Videos Rock!
That’s one of the key messages from a new Experian report on consumer media habits — The 2012 Digital Marketer: Benchmark and Trend Report.
Granted, Experian was looking at consumers not donors, but don’t kid yourself, it’s consumer marketing that drives us to use — and learn what to expect and demand from — all this new-fangled stuff like online and mobile video.
Some findings …
- Video boosts email opens up to 13% (i.e., just using the word ‘video’ in the subject line!).
- Video in an email can drive an average 21% higher conversion rate (compared to using static images) and a 24% higher average order value.
- Revenue per email averages two times higher for “friends and family” campaigns.
- 28% of smartphone owners watch videos on their phones in an average month — they’ll probably check their email (including that message from your nonprofit) long before they log on to their computer.
- Videos on a pace to account for half of all web traffic by 2014.
Impressive enough numbers to get me to read the full report … where’s there’s heaps more usage data.
Tom
P.S. Here’s a nonprofit video — NKLA Manifesto — that’s hot in Los Angeles.
One response to “Videos Rock!”
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What an load of nonsense:
A-fisking we go…
Video boosts email opens up to 13% (i.e., just using the word ‘video’ in the subject line!).
NO!!!! It’s not i.e. just using the video bla bla bla. That is the only thing they tested. What a stupid statement. (Page 66 Experian Report)
Video in an email can drive an average 21% higher conversion rate (compared to using static images) and a 24% higher average order value.
This is a complete misrepresentation. The data is from Liveclicker (a video in email company) and the conversion rates are a) embeded video vs b) a static image representation of a video with a link to video content
No mention of whether or not they controlled for the fact that iPhones are one of the few devices which play HTML5 video in email and you’d expect higher donation rates from wealthy iphone-users.
Also since they can’t measure how many people actually watched the email on the embeded versions. In fact I’d take a good bet that this is a false negative. Response rates on the video were probably higher because people didn’t get distracted off to another landing page by clicking to play a video. They either watched the video in page (and we don’t know how many did) or they clicked on the only CTA in the email which was presumably to buy something.
This could well prove the complete opposite.
Revenue per email averages two times higher for “friends and family” campaigns.
What’s the connection between this and video?
28% of smartphone owners watch videos on their phones in an average month — they’ll probably check their email (including that message from your nonprofit) long before they log on to their computer.
So what!. This is a case for a responsive email template and responsive site – so they watch videos on their phone doesn’t mean they watch, then click and donate. They might be watching videos on the youtube app, netflix app, iplayer app. Again it’s not like they spend all their time watching marketing videos! :-/
Videos on a pace to account for half of all web traffic by 2014.
You’re referencing REELSEO – which says that video accounts for 50% of bandwidth. Which is a good deal different – that includes people streaming iPlayer, Films on Netflix and lovefilm and not to mention that other stuff that we don’t talk about in polite company. http://www.reelseo.com/video-50-bandwidth-consumption/