Posted on Dec 6, 2013 by YuMe
Forbes contributor Steve Cooper made some goals for his business last year, one of which was to move into use of online videos. Now, he said this can finally be checked off the list because his organization is utilizing online video ads. This is especially helpful in the mobile landscape, as he said 50 percent of his company's clients are mobile.
Citing numbers from a recent eMarketer report titled "US Digital Media Usage: A Snapshot of 2014," Cooper said 35 percent of mobile users are expected to watch videos online. This shows that organizations that start creating mobile video ads now will likely have a greater edge over competitors. The advantage is especially apparent, as the report found all mobile video viewers will increase 20 percent in the next year, up to 88.7 million people. Cooper said two-thirds of the U.S. will likely be watching online videos of some kind in the next year.
His company, Hitched, partnered with an online video producer that seemed like a natural fit. This has worked to get video quality up and running quickly, allowing them to see results right away.
"To make sure we're as effective as possible rolling things out, we're testing two different methods of implementation and presentation," Cooper said. "The first is a thumbnail strip and the second is a full player. Both methods are being presented at the end of specific articles to determine which gets more engagement."
Testing like this is essential to see what will work best for each individual company. Cooper believes this launch is just the first step for online video in his company, as he expects to continue to bring forth many more ads in the next year. By creating content as a company, he said they are able to earn more revenue, something every business has a desire for.
Why is video growing so quickly?
"Up until now, retailers have had to make decisions about video without getting information from the most important stakeholder – their customers," the report said. "In looking at real feedback from our study, it is crystal clear that consumers expect video as part of their shopping experience, and rely on it when making purchase decisions."
These videos also get results for companies. Forrester recently found that the estimated growth per year for total ad spend is 4.49 percent, but video is at 22.39 percent per year until 2018. However, Forrester revealed most companies still are not reaching their potential in this medium. Many still end up taking their 30 second spot from TV and putting it online, but he said there are different methods that work for online.
Approaches to online video include:
How a company attacks online video ads will be different each time, but every organization needs to realize the potential of this medium and figure out what works for them.
Posted on Nov 26, 2013 by YuMe
While the common thought is that many organizations are already firing on all cylinders when it comes to online video ads, social media and other forms of marketing, a recent report from IBM found that more than half of mid-market companies lack any kind of integrated digital strategy. Adding to this, 65 percent of mid-market C-suite business executives said they recognize lacking a social media plan is a big roadblock in the world of digital media and more than half said they need to figure out how to coalesce all of these options to get the best return on investment.
"Understanding what resonates well with these customers can bring valuable insights to the development of new products, services and promotions, enabling smaller businesses to break through in this challenging and influential segment," said John Mason, general manager of IBM Midmarket Business. "Smaller companies which use their agility to place customers front and center in their ecosystem, embrace cloud, social and engagement marketing strategies could end up huge winners."
Mid-market chief marketing officers said they want to put all of the components of a digital strategy in place, which means integration of cross-channel techniques, consumer insights, mobile, video, social networks, the cloud and more. The majority of CIOs said they want to do this as well to have a better focus on customer experience.
Keeping pace with trends
He also argues that social media use should no longer be seen as a luxury but as a necessity in the modern world. This is one of the platforms where most videos are shared, so 2014 may be the year where the tipping point for social media investment finally happens.
"As businesses see these very real and measurable benefits, I believe we'll see a move away from assigning social media tasks to existing employees, and see even more companies hiring social media strategists or full-time social media managers," he wrote.
Benefits of these websites include improvement of brand awareness, better audience reach, more loyalty and good social signals. Social media is also a great way to share mobile video ads with users of all types.
Posted on Nov 25, 2013 by Kristie Sein
Earlier this month at the Forrester eBusiness Forum in Chicago, we were honored with a Forrester Groundswell Award in the category for Mobile Marketing (Business-to-Consumer). The Forrester Groundswell Awards recognizes excellence in the effective use of social technologies to drive business success, and the mobile marketing award category looked specifically at companies that best used mobile tools to accomplish business and marketing goals. YuMe was awarded for our work on the justWink Mobile Flip Campaign for American Greetings.
Last September, American Greetings wanted to create awareness for justWink, its newest line of user-customizable greeting cards, and drive interaction with the justWink app. No question, our Mobile Flip ad was a perfect choice to generate buzz around the new product! Mobile Flip leverages interactions specific to smartphones and tablets; its full-screen branding experience enables a tap or a swipe to switch between video ad and branded display, and allows for multiple interactivity options, all within the ad experience. For the uWink campaign, we delivered 10 million mobile ad impressions, a 74% video completion rate, and more than 700,000 ad interactions. Thousands more used the ad to locate a store where they could buy justWink cards, downloaded the brand’s mobile app, and shared the ads through Facebook.
