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What do the latest trends in video mean for marketers? #DigitalAdvertising #Adtech $GOOD.ca

Posted by AGORACOM-JC at 11:17 AM on Friday, July 6th, 2018

By Rebecca Sentance @ Econsultancy

  • If one trend in content publishing and social media has been constant over the past few years, it’s the huge and growing popularity of online video.

Long-form video, short-form video, live video, square video, video advertising… Whatever the format, video has built up a tremendous amount of buzz in the marketing industry for its ability to engage and entertain, with brands increasingly making it a core part of their marketing strategies.

With this in mind, it’s no surprise that venture capitalist and internet expert Mary Meeker devoted several portions of her landmark Internet Trends Report this year to the trends and developments in online video.

What does Meeker’s report have to say about the state of online video in 2018, and what new opportunities does video in 2018 present for marketers? (N.B. Econsultancy runs a Video Marketing Strategy training course and subscribers can download our Online Video Best Practice Guide)

Video is mobile

There was a time not too long ago when the idea of watching online videos on a mobile device was laughable. Mobile internet speeds were too slow, videos ate up too much data, and screen sizes weren’t optimised for video viewing.

Now, however, with faster connection speeds, better support for video from mobile apps and websites, and smartphone screens that are built for multimedia, mobile video consumption has taken off.

Meeker’s report shows that video consumption on mobile has been on the rise since 2012, but really started to shoot upwards in 2015, with the global number of minutes viewed per day rising from around 14 minutes in 2015 to an estimated 35 minutes in 2018.

And nowhere is mobile video consumption growing faster than in the world’s largest internet market, China – more on that later on.

Livestreaming is emerging

Over the past few years, livestreaming has emerged as one of the most popular types of online video.

Previously the sole preserve of hobbyists and event organisers, the last three years in particular have seen live video come into its own as a widespread entertainment medium and social tool, with the launch of services like Periscope and Facebook Live, and the rise of broadcasting platforms like Twitch.

Meeker’s report illustrates the latter with a graph showing that average daily streaming hours on Twitch have increased more than fivefold between 2012 and 2017, from around three million daily views in 2012 to approximately 16 million in 2017.

China: Short-form mobile video in the driver’s seat

Since 2016, mobile internet in China has experienced a phenomenal surge in usage.

Meeker’s report cites data from the China Ministry of Industry and Information Technology, which reports that mobile data consumption in China has leapt from nine exabytes in 2016 to 25 exabytes in 2017 (an increase of 177%).

An increasing amount of that data usage is being devoted to mobile video. Data from QuestMobile shows that between 2016 and 2018, the portion of time that Chinese consumers spent interacting with mobile video on a daily basis (as a percentage of all mobile media) increased from 13% to 22%.

A breakdown of that video consumption into different formats – long-form, short-form and livestreaming – reveals that short-form video is largely responsible for the increase, with short-form video consumption rising steeply between 2017 and 2018.

Long-form video has also seen a general increase in popularity, rising from a little over 200 million daily mobile media hours in 2016 to around 375 million in 2018.

Meeker observes that China’s leading short-form video apps, Douyin (known as Tik-Tok outside of China) and Kuaishou, are both seeing phenomenal success, with huge and growing userbases and a high level of engagement.

Both enjoy somewhere in the region of 100 million daily active users, with an average of 52 minutes spent using the app every day.

Meanwhile, in a sign of things to come, spending on Chinese TV networks has been gradually declining since 2014 in favour of spending on online video platforms.

The content budgets for video platforms such as iQiyi, Youku and Tencent Video – which often produce their own, original, long-form video content – officially eclipsed those of Chinese television networks in 2017.

What do these trends mean for marketers?

Meeker’s report clearly indicates that the domination of online video content isn’t going away any time soon, with new content forms coming to the fore, and new markets emerging where video is wildly popular.

Here’s how marketers can take advantage.

Invest in mobile video content and advertising

The best way to be present in front of an audience consuming increasing amounts of video on mobile is to – you guessed it – produce mobile video.

If you’ve been considering devoting some of your content marketing budget to video content, or making a bigger push towards producing mobile-optimised video, here are some reasons why it could benefit your brand.

  • According to statistics released by Invodo, mobile shoppers are three times as likely to view a video as desktop shoppers
  • These videos get results, too – shoppers who view video are 1.81 times more likely to purchase than non-viewers, and retailers report a 40% uplift in purchases as a result of video
  • People are much more likely to view instructional videos on their smartphone. So if you’re a brand that sells DIY supplies, homeware or hardware, you can cater to this audience by producing how-to videos – as Home Depot has done to great success, racking up more 1 million monthly views on their YouTube channel (source: Tubular Labs).

