VIDEO FOR PR

Internet video is on demand and in demand, consumer demand for online video appears insatiable, fed by increased broadband access and new video-enabled software, popularized by entertainment-related content, and fuelled by the buzz surrounding self-published viral video on social Web sites

A recent comprehensive nationwide survey* of 2,700 online respondents by online media and technology company BurstMedia reveals the following: 

■    Seven out of ten respondents (69.5%) said they actively view video on the Web. 

■    Men were more likely than women to say they view video online (76% compared to 60.2%). 

■    Viewing video on the Web is not just for the youngest demographics. Though males 18-24 are the most frequent viewers (35% view online video at least once a day), the 35-44 and 45-54 age segments are equally likely to view online content. 

■    Overall, 27.4% of males and 15.2% of females sampled said they viewed video online at least once a day, and 31.5% of males and 29% of females said they did so at least “a couple” of times a week.

■    The highest numbers, though, were reserved for news clips, of most interest to the higher age demographics: 25-34 (40.1%), 35-44 (49.3%), 45-54 (46.3%), and 55+ (55.4%).

Video on the internet has an almost unlimited life expectancy. Internet users appetite for online video, the proliferation of viral Web-based distribution of content, and improved search engine optimization by content creators and distributors ensures that surfers will find what they are interested in regardless of how long it has been on the Web. 

There are many Web applications for your broadcast PR video: 

■    Re-edited versions of Video News Releases and B Roll b-roll of corporate announcements, product or program launches, re-branding and corporate identity videos, celebrity tie-ins and other news are ideal short-form Web clips that tell compelling stories succinctly, draw audiences, and increase Web site stickiness. 

■   Existing video can be re-formatted to fit into brief, fast-paced modules that are custom-tailored for placement on targeted Web sites with demographics that match your desired audience.  

■    Video enhances Internet distribution of multimedia news releases, and increases the likelihood it will be picked up by search engine users seeking rich content in news. As a corollary, video clips tagged with detailed keywords and placed in select online Web site podcast libraries regularly yield “hits” for weeks and months.