With roughly 150 submissions from around the world, we’re proud to have been recognized by Forrester with this award! To learn more about our award-winning Mobile Flip ad and other YuMe capabilities, check out our ad gallery.
Posted on Nov 18, 2013 by Kristie Sein
Last week we rolled out the next-generation solutions of the YuMe platform, YuMe’s Audience-Aware SDK™ with Audience Insights and enhanced Audience Amplifier™. Our latest version SDK captures first-party data in order to boost our ability to find the right audiences across our Connected Audience Network – benefiting both publishers and brand advertisers. Publishers and app developers now have access to Audience Insights, the most accurate picture of their audience’s demographics and interests. Our enhanced Audience Amplifier utilizes first-party and SDK data to create distinct Audience Segments of the most receptive and attentive audiences, and all at TV-like scale, so that our brand advertisers can get the best brand results for their digital video ad campaigns.
To better understand how YuMe’s Audience-Aware SDK is powering our Audience Insights and enables us to generate Audience Segments, we held a short Q&A with our product marketing managers, Tyler Hampton and Nikki Heyder. Tyler works on the latest YuMe solutions for advertisers and Nikki works closely with our data sciences team on the platform side.
Q: The latest YuMe Audience-Aware SDK collects first-party data, but what exactly is first-party data?
Nikki: Most people have probably heard of third-party data, which is data collected across the web from various sites and data providers. It typically represents a tiny sample of your audience, at best, with only 5-15% accuracy for targeting. Lesser known is second-party data, which commonly takes form as registration data purchased directly from the source. When registration data is required, versus opted-in, there is an issue of accuracy; for example, filling out a form randomly for the sake of gaining access to content or services. There’s also a recency issue – typically, users provide registration data at sign up, and are not required to update their info over the course of their membership, as circumstances (such as income, marital status, etc.) change.
First-party data is collected from your users, on your site and is therefore the best data source for any type of audience targeting. Whereas first-party data has traditionally consisted of users’ browsing behavior, it has not been especially relevant for marketers. YuMe’s first-party surveys are designed to get at the type of behavioral and intent based traits that marketers want to target. Our data collection is opt-in, and therefore highly accurate– a user is most likely to respond honestly to an optional survey they feel compelled to, than being forced to. And it’s safe.
Q: Why should advertisers or publishers care about first-party data?
Tyler: In today’s world of fragmented content and screens, it’s challenging for brand advertisers to reach an attentive and receptive audience (and to do it at a scale large enough to make an impact). In order to achieve this, it’s necessary to gain an understanding of a brand’s audience, and that is where first-party data comes in. Most of the industry relies heavily on third-party cookie data, which can go stale and is dependent on users NOT deleting cookies. Our first-party cookie-less data is a combination of direct survey data and observed data, collected through our embedded Audience-Aware SDK; allowing us to form Audience Segments, as a brand sees it. Reaching the right audience will help drive core brand metrics, and at TV-like scale, so with YuMe’s Audience-Amplifier, we assure that the right audience is reached at TV-like scale.
Nikki: With the shift of the TV advertising dollars ($193B market) to digital video ($4B), first-party data creates a huge opportunity for publishers. With better insights into your audience demographics and interests, publishers are able to align their audience with who consumers brand marketers care about reaching. Because interest-based, TV-like segments are valuable to advertisers in YuMe’s ad network, publishers benefit from improved CPMs and better fill. And since first-party data yields a highly accurate data set, publishers reduce waste caused by inaccurate targeting.
Through YuMe’s Connected Audience Network (CAN) publishers have immediate access to a network of brand advertisers and campaigns that are looking to target TV-like audiences at scale. Whereas a single publisher may return only a small subset of a desired audience segment, YuMe for Publishers (YFP) is able to match a small set of target users from multiple sites with a campaign that spans across YuMe’s ad network.
Q: So how does the YuMe Audience-Aware SDK work to generate Audience Insights and Audience Segments?
Nikki: Our embedded Audience-Aware SDK combines unique in-player survey data with additional data points collected by the SDK (can also leverage second- or third-party data if desired), which we use to generate highly accurate, psychographic audience segments. Using data sciences, we are able to use a relatively small number of surveys to model a highly accurate audience model of your site.
