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10 video marketing case studies prove ROI for brands 0

Posted on October 11, 2019 by Rob Petersen
Video marketing case studies

Video Marketing Case Studies

Video marketing case studies show the value of video online for brands. And offer proof that, even if you run a great advertising campaign, what good is it until it delivers the desired return.

Whether it is a boost in sales, an increase in leads or penetration into a new target segment.

Here are 10 video marketing case studies that prove ROI for brands

ABREVA: Found most sufferers get their first cold sore as teenagers.  Knowing that Gen Z and millennials are watching less TV than in the past, Abreva decided to lean into YouTube. Abreva created 119 different ads to customize the text based on a variety of interests. Viewers were then served up a relevant ad based on what they were watching. They saw a 41% lift in overall ad recall and a 342% lift in search interest among its target audience.

ADIDAS: Had always used a “phased block planning” approach to product launches — one campaign split into multiple, time-separated phases, all targeted at the same audience. The phases typically focused on awareness, education, and driving action. In need of a better way to launch its Nemeziz soccer shoe, the Adidas marketing team turned to YouTube’s video ad sequencing tool to move its target audience along a planned sequence of ads in a shorter amount of time — just a few days, for some people. Adidas saw a 33% lift in awareness, a 20% lift in ad recall, and a 317% lift in product interest.

CHILI’S: Decided to run a digital campaign to raise awareness of its 3 for $10 deal. The plan was to capture people’s attention using a made-for-digital 15-second creative spot that highlighted one of the meals from the promotion. They also saw a good opportunity to get people to sign up for My Chili’s Rewards, the brand’s loyalty program. The campaign ended up generating over 7,800 form leads, a valuable addition for a campaign focused on brand consideration.

COMCAST: Xfinity Mobile, a new type of wireless plan with millions of Wi-Fi hot spots designed to help consumers save money on data. They had a seemingly simple idea: give potential customers sticker shock by showing them how much their data actually costs them. For example, if someone was about to watch a five-minute sports clip, they might have been shown a sports-themed ad beforehand showing that the video they were about to watch would cost them $1.31 with their current cellular service provider. The brand experienced a 113% lift in brand interest, 3X increase in search, and has gained thousands of new customers since the campaign launched. The campaign won the YouTube Works Grand Prix and Best Media Work awards and Cannes Lions awards.

DORITOS: Told a funny, elaborate story for Doritos Blaze that built over time through a series of six-second bumper ads on YouTube with customization options. For example, someone who watched the introductory 15-second ad was later served up a six-second ad that naturally followed from the first one and reinforced the message. Someone who had chosen to skip the longer ad was instead served a six-second ad that reintroduced the product. The campaign led to a 19.3% lift in favorability, helping Blaze become the top-selling new single SKU launch for Doritos in the past five years.

HERSHEY’S: Had ahead of the launch of its limited-edition Hot Cocoa Kisses. While food brands often turn to TV to recruit celebrity chefs like Martha Stewart, Hershey’s headed online for inspiration. They featured top YouTube bakers like Rosanna PansinoThe Icing Artist, and Honeysuckle — generated a 22% lift in purchase intent. Together with a paid ad strategy, the campaign was key to driving more than $9 million in retail sales.

LIQUID PLUMBER: Noticed the rise of influencers performing grossly intriguing and humorous experiments. They created a video series that asked “Will It Clog?” Staying true to the formula, the videos featured down-and-dirty depictions of extreme clogs, while also evoking a sense of relief when the clog was cleared. The brand successfully increased both awareness and favorability by 38% and 40%, respectively.

LVMH: The French luxury goods company behind brands like Louis Vuitton and Givenchy, saw that people weren’t just looking for inspiration; they also wanted help deciding what to buy. This insight led the company to put in place a two-pronged approach to its video marketing. First, during Paris Fashion Week, the brand partnered with top YouTube creator Emma Chamberlain and supermodel Karlie Kloss to document their experiences exclusively on YouTube. The video generated over 1 million views. The second part of the approach makes it easier for video viewers to become customers. Louis Vuitton doubled down with an always-on YouTube TrueView for Action campaign — video ads with clickable elements that allow viewers to make purchases. The campaign has driven an 11X return on ad spend.

NEUTROGENA: Wanted to measure the incremental sales lift of a recent online video campaign for its makeup remover wipes.  it tapped into events like the World Cup, when people typically paint their faces to show support for their national team, or holidays like Halloween, when people use makeup as part of their costumes.  The brand built 21 different pre-roll ads, each layered with a message tailored to a specific audience and context, followed by the same closing line across all versions of the video. The videos outperformed CPG benchmarks by as much as 4X and drove close to a 14% lift in sales. The vast majority of the incremental sales (73%) came from buyers new to the brand.

