Video Ad Network Category
Posted on Mar 10, 2014 by YuMe
As consumers continue to view content on their televisions, smartphones and laptops, the marketing and advertising arms of many companies have come to understand that creating campaigns around one single medium will no longer suffice. Businesses now must develop digital video advertising strategies around each platform individually, as well as ones that translate across all three.
As a result, multiscreen video advertising initiatives are becoming a major focus for businesses looking to expand their reach and take advantage of technologies that allow them to connect with more consumers than ever.
eMarketer, citing a 2013 joint poll conducted by Nielsen and the Association of National Advertisers, stated that for two-thirds of marketers surveyed, 25 percent of their advertising budgets are devoted to multiscreen deployments. In the next two years, 72 percent of marketers are expecting their entire media budgets to go toward advertising initiatives across multiple platforms.
Allvoices wrote that at the upcoming ad:tech San Francisco expo, a number of sessions will be devoted to increasing consumer reach through the use of multiscreen video advertising strategies.
"We can reach consumers no matter where they are, whether they're on their mobile phone first thing in the morning, or watching on the iPad while the game is on the big screen, or if they're watching something on the phone while they're standing in line at the grocery store," Michael O'Brien, vice president of sales at E.W. Scripps, said in an interview with TVNewsCheck.
It goes without saying that advancements in technology have forced the advertising world to be more creative in its approach to reaching both new and existing consumers. And with the right multiscreen video advertising plan in place, a company could potentially reap huge benefits deploying a successful campaign.
Posted on Mar 9, 2014 by YuMe
These days, there doesn't seem to be a segment of society that hasn't been changed by technology. And when it comes to advertising, companies now have the ability to reach consumers without solely relying on TV and radio spots, but through smartphones, tablets and other electronic devices.
No matter the industry, to survive and thrive, companies now have to add digital deployment into their marketing and advertising plans. According to a recent eMarketer article, the automotive industry is beginning to take advantage of Internet video advertising to sell more cars.
Single Throw Marketing suggests that auto brands can benefit greatly from the use of video ad strategies because most potential car buyers want to see a vehicle before they actually consider making a purchase. The company also found that automotive companies – whether manufacturers or dealers – that adopt a more visual approach in pitching their products to consumers can increase brand awareness and grow sales.
Citing a recent survey conducted by three separate companies, eMarketer reported that 34 percent of consumers polled stated that video ads appearing on their smartphones and tablets were what began the car-buying process for them, and they started to look deeper into purchasing a new vehicle as a result of these ads. Another survey cited by the website found that 81 percent of those looking to buy a new car did research on their smartphones, and 61 percent used their devices while visiting a dealership.
It's worth noting that those polled in the studies cited by eMarketer were young adults who were looking to potentially buy their first car or who were in the market for low monthly payments at the expense of signing a longer financing contract.
Through the use of mobile video advertising, the automotive industry now has a valuable tool at its disposal to reach a broader number of consumers.
Posted on Mar 4, 2014 by YuMe
As more people around the world transition from traditional television watching to viewing content online, many companies have adjusted their marketing and advertising strategies to keep pace with this switch in consumer behavior. As such, Internet ad sales reached $40 billion in 2013 according to USA Today.
The Newspaper reveals a closer look at the marketplace which shows that Internet video advertising is actually being split into two separate markets: short-form videos and long-form content.
Programmatic ad buying is associated with short-form content, which is defined as video clips that are up to five minutes in length. These are among the least expensive online advertising videos. Costs are kept low because software is used to buy the ads, thus removing the human element from the buying and selling process, and making the system itself more efficient. Content of this kind accounted for a 22 percent year-over-year growth in terms of views, according to FreeWheel's "Video Monetization Report."
"There's pressure on all channels to go programmatic, even though it's still a small piece of the overall digital ad marketplace," Bill Wise, director and CEO of Mediaocean, told USA Today.
However, long-form content ads attached to live television events and movies are still traditional business-to-business transactions negotiated by people. These saw an 86 percent viewership growth between Q4 2012 and the last quarter of 2013.
The biggest contributing factor to the growth of online video advertising – whether short-form or long-form – appears to be connected to an increase in mobile device usage, but more specifically, tablets.
"The tablet has become a mini-TV set," Doug Knopper, co-founder and co-CEO of FreeWheel TV, told USA Today in a separate article.
Freewheel noted that online video ads viewed on tablets tripled in Q4 2013 and appear to be growing 10 times faster than advertisements created for desktop PCs.
Posted on Feb 25, 2014 by YuMe
Video advertising online continues to grow due to the advantage of personalization and interactivity for the consumer that differs from the linear model native to traditional television advertising. Additionally, as more consumers around the world access content via smartphones, tablets, laptops and other personal electronic devices, online video advertising can reach audiences on a much broader scale than television ever could.
It is because of these factors that a recent Visible Measures report revealed that branded video views grew to 2.7 billion in the fourth quarter of 2013,a 58 percent jump in viewership from Q3.
