Kineo Australia

Post and Pray: Content is still King…

I was recently reading through an interesting article Web TV Series I was quite intrigued by the piece here below, because it shows again that the rules of engagement digitally are not the same as in other channels.

“Nationwide, (a UK financial services company) recently created a personalized web video content campaign. (This was pre-existing content that they re-edited) Users could experience 16,000 different content versions through interaction with the ad, based on a broad number of user defined variants included in the campaign. The result, a 300% higher click through rate for products and a 100% increase in sales conversions compared to previous non personalized video content campaigns. Who wouldn’t want those numbers?” (Kristian Barnes)

What I find interesting is really the nature of this Web Video series. It’s not push content pre-packaged at available at the pressure of a button on a remote, it’s active content.  A little like the Web 2.0 transformed internet from an up-standing brochure to an active individuals centric context. The same rule now applies quite broadly to engagement with viewers online and responds quite roughly to a simple question: “Why should i spend time with you?”.

I speak to a lot of Marketers that still have the expectation, that by doing something “cool” people will just turn up.  Again – “build it… they will come” works only for a haunted baseball stadium, but not for an ever increasing generation of Short Attention Span viewers.

Create interactive content to invite people to participate in it it’s a really clever strategy, but again the single most important point is “Content is King”. We live in a time where more then ever substance is centric to consumer’s mind. So as marketer and advertisers, let’s not forget this golden rule.

Nico Abbruzzese