Online Video Advertising

Manage Ads & Calls-To-Action on Your Videos

Friday, July 30, 2010 by Trena Roush

Cantaloupe's Backlight video management platform was designed to help marketers publish, distribute and measure the success of their videos across the web. It's continuing to evolve and will soon become an even more powerful solution for our clients. Enough with the fluffy salesy talk, though.

As your Video Success Manager, it's my responsibility to ensure you are getting the most out of your videos and the tools at your disposal. I wanted to touch on one often underutilized feature of Backlight: the ads.

Video ads are more than just a place for your advertisement to display. They are truly calls-to-action that you can place in your video player as you wish. Use ads to underscore a point, drive viewers to take a specific action ("Register for our webinar!") or lead them to additional information ("Learn more about our solution!").

This empowers you - the marketer and online video content manager - to create, update and place these calls-to-action when and where you want without having to make edits to the video itself - the message, placement, duration and destination webpage are completely within your control.

Below is a sample video. At the 5-second mark, you'll notice an ad pop up and hang out for 10 seconds, then fade away. Clicking on the ad pauses the video and directs the viewer to Cantaloupe.tv's 'Request a Demo' form. (Feel free to request a Backlight demo while you're there.)

As an added bonus, Backlight's analytics tracking allows you to report on how many viewers engaged with each ad.

You have powerful tools and information at your fingertips - are you taking advantage? If you need help using any of the Backlight features or would simply like a demo to see what all the chatter is about, drop me a note or give me a call at 317.594.9999!

Self-Production vs Hiring a Pro for Video Production

Thursday, July 29, 2010 by Trena Roush

ReelSEO, a leading blog in all things online video, did a post recently on the pros and cons of self-producing your online marketing videos vs. hiring a professional firm. If you're thinking - like many of your peers - "I'll do it myself (or have the intern do it). How hard can it be?", take a gander at the balanced argument they offer.

They post comes down on the side of hiring a professional and includes the following benefits:
1. Added value & services from a partner who can bring knowledge and best practices to the table
2. Creative collaboration
3. Minimal wasted time & energy
4. Quality in line with your brand and image

They go on to conclude:
"There are really only three instances when choosing to self-produce is the best choice:

1. When you actually have some video production expertise or talent yourself (or on your staff)
2. When your budget simply leaves no room to hire a professional*
3. The goals of your video actually require it to appear self-produced.

Outside of those three reasons, I would advise almost anyone to look for a professional. There are fewer risks, and the potential for huge upside. And if you value your time, then self-producing can often end up costing you more than paying even high-dollar video production firms to handle the project."

* I'll add one thing to this - be mindful of the style and purpose of your videos. Cantaloupe's authentic video style, for example, helps marketers keep their budgets in check while engaging the viewer, maximizing the bang for your buck. Not all video needs to be highly produced and budget-breakingly expensive.

Remember: video production is only one of the hurdles to take into consideration. Learn about the five hurdles of online video during our weekly webinar.

Video marketing and ads are becoming car salesman...

Monday, June 28, 2010 by Stacy Billanti

Yesterday I was catcing up on a show on a FOX. I find myself only watching shows online anymore, more convenient. Even more convenient than my DVR. I was again reminded of why video ads are such garbage. I saw they exact same Wendy's commercial several times. They showed me the same, lame commercial over and over. I was so annoyed that they had me - had my attention - if I wanted to continue watching the show, I had to endure the ad. What a wasted opportunity. They could of showed me a creative story - or a series that continued through the show - some ad that made me say hmmm, want to find out more, or remember their brand in a positive way. They know the demographic that watches this show - probably in my age bracket - and I would guess, more women than me. AND THEY SHOWED ME THE SAME COMMERCIAL! They should of showed me how their .99$ frosties are a healthy reasonable sized treat for my kids instead of the huge oversized treats you get from some places....

Okay - so I have high expecations. As party of an online video marketing company, we are constantly working on getting people's attention and driving them to action. But the online video production market is getting savier and pickier. And its because we are losing our faith that advertising has anything real or relevant to offer us. No one clicks on ads, because they have a connotaion of being cheap and cheasy - lose 10 lbs in 10 days, improve your performance, car insurance, blah blah. Stop giving me car salesman content and use all the data big brother is collecting and give me something more interesting!

Inside INdiana Business partners with Cantaloupe.TV, LLC to provide leading edge online video content

Friday, May 21, 2010 by Diana Caldwell

Leading Indiana news provider and video services and software provider combine to offer viewers dynamic video content

Cantaloupe.TV, LLC, has just announced a partnership with the leader in Indiana business news and video content, Inside INdiana Business, to provide an enhanced video experience for its online viewers. Cantaloupe.TV is an online video services and software company headquartered in Indianapolis, IN. The partnership allows Inside INdiana Business to provide leading edge video viewing capabilities through its website via Cantaloupe’s online video platform, Backlight.

