Tag Archives: ROI

Missing The Video ROI Trend

Posted on July 29th, 2013 | Leave a Comment

Video screens were in every corner of the Smithsonian traveling exhibit on animals.

My daughter and I visited a traveling exhibit from the Smithsonian this weekend, and it actually spurred a thought about video ROI. If you’re a business leader who still thinks video is a waste of money because people won’t watch, you’re falling behind the times. 

Actually, if that’s what you believe, you might not be a business leader for long because the next generation is hot on your heals… and its members all watch online videos.

This came to me as I watched my 2-year-old daughter roam from station-to-station inside the exhibit, using the touch screens and pressing the “play” button on every… single… video. There were about 9-10 of them scattered throughout the exhibit.

“my customers don’t watch videos.”

I know, I know… she’s 2-years-old. If you’re one of these business leaders in denial, you’re probably thinking adults are more mature and wouldn’t do such a thing. That’s not what the statistic tell us.

  • Over 85% of the country’s Internet users viewed online video content in September 2012 alone. —Oracle | Eloqua

“The Executives I deal with don’t watch videos.”

Okay, now you’re thinking… that’s the great unwashed masses. I do B2B sales and deal with sophisticated business types. They don’t watch online videos.

You’re wrong… so wrong. This comes from a Forbes Insights report

  • Video appears to have evolved from a novelty into a mainstream method for executives to receive business information. Younger executives in particular appear more inclined not only to view video, but also to create it and share it over the business-oriented “social” Web. Their growing influence within corporate America is likely to make business-related video even more prevalent in the coming years.

That’s Forbes talking… not me the video producer. You know what’s crazy about that report? The date it was published. If you didn’t read that in December of 2010, you’re now two-and-a-half years behind the trend.

Video marketing isn’t slowing down. It’s picking up steam. Don’t turn a blind eye on the direction communications is going.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Finding Video ROI

Posted on July 23rd, 2013 | Leave a Comment

dollar signNo doubt… video production can get expensive. Unless you have an eye on video ROI. That could change your perspective.

We have some low-cost options, but if you want full-service storytelling it’s going to cost you at least $4,000. Some company’s don’t blink at that. For others, it’s a big commitment.

Return on investment is something every business has to judge on their own, but there are some statistics out there that can help guide you. Here are some I have come across recently…

Marketing Pros Find a Video ROI

Video ranks 2nd with marketing professionals (51.9%) as the type of content with the best ROI.  |  eMarketer

People Act After Watching Videos

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.  |  Oracle

Video ROI even touches top executives and decision makers

65% of senior executives have visited a vendor’s website after watching a video.  |  Forbes | Insights

Video Isn’t Easy

The highest percentage of marketers (49.8%) describe video content as “difficult to create.” (cough, cough… which is why it’s good to hire a professional video storyteller)  |  eMarketer

I’m not here to tell you people will watch your video and immediately line-up to buy your product or service. What I will say is if you tell a good story, you’re going to put yourself in a good light… making it easier for people to buy from you.

Video is a great way to create a good first impression. It can help endear you to your prospects, and we buy from people we like.

That’s the power of video. That’s a good return on investment.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Proving PR/Marketing Videos ROI

Posted on March 8th, 2012 | Leave a Comment

I still speak with business owners who question whether or not it’s “worth” producing videos.

When I tell them, yes, they often want proof. Some sort of statistic that will shown return on investment. Truth is… I haven’t found good data on that subject. There are tons of stats on people being more likely to watch an online video as opposed to reading online text, but I’ve never seen anything on ROI.

That doesn’t, however, mean that I don’t have proof. Here’s my answer for them. Go to YouTube, then type in a major corporation you admire and see what turns up.

Chances are that company is producing videos. They’re investing time, effort and dollars in… producing videos. They’re devoting creative energy to… producing videos. Big companies that calculate ROI for just about everything they do are… producing videos.

Why? Because people watch them. Because every time they create a video and post it online it’s an opportunity to highlight their company… their brand.

How’s that for proof?

–Tony Gnau

Real Life Video ROI

Posted on November 8th, 2011 | Leave a Comment

My wife ran into a local business owner yesterday and complimented him on the video at his website. She asked a bit about the video and he revealed something interesting.

He said that everyone over 35 who goes to the site reads the text, and everyone under 35 watches the video.

Now, we don’t have the full analytics here, but they obviously got this business owner’s attention. He also mentioned he’s going to add more video to the site since it’s apparently driving traffic to his company.

That’s the power of video… ROI-style.

–Tony Gnau