Time With Video Underscores Need For Fine-Tuned Cross-Media Placements

by Daisy Whitney, Feb 28, 2013, 12:28 PM

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The amount of time spent watching digital video on mobile phones and tablets doubled in 2012, and about one-third of the total time spent watching video on tablets last quarter was devoted to premium, long-form content.

Those are among some of the key findings from Ooyala’s just-released year-end report on video consumption. The growth in second-screen usage underscores the need for cross-media campaigns, but also the need for nuanced strategies to integrate and connect ads across those platforms. The Ooyala report, coupled with recent research from o highlight some of the ways the industry can approach online video technology firm Videology cross-pollination to drive maximum results.

“It isn’t enough to just put your content online anymore. You need to know where it’s being watched in real time—to maximize engagement and digital revenue,” Ooyala said. “Smart video publishers will deliver streaming media to tablets and phones that is personalized for each viewer, screen, time, and location.”

Part of that personalization comes in targeting and retargeting of ads via the venue. Online video technology firm Videology shared a case study showing that consumers exposed to a campaign across both online video and TV had ad recall rates of 64% compared to 54% for those who only saw the ads on TV. The combo also drove purchase intent, Videology said, with “action conversion rates” rising by 40% for the group exposed to both. Action conversion refers to intent to purchase activities such as searching for a store location, filling out a registration form, or downloading a coupon.

But how much do you need to cross pollinate? Videology said the optimal cross-screen frequency is seven to ten times on both video and TV. Videology, of course, has a vested interest in this type of media mix modeling. Its TV Amplifier product uses Nielsen’s cross-platform data to retarget those exposed to an ad on TV with digital video to increase frequency, and then retargets to those who haven’t seen the TV ad to increase reach.

Even so, this sort of cross-platform marketing simply makes sense, but it can also be refined another level when taking into account overall consumption habits. For instance, given that viewers are watching more long-form content (long-form video viewing on tablets rose 37% from the first quarter to the fourth quarter), that shift presents more opportunities to deliver them mid-roll ads. “Smart video publishers will optimize the placement and frequency of their ads to ensure high brand engagement—and higher ad revenues—across all devices,” Ooyala said.

But mobile video viewers were the least engaged, so Ooyala suggests marketers consider adding more pre-roll ads and inserting mid-roll ads earlier in the mobile stream to maximize views and revenues on mobile phones.

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