Much of this increase is attributable to the end-of-year holiday shopping season, which helped branded content viewership experience a 51 percent jump in growth compared to Q4 2012. The electronics industry ranked No. 1 in the branded video vertical, with electronic products garnering 365 million views alone, according to eMarketer. Other popular verticals included automotive, which achieved 308 million views; travel & lodging, 270 million views; online services, 223 million views; and apparel and accessories, 205 million views.
Despite the gaudy viewership numbers, because online video advertising, coupled with branded content, is somewhat new to the digital advertising marketplace, it's difficult to assess the success or failure of a mobile video advertising campaign.
Rob Norman, chief digital officer at GroupM, stated in an interview with Beet.TV that with branded content, advertisers pay for the privilege of placing the content in front of the consumer, instead of expecting some sort of guaranteed outcome with regard to buying decisions. Norman also offered advice for companies investing in branded video as a way to attract potential customers.
"Make sure the first five or six seconds are really, really good," he said. "So that the pre-skippable [part] at least leaves some imprint on someone's mind, even if they don't carry on watching it."
Posted on Feb 24, 2014 by YuMe
As online video advertising continues to grow, a new trade organization has emerged at the forefront: the Global Online Video Association. The primary goal of this nonprofit organization – whose announcement came at the opening of Social Media Week – is to bring more marketing dollars to the digital video advertising medium.
GOVA is composed of nine multichannel networks that do business on YouTube: Big Frame, BroadbandTV, Collective Digital Studio, DECA, Discovery's Revision3, Fullscreen, Magnet Media, Maker Studios and MiTu Networks. Paul Kontonis, Collective Digital Studio's senior vice president of strategy and a respected voice in the online video advertising marketplace, will serve as GOVA's executive director.
"All these companies were formerly defined by just having a bunch of channels on YouTube," Kontonis told Adweek. "Now, they've all become major digital media companies … And they need a group like GOVA to protect their interests."
The online video advertising industry is not foreign to the idea of trade groups. The Interactive Advertising Bureau is a collection of more than 600 media and technology companies, which account for 86 percent of digital video advertising in the United States. The Online Publishers Association is made up of 54 well-known media brands involved in online advertising and media consumption research.
But Jason Krebs, who serves as sales chief at Maker Studios, tells Adweek that GOVA is a necessary group because, "the video world is just different."
"Everything from creation to consumption to how marketers should interact with users to the technology, it's different," added Krebs. "This is really about helping members to navigate the ecosystem. We felt it was the right time to make sure we are driving the industry forward."
GOVA will also look to extend its influence across multiple digital video platforms, including Amazon, Hulu and Xbox.
Posted on Feb 21, 2014 by YuMe
As technology continues to show advancement across a number of digital platforms, connected TVs are increasingly gaining in popularity across the United States. According to a recent study conducted by The Diffusion Group – a collection of research analysts and industry advisors who study the way consumers interact with entertainment services and technologies - a little more than 60 percent of U.S. households with broadband service have at least one television connected to the Internet. Last year, that number was 53 percent.
By the year 2018, more than 759 million televisions worldwide will be connected to the Internet, according to Business Insider citing a Digital TV Research report.
Smart TVs, or any television connected to a Roku, Chromecast, Apple TV or video game console, broadly defines what connected TV is, and streaming devices such as these make up the majority of households who have unwittingly adopted the technology. Many consumers use these devices to stream video and audio content from providers such as Hulu, Netflix and Pandora.
Connected TVs appear to be on the verge of making the traditional television watching experience obsolete by offering consumers more control over what programs or movies they want to watch, as well as providing an alternative method of listening to music and viewing photos.
"We are nearing or at that breaking point where the growing use of broadband-based sources simply chips away at time once spent using traditional sources," says Michael Greeson, president and director of research at The Diffusion Group. "This is hardly a radical argument, and made all the more inevitable given these new findings."
Television viewing has changed from channel surfing to now being able to go directly to the content you want to see whenever you choose. As connected TVs are adopted by more consumers, the traditional television viewing experience will slowly become a thing of the past.
Posted on Feb 20, 2014 by YuMe
In a survey of 200 senior-level marketers and agency decision-makers with a minimum digital spend budget of $2 million last year, both groups expect digital video advertising to grow in 2014, according to a recent report by Conversant. Agencies are expected to see a 20 percent rise in digital spend this year, while brand marketers expect a 38 percent increase.
Despite these significant growth numbers, both marketers and agencies are expected to increase spending on proven digital video advertising channels while spending a much smaller amount on unproven tactics.
For businesses both large and small, video spending will continue to grow as 61 percent of marketing and advertising decision-makers say their 2014 digital plans include this channel in their strategy. Cross-device spending will also see growth as 59 percent of advertisers plan to invest more money in this area. Other channels expected to show an increase include display banners (57 percent) – most commonly used by small businesses for advertising purposes – and affiliate marketing (32 percent).
Other key findings in the Conversant report include 73 percent of marketers feel personal, one-to-one digital marketing is the wave of the future. However, agencies have differing opinions on the effectiveness of personalization. Nearly 44 percent of marketers strongly agree that personalized messages, as opposed to mass messages, are more effective in digital marketing. However, with relation to agencies, only 30 percent believe personalization is an effective marketing tool within the digital space.
