There are many different tools that media properties could use in online video campaigns, but first they need to be clear about their goals.

Using online video for brand building requires clear objectives and a strong instinct for how customers will respond. At the recent Streaming Media West conference in sunny Huntington Beach, California, heavyweights in the industry offered clear advice on creating a video strategy. First up was Marcia Zellers, head of operations for the agency Stradella Road.

“It starts with great content. Have something that people want to see,” Zellers said. “Beyond that, it’s really just looking at all the different tools that we have at our disposal, whether they be traditional or digital. When we come up with ideas for clients, it’s generally a package of things that range from things that we as a company do and can make money on—whether it be social media campaigns, mobile apps, whatever we might be able to build in the digital arena for that client—but we’re also constantly coming up with ideas that just occur to us, that we just throw at them. They’re not things we’re going to be able to do. They’re real-world activations, they’re PR stunts, they’re blogger programs, all kinds of different things.”


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