Brands turn to online video marketing

23 June 2008

Major brands such as FHM, Sports Illustrated, Cosmopolitan, Die Burger and Kick Off are moving into the online video scene, with each having their own dedicated brand channel on MyVideo.co.za, which bills itself as South Africa's first online video platform.

MyVideo.co.za said in a statement this week that online video consumption has internationally proven to be a hugely successful way to spread brand messages, and that international brands have leveraged significant gains in brand awareness through the integrated use of online videos in their marketing strategies.

"MyVideo's South African focus allows local brands for the first time to do the same amongst South African consumers," MyVideo.co.za said.

Brand channels can also be extended onto a brand's current website, with Kick Off Magazine being one of the many brands that use the MyVideo Channel offering on their website.

"Not only has our website broadened to include videos we have posted online through MyVideo, but we now have another avenue to touch our readers through a different media form," says MyVideo online business manager Nick Said.

MyVideo, launched in January 2007, set out to improve the internet video-sharing model by creating a site specifically targeted at South African internet users.

"Where videos posted on YouTube are likely to get lost in a sea of clutter, MyVideo ensures that South African content is aired as the sole focus, ensuring that companies who use it are connecting with targeted internet traffic," says MyVideo marketing officer Tristan Owen.

South African brands have traditionally used television commercials as their only form of consumer-focused video content, MyVideo says, adding however, that the rise of online on-demand video has created a need for video content that both entertains and communicates a subtle brand.

"By developing content that is both relevant to your brand as well as topical to users, you are creating an empire of possibilities," says Owen.

SAinfo reporter