The SmartVideo Blog
Welcome to the first edition of our weekly news roundup! I will be highlighting a collection of news from the previous week for enjoyment of SmartVideo blog readers.
As the Head of Customer Success, I lead a team to ensure best in class SmartVideo programs are established and delivered to meet our customer’s performance goals, KPIs and expectations. Part of that process includes supporting the setup of the team on our customer’s side, to ensure they have a strong and skilled “dream team” in place within their organization, working as our direct counterpart to aid in a seamless SmartVideo program.
Heightened competition, increased consumer expectations, declining customer loyalty – these are all hurdles that many brands are facing today. More than ever, companies need differentiating strategies to compete in challenging markets, and personalized customer experiences are becoming a key driver for such strategies.
The true measurement of success for a SmartVideo program boils down to the value of a SmartVideo view. A view is the most basic indicator of how engaging and effective the SmartVideo is. For how long did the viewer watch the video? Did the viewer take an action? Did the viewer take the desired inaction? Fundamental to all SmartVideo solutions is tracking and measuring the results of views with an eye on delivering incremental business impact.
Earlier this week I posted an opposing response to a recent VentureBeat guest article by Mo Al Adham, who argued the end is near for pre-roll video ads because they negatively impact the advertiser’s brand. On the contrary, there is still infinite opportunity for the pre-roll, as long as brands recognize that online video advertising is a different ballgame than traditional TV advertising. While a 15-second spot – whether online or on TV – appears to be the same medium, there is so much more data-driven intel that can be used within video ads, which can deliver beyond just brand awareness but actual conversion and revenue performance.
Tags: smart video, SmartVideo, customer experience, YouTube, personalized video, targeted advertising, video advertising, retargeted advertising, pre-roll ads, customer nurturing, online video ad, video ads, data intelligence, online video advertising, mobile ads, Videonuze, personally relevant video
Recently, Mo Al Adham, CEO of Telly, wrote a VentureBeat article, “3 reasons why digital video needs to rethink its advertising model,” in which he argues that pre-roll ads have a “negative impact” on the advertised brand and that the “death of pre-roll video” is looming. I’d like to counter his perspective: pre-roll ads have the ability to positively impact customer-centric brands and drive customer engagement and acquisition strategies.
Adham is right about one thing; online video advertising is currently executed the wrong way, in which it follows TV’s model of delivering one ad to many viewers, ultimately annoying the consumer. I agree that the industry needs to innovate, but not at the expense of the pre-roll ad. Consumers want content and experiences that address their personal interests, ads they want to watch. Matching creative best practices from TV advertising with data-driven intelligence established in the display marketing space in recent years lies opportunity to deliver better, more personalized video ad experiences to consumers, even by pre-roll. While the ability to choose your own ad experience before a Hulu video starts is a small step toward a personalized experience, many brands are leveraging online video ad platforms to quickly move beyond just contextualized ads repurposed from TV. Think about it: if given the choice, would you choose a video ad for someone like you, or a video ad created in the moment just for you?
Tags: smart video, SmartVideo, innovation, customer experience, personalization, targeted advertising, retargeted advertising, pre-roll ads, video ads, customer acquisition, online video advertising, contextual advertising
Last week I joined about 350 online video professionals ranging from video software and consulting vendors to in-house video production specialists at major retailers such as Zappos, eBay and Amazon at the ReelSEO Video Marketing Summit 2013 in San Francisco.
Tags: smart video, SmartVideo, measuring business impact, customer engagement, customer loyalty, video advertising, customer lifecycle, customer acquisition, personally relevant video, video engagement, scalable, brand engagement, Google