Original online video is crucial for brand awareness

November 29th, 2011

According to new research, ensuring that the content contained within online video is fresh and original is one of the most important criteria of a successful marketing push.

With a growing number of brands and companies across the globe turning to online video to raise awareness of and promote their brand, as well as communicating with both existing and potential customers, original content is key.

Specific Media presented its new research on online video at the recent Internet Advertising Bureau's Video Engage conference, and it revealed that original branded content had the strongest impact in terms of marketing appeal.

Not only did original content help to 'foster positive sentiment' amongst consumers, it also had the strongest impact when it came to tracking a web user's recollection of a particular brand.

Chris Worrell, EU research manager, told the conference, “The strong performance of original content … points to a massive opportunity for brands.” He also went on to say that original, high quality content was far more important to the success of an online video than the length of that video.

Those companies keen to utilise the online video medium in order to raise brand awareness should concentrate on entertaining their viewers and showing 'innovation,' when it comes to the online video production.

Mr Worrell's colleague, Dan Stephenson, also spoke at the Internet Advertising Bureau's Video Engage conference and told attendees that they need to be aware of the effect that online video could have on consumers.

The medium creates a 'cocooning' effect on web users thanks to the ability users have to personalise their choice of viewing in a way that they can not do with television. This should be taken into consideration when planning an online marketing drive, said Mr Stephenson.