“Cantaloupe offers an outstanding video management, hosting, and analytics platform for our viewers,” explains Gerry Dick, President of Grow Indiana Media Ventures, the parent company of Inside INdiana Business. “It is easy to integrate into our website and allows our viewers greater access to high quality videos. Our partnership with Cantaloupe will enhance our position as the Indiana leader in video content.” With Backlight, Cantaloupe offers a software platform that takes the guesswork out of online video, making it easier for media companies and businesses to manage their video library, incorporate video content in their online properties, and track its success.

Cantaloupe worked closely with another one of Inside INdiana Business’ partners, Bitwise Solutions, for the rollout of Backlight. “We recommended Cantaloupe’s Backlight product as a good fit to incorporate into the customized media website solution built by BitWise Solutions. Integrating the Backlight product into the website not only extends the video capabilities desired to benefit site visitors, but also allows Inside INdiana Business to continue making the updates themselves,” says Curt Franke, Vice President of Business Development for BitWise Solutions.

“Inside INdiana Business is a natural fit for our online video platform,” says Stacy Billanti, Cantaloupe’s president. “The user will be able to view and engage with videos easily, and Inside INdiana Business will be able to point-and-click to embed videos into the website, upload pre-roll advertising video, track video activity, as well as manage all of its online video content in a single library.”

Too much hair spray

Wednesday, May 19, 2010 by JD Schuyler

While scrolling through Youtube for cool time-lapses I came across this video used for The Dove Self-Esteem Fund. It is a time-lapse of a girl being made-up for a photo shoot. Its a great online video which shows the extent of how 'fake' advertising can be, however I'm using it as a reminder that today's consumers aren't easily swayed by hair spray and make-up.

Today's consumers / audiences are wise to the traditional online marketing ways. They are not not looking for another perfectly scripted 'about us' video. They don't need layers of eye liner to impress them, they need REAL PEOPLE living out REAL SITUATIONS. Before thinking of perfected lines to communicate your company, consider thinking about real situations that communicate your company. Be confident, put down the mascara and tell a real story. I believe your audience will appreciate seeing the real you.

Online Video About Mildred the Surfing Sheep

Wednesday, May 5, 2010 by John Chastain

Although hilarious, this video does have something to do with using online video advertising. This web video is trying to sell wool or some high tech surfing gear, or maybe both. It shows the amazing power of using video in your online marketing. You have to watch it all the way to see the product plug, but this video is very engaging, tells a story, and showcases quite the talented sheep. I am confidant that this video also has potential for viral marketing. For your viewing pleasure, here is a link showing Mildred the surfing sheep:

http://www.finisterreuk.com/surfingsheep/

2010 Online Video forecast and facts you need to know

Friday, April 30, 2010 by Diana Caldwell

I came across this article (http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100118/FREE/301139998) in B2B online the other day and thought I'd highlight a few facts about how marketers are planning to increase the use of online video in 2010, and, how much they will spend.

This data demonstrates the important role of online video in your marketing mix, plus, you’ll sound smart when quoting these:

In December 09, eMarketer projected online video advertising will reach $5.2 billion by 2014, with a record $1 mil spent in 2009. This represents phenomenal 34-45% kinds of growth.
2010 online video ad spending will total $1.4 billion as forecasted by eMarketer
“These extremely high growth rates are the result of video ads moving from the sidelines to center stage, becoming the main form of brand advertising in the digital space.” (quote from David Hallerman, senior analyst at eMarketer and author of the report.

And online marketing efforts aren’t just starting or stopping with ads. Marketers are using online videos in their own websites, in emails, and across social media sites.

Want to learn about other trends in online video like how to use in your social media, and how it can increase your website’s SEO? Click here for our Social Media and Online Video White Paper or, here for our Video SEO White Paper.

Backlight Update: Control how long ads show up in videos.

Monday, January 4, 2010 by Kevin Martin

A new feature that allows you to control how long video ads show up is now available within Backlight. This new ad functionality provides you more flexibility when using video call to actions in your videos.

To use the new feature, just go to the video ads screen and choose the time option from the dropdown menu.

