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Online Video A Best Practice Guide

Econsultancy London

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Published July 2012



Online Video A Best Practice Guide Page 1

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Contents

1. Introduction ..................................................................... 4 2. About Econsultancy ......................................................... 5

2.1. About the author ....................................................................... 5 3. Introduction: The Business Case ..................................... 6

3.1. Developments in the last two years ........................................... 6 3.2. Common pitfalls ........................................................................ 7 3.3. Getting it right........................................................................... 7 3.4. How this guide is structured ..................................................... 8

4. Online Video Essentials ................................................... 9 4.1. Setting up the project team ....................................................... 9 4.2. What are you actually trying to achieve? ................................... 9

4.2.1. Online video strategy setting tool ........................................... 10 4.3. Standardising return on investment ....................................... 10 4.4. Budget ...................................................................................... 11 4.5. External commissioning .......................................................... 12

4.5.1. Top tips for picking the perfect partner .................................. 12 4.6. Technology ............................................................................... 13

4.6.1. HTML5 and video formats ....................................................... 13 5. Why it Works: Defining KPIs .........................................15

5.1. Brand exposure ........................................................................ 15 5.2. Delivering information more effectively .................................. 17 5.3. Increasing conversion .............................................................. 17 5.4.

Dwell-time, basket size and repeat visit rate ........................... 18

6. The Importance of Content ........................................... 20

6.1. Understanding your audience ................................................. 20 6.2. Getting the right content .......................................................... 21

6.2.1. Online video brief writing ........................................................ 22 6.2.2. AV script template .................................................................... 24

7. Strategy 1: Online Video for Off-Site Engagement ........ 25 7.1. Content seeding ...................................................................... 25 7.2. YouTube .................................................................................. 26






7.2.1. Beware the free lunch trap ...................................................... 26 7.2.2. YouTube is best for exposure .................................................. 27 7.2.3. Little-known YouTube parameters ......................................... 27 7.2.4. Vimeo ........................................................................................ 27

7.3. Video SEO ............................................................................... 28 7.3.1. YouTube SEO ............................................................................ 29

7.4. Video advertising .................................................................... 29 7.5. Measurement .......................................................................... 30

7.5.1. Revisit your strategy ................................................................ 30 7.5.2. Knowing what you can measure .............................................. 31 7.5.3. Interpreting video analytics ..................................................... 31

8. Strategy 2: Online Video for On-Site Optimisation ...... 33 8.1. Hosting and content management .......................................... 33

8.1.1. Content management ............................................................... 33 8.1.2. Publishing, hosting and playback ........................................... 33 8.1.3. Choosing a video platform ....................................................... 33

8.2. On-site search ......................................................................... 34 8.3. Interactive technology ............................................................. 34

8.3.1. In-player adverts ...................................................................... 34 8.3.2. Clickable video .......................................................................... 34 8.3.3. Gamification ............................................................................. 34

8.4. Video security.......................................................................... 35 8.4.1. RTMP ........................................................................................ 35 8.4.2. Digital rights management (DRM) ......................................... 35 8.4.3. IP / domain restriction ............................................................ 36

8.5. Video in the user journey ........................................................ 36 8.6. Measurement and continuous improvement .......................... 36

8.6.1. Informing other marketing channels ..................................... 37 8.6.2. A/B and multivariate testing (MVT)....................................... 37 8.6.3. Improving performance ........................................................... 38

9. Funding Models ............................................................. 39 9.1. Supplier-funded ...................................................................... 39 9.2. In-house production vs. external ............................................ 39 9.3. Pay-per-view ........................................................................... 39

10. Legislation ...................................................................... 41 10.1. Accessibility controls................................................................ 41 10.2. Other benefits of compliance ................................................... 41

11. The Future of Online Video ........................................... 42






11.1. Audiences ................................................................................ 42 11.2. Preroll ..................................................................................... 42 11.3. Strategy ................................................................................... 43 11.4. Connected TV .......................................................................... 43 11.5. In conclusion ........................................................................... 43

12. Glossary .......................................................................... 45 13. Appendices ..................................................................... 47

