Yes, I said it. It's finally time to publicly state that the video completion rate (or VCR) metric is no longer useful. Sure, for many years since the metric was first introduced, agencies and marketers alike have relied on the VCR standard as a way to assure brands and clients that they have, in fact, proved that a set of eyeballs were engaged and we had their attention for the duration of a video. It seemed logical. The metric would weed out accidental clicks to video links and players. It would also weed out casual viewers who only watched the first 10 or 15 seconds of a video and moved on. But that was about as much assurance that the platforms had delivered our messages to a large number of eyeballs, as we were going to receive.
Looking back at 2016, the year was one of the biggest yet for video marketing. More and more outlets adopted this form of advertising than ever before, and this massive adoption rate created new practices and trends that no one really saw coming.
Although all forms of marketing change and adapt over time, few go through changes as quickly as that of video marketing. The Internet Age is one that doesn't slow down for anyone, and this is extremely applicable when talking about online video advertising.
While the core principles and practices will always remain true, the way in which we approach video marketing has seen some big evolutions that you need to properly adhere to if you want to stay ahead of the curve throughout the year. Here are the top 5 video marketing practices that you need to be implementing in 2017.
The social networking mogul Facebook took over the video startup QuickFire. The acquisition was officially announced on the QuickFire website last Thursday. In case you missed it, here are the details and what we know so far.
What is QuickFire?
In the words Craig Y. Lee, QuickFire CEO, 'QuickFire Networks was founded on the premise that the current network infrastructure is not sufficient to support the massive consumption of video that's happening online without compromising on video quality. QuickFire Networks solves this capacity problem via proprietary technology that dramatically reduces the bandwidth needed to view video online without degrading video quality.'
The founder of the San Diego based company has said to be 'thrilled to help deliver high quality video experiences to all the people who consume video on Facebook'.
Channeling 42 Below Vodka, Hendricks's Gin (which, by the way, is awesome) is out with its first animated spot touting the brand's unique combination of rose and cucumber. The ad will air on the brand's YouTube channel, Facebook page and other social properties.
The brand worked with animation house WeWereMonkeys after having seen the work the company did for Little Talks.
Remember Honda Cog? That Rube Goldberg exercise in amazement? Many brands paid homage to that stunt. Well. here's one more.
Japanese optics brand au Hikari has worked up its own two minutes of awesome except the whole thing is powered by light. You know, the way you can use a magnifying glass to burn paper? Well, apparently, there's a lot more fun you can have with light.
Give the video a watch.
Apparently based on findings from OK Cupid which revealed guys who are taller get more dates and hookups, a group of enterprising, but short, Jewish guys decided to launch ShoesByJews, a line of footwear that adds 2-3 inches to ones height with stylish shoes that don't look like platform shoes.
Either I'm stupid (entirely possible) or this is the biggest non-sequitor of all time. It's entirely unclear how this Holiday Inn Express video achieved 1.8 million views since July 21. A group of astronauts are about to take off in the space shuttle. The Mission Control guy says, "Astronauts, August 14 will be the biggest day to remember." An astronaut responds, "August 14? That's my anniversary. I gotta go." Another voice then says, "Uh, Houston, did anyone stay at a Holiday Inn Express last night?"
Clearly there is a joke in there somewhere but it's gone way over my head. Yea, I get that it has something to do with the fact the astronaut forgot his anniversary and should probably be with his wife rather than heading to space but I still don't get it. Please explain.
In a really awesome display of its automated "Smart Caring" driving technology, Hyundai set up a scenario in which stunt drivers leave their vehicles while they are moving allowing the Hyundai's to drive themselves. It's a pretty awesome display of the car's technology.
And all along, we thought it was Google perfecting the driverless car. Of course, this is a closed-course stunt and the cars don't seem to be moving very fast but they do stay in their own lane and they do stop automatically when the stunt truck in front of them stops.
Spanish football (soccer) lifestyle magazine Libero has the answer to why it appears men are so, well, less developed than men. The answer? The live for the World Cup and they only "grow" once every 4 years when the World Cup makes its global appearance.
Created by LOLA, the video gives all the expected scenarios in which men just can't seem to live up to their female counterparts. It's sort of like all those Super Bowl beer commercials than make men look like bumbling idiots.
So how do you go about promoting a glue-like substance that can be molded like putty and forms into strong, waterproof rubber overnight? Why you use it to build the world's most awesome water pistol, of course. And that's exactly what Sugru did.
The brand gathered together a bunch of "scientists" (aka KID and Kream London) to craft a super-awesome, gatling gun-style water pistols that was then used to douse a few more "scientists" with colored water...in slow motion of course.
And, yes, it is very, very phallic.