There was a ton of buzz around "Fifty Shades of Grey" in almost every stage of its development, from the moment the cast was announced to the the film's first teasers (which have generated more than 380 million views.) Three brands leveraged the excitement around the film's release with their own content.
The lines between what we watch on TV, desktop and mobile devices continue to blur, with audiences consuming video of ever-increasing quality at greater rates. So why does a massive gap remain between TV and digital video spending? The answer is simple: We've yet to standardize verification and viewability for video.
As the audience for digital video and the ads that come with it grows significantly year-over-year, marketers are becoming more sophisticated in the metrics they rely on to evaluate their campaigns. Advertising agencies ranked completed views, conversions, and brand lift as the three most important metrics in a digital video campaign, according to a just-released study from online video platform BrightRoll.
In 2015, we're expecting to see video making a stronger impact in the mobile space. Here is a look at the ways video is changing mobile advertising.
Video ad viewability has been a hot-button issue among advertisers and publishers over the last few years, especially as programmatic video buying has increased, bringing the topic to the forefront. With the fast rise in online video ad dollars comes the unfortunate side effect of ad fraud and bad traffic. But some relief is in sight for ad viewability woes, according to a just-released study by Integral Ad Science discussed by eMarketer.
The IAB is calling 2015 a "year of transition" as it recommends that advertisers seek 70% viewability during the year. But 2015 is more than a year of transition in terms of viewability. Viewability will be the defining advertising trend of 2015.
The dramatic shift in the way T/V (television/video) is distributed is driven by the explosive, Internet-enabled capacity to deliver television and video programming and advertising beyond the closed and proprietary channels of distribution that have contained it for years.
Mobile data traffic grew by 69% in 2014, and video accounts for most of that traffic. In fact, the amount of mobile video moving across networks surpassed 50% of mobile data traffic in 2012 and pushed past 55% by the end of last year, according to the latest report from Cisco that tracks worldwide mobile traffic. Within five years, nearly 75% of the content that moves across mobile networks will be video.
You can't argue with the fact that Super Bowl ads were markedly different this year. The $4.5 million price tag for a 30-second spot deterred many seasoned advertisers from participating. There were fewer auto brands advertising, and since they often produce some of the most memorable work, the tone of the advertising shifted.
Why is watching TV still considered a guilty pleasure, like eating junk food, even in this golden age of television? The "Media Diet" movement of the last couple of years takes online news, apps, and information websites seriously. Industry luminaries report, "Yes, I read The Atlantic online, Longreads, RealClear, and Zite..." and then add sheepishly, "Oh yes, and I also watch 'True Detective.'" Like, I eat my vegetables, but at the end the day I also eat a box of Oreos.