Online Video Amplification
OVA is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful online video amplification marketing campaign, the content, distribution strategy and consumer self-expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content – then further propagating it out to their social circles. Video Amplification typically benefits from a halo effect cast by the “influencers” of a given social grouping. Video Amplification draws on consumer-culture theory, economic theory, and social theory around the psychology of sharing. Video Amplification marketing differs from social marketing, which has the intent of influencing behavior for a social good.