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EXPERT VIDEO ADVICE

Digital video brand essential 1, CONNECTED TVS -

Major consumer electronic brands such as Samsung and Philips, and big online players (Apple TV and Google TV) are making bold steps into the internet-enabled TV market. All these services promise to bring a mix of internet and TV services into the nation's living rooms which means that for brands we can now offer a range of services to consumers in ways never seen before. From branded content portals to live exclusive events, virtual reality, 3D and gaming, all accessible from one TV unit in each and every home.The range of engagement options for brands will be just staggering.

Digital video essential 2, SOCIAL TV -

As Mark Zuckerberg predicted at the Web 2.0 summit in November, all facets of business will become more social, and video is no different. Expect to see more viewers watching programs along with their friends and having conversations over Facebook and Twitter with whilst it is running. If you add to this the ability to recommend products featured in the programmes to your friends and the facility to buy them there and then, this offers a very attractive proposition to brands, marketers and consumers alike. Also we will see more brands embedding unique video experiences such as live concerts directly into online communities such as Facebook to kick start conversations and grow their engagement with fans.

Digital video brand essential 3, BRANDED CONTENT -

With the boundaries becoming ever more blurred between online and offline, TV and Internet, there is an increasing opportunity for brands to capitalize on the fragmentation of audience and own a significant slice for themselves. Short form user generated content is being revised into longer more engaging formats, as increasing numbers of high quality productions are finding their way onto the web, and into your living room via Connected TVs.

Digital video brand essential 4, SUPERIOR & BEHAVIOURAL ANALYTICS -

It has been said that data is the new oil and with the increasing march towards being able to track user behaviours across multiple devices this is only going to grow. There will be a particular shift towards tracking of video analytics in real time. Rather than looking at past data on previous interactions, expect to see real time dashboards allowing clients to monitor performance of video content gauge ROI as it happens and optimize on the fly. Furthermore there will be much more focus on social analytics - evaluating social network/media interactions and sentiment. This data will allow brands to better understand their consumers, their interdependencies with each other and where the brand fits in the social milieu.

Digital video brand essential 5, MOBILE VIDEO -

Coda Research Consultancy released figures showing that the number of mobile video users in the US will rise by 34% annually to reach 95 million in 2015. Brands should look to exploit this channel, offering rich media experiences to consumers whenever and wherever they may be, and allow marketers to target mobile users with exclusive offers and content based on time, shared profile and even location.

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REAL TIME MULTI-CHANNEL THROUGH VIDEO

A trending topic at a recent convension called Jump was the opportunity to boost video multi channel retailing and all marketing strategies if streaming video in real time. Whether that be the ability to stream all consumer activity, extract relevant data or respond to consumer behaviour; the more current your strategy the better. As outlined in an earlier blog post, we've seen boosts from real time video content.

Although subject to a number of variables (such as the emergence of cloud computing as the norm, suitable devices and consumer demand for such technology), the ability to stream and track video in real time will be a highly valuable asset to brands. The idea that you will be able to walk past a clothes store, a video begin to play on your Smartphone showing your avatar wearing the shirt you tried on two weeks ago which is now in stock, is a genuinely exciting prospect for us too.

We have also shown to be successful in our multi channel marketing campaign for Marks and Spencer called Myleene's Makeovers. Running some promotional activity in two London stores, we set up booths decorated with posters advertising the opportunity for customers to win a new wardrobe and a makeover with Myleene Klass. Marks and Spencer chose three successful shoppers who were invited to a studio to take part in their makeover films with Myleene.

The films were then launched on M&S TV in conjunction with a photo shoot with Myleene outside the Marble Arch store. As a result of this campaign M&S TV traffic for the following fortnight boosted to over 106,000 views with an incredible 142 days worth of Myleene content watched.

MULTI CHANNEL ANALYTICS FOR VIDEO

Video in multi channel marketing got a healthy boost this week as Jump Econsultancy's first event on joining up online and offline marketing analytics really striked a chord with the 1,500 marketers and delegates who attended.

From the outset the message was clear: consumers have transformed from passive receivers to empowered individuals, requiring targeted and personalized marketing. Moreover it was considered anachronistic to think of online and offline marketing as two separate disciplines.

Phil Rumboll, former Marketing Director at Cadbury's, stated, 'Digital is an indivisible part of Marketing in 2010.' This holistic, integrated approach to marketing was echoed by all speakers throughout the event. There were a couple of other presentations made that particularly resonated with the team here at Adjust Your Set, which we've expanded on below.

An interesting point made during Epsilon's presentation was that due to the increasing presence of digital marketing in brands' strategies, there are now more digital touch points, and consequently an unprecedented amount of data to analyze. We have certainly found in our experience that such a wealth of data has provided our videos with a boost by gaining in-depth analytics into consumer behaviour when watching our video content.

For example when watching one of our videos we know from analytics that the drop off rates are high in the first quarter of the film, so we aim to introduce a call to action in the form of one of our buy button links to a product featured in the video in that first 25%. Having such an abundance of data has only served to help us gain an ever more accurate consumer analytics, allowing us to make more intelligent content for our clients based on analytical results.

Home > News > Luxury Multi-Channels

LUXURY MULTI-CHANNEL RETAILING

Luxury brands attempting to bridge the gap between the familiar world of print and the multi channel offering of the Web can produce solid video offerings that reach way beyond the strategy of a once-traditional brochure-style brand destination.

It takes a lot to make a brand site engaging these days especially when you're playing in the ultra competitive luxury space.

Many luxury brands have struggled with how to represent themselves on their sites, in particular how much or how little to offer consumers. Some brands continue to maintain sites that are simply double-page magazine spreads in digital form that link to authorized online retailers. Others have chosen to use the Web to display not just their products but also the lifestyle they represent through innovative site features and technology.

According to a recent Forrester Report, those luxury brands who are using online video are not using it effectively. Some of the criticisms of the luxury sites included the need to make their video content easier to find on their website and not doing enough in terms of SEO.

By playing to the strengths of online video as a rich media medium, travelling through a brand site can be like travelling to a foreign land, where the destination is expressed through music, scenery, and fashion. Nick Thomas, consumer product strategy analyst at Forrester, stated, "luxury sites' prime focus is on building brand equity and reinforcing the exclusivity and appeal of the brand." He also revealed that "a strong video product can be a crucial component of this experience."

The reason you don't see many luxury brands advertised in banner ads is that banners generally can't do the beauty of luxury goods and services justice. Video can help translate the rich glamour that can be expressed in print to the Web.

Caption: Harrods plays Thomas Pink TV instore

The beauty of developing a video offering - beyond its ability to present your brand in an environment dripping with style and prestige - is the countless ways in which it can then be used to promote your product or service beyond your site. This is of particular importance for the luxury company whose priority is sustaining their brand cache, as opposed to generating immediate sales.

The best way to do this online is through visually engaging rich multi media work that highlights a brand's products in the context of the environment and lifestyle they are meant to complement.

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ROYAL OPERA HOUSE

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