It’s often said that content is king and distribution is queen, but platitudes are a “moral without a fable.” That’s because relevance is actually king. Consider that there are now over 188 million unique monthly viewers for online video in the U.S. alone. Not every viewer is appropriate for your brand, and your message isn’t relevant to everyone. It’s important to define your audience, position ads accordingly, and to plan an effective distribution strategy.
Identify and reach your audience. An audience is a specific group of buyers within your target market. It is defined by demographics, personal interests, social media platform preferences, online behavior, or the relevance of your product the hot buttons of the group. Once an audience is identified, the next step is to determine how to reach your audience.
A distribution strategy is a plan to place your video content -- paid, owned or earned – where your audience is online. The market for online video now rivals prime-time television, and at least one Nielsen ISG survey finds that it offers brands greater recall of an ad. So, there’s an opportunity for your strategy to get broader reach than possible through traditional online advertising media or search engines.
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