Finally, real-time bidding – a new method of selling and buying online video advertising in real time – is expected to be an important strategy for those companies with digital spending budgets greater than $10 million. It is expected that 45 percent of budgets will go toward real-time bidding.
Both marketers and agencies would be wise to pay attention to the current digital video advertising trends helping to drive business. Whether video advertising, personalized marketing or real-time bidding, all of these can help you make the most of your marketing strategies and attract more customers.
Posted on Feb 10, 2014 by YuMe
Looking for meaningful statistics and measurements for an online video ad campaign is something every business should be doing, but few are actually undertaking correctly. Don Willmott wrote on OnlineVideo.net that there no universally agreed-upon way to measure the impact of online video. He spoke with Jonah Goodhart, who told him that the video industry will not grow as quickly as it should until measurement happens across the board.
Goodhart said there is currently no standard measurement of success in the online video realm, and brands need to figure out how they can spend their money in a way that will get them the best return on investment. Currently, 25 percent of online marketing is focused on branding, he said, even though it makes up 67 percent of ad spending across the world.
Analytics professional Noreen Hafez said one measurement that could be useful is the play -through rate, which can show businesses how many people watch a video once it loads. Fifteen seconds is the current average time people will watch a video before cutting it off.
"Our research shows that the play-through rate is a very meaningful metric," Hafez told Willmott. "We know that correlates with the attention span of the viewer. We also know that it correlates with the loyalty of the viewer to that website. Further, we know that it's related to the perceived value (and level of interest) of the viewer in watching the content itself. We also have quantitative evidence that viewers will play through an ad with greater patience, since they view it as implicit payment for the content."
Looking at the campaign holistically
There are common metrics and measurements companies utilize, according to a study, eMarketer cited. The most popular is impressions, which 86.5 percent of brands look at, followed by clicks, which are monitored by 82.7 percent, and 71.2 percent look at completion rates. However, eMarketer noted that just because there is a data set or metric that is widely utilized does not mean that it will work for every business. Each organization needs to figure out the analytics that will show what is working for their online video ad campaigns and which areas may need some adjustments.
Willmott gave some other ideas for what online video advertisers can do to make sure their campaign is working, including looking at conversion rates, how search engines are picking up the video and perhaps most importantly for the future, whether videos are shared.
"In our social media-centric world, a share indicates that the ad in question was engaging enough to inspire the viewer to take action, and with viewers doing some of your work for you, you can yield a better ROI," Willmott wrote. "Following a pass-along from one site to another can also give you insight about which sites work best for your message and content."
However, Goodhart told Willmott that sharing cannot be the end-all be-all of a video's measurement of success. Ads can still be effective if they are not widely shared, but this is an important area of the industry to keep an eye on moving forward.
Posted on Dec 10, 2013 by YuMe
The popularity of pay TV is starting to slip, something Wayne Friedman called "cord cutting" or "cord thinning" on MediaPost. Seventeen percent of pay TV customers, which is about 90 percent of U.S. TV-watching homes, either trimmed down on their services or cut them out completely in the third quarter of 2013, according to Digitalsmiths. This is up from 13.4 percent in the first quarter and 14 percent in the second quarter. Organizations may want to take notice and start investing in online video ads.
Research from the company also found that 34 percent of these households said the may consider changing their pay TV company in the near future. About 7 percent are planning on shifting away from their cable, satellite and telco company and 3 percent want to cut their service altogether. Another 2 percent are looking to switch to a third-party app or service.
Other numbers from this report show:
While we are likely a long way from the death of pay TV, advertisers should take these numbers as a signal that there are now more eyes than ever on mobile and online platforms. Simply putting ads on TV may be a good way to fall behind the competition these days.
Online ad revenue continues its ascent
Sherrill Mane, senior vice president of research, analytics and measurement at the IAB, said a big reason for this was the excitement consumers now have for mobile, and marketers are starting to realize where the crowds are migrating. Mobile ad revenue for the first half the year was a 145 percent increase from the same time last year and totaled $3 billion.
This is the fifth year in a row of online ad revenue growing. The advent of social media, video and mobile devices has made it much easier for advertisers to start moving online and for consumers to use these platforms. In fact, online video ad revenue was $1.3 billion for the first half of the year, a 24 percent increase from 2012. Mane said video captures the imagination of big brands and customers alike.
Adding to the lust for online video ads are numbers from another IAB study, this one in conjunction with Nielsen, which found that 58 percent of the U.S. population is now streaming. This is a 38 percent increase from five years ago, providing a huge opportunity for businesses everywhere that want to reach niche markets, as they seem to resonate more with all users.
"Online video ads score higher impact than TV ads on Nielsen measured metrics," the IAB report said. "Metrics are general recall, brand recall, message recall and ad likability."
As far as message recall is concerned, 40 percent of those who watch an online video ad remember the message compared with 20 percent of those who watch TV ads. The writing is on the wall: Online ads are here to stay and will likely work better than standard TV ads.
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.