Branded video performs best when it’s tailored properly to the platform, says Joe Migliozzi, Digital Lead at Mindshare NA, in an interview for Beet.TV with Paul Kontonis, SVP Strategy & Sales at Collective Digital Studio. “The consumers are defining the platforms for the brand. If it’s a platform where the consumer is trying to find more information on the brand, we need to make sure the video is more informational. If it’s more of an awareness or informational play then we need to approach the video that way,” he explains. “As consumers have more experience now there’s an expectation that video delivers utility whether information or entertainment.”
With video viewing and time spent growing month over month, brands can’t just post a 30-second spot online and expect it to be successful. According to Nielsen’s most recent digital consumer habits report, consumers spend nearly seven hours a month watching video on the Internet.What’s more, branded video needs to be supported via paid media, he says. “To reach the right audience we need to put more paid media behind videos. All these platforms that would just generate organic views before, we can’t rely on to do that anymore,” he says. Keep an eye out for interactive video, he adds. That’s a growth area in branded video as it can drive sales.