50 Interviews with 50 Video Marketers - CantaloupeTV: Cute Name, All Grown-Up Approach.

Tuesday, November 24, 2009 by Dusty Koekenberg

Cantaloupe founding partner, Jon Digregory, was recently interviewed by Randy Berry with 50 Interviews: Video Marketers. Jon's interview will be featured in a book to be released titled: 50 Interviews: Video Marketers - How America’s Most Skilled, Most Inspired Online Video Advertising Creators are Transforming the YouTube Landscape. To see information on Jon's interview you can visit Randy's blog by clicking here.

50 Interviews: Video Marketers is a licensed production of 50 Interviews Inc, based on the original concept by Brian Schwartz.

Hear more from Randy and his experience with the interviews up to this point in the short video below.

Does it matter where my video is hosted for SEO?

Tuesday, July 7, 2009 by Brennan Knotts

Recently at Cantaloupe.tv, we've had some great conversations with clients who are trying to figure out this emerging world of video seo.

I've talked about video search engine optimization many times before, but one question that keeps coming up is does where I get my online video hosting affect my search engine optimization?

Our stance right now (and it's always subject to change since Google is in a constant state of flux, always trying to improve its service), is it does not matter where your video is hosted. It is not necessary to host your video on your own servers or even on your own domain to get the authority credit for your domain or to get your video to show up in Google's universal search.

Additionally, there are big advantages to not hosting your video yourself, like the ability to utilize a Content Delivery Network (CDN) which ensures an optimal viewing experience.

This is one of the tips that Mark Robertson, the Founder of ReelSEO a blog about "video search optimization, online video marketing, internet video advertising, and everything else related to online video" gives to his readers. He gives 9 other tips in a recent post titled "Web Video Marketing - 10 Common Marketing Mistakes" that I recommend all my readers check out. (Note: You'll see some back and forth comments I had with Mark about the subject of this post)

Great way to get more use out of your videos

Monday, April 20, 2009 by Brennan Knotts

Not only is Bluelock one of our clients, they are also a leader in "cloud computing," which at Cantaloupe we clearly get since our very own online video platform brings all kinds of cool things to the cloud like a video hosting service, video conversion online (many types including but not limited to mov conversion, mp4 conversion, flv conversion, mpeg conversion), video analytics, video uploading etc.

Well here is an example of how Bluelock has leveraged their videos to further their demonstration of expertise in the field of cloud computing. Using Backlight, they've embedded their videos into a community site specifically for networking around cloud computing.

What's really cool about this is that because the videos are embedded using Backlight, Bluelock maintains control over the messaging in the videos.

What do I mean? Check out the 56 second mark in the first video. Bluelock has inserted a video "ad" with a link back their website. This is the perfect way to convert otherwise casual viewers into potential customers.

There's no shortage of ways that Backlight can help you get more use and value out of your videos. Check out a demo today to see what Backlight can do for you.

The Party's Over - great television commercial with poor execution online

Tuesday, April 14, 2009 by Brennan Knotts

We like to pick on tv commercials at Cantaloupe, but it's not because we hate them. (In fact, I'm about to share with you a commercial I like.) It's because for most marketers commercials aren't the right video tool, especially not on the internet where the ability to skip advertisements makes Tivo look like a joke.

I recently heard about a commercial for a company where tv advertising does make sense. It was one of those instances where I was hanging out with some friends and one of them said "Hey, have you seen the (insert description of funny/astonishing/inspiring/useful video here)" This time it was the new Nike Tiger Woods commercial.

I hadn't but now I wanted to, which meant I had two options:

I could watch ESPN until the commercial finally came on, if it ever came on
Or I could find the nearest computing device (I would have settled for an iPhone) and search for it on the internet

When you look at it like that, it's crazy to think that not too long ago the second option didn't even exist, but now, there should be no reason why I can't share in this commercial with my friends.

Except the commercial wasn't available on the internet. Not ony was it not available, but it seemed someone took the time to remove it from YouTube. I could find the commercial in Google results, but as soon as I hit play the video was "no longer available." I was in disbelief.

Here I am, your typical commercial-loathing American, actually going out of my way to watch a commercial - this has to be every tv advertisers dream - and yet, you're stopping me from watching it? Nike = Fail

So what can we learn from this? Well, if you're a tv advertiser, embrace the fact that people will use the internet to search for your tv commercials and make them available.

If you're like most marketers who don't use tv commercials, take this as a sign that users are actively searching for video on the internet and give them what they want. I was searching for entertainment reasons, but next time my company needs to hire a new PR agency or we need a new web meeting tool, I'll be looking for a video to help me make my decision.

I eventually found the commercial I was looking for on YouTube, but you can tell by the quality of the video that Nike likely didn't put it there themselves.

