Brands invest a lot into creating TV ads so it's not surprising that marketers want to get as much value as possible out of the content they've created by using them in digital advertising campaigns.
However, marketers are often repurposing and using TV ads online in pre-roll or mid-roll spots. The ads launch automatically without the device user having any choice in the matter and the TV ads are generally out of context with the content around the ads.
Anyone watching on-demand TV content knows that this is a frustrating ad experience, and it’s even more of an intrusion on the smaller screens of tablets and smartphones.
A study from our R&D department shows that eight out of ten people are annoyed by ads which self-initiate on their handheld devices.
Consumers’ acceptance for interruptions on their digital devices is far lower than on TV, and the ad is considered a significant intrusion to their content consumption.
We’ve covered second screening a bit on this blog (like this on Twitter's lead over Facebook), but with Zeebox providing an ever more sophisticated product, I don’t think we’ve fully taken stock of the possibilities for advertisers.
Yesterday I attended Mobile Marketing Live and listened to Ernesto Schmitt, CEO and Co-Founder of Zeebox, talking about the future for the product, and TV in general.
In this post I’ll look at what Zeebox looks like now, which broadcasters are supporting it, opportunities for advertisers, and other possible revenue streams for the company.
The question I'll attempt to answer - 'Are the incentives for users as broad as those for advertisers?'
Econsultancy showcased stats revealing that interactive online video ads are twice as popular among UK advertisers as their global counterparts and Britons are 60% more likely to interact with them.
So how can advertisers minimise the disruption consumers feel with video ads but maximise interaction?
The seven tips below helped us hit a dismiss rate of just 11% globally for interactive pre-rolls (YouTube/Google’s TrueView dismiss rates are 55%-85%).
Many news sites are struggling to make any money from this whole internet thing, so it's natural that some are looking to maximise income wherever they can.
Unfortunately, while perhaps they should be looking to ecommerce channels and elsewhere, adding more ads is the natural reaction, and this has drawbacks for the user experience.
I regularly see ad formats which should have died years ago, as they interrupt the user experience and may drive many to ad blockers, or just to abandon the site.
Here are a few examples...
When Google purchased YouTube for $1.65bn in late 2006, some wondered whether the acquisition would be the Web 2.0 equivalent of Yahoo's ill-fated billion-dollar purchase of Broadcast.com during the first .com boom.
It was hard not to be somewhat skeptical: YouTube was an expensive operation to run and was facing the same type of legal assault from Hollywood that basically killed Napster 1.0 years earlier.
Devices such as smartphones, tablets and games consoles accounted for 12% of all online video ad viewing in Q4 2012, an increase from just 2% year-on-year.
Apple continues to dominate non-desktop video viewing, with 60% of viewing taking place on iPhones, iPads and iPods.
In comparison, Android devices make up 31% of non-desktop viewing, though it’s held back the by the iPad’s dominance of the tablet market.
The data come from FreeWheel’s Video Monetisation Report, which also shows that online video viewing increased by 23% from Q4 2011 to Q4 2012.
A new algorithmic tool aims to predict the amount of earned media video ads are likely to attract before they are launched.
Unruly Media's ShareRank tool aims to provide advertisers with insight into the psychological, social and content triggers which influence success, and to allow them to do this before they spend any money on ads.
Unruly's Head of Business Development, Cat Jones, has been working on ShareRank for the past six months. I've been asking her about the tool.
Despite challenges and turbulence, adoption of real-time bidding (RTB) is growing and expectations are still high that RTB will be able to deliver on its promise.
One of the big questions that lingers, however, is just how big an impact will RTB have on the online advertising ecosystem outside of display. Take video, for instance. Skeptics make interesting points about RTB's potential shortcomings in the video space and suggest that RTB may not be as applicable to video.
Are the skeptics right? That remains to be seen, but in the meantime, RTB continues to make inroads in video. The latest example of that: yesterday VEVO announced the launch of an RTB platform that it will use to move unsold pre-roll ad inventory.
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.
The amount of pre-roll video advertising inventory available for real-time bidding grew by 14% per month in Q2, topping 29.9m streams per day in July according to data from TubeMogul.
As a result of the increase in ad space CPMs declined to £4.97 in Q2 from £6.47 in Q1.
The growth of the RTB video market is a trend identified in our new Real-Time Bidding Buyer’s Guide. In the US alone, RTB will account for around 15% of online video spend in 2012 and is forecast to account for 22% in 2013.
The increase in spending is partly attributed to the fact that the capabilities around audience buying and creative optimisation are a natural fit for video advertising.