Content Marketing Digital Marketing Digital Transformation

Online video: a new opportunity to enhance brand’s identity

Online video is one of the key trends in digital advertising. A study carried out by Google in 2014 shows that advertising investments on online video rose by 65% whereas the investments on classic banners dropped by 6%. As we saw in our “Digital Marketing and CRM” class with Arnaud de Terline (analytical lead at Google); online video is one of the most effective tools in Digital marketing. Indeed, consumers spend more time than ever watching videos. Also, online video is a cheap and efficient way to engage customers and increase brand’s DNA. What will be the future of online videos?


Online video to reinforce customer experience

Nowadays, customers are exposed to many different sources of information online and offline. As a result, it becomes more difficult for companies to engage them; there is a strong tendency towards “ad blocking”. Surprisingly, consumer’s commitment regarding online video has reached its highest level in 2015.

Online video allows companies to become a valuable source of information and entertainment. Indeed, video content can help brands strengthening each step of the customer relationship: it allows reaching more audience at the exploration phase, generating interactions with customers during the engagement phase, increasing the conversation rate of e-commerce websites during the selling stage, and raising customer loyalty by maintaining customer’s involvement.

Online video is also the perfect channel to arouse emotion. Indeed, unlike “traditional” advertising spots; online video content can serve several marketing objectives at the same time. For instance, thanks to online video a brand can easily reach different goals: introducing products to consumers, increasing sales thanks to “call to action” buttons, raising customer loyalty thanks to institutional videos that provide a narrative content to increase the brand’s identity, etc.

The success of online videos is also carried out by the multi-screen revolution. But there are several rules that brands need to follow in order to really engage consumers. First of all, they should provide an authentic content. Another key element is to create a differentiating and attractive content that customers will want to watch. Finally, brands need to promote their content in order to extend the audience.


Online video and Brand content

What is brand content? It is a marketing strategy which involves the production and distribution of media content. The goal of brand content is no to communicate directly on the products but on the brand’s identity. In this strategy, online video is used widely.

For Luxury brands, brand content through online video is a way to extend and reinforce their brand’s identity by making people dream. Indeed, a study carried out by CB News shows that around 10 new videos are published on Youtube by luxury brands every single day.

Luxury brands have understood that online video is one of the most suited channels to promote their brand’s storytelling and to give life to their products. Online video also allows brands to express their creativity and target the right audience. Indeed, with online videos, luxury brands can either choose to target the general public to increase brand awareness or a very specific group of consumers. Arnaud Monnier (Brand director of Google France) states that advertising has evolved from broadcast (few content massively disseminated to a large public) to brandcast (lots of content diffused to a very specific and qualified audience).

One of the first successes of brand content through online video is “L’Odyssée de Cartier”. This video was made to celebrate the brand’s 160th anniversary. Its goal was clearly to reinforce the brand Cartier in consumer’s mind. The creation of this advertising gathered all the most modern technologies used in cinema. Cartier chose to disseminate the video only in cinemas and on social networks. It was a great success: more than 18 million views on Youtube.


To conclude, online video is a precious digital tool for brands because it is capturing consumer’s attention. Indeed, consumers spend more time watching videos online than ever. But companies should not forget to provide captivating and differentiating content in order to reach the right audience at the right moment.

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Céline Notelet

Céline Notelet