Roller skating babies and a drum-playing gorilla- marketing is not what it used to be. Move aside billboards and banner ads, it seems the most effective way to get a company noticed today is internet video adverts like those of Evian and Cadbury. ?These campaigns are now instantly recognisable all over the world. But with 72 hours of video content being uploaded to the web every minute, going viral is not as easy as it seems. Newly launched platform Virool has been setup to allow video creators to reach their audience on a pay-per-view basis. The site distributes the videos to targeted groups via mobile applications, social networking sites and blogs, giving companies the exposure they need.
You?ve got an amazing Youtube video but the views are clicking over slower than your old dial-up connection. Youtube does not have the facilities to aim your video at a specific group, so you are waiting for your audience to find you, which is almost impossible to do. Virool connects video producers and website publishers in order to close this gap. When you upload your video to Virool, you can tell the system what people you want to view it by adding keywords and geographical information. Website publishers join the platform to earn money through integrating video adverts in their sites and are able to find adverts that are appropriate to their clientele.
Unlike some other ad companies, Virool is specific to video advertising. It only promotes videos that are more than one minute long and only charges you if the video has been watched for 45 seconds or more. So, you only pay when your video has had the best chance of influencing the viewer.
Virool makes it easy to control the scale to which your company is publicized. You are able to set a budget of how much you would like to spend per view. It works like a bidding war, so if the second highest bidder offers $0.12 for their video to be shown, and your budget is $0.20, you will only be charged $0.13. On this platform, you also have the ability to ?cap? how much you are spending per day, meaning you can set targets and make your budget stretch as far as you?d like. There is a minimum charge of $10 per campaign. This feature makes Virool perfect for small start-up businesses that maybe want to test the water before they dive into an expensive advertising campaign.
The amount of reception your video gets, however, is completely dependent on the criteria you enter. The more specific the geographical area, the more niche the keywords and the more limited an age group means your video will not be publicized as widely as others. Virool claims that it is capable of reaching 50 million people worldwide. Some businesses may only reach a very small percentage of this, so do not expect millions of views on your first day. 75% of Virool?s traffic comes from the United States and only 5% from Asia. Obviously, global video advertising may not be what a small bicycle-chain shop in India needs, but a more broad campaign has the ability to reach a considerable amount of people.
After joining Virool, you are able to track how many views, impressions (views over 45 seconds) and clicks your video has encouraged. It is easy to oversee the success of your videos and manage how much you need to be spending. Unfortunately, Virool is not yet connected to YouTube analytics, so all views on YouTube are displayed as through Virool. There is no way of knowing which specific publishers direct most traffic to your video. Although, as you pay per view, it costs no extra for your video to be shown on a publisher?s website once or one million times.
In theory, Virool is a great platform to get your video noticed by the right people. It offers producers a large amount of control over who sees their video and how much they want to spend. ?Reviews suggest that Virool works in reality too. On its own, your video is just one in a maze of funny cats and Gangnam style links. In contact with mobile app and website publishers, your video is guaranteed to get more views.
This guest contribution was provided by Nick Levitan. ?Fascinated by all things marketing, Nick is also interested in the increased use of video. Youtube has become a powerful tool for marketers, are you sure you?re getting all the?youtube views you can?
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Source: http://www.impacongress.org/?p=225
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