Thirty-five percent of the total Q3 2014 web video advertising campaigns consisted of multiscreen video ads. This is according to data obtained from Videology's platform. A multiscreen web video advertising campaign consists of video ads targeting PC/mobile or PC/mobile/connected TV users. Only 60 percent of campaigns were dedicated solely to digital video ads targeting computer devices. Read the full article »
While the new Adobe / Nielsen comprehensive, cross-platform measurement system is a boon for online video advertisers, perhaps digital video should be viewed by metrics different from traditional TV. The new analytics system, anticipated to be available in 2015, will measure audience reach. Viewer engagement is a key component of web video marketing. Adobe and Nielsen should consider developing metrics that can gauge viewer engagement. Read the full article »
Rich media ads that feature a web video advertising component generate a higher click-through rate (CTR) than static ads. Data from Adform found that globally rich media ads see a far higher level of audience engagement compared to stsatic ads. The averaged CTR for a rich media ad was 0.44 percent compared to 0.12 percent for static banners. Read the full article »
A new video ad from Facebook is in promotion of the social media network's Messenger app. The first online video ad may have been designed to temper backlash Facebook has endured for forcing users to move to download the Messenger app for mobile device usage. Read the full article »
A growing number of content options has changed the way advertisers purchase inventory to reach audiences. Online TV viewing has grown, due in part to technological advances along with flexibility and convenience. Web video advertising can target younger viewers who prefer to engage with content via digital appliances instead of television sets. Read the full article »
A new ratings product from Nielsen will give marketers deeper insight into the effectiveness of web video advertising. The measurement system is integrated with Adobe's digital analytics to measure digital video in a cross-platform capacity. Advertisers are hoping this new tool will fill in the measurement gap between television and online video viewing. Read the full article »
Every Time You Sang Along To 'Frozen,' You Capitulated To Disney’s Carefully Orchestrated Marketing Plans
Disney's "Frozen" comprised 44.2 percent of total online video advertising spots uploaded by one of the six major movie studies this year. Data from Unruly found that Disney's digital content actually peaked after the movie was released. Along with video ads, web users were searching for other content associated with the popular animation movie. Read the full article »
According to Mixpo, 53 percent of web publishers offer a native online video advertising solution. Native video ads are sought by marketers interested in engaging with viewers. Forty-seven percent of marketers are unsatisfied with the options current available to distribute native video ad content. Read the full article »
Online video advertising will reach viewers virally when the message emotionally resonates with the audience. Sometimes advertisers can create video ads that are a response to another company's marketing campaign. Viewers find this style of video ad to be entertaining. Read the full article »
Streaming video platform Roku seeks to offer online video advertising opportunities. The over-the-top product currently distributes content from over 1,800 partners through set-top boxes and digitally connected TVs. With an ability to access broad inventory, Roku has been building an advertising unit designed to help monetize content. Scale instead of specific scale or content will be a key element of Roku's video ad units. Read the full article »
As online video advertising matures, inventory becomes a premium. Many US political campaigns are discovering that the premium video ad inventory has been booked. Astute political strategists, especially in smaller population states, booked video ad inventory early to guarantee placement before the mid-term elections. The pre-video ad units on sites including YouTube, Yahoo and news outlets was among the first inventory to sell out. Read the full article »
Evolve's INGlide is a new online video advertising unit that will remain on a web page until a user views the video ad. Advertisers will only pay for inventory on ads that are viewed for more than 7.5 seconds. While the IAB's video ad viewability standard is only two seconds, Evolve is looking to double audience viewing time to increase the overall engagement and efficacy of video ads. Read the full article »
Autoplay web video advertising units are becoming more frequent. Web publishers, including Slate and Reuters, are integrating autoplay video ads that are activated when a visitors scrolls past the content. The online video ads give publishers the benefits of video CPMs without the need to produce video content. The ad units also help to satisfy ad buyer demands for viewable ads. Read the full article »
Brands including Netflix and Kellog have moved programmatic web video advertising roles in-house in order to quickly optimize campaigns. In-house programmatic functionalities also enable organizations to keep intellectual property details private. First-party data has also helped brands to improve the reach and targeting of video ads. Read the full article »
Yahoo's CEO Marissa Mayer believes web video advertising in a cornerstone for the future of digital advertising. The inherent benefits of being able to show and tell a story are some of the reasons why online video advertising will be a major ad format. Additionally, video ads easily integrate into websites, increasing the visibility of content marketing efforts. Read the full article »
According to research from Unruly Media, only 35 percent of virally shared online video ads contain strong brand messaging. If online video advertising is interesting, viewers will virally share the ads even if the video contains a definitive brand message. It may not be complicated to make the brand the center of web video content. Read the full article »
Allstate Corp. has moved twenty percent of its advertising budget to online video advertising. The insurance giant has shifted budget to digital video in order to reach consumers. In 2013, Allstate spent $641.14 million on advertising. Insurance is the ninth largest ad spend category in the United States. Read the full article »
Flipboard's brand advertising playbook has culled not only from print magazines but now TV as well.
The news-reading service will start testing full-screen web video ads in its magazine-like mobile apps on Monday. Woodford Reserve, Gucci, Chrysler, Conrad Hotels & Resorts, Sony Pictures' film "Fury," Principal Financial Group and Jack Daniel's are among the 10 brands first testing the online video ads. Read the full article »
Music-streaming service Spotify stepped into the web video ad game Monday, announcing plans to launch two online video advertising platforms optimized for mobile and desktop devices.
Spotify will now offer Video Takeover for desktop and Sponsored Sessions for mobile under its "Spotify for Brands" umbrella. Read the full article »
During the ongoing discussions about the future of net neutrality, one important aspect needs to be addressed: How will changes to the status quo affect the internet video advertising market?
Online video ads take up a good share of bandwidth themselves, and the speed at which they are delivered has just as much impact on the market for online video as the content against which they are placed. The same Internet pipes used to deliver entertainment content are used to deliver ads, often at the same time, and that has huge implications. They include... Read the full article »