Even if you don’t have the resources to devote to producing your own video content, mobile video advertising can be an equally effective way to get in front of a mobile audience.

Econsultancy’s Trend Briefing report, Putting Video in Context for 2018, found that mobile video ad revenues are set to rise from $3.5 billion in 2015 to $13.5 billion in 2020, and mobile video ad spend is set to overtake fixed (desktop) ad spend in 2018.

A 2016 whitepaper by Videology, The Mobile Impact: Driving Brand Metrics through Mobile Video Advertising, found that one CPG advertiser achieved a 125% lift in message awareness by using a mobile-focused approach for its video campaign.

Another brand, a major provider of streaming video content, reportedly achieved a 121% lift in brand awareness by targeting mobile users based on their TV viewing habits – and the mobile video campaign was twice as effective as the same campaign run on desktop.

There are more opportunities to target users with mobile video advertising than ever before, with social networks like Facebook, Instagram, Twitter and Snapchat all offering video ad placements. Programmatic advertising exchanges have also expanded their offerings to include mobile video ads, to cater to the demand for this format.

Produce or sponsor live video

Similarly, companies such as Facebook, Instagram and YouTube have responded to the newfound demand for live video by implementing ways for users to monetise their livestreams.

As with mobile video, brands and marketers can decide whether they want to directly produce live video content for their brand, or simply monetise other creators’ live videos with advertising or sponsorships.

If you’re thinking of producing your own live video, have a read of some of our case studies below to learn how other brands have found success – or check out our seven helpful tips for livestreaming.

If you’d rather put advertising budget towards monetising someone else’s video, there are a couple of options for doing so. Brands can sponsor event livestreams – such as live concerts, or gaming competitions – on platforms like Twitch, YouTube, and even Tumblr.

Influencer livestreaming is also on the rise, as influencer marketing – which is in high demand amongst brands as a means of engaging social audiences – moves towards the newly popular medium of live video. Brands like Mashable, Make-A-Wish and Kohl’s have partnered with social influencers and vloggers to create compelling livestream campaigns.

As for live video advertising, Facebook has recently introduced an “in-stream” live video ad format that will only play once at least five minutes of a livestream have elapsed – not unlike an advert break on television. YouTube also offers pre-roll, mid-roll and display and overlay ads for monetising livestreams.

Consider China

Thanks to the dramatic rise of online video in China, video marketing is becoming an extremely effective way for brands to target a Chinese audience.

As we saw from Meeker’s report, China’s online video landscape is made up of a completely different set of platforms. Instead of YouTube and Facebook (both of which are blocked in China), brands need to look to platforms such as Youku, iQiyi and Tencent Video (for long-form video) and Kuaishou, Douyin, Miaopai and Meipai (for short-form video) to reach Chinese users.

Marketing to China isn’t something that will make sense for every brand, but those who do want to tap into China’s massive and growing market, video has proved an excellent medium.

In 2016, for example, L’Oreal ran a giveaway on short video platform Meipai in which it encouraged users to upload and share their Halloween makeup videos for the chance to receive a free gift. More than 11,000 users uploaded videos, which netted more than 60 million views in total for the brand.

Source: https://www.econsultancy.com/blog/70080-what-do-the-latest-trends-in-video-mean-for-marketers-stats

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Advertising on quality websites more cost effective, suggests study $GOOD.ca #advertising #DigitalMarketing $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 3:41 PM on Tuesday, July 3rd, 2018

 

  • According to the study, advertising in quality digital environments is 98% more likely to be placed fully above the fold than adverts on non-premium sites
  • Such placements also resulted in average uplifts for brand awareness ( 11%), ad recall ( 19%), brand perception ( 10%) and recommendation intent ( 10%)

UK – Online adverts appearing within quality branded environments are 42% more cost effective for advertisers, according to a GroupM and Newsworks study.

According to the study, advertising in quality digital environments is 98% more likely to be placed fully above the fold than adverts on non-premium sites. Such placements also resulted in average uplifts for brand awareness ( 11%), ad recall ( 19%), brand perception ( 10%) and recommendation intent ( 10%).

Quality digital environments were defined as websites where consumers have a stronger affinity with the brand, such as newsbrand publishers or sports websites.

