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 interactivity.”

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 (https://amaevents.webex.com/ec0507l/eventcenter/recording/recordAction.do?theAction=poprecord&confViewID=402665026&siteurl=amaeve 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 it’s 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 brand’s Web strategy.”

About Arnold

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, Hershey’s and Jack Daniel’s. 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.

About PermissionTV

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.

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