The Right Distribution For Your Video

You’ve invested time, energy, and resources into creating a great video for your brand. Now comes the important part: making sure it reaches the right audience.

Gardner Business Media offers several video distribution opportunities designed to put your content in front of a relevant industrial audience. But getting the most from your investment isn’t simply about generating views. The most effective campaigns pair the right video with the right distribution strategy.

Below, we’ve outlined our video products and provided guidance on the types of video content that work best with each.

Video Retargeting

Video Retargeting distributes your YouTube video to Gardner’s website visitors and YouTube channel subscribers. You know those ads that play before you watch a video on YouTube? That’s video retargeting.

What works? Ad-like videos work well here. The skip option appears after just 5-seconds of video play, so get your message across quickly. We recommend 30-60 second videos for optimal performance. Product announcements and special promotions stand out. Feature your product in action, offer a solution, and provide a call to action.

• Example from Kyocera.

Video Amplification

Video Amplification takes retargeting two-steps further. In addition to pre-roll video ads, this program includes social media promotion and pop-up display on a Gardner website. This three-part strategy reaches our industrial audience on more channels for more views. Social media advertising and the website placement offer more room for your message and call to action, making this program an effective form of demand generation.

What works? Shorter videos work well here too, 30-60 seconds. But longer videos, up to 2-3 minutes also perform, especially when there’s more to the story. This program is ideal for promoting an event, such as an open house, when you want to drive attendees to register. Or for teasing a bigger video, such as a customer profile, recording presentation, or facility tour.

• Example from DMG MORI.

Sponsored Content

Sponsored Content is an ideal solution for longer form videos such as customer case studies, product tutorials, or leadership interviews. In this case, your video will be embedded alongside a featured article on a Gardner website. In addition to sharing the video, you can add more context or narrative and improve web and AI findability with extended content on a reputable media site.

What works? Any video that tells a story, gives a technical look, and offers a solution. These videos can go up to 5-10 minutes in length, or longer for demonstrations or presentations. Shorter cuts of the video will be used in promotion to drive an audience to the article. Manufacturing decision-makers come to our media sites to research products, learn about new technology, and find solutions to help them improve their business. The audience is captive and engaged.

• Example from Siemens.

Finally, we can’t share details about our video products without talking about Spotlight Video. With Spotlight Video, we turn your product or press release into a 30-second narrated video, publish it to a Gardner website and distribute it through our channels. When you want a video strategy, but don’t have the resource to edit in-house, this is the product for you.

• Example from Ingersoll.

Have questions about your video strategy? Contact Debi Williams to discuss the best solution for your content.