13.1. Industry experts’ biographies.................................................. 47 13.1.1. Chris Gorell Barnes .................................................................. 47 13.1.2. Steffen Tiedemann Christensen .............................................. 47 13.1.3. Mike Johnston .......................................................................... 47 13.1.4. Lee Kemp .................................................................................. 47 13.1.5. Bismarck Lepe .......................................................................... 47 13.1.6. Stuart Maister ........................................................................... 48 13.1.7. Manley ....................................................................................... 48 13.1.8. Andy McNamara ...................................................................... 48 13.1.9. Joe Pélissier .............................................................................. 48 13.1.10. Sarah Wood .......................................................................... 48

13.2. Further and continued reading ............................................... 49 13.2.1. Sites ........................................................................................... 49 13.2.2. Charts ........................................................................................ 49



SAMPLE: SAMPLE: Online Video A Best Practice Guide Page 4



1. IntroductionEconsultancy ’s series of best practice guides have been created for Internet

professionals who typically work in marketing or e-commerce roles.

The guides steer readers to ensure that projects and strategies are executed in the right way for

optimal results.

This guide to online video is specifically aimed at brand or marketing managers, content owners

and digital marketers who are using video as a strategic tool.

It aims to cover all the key aspects of online video and equip you with the tools and techniques

that will work for your project and achieve clear, measurable business objectives.

This latest version of the guide contains some useful statistics on the state of the online video

market in 2012, including an overview of which sectors are using online video and who’s carrying

the flagship.

It’s also full of contributions from some of the top people in online video to help you anticipate what will be relevant to your organisation in the future.

We hope it proves useful to you.

SAMPLE ONLY. Please download the full report from:










2. About Econsultancy Econsultancy is a global independent community-based publisher, focused on best practice digitalmarketing and e-commerce, and used by over 400,000 internet professionals every month.

Our hub has 125,000+ members worldwide from clients, agencies and suppliers alike with over90% member retention rate. We help our members build their internal capabilities via a

combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.

For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practiceand innovation.

Econsultancy has offices in London, New York, Sydney and Dubai and we are a leading providerof digital marketing training and consultancy. We are providing consultancy and custom trainingin the Middle East, and extensively across Europe and Asia. We trained over 5,000 marketers andran over 200 public training courses in 2011.

Join Econsultancy today to learn what’s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You

can also contact us online.

2.1. About the authorSteffan Aquarone is a leading online video strategy expert.

At just 20 years of age, Steff was a founding director of a top 50 digital film agency. As Managing

Director, he developed content for Land Rover, Vodafone, Massey Ferguson and American

Express as well as leading the business through its first five years.

As an entrepreneur, Steff works on technology start-ups as well as with big brands ranging from

RBS to UCAS, helping them to develop elements of their online video and digital strategies. He

leads Econsultancy ’s Online Video Strategies training course and writes regularly on the future of

video on the web.

An active film producer, Steff co-owns Immense Productions with best-selling comedy writer Guy

Browning, which releases its first feature film, Tortoise in Love, in July 2012.

Steff is an unflappable operator who can make things happen against the highest odds and speaks

regularly to audiences about the highs and lows of business, young entrepreneurship and the

power of digital marketing. He graduated from the University of Warwick with a BA (Hons) in

2006 and became a fellow of the RSA in 2007.



http://email.econsultancy.com/t/3096704/3346144/231/0/








http://econsultancy.com/uk/training/courses/online-video-strategies















3. Introduction: The Business CaseFive years ago “online video” was a simple matter of putting your corporate film or

TV ad on your website. In 2012, we have as many examples of start-ups whose main

growth driver is their use of online video to spread the word as we have existing

brands delivering double-digit growth through investment in online video.

3.1. Developments in the last two yearsOnline video has moved from a ‘nice to have’ extension to TV advertising through the teenage

years of struggling to work out whose department and budget it fits into and into full maturity as

a strategic marketing tool. The questions marketers are asking in 2012 are not things like “how do

I get an online video?” but “how can I get more out of my online video?”

With this evolution, expertise around how to reach audiences and how to calculate return on

investment is increasingly valuable. It’s big stuff: more than 200 million people in the EU7 (UK,

France, Germany, Spain, Italy, Russia and Turkey) watch an average of 20 hours each of online

video every month (source: comScore, 2012). More importantly, almost every type of audience is

making, watching and acting upon online video:



Source: ComScore









3.2. How this guide is structuredThis guide has been assembled so you can dip in and out for information about key themes as you

go, or start from the place you think your current thinking has reached already. The ‘ basics’ are

laid out towards the front of the report with sections like ‘Online Video Essentials’ before later

sections where even the most advanced online video strategist should find some useful insights.

