digital video

Interaction Helps Brands Stand Out in the Vast Volume of Video

• Posted: November 16, 2015

Mike O’Brien, writing for ClickZ, points out that video has become a standard expectation for digital campaigns.  As a result, it has become more difficult for a video to stand out.  O’Brien explains that brands are increasingly making their videos interactive.  Consumers who feel actively involved with the brand via interactive videos will likely have longer and deeper levels of brand engagement.

Erika Trautman, CEO of Rapt Media, suggests that “creating an opportunity for engagement creates connections with the audience and makes them more likely to come back again.”

O’Brien highlights two companies that have effectively used interactive videos: Dos Equis and L’Oreal.  In the Dos Equis video, the viewer is a guest at the masquerade party, and interacts with the Most Interesting Man in the World.  L’Oreal provides a tutorial to teach viewers how to use its products in unconventional ways.

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Where is Video Going in the Future?

• Posted: November 2, 2015

Mike O’Brien, writing for ClickZ, discusses recent research by AOL and Crayon which reveals the direction of video’s future, and he summarizes five areas of focus:

-Mobile video is seeing the greatest increase in ad spending compared with desktop and TV.  From 2014 to 2015, it increased by 75% from $1.5 billion to $2.7 billion.

-Homepage videos are rare, but if done effectively, can have great potential in terms of showcasing brands and introducing prospects to the company.

-High-quality digital video content by brands will continue to be an area of growth.

-Agencies and brands are continuing to increase their purchase of digital video programmatically, and an increasing percentage have also brought programmatic buying in-house.

-More companies are moving away from just using free social video platforms.  Larger companies are undertaking in-house video hosting.

O’Brien offers some tips for marketers planning to use video to reach consumers:

-Do a lot of testing before you invest too much money.

-The potential of videos to generate ROI can be increased by positioning them near conversion points.

-High-quality video can be shot on smartphones; however, consumers expect polished videos.

-Online video content must provide value to the targeted consumers in order to attract and retain their attention.

-Programmatic video buying and video-hosting can be brought in-house, but only if marketers have the trained personnel and the appropriate technology.

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Video Viewing Time Now Equals TV Viewing Time According to Millward Brown Study

• Posted: November 2, 2015

This Media Life Magazine article presents highlights from a new study from Millward Brown, “AdReaction: Video Creative in a Digital World.” According to this study viewers worldwide watch 102 minutes of TV per day, as well as spending 102 minutes per day viewing videos on digital devices.  Their digital video time is allocated between 45 minutes on smartphones, 20 minutes on tablets, and 37 minutes on PCs or laptops.  These averages vary by generation and geography.

The study also found that only 19% of viewers report that advertising on digital videos is favorable, versus 29% for TV.  Skippable ads are generally viewed more favorably.  Specifically, skippable pre-roll ads have 34% favorability on PCs and 31% favorability on mobile devices.  Non-skippable pre-roll ads have 15% favorability.

The study further reveals that consumers would rather be targeted for an ad that is selling an item or service that they are interested in and have searched for online, but they are not receptive to feeling “stalked.”

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Mobile Phone Video Viewers Spending Most of Their Time With Short-Form Content

• Posted: September 28, 2015

According to Ooyala’s Global Video Index’s Q2 2015 study, online video viewers using mobile phones spent two-thirds of their viewing time in Q2 with content less than 10 minutes in length.

According to the report’s executive summary, mobile phones and PCs are equally popular (at 32% each) for short-form videos of 1-3 minutes in length.  However, when it comes to content over 10 minutes in length, tablets (57%) and connected TVs (53%) were the top choice of views, followed by desktop (40%) and mobile phones (33%).

The report further analyzed content over 30 minutes in length: connected TVs were the top choice (52%), followed by tablets (36%), mobile phones (23%), and PCs (22%).

In Q2 2015, mobile video plays exceeded 44%, and by the end of 2015, Ooyala expects mobile to account for more than 50% of all global video plays.

 

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YouTube Will Allow Third-Party Verification of Ad Viewability

• Posted: September 21, 2015

YouTube will begin allowing third-party measurement tools for viewability verification by the end of 2015.  This represents a change from its long-standing policy of using only its Active View Measurement tool for ad viewability.  David Kirkpatrick, writing for Marketing Dive, reports that The Financial Times cited Unilever and Kellogg’s as the brands that pressured YouTube to make this policy change for independent verification options.

According to a study done by Google:

-Active View reported 91% of YouTube ads.

-54% viewability across all of its video ad networks.

Kirkpatrick also provides a quote given to The Financial Times by Google about the change in their policy, “We’re committed to meeting all of our clients’ measurement needs” and “are taking our clients’ feedback into account as we continue to roll out new solutions.”

