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Video quality must improve to be vital to brands

Lori Alba Written by: Lori Alba

Who hasn’t seen the video of the cute laughing baby or the troubled musing of the musician who lambastes an airline for breaking his guitar?

With the emergence of online video, we certainly have gotten used to being “entertained” every time a new kitschy video hits the Internet. The question that lingers is whether we actually turn to online video for information about new products, advertising from our favorite restaurants or news about a new store opening in our areas.

In the past year, the number of unique U.S. online video viewers has increased by more than 14 percent, according to a recent report by The Nielsen Company. However, who is watching the videos and the reasons people are watching them play a large role in whether or not brand marketers consider video a viable component of their marketing strategies.

YouTube remains the leader in the total number of video streams, but the majority of the videos are low-quality, random renditions of non-common events – think funny homemade videos, stupid pet tricks or a night at the karaoke bar. The fear of looking “cheesy,” coupled with the expense of producing a high-quality video, is enough to send any marketing manager running the other way.

For marketers to seriously consider video as a vital promotional strategy, the quality must improve, and in order for that to happen, production costs will have to be more in-line with the average-size company’s marketing budget.

Larger companies, such as Avaya® (an enterprise communication systems company) has been utilizing video effectively for some time. Check out the company’s latest Web banners. As production costs fall into line, more brand marketers likely will jump into the video stream. Are you using video as part of your brand marketing strategy? Let us know!

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