Don’t be fooled into thinking the basics are a given though. A great many brands are spending alot of money on making video prolific throughout their sites without taking a few basic

considerations into account.

There are quotes and tips from personal interviews with industry leaders throughout the report.

These experts have contributed towards a broad range of case studies that recognise the brands

and organisations that are engaging in best practice online video.

Finally at the very end, after the appendix, is an attempt to disambiguate the nomenclature of

online video so you know what other people are talking about (particularly sales people).











4. Online Video EssentialsBefore you launch into spending money on video when the problem actually needs solving

elsewhere, or choose to let your brand be represented by someone from your office shrieking

incoherently into a camcorder, take a step back to think about your strategy and what you ’re

trying to achieve.

Some of the most common mistakes are caused by spending too much too fast, and trying to

adopt a new approach without due forethought.

“Brands are realising that video is powerful content”

“We’ve started getting lots more enquiries from people saying ‘ W e’ve tried video, it’s not really working, and

we’re not sure what we should be doing. Can you help us?’

“Last year we kept on saying to people ‘You need a video strategy’ and this year they se em to have come round to

the idea.”

Chris Gorell Barnes, founder and CEO at Adjust Your Set

4.1. Setting up the project teamOne of the first questions you should ask yourself is who else needs to be involved to make your

online video strategy happen. Online video is a high-profile undertaking in many organisations

and if you’re keen on metrics, you’re going to need some pretty heavy integration between your

video, your website and your e-commerce or other end-goal measurement system.











5. Why it Works: Defining KPIs“The reasons companies typically want to use video are more often observationsnot objectives.”

“There’s a realisation that they should be using it. And an observation that it ’s affordable and therefore accessible

to them, perhaps for the first time. But we see a huge variance in terms of quality of material and I put this downto companies having a lack of understanding about how to put it all together.

“The challenge is to get businesses to think like media publishers. There ’s nothing wrong with doing it all in-

house, but they need to learn how to plan, deliver and edit. Cheap and cheerful is fine, but you need to think

about shelf-life.”

Joe Pélissier, Marketing Consultant and Producer

People in 2012 expect video as part of their online experience. But simply having video on your

site isn’t enough. Section 4 gave you a tool to help you define your online video strategy. This

section takes a look at a series of headline reasons why brands look to online video. A video

strategy won’t fix everything in your organisation in one go. But each of the performance

indicators that follow would make for a decent overall objective.











6. The Importance of ContentIt’s easy to get lost in the exciting reach of social networking sites or the rapid response potential

of YouTube. These are explosive developments allowing your brand greater access to people and a

greater opportunity to interact with them. However, the ‘old world’ rules still apply: if your

audience is going to engage with your video, the content has to be good. This is even more

important if people are going to act as ambassadors for your video.

The environment in which people now browse the web is fundamentally more competitive than

any other in the history of advertising. Display ad designers have long had to cope with their work

being one of multiple things competing for people’s attention, and TV advert producers know

their audiences will change channels or fast-forward if they don’t like what they see. Online video

suffers from all these challenges and more.

Your online video is going to be competing with every single piece of content on the web.

Audiences who don’t like what they see will simply go and watch something else, even if they ’re

“rational B2B decision makers” and especially if they ’re employees.

“The biggest surprise to me lately has been the internal space.” “More companies are finding success stories in their internal documentation of what ’s going on. Video

production is not often the main component of internal communication and audiences can be very small. But

success isn’t about having a lot of views. People have started realising that the things they ’ ve been doing before

can be done better with online video.”

Steffen Christensen, Cofounder and CTO, 23Video

But it’s not just other content that is competing for your audience. A typical teenager might have a

connected TV on in the background, a laptop in front of them and a mobile phone beside them.

Any one of these devices could cause distraction and dropout.











7. Strategy 1: Online Video for Off-Site

EngagementGood content is only half the battle. Even the best content won ’t get watched simply by being

posted to YouTube. This section will introduce a range of techniques to help your content reach its

audience.

Social Video

“Social video, like the web, is authentically global and our goal as a company is to establish the largest global

footprint, while maintaining intimate local relationships with brands, agencies and media partners. From our

perspective, that’s why we have nine offices on three continents across 11 time zones. It ’s also why we employ

fluent native speakers of more than 25 languages.”

