Native video content draws traffic to branded websites

Published on
by Brafton Editorial
Video marketing thrives when companies use native ad tools to host content on their own websites.

Video marketing has become an integral practice for both B2B and B2C brands. With websites like YouTube reaching more than 800 million monthly active users across the globe, the power of video content extends beyond the confines of written web content, and creates a deeper narrative around the publishing brand and its products or services.

Businesses have looked for ways to diversify their content portfolios and tell their unique stories in memorable ways. Visual media captures leads’ attention and pulls them into the brand, creating an experience unlike anything written content can create. According to the Content Marketing Institute, 70 percent of B2B and B2C companies already use video to engage their audiences. By creating unique themes, businesses can put together several video marketing campaigns, each of which communicates its own benefit and value.

Recently, Sharethrough conducted a survey, as reported by eMarketer, to discover if brand video content can stand alone or if it only thrives through pre-roll or in-stream advertising services. While 92.4 percent of media executive surveyed by Sharethrough use pre-roll and in-stream options, there is demand for less uninterrupted video experiences and more native content hosting.

According to the source, almost three-quarters of survey respondents indicated that they distribute branded video content through owned media channels. These sites consist of company websites or social media accounts, and they draw in organic traffic and compel viewers to click around for other relevant media. To feature video content on their websites without invasive pre-roll ads, brands use native advertising tools, making the content look fully integrated on their web pages.

Almost three-quarters of survey respondents indicated that they distribute branded video content through owned media channels.

Sharethrough also discovered that brands hold native video campaigns to high standards. Some business owners even say video marketing could become a core part of their company’s marketing mix in the near future. More, 94.6 percent of survey respondents look to increase brand awareness through video content, so developing native campaigns that drive traffic to company websites can help achieve this objective.

Content and video marketing help brands create unique online experiences for their prospective and current customers. When organizations host a variety of media on their corporate websites, they pull viewers in and extend the time they have to communicate value propositions. Moving forward, video content may drive the most on-site conversions.

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