While the vast majority of digital advertising dollars continue to be spent on display ads, mobile and online video ads generated a disproportionate number of actions and a better return on marketers' investments. Online video advertisements represented only 4 percent of impressions, but accounted for more than 6 percent share of actions taken. The data also shows that social media advertising was the only medium that generated a share of actions that was less than impressions. Read the full article »
This year spending on online video advertising will increase by 41.9% in the U.S.. Advertising on Internet-Connected TVs including set-top boxes, smart TV's, and gaming consoles account for much of the growth in digital-video segment. Almost 60% of digital video viewers will use connected TVs in 2014, a figure that is projected to reach 90% by 2018. According to eMarketer analyst David Hallerman “ As audiences find it easier and easier to watch Internet-sourced content on their television sets, and as more and more content compels them to watch, the connected TV universe will offer marketers a unique blend of digital interactivity and TV’s big-screen power.” Read the full article »
Twitter confirmed this week that their one-click video advertising service is now open to advertisers and brands. Access to the more desirable video advertising format has been expanded beyond a limited number of early partners who have been able to use such easy-play videos since March.
The new way of showing video ads coincides with a Twitter redesign that continued to push a more visual experience focused on providing users with more engaging multimedia content. The move is great news for social video marketers who up until now have been limited to using six second Vine videos in order to offer a one-click experience to users. Read the full article »
The social media giant announced this week that its video spots are getting new interactive components intended to push video views for brands to new heights. The video services expand upon Facebook’s existing autoplay premium video ads program and the campaign measurement tools it provides.
The move is particularly good news for social video marketers at companies without the deep pockets of a Fortune 500 company. Newly available resources will now allow brands--big and small--to create standard video advertisements and deliver them only to the users most likely to engage with them. Read the full article »
The market for online video ads continues to grow rapidly as more advertisers shift their spending from TV to the web. Google unsurprisingly wants to own its share of this market. In order to court large brands who want to buy against premium online video content, the company today announced the launch of its own programmatic ad exchange for video ads under the name Google Partner Select.
Google argues that while publishers invest in premium, high-quality video content, this content isn’t always easy to access for advertisers. Google’s VP of display and video advertising products explains “Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want.” Almost by default, Google’s customers also want to buy their ads programmatically and spread their investment across multiple publishers while many content providers tend to sell directly to the brands that want to advertise around their content. Read the full article »
Digital video is one of the fastest growing formats for travel industry marketers in 2014.
According to eMarketer’s report “The U.S. Travel Industry 2014: Digital Ad Spending Forecast and Trends,” digital video advertising is expected to account for up to 30 percent of marketers’ total digital budgets by the end of 2014.
And that’s little surprise when considering that branded video content is the most watched type of travel-related video watched by U.S. travelers today. Read the full article »
Online video advertisements are growing as fast as publishers can offer inventory for them. Last year, the digital video advertising exploded. Over 35 billion video ads were viewed in the U.S. in December alone.
Why are video ads compelling to marketers?
In a new report from BI Intelligence we explore the key drivers of the skyrocketing growth of video ads, examine the cost and performance of the emerging digital ad format, and look at the major players that are shaping the industry. We also examine some of the recent questions that have arisen around viewability of video ads and determine how we believe the industry will grapple with these issues. Read the full article »
Using the JW6 Ads Platform, content owners will be able to gather audience data and tap into YuMe's network to serve targeted digital video advertisements.
Online video advertising company YuMe and JW Player (formerly LongTail Video) have partnered to create a solution that builds targeted video advertising into an online video player.
"This partnership gives us the best of both worlds -- content delivery from JW Player and better monetization and fill rates from YuMe," says David Moffly, chairman of Baeble Media. "More tightly integrated technologies are simply a win-win for us." Read the full article »
For brands trying to reach younger customers, online video marketing is a smart way to go. That’s one conclusion from “Marketing to Millennials: 5 Things Every Marketer Should Know,” a research report just released by the measurement experts at ComScore.
The report reveals some interesting challenges that marketers face when trying to make an impression on Millennials. They don't watch TV on a broadcast schedule, they skip video ads, and they want to view content on their own time. However, it's not all bad news for marketers.
