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Marketers live and die by their budgets. If you’re not keeping careful track of how much you spend on your marketing stack, and how much return it’s bringing you, then you’re doing something wrong. You need those numbers in place so you can optimise and start to scale.
Video marketing spend is no different. It’s important to know exactly what value you’re getting out of an explainer video so you can further invest when you feel it’s time to scale. Some benefits of explainer videos are very easily quantified. Others, unfortunately, are much more abstract and require a nuanced approach.
Let’s discuss some of the finer points of video ROI.
The simple part – conversion rate
The simplest, yet perhaps the most reductive, way to measure the ROI of your video is to A/B test your landing page. A split test will show you exactly how many users convert with and without your video. Multiply the difference by the total value of a converted lead and there you have it – a basic numbered value for your video ROI.
There are, however, a number of benefits that a simple split test won’t capture. For example, what happens if a user bounces from your page after watching the video, but later returns to purchase your product. How do you measure the added clarity on your product offering and extra conversion triggers?
Segmenting return visitors
This is a tricky question and requires us to think more closely about our test results. One method to test return visitor effects is to segment your results to show new converting visitors vs returning converters. If you see a similar increase in conversion across both groups, we know that your video is having an impact. Averaging these two results out will give you an estimated improvement that you can then factor into an ROI calculation.
Share value
Video is a shareable asset, and it’s very likely that your users will share it amongst themselves, especially if you add it to video sites like Youtube and Vimeo. In this case, not only is your video working to convert users, it’s also working to bring more traffic to your site. This value needs to be added into your overall figure.
First, make a list of all the different places you’ve posted your video. Then, head over to your site analytics platform and filter your results by the sources you identified. Grab the total traffic generated by your video and multiply it by your landing pages’ total conversion rate. You should end up with a smaller fraction of your starting figure. Multiply this figure again by your average value for a converted lead, and voila – you have the total value of your video as a traffic generation source.
Fundraising
If you work in a startup then chances are you’re hoping to catch the attention of potential investors. This is a difficult game and requires you to communicate the value of your product and your company with crystal clarity.
It just so happens that explainer videos are excellent at catching the attention of potential investors both online and in pitches. This means that the potential ROI of your video could be as great as the total investment value of your business. By communicating complex product offerings succinctly you can drive home the value of your company and win over angels and VCs alike.
Brand building
Now we’re getting into more abstract territory. There are a tonne of benefits from video that can’t be easily quantified. Chief amongst these are the brand-building effects that an explainer video can garner. Having an event? Throw your explainer video up on the screens. Your sales team needs a quick product rundown for a client? Ping the video their way. Want your product featured in an affiliate site? Ask them to host your animation. A quality video will help you stand out from competitors in any arena.
The final word on ROI is that, whilst it is possible to extract numeric benefit values from your videos, you’ll never get a comprehensive overview of the whole. After all, the benefits of video are as much about how you use it as is the quality of the end product. With great distribution, a comprehensive usage plan, and effective placement, the potential ROI of your video could be limitless.
The post How to calculate the ROI of you explainer video appeared first on Clarity Animations.
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a 367-foot (112 m), 33-story hotel in Los Angeles, California, constructed between 1974 and 1976.[6] It was designed by architect John C. Portman Jr.. The top floor has a revolving restaurant and bar. It was originally owned by investors that included a subsidiary of Japanese conglomerate Mitsubishi Corporation and John Portman & Associates. The building is managed by Aimbridge Hospitality (IHR), and is valued at $200 million.
The hotel and its architect John Portman have been the subject of several documentaries and academic analyses.[7][8]
Fredric Jameson discusses the hotel in his 1984 essay, "Postmodernism, or, the Cultural Logic of Late Capitalism," and in his 1991 book by the same name.[9][10] He writes that
the Bonaventura aspires to being a total space, a complete world, a kind of miniature city (and I would want to add that to this new total space corresponds a new collective practice, a new mode in which individuals move and congregate, something like the practice of a new and historically original kind of hyper-crowd).[11]
In his book Postmodern Geographies: The Reassertion of Space in Critical Social Theory (1989), Edward Soja describes the hotel as
a concentrated representation of the restructured spatiality of the late capitalist city: fragmented and fragmenting, homogeneous and homogenizing, divertingly packaged yet curiously incomprehensible, seemingly open in presenting itself to view but constantly pressing to enclose, to compartmentalize, to circumscribe, to incarcerate. Everything imaginable appears to be available in this micro-urb but real places are difficult to find, its spaces confuse an effective cognitive mapping, its pastiche of superficial reflections bewilder co-ordination and encourage submission instead. Entry by land is forbidding to those who carelessly walk but entrance is nevertheless encouraged at many different levels. Once inside, however, it becomes daunting to get out again without bureaucratic assistance. In so many ways, its architecture recapitulates and reflects the sprawling manufactured spaces of Los Angeles.[12]
The hotel is a 33-story building, with no floors numbered "7" or "13"; the top floor is therefore numbered "35". The four elevator banks (each containing three cars for a total of 12) are named by colors and symbols: Red Circle (the only one that goes to "35"; the other three only go to "32"), Yellow Diamond, Green Square, and Blue Triangle. The color-coded system of directions was a later addition, as visitors found the space confusing and hard to navigate.[13]
Several bronze plaques commemorate elevator scenes from three major films:
In the Line of Fire,[14][15] September 1993, "Green Square" elevator
True Lies,[15] September 1993, "Red Circle" and "Yellow Diamond" elevators
Forget Paris,[15] November 1994, "Yellow Diamond" elevator
It has been featured in many movies and television series over the years, including Interstellar,[16] Strange Days, Buck Rogers in the 25th Century (as part of the city of New Chicago), Wonder Woman,[17] Blue Thunder, It's a Living,[18] Starsky & Hutch, L.A. Law, The A-Team, Breathless, Matlock, This Is Spinal Tap, Nick of Time,[19] Rain Man,[19][20] Ruthless People,[19] Logan's Run,[19] My Fellow Americans,[19] Midnight Madness, Moonlighting (TV series), Showtime, Hard to Kill, The Lincoln Lawyer, Chuck, Heaven Can Wait, Xanadu, The New Dragnet, Time After Time, Moby Dick,[21] Zoolander,[22] Lethal Weapon 2,[19] The Fantastic Journey[23][24] and was destroyed (via special effects) in Escape from LA, Epicenter and San Andreas. The front of the hotel was also featured in the British children’s television series Tots Tv ‘American Adventure’ special where Tilly, Tom and Tiny went to explore a different country and were observing tall buildings and went onto the roof of the hotel to observe the view of Los Angeles.[25] You can see it under construction in the 1975 film The Wilderness Family (released a year before the hotel opened). In cartoon form, the building can be seen in the first shot of Jem in the episode "The Beginning", and in the anime Steins;Gate. In November 1979, the ABC soap opera General Hospital videotaped some on location scenes there dealing with Luke Spencer, played by Anthony Geary who was hired to assassinate Senator Mitch Williams. In 1999, Power Rangers Lost Galaxy used the building as the administration building of the space colony Terra Venture, with Red Ranger Leo falling from the building after a battle with main villain Trakeena.
