Can Marissa Mayer Be Brandon Tartikoff?
The complaints from content creators about YouTube's revenue sharing structure are well-documented. And as Peter Kafka and Karen Swisher wrote in Re/Code, "having the giant YouTube dominate the online video space is frightening to many," including advertisers and producers. So Yahoo's recent announcement about developing its own high-end content programming, and the reports about its moves to acquire some YouTube stars and/or MCNs, should come as no surprise. Nor should the backlash.» 1 Comments
The Age Of The 5-Second Hook
The 5-Second Hook is a simple concept, but an entirely new consideration for advertisers. The rise of native advertising and YouTube's TrueView has made the "skip" button a ubiquitous artifact in online video viewing. As more and more publications have attempted to monetize content online (especially in the shrinking print industry), the use of interstitial video ads has exploded. Typically, the user has to watch at least 5 seconds of video before being allowed to skip. This little window of time is precious.» 2 Comments
Two-Thirds of New TV Show Viewers Search for Show First
The multiscreen viewer truly does exist. Crossover between television viewing and online video watching is growing as TV viewers increasingly rely on digital outlets for engagement around TV-related content, according to new research from Google.» 1 Comments
Publishers And The Cross-screen Conundrum
One of the hottest topics in media today is cross-screen advertising. While the technical capabilities are somewhat nascent, the concept is receiving tremendous attention from marketers, who are challenging agencies to take advantage of the immediate opportunity. But what about the publisher perspective? For publishers, cross-screen means considering things like monetization, content distribution, measurement, and form factor, and then determining how each is affected by screen proliferation. I've attempted to outline a few considerations for publishers, so that they can enter carefully but confidently into the other side of the cross-screen equation.» 0 Comments
Taco Bell Fires Another Shot In The Breakfast War With McDonald's And Shows Its Chops
Can Taco Bell dethrone McDonald's in the world of fast food breakfasts? It's too early to tell if the Tex-Mex brand can snatch market share from its much larger rival, but Taco Bell is making a powerful case for its marketing prowess with its latest efforts.» 2 Comments
Ad Fraudsters Are Clever; Only United Front By Advertisers, Publishers And Tech Can Stop Them
As long as brand advertisers and their agencies define ROI as "more ad impressions for lower cost" they will continue to buy cheaper and cheaper ad inventory. That inevitably means there will be "dirty" or fraudulent inventory.» 0 Comments
Consumers Who Watch Product Videos Spend More on the Product
If a brand isn't offering product videos on its website, it's missing a potential marketing and engagement opportunity. About 90% of consumers watch online videos, and online shoppers are nearly twice as likely to make a purchase than consumers who do not view video, according to new research from video marketing firm Invodo.» 1 Comments
Context Or Content?
In location-based video advertising, context is more important than content. There, I said it. I get flack every time I say that. There's this perception that if we can make a really, really good video ad, it will "go viral," and then people are going to share it all over the place after they initially see it while they're out and about, and our work is done. Location-based video advertisers needs to take a cue from online advertising and understand that great content doesn't do much if it's not seen by the right people at the right time.» 1 Comments
2014: The Year Of The Nonprofit In Branded Video
Every year, we see new creative trends emerge. In 2014, viewers have made it clear that they want as many tear-jerking videos as brands can produce. While any brand can create this type of video, the demand for emotional storytelling -- be in heartwarming or heartbreaking -- is especially opportune for nonprofits.» 0 Comments
New Viewability Guidelines Bring Much-Needed Third Dimension To Ad Buying
The Media Research Council (MRC) and the IAB this week issued viewable impressions guidelines for both static display and video ads: for the former, 50% of pixels in view for at least one continuous second; for the latter, 50% of pixels in view for two seconds. In a world where advertisers and audiences are considering "TV" (Television) more and more as the broader descriptor of "T/V" (Television/Video), this new standard for minimum video viewability brings the largest single pool of ad buying dollars under the microscope. Traditional, linear television has never had a viewability standard.» 3 Comments
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