The good news for brands trying to reach Millennials with online video ads: ComScore says Millennials are easier to target than other age groups. Targeted video advertisements aimed at Millennials are highly effective in reaching the right population. Read the full article »
In April 2014, almost 60% of the American population consumed online video content. So, it's no wonder, then, that companies like Pandora and Twitter are introducing video marketing capabilities to lure in brands and online video advertisers. Each site boasts a user base of more than 250 million people worldwide and what better way to reach these users than with branded online video.
According to YouTube’s Playbook for Brands, 700 YouTube videos are shared on Twitter every minute—that’s more than one million videos per day. Twitter understands that brands need better ways to reach target markets with online video content, so the social network has been testing new video features that may soon become available to a larger pool of advertisers. Read the full article »
Online advertisers are amping up their video advertising efforts to include brands in visual online media to better reach consumers across devices.
According to a new study from the Interactive Advertising Bureau, 65 percent of surveyed executives say they will spend more on digital video advertising over the next 12 months when compared to last year’s budget. In addition to upping video content spending, two-thirds of executives said they would take money normally allocated toward TV advertising to pay for their online efforts. Read the full article »
Latest Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers report shows video saw the largest leap in the first quarter of the year and represented 14.3 per cent of digital display dollars.
Online advertising is continuing on its rapid growth trajectory, recording a 17.1 per cent year-on-year expenditure increase in the first quarter of the year, the Interactive Advertising Bureau (IAB) reports.
The association’s latest Online Advertising Expenditure Report with PricewaterhouseCoopers valued total online advertising at $1.067bn for the three months to 31 March 2014, with general display advertising chalking up the strongest growth over the quarter at 27.5 per cent. This was followed by search and directories, with a 16.8 per cent increase.
Mobile advertising put in a strong performance, representing 21.5 per cent of digital display revenue during Q1, and up from 19.5 per recent in the last quarter of 2013. Mobile also accounted for 17.1 per cent of search revenues, a rise of 1 per cent on the previous quarter. In total, mobile advertising made up 15.3 per cent of total online advertising expenditure, compared to 14.3 per cent in the last quarter.
But it was video advertising that saw the largest leap, rising 55.7 per cent year-on-year to represent 14.3 per cent of the digital display dollars during over the quarter. Read the full article »
Two other merchants are also quietly testing the feature.
Following a sprinkling of ads from brands in other categories, Macy's is the first retailer to roll out Facebook's auto-play video ads within mobile newsfeeds, Adweek has learned. A rep for the department store giant revealed there were two other merchant brands testing the platform, but didn't disclose names.
Macy's ads—which are marked as sponsored—ran on Friday afternoon within Facebook's iPhone app at the top of the newsfeed and automatically began playing as users scrolled down the screen.
Two of the ads promoted online and in-store sales, and the other video showed off a new collection from designer Tommy Hilfiger and actress Zooey Deschanel. Read the full article »
The holy grail for marketers these days is having a video ad go viral. Not only does it provide the brand an enormous amount of free exposure, it also gives the team behind the ad major resume points for having "cracked the code" on making an ad a viral hit. However, the odds of an ad actually going viral are extremely long.
That's why a presentation I attended during IAB's NewFronts Insight Lunch last week, by Richard Kosinski, president of Unruly, really caught my attention. Unruly is a platform for social video marketing that helps agencies and advertisers get their videos watched and shared. Richard shared highlights of a new white paper, "The Science of Sharing 2014," which looked at the social performance of 14 different ads from Super Bowl XLVIII. Read the full article »
Some of the biggest names in Internet media have been gathering in New York City at the third annual Digital Content NewFronts, a pitch-a-thon where companies like Yahoo, AOL and Crackle — and, yes, The New York Times — trumpet their digital platforms to brands eager to reach consumers via online video ads.
According to the standard spiel, ads in this medium are alluring because they can be aimed at specific audiences. They can roll in front of content that people want to see. They exist in the digital space where coveted demographic groups are spending more time.
It’s an enticing portrait, but one that glosses over an essential question: Is anybody watching? Read the full article »
CEO of Publicis Ad-Buying Firm Gets Set for Pitches From Google, Yahoo and AOL
As chief executive of Starcom MediaVest Group, one of the world's biggest ad-buying firms, Laura Desmond is often courted by media outlets hoping for a share of the advertising budgets she oversees.
Her firm, which is owned by Paris-based Publicis Groupe SA, buys roughly $40 billon in ad time and space on behalf of marketers such as Procter & Gamble Co. and Coca-Cola Co.
This week Ms. Desmond will be the focus of even more attention than usual. Read the full article »