1. Richter10.2 Video - Online Video Data White Paper
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WHITE PAPER
ONLINE VIDEO DATA
PROVIDED BY RICHTER10.2 VIDEO

2. Richter10.2 Video - Online Video Data White Paper
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Online video is a booming subsection of social media marketing which
should be part of every business. The numbers don't lie, online video is already
making up a huge percentage of Internet traffic and it is only projected to continue
growing in the coming years. However, it's important to define clear expectation for
a successful online video marketing campaign. This will help you determine the
success or failure of your online videos without confusing the effects of other
segments of your sales funnel.
Social Media
Social media is a broad classification of Internet based tools which you can
put to work for your business. This includes text communications which can be
found in Twitter and Facebook status updates, photos which can be shared with
the online community through Facebook, Flickr, and Pinterest, or video that can be
shared through Facebook, YouTube, and Vimeo. However, online video is a
particularly booming social media marketing medium which can have a major
impact on your business. Online video has been shown to increase website traffic
and social media conversions by 30%. This is just one reason that you can't wait
any longer to make video marketing a part of your social media marketing
campaign.
Facebook
Facebook is one of the top social media platforms on the web today and it
should be a component of any online video marketing campaign. In 2010,
Facebook had 46,661 unique viewers, each averaging 18.5 minutes. It is very easy
to tie Facebook traffic into your online video marketing campaign by simply posting
links to any videos you publish on YouTube. These can be published as status
updates including a link to the video. The video can then be viewed either on
YouTube or Facebook. Also, these posts can drive traffic from your Facebook page
to your YouTube account.

3. Richter10.2 Video - Online Video Data White Paper
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YouTube
YouTube video advertising is a booming market which is undervalued in many
ways when compared with traditional television advertising. The vast majority of
AdAge's Top 100 advertisers have used YouTube and Google Display Network
advertising. Perhaps this is because they've seen that 144.1 million YouTube
viewers watched 14.6 billion videos in May of 2010. This means that you can use
online video for two very different types of marketing. First, you can publish videos
to be viewed online and to market your company and your product. Second, you
can create ads to be shown with other online videos in the same way as traditional
commercials are shown on television. This means that even if you do not create
your own videos, you can take advantage of online video marketing by paying to
show your ad during other videos. However, creating your own videos can be seen
as free advertising in many ways. Already, there are lots of people looking for videos
to watch online, and that market is only expected to continue growing over the next
several years.
Online Video Growth (General Statistics)
In 2010, Cisco Systems predicted that Internet traffic will quadruple from
2009 to 2014. The majority of this growth is expected to come from online video
which will include web videos found on YouTube in addition to video on demand
services from traditional television broadcast companies. Only a year later, in 2011,
comScore announced in February that 82.5% of the US Internet audience had
viewed an online video.

4. Richter10.2 Video - Online Video Data White Paper
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Internet Video Marketing (Goals)
When you decide to jump into online video marketing, it's a good idea to set
clear goals to define your success. For most, this will simply be increased sales.
However, you can also use online videos to drive newsletter subscriptions, social
media connections (Facebook Friends, Twitter Followers, etc). It is very important to
consider the overall marketing plan for your company and how online videos can fit
into the existing sales funnel. Perhaps measuring the success of your online video
campaign can best be done by tracking some variable other than direct sales.
Reasons to Use Online Video Marketing
A report from comScore in August 2010 announced that shoppers who
watch online videos spend about two more minutes on a website and are 64%
more likely to buy, on average. Another interesting statistic was released by Reckitt
Benckiser, they found that in-store sales increased by 6% after they provided online
videos for their products. As with any marketing campaign, it is very important to
accurately quantify the aspect of your business you expect to be impacted by your
online video campaign. This will allow you to directly measure your results and
determine if your reasons for beginning the campaign have been met, or if they
should be changed.

5. Richter10.2 Video - Online Video Data White Paper
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Works Cited
Axon, Samuel. "Featured in Social Media." Mashable. 2 June 2010. Web. 13 May
2012. <http://mashable.com/2010/06/02/online-video-traffic-2014/>.
Hanelly, Andrew. "101 Online Video Stats to Make Your Eyes Glaze Over." Engage
The Blog - @TMGmedia. 6 Apr. 2011. Web. 13 May 2012. <http://
engage.tmgcustommedia.com/2011/04/101-online-video-stats-to-make-your-
eyes-glaze-over/>.
"YouTube: Statistics." YouTube. YouTube. Web. 13 May 2012. <http://
www.youtube.com/t/press_statistics>.
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