Tyler: As Nikki mentioned, our enhanced Audience-Aware SDK collects first-party data that allows us to know who the target is (via in-player surveys) and the what/when/where about their digital and device usage (browser version, screen res, time of day). Through Audience Insights, we can measure the attentiveness of the audience. YuMe’s data-science software continually identifies patterns in the data collected, then matches these patterns to the numerous data points coming in through our SDK. As a result, we can generate scalable segments of relevant audiences, or Audience Segments.
Q: What else can Audience Insights and Audience Segments be used for?
Nikki: Outside of improved monetization through the Connected Audience Network, first-party data can also provide valuable insights for your business – for example, by understanding your viewer demographics you can optimize your content programming so it is better tailored to your audience makeup.
Tyler: With Audience Insights, brand advertisers can develop a deeper understanding of their audience, and garner key brand performance metrics. We have the ability to cross reference traits of the many different segments we create, allowing us to point out additional attributes of an advertiser’s targeted segment; for example, did you know that your target audience also has an interest in luxury cars?
Big thanks to Nikki and Tyler for taking time with us to talk about the latest YuMe solutions for advertisers and publishers! To learn more about our Audience-Aware SDK, Audience Insights and enhanced Audience Amplifier, visit: http://www.yume.com/technology. Also, check out our latest whitepaper on the benefits of first-party insights which can be downloaded from our whitepaper resources library at: http://www.yume.com/insights/video-advertising-whitepapers.
Posted on Nov 12, 2013 by YuMe
Whether crafting mobile video ads or figuring out how to make a website more friendly for smartphones, organizations need to very quickly figure out what kind of strategy they are taking into marketing and advertising. Forming a smart strategy will extend beyond design and content development, Forbes Contributor Jayson DeMers wrote. Accepting the chance by embracing "mobile-first" will be one of the best moves a business can make to bring itself into the future, he said.
"The paradigm shift started with design," he said. "The old approach to design for mobile was simple: create a website that worked for users on standard computers (e.g. for the 'large screen'). Then get creative and find ways to scale it down for mobile devices. For sites that required more effort than simply being made smaller, designs could be simplified or made more "tappable" as an extension of the touch screen environment."
More than ever, searches and Web browsing is taking place on smaller screens such as smartphones and tablets. DeMers said organizations can make longer-form content work now but will likely need to take a forward-thinking approach into the future of crafting video ads online. Desktops and laptops will remain a player for years to come, but the proliferation of these devices is more than a simple trend.
Businesses will need to acknowledge the tension between long-form and short-form content, he said. While the assumption is longer content can go in-depth into a subject, DeMers said search engine algorithms will work to favor videos which are likely viewed and shared more. The same goes for articles as well, as it will remain to be seen if people are still interested in reading a 1,000 word piece compared to a much shorter one.
It remains to be seen if or when this change will affect video ads on mobile devices, as data from the Jun Group found that 54 percent of mobile video ads are still 30 seconds or longer and 32 percent are 90 seconds in length. This goes against the current through that users are less than willing to view longer ads or marketing videos on their gadgets. Marketing Charts cited other research from FreeWheel which found video ads on these mobile devices delivered a 5 percent engagement rate versus 2.4 percent on desktops, highlighting just how important it is for companies to plan for this change up moving into the future.
Targeting will be key moving forward
"The greater the depth in terms of your understanding of your audience's mobile habits, the more compelling your content will be," DeMers wrote. "But specifically, understanding the makeup of their mobile universe will help you create content that feels native – rather than retroactively shoehorned to fit in."
Proper formatting of any content on mobile devices will be key, he wrote, as there will likely be a shorter attention span. This means getting to the point of the content quickly and efficiently, use large and easy to read fonts if there are words on the screen and have great visual content whenever possible. Mobile video ads are a medium that can that can definitely be taken advantage of, but organizations must form a strategy early.
Posted on Nov 5, 2013 by Kristie Sein
This post was originally published on Portada on October 25, 2013; written by Jorg Nowak, Head of Latin America and US Hispanics at YuMe.
More Hispanics live in the US than Canadians live in Canada – avoiding that reality it is not even an option anymore if you want to maximize the growth of your business. As this market continues to grow, Hispanics purchasing power will continue to influence and impact the economy – their purchasing power growing by 50% from $1 trillion in 2010 to $1.5 trillion by 2015 (Nielsen, State of the Hispanic Report, 2012).
With one medium in particular, digital video, marketers are already seeing the benefits of targeting general audiences. However, with the current growth of Hispanic consumer’s digital video consumption and purchasing power, it is even more vital to engage with this channel.
As we move into 2014, let me offer four recommendations around Hispanic media buys and online video.
