Quad/Graphics' Video Production Services: Lights! Camera! Printer!
"The technology that's available today gives us the ability to integrate print with video in so many ways," Norton says. "When you look at all the technologies available for a printed piece—QR codes, image recognition, anything that launches the experience for the customer—there's so much flexibility. You can literally be launching to a product video, Website or a blog from that printed piece.
"With video, you can do so much to extend that experience from the printed piece with clickable calls to action. Not only is it cool, it has so much potential, because ultimately you want to convert those viewers into customers."
Quad/Graphics hired a video search engine optimization (SEO) specialist to help extend the life and performance of all the videos it produces. According to Norton, the move to add the SEO specialist was a nod toward nurturing the video from inception through the life of the piece, making it relevant for a longer duration, increasing social shares and making them actionable.
Another critical augmentation was Quad's recently-announced buy-in of Cambridge, MA-based Pixability, a YouTube-certified marketing and advertising company that focuses on helping clients improve video marketing results. It helps clients increase brand awareness through YouTube and Google, the two largest search engines, while driving business both from brick-and-mortar locations and through e-commerce.
Norton feels that Pixability helps leverage the big data from the search engines to analyze the videos and their performance. It can also help Quad/Graphics evaluate its customers' competitors, and determine how its clients can outperform them.
"This creates a scenario that extends the life expectancy of a video," Norton points out. "You can make adjustments on video strategy based on the data that you get back. Maybe you learn that you're calling out the wrong thing in your video, so you make an adjustment. With our SEO specialist in-house and Pixability, Quad has become one of the few video studios that can offer this type of suite of services for our customers."