DEMAND GENERATION ANALYSIS: B2B brands use online video to engage audiences

How B2B brands can create engaging online video

Online video has traditionally been a space for funny clips of dogs on skateboards or sneezing pandas. But, as 'pull' marketing prospers with the rise of digital and marketers adapting to economic pressures, web TV is quickly becoming a regular part of marketers' arsenal.

In the strictest sense, web TV is regarded as broadcast television playing over the Internet - for example the consumer application iPlayer. In business marketing lingo, however, the term has been adopted to reflect strategic ongoing campaigns of video content on a brand's website. "These are not one-offs but a regular stream of content," clarifies Jake Ward, director at corporate video company BroadView.