Keys to Successful Online Video Hispanic Media Buying in 2014:
1. Hispanics are rapidly consuming content on mobile; plan for all screens
US Hispanics are leading the market as early adopters of emerging technologies. 60% of Latino households own at least one Internet-enabled cell phone and spend 68% more time watching digital videos than non-Hispanic Whites. Be sure to take advantage of this opportunity to capture Hispanic’s attention on mobile devices in addition to your traditional online buys. (Nielsen, State of the Hispanic Report, 2012).
2. Hispanic content is rare, so make the most of it
As marketers, we face a dilemma – online video for the Hispanic consumer is premium and often scarce. In order to capitalize on this medium, we suggest custom ad units with more interactivity and engagement.
3. Think outside of pre-roll video
There is much more to experience than just pre-roll video, and many consumers are taking notice. Consumers are actively engaging with custom ads via social elements or ‘learn more’ functions, like never before. Why not capitalize on the opportunity to grab a consumer in an interactive and compelling way?
4. Broaden your sights and your network
In the past, ad networks have often gotten a bad rap. That is rapidly changing, especially in the Hispanic space where publishers struggle with unique user numbers that don’t provide the reach and frequency that advertisers desire. Ad networks solve this dilemma with unparalleled reach and the added bonus of allowing interaction with the user vs. exposure only.
I’ll leave you with this:
If you choose to forgot any or all of these 4 points, keep in mind, you may be missing out on a huge opportunity: There are currently 55.5 million (plus 9 million undocumented) Hispanics in the US, 17.4% of the total US population . . . up from 50 million in 2010.(U.S. Census and Geoscape AMDS report 2013). At the same time, online video spend is growing aggressively, outpacing the rest of the market (more than doubling since 2012). (AccuStream Research)
These numbers can no longer be ignored, especially for those looking to win in an increasingly competitive marketplace.
Jorg Nowak is Head of Latin America and US Hispanics at YuMe, Inc, a provider of digital video brand advertising solutions. Nowak was previously Senior Vice President & General Manager at Univision Interactive Media.
Posted on Oct 25, 2013 by YuMe
Organizations which have been avoiding using video ads for mobile may want to start investing now, as a recent study from Weve found that these mobile devices and tablets may now be the "most important screen" for adults in the U.K. The study, which spoke with adults between 18 and 55 about their media use, reported 28 percent said mobile was their first choice, a point ahead of the 27 percent who said TV. Laptops and PCs remained the most important and first choice at 39.8 percent, but there is a clear improvement in how people are viewing these gadgets.
According to the report, a quarter said their mobile was now their first place to go when going online with 10 percent making purchases with these devices. Among 18 to 34 year olds, the mobile preference was even higher, as 46 percent said it was their first choice ahead of 30.6 percent for PCs and laptops and the 12.4 percent of television.
"We commissioned the research because we were a bit fed up of mobile being called the 'second screen', but it surprised even us that 28 percent of people in the whole group said mobile was their first screen, which is ahead of TV," according to Weve CEO David Sear. "We're delivering broadcast-scale audiences, consumers who actively want to engage with companies and brands through their devices."
The study also found that 68 percent of mobile users feel they receive enough promotional messages now or would be willing to get more, while 62 percent said discovering new brands is a good way to use mobile. About 58 percent said they use their device to use coupons and vouchers.
Year of the video
Additionally, dynamic content is growing much more valuable, as streaming videos have become viewed by millions for households. Video storytelling also remains a powerful way to share a message, Young said.
"The advertising potential appears promising," he said. "Ads are now appearing in 25 percent of online videos, roughly double the percentage of just two years ago. The increased ad load doesn't appear to have deterred online video viewership, which continues to rise. On the television side, national broadcast is still able to sustain premium CPMs, while the top cable networks continue to eye those premiums as the potential for upside."
More video content is being watched by viewers on smartphones, PCs, TVs, tablets and more. There are live events, streaming content and online videos that are drawing in eyes, all of which give mobile video ads a much greater opportunity to rise to prominence.
If ad executives think more strategically about what type of ad can be placed with these videos, where they should place it and how it will work, he said the brand experience has the potential to be greatly optimized. As it stands right now, young said only 10 to 15 percent of online video ads are interactive and the rest are essentially "ordinary TV spots." There is vast room for improvement here, he said, something every company should strive for.
Posted on Oct 25, 2013 by YuMe
Advertising on mobile devices is already well on its way to a budget increase within the walls of many organizations, but the success of targeted marketing will further this spending, according to a recent report from Juniper Research. The company expects smartphone and tablet advertising and marketing to grow from $13.1 billion this year to $39.3 billion in 2018 with an annual growth rate of 24.6 percent for this period. The success of social media points to the larger trend of targeted marketing, especially as more of these websites start to ad their own video services.
