When it comes to the Connected TV landscape, it truly is a wilderness out there.
Change in how we’re consuming media provides tremendous opportunity for both publishers and content creators looking to reach audiencea.
However, platform fragmentation and a myriad of technical and business constraints ensure that it’s never been so easy to get lost in the cost and complexity.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include website personalisation, email marketing, mobile paid search, mobile commerce among young men, online video and Samsung's growing popularity among Europeans.
For more digital marketing stats, check out our Internet Statistics Compendium.
Entertainment and FMCG brands dominated social video advertising in Q1, accounting for more than half (54%) of the total online ad shares.
Tech brands also performed well with 17% of total shares, but it proved to be a disappointing start to the year for the automotive sector (9%).
The data comes from the Unruly Analytics dashboard, which has tracked more than 329 billion video views across the social web.
FMCG video ad shares actually increased by a massive 78% compared to Q4 2012, attracting a quarter (25%) of the total online video shares in Q1 2013. Only the entertainment sector attracted more shares (29%).
Despite a growing convergence between TV and online advertising, only half of agencies (50%) currently plan their TV and digital video campaigns together.
However the situation is likely to improve, as more than two-thirds (67%) of those who don’t plan TV and digital video together indicated that they would begin to do so in the next 12 months.
The findings come from research by Adap.tv and AdMonsters into how publishers and agencies view online video.
One of the issues preventing a more joined up approach to online and offline video advertising could be the difficulties involved with measurement.
About 43% of agencies agree (7% strongly) that they simply don’t have the tools they need to enable truly unified planning and measurement of TV and video campaigns.
Most companies active on the web understand that speed matters and that slow can kill sales.
But while the impact of a slow website generally is well-established, there's far less data about the quantitative impact of performance when it comes to one of the increasingly important content types on the web -- video. Until now.
It's well-established that despite digital's rise over the past decade, spend on online ads is still disproportionately lower than where it should be in theory.
While there's reason to believe that spend will catch up, the shift of budgets to digital isn't coming fast enough for many publishers and ad networks -- something that is becoming particularly noticeable when it comes to mobile and video.
Econsultancy has just published an updated version of its Online Video Best Practice Guide. The latest report reflects the evolution of online video from simply a 'nice-to-have' to a strategic marketing tool.
We caught up with the report's author, Steffan Aquarone, to find out more about how the world of online video has changed since the last version of the guide, and what the future holds for this rapidly moving space.
The amount of long form content viewed on connected TVs and gaming consoles increased to nearly 90% in Q1 2012 compared to 57% Q4 2011, according to a report from Ooyala.
Across all connected devices, long form content (any video longer than ten minutes) now accounts for more than half the total time spent watching video online.
Mobile video showed huge growth last quarter, with the overall share of time watched on smartphones increasing by 41% to 29% overall.
There’s clearly no secret formula for viral success otherwise we’d all be doing it.
In fact, there’s nothing worse than a client briefing an agency to devise a viral campaign as it completely misses the point about how good ideas are generated.
A viral campaign is a desired outcome, not the basis for developing break-through campaigns or memes. That said, there are definite skills, techniques and approaches which we can deploy to improve our chances of viral success.
In fact, Propagation Planning is a relatively new school of thought which is dedicated to this very concept. In theory, the more we understand how communities behave and share ideas, the better we’ll get at creating compelling advertising campaigns which self-propagate.
As Griffin Farley, Strategy Director from BBH succinctly puts it “Plan not for the people you reach, but for the people they reach”.
According to some in the tech startup community, television is dead, or should be.
Instead of striking fear in the hearts of executives at the major television networks, it probably brings a smile to their faces. After all, year after year they count billions of dollars in revenues from upfronts as it rolls in.