Ads appearing on quality websites are over 58% more likely to be 100% in view for at least five seconds, according to the study, which also found that 48% of ads on the open exchange were never seen. Ads must be 50% in view for at least one second to be deemed viewable according to online industry standards.

The two companies will now use the findings from the research to build an industry-wide quality exposure factor for programmatic buying.

Vanessa Clifford, chief executive at Newsworks, said: “For years now, digital advertising has been used as a catch-all term in our industry, encompassing a myriad range of contexts. Now we have the insight to differentiate the value of a high-quality placements – such as on a newsbrand website – from general free browsing. This marks a huge step in our ongoing effectiveness programme and, working with GroupM, our aim is to make this work an actionable part of the online buying process for advertisers.”

The research, covering 394 million impressions in 84 campaigns and over 28,000 survey responses, ran between September 2017 and June 2018. Meetrics collected viewability and user engagement data for the campaign impressions and Cint distributed brand tracking surveys to panellists exposed to the campaigns.

Source: https://www.research-live.com/article/news/advertising-on-quality-websites-more-cost-effective-suggests-study/id/5040483

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How #programmatic advertising helps to target the right audience #adtech $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:06 AM on Tuesday, June 26th, 2018

  • An essential component of location-based advertising is programmatic advertising which has become the buzzword
  • There is a growing trend of brands adopting this technology to serve online ads to a business’ most likely customers

Even though you have the best of advertisements made, they cannot have the desired effect unless they appear at the right time and at the right place.

There is a growing need, regardless of company size and location, to make advertising more personal… more localized. Advertisers of all sizes are evaluating how they can most effectively identify and reach customers where they live and play and as a result, they are adjusting their marketing spend to do just that. BIA/Kelsey forecasts that US location-based ad spend will double in the next five years.

Since nomenclature, local preferences, competitors, and buying habits vary widely from state-to-state and city-to-city, location-based advertising delivers better performance and deeper insights for marketers of all shapes and sizes.

An essential component of location-based advertising is programmatic advertising which has become the buzzword. There is a growing trend of brands adopting this technology to serve online ads to a business’ most likely customers. The addition of programmatic advertising was one of the biggest advancements in digital since the introduction of search.

What is programmatic advertising?

Programmatic advertising enables to target a specific category of audience. Here the segments can range across demographics such as gender, age, social status, to geographic in certain areas of the country. Along with this, with ‘paid search’ one can also control the ads to a specific time of the day or monitor the frequency. You can decide which publishers you want your ads to show on.

By doing this, you are only paying for highly effective ads, delivered to the right people at the right time. Programmatic advertising breaks the stereotypical norms of traditional ad buying. Buyers nowadays do not like to run a certain number of ads with a publisher and remain locked in a contract.

Source: LeadsIn other words as State of Digital states programmatic advertising is the algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimisation of media inventory via a bidding system. Automating the process means that it can be done in real time and doesn’t rely on the human touch, manual insertions and manual trading.

How can localizing programmatic advertising help?

Programmatic advertising is a very efficient and effective way for brands to reach their desired audiences.  By localizing their programmatic advertising efforts, brands are able to both customize their targeting and customize their messaging to the needs of the local markets that they serve.

For example, a Toyota dealer in Palo Alto, CA, may have a lot full or Prius hybrid vehicles, and will need very different targeting and messaging than a Toyota dealer in Fort Worth, TX, who will likely have a lot full of Tundra pickup trucks and SUVs.  Localized programmatic enables customization of advertising to each dealer’s local needs.

A company which is emerging as a leader in this field is Simpli.fi. The company has made localized programmatic advertising both affordable and effective for not only multi-location brands and ad agencies, but they also work closely with Local Media Groups (TV, Radio, Cable & Newspapers) to bring the power of localized programmatic to SMBs.

Stating the importance of localized programmatic advertising Frost Prioleau, CEO of Simpli.fi says, “Initially, most of the available programmatic tech was focused on national campaigns. Most programmatic platforms base their targeting on pre-packaged audience segments, making it difficult to customize, optimize and personalize audiences to local buying habits, brand preferences, and competitive players.”

Localization is necessary in order to effectively reach users whose buying habits, nomenclature, and preference vary widely from state-to-state and city-to-city. “However, scaling large numbers of highly personal and targeted local campaigns requires purpose-build technology. This is where Simpli.fi fits into the marketplace. Simpli.fi’s use of unstructured data, which allows for rich, highly granular targeting, serves ads based on element-level information, making campaigns more relevant and effective for prospects, thus driving a higher ROI,” adds Prioleau.

