“When YouTube’s site first launched in May 2005, we never could have imagined the endless ways in which you would inspire, inform and entertain us every day.”
Today, more than 100 hours of video are uploaded to YouTube every minute. That’s more than four days of video uploaded each minute! Every month, more than 1 billion people come to YouTube to access news, answer questions and have a little fun. That’s almost one out of every two people on the Internet.
Millions of partners are creating content for YouTube and more than 1,000 companies worldwide have mandated a one-hour mid-day break to watch nothing but funny YouTube videos. Well, we made that last stat up, but that would be cool (the other stats are true).
We are at the brink of a watershed moment in digital video. Fueled by the high demand for premium, original content, this second annual marketplace, taking place this week (April 29-May 3), is widely expected to attract $1 billion of investment.
This level of investment inevitably will propel the entire digital video ad industry. Advertisers now have the foresight and financial incentive to produce original digital video advertising and make digital video a central focus of creativity, breakthrough interactivity and brand storytelling.
Interactivity aside, there’s room to think beyond the constraints of the traditional TV spot. In 2012, the most viral ad wasn’t 30 seconds long. It didn’t feature a cat, celebrities or a household name brand. It was a 30-minute video from Invisible Children, a nongovernmental organization, to rally opposition to Ugandan rebel leader Joseph Kony. Its current tally on YouTube of more than 97 million views makes its audience comparable to that of the Super Bowl.
Consumers are eager for more dedicated and eye-opening digital video advertising content. It’s already become a vibrant element of the stories that inform us, as demonstrated by the interactive feature “Snow Fall: The Avalanche at Tunnel Creek” from The New York Times. Also, original digital video content has become a regular extension of television programming, especially of programming targeted to a younger audience.
Digital video has all the attributes of television—sight, sound and motion, and high-quality, original content—with the great benefit of interactivity, targetability and global audience.
Marketers are beginning to recognize this. In 2012, advertisers spent $2.3 billion on digital video advertising, an increase of 29 percent over 2011, according to the IAB Internet Advertising Revenue Report. But all too often, the ads themselves are an afterthought—repurposed television commercials, 15- to 30-second spots with very limited interactive features.
While it’s understandable that marketers want to dip in their toes before jumping, it’s time for the high dive. Too many advertisers are missing out on the valuable advantages of this medium, and too many consumers are ready for these new advertising experiences that aren’t presently available to them. Indeed, the marketplace is primed to produce interactive, engaging and powerful original digital video advertising.
We’re at the precipice of a new era of advertising where sight, sound, motion and interactivity are united into one robust, surprising, even multilayered brand communication, far beyond the capabilities of a traditional television commercial.
But it’s up to marketers, agencies and publishers to take that leap and jump in.
According to new consumer research from the e-tailing group and Invodo, 57% of online consumers feel more confident when watching product videos before making purchases online. This is an increase of nearly 10% over last year’s online video survey.
Confident shoppers are happy shoppers, and online video helps to create positive sentiments towards your brand. This feeling likely stems from video’s ability to show and demonstrate the product in a realistic environment: more than 2 out of 3 shoppers claimed that video helped them to understand how the product really works. It’s tough to buy something online without being able to try it out like you could in a store, but video helps to bridge that gap.
In addition, shoppers are also increasingly likely to be driven to purchase (40%, up from 31%), to purchase more (44%, up from 37%), and to shop again (45%, up from 41%) with retailers who provide online video. It also doesn’t hurt that increased confidence translates to reduced returns. All of these are great for the retailer – who can argue with more sales more often? And that’s not even taking the effects of a satisfied consumer, including positive reviews and brand loyalty, into account.
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What is Dare to Care?
The Dare to Care program is a fully comprehensive approach to dealing with bullying and challenges within school communities. This comprehensive approach involves students, teachers, parents and the community in an effort to eliminate bullying and other dangerous behaviors from their schools and, in turn, create an atmosphere of tolerance and respect.
The Dare to Care program helps school communities, from Kindergarten to Grade 12, create a common language which then allows for more consistent intervention and follow through when dealing with challenging issues.
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Lisa has been working in school systems across Western Canada since 1990. After completing her M.Ed in Educational Psychology (1997), Lisa’s focus has been on Comprehensive Guidance and Bully Prevention. As the creator of the Dare to Care program, her work has focused on early prevention and intervention in elementary and junior high schools. Through professional development, parent information nights, and classroom facilitation (including assemblies, student forums, and role playing), Lisa has helped over 200 schools create and maintain safe and caring school environments. As well as her expertise in the area of bullying, discipline and community building, Lisa has assisted schools in the development of clear and concise school discipline policies.