1. In-Video Overlays
This function allows you to advertise in the middle of a video with small pop-ups. This means a coupon button could pop up right after they see the food, or a “buy this on DVD” ad pops up right after the punch line.
Monty Python Channel
Best thing is, it’s working. Monty Python has recently put some of their most popular content on YouTube and with the click-to-buy links under the video. Mashable reports that even though the content is online for free, Monty Python’s DVD sales have skyrocketed 23,000% on Amazon and reached the #2 on Bestseller list.
2. Brand Channels
These homepages can save a lot of money and be more effective. YouTube now offers enough customization you can basically create a microsite for peanuts. Also, users can stay within the YouTube environment without clicking out to get the coupons, games and other goodies.
Nature Valley’s Brand Channel
Advertisers no longer need to buy banner space around their content on YouTube. They simply place it within their content for free. Annotations are also great because you can change easily without re-editing or re-uploading the video. This means brands can respond quickly to what people are saying by adding their own comments to sections of the video. Another function of these annotations has been a these choose your own adventure video (shown below). Annotations are changing the way we tell brand narratives.
4. Out of the box experiences
YouTube is willing to work with clients to make the standard video player more dynamic. Take a look at the creative approach Goodby Silverstein & Partners SF took in advertising the Nintendo Wii game Wario Land.
YouTube’s Insight portion helps you monitor how hot or cold your video is. It generates graphs at what time your audience is leaving or where they go back for another look. It also gives you demographics and info as to where they discovered the video. After looking at hot spots, you could better decide where to add annotations and in-video overlays. You can also understand how long your audience is willing to stick around.
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.
Thursday, March 12, 2009
1. In-Video Overlays