Yell.com signs video deal in biggest overhaul for a decade

 

Yellow Pages directory site Yell.com gains Videojug 'How to' videos and blog network in biggest overhaul for a decade. The Guardian report

 

Yell is going into video marketing.  I read this with interest as my former colleague Nick Haworth is behind this.  

Nick and I used to manage ITV Local in our respective regions before its premature demise. He and I were experimenting with video marketing ideas on behalf of the company.  I did some research to find out what small businesses would pay for a short video spot.  The answer was little more than £500.   Most of them said they were not sure of the value to them – that was a couple of years ago.  It didn't seem viable and ITV opted out.

When ITV Local closed Nick went off to Yell and there, it seems, confidence is high that businesses will want to pay enough to sustain this kind of video content.  Yell has been very clear about the costs and the benefits of video marketing – here's their rate card which starts at £950 for a specially made promotion.  Here's what they claim.

 

  • A video is 53x more likely to pop up on the first page of results.
  • Over one third of web traffic comes from online video.
  • Four out of five online users watch online video every month.
  • Last february UK viewers watched 5.5 billion videos online, that's up 37% on the year before.
  • Experts speculate that by 2012 if you don't have a video on your site the big search engines might not even list you.
  • Users are 4 times more likely to look at a video that anything else.
  • If your videos include a call to action they are four times more likely to get in touch.

Anyway, if you are a visual type and haven't bothered to read this, here's the video.

Published by Mark

Mark Waddington is a former BBC broadcaster and producer. He now works for the Diocese of Leeds as Urban Mission Officer. If you would like to get in touch email mark.waddington@leeds.anglican.org

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