Author: Alisa

How Advertising on Connected TV and YouTube Can Expand Your Reach and Save You Money

Want to get more bang for your marketing buck while reaching a younger demographic? Platforms like Connected TV and YouTube may be the answer. 

Looking at the numbers, it’s no wonder why savvy marketers are flocking to these platforms. Over 13 million American households have abandoned traditional television-watching in favor of Internet-powered streaming. That’s in addition to YouTube, which boasts a whopping 1.3 billion users. Traditional television simply can’t attract audiences that size. 

It’s a common misconception that no one watches ads anymore on streaming services. Hulu recently stated that 70% of its 82 million subscribers were on an ad-supported plan. That equals about 58 million sets of eyes ready for ads. But what makes this advertising channel so valuable is less about quantity and more about quality

Because CTV users are required to log in, often through Facebook or Google, stored user data is readily accessible for ad targeting. Much like advertising on the Internet, this provides an abundance of user data on how audiences interact with the web, including previous purchasing behaviors and spending habits. Advertisers can then tailor ads to precise audience segments, making them exceptionally relevant and ultimately, more effective. With all this user data comes even better data collection. Advertisers can easily gain a sense of what’s working and what’s not, and can quickly adjust rather than continuing to allocate fixed budget dollars towards ineffective methods. Think of how much you could save by knowing which ads are leading to action, and which ones are causing you to throw money away. 

YouTube is another platform that has turned traditional advertising on its head. Almost one-third of the Internet watches over 5 million videos daily. That’s a lot of eyeballs. What’s more is that YouTube ads only cost between $0.10 and $0.30 per view. And like Connected TV, advertisers can easily measure how well ads are performing, through the platform’s own analytics. 

Perhaps the biggest advantage of YouTube is its reach. YouTube reaches more U.S. adults between the ages of 18 and 49 than any cable network. Many advertisers are now ditching those coveted primetime spots costing hundreds of thousands of dollars as they’re quickly becoming a thing of the past. 

But before you can reap the benefits of 21st century video advertising, you’ll need some eye-catching, memorable video. That’s where Frost Media Group comes in. We’ll work with you from start to finish to produce the best video for your digital marketing and programmatic campaigns. We’ll even look for opportunities to pull 30 to 60 second clips that you can use for marketing on other channels, like social media or your company’s website.

Contact us today to learn how to get started.

Three Characteristics of Amazing Culture Videos

Three Characteristics of Amazing Culture Videos

Company culture videos can serve many different purposes. These videos can be an effective way to recruit new employees, showcase company perks and benefits and give an overall sense of what your company is about. If your company wants to use culture videos to help attract top talent or connect more with clients, here are a few key components of what makes an ordinary video a great one.

Great Culture Videos Tell A Story

No two companies are alike, regardless of how close they are in a market position or their service offerings. That’s why a company’s story is so vital to its identity. Sharing its origin and foundation, its early years in business, as well as how it currently functions, gives the audience a true sense of how that company has evolved throughout its history. Milestones, successes, and challenges are the chapters within the story, illustrating how a company has grown and adapted.

Through watching a video, your viewer has indicated they want to know more about your company. They want to see how your business operates, its principles and how it has evolved. In short, they want to know your story. With this information, your audience begins to form an opinion about your company on whether it’s trustworthy. This trust is a key component in your business, and one that will go a long way in making your company stand out when it’s time to make a purchase or submit an application for possible employment.

It Showcases Its People (And Not Just The CEO)

We’ve all seen the traditional corporate company culture videos with the dim lighting and the generic, neutral-colored wall as a backdrop. They consist mostly of the CEO or president detailing the vision for the future and how every company employee is a part of making that vision a reality. Yet, none of those employees they speak of are ever shown. The viewer might get a few moments of another member of the C-suite or even a senior VP. However, the frontline employees, the ones who may hold the position a possible viewer is applying for are nowhere to be seen in the video. This is an enormous missed opportunity.

Yes, it’s essential to hear where a company is headed in the next five years from the perspective of its leadership. But what strikes a chord with potential employees is hearing someone in their position explain how the company’s flexible work-from-home policy has made their quality of life exponentially better. Or to see someone who works in the middle department express how the company health benefits have been able to get their family the medical care they need.

It Clearly Communicates The Company’s Beliefs

What is it all for? What is the measuring stick to which a company holds itself? A company’s beliefs or values are the foundation on which a company culture is built. These beliefs and values are used to make staffing decisions, identify successes and evaluate areas for improvement. They are the glue that binds together every employee from the president to the intern who just completed orientation. In short, they are at the very core of what makes a company what it is, and are essential to a culture video.

Because of their importance, your company’s beliefs should be a cornerstone in your video. Use them to thread your company’s story and its people together from scene to scene. Or, segment the script to focus on each core belief, and let your employees articulate what specific beliefs mean to them and their job as this authenticity is what creates true culture.  