Inspiration for Indianapolis Mini Marathon Runners (and lessons in video marketing)

Friday, April 3, 2009 by Brennan Knotts

As a runner, I don't think I've ever seen a more inspirational advertising campaign than the New Balance LOVE/Hate. I think it has something to do with the subtlety of the inspiration and their ability to make tangible the psychology of running.

Instead of showing blood, sweat, and tears or flashing up words like "pride" and "toughness" and "win" they show runners going through the psychological hurdles we all go through, like the challenge of leaving the comfort of your bed to train, or the fact that the first mile alway seems like the hardest.

I caught one of these traditional video marketing pieces (ahem...tv commercials) and wanted to share it with a friend. I searched on Google. No luck. I did a Google video search. No luck. (well, I got some YouTube results but they were poor quality) I went to New Balance's website. Still nothing, but they did lead me to their Facebook page...

There they are!

New Balance has done a great job using their facebook page to distribute online video, but they could be doing a better job with video search engine optimization. At Cantaloupe, we think Facebook is a great way to get some extra eyeballs (we're starting to see quite a few leads for our own business come through our facebook page) but we're still more optimistic about the power of video search.

The key to both video search and distributing video on facebook, or any other social networking site, is having a tool that makes it quick and easy to convert video online, manage it, embed it, and distribute everywhere you market. If you haven't seen it yet, Backlight is a tool to help you do just that.

So Your Audience Found You, Now What?

Wednesday, March 25, 2009 by Brennan Knotts

Per usual, Chris Baggott and our friends at Compendium Blogware have hit on a marketing message that strikes very close to Cantaloupe.tv home.

In his post "People want Stories not Advertisements" Chris sings our authentic web video storytelling mantra, and even brings more numbers-based evidence to the cause.

I want to focus on Chris' statement that "After search, the goal is engagement." He's absolutely right and this is the very reason why you need video on your website and everywhere you're marketing online.

Video, if done right and not just a re-purposed commercial, can tell your story, or even better, the story of your clients' success with your product or service, in a more powerful way than just text can.

There's plenty of evidence to support the idea that people on the internet want video. Take for example that YouTube is the #2 search engine, ahead of both Microsoft's and Yahoo's search properties (and behind it's corporate parent Google). This means that there is a huge audience of people looking specifically for online video media.

Everyone can have video on websites when you're focused on storytelling and use authentic web video. Just check out the approach Cantaloupe.tv takes and see how it fits with your online marketing strategy. Doing multiple video stories just might be more reachable than you think.

Why advertising will fail and why you need authentic web video

Monday, March 23, 2009 by Brennan Knotts

There's a great post about why advertising will fail over at Techcrunch (of all places). At Cantaloupe.tv, we've often given three reasons ourselves why unscripted, serendipitous, non-commercial like online video production makes sense for the web.

It's what viewers want. People don't want to watch commercials on the internet
People use the internet to seek the truth. Being unscripted and sincere, authentic web video helps people get at the truth.
The internet is about long-term conversations. Interview-style shooting is more practical and cost effective and allows for producing multiple videos.

Compare ours to what business professor Eric Clemons from Wharton has to say about advertising (which very obviously includes online video advertising)

There are three problems with advertising in any form, whether broadcast or online:

Consumers do not trust advertising. Dan Ariely has demonstrated that messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service. Forrester Research has completed studies that show that advertising and company sponsored blogs are the least-trusted source of information on products and services, while recommendations from friends and online reviews from customers are the highest.
Consumers do not want to view advertising. Think of watching network TV news and remember that the commercials on all the major networks are as closely synchronized as possible. Why? If network executives believed we all wanted to see the ads they would be staggered, so that users could channel surf to view the ads; ads are synchronized so that users cannot channel surf to avoid the ads.
And mostly consumers do not need advertising. My own research suggests that consumers behave as if they get much of their information about product offerings from the internet, through independent professional rating sites like dpreview.com or community content rating services like Ratebeer.com or TripAdvisor

It's great to see that our indianapolis-based online marketing firm has gotten this message right from day one. We've always been about storytelling and authentic web video, and now we have an online video management software piece to make it that much easier to execute your video strategies.

Examples of clients using Backlight as their online video platform

Wednesday, March 11, 2009 by Brennan Knotts

We launched Backlight 2.0, Cantaloupe's new online video platform, about three weeks ago. Since then we've been busily helping clients adopt the new software and roll out their web video strategies. Here are a few examples of Backlight being used by our earliest adopters.