UNITED: Had one big goal: “We want to inspire people to travel,” said Kajal Narasimha, Managing Director, Personalization & Engagement at United. For this campaign, United wanted to drive greater conversions by testing more personalized and engaging media. To achieve that, the team created a 15-second video featuring people on vacation in breathtaking places — sandy beaches, bustling markets, Alpine wonderlands — rewinding back to the one-step they all took to get there. Booking a flight. The strategy was a success. In just one month, 52% of conversions attributed to YouTube were click-through conversions directly from the ad, showing the effectiveness of this format in driving immediate website visits. 

Thanks to the team at Google for providing these video marketing case studies. Do they prove the ROI of video marketing to you? Could your brand be the next video marketing case study?

50 compelling facts how online video boosts business 0

Posted on April 24, 2017 by Rob Petersen

online video

Online video now accounts for nearly 70% of consumer internet traffic.

With its rise, the conversation about online video has evolved from ways to create video content to how to get the most out of it?

To help answer this question, here are 50 compelling facts how online video boosts business.

  1. 98% of millennials watch videos on smartphones, compared to 56 percent on computers. (Animoto)
  2. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Insivia)
  3. 93% of Twitter videos are watched on mobile. (Twitter)
  4. 92% of mobile viewers share online videos. (Animoto)
  5. 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (3M Corporation and Zabisco)
  6. 87% of online marketers use video content (Outbrain)
  7. 85% of Facebook video is watched without sound, (Digiday)
  8. 82% of Twitter users watch online video content on Twitter. (Bloomberg)
  9.  Including video in a landing page can increase conversion by 80% (EyeView).
  10. 80% Of Millennials use online videos when researching a purchasing decision. (Animoto)
  11. 80% of internet users who recall watching a video ad on a website they visited in the past 30 days. Of that 80%, 46% took some action after viewing the ad. In fact:
    • 26% looked for more information about the subject of the video
    • 22% visited the website named in the ad
    • 15% visited the company represented in the video ad
    • 12% purchased the specific product featured in the ad (Online Publishers Association)
  12. 77% of professional marketers and SMB owners are seeing results with video marketing. (Animoto)
  13. 75% of smartphone viewers watch a video to completion, while only 25% watch videos on desktop to completion. (Animoto)
  14. 75% of executives watch work-related videos on business websites at least once a week. (Forbes)
  15. 73% of B2B marketers say that video positively impacts marketing ROI. (Tubular Insights)
  16. 70% of marketers have found video produces more conversions than any other type of content. (Small Biz Trends)
  17. 65% of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, and 45% will watch for 30 seconds (Facebook)
  18. Video of a live event increases brand favorability by 63% (Twitter)
  19. 61% of young executive say they will rely more heavily on online video in the next 5-10 years (Cisco)
  20. 60% of marketers use videos in their social media marketing. (Social Media Examiner)
  21. 60% YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or movie personality (Google)
  22. 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. (MWP)
  23. 55% of people consume videos thoroughly — the highest amount all types of content (HubSpot)
  24.  52% of marketing professionals worldwide name video as the type of content with the best ROI. (Syndacast)
  25. 52 percent of mobile traffic is a search for video. (Animoto)
  26. 54% of senior executives share work related videos with colleagues weekly (TubularInsights).
  27. More than 50% of videos are watched on mobile. (Ooyala)
  28. Almost 50% of internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle).
  29. Marketers who use video grow revenue 49% faster than non-video users (VidYard).
  30. 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot).
  31. 48% of millennials view video solely on their mobile device. (Business of Apps)
  32. Almost half (46%) of viewers say they’ve actually made a purchase as a result of watching a branded video on social media and a third (32%) say they’ve considered making a purchase as a result of watching a video. (Animoto)
  33. 45% of internet users view at least one online video every month. (comScore)
  34. 45% of people watch more than an hour of Facebook or YouTube videos a week. (Wordstream)
  35. 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer).
  36. 43% of people want to see more video content from marketers in the future (HubSpot)
  37. Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion rates than those which don’t. (Aberdeen Group)
  38. Using the word ‘video’ in an email subject line boosts the open rates by 19%. (Syndacast)
  39. U.S. online video ad spend projected to teach $17 billion by 2020. (eMarketer)
  40. Snapchatters watch 10 billion videos a day. (AdWeek)
  41. Periscope users have created more than 200 million broadcasts (Periscope)
  42. 1.8 million words. That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.
  43. 50x easier to achieve a page 1 ranking on Google with a video (Forrester)
  44. More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years. (Wordstream)
  45. Native videos on Facebook have 1oX higher reach compared to YouTube links. (Social Bakers)
  46. Videos are 6X more likely to be re-tweeted than photos and 3X more likely than GIFs (Twitter)
  47. 4x as many customer would rather watch a video about a product than read about it (Animoto).
  48. Blog posts incorporating video attract 3x as many inbound links as blog posts without video. (Moz)
  49. People spend on average 2.6x more time on pages with video than without (Wistia).
  50. Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers (DMB Adobe).

