Why Use Video Online? TurnHere Has 2000 Reasons
The Spring has been good to TurnHere:1) IAC Citysearch tapped the turnkey video production company to help spruce up its merchant profiles with authentic stories of local businesses and their owners and 2) Simon and Schuster is using TurnHere to video populate its soon to be launched bookvideos.tv channel.
The Summer is looking even more interesting for TurnHere: Where will TurnHere turn next? China, to help gear up for next year’s Summer Olympics.
Why is TurnHere gaining such traction? Does TurnHere have a special video formula?
I met with Bradley Inman, Founder & CEO, to find out. Over lunch recently in New York City, Inman shared with me his passion for video and his mission for TurnHere.
Inman is no Web novice. He founded Homegain.com which he sold in 2005 to Classified Ventures. Ever the entrepreneur, Inman then targeted online video as the next big market opportunity, Web-based video production that is.
Inman told me he was inspired by a convulence of two key factors: 1) increasing consumer acceptance of Internet video technology and 2) growing numbers of independent, creative filmakers who operate in a new, low-cost video production enviornment.
Inman conducted field research and focus group studies to gauge both video marketplace potential and determine best video practicces before turning on the TurnHere business.
Inman told me his strategic video lessons learned:
1. Video is a strong conversion tool, taking raw traffic off the Web and engaging users emotionally, increasing the odds of a transaction or commerce as a result. Plus, the video sits inside a web page where linksfor relevant action reside, increasing the odds for commerce, as people are engaged.
2. Video represents a powerful way to extend and build brand onto the Web. The best branding campaigns emotionally involve the customer. Previously, the Web has not had great tools for this level of engagement; video represents a break through in Web branding.
3. Video offers higher CPMs and advertising upticks than traditional Internet banner and text ads. Effective video ads and sponsored video stories keep the user engaged longer, giving rise to higher advertising rates.
4. For publishers, directories and other sites, video represents a product offering that can be sold to existing customers, to extend contracts with good customers or to attract new customers. These can be packaged as premium products or featured video listings.
5. Video assets will become a new SEO strategy as more and more marketers see video as a way to build an audience from the long tail of users who are seeking specific relevant information found in videos. The meta-data, the audio and images will eventually be searchable. Companies must have lots of video to compete in this new search environment.
6. Transforming a Web site from text and pictures to video is prompting many companies to produce video. Converting or adding video to listings, product show cases and content is driving many firms to invest in low-cost, high quality video.
While the power of video to engage is key to consumer video attention, TurnHere’s video success resides mainly in its video production expertise.
The TurnHere secret weapon is a secret video army, 2000 passionate, independent filmmakers strong, located throughout the world.
TurnHere can mobilize professional video crafters on almost a moment’s notice to film someone’s or something’s “two minute short drama” on virtually any street corner in the world, including China.
Hi Donna– welcome to your new blog space. I’d love it if you’d take that great picture and work it into your sidebar with a nice brief catchphrase underneath and maybe some contact info. : ) (My quest to personalize the face of all blogs).
TurnHere is coming to Fall 2007 Video on the Net in Boston to speak on this very topic. Brad Inman will talk about making money in the video ecosystem at our conference. I love this posting of yours, as it gives me some information I didn’t have from my conversations with them (I mean, I wasn’t interviewing them as much as getting their vision for speaking).
Are you coming? Drop me a line. : )
Comment by Chris Brogan... — June 6, 2007 @ 8:11 am