08 Aug

Direct Response vs. Branded Videos

Published in: Blog
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Brands create a variety of different videos to promote their products and services, from Vines to Instragram videos to YouTube clips, yet most of these can be categorized as one of two video types – branded or direct response.

Most marketers will find themselves at one point or another asking whether branded or direct response videos are better for their business. Understanding which type is better suited is crucial for any business, especially when it comes to investing money.

Both types offer considerable benefits, so let’s look at which one would be best for your company.

Branded Videos Leave an Impression

Branded marketing videos aim to create a favorable opinion of a brand or business, increase awareness and spread a message.

westjet branded video increases brand awareness

Videos created for this purpose are not geared towards selling a particular product but instead they exist to build trust with consumers. Examples of brands who do this very successfully are Nike, McDonald’s, and WestJet, whose videos leave viewers with a lasting impression about their brands. These types of videos influence the way that consumers see brands and encourage them to seek out more information.

Direct Response Videos Sell Products

Direct response videos are created with the goal of getting a sale. They are generally informative and have call-to-action cues like “call in the next 10 minutes” or “visit our website to get this special today”.

tresemme direct response video increases sales

Direct response videos are particularly useful when new products are released because they tempt viewers with product features and encourage them to make a purchase.

The Results Are In: Branded vs. Direct Response Videos

Branded Videos – A CMO Council and Vizu report stated that 64% of marketers plan to increase spending on branded videos, yet surprisingly, only 26% of marketers surveyed for the report saw branded videos as a critical marketing tactic.

Direct Response Videos – According to a 2012 report, the click-through rate for direct response videos is 27.4 times that of banners and almost 12 times that of rich media advertisements. For this reason, direct response videos are incredibly effective for encouraging sales.

Last modified on Thursday, 18 September 2014 14:17
Chad VanCalster

Chad VanCalster is a businesss development specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas. A Computer Science graduate of Northeast Wisconsin Technical College, Chad started his career consulting for large corporations in the northern Wisconsin region, including Wisconsin Tissue, Georgia Pacific and Schneider National, among others.

Through experiences with marketing within his own company, Chad became a student of Internet Marketing, with a focus on Social Media.  That eventually branched into helping clients with THEIR Social Media Marketing.  Chad is an expert at using social media to expand your credibility and impact in your chosen markets.

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