A survey from AYTM Market Research found that more than 85 percent of consumers have come across pre-roll video advertising, and many are unhappy with this form of content. More than 29 percent said this type of video hurts their overall experience on the web, and 24.5 percent said they consider this content ineffective. While video content is in high demand (with Brafton reporting 188 million Americans watched web clips August), the survey suggests not all branded videos are equal.
An organic approach to video marketing may help drive brand awareness and potential conversions more than paying for placement with video marketing.
Developing video content and sharing it on a website or a custom YouTube Channel can help marketers formalize their presence and increase overall visibility. Distributing optimized videos across platforms for search and social discovery will enhance organic engagement among audiences that want to see it. Additionally, the inclusion of video results within Google can help companies drive traffic in the same way they do with written SEO-friendly content. YouTube and other video hosting options allow metatags and descriptions that can include natural keywords to attract search traffic.
A sound strategy that includes video relevant for users and landing pages optimized for search can make video marketing a conversion driver. The video itself, however, must speak to users with engaging and relevant material.
Brafton highlighted a report from Vibrant Media earlier this year that found 70 percent of consumers have ignored a web video that contained content they found irrelevant.