Hire The Pros

There are numerous creative methods to tell a company’s story and illustrate its core beliefs. Whether it’s through scriptwriting, editing, graphics, or a combination of multiple methods, it takes skill to make the whole video come together seamlessly.

With more than 10 years of experience in video production, our team at Frost Media Group creates culture videos for companies of all sizes. Our goal is not only to tell your company’s story, but to highlight and focus on the best aspects of it. We invest the time necessary with each client in order to fully understand what makes their company unique, and how to best translate that through the medium of video. The result is a culture video that is truly representative of your company, and a powerful tool for employee recruitment and client relations.

Contact us today to learn more.

How Video Can Increase a Nonprofit’s Donations

When you run a nonprofit, you know the importance of fundraising and donations. They’re paramount to your organization’s success, allowing it to continue all the great work it does. But fundraising isn’t always a cake walk. In fact, if you’re like most nonprofits, reaching your audience and persuading them to support your nonprofit’s mission is often an ongoing challenge.

Whether within a campaign or as the centerpiece of a digital strategy, a targeted video can help you reach your fundraising goals. By cutting through the noise and helping to form a connection with your audience, using video for fundraising is proven to increase donations while expanding an organizations market reach.

The Human Connection

After years of working with nonprofits, we’re repeatedly reminded that one of the best ways to compel donors is to form an emotional connection. No other medium, aside from in-person interaction, can make the emotional bond with an audience as effectively as video.

Let’s back up and explore the difference between a marketing video and fundraising video. A marketing video, like all types of marketing collateral, is aimed at persuading its target viewer to take an action that leads them further on the buyer’s journey. That action typically centers around learning more about the business’ products and services. The content of the video must be compelling enough to pique the viewer’s interest enough to keep that business top of mind while the viewer is in the decision-making stage.

A fundraising video, however, needs to resonate much differently with the viewer, human to human, on an emotional level. The video must be more than the nonprofit’s cause, goal or mission, but should also show the entire audience why they should care. Not just care a little – but become emotionally invested in the mission. Emotional investment gives the reason necessary to potential donors to become donors and support organizations financially.

Building Trust and Empathy

With a video, the audience can see and hear directly from the people whom work day to day in the organization. Video has the power to give the audience direct contact with the people who are investing their life’s cause towards a passion. Beyond that, they can see and hear the stories of those impacted by the mission. There is nothing more powerful then showing these unique and special moments specific to the cause. Video is the only way to do this.

Frost Media Group Promise

We want to help you take your fundraising strategies to the next level. Our extensive knowledge of video production coupled with our 10 years of experience working with nonprofits gives us the biggest advantage that you won’t find with another video production or marketing company. Let us help tell your story in a way that truly makes an impact and inspires potential donors to act.

Contact us today!

One Over Many: Why Utilizing a Single Agency Is Better for Your Marketing Efforts

For small business owners, it’s tempting to divide marketing projects amongst multiple agencies. After all, why not have a specialist for each objective in your marketing strategy? In theory, this approach would ensure that you have the right agencies to do exactly what they do best – whether it’s copywriting, digital campaigns or video.

But the reality is often much different.

With the help of technology, your audience no longer experiences your marketing channel efforts in silos. The buyer’s journey has become non-linear, with very few, if any, hard stops between stages. Often the challenge small business owners face isn’t the lack of expertise in each marketing discipline, but in providing a consistent, seamless experience for customers regardless of how they enter and move within the funnel.

The Need for Consistency

With that comes the need for a seamless experience and consistent messaging. Too often, the more agencies involved, or “cooks in the kitchen,” the increased likelihood for a company’s voice and message to be tweaked. This can lead to straying too far from the original messaging, which can become confusing, fragmented and inconsistent for the audience. Since consistency is essential for gaining an audience’s trust, too much inconsistency in messaging can have the opposite effect, leaving your company at a severe disadvantage.

There’s also the challenge of creative consistency when working with more than one agency. We’ve seen this time and again while working on video. A brand video, for example, can have a multitude of agency players included in the process – from the ideation phase through post-production editing. It’s essential that every member of the team is in sync through the duration of the project to ensure the nuances of the creative vision are left intact. Too often that enormous responsibility falls solely on the creative brief.

A Customizable Solution

Frost Media Group mitigates these modern challenges by providing a holistic approach to delivering marketing and advertising content. Our Monthly Video Plus program, or MVP, ensures you have custom-tailored content for your business each month from a single source. No risk of fragmentation, no threat of inconsistency.

Here’s how it works: each MVP package consists of a combination of video, creative content and advertising specific to your business goals. For video, you can choose from brand stories, training videos, event recaps and more. The length and production details of your video are dependent on which package you choose and can be completely tailored to your business needs.

Additionally, you’ll receive creative credits for use on different types of marketing each month. Need more website content one month? Let us help. Want to try additional digital advertising for the next few months? We’ve got you covered. This flexibility allows you to stay at the wheel of your strategy while we ensure your message and marketing efforts are as strong as they are seamless.

And just like that, you can focus less on managing a group of vendors and go back to doing what you do best – running your small business.