A few years ago, it seemed that everybody was talking about how original video content on the web was the next big thing. Web video had created celebrities like Amanda Congdon from
Rocketboom and Jessica Rose of
lonelygirl15, and the ad deals were starting to roll in. Eager to reach the sizable audiences that the most popular videos were commanding, big brands started commissioning original web series of their own, some of them featuring major Hollywood stars. Branded content, it seemed, was the future of Hollywood.
The only problem was, nobody watched. Remember Gemini Division? Nobody else does either, except presumably the folks who paid for Rosario Dawson to star in the big budget sci-fi series. The same goes for many other series created by now defunct companies such as ManiaTV and 60 Frames. Marketers were often disappointed that shows from these sorts of companies under-delivered, and for a few years they weren't willing to invest in new original web content, even if the alternative was paying sky-high CPMs to advertise against prime-time shows on sites like Hulu.
However, it's been quite another story in 2009 as branded web video content is gathering momentum again. Innovative publishers and smart brands have learned from the failures of those early efforts, and are creating engaging campaigns that entertain consumers, drive measurable results for marketers, and reach a relevant audience through targeted distribution channels. The most successful efforts follow three cardinal rules:
1. Understand your audience
Marketers who are thinking about creating branded content need to make sure that they're working with content producers who have a history of making videos that appeal to their core customer demographic. Branded content can be a fantastic way for marketers to connect directly with consumers -- but only if customers actually want to watch the original content and don't object to the brand integration.
To look at a specific example, advertising partner Southern Comfort is currently running the "Social Sportz Net" branded video series with Break Media. Southern Comfort just "gets it," understanding how to create a branded video series that young adult males want to watch by using very subtle brand messaging that isn't disruptive. It really takes knowing what works for your audience and what doesn't.
2. Be economical
A production that starts out spending money to develop a concept, pays top dollar for well-known stars, and outsources post-production work, can end up spending more than $5,000 per minute of video. Sky-high production costs may still work for broadcast TV, but on the web, they're a recipe for disaster for your budget.
Smart content producers hire full-time staffers who can wear many hats, controlling costs by keeping writing, editing, development, post-production, and even the acting in-house. These days, especially in the midst of a down economy, marketers shouldn't have to take a huge financial risk to give branded content a try.
3. Don't post and pray
Anyone launching a branded video needs a solid distribution plan in place to make sure consumers see it -- and that doesn't mean posting the video on YouTube and hoping it goes viral. Too many branded content plays have failed because a brand spent money and time creating a great video that nobody ended up watching.
Marketers need to: a) buy media to drive traffic to their video, b) set up a distribution arrangement with a web publisher or network with the scale to get their videos in front of the right audience, or better yet, c) do both! The best marketers and publishers have a solid plan to distribute their videos and promote them using PR and social media tactics well before the videos go live.
Now is the time to experiment with branded web video content, and these are the three essential tools that guarantee success in the medium. Online video viewership has never been higher, and online video advertising is positioned to accelerate over the next four years, averaging annual growth of 40 percent. So what are you waiting for? Jump on in, but before you do, remember to pay close attention to audience, economics, and distribution.
Keith Richman is CEO of Break Media.
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