BIA/Kelsey Leading in Local: Video Brings Emotional Response, Improves Ad Performance
December 12, 2013 | Contributed by: Wesley Young
Williamson Source is a local content and media company based in Williamson County (Nashville, TN). Founder Steven Ludwig shared how it has focused on using local video to differentiate brands using local content. Use of video with hyper-local news, weather, announcements, events, music, food, real estate, and people helps grab attention from the local market. Having a pulse on the local scene makes it easier to connect. Video brings in an emotional response. And local, original content drives traffic.
In particular, kids, pets, safety, and bad weather spike traffic on local video sources and media. Analytics show that stories with video perform 35-55% better. So advertisers are attracted to being associated with and benefitting from the increased traffic generated by those stories. Lastly, Williamson Source has focused on selling results vs. technology and SMB’s have indicated a strong preference for that focus.
The panel also included Vamshi Sriperumbudur, VP Platform Product Marketing at YuMe and Juan Delgado, CEO at Sporting News Media. Some other stats they shared include :
- 88% of US Online video viewers have a positive attitude towards personalized video ads.
- Video resulted in a 37% lift in purchase intent.
- Video resulted in a 100% lift in brand reputation.
- Video resulted in 73% lift in brand loyalty.