Dan Greenberg is co-founder and CEO of social video advertising company Sharethrough, where he as worked on more than 200 campaigns for top brands such as SONY, Xbox, Victoria’s Secret and LEGO.
Marketers are investing millions of dollars in creating branded video content, from webisodes to viral videos to extended commercials. Why? To engage audiences with authentic, inspiring, entertaining content, and to encourage those viewers to share that content with their friends.
Branded video content works. Recent research conducted by Vizu revealed that viral video can be highly effective in driving purchase intent. For example, one campaign Vizu tested delivered a 110% lift in consumers’ purchase intent, with video viewers two times more likely to purchase than people who hadn’t seen the video campaign.