Video Advertising Australia, Video Marketing Australia,
Rippling Media isn’t just a production company, we also specialise in video distribution and work across all areas outlined in “Paid distribution”- complete management and reporting with Rippling.
How do you get cut through with so much video out there?
Many brands are under the often mistaken impression that they can take their branded content, post it to their social media properties (YouTube channels, Facebook pages, Twitter, Linkedin etc.), cross their fingers, and wait for their videos to go viral. This rarely happens!
To get results, you need to allocate part of your budget to “paid distribution”, there are many options with paid and the strategy you utilise will normally depend on the level of the budget.
There are 3 key categories with distribution:
Owned - The video views your content receives when you post it to your brand’s social media properties are what is referred to as owned views, the growth happens organically. Most brands don’t have near enough the audience to drive a strong ROI.
Paid - These include pre-roll, in-page display, rich banner ads and native placements. Native placements are integrated into the user experience, are non-interruptive, are contextually relevant, and are based on user-initiated views (Youtube advertising).
Pre-roll, in-page display and rich banner ads are generally accessed via an Ad Network or a RTB (real time buying) platform.
Paid Views are necessary to get enough eyeballs on your video content to encourage sharing!
Seeding content or AKA “syndicating content” ensures you content is posted to more than just Youtube, there are a lot of other great sharing sites like “Vimeo” and social media sites like “Facebook” that have massive viewership.
To drive views across video sharing sites, Social Bookmarking can be leveraged: it is an online service where users can create and store links just like bookmarking on your own computer, “Digg” is a very popular SB site, it is a great way to share videos to a much broader audience.
Shared - The “Holy Grail” of views, these happen because of Social Sharing, basically, someone that you presumably share a relationship with or some mutual interests is telling you to watch this video. The power of shared is that the receiver is 3 times more likely to watch the video and are generally watched 3 times longer than a video that a user finds himself, they also have higher levels of brand lift and are much more likely to be shared again.
The most effective video marketing campaigns will use paid views to drive social sharing.
Video Advertising Australia
, Video Marketing Australia