Ogilvy & Mather launches Advanced Video Practice
Advertising company Ogilvy & Mather has created an Advertising Video Practice which aims to help online video advertising.
The practice has been in development for two years, helping create ‘strategic interactive video experiences’ for companies such as IBM and Nestlé.
Brandon Berger, chief digital officer for Ogilvy, said: “Driving engagement with a brand, product or service is our ultimate goal. Online video content is a new frontier for building brands. Our practice is unique in that we are using the medium to drive business, not just collect views.
“We have proven success with our clients in developing experiences that optimize search results, drive click-through to websites or purchase, and impact sales across both B2B and consumer brands.”
The practice focuses on several key aspects of online video: the creation of strategic content, video search engine optimization (VSEO), the production and distribution of video across multiple digital platforms, and measurement. Maximising the potential of YouTube as a marketing channel is one of the services that the practice plans to focus on.
Robert John Davis, who will lead the new practice, said: “The industry thus far has taken a ‘build it and they will come’ approach.
“The reality is, the marketplace is much more advanced than that. It is not just ‘TV 2.0’ – a new way to get TV programs online. This is a vibrant, interactive engagement medium that goes beyond watching videos to engaging with videos.
“As advanced video opportunities continue to grow across mobile and device-oriented experiences, maximizing this channel is vital for a brand’s success. Video is too important to treat as an add-on to TV or web marketing efforts.”