best use of video to engage web users, according to a report by
goviral, a seeding firm. They looked at 102 brands and assessed their video
content based on key measures such as views and engagement, subscription to
channels and also a qualitative score based on in-house analysis.
It’s no surprise to see Red Bull at the top given their
innovation in this space, most recently highlighted by the Felix Baumgartner
video in which his attempt at a record-breaking skydive saw him reach the speed
of sound.
The report was actually compiled before this video was
released making the result even more impressive for Red Bull. The record 8
million live-streaming views this event attracted, along with the subsequent
sharing and discussion would have single-handedly put Red Bull at the
top spot of the list.
View the record breaking Felix Baumgartner video below…
Completing the list of the top 10 were Old Spice, Procter
& Gamble's personal care line for men, Prada, Coca-Cola, and Nintendo. Red
Bull, Prada and Google were all able to attribute 1 million likes and comments
to their video content across the web.
In other ‘video’ news closer to home, NineMSN has released a
new video background ad unit.
To launch the ad unit they have partnered with Universal
Music. A 15 second full screen video clip auto-plays in the masthead and side
panels. The creative execution features Lana Del Rey’s new album ‘Born to Die:
The Paradise Edition’ and the Video Background creative features content from
the album’s lead single “Ride”. There is a Buy Now link in the side panels that
clicks through to the ad unit.
Whether you like this kind of disruptive unit or not, it
clearly gets attention, and perhaps more importantly, is another sign of the
continued rise of video in this market. Nielsen has just released its VideoCensus online video measurement tool which will start to provide further insight into the use of video in this country. According to the VideoCensus, three-quarters of online Aussies watched 1.49 billion streams in September, with individuals on average spent almost five and a half hours in the month watching 127 streams.
Just wait until the NBN rolls out.
Just wait until the NBN rolls out.
The opportunity: Video
consumption is already on the rise across multiple devices and it will only inrease exponentially as technology such as the NBN network and 4G make
download speeds much faster. Before rushing off into video, we need to
recognise there is a risk in investing in and producing a range of video
content that no one is interested in. The successful brands have built a
content publishing model and develop their video content based on what they know
their audience is interested in, what their audience expect from the brand, and
aligning that with the messages and perceptions the brand wants to create. The
brands in the top 10 have a global audience and therefore budgets that make
production of a lot of video content possible. Very few brands in Australia
have the scale and therefore budgets to do this well, and there’s an
opportunity for us to lead the way.
KC - I agree with the above opportunity statement. I assume we will look at a content publishing model as part of the digital strategy once we understand what video content our audience are interested in. Can the new Nielsen ViceoCensus tool provide some insights? If we can find what flies we could also consider use of the new NineMSN video background ad unit. That would have been perfect for the Emma Louise-Birdsall rendition of our new brand song.
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