So last week I was at the Kelsey Conference in San Diego during the brand relaunch for Yellow Pages Group. With our brand relaunch, we also launched a series of funny television commercials. One of the those commercials is emerging as the one that seem to have gotten the most traction in YouTube and even has it own fan page on Facebook. The video I am referring to is the Oily Man video, see below.
Since I started working with Yellow Pages Group in 2006 we have produced (not me specifically, but our communications teams) some pretty funny ads for our Yellow Pages business and our Auto Trader business.
Here are my favorite 3 ads; 1 from our current Yellow Pages Group campaign and 2 ads from previous Auto Trader campaigns. Which one do you think is the funniest ad?
I am happy to report that a new home page was just launched and now features all the videos from the video channel. On the home page you will see videos targeted towards your latest searches which is great for discovery as well as finding. Here is a screenshot:
This is pretty cool for local businesses in Canada. Now videos for their businesses will appear on 2 high-traffic websites in Canada. The YellowPages.ca Video Channel and the YellowPages.ca YouTube Video Channel.
If content truly is king then you need to have a lot of content to pull off a portal dedicated to videos for small and medium sized businesses in Canada. Yellow Pages Group, Canada’s leading directory provider, is one such company that can make this come true and have just launched its Canadian Business Video Portal. Connected to Canada’s leading business directory, YellowPages.ca, the content of its video portal is both rich in breadth and depth.
For small businesses in Canada who are using video as a means to attract new customers this is a real win. First Yellow Pages Group launched its Canadian Business YouTube Channel, second it incorporated all its videos into its iTunes, Blackberry and Android applications and now it further distributes this content through a dedicated video only portal that connects consumers back to their profile page on YellowPages.ca. This kind of reach for a business owner for video advertising in Canada is truly unprecedented. Check out some of my previous posts on the above topics; youtube channel and mobile applications. NOTE: as of this posting, the videos on the YouTube Channel from Yellow Pages Group has received over 589,000 views, which is pretty decent considering these are informational about local businesses and not entertainment videos.
So let’s take a walk through of the video portal:
The Home Page
First thing you will notice is that this site uses IP detection to automatically assign a city – in my case Calgary, Alberta. In some cases you may notice that the city that is defaulted is not your city at all – this is an issue with IP detection and your host provider may be routing from another city. No worries though, in the top left hand corner you can simply change your default location.
The layout is pretty simple – navigation categories on the left, main video content in the middle and related videos to the right. Recently added videos are located towards the bottom of the page. Here is a screen shot of what I see this morning. What is neat is that if you refresh the home page, you will get a new profiled video so the site is changing all the time.
Social Elements
What good is a video channel if you can’t share it with your friends. Every video has 4 social elements – Add to Facebook, Add to Twitter, Copy URL and Embed Video. The Embed Video is nice for any small business owner who wants to add their video to their website. The Add to Facebook will load Facebook.com directly and the Add to Twitter will launch Twitter.com.
Example of the Add to Facebook feature:
Example of clicking on Embed This Video:
After you copy the code, here is what the embedding actually looks like. In this case I have decided to use the video from Universal Ford Lincoln Sales.
Category Refinements
There are 17 main categories in the video channel, but with tens of thousands of videos you need further refinement options. Here is an example of clicking on the Automotive, Sales and Services category and what the refinement by category looks like. If you are searching for a business by name, you can also sort alphabetically. Other popular categories include; Eat In & Out, Health & Beauty, Home Improvement & Real Estate and Travel and Accommodations to name just a few.
Throughout this video portal you will notice links that say “See Business Profile”. All these links will go to the profile page on YellowPages.ca for all these businesses that contains some pretty rich information. Here is the example from Universal Ford. You will notice the video, link to website, opening hours, products and services and other features such as weather conditions, driving directions and what’s nearby.
Final Thoughts
As local business video is becoming more and more part of the buying decision, I think more and more Canadians will be demanding a richer experience. There truly is something about video that makes the experience so much richer than simply text on a web page.
I hope that you found this walk through interesting. If you have comments, please leave them in the comments section. As the Director of Business Development for Yellow Pages Group, I can ensure you that your comments will reach the right people.
Over the past two years I have attended all the Kelsey Conferences, for those of you know familiar they conferences focus on the directional, vertical and local search markets in print and online. One common theme that has grown in popularity over the past 24-months is the emergence of video in the small to medium sized market.
I started to surf around YouTube to see if I could find local businesses in Canada taking advantage of this medium. One company, Oliver Jewellery in Toronto really jumped out as a local business who really gets this medium. Rate and review Oliver Jewellery in Toronto.
The first thing that impressed me was that one of his television commercials has been viewed over 42,000 times, has had 173 ratings, 277 text comments and been a favorite 415 times since January 1, 2008. To put this into perspective – I conducted a search for “toronto” in YouTube and this one video would have been within the top 400 videos which is pretty impressive considering this is a local business with one location on Eglington Avenue West competing with all types of videos under this particular search term.
The second thing that impressed me about this local business is the fact that his YouTube username channel has 11 videos uploaded including some self-promotion with WWF superstars and 76 subscribers.
This is a very good example of a local business taking their local television commercials and broadcasting them beyond the reach of the local television stations. All of this is good, but the key question is whether this is driving business. Regardless if it is or not this is a good example of cross-media mix for a local business.
