"Interactive Food & Beverage Marketing" (PDF)
"Interactive Food & Beverage Marketing" (PDF)
"Interactive Food & Beverage Marketing" (PDF)
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<strong>Interactive</strong> <strong>Food</strong> & <strong>Beverage</strong> Marketing | The New Digital Marketing Landscape<br />
Viral Video<br />
Short online videos are an increasingly popular way of promoting brands among<br />
youth, who like to consume these “quick snacks of media” and forward the links along to<br />
their friends through IM, text messaging, and blogs. 183 With the growth of broadband,<br />
streaming video has become pervasive throughout the Internet, migrating to cell phones<br />
and other mobile media as well. YouTube, the free video sharing service that enables<br />
users to post their own videos and download millions of others, has witnessed the kind of<br />
meteoric rise that has become the stuff of myth in the Digital Age. Less than two years<br />
after it was launched, YouTube had become the fifth-most-popular website, with 100 million<br />
clips viewed, and an additional 65,000 new videos uploaded every 24 hours.<br />
Attracting an avid following of 12-to-17-year-olds, the site quickly became such a hot property<br />
that Google paid $1.65 billion in stock to purchase it in October 2006. 184 Fox<br />
<strong>Interactive</strong> Media, operator of MySpace, reported 1.4 billion streams of video in the<br />
month of August 2006 alone; Yahoo! delivered 823 million streams, according to one<br />
industry study, which also noted that on the three most popular video streaming site—Fox<br />
(including MySpace), Yahoo!, and YouTube—users were streaming dozens of videos every<br />
day. 185<br />
In a recent report, investment analysts at Piper Jaffray called video advertising<br />
the new “killer app of the Web,” which is “supplementing or taking over most other forms<br />
of content.” As the report explained, “In today’s Internet, the advertiser must actively<br />
engage the user in order to create a brand impression, and video ads allow brand advertisers<br />
to create an emotional connection with a user similar to the dynamic in TV advertising.”<br />
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