The effectiveness of succinct video clips delivered online, as used by EVENTS:review, was hailed by Marissa Meyer, vice president for search and user experience at internet giant Google, during a recent speech at the Edinburgh International Television Festival.

The computer scientist highlighted the success of three to seven minute clips, while emphasising the rise of video content online, saying broadcasters should hold some of their best content back for release over the internet.

“It’s important to treat the two media differently,” she said. “I don’t think online will replace offline. What we’ll see is a different kind of format that’s popular online.”

Reporting on Meyer’s speech, the Financial Times commented this week that the address comes at time when broadcasters are becoming increasingly alarmed at the growth of online video sites, such as YouTube and Google Video, which is coinciding with a drop in TV audience levels, particularly among younger viewers. The response has been a desperate attempt by media owners to integrate their online and offline offerings as quickly as they can.

EVENTS:review’s internet video reports are becoming increasingly popular and the online magazine will continue to be at the cutting edge of marketing and communications, further developing its live content. What’s more, no medium can convey the sight, sounds and excitement that live and experiential campaigns bring to the marketing mix better than online video.