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| Online streaming media 'provides strong marketing capabilities' |
| Thursday, 07 January 2010 00:00 |
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Online streaming video is an effective marketing medium that allow business to improve their sales, an expert has said.
Bud Rosenthal, chief executive of TurnHere, said streaming media is an effective direct response vehicle that drives measurable actions and captures the attention of consumers. Writing in Marketing Profs, he explained that the use of a compelling narrative in a video grabs consumers' attention for the duration of the video. "The narrative storytelling format presents the information in a compelling and useful manner and ensures that the viewer remains engaged and absorbs the key messages in the video," Mr Rosenthal said. He added that the nature of online videos means they can be shared with friends and family and thus go viral. "YouTube taught us all that video is a portable medium on the web that starts conversations and spreads among friends and their social networks," Mr Rosenthal stressed. The recent Cone Consumer New Media Study found that consumers tend to have a stronger bond to streaming media content.  |