Localize National Video Content with MAM
Video is powerful communication. Sight, motion and sound come powerfully together to arrest attention and mobilize action which explains why video in advertising is so impactful. Far better than most mediums, it can create emotional responses and drive consumer behavior.
Video excels in arresting viewer attention. Video within a banner ad, for example, leads to a 4 to 7 times higher click through rate and conversion rates up to 10 percent higher than single image banner ads. Two-thirds of viewers also watch a :30 second video through to completion.
We are a visual, and particularly video, focused society. And advertisers are quickly discovering that the world doesn’t start and end within 30 seconds and that visual interactions must become more local, more engaging, and more real time. (see http://www.digitalsignage.net/2011/11/17/tv-advertising-previsions-for-digital-signage/).
This should come as no surprise for corporate marketing managers of distributed marketing networks. Localization of video, whether traditional television ads, in-banner video or digital signage clearly can help drive consumer action. However, getting national messages localized does not come without challenge.
First, local video content creation can be expensive, time consuming and challenging for local marketers to implement (see the Saepio SlideShare presentation, Repurpose Your National Video Content Into Local Web Video, to learn how to use dynamic content creation technology for video localization). Second, in banner video ads cost more to place. Obviously, localized content on the local marketer’s website or for in-store signage would not be affected by this concern. Finally, video format compatibility is still an issue and local marketers must be mindful that not all video will play on all devices or operating systems.
These challenges, however, seem minor given the exploding use of online and out-of-home/in-store video. Bandwidth issues will dissipate over time (Google just announced $70 per month pricing for its 1GB pipe into homes in Saepio’s home town of Kansas City) and formats will soon standardize.
Corporate marketers shouldn’t wait for these challenges to resolve. Those who add video dynamic content localization capabilities for their local marketers today will not only reach a video-craving consumer audience today but will foster a localized video marketing culture that will benefit both corporate and local marketing efforts for years to come.