The rise of "real-time bidding" platforms also spells a rise for online video, Juniper said, as it will now be much easier for ads to be sold by publishers as marketing experts start investing more in well-targeted real-time impressions. The report said although advertising on mobile devices is growing, there is currently low spending relative to how engaging this medium can be. Report author Sian Rowlands said this will likely grow as the consumer interaction with marketers and devices starts to expand and grow.
"We are witnessing a change in consumer perceptions of mobile advertising as advertisers begin to use opt-in or reward style advertising: by harnessing big data and location information, mobile ads are being better targeted to users," he wrote.
One area that will see a large amount of growth, according to Juniper, is in-app advertising. This will be a key driver as more people spend money and time in that market of the mobile world. India stands to see the greatest expansion, as Juniper's report said mobile ad spending will grow four-times over between 2013 and 2018.
Video on mobile likely to continue large expansion
"Nothing illustrates the internet as an entertainment platform better than the fact that over one in five minutes online is accounted for by entertainment, and that advertisers spent almost 1,300 percent more on mobile video than a year ago," Tim Elkington, director of research & strategy at the IAB, said.
Brands need to recognize the role of mobile video ads and how successful they could be for any campaign.
Posted on Oct 23, 2013 by YuMe
While it is always important to make sure customers are not being overloaded with online video ads and other pieces of information, the recent Automotive Consumer Marketing Survey from FordDirect found that communication, a strong online presence and face-to-face meetings are all important when selling to millennials. Those who were born between 1980 and 2000 are savvy shoppers and know they can vie for the attention for companies, so those who know how to best tailor their approach will likely see the most success.
"Consumers are bombarded with multiple pieces of communication throughout their day, and how dealers communicate to those consumers is important to cutting through the noise," said Stacey Coopes, chief executive officer for FordDirect. "The results of this research indicate just how crucial it is for dealers to tailor their communication outreach to grab their customers' attention."
Coopes said a strong, multichannel approach that will include both new and traditional communication channels are essential. This means mobile video ads and making sure the customer feels wanted in person are both essential tools for making sales.
Numbers from the report found 84 percent of shoppers preferred email as their main method of communication, but millennials especially did at 91 percent. The majority of shoppers were just as likely to click on an organic link as they were a paid video.
Don't misread millennial customers
There is a perception that digital doesn't do as good of a job returning the investment as traditional marketing, according to what one chief revenue officer told Fuller, but she said it may be more of a feeling of being overwhelmed by the older age group of marketers.
"Many advertisers are almost paralyzed by all the digital website choices they have for campaigns, so they stick with what they know and have trusted for decades — traditional media brands," Andrea Miller, CEO and founder of YourTango.
Organizations should be more willing to experiment with social media, online video ads and other modern options in an effort to appeal to the millennial crowd.
Posted on Oct 19, 2013 by YuMe
The travel advertising business will always be competitive and busy, but it appears that online and mobile video ads are starting to gain more clout within the industry. According to eMarketer, travelers are drawn to many different channels before purchasing and mobile gadgets are starting to become more popular. The Search Agency's recent "State of Paid Search Report – Q2 2013" said travelers tend to be early adopters and the trend toward mobile videos is no exception, as paid search ads for travel and leisure has increased 60 percent between the same time period in 2012 and 2013.
Tablet and smartphone spending has been increasing steadily over the past few quarters. In the second quarter of 2012, there was 85.7 percent spending on paid search click share versus 10.6 percent for tablets and 3.7 percent for smartphones. In the recent report, the company is reporting 76.8 percent for desktop, 17.4 percent for tablet and 5.8 percent for the smartphone.
"Performance metrics for travel digital video ads are impressive as well," according to eMarketer. "Travel advertisers are paying attention to digital video not only for the medium's ability to conceptualize and tell inspirational stories in an easily digestible format, but also because of consumers' willingness to respond to these ads."
The website wrote up another report, this one by Advertiser Perceptions, which found that travel advertisers who planned to increase mobile and digital video spending were outnumbering those who did not. In spring 2013 when the report was released, 71 percent planned on increasing spending on mobile ads and 62 percent would do the same on online videos.
Travel-related ads one of the first to see big tablet success
Generally, tablets may be the best place for mobile video ads, as eMarketer reported on a study by Adfonic, which found the tablet's share of mobile ads climbed from 9 percent at the end of the second quarter in 2012 to 14 percent at the end of the fourth quarter of the year.