Innovative agency BrocklebankPenn says video has moved from an expensive ‘nice to have’ to pivotal in persuading customers to buy.
BrocklebankPenn has reported a sea change in the role of video within ad and marketing campaigns. Craig Penn, Founder and Director of Strategy & Planning at BrocklebankPenn states; “As online marketing becomes an ever larger slice of the marketing mix, with online ad spend now overtaking TV as the UK’s largest media (source: IAB), so we are seeing a huge interest from brands to give video greater prominence within campaigns.”
A recent study from Experian Hitwise reports that visits to online video sites were up 36% in the UK last year, and Digital TV Research says that online advertising spend is set to reach £60.6bn by 2016 (almost double what it was in 2010), all of which supports the empirical findings from BrocklebankPenn.
In an article published today, Craig Penn explains how video is becoming the pivotal element in both the Zero Moment – the point at which the consumer starts researching a new purchase – and the Last Ten Feet, when they are in store (or on the website) with credit card in hand ready to make the purchase.
Penn continues, “Nine times out of ten, consumers buy one of the brands that they found when they first started looking. If a brand is not there at the beginning of the search, they are very unlikely to be selected after all the research, product reviews, customer comments and friends’ opinions have been digested. Video has become the media of choice for consumers, and now that Google counts video as part of its ‘relevance’ metrics, making it an important element of SEO, brands who avoid video do so at their peril.’’
What IS BrocklebankPenn?
A team of highly experienced individuals with diverse marketing backgrounds yet shared values, including serial entrepreneur Gary Brine. BrocklebankPenn was founded to ensure that clients always get direct, honest dialogue with the key people driving each project.
The executive team at BrocklebankPenn has together more than 100 years of client and agency experience. Whether working on a comprehensive international marketing strategy or delivering a multi-channel tactical campaign, BrocklebankPenn brings the same ‘big agency’ processes, standards and capacity while holding onto the small agency adaptability, responsiveness and nimbleness.
One Brand World
No matter where customers see, hear, discuss or touch a brand, it must leave an immediate and lasting impression. BrocklebankPenn understands that every form of media has a relevant part to play, and all must come together to build confidence, drive awareness, open engagement, answer any questions, entertain, help and of course sell product/service.
From the Zero Moment when a consumer first starts looking and researching a new purchase, to the Last Ten Feet, when they make a decision about what and where to buy, BrocklebankPenn builds campaigns that will engage with the customer at every touch point.
From Zero to Ten, the customer sees the brand all at once – it’s what BrocklebankPenn call a One Brand World.
For more information and inspiration please visit: www.brocklebankpenn.com