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Brand Marketing Via Video Social Networking Sites
Futurescape, July 2007, Pages: 90
In less than two years, the explosive growth of YouTube and its rivals has transformed video social networking sites into a powerful communications medium that reaches millions globally.
Yet advertising is failing to connect. Brands and agencies are making the fundamental mistake of treating these radically different services just like broadcast television. They upload 30-second ads, but the communities ignore them.
We have drawn on its 12-years’ experience of television and the Internet for an innovative solution that synthesises usage research and statistics, expert opinions, case studies and consumers’ attitudes towards online video advertising and community participation.
The solution lies in working with the creative potential of a whole social networking site – and its members.
The report starts with the case for marketing via video social networks, then explains the solution of aligning a campaign with community members’ motivations, illustrates this with case studies of major brand campaigns, provides a how-to guide for setting up and running a campaign, and concludes with usage statistics and comprehensive profiles of 80 major and specialist video social networking sites, with their marketing opportunities.
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