Online video: Get your content moving

Video and internet TV look set to become more dominant. Cathy Bussey asks how you can create engaging content for your campaign.

Promotion in motion: Red bull's activities are all captured on video
Promotion in motion: Red bull's activities are all captured on video

According to IT and networking giant Cisco, video is set to dominate the internet in the coming years.

In its white paper Cisco Visual Networking Index, published in June last year, the company predicted that by 2014, video in all its forms, including video demand and TV streaming, would exceed 91 per cent of global consumer traffic. Internet video alone will account for 57 per cent of consumer internet traffic.

This white paper lays down a stark challenge to PR professionals. Master video or miss out. No brand or agency can afford to lose that amount and range of traffic.

And the way consumers are viewing internet video is changing, as a result of smartphones, tablets and the newer Google TV and Apple TV. These innovations, which allow users to view the internet through their TV screens, are already creating consumer interest. A report from research agency Harris Interactive published in January and measuring 'buzz' showed 51 per cent of consumers were very or somewhat excited about Apple TV, while Google TV had 45 per cent of consumers excited. Furthermore, 54 per cent of people who were aware of Apple TV had actively discussed it, and for Google TV this figure was 48 per cent.

'Internet-connected TV has an enormous future,' says Steve Evans, director of technology and entertainment at Harris Interactive.

Whether Apple and Google hit the right formula or another platform emerges, it is certain that internet video will soon be infiltrating living rooms across the UK.

Here PRWeek presents examples of successful use of video, and outlines what every PR professional needs to know.


What can video add to a PR campaign?

- Extend the reach, longevity and impact of a campaign

- Cross international borders

- Get messages to those with little time or inclination to digest traditional media

- Potential for sharing beyond initial placement

- Reach busy journalists tied to their desks

- Help ensure consistent messaging across all media

- Direct engagement with audience

HOW I SEE IT - How branded content is changing

Luke Aviet, MD, GoViral

The big buzz word over the past seven to ten years has been viral. Brands wanted to produce a viral video that would be shared by millions of people. But that is slowly fading away. Now brands are looking to provide a different type of video such as product specification video.

For example, if you want to buy a new phone you might look at a product specification video that shows you all the features of an iPhone4 or the latest HDC smartphone, which is more informative and user-friendly than reading a load of specs or watching a 30-second TV advert.

Content can also help maximise sponsorships. Vodafone sponsors the McLaren Formula One team and Lewis Hamilton, and it is using that to provide content that adds value. There are many F1 sites and publications, as well as sports and lifestyle sites, and they would take the content because it is fresh and unique.

Case studies

How to create good video content

Online video: How the experts see it

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