Digital Video Advertising

Table of Contents

Part 1: Viral Video Marketing

• 1.1 The benefits and dangers of viral video marketing
• 1.2 Viral video case studies
• 1.3 How to ensure your content is compelling enough to hook consumers
• 1.4 How to seed your campaign and use social networking sites to your advantage
• 1.5 Cautions about online video metrics: Buzzmetrics, viewing figures, downloads
• 1.6 Tracking engagement: the trail of viral marketing

Part 2: User-generated video and co-created advertising

• 2.1 The importance of participation: Interactivity creates engagement
• 2.2 Case studies of Superbowl user-generated ads
• 2.3 Comments, spoofing and video responses: video communication
• 2.4 Co-opting consumers and the new consumer relationship
• 2.5 The Dangers of UGV for brands: Case studies and recommendations
• 2.6 Mobile and UGV in the future

Part 3: IPTV and the Future of Online Video Advertising

• 2.1 Video-on-demand signals the death of disruptive advertising
• 2.2 Consumer-led programming; decentralised aggregation
• 2.3 Online community TV viewing: Lycos Cinema and TestTube
• 2.5 Do consumers want anything but free?
• 2.6 Advertiser pays all or pay-per-download?
• 2.7 Alternative online video advertising models for the future
• 2.8Linking videos to further content through hypervideo: View TV, Hotspotting
• 2.9 Unbundling edited content