Programmatic advertising hence not only helps to deliver this level of insight and transparency but also creates the opportunity for brands to engage in near real-time with connected and unique audiences.

Source: https://www.geospatialworld.net/blogs/programmatic-advertising/

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How Small and Mid-Sized Publishers Are Turning to #Programmatic Advertising $GOOD.ca #adtech #digitaladvertising $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:09 AM on Friday, June 22nd, 2018
  • Programmatic advertising has become an ideal solution for small and mid-sized publishers, as it optimizes revenue and allows for more efficient sales processes
  • A few years ago, it was unthinkable for small sites and blogs to host ads on their pages from big advertisers
  • Arrival of specialized programmatic advertising platforms has revolutionized the landscape and brought new strategic opportunities for small and mid-sized publishers

Augustin Ory CEO, The Moneytizer

Augustin Ory, CEO, The Moneytizer, in this article talks about how small and mid-sized publishers are implementing/ adopting programmatic 

Programmatic advertising has become an ideal solution for small and mid-sized publishers, as it optimizes revenue and allows for more efficient sales processes. A few years ago, it was unthinkable for small sites and blogs to host ads on their pages from big advertisers. However, the arrival of specialized programmatic advertising platforms has revolutionized the landscape and brought new strategic opportunities for small and mid-sized publishers.

In fact, programmatic advertising has grown from being just a small component of a publisher’s advertising activity to becoming a priority area of their business strategies. According to a study by IAB Europe, 25% of the editors surveyed rated programmatic as a priority, while another 50% recognized it as being part of their top-five priority tasks. These results confirm that publishers already recognize the benefits of programmatic advertising, which is particularly advantageous when compared with selling inventory directly-providing a series of advantages that range from operational efficiency to a better return on investment for advertisers.

General trends suggest a sustained increased in programmatic advertising too. According to the latest eMarketer study about programmatic spending, ‘US Programmatic Ad Spending Forecast 2018: Private Setups Pull Even More Ad Dollars to Automation,’ more than 80% of digital display ads will be purchased through programmatic platforms in the United States in 2018. According to the same report, spending on programmatic advertising in the U.S. will increase by $10 billion to a total of $46 billion.

In short, programmatic advertising has created a new scenario that small and mid-sized publishers would be wise to exploit.

What advantages does programmatic offer to small and medium-sized publishers?

The main advantage of programmatic advertising is that it allows these publishers to save time. Until the arrival of this type of platform, the main way to generate advertising revenue for smaller publishers was through direct campaigns. Selling advertising in that fashion requires a significant investment in time to determine rates, find advertisers, process payments, etc. Direct campaigns also demand a skilled sales force that understands the marketplace and can capitalize on the media offering; the time and resources required to build this team can often place a strain on smaller publishers as well.

With the advent of programmatic advertising platforms, small and mid-sized publishers can focus on the task of developing compelling content while leaving aside more commercial tasks such as advertising operations and advertising revenue management to automated means.

Another advantage for smaller publishers has improved monetization of their inventory. When using other channels such as direct sales or affiliate systems, the income generated through advertising space is usually defined and agreed to in advance, limiting publishers’ ability to take advantage of more immediate short terms opportunities.

The arrival of Real-Time Bidding and Header Bidding to programmatic advertising has revolutionized the potential for revenue generation. Programmatic auctions increase the competition around each piece of inventory, maximizing revenue and leaving less inventory unsold. The bidding system increases the profitability of advertising spaces and provides more flexibility for advertisers and publishers alike.

In addition, programmatic advertising enables publishers to display more localized and personalized ads which improve interaction with and response to the advertising content.

Finally, programmatic advertising allows publishers to better integrate audience data into the purchasing process. As a result, they can package up their inventory much more efficiently and combine multiple platforms into one cohesive buy. They are also able to extract more value from their inventory, as they can leverage a more complete profile of their audience and allow advertisers to better target unique user groups within their broader audience.

Large publishers have already been reaping the benefits of programmatic advertising. As the technology becomes simpler and easier to deploy, small and mid-sized publishers are also seeing how programmatic advertising allows them to make operational processes more efficient; optimize revenues, and add value to their media. It behooves these smaller publishers to adopt and/or continue to make this transition to automated buying and selling as quickly as they can.

Source: https://www.martechadvisor.com/articles/ads/how-small-and-midsized-publishers-are-turning-to-programmatic-advertising/

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