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.
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 …
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 …
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.
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.
It seems to be on every video buyer's mind, and we hear it often from clients eager to enter wisely into the mobile video arena: What's the right media mix across devices? Should we focus our efforts on smartphones, because they have massive reach and more consistent daily usage patterns? Or on tablets, because they have bigger screens and, in many ways, replicate the TV viewing experience? When should we consider both?
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.
Outdated benchmarks don't tell the full story about a product. Just as very few people would ever make horsepower-hour the basis for buying a car, "viewability" doesn't present the complete story about the effectiveness of online video advertisements. A horsepower-hour was useful for telling people who were accustomed to work animals how much utility they'd get out of a steam engine. Most automotive buyers today wouldn't find that to be a helpful comparison.
Marketers have long cited the shortage of inventory as one of the critical hurdles in the online video advertising business, but there are signs that inventory is expanding, at least when it comes to the programmatic buying market. The amount of pre-roll inventory for programmatic advertising in the United States more than doubled during the fourth quarter, according to video ad platform TubeMogul's just released report, citing a 112% rise in inventory during that time period.
You've probably heard the term earned media being tossed around a lot these day. It's all the rage in CMO offices the world over. For some CMOs, earned media is just another way to extract incremental media efficiencies through exposures above and beyond what it is that they've paid for. For others, it is a means to enhanced marketing effectiveness through consumer engagement. But for a large percentage of CMOs, earned media has remained a mystery or at least something that should not be relied on for predictable outcomes. It's time to debunk that myth. Earned media is not random. …