Integrating Video Into Your Interactive Sales

1
Integrating Video Into Your Interactive Sales

• Paul Caplan
• Chief Sales Integration Officer
• Cygnus Business Media

2
The Trends

• Fastest growing segment of online ad spend
• Online video spend to increase 89 in 2007 to
  410M (just 4.2 of total global online ad
  spend)
• Latest projection for 67 increase in 2008, 54
  in 2009, 45 in 2010
• Projected to be 2.9B by 2010(11.5 of total
  global online ad spend).
• e-Marketer research, 2006

3
The Market Drivers

• Continued Bandwidth Improvement
• Explosion of amateur video content
• Growth of mainstream online video on Itunes and
  media web sites
• Addition of video to MP3 players
• Birth of video blogs
• http//youtube.com/watch?vlvm5gM0s_ig
• Source BtoB, February 12,2007

4
The B2B Drivers

• For Advertisers
• 1. Increased audience engagement
• 2. Sexiness of video
• 3. Importance of story-telling/peer influence
• http//youtube.com/watch?vNeK5ZjtpO-M
• For Media Companies
• You Tube 1,650,000,000 reasons

5
The B2B Challenges

• Technology
• Audience Adoption
• Internal Capabilities
• Content
• Revenue Model

6
The Cygnus Experience

• 1st Video network launched November, 2006
• http//www.forconstructionpros.com/videonetwork/
• Currently a total of 27 video networks, running
  300 videos
• Content both original and submitted
• Original trade show coverage, company
  interviews
• Submitted product demos, long-format
  commercials, case studies.

7
The Cygnus Experience

• The Audience is watching
• Building network shows about a 25 viewership in
  the first month of availability. Average view
  time of videos 1 minute, 36 second.
• http//www.kitchenbathdesign.com/videonetwork/

8
Integrating Video Into Online Sales

• Technology needs to work, needs to be fast
• Back-end support vital upload model
• Reporting important uniques, viewer time
• Branding or lead generation or both?
• Integrating into the Print product
• Revenue models
• Pay per view, monthly access fee, sponsorship

9
Integrating Video Into Online Sales

• Where to find content
• 1) Vendor supplied demonstrations, case
  studies, trade show commercials, product
  releases, investor relations/pr
• http//www.securityinfowatch.com/videonetwork/inde
  x.jsp?showid43897
• 2) Trade show coverage/interviews, original
  news programming key issue is
  professionalism/quality
• http//www.amtonline.com/videonetwork/index.jsp?sh
  owid44064

10
Integrating Video Into Online Sales

• Managing client expectations
• Constant contact and follow up
• Developing programs for video refresh
• Taking advantage of the video format
• http//www.quickprinting.com/videonetwork/