Last week eMarketer interviewed Joseph Zahtila, the Chief Operating Officer of Dynamic Logic, about the elements of a dynamic online brand campaign. Dynamic Logic is a research firm that specializes in measuring the effectiveness of marketing campaigns.  Zahtila states that there are two major elements that make an online brand campaign effective: reaching your audience, and making sure the message you are conveying is appropriate for that target audience.  He states that when a campaign fails it is typically due to one of these two factors.  When asked what ad formats and placements work best for branding he responded, “Well there’s a lot of different ways to define what works, but in terms of what has the highest increase in those who were exposed to the ad versus those who were not exposed, the greatest increases would be seen in video and rich media interactive executions.”

 His answer comes as no surprise to us over here at VideoBloom.  Video engages targeted audiences and quickly communicates marketing messages in a way that no other advertising medium is capable of.  Furthermore, online videos can be especially effective marketing tools when the goal is brand exposure.  There are several techniques for using video to create brand awareness, and they are all centered on providing your target audience a video that adds value.  Videos that answer a common question, show a viewer how to do something, or entertain are all great ways to generate positive brand exposure.  Best of all, there are online video branding strategies that are available to marketers with any budget.  You can stick your marketing manager in front of camera and ask him or her a few questions to put on your website for virtually no cost at all. So why wait? Get started with your online video brand campaign today!
 

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