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
How Nielsen's OCR Will Impact Digital Video Advertising
For decades, the gross rating point (GRP) metric has been used in television advertising to calculate campaign exposure with respect to reach and frequency against a target demographic audience. GRPs are now available for digital video advertising through Nielsen online campaign ratings (OCR). The ad industry had been pushing for the ability to compare TV buys to digital video -- and it's finally arrived, opening the door to a new kind of conversation between TV and digital buyers.» 4 Comments
Video Quality Troubles Continue, Viewer Tolerance Lessens
Consumers have high expectations for video quality, and they don't differentiate or make exceptions for the delivery mechanism, according to a slate of new research. What's more, viewers are increasingly less tolerant of any video problems they encounter.» 0 Comments
Young Twentysomethings Watch More TV Online Than Via Cable
Advertisers and video providers, take note: The younger generation spends more screen time watching online video sources than TV, according to new data from research firm The Diffusion Group. The so-called "Late Millenials" group between the ages of 18 to 24 prefers online TV. This group spends about 33% of their TV time watching TV online and 29% watching via broadcast and cable.» 2 Comments
Buying Video Across Screens: Modus Interruptus
The advertising world is abuzz about the emergence of cross-screen audience buying for video. And they should be -- whether through custom design or programmatic, there's a plethora of opportunities here for brands. That said, one thing I've noticed missing from the dialogue is new thinking about this experience from the consumer point of view. And that's because despite the new opportunities here, traditional TV is still driving the advertiser mindset. As cross-screen buying becomes more of a reality, brands and agencies need to ask themselves what sort of experience might be better suited to these different channels with different ...» 0 Comments
Five Ways To Get Great Performances In Branded Videos
The days of the yearly half-million dollar TV spot are dwindling. The trend toward nimble, efficient content production continues. However, there's one cost that's remained rather constant: talent. Celebrities are still just as expensive (if not more so), and professional union talent comes with a price. Brands often look to alternative on-screen talent to bolster their content. We're seeing everything from experts in a given field, to internal company representatives, to up-and-coming personalities, athletes, and musicians -- all of whom may have little or no on-screen experience. So how do you get the best, most natural performances from people who ...» 2 Comments
March Madness Is Golden Opportunity For Advertisers
In the U.S., the Super Bowl is the supreme sporting event for advertisers. It captures the biggest captive television audience of the year; in 2014, 111.5 million viewers watched the game. The result of this viewership, however, is the most expensive ad space in the world -- averaging $4 million for a 30-second spot -- and an extremely competitive environment. Just one month later, though, there is another sporting event with similar levels of viewership and more room to make a huge impact in online video: March Madness.» 0 Comments
Product Videos Boost ROI, Intent To Purchase
Oh, video, what can't you do? Every dawn brings a new report on video's capabilities, it seems. Video can brand, it can drive ROI, it can boost purchases, it can scale tall buildings in a single bound. OK, all kidding aside, new data underscores the specific usefulness of product videos as a key element in a content marketing strategy.» 2 Comments
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