Video is the most effective content for 2 reasons:

1. Proliferation of Mobile Devices

• Mobile video traffic was 52% of all mobile data traffic in 2011 and is projected to account for 70% of all mobile data traffic by 2016 (Cisco)

2. Longer Shelf Life

• 35% of total video views in 2011 were of campaigns launched before 2011 (Visible Measures)

Excellent Big Budget Video Example:

Kinaxis found a way to make Supply Chain Management funny, while demonstrating how easy their products are to use. Note the reference to their competitor, SAP.

Excellent No Budget Video Example:

Watch as Steve Kellogg takes visual aids to new heights in explaining how to deliver content to the Buying Committee (when you don't know who they are).