Blog Posts by ' Rich Fahle ':


Shoppable Video and the New Possible: 5 Examples


Shoppable Video and the New Possible: 5 Examples

The use of shoppable videos, the technology that allows viewers to engage directly with contextually relevant product info during video play, is now rapidly expanding, with brands like Target, Roots, Ralph Lauren, EBags and many others rolling out campaigns using the innovative shopping tool.

Advances in online video technology are clearly the primary driver behind the recent shoppable video growth spurt, but another encouraging factor is the growing recognition among marketers that a compelling story—the pulsing heartbeat of a company—is a required element of brand presentation today.

It used to be that brand-oriented video campaigns on television or online were …

Transmedia and the Art of Brand Storytelling


Transmedia and the Art of Brand Storytelling


Part two of two-part series on transmedia and the changing landscape of media, including the evolving role of online video. You can read part one here.

In my previous post, Are You Ready for the Transmedia Revolution?, we looked at the foundational elements of transmedia, a communication strategy that is quickly becoming the standard for storytellers of every kind.

As we discussed, with transmedia’s multi-platform outreach approach, people can engage with your story on a deeper level than any single platform allows, opening the door to a more immersive, collaborative experience. That’s because transmedia takes advantage of the …

Are You Ready For the Transmedia Revolution?


Are You Ready For the Transmedia Revolution?

Part one of two-part series on transmedia and the changing landscape of media, including the changing role of online video.

Transmedia has become one of the hottest buzzwords in the entertainment and advertising world, gradually reshaping the way we engage with stories of all kinds.

Once a collection of siloed channels with their own unique agendas, media formats like paper books, DVD movies, websites, and online video are now evolving and blending together, with end users increasingly making less distinction between the media types and platforms that are now woven into our daily media routine.

This fundamental shift in consumption …

While the Giant Slumbers, An Opportunity for Online Video Producers


While the Giant Slumbers, An Opportunity for Online Video Producers

The annual cable convention hosted by the National Cable & Telecommunications Association (NCTA) has traditionally been a glossy event where past and present moguls from the Vanity Fair 100 list rub shoulders and compare their respective company’s most recent mega-media conquests.

But faced with disruptive new technologies and competition from online video and streaming services, the mood at Cable Show 2011, held earlier this month in Chicago, was far less certain—despite the show’s “Let’s Not Panic Here, Folks” theme.

This was certainly evident during an opening day panel discussion when executives from three of the biggest U.S. cable operators—Comcast, Cox, …

Earning Brand Respect: 6 Companies That Get It


Earning Brand Respect: 6 Companies That Get It

Equipped with an array of social media tools that amplify their collective voice, today’s customers have arguably become the savviest ever, working together to get what they want out of the marketplace.

Connected and more aware, brand audiences have grown increasingly suspect of the kind of overt sales pitches found in most direct marketing campaigns—or any hawkish outreach that appeals to them as simply a “consumer,” instead of an individual of many interests, tastes, and passions—eroding the impact of the tightly controlled advertising campaigns.

“I believe we are living through an amazing revolution,” said David Jones, Global CEO of Havas …

Book Video: Not an Oxymoron Anymore


Book Video: Not an Oxymoron Anymore

There’s an ongoing discussion in the publishing business about the value of book trailers; the short, promotional videos often produced as part of the marketing campaign to support a book’s big release.

Even if you’re a big reader, it’s possible that you’ve never seen a book trailer before. Unlike their better-known cousins from Hollywood, there are no established forums or venues dedicated to the viewing and discussion of book trailers. No packed movie houses, no IMDB, Rotten Tomatoes or Apple trailer sites for books, no DVD releases to target a receptive viewing audience. Not in the book biz—at least not …

One Cord Cutter Effect: A Level Playing Field


One Cord Cutter Effect: A Level Playing Field

First a bit of good news: Despite a spate of pre-wedding worry, the Internet didn’t collapse under the weight of Friday’s royal wedding.

But the mega-ballyhooed nuptials of Prince William and Kate Middleton did draw an impressive online viewing audience, with live streams available from most of the major media organizations, Livestream, Hulu and many other sites. The Royal Channel on YouTube, the official channel of the British Monarchy, was an enormously popular choice for online viewers, for both live and rebroadcast streams.

Exact stream numbers are difficult to pinpoint given the number of outlets that made the …

The Emergence of Social Video: Appointment Viewing Comes to the Web


The Emergence of Social Video: Appointment Viewing Comes to the Web

An interesting thing has happened to live television in the past year or so. It’s become social.

Using Twitter, and to a lesser degree, Facebook, traditional TV viewers have incorporated a “second screen” alongside their television sets, creating massive social events out of live TV specials such as the Oscars or Grammy Awards, the Super Bowl, popular weekly programs like American Idol, and even—in an odd DVR-era twist—commercials.

According to Twitter execs, during broadcasts of Fox TV’s huge hit series Glee, Twitter usage increases 30 times its normal average for the entire duration of the program. From personal …

Giant Social Media Red Flag: Is Your CMO Tuned Out?


Giant Social Media Red Flag: Is Your CMO Tuned Out?

Anyone committed to driving social and digital media innovation from inside the marketing machine of a midsize to large company understands well the pressures of proving the value of your efforts. Now, two new studies provide sharp insight into the CMO mindset that must be considered when plotting a course for growth, along with your own internal online video sales pitch.

Here’s the first bit of eye-popping news: According to a new survey by social business software company MindTouch, only 15 out of 143 Chief Marketing Officers and Chief Communication Officers (CCOs) in Fortune 100 companies have active Twitter accounts. …

Hauling for Dollars: Is Customer-Created Video Good for You?


Hauling for Dollars: Is Customer-Created Video Good for You?

 

We’ve talked plenty on this site about the importance of creating a smart online video strategy, one that complements and advances your specific brand message and provides a roadmap toward the right style of video for your company.

But what about the video that you can’t affect? In particular, the hundreds of thousands of customer-generated videos now freely posted on YouTube and other sites that dole out brand opinions and product reviews to millions of passionately interested viewers.

How do you go about making that part of your video strategy?

That’s the marketing challenge many retail brands now find …

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