Forum Credit Union
Fishers, IN
Forum is using the single video embed to promote their Save It Up challenge. (Click through the picture to see the actual implementation)

Forum Credit Union's use of Backlight's single video embed

ANGELLearning
Indianapolis, IN
Angel is using Backlight's playlist layout and has embedded it directly in their website. Note their use of the online video ad management to direct people to register for their upcoming conference (At the 2:20 mark)

Angel Learning's use of Backlight to create a video playlist layout

BlueLock
Indianapolis, IN
Bluelock uses the full page layout to create a video microsite for all their online video content. They're also using a single video embed and have chosen to resize the video player to fit their homepage design, thus taking full advantage of their entire video content management system.

Bluelock's use of Backlight to create a full page video layout

Bluelock's use of Backlight to create a single video embed on their homepage

Marketing is different from advertising says a reputable source

Friday, February 6, 2009 by Brennan Knotts

Marketing is not the same as advertising. Advertising is a tiny slice of what marketing is today, and in fact, it's pretty clear that the marketing has to come before the product, not after. - Seth Godin

So there you have it. Online video marketing is different from online video advertising.

Why do you need to know the difference? For the same reason that it was important to know the ugly duckling was actually a goose. As a duckling he was a failure, as a goose he was a great success.

Don't call your online marketing a failure just because you thought it was online advertising.

Online Video Marketing the first thing to be cut? This study suggests otherwise.

Monday, December 22, 2008 by Brennan Knotts

The economy sucks. Got it. But does that mean internet video marketing is the first thing to go when budgets get cut?
Some people might think so, but then again, those same types of people probably thought websites were a luxury marketing tool too.

Without a doubt, video is a medium whose worth is only going to continue to be validated as time goes on. Most marketers today don't have the video analytics to justify their spend - the direct impact on the bottom line is still hard to capture, especially in a b2b environment where people rarely click "Buy Now."

So in this tough economy, there's something to be said about every dollar that gets spent. There's less experimenting and more focus on proven strategies, and guess which medium is expected to have the greatest growth in 2008, the year of the tough economy?

That's right. Online video advertising.

Maybe you're not convinced that you NEED video on your website, but when you look at this chart you probably need to ask yourself what other marketers know that you don't.

US Online Advertising Spending Growth, by Format for 2008-2013, emarketer study

Advertising Videos vs. Marketing Videos

Monday, December 15, 2008 by Jon DiGregory

I think there is a big confusion between using online video content as "advertising" pieces versus involving them in an overall online marketing strategy. Actually, it might be as simple as saying that for the most part you will see videos as advertisements used by business to consumer companies while videos for marketing are more utilized in the b-to-b world.

Take this JCPenny video for instance:

JC Penny Doghouse online video internet video marketing

A very well done piece about a husband who finds himself in the "dog house" for giving his wife a vacuum cleaner instead of a diamond. It's obvious that this video was very expensively and highly produced - and, is very much intended to be viral marketing.

And it works! I must have received it from eight different online buddies who thought I might enjoy it too..

Unfortunately, not all of us have the $250,000 marketing budget it takes to put a piece like that together and also don't have an easily recognizable name like JCPenny.

In an attempt to engage the right people at the right time, most of us need to think about how we can use video content as a way to compliment all our other communication and most importantly - sales efforts.

Watching one funny video and clicking to "buy" right then and there works when we are selling shoes. However, when our sales cycle is weeks, months or sometimes years... then we most likely won't see anyone solely making their buying decision on one video. Therefore, engaging content that helps those prospects better understand your offering in an emotional / sincere way needs to be used a a supportive tool for your online newsletter, your sales team, your direct mail, your home page, etc.

Online Video: Think like an entertainer

Thursday, November 13, 2008 by Vicki Duncan Gardner

I read an interested article last night in OMMA, Magazine of Online Media, Marketing&Advertising (a highly recommended read if you enjoy staying up-to-date with those three categories). It featured Josh Warner, President and Founder of FEED Company. FEED “seeds” videos in strategic online areas in order to create discussion and mass views for their high-profile clients who use online video.

Though his interview focused mostly on FEED and its strategy, procedures & insight, there was a statement within the article that really stuck with me…

WHEN CREATING AN ONLINE VIDEO THINK LIKE AN ENTERTAINER NOT AN ADVERTISER.

While our clients use their videos mainly as marketing materials, which are not related to “advertising” in the usual sense, this statement still makes sense…

WHEN CREATING AN ONLINE VIDEO THINK LIKE AN ENTERTAINER NOT A MARKETER.

Isn’t it a marketing video though? Aren’t we trying to market our company, products, efforts, etc? Yes, but online video MUST be entertaining. If not, you’ll reap drop-off rates, not benefits.

The only way to gain a following and to increase views is to give viewers something worth watching. You cannot force people to watch whatever you put online. So ask them, and if they watch, make sure your content is entertaining and relevant to the audience.