In 2002, the hotel was the location for a Fear Factor stunt which involved crossing a bridge of plexiglass discs on cables suspended on the lobby's fifth floor.[26] The television series It's a Living was set in a restaurant atop the Bonaventure. The hotel is also showcased in episodes of CSI and its exterior can be seen in Americathon, Mission: Impossible III, Almighty Thor, Hancock, and at the beginning of the Lionel Richie "Dancing on the Ceiling" music video. The building made appearances in the 1991 Kylie Minogue music video Step Back in Time, the 1985 Survivor music video "The Search Is Over", the 2004 video game Grand Theft Auto: San Andreas, the 2012 video game Call of Duty: Black Ops II (in the "Aftermath" multiplayer map) and in the 2013 video game Grand Theft Auto V with the name "Arcadius Business Center" (having three towers instead of four towers and featuring glass elevator animations).
The hotel was also used as a setting for R&B singer Usher's music video for the 2002 hit single, "U Don't Have to Call". A pivotal scene in the season four (2005) episode "Another Mister Sloane" of the espionage drama Alias took place in the Bonaventure Hotel as well, while it was also featured in season one (2017), episode five of another espionage drama, Counterpart. In 2021, Rihanna's "Savage x Fenty Show Vol. 3" was filmed entirely on location at the hotel.[27][28] The hotel also hosted the first task for the final leg of The Amazing Race 33, which aired in 2022.[26]
This picture is a zoom-in shot of series of hexagons. This is also an example of one of the principles of design, pattern. I used Photoshop to adjust the lighting and blur to bring out the whites and blacks of the picture.
Values Day is an annual tradition at Stetson. Classes are canceled for the day, allowing students, faculty and staff to take part in workshops, community service, interactive exercises, lectures and other events that emphasize the university’s core values of personal growth, intellectual development and global citizenship. These photos show a sample of 2017 Values Day activities
This is a picture of the kitchen in my apartment and I like it because of the way the shadows give and take value. It is an led light strip lying at the base of the different objects, and as it lays shadows it projects different levels of value across the objects above and below my cupboards
1.What element does this image investigate and how is it reflected in the composition?
This image investigates value. Value is reflected in the composition as there are different earthy brown tones scattered throughout the colosseum (dark, light and medium brown/oranges).
2.What is the subject matter of the photograph?
The subject matter of the photograph in architecture .
Would any Girl Day be complete without a trip to a thrift store?
(or bead store, or fabric store, or craft store - pretty much anywhere that bores the life out of the males in our lives) Hal shows off her thrifty find - a new handbag! Yay!
1 The element is value. The main colour in the picture is a brownie orange. The colour changes in shade very minorly, but for the most part it stays fairly constant.
2 The subject is the shard of wood that is pointing straight up from the tree stump. In most cases I would have made sure the subject is off centre but for this case I think it works.
3 The colour and detail on the ‘wooden tower’.
4 I would’ve tried to centre the wood better, and show the top of it instead of cutting it off.
Participant categorizing norms under cassava value chain during Female Focus group discussion at Nyakabango ward in Muleba district, Tanzania (Photo credit: IITA/Sarah Msita).
MINEX CEO Dr. Stefan Stoev speaks at the RMW2019 on Sustainable Value Chains in Mining, Brussels, Belgium
The theme of this photo is nature, as showcases a leaf. My shutter speed was 1/2500, and my f stop was 5.6. This photo displays value, as the leaf's colors transition from a light green and a dark red. There is also shading present on the sides of the leaf. Texture is also utilized, as it clearly shows the texture of the leaf. I chose this photo as taking pictures of natural items is my favorite subject. I believe it showcases my love or it, and showcases my abilities as a nature photographer.
Building Values For The Next Generation Indians - This was the second topic for the day. A blessing in disguise was that I had Gozu & Pozu with me. After a bit of roaming around we finalized on the portraying the value of respect and care for nature. Quite a few ideas were being explored but we weren't able to find the right location or props to shoot with. I wanted to get a shot with baby helping mommy plant a tree, but finally we landed at the nursery inside Cubbon Park where the mommy-baby duo could spend time with some baby plants. Not exactly what I'd wanted but atleast a similar concept.