Jimmy Maymann, Goviral's Chariman took the stage at the Cannes advertising festival and led a convincing argument that if you aren't incorporating video into your marketing campaigns - then start today. It isn't news to anyone reading this post that social media usage is exploding and has gotten a lot of attention from marketers building apps, pages, and tweeting, but what seems to have gotten overlooked is the opportunity with online video.
In Europe 13% of all media consumed is online video but only 1% of online advertising budgets are spent on video creation. With video on the rise and with few marketing in the space - perhaps now is the time to take a look at building video into your next campaign.
Maymann's spoke to a new narrative and new ad formats - like video because they can play a significant role in campaigns because they can tell the whole story and they are easy to share.
He highlighted the success of the T-Mobile's dance launch campaign (over 12M views on YouTube) that used search, display, and social media sites to drive traffic and awareness to the campaign.
He also reminded the audience that channels are becoming digital and talked about how quickly video content is being consumed on mobile devices. He also stated that by 2013 video will be 90% of all consumer IP traffic. This increase alone is going to force marketers to think in new ways about how they capture and tell the new narrative through video.
Wanting to catch up on the Cannes Lions festival? Visit our social media site advertising.microsoft.com/cannes and if you want some additional reading on online video I'd suggest these articles from the IAB: Measuring online video, Digital video recap 2009, and Digital video infastructure.
From cloudy Cannes - yes seriously