Video website Vimeo is spending upwards of $10 million on its largest ad campaign so far, in line with a revamped strategy focusing on video creators — rather than reaching the masses online.
div > div.group > p:first-child"> Its"Vimeo Can Help" campaign emphasizes how it can help video creators — whether they are large companies such as Walmart or a local coffee shop or yoga studio. The campaign is a tongue-in-cheek look at what it can help with, over what it can't. A billboard ad in a San Francisco parking lot states:"Making a video? Vimeo can help. Paying $37 for parking? Vimeo cannot help," for example.
"By next year, internet traffic, 80 percent of it is going to be video-based. So … it's only growing and accelerating and it's a huge addressable market that we feel we have earned the right to take a large portion of," Beber said. Cisco estimates that by 2022, 82 percent of all internet traffic will be made up of video.
"We made a conscious decision as a business that in a world where there are so many 'walled gardens' and platforms that are focused on eyeballs and monetization and views, we saw a unique differentiation for Vimeo to be a creator-friendly or a creator-first first place," he added.
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