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How to Effectively Connect With Consumers in Their “Content Cocoons”

• Posted: August 31, 2015

Pat LaPointe, Executive Vice President at Resonate and ARF Board member, analyzes the challenges faced by marketers trying to connect with digital consumers in this Advertising Age article.

Many digital marketing campaigns are based upon the premise that consumers like personalized ads, and that such personalized ads make marketing and advertising more relevant.  However, consumers are suspicious of these ads, consider their offers to be false, not relevant, or intrusive.

As a result, consumers create their own “content cocoons,” in which they search for information, engage in social media or watch videos.  However, each online interaction provides data for marketers, and represents an opportunity to become part of the curated web of consumers.

The author advises marketers that to be relevant in this digital world, they need to demonstrate an understanding the of the mindset and motivations of consumers. LaPointe recommends, “marrying observed behavioral data to surveys and consumer-initiated dialogue to shape highly curated marketing experiences to blend into the content cocoon consumers have curated for themselves online.”

By building insightful profiles and understanding consumer motivation, marketers will be able to provide relevant, curated content, and relevant messaging.

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By 2025, Internet of things applications could have $11 trillion impact

• Posted: August 10, 2015

The Internet of things, the term used to describe the use of sensors and other Internet-connected devices to track and control physical objects, opens up entirely new ways of doing business. For instance, in manufacturing the application of this technology can reduce maintenance costs by up to 25%, cut unplanned outages by up to 50%, and extend the lives of machines by years.

The Internet of things can also give rise to new business models that could alter the basis of competition. Products that report how they are actually being used can provide much better insight into customer behavior than focus groups. Connected products can even adapt to their customers’ preferences. And the ability to offer almost anything—from a drill press to a car to an aircraft engine—as a service can transform the very nature of what is bought and sold.

In a recent study from the McKinsey Global Institute, it is estimated that 150 specific IoT applications that exist today or could be in widespread use within 10 years could have a total economic impact of $3.9 trillion to $11.1 trillion per year in 2025. It is also estimated two-thirds of value will be generated in business-to-business settings and that business customers and consumers will likely capture more than 90% of the value created.

To capture this value, however, businesses need to overcome three significant obstacles:

• Push technology vendors to provide connected, interoperable components and systems, with analytics;
• Address security and privacy concerns; and most importantly
• Make organizational changes to maximize the operating and strategic benefits that IoT data can provide.

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Digital Strategies Mature According to Cannes Study

• Posted: August 10, 2015

Digital Strategies Mature According to Cannes Study

According to Warc’s analysis of the 2015  Cannes Creative Effectiveness Lions, digital-led advertising strategies, particularly those combining video and PR, are increasingly delivering business results for marketers.

Of the shortlisted and winning entries:

• 60% used social media as a lead channel vs. 50% of the total pool of entries.
• 44% used online video as a lead channel vs. 34% of the total pool of entries.

According to Warc, 2015 marked the first year that a truly digital-led campaign won the Grand Prix at the Cannes Creative Effectiveness Lions. The “Live Test Series” campaign from Volvo Trucks utilized a strategy built around online video and PR.

Social media, online video and PR have all seen significant growth in recent years: 85% of case studies used social media in the 2015 Lions compared with 51.9% in 2011; 64% of entries used public relations, and the same percentage used online video – in both cases more than double the 2011 figures.

 

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Mobile Becoming the First Screen

• Posted: August 3, 2015

Jack Loechner, writing for the Research Brief From the Center for Media Research, analyzes The Salesforce Marketing Cloud Report, and finds key changes in global mobile consumer behavior and the digital and advertising landscapes.

Among the findings:

-Mobile is increasingly becoming the first screen in terms of time spent by consumers with media.

-Combined, Facebook, Twitter, and LinkedIn experienced a 49% growth in ad revenue from Q1 2014 to Q1 2015.

-In 2014, digital advertising surpassed both broadcast and cable television revenue in the U.S.  Digital advertising became the largest single channel and the fastest growing channel.  Revenue in 2014 was almost $50 billion.

This report also reveals that the revolution in technology will foster tighter collaboration among marketing, sales, and service departments within corporations. It will also break down marketing silos, which negatively impact brand teams and agency relationships.

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Internet adspend to overtake TV, study finds

• Posted: July 27, 2015

According to the latest International Ad Forecast from Warc, the internet is expected to overtake TV to become the largest medium for advertising in 2016. Across all key markets, internet adspend is expected to register rapid growth, rising 15.6% to $135.9bn in 2015 and 12.7% to $153.1bn in 2016. At the same time, adspend on TV is expected to fall 0.9% to $144.9bn this year before rebounding with 3.1% growth in 2016. By then, TV adspend across the 12 markets will be worth $149.4bn, or $3.7bn less than adspend devoted to the internet.

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