Sarah Wood, Unruly Media

7.1. Content seedingSeeding content is a bit like planting things in the garden. If you put it in the wrong place, it won ’t

flourish.

The simplest seeding strategy starts at home. Your fantastically brilliant content needs a few

people to see it first, who can then act as your ambassadors and share and spread it around the

web via social networks. These first few people could well be your existing customers’ social media

connections.

So before you go out and spend money with a seeding agency, do an audit of how many people

you can reach via your existing channels. It could be that you’ ve already got sufficient connections

around the web to reach enough initial viewers to get the ball rolling.











8. Strategy 2: Online Video for On-Site

OptimisationOff-site and on-site need to be thought about separately

“‘Brand exposure’ or ‘sell stuff ’ – these are two very different things. Brand exposure is much softer: it’s abouthow people interact with the brand, how they ’re guided to a site, which videos they watch. Selling stuff is about

how you get people onto a page and how you use video to improve funnel performance: converting them to an

action, whether it’s trying something out or buying.”

Steffen Christensen, Co-founder and CTO, 23Video

A lot of the previous section will be useful to you whatever you’re doing with online video. This

section specifically covers how you use video on your own site.

8.1. Hosting and content management We’ ve already touched on online video platforms in previous sections. Many of the techniques inthis report can be employed more effectively and more easily using online video platforms.

Generally, online video platforms do four things:











9. Funding ModelsPaying for things is never a popular activity and just as it ’s not yet clear which department online

video sits in, it’s not yet clear who should pay for online video.

PR 2.0

“ Video is a powerful tool for brands within social media because it’s got the perfect mix – something you watch,

talk about and share.

“ As we start to see the softer metrics come into online video, then we’ll see more of the budgets come in too –

especially PR budgets. They ’re really starting to see the value of distributing video to tell stories. We call this PR

2.0 and think it’s a big opportunity for PR teams to take budget away from advertising agencies. It ’s stuff they

themselves can organise both the production and distribution of. Perfect all-round measurable PR. ”

Chris Gorell Barnes, Adjust Your Set

As well as examples of organisations taking bold decisions (often agency-driven as part of core

brand marketing), some innovative funding models are starting to emerge.

9.1. Supplier-fundedMany suppliers might not have the resource or time to produce any video content whatsoever.

Collaborating with suppliers or partners could be a smart way of sharing the cost and allowing

both to host the content (in your branded player of course – driving any calls to action back to

your site).











10. LegislationIt’s important not to forget that not everyone experiences the web in the same way, and the same

goes for your online video content. Videos, like websites, are starting to experience the same

degree of scrutiny from compliance bodies and there are significant pieces of legislation such as

the Disability Discrimination Act (UK) and Americans with Disabilities Act (US) that, although

relatively untested in relation to video, are a compelling reminder of the need to strive for

accessibility on the web.











11. The Future of Online Video

11.1. AudiencesJust as brands and platforms will change, so too will audiences. With an increasingly personalised

web, audiences will expect content to be even more relevant to them.

“The future is about trust”



Manley, Director of Search at LBi









12. Glossary ADA – Americans with Disabilities Act. Legal enshrinement of the equal rights of US citizens.

Specifically relevant to the accessibility of online video

ASA – Advertising Standards Authority (UK).











13. Appendices

13.1. Industry experts’ biographies

13.1.1. Chris Gorell BarnesFounder and CEO at Adjust Your Set, London, UK

Chris is a new media entrepreneur working in digital video marketing and advertising. The

business he founded in 2008 created the award-winning M&S TV and significant online video

channels for a range of brands including Debenhams and Lastminute.com. In May 2011, Adjust

Your Set came 8th in a list of Top 50 fastest growing media companies in Europe. Chris is an

expert in content creation and distribution strategies, tying together the creative, technical and

strategic elements of online video.

http://www.adjustyourset.tv/

13.1.2. Steffen Tiedemann ChristensenCo-Founder and CTO at 23Video, Copenhagen, Denmark

Steffen Tiedemann Christensen is CTO and one of the original co-founders of 23, created in 2003.

