SOURCE: PermissionTV, Inc.
September 05, 2007 09:56 ET
Survey Says: Web Video Is a Critical Element in the Marketing Mix
Executives From More Than 350 Major Corporations, Media Companies and Ad Agencies Joined PermissionTV and Arnold Worldwide Experts to Discuss How to Harness Web-based Video to Optimize Customer Relationships
WALTHAM, MA--(Marketwire - September 5, 2007) - PermissionTV
(http://www.permissiontv.com/), a leading interactive Internet
video technology platform provider, today announced results from
a recent online poll of advertising, branding and marketing
executives from more than 350 major corporations, media companies
and ad agencies to determine how Web-based video currently fits
into the overall marketing mix. Surveyed during an online
webinar, half of respondents (52%) admitted they do not have a
comprehensive Web-video strategy in place. Furthermore, while
some (18%) currently use video on their website, many (30%) say
they are impeded by content -- they either want to develop a
strategy, but lack content or have compelling content, but are
not sure how to leverage it.
Forward-thinking marketers are using Web-based video to make more
personal connections as consumers increasingly are drawn to
video-centric Web content. From suspect to prospect, transaction to
up-sell, marketers are using Internet video and harnessing social
networking techniques to increase interaction with their brand at
all stages of the customer lifecycle -- generating awareness,
engaging prospects and deepening customer relationships.
According to research reports released this month, media
consulting firm Understanding & Solutions predicts Internet
television advertising revenue will hit $10 billion worldwide by
2011, and Veronis Suhler Stevenson, a private equity firm with
deep roots in the media industry, projects that online
advertising will reach $62 billion in 2011 -- surpassing
newspaper advertising in the United States.
Web-based video is becoming an essential element in the
marketing mix, said Jonathan Sackett, Chief Digital Officer,
Arnold Worldwide. It provides a unique channel to engage
customers -- offering unlimited viral potential and
Moderated by the American Marketing Association, Web-based video
experts from PermissionTV and Arnold Worldwide led the
interactive discussion about how major brands are leveraging the
power of Web-based video to optimize customer relationships. It
provided an in-depth look at the rise of Internet video, offered
insight on how to apply video at different stages of the customer
lifecycle and highlighted best practices for perfecting
campaigns. Click here
nts) to view the recorded event in its entirety.
The online poll also found that the majority of respondents are
more focused on creating and building customer relationships than
making the sale. While respondents expressed interest in
implementing a video strategy to engage their prospects (52%),
attract new customers (31%), and deepen existing relationships
(27%), only a select few would consider Web-based video to make
the transaction (9%).
Video is the most powerful way to tell a story, capture the
imagination, argue a point, and entertain and inform a population
that has grown up with a preference for watching and listening
over reading. And, now that video programming has proliferated
across the Web, brands are poised to jump in with both feet,
said John Zahner, SVP, Business Development, PermissionTV.
Whether its reaching out to new customers, keeping existing
customers engaged, or making a transaction, Web-based video is
the ideal marketing vehicle and will become an important part of
just about every brands Web strategy.
Arnold is one of the most highly awarded agencies in the world,
with a client roster that includes well-recognized brands like
truth®, Royal Caribbean, Fidelity Investments, Timberland,
Hersheys and Jack Daniels. Arnold has three fully integrated
service offices in the U.S.: the Boston headquarters, New York,
and Washington D.C. as well as seven additional service offices.
PermissionTV offers a flexible platform for delivering innovative
and interactive video experiences on the Web. PermissionTV tools
empower companies to use video to capture new audience, enhance
relationships and maximize customer value. Many leading Fortune
1000 companies, agencies, publishers and public service groups
such as Agency.com, Bob Vila, FHM Magazine, Intercontinental
Hotels, Mitt Romney and Toyota Scion work with PermissionTV to
generate awareness, engage prospects and deepen customer
relationships. For more information, see www.permissiontv.com.