- Video Revolution: Staying One Step Ahead Of Cord-Cutters And Cord-Nevers in
Video Insider on
11/19/2014
It's clear that consumers are watching more content on-demand than ever, yet most video publishers and marketers don't seem to notice. Regardless of whether they've taken the plunge to eliminate their
cable bill, or simply subscribe to a free or paid streaming service, consumers are choosing to consume content in a different way. This behavior is even more prevalent among 18- to 34-year-olds who
have grown up with technology. In fact there is an entire generation of Millennials who are in jeopardy of being cord-cutter (or cord-nevers) once they become responsible for their own cable bill.
- Cross-Platform Video: Back To Basics in
Video Insider on
10/15/2014
If you haven't been keeping up with the news regarding cross-platform video buying, it really is time to take note. Cross-platform buying is on the rise and here to stay. So what can you do as a
publisher or marketer to take advantage of this growing opportunity? Before anything else, we as an industry need to nail the basics.
- Micro-Video: Catering To On-the-Go Consumers in
Video Insider on
09/16/2014
With the evolution of new video platforms such as Vine and Instagram, the ability to skip an ad after five seconds on YouTube, and the proliferation of smart mobile devices, consumers (including
myself) are beginning to see even 15 seconds as too long, let alone 30 seconds. So what do you do if you're not hitting the sweet spot for the effective 30-second ad? There is a huge opportunity for
marketers and publishers to embrace micro-video ads, particularly when the core content message is whittled down to one minute or less. Whether it's the 6-second spot on Vine or the 15-second spot on
Instagram, marketers are being challenged to create more concise messages to engage consumers, especially via mobile or when they are on-the-go.
- Video Programmatic Advertising: More Risky Than You Think? in
Video Insider on
08/26/2014
Programmatic advertising has gotten a lot of press recently. Many companies in the category are getting funded by VCs, and one has even become publicly traded. There are aspects of programmatic buying
that are compelling, but many pitfalls exist, especially when it involves video programmatic buying in open exchanges.
- Auto-Play Videos: The Silent Killer in
Video Insider on
06/26/2014
The topic of auto-play versus click-to-play for online video is picking up steam again, especially with the proliferation of programmatic ad buying. It concerns me that auto-play video is evolving
into the industry norm, as it ultimately damages the brands of publishers and marketers alike.
- Unified Reporting For Video: Beyond Scotch-Tape & Glue in
Video Insider on
05/20/2014
Advertisers and publishers alike are embracing the concept of multiplatform video campaigns, and both face a major industry challenge: unified reporting across these myriad screens. When a single
video piece runs across multiple digital platforms such as online, mobile, YouTube, Roku, Apple TV and out-of-home (movie theaters, stadiums), the post-play reporting is not one but many, with
different methodologies and measurement metrics. Advertisers and publishers are forced to scotch-tape or glue them into one usable report.
- Video Call-To-Action: How To Make It Count in
Video Insider on
04/24/2014
My latest obsession is finding new and interesting ways to create a call-to-action from video, particularly in multiplatform environments. Why is a call-to-action so desirable and important?
Advertisers need to prove the value of marketing budgets, publishers need to drive traffic to other destinations where they can monetize their audience, and distributors need to demonstrate the value
of their platforms -- including online, in-home and away from home.
- Native Advertising And Video: How To Avoid The Skip Button in
Video Insider on
03/18/2014
Native advertising is taking the advertising industry by storm, and among the many possible execution strategies for brands and publishers, video is proving to be a far-reaching and highly effective
way to go native.
- Video Strategy: Life Beyond YouTube in
Video Insider on
01/16/2014
Many marketers rely too heavily on YouTube to anchor their video strategy, focusing only on eyeballs and unified analytics. They are missing growing opportunities in the broader video marketplace.