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News, Articles and Trends about Online Video Advertising
Catch up on the latest news, articles, trends and technology developments related to web video advertising, online video advertising best practices, and digital video advertising platforms, and video advertising trends including news about successful web video ad campaigns, video advertising technologies and companies, tips for creating successful online video ad campaigns, and trends in online video advertising content and video ad consumption.
With a core target audience of males, aged 25, Ruffles has moved nearly 100 percent of its marketing budget to web video advertising. In fact, the PepsiCo potato chip brand is spending more money producing video content today than when the marketing mix consisted of mainly television spots. Ruffles has created a mix of video series, :15-second digital video spots and social media content. The brand believes the move to online video advertising has helped increase US sales.
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Web video advertising contributes to an average 1.1 percent increase in purchase intent according to a Millward Brown Digital study. Video ads have the potential display robust content in a sophisticated way that can personalize the retail experiences. Most advertisers have not tapped into the personalized video ad experience.
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The availability of web video advertising inventory helped video ad views grow 23 percent during Q3 2014. Freewheel's "Q3 2014 Video Monetization Report" also found that the availability of online sports events has also enabled the growth of online video advertising availability. Twenty-one percent of all video ad views can be attributed to live video programming.
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Yahoo's acquisition of BrightRoll is a strategic stake in web video advertising. The goal is to accelerate the growth of online video within BrightRoll and the Yahoo portal. BrightRoll seeks to grow globally and standardize programmatic video advertising buying. With Yahoo's investment, BrightRoll believes it can standardized cross-device video ad inventory, making it simple and easy to measure.
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The Interactive Advertising Bureau's (IAB) new Digital Video Center of Excellence will focus on an array of web video advertising initiatives. This new division will produce video research projects, develop online video advertising case studies, create technical standards, and develop general best practices. Peter Naylor, an SVP at Hulu, will helm the Digital Video Center of Excellence.
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According to Forrester's ForecastView, digital advertising will overtake traditional TV buys by 2016. The increase in budget for web video advertising can be attributed to new dedicated ad networks that have delivered measured results to marketers. Due to the improved economy, advertisers have more budget to spend. Additionally, advertisers are comfortable with moving budget to digital video because the format has proven it works.
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More companies are dedicating budget to web video advertising campaigns. Representing a range of business verticals including hospitality, financial services, auto, entertainment, and travel, Videology released data associated with Q3 2014 digital video ad efforts. One-third of all video ad campaigns were cross-platform, an increase of 59 percent over Q2 efforts. The average video ad spot is :15-seconds, with thirty-five percent of video ads running at :30-seconds.
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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.
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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.
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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.
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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.
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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.
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The Wall Street Journal's CMO Today Blog - Steven Perlberg
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.
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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.
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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.
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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.
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The Wall Street Journal's CMO Today Blog - Jack Marshall
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.
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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.
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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.
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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.
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