I’m beginning to feel like I’m more and more of an outlier. Do advertisers really believe that forcing me to watch an ad works when all I wanted to do was see the cute puppy video? I mean really? Isn’t this a digital variation on “The beatings won’t stop until morale improves?”

Ms. Waters is quoted as saying “We saw that when retailers exposed consumers to their ads, there was a 30 percent or greater increase in site visits.” Isn’t “exposed” kind of like United’s “re-accommodate?”

This whole arena of invasive and abusive “advertising” and “branding” is doomed to explode one day soon. There is literally no time and nowhere to go where we aren’t assaulted, probed, prodded, measured, tricked and lied to. You can’t even go for a walk without some desperate advertiser trying out face-recognition technology so they can leap out of the hedge in front of you.

For goodness’ sake, leave me alone! Let me watch a blooper reel in peace!

Video is an ideal medium for communicating a lot of information in a short time and YouTube is easily available on all devices that are picture-capable. However, most people use YouTube to be entertained or to find information that helps them make a purchase decision, understand a repair process or find reviews about almost anything. Retailers and brands need to realize that the consumer using YouTube is pulling information at their discretion when the user is looking for the above mentioned types of information, while typical retail commercials are pushing content to random eyeballs. The fact that consumers want to pull specific information changes the game for thinking about how retailers and brands should communicate to consumers. YouTube content should be more of an infomercial than a commercial which necessitates a change to the creation of content by both retailers and brands.

There isn’t much weakness in using video as a branding and engagement. The best brands are turning to video (YouTube) to promote with content. Video is a great opportunity to showcase the great ways customers are using and enjoying their products. The key is that the video is filled with content and not blatant advertising. “How To” videos are very popular. For example, Ace Hardware teaches how to lay a floor, fix a sink, replace a toilet, etc. In addition, self-service solutions on video are powerful. Even for a clothing retailer, show how to take stains out of a shirt, properly sew a button, etc. There are many ways to use video to create value for the consumer. The best part is you don’t have to spend a lot of money on production — and it is “free” on YouTube.

Just because it’s video doesn’t mean it will be effective. In order to gain the maximum benefits of video, you have to script a great story. We all crave a great story. Tell a great emotional story with video in 3 minutes or less and you have a masterpiece. Brands need to develop, curate and publish these stories across all available display channels in a manner that syncs with the shopper’s buying, purchasing and post purchase journey. Simply posting them to YouTube is not enough. Too many marketers (and agencies!) pitch and sell the video (that’s how they get paid!), but then don’t have a real viable plan as to how to use that video to their full advantage. Posting it to YouTube checks the “we’re done” box but doesn’t fulfill or align with the shopper’s interest or journey. The right video, telling the correct story should be available to the shopper at various points along their journey. The technology and processes exist for brands and retailers to control, manage and deliver on this promise.… Read more »

Video, and YouTube by extension, will no doubt continue to be important to retailers in most segments (it really depends on what the products are). However this isn’t an advertising play — it’s about engagement and experience. People don’t watch YouTube because they want to watch product ads (notwithstanding movie trailers), they watch to be entertained or to learn something. For example, if you’re an apparel retailer you want to offer original content probably starring “regular people” vs celebrities showing off the product in a lifestyle environment to highlight how much you would enjoy having the merchandise. If you sell hard goods, then maybe a how-to video is more appropriate. And many other options in between.The only time consumers want to watch more of your ads on YouTube is when those rare iconic ads go viral in popularity. But trying to create these viral moments isn’t a strong strategy for most brands.