A viral success story: Generating ROI from your online video
January 20th, 2011 by Dan FitzpatrickAs with any marketing activity, return on investment is crucial. With online video campaigns, it’s relatively easy to measure the exposure of content, especially when using video platforms such as Youtube. When using a seeding service such as VAN’s, a minimum number of views is guaranteed for a given budget, so again it’s easy to see the return.
What’s often more difficult is seeing how value is added to a wider campaign – and whether online activity “makes the cash register ring”.
Recently, we worked on a seeding campaign for Cadbury. The graph below shows how VAN sparked the natural viral effect by seeding the video across our network. With the right content, this initial push is ideal for giving campaigns a boost, and in this case leads to natural sharing (and therefore views).
What’s particularly interesting is how this activity, as part of wider strategy, helped Cadbury at the cash register – generating £3 for every £1 spent on digital advertising, according to New Media Age.
The campaign is a great demonstration of how seeding can help generate massive natural exposure for relatively little spend – and how online advertising can really provide return on investment.
Tags: Advertising, Online video, ROI, viral, viral advertising
January 24th, 2011 at 10:44 am
[...] If you’d like to know more about using online video, please get in touch. In the mean time, see how Cadbury used online video successfully as part of their digital advertising strategy. [...]