While Cyber Monday has a relatively short history, providing marketers with scant perspective on which to draw, its incredible growth implies that retailers without a solid Cyber Monday strategy better prepare for a long, cold winter.
With Black Friday and Cyber Monday just days away, online video advertising should be kicking into full gear for the online holiday shopping season. Marketers would be wise to customize ads for the device, because those type of ads drive the best results. That's the finding of a just-completed study from video advertising firm Innovid that analyzed video ad engagement across screens using Crackle's network of online TV and movie viewers.
Nothing quite beats the impact of sight, sound and motion. To hear the Video Commerce Consortium tell it, using video ads is the easiest way to get products flying off your shelves. Like most marketers, however, you're equally intrigued by the opportunity as you are skeptical of the claims. That's wise, because video ads alone won't meet your business goals. You need to have all the right pieces in the right places -- a rarity in many of today's video campaigns. Here are six tips to achieve a successful campaign.
Online media ad revenue is on a path to steamroll TV ad spend. Or so says Forrester Research in a new forecast predicting that by 2019 marketers will spend more than $103 billion on online video ads, search marketing, display advertising, social media marketing, and email marketing. That amount spent on digital media will surpass the spend for broadcast and cable TV combined, Forrester has said.
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.
The New York Times recently ran "The Unrepentant Bootlegger," an article profiling a video pirate. (OK, so between bootlegging and piracy, we are already mixing metaphors.) The article seemed at first like an attempt at profiling wrapped in a cautionary tale. Piracy (or bootlegging) may seem thrilling, kids, but this is how you are likely to end up: doing a little time, in debt, and now working in HR. (For some, not that different than going to college.)
Q3 2014 was a watershed moment for branded video, as audiences watched it 2.9 billion times during this timeframe largely because of World Cup mania and the influx of new smartphone ads. But branded video also reached its apex last quarter because of the unparalleled creativity we are seeing from forward-thinking brands and agencies that want more immersive ways to share their stories with consumers.
Business-to-business marketers need to be making online videos -- one of the most powerful marketing tools at their disposal, according to a new report from the Content Marketing Institute.
The walled television garden -- complete with surrogate-demo targeting, program ratings representing ad viewing, and over-cluttered ad pods that send viewers away -- is now leaking ad dollars. T/V (television/video) is already a unified ecosystem. And now programmatic T/V appears. Will it support or threaten traditional television providers? Let's consider how to turn the challenge of programmatic T/V into an opportunity.
With Tumblr's recent video launch, multichannel networks jockeying for YouTube "stars," Facebook, Twitter and others' advanced video products, and the ascension of digital video consumption, it appears difficult for analysts to find meaning outside of the implications for YouTube -- currently the dominant, indisputable leader in this space by virtually any measure. But the problem with framing everything against a revenue model is that it completely misses the question of solving a consumer problem.