Drone Aerial Video in Digital Marketing

With the popularity of online video content increasing at a rapid pace it is becoming a critical component of any successful digital marketing strategy.  A recent study by invodo highlighted the following video statistics:

  • 74% of all Internet traffic in 2017 will be video.
  • 90% of consumers watch online video.
  • 33% of tablet owners will watch one hour of video a day on their device.
  • Retention rate for visual information can reach 65% vs. 10% for text-based information.
  • Shoppers who view video are 1.81x more likely to purchase than non-viewers.
  • 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.
  • 59% of brands would like to share more videos in the next 12 months.
  • 40% of the top 1000 videos on Instagram are from brands.
  • Brands and agencies rank video as the most effective form of native advertising.

Online video is now an integral part of a consumer’s online experience. Internet users turn to video for all online activities, including entertainment, news, social sharing, and shopping. Within e-commerce, video helps consumers feel confident in their online purchases.

With this increased demand for video content, finding unique new sources of material is becoming increasingly difficult, especially content that can “elevate” a brand over its competitors.

This growing demand for video content however also parallels the growth of UAVs (unmanned aerial vehicles), more commonly called “drones”.  The rapid developments in drone technology, especially with smaller multicopter aircraft, is providing cost effective and accessible ways to help generate a new stream of unique video content.

Photo 2014-09-15, 10 55 23 AMThese “flying cameras” put the ability to capture aerial views of locations, events, properties, etc in the hands of even the smallest of companies.  The barriers of entry are now reduced, no longer requiring full size planes or helicopters and their associated costs and logistics.

Drone based aerial video gives a unique perspective on the world and access to places that the viewer wouldn’t otherwise be able to see.  They don’t specifically replace what a traditional aircraft can do, but enhance it and allow for much closer, tighter shots in areas that manned aircraft can simple not access.  They offer the ability to get the sweet spot view from the ground up to 200-300 feet, which keeps the viewer much more engaged with the subject matter and the brand.  Similar to how the GoPro camera revolutionized action-cam videography, small drones are doing the same for aerial video.

Some common applications of aerial imaging as theyrelates to digital marketing include:

Property Management & Development

  • View planes for proposed condo developments.
  • New construction progress.
  • Bird’s eye views for marketing of properties and surrounding infrastructure.
  • Lifestyle videos of property location and living.

Irving Halifax Shipyard Modernization Update featuring aerial video of the construction process:

Event Coverage

  • Sporting events.
  • Concerts & outdoor festivals.
  • Unique perspective to highlight sponsor involvement.

Bluenose Marathon video mixing aerial clips with traditional video coverage:

Tourism

  • Resort tours highlighting the location & facilities.
  • Golf course “tee to green” flyovers.
  • Overview of activities, such as whale watching, kayaking, etc.
  • Scenic vista views of tourist attractions and llandscapes.

Maclean’s Magazine – The Bagpiper of Peggy’s Cove, with drone aerials capturing the iconic lighthouse and seascape:

The Medium Is The Message

Drones can also become part of the marketing campaign itself, adding the buzz of new technology to an existing brand or product. A number of recent car commercials, such as Lexus, have used drones to draw attention to their brand:

Captain Morgan has also got in on the act, tying drones to their product, literally:

This trend however is most likely short lived, as drones become more mainstream and the fad aspect wears off so too will the benefits of such campaigns.  There is also the risk of associating with the negative “military” or “sky net” aspects that some have in regards to drones.  As with any marketing idea care must be taken in who the target audience is and how they may react.

Aerial footage really becomes an extension of traditional media elements already in use, with the bird’s eye view adding a unique new perspective. This can bring new life to subjects that may have been already covered in detail, providing a new look on something well known and established, reengaging existing customers.

As with any piece of media it needs to be used effectively and as part of the larger message and story you are trying to convey for the client. It can be easy to overuse aerials as they are new, but keeping it in balance is important, don’t rely on the coolness factor alone.

To make use of a bad pun, “the sky is the limit” when it comes to how you can utilize drone based aerial imagery in digital marketing.  Hopefully this article has given a bit of insight into the possibilities. If you are interested in additional information please contact us to discuss your specific needs or questions.  flitelab offers drone based aerial imaging services, as well as consulting, sales, support, and servicing. We can help find the best solution for your aerial imaging needs.

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