In recent months, online video marketing strategies employed by major brands, have often involved repurposing “made-for-tv” content on the web. But exactly how effective are the videos, when compared to video content created exclusively for use online?

Well … Dynamic Logic, a US-based research company that specialise s in measuring advertising and marketing effectiveness, has just released a rather interesting that suggests that;

“In terms of brand awareness, repurposed television spots performed at the same level as ads created specifically for the web, but in terms of conversions original web content rules, beating out repurposed television ads handily”.

 

Here’s a clip from NBC’s The Office, released online last week to promote the new upcoming. It went “viral” in a matter of hours, generating huge amount of views and traffic, for virtually nothing.

 

 

Find out more about how viral video marketing works?

 

Charities who employ webvideo marketing as part of their outreach campaigns, are able to reach out to much larger and wider audiences.

Spectrecom has recently produced two videos for Body Gossip, a UK-based body-image campaign starting a “beauty revolution” by collecting real people's stories about their real bodies. 

Here’s the 2^nd film 'This one is for you', a powerful farewell to an eating disorder, written by Laura Nation and performed by a cast of well-known actors and presenters.

For out more about Spectrecom’s charity marketing work.

 

With the sudden rise in video content on the web, companies are investing heavily into online video marketing.

HMV recently embraced this burgeoning trend by incorporating video into their latest email campaign, promoting a remote controlled helicopter named the Parrot quadricopter AR Drone. The campaign proved to be a huge success. Click-through rates for this product tripled in comparison to emails without video. This successful campaign was led by Experian CheetahMail and HMV eCRM manager Kevin Hurst.

Having proved that email marketing and video production can go hand in hand, Hurst stated that "This campaign has been one of the most successful email marketing projects we have had at HMV, significantly increasing click through rates and driving sales.

"Experian CheetahMail's integration of video into email campaigns will help us more effectively communicate our latest products and offers direct to consumers in a more interactive way."

Find out more about web video.

 

Last week, Spectrecom's Waterloo Film Studios welcomed two families consisting of a mom, dad and an infant.

Unlike most shoots involving kids, this one felt like a family day-out in a film studio – instead of a park or a zoo. Usually our green room is dimly lit so to endorse a calm atmosphere, but this time around we cleared most of the furniture and turned it into a mini play-den for the two infant stars of the show.

Tantrum TV were shooting a new title sequence for the Norwegian version of the American (Showtime) hit TV show Dexter. With the programme already boasting one of the best opening title sequences, it is a brave move to produce a different one.

For all you Norwegian’s amongst us, I will not spoil this for you by revealing anymore details. All I can say is it involved, sharp knives, blood and smiling babies.

 

Successful viral video marketing can be a very tricky skill to master. Nokia however, get it right, almost every time.

Yesterday, I posted clip of their genuinely incredible short film “Dot”. It was commissioned by the Finnish telecommunications giant to celebrate the Nokia N8, a mobile phone that in remote countries across the developing world is combined with a microscope to diagnose malaria remotely.

Were you were wondering exactly how they animate a character just 9mm tall with a mobile phone? This video, which has enjoyed almost as many hits as the short film, takes us behind the scenes of the amazing magical, magnified world of “Dot”.

The film was directed by Ed Patterson and Will Studd, along with creative’s from Weiden & Kennedy, Mark McCall & Richard Dorey.

Find out more about video production.