He comes from a technical background as developer for, among others, Nosco and NordSign. He

has a Master’s degree in Political Science from the University of Copenhagen. Steffen is a mentor

at Seedcamp and advises a number of organisations on technical development.

http://www.23video.com/

13.1.3. Mike Johnston

Executive Producer at Boss Creative, Seattle, USA With a background that includes traditional agency as well as digital agency experience, Mike has

worked in advertising for ten years leading the strategic planning and supervision of national

award-winning advertising campaigns including broadcast, web, interactive, mobile, corporate

and online media.

http://www.bosscreative.net/

13.1.4. Lee Kemp

Managing Director at Vermillion Films, Birmingham, UK

Lee owns and runs Vermillion Films who make films with original ideas, executed with passion.

Their mission is to make films that people want to watch, serving both their clients ’ need tocommunicate and their audiences’ thirst for enjoyment.

http://www.vermillionfilms.com/

13.1.5. Bismarck Lepe

Founder of Ooyala, Mountain View, USA

Bismarck is a Stanford graduate who formerly served as Senior Product Manager at Google where

he was guiding the development of content monetization products for AdSense, Social Networks

and Online Video. Ooyala was started in 2007 to unleash the true power of online video for

publishers everywhere. Now with offices across the world and $42 million of funding, Ooyala is a

leader in online video technology, analytics and monetization.http://www.ooyala.com/









http://www.ooyala.com/












13.1.6. Stuart Maister

Managing Director, BroadView Communications, London, UK

Stuart runs a TV company specialising in the development and delivery of web-based

programmes for large companies. With a background in TV and radio journalism, Stuart has seen

online video unfold from the start. He’s watched brands’ attitudes change from scepticism about

who could see it to enthusiasm when it became the case that everyone could.

http://www.broad-view.com/

13.1.7. Manley

SEO Director at LBi, London, UK

Manley is search analyst who leads a strategic and campaign team for LBi where he ’s been since

2005. Manley ’s background is in web accessibility, although now as SEO Director, Manley is

responsible for Technical Search Analysis, developing best practice guidelines and providing

consultancy both to clients and agencies on designing, implementing and supporting their search

strategy.

http://www.lbi.co.uk/

13.1.8. Andy McNamara

Managing Director at Buto, Birmingham, UK

Andy McNamara is Managing Director at Buto, part of Big Button Media which he jointly owns.

Big Button has been producing corporate videos and commercials for ten years and is in the

Televisual Top 25 UK Corporate Production Companies. Buto was born out of a growing need

amongst clients for video delivery via the web rather than broadcast or static media. It ’s a truly

British technology success story and is the online video platform of choice for some of the UK ’s

top brands.

http://get.buto.tv/

13.1.9. Joe Pélissier

Marketing Consultant and Producer, London, UK

Joe’s professional career started in video production before he set up his current consultancy

service that helps companies adapt to the new world of digital communication. Since the rise in

online video, Joe’s brief has expanded from copywriting and marketing and communications

training to see him become increasingly involved in online video for his clients.

http://www.joepelissier.co.uk/

13.1.10. Sarah Wood

COO at Unruly Media, London, UK

Sarah Wood is co-founder and COO of Unruly Media. She’s responsible, in her own words, for

ensuring that Unruly is delivering the most awesome social video campaigns on the planet. An

academic in a previous life, Sarah continues to lecture in New Media, Screen Cultures and Digital

Marketing at several UK universities.

http://www.unrulymedia.com/





http://get.buto.tv/

http://get.buto.tv/







http://get.buto.tv/





13.2. Further and continued reading

13.2.1. Sites

1. Reel SEO http://feeds.feedburner.com/videoseo

2. Beet.TV http://feeds.feedburner.com/BeetTV

3. LostRemote.com http://feeds.feedburner.com/LostRemote

4. NewTeeVee http://newteevee.com/feed/

5. The Business of Online Video

http://blog.streamingmedia.com/the_business_of_online_vi/atom.xml

6. Video Insider http://blogs.mediapost.com/video_insider/?feed=rss2

13.2.2. Charts

1. Ad Age viral chart http://adage.com/section/viral-video-charts/

2. Unruly Viral Chart http://viralvideochart.unrulymedia.com



http://feeds.feedburner.com/videoseo



http://feeds.feedburner.com/BeetTV



http://feeds.feedburner.com/LostRemote



http://newteevee.com/feed/





http://blogs.mediapost.com/video_insider/?feed=rss2



http://adage.com/section/viral-video-charts/



http://viralvideochart.unrulymedia.com/














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