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Want to ‘wow’ customers? Stop asking them to buy stuff.

Monday, 11 March 2013 by Lisa Ostrikoff

My last column on brand journalism sparked some great discussion and more questions from my network on exactly how businesses can implement a brand journalism strategy.

Just to recap: Brand journalism is a useful way for brands, big and small, to use the approach of professional journalists to create, curate and share expert content in the form of blogs, articles and video. Businesses are essentially becoming their own media houses too, whether hiring internally or contracting out to people with journalism backgrounds.

Home Depot, Cisco and Boeing are just some of the more commonly talked about larger brand journalism examples, producing relevant media for their audiences in the forms of how-to content, demonstration videos as well as pages upon pages of industry-relevant information. You’ll never see any of the content pieces screaming ‘buy now.’ Rather – the aim is to educate, inform and even entertain its consumers.

RedBull, for example, constantly strives to ‘wow’ its fans through its brand journalism efforts.

The Austrian energy drink company has essentially created its own media network that pushes its content strategy via Red Bull Media House. Dubbing it as “Fascinating people, inspiring stories,” it’s content marketing library boasts thousands of professional videos on it’s YouTube channel. With 1.6-million subscribers and 550-million video views – its strategy is something to take a second look at.

RedBull’s content focuses on sports and events and, of course, athletes. It’s exciting and captivating content distributed via a variety of digital platforms including web video and social media. But YouTube is where it re ally rules. In fact, RedBull is one of the top five YouTube sports content producers in the world, and has launched more than a dozen web TV shows featuring its sponsored athletes.

The brand placement itself is minimal, if non existent, as the emphasis is instead on simulating and exciting content. RedBull’s magic brand journalism formula: create content people want to watch and share, while ensuring whatever it is in alignment with their image and message.

The idea central to brand journalism is that a brand needs to offer value in order to get something valuable back. Consumers are smarter than ever before and demand more respect. If a company can tell those stories in an authentic and non-intrusive way, it’ll start building a loyal community that wants to live, breathe and share this brand.

Businesses, marketers and advertisers can all learn a thing or two from Red Bull’s brand journalism approach. Next time you’re thinking about launching a ‘push’ commercial, bend your mind a bit. Instead, become the show.

via Want to ‘wow’ customers? Stop asking them to buy stuff – Lisa Ostrikoff, The Globe and Mail.

 

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  • Published in Brand Journalism™, Lisa Ostrikoff - The Globe And Mail, Video Marketing
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Online Video: Canada #2 in the world… 92% watch it.

Tuesday, 22 January 2013 by BizBOXTV

Online video consumption has grown rapidly in Canada. In fact, the country ranks second in the world in online video penetration. While advertisers have lagged behind consumer uptake, ad spending on online video grew rapidly in 2012, jumping 75% from the previous year, and is projected to continue growing sharply in coming years, according to a new eMarketer report, “Canada Online Video: Consumers Lead the Way.”

Watching video online is nearly universal in Canada. Nearly 92% of internet users over the age of 14 watched video at home or at work as of October 2012, according to comScore, a higher percentage than anywhere in the world except Argentina.

Advertisers in Canada have taken note of consumers’ online video viewing behavior. “More than those in the US or the UK, Canadian marketers truly implement cross-device video strategies, including online, mobile and connected TV,” said Brian Danzis, senior vice president of North American sales for Videology, a video-ad targeting platform.

Still, popular as online video viewing is in Canada, video ad spending is still quite low. eMarketer’s most recent estimates, made in December 2012, put online video ad spending in Canada at CA$127.8 million ($127.8 million) for 2012.

While a small number, that’s a huge jump over the previous year. Strong growth is projected through 2016, when eMarketer estimates online video ad spend in Canada will reach CA$360.5 million ($360.5 million).

eMarketer projects that online video ad spending growth will significantly outpace other ad formats in Canada during the next several years. Spending nearly doubled in 2011 and is expected to maintain double-digit gains through 2016.

via Advertisers in Canada Race to Catch Up to Online Video Audiences – eMarketer.

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  • Published in Social Media Video, Video, Video Marketing
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Toronto Video Production

Tuesday, 01 January 2013 by BizBOXTV

Video Production Calgary Edmonton TorontoBizBOXTV- A Toronto Video Production Company — Serving: Calgary, Edmonton, Toronto + more!

Broadcast Your Brand™  Brand Journalism™
Online Toronto Video Production + Video Advertising + Social Media Marketing

BizBOXTV’s corporate video clients & partners include major media networks, large corporations as well as small-medium businesses in all cities & industries across Canada and North America.

The BizBOXTV difference? We’re not a traditional Toronto video production company with traditional approaches. We were founded in 2009, as this new digital & social world started making itself known, so our focus and expertise has been honed right here. Our background comes from working in news… most of our core team are Journalists, seasoned professionals who know the best way to tell stories in an engaging and entertaining way so a target audience will listen.

From single profile videos and team bios to sales videos and branded content creation, BizBOXTV has years of experience working with businesses just like yours, looking for a unique and powerful way to tell their stories, increase brand awareness and of course, sales. You are also looking for an incredible return on investment in this changing media landscape. This is why BizBOXTV was created. Professional Toronto video production does all that, and more.

As the entire media and advertising landscape experiences a massive shift, BizBOXTV is thrilled to be in a position to work with forward thinking companies driven to get and stay ahead of the curve via video advertising. We have worked with hundreds of amazing video production clients in Calgary, Edmonton, Toronto & in cities across Canada and North America over the past four years. BizBOXTV is looking forward to growing and evolving with this ever-changing communications landscape to be able to offer our clients the most innovative approaches to getting what they want, as well as getting the most value out of their marketing dollars.

BizBOXTV – Toronto Video Production – Canada
BizBOXTV: An Evolution in Media.

Do you have a Toronto online video production project you’d like to explore working with us on? Contact us today if you’re ready to step it up and enter the exciting and results-driven world of BizBOXTV: Toronto video production for business.

Press ‘play’ on web video for your business!
Calgary, Alberta CA HQ 403.239.1382
National/International 1.877.839.1382
[email protected]

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  • Published in Toronto
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