Hubspot created the infographic below to give you more guidance on online video and your business strategy.

To these facts help you see how online video can boost your business? Does your business need help with online video marketing?

online video

38 reasons Video content is king 6

Posted on June 17, 2013 by Rob Petersen

 

 

Bill Gates - Content is King

Bill Gates, in 1996, coined the phrase, “content is king,”

His perspective was that content would revolutionize the internet because it “allows material to be duplicated at a low cost, no matter the size of the audience. When it comes to an interactive network such as the internet, the definition of ‘content’ becomes very wide.”

Michael Eisner, in 1994, said businesses have to “reinvent themselves every seven years, as businesses mature and situations change.”

Content is still king although, perhaps, more aptly, “Video’ content is king.” Here are 37 reasons why.

Reasons why by the percentages

  1.  200% to 300% increase in click-through rate when marketers include video in an e-mail (Forrester)
  2. 100% more time is spent on pages with videos on them. (Source: MarketingSherpa)
  3. 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)
  4. 90% of online shoppers at a major retailer’s website said they find video helpful in making shopping and buying decisions. Retailers who provide online video to show off their products report that the products with video sell a lot more than products with no video. (comScore)
  5. 85% of the US internet audience watches videos online. The 25-34 age group watches the most online videos, and adult males spend 40% more time watching videos on the internet than females. (comScore and Nielsen)
  6. 85% of people more likely to purchase a product after watching a product video. (Internet Retailer)

  7. 80% of Internet users recall watching a video ad on a website they visited in the past 30 days; 46% took some action after viewing the ad. (Online Publishers Association)

  8. 75% of executives watch work-related videos on business websites at least once a week. The results breakdown. (Forbes)

  9. 75% of an automated email marketing providers reduced the number of subscriber opt-outs by 75% when e-mails incorporated video. (Eloqua)

  10. 65% increase in engagement was reported in just one month after the introduction of Facebook timeline for brands added videos  (Source: Simply Measured)

  11. 64% of website visitors are more likely to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, (comScore).

  12. 61% of B2B marketers leverage YouTube to extend the reach of their messaging and brands (Forbes)

  13. 59% of senior executives would rather watch a video than read text. About 65% of those who view a video click through to visit the vendor website, 50% look for more information and 45% report that they contacted a vendor after seeing an online video ad. About 50% of those who viewed an online marketing video went on to make a purchase for their business. (Forbes)

  14. 51% of online marketers reported an increase in subscriber-to-lead conversion rates when video was included in an email marketing campaign. (comScore)

  15. About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video (Forbes)

  16. 45% of internet users who view at least one video online over the course of a month. The average user is exposed to an average of 32.2 videos in a month. (comScore)

  17. 40% of people will respond better to visual information than plain text. (Zabisco)

  18. 26% looked for more information about the subject of the video (Zabisco)

  19. 22% visited the website named in the ad (Zabisco)

  20. 15% visited the company represented in the video ad (Zabisco)

  21. 12% purchased the specific product featured in the ad (Zabisco)

  22. 35% increase in mobile video views occurred from 2010 to 2011. (Nielsen)

  23. 16% of YouTube videos are embedded, linked or shared on Tuesdays between 11 a.m. and 1 p.m. (Sysomos).

Reasons why by the numbers

  1. Mobile video subscription is expected to hit $16 billion in revenue by 2014, with over 500 million subscribers. (Source: Ooyala)
  2. 100 million internet users watch online video each day. (Nielsen)
  3. 25 million smartphone users stream 4 hours of mobile video per month. 75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day. (Sources: Ooyala and Ipsos)
  4. 1.8 million words is the value of one minute of video according to Dr. James McQuivey of Forrester Research.
  5. 1.5 million business-oriented search queries in YouTube every week (SEO Hacker).
  6. 700 YouTube videos are shared on Twitter every minute. (YouTube)
  7. Over 60 hours of videos are uploaded each minute on YouTube. (YouTube)
  8. 2 to 5 minutes is how long viewers tend to stick with videos Desktop for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes. (YouTube)
  9. 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. Those shorties are only shared 18% more often than videos of longer than 1 minute (Jun Group)
  10. 10 seconds is how long you have to grab the attention of viewers in a video marketing clip. 20% of your viewers will click away from a video in 10 seconds or fewer. (Visible Measures)

Reasons why by the multiples

  1. Videos are 53 times more likely than text pages to show up on the first page of search results. (Gigamon)
  2. Posts with videos attract 3 times more inbound links than plain text posts. (SEOmoz)
  3. Mobile viewers watch videos that are 3 times longer those on PCs and laptops, and the number of mobile viewers are expected to reach over 54 million by the end of 2012.(comScore)
  4. 2nd largest search engine after Google is YouTube. (public domain)

Do you think if Bill Gates were to make a prediction, today, he would say “Video content is king?” Do these reasons convince you?

 

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