Is Kinect For Xbox 360 Video Going Viral?
Although it was showed to the world a year ago when it blew everybody away, Microsoft Kinect (project Natal back then) was now introduced again at E3, almost ready to enter the market. The video showcasing a camera that lets you control Xbox games with your body, got 850,000 clip views, 1,319 comments, 524 likes and 686 dislikes in 7 days.
Question could be: How can such a lousy video (slick, boring, poor casting, etc) earn so much attention? Well, that is what you could discover from being a data centric person that is using video tracking and insight tools…
Seeding the video to the influencers within the global gaming communities will create most of the earned eyeballs. And if you read all the comments underneath the video, you will soon learn that many gamers rate this technology (or product) as: “really want to have it”. About the video many they say: “it sucks, gayest ever seen”.
So what could be the key learnings here?
Even poor online video content can earn massive attention, when an amazing product or new technology is blended in.
Same goes for poor online videos that have one or two very hot or famous VIPS in it, sometimes these videos become weapons of mass affection, reaching and engaging your targets at very low costs per contact.
But, who on your agency roster masters natural seeding and earning global attention? Do you push the assignment towards your PR, Advertising, Digital, Social or Media agency? I do see presentations of them all, but most do not really understand their own slide about: Owned, Earned and Paid media.
Just ask your media agency why they start their slide with: Paid Media. And why not to start with i.e. Earned, Owned and next Paid media. Or ask your PR agency the exact same question about this slide…
My advice here: talk to your social marketing agency or if you have one, a very skilled digital marketing agency. Probably you will get very different explanations about Earned, Owned and Paid media. And if you do, please share the answers with me.
Extensive natural seeding can earn massive eyeballs at € 0,02 – € 0,04 per clip view while the same video clip in paid seeding would cost you around € 0,10 – € 0,20 (on average: price based on 20 large video portals around the globe).
Some guidelines and benchmarks for brand, pr, marketing and media managers: buying the same online attention with more intrusive video banners is around € 20- € 40 per 1000 views (online video CPM across the globe is around this amount).
Even more intrusive video advertising formats like pre, mid and post roll might cost you a lot more. If your targets are very happy with intrusive video ad formats, go out and ask them…
Do realize this, not very often well explained by PR and Media agencies: Video advertising campaigns (like video banners or pre-roll commercials) will stop the moment your budget box is empty. While paid embedded videos will enjoy more clip views, even when you our out of budget.
Embedded and paid seeded videos can organically grow online, even when you have no more budgets left. And most of your brands and products are here to stay for just another while, right? So use the long tail and break-down costs per contact in the long tail as well. Your reach might increase and your costs per contact will go down doing it this way.
Next, video tracking tools offer behavioral economists (brand marketers 2.0) the invaluable insights about the branding, reach and engagement power. And next about the creativity of your content and how your targets like your approach.
Maybe you should even use video tracking technologies to test your video content online. Once you have discovered which video is considered as most compelling and engaging by your targets, you take that spot and let your media agency push that in your next TV campaign.
Basic questions: Are you a brand marketer 2.0 (behavioral economist) and are you in control enough to let go first?