TV advertising budgets are slowly moving online. Even so, online video advertising represents about 3% of TV budgets.
In 10 years the figures will look different. Perhaps 25% or 30%. Or perhaps TV will change significantly.
Recent developments in online video advertising include richer formats, such as interactive ecommerce catalogues, games, dynamic location-based ads, social integration.
With change occurring in the market, it feels like a good time to re-assess online video advertising. Aside from recommending our formidable Online Video Best Practice Guide, I thought I’d write some rules for online video ads of the future.
Major tip of the hat here, as these ideas are partly taken from Pierre Chappaz, Founder and CEO of Ebuzzing, and a talk he gave at December 2013’s Le Web.
Whilst the adoption of native advertising is a significant decision for publishers, advertisers also need to think carefully before adopting a content marketing strategy.
Done well, it can positively transform a brands reputation but, done badly, it can backfire and destroy credibility.
Before launching a native advertising campaign, brands must consider at least five different questions:
How long should my YouTube ad be? It’s a question that every advertiser creating a video ad for YouTube has to consider.
Depending on your advertising goals you may have different opinions on the matter.
In this article we look at the results of a split test we recently carried out with one of our clients to find the optimal lenght for an ad when focusing on driving online conversions.
Scroll down to see the entire list, but first, here are the major stats.
According to Unruly’s Viral Video Chart, Budweiser’s ‘Puppy Love’ was the most shared ad of Super Bowl XLVIII with close to 1.4m shares so far. This makes it the sixth most shared Super Bowl ad of all time… so far.
The Anheuser–Busch InBev brand also took the second spot and has finally eclipsed Volkswagen as the most shared brand of all time. Although Volkswagen’s Star Wars themed ‘The Force’ still sits at number one in the top 20 most shared Super Bowl ads of all time chart.
This is the second year running that Budweiser has topped the table. Last year’s ‘Brotherhood' advert is currently the third most shared Super Bowl ad of all time, with 2.8m shares. 1.5m of which it achieved by Super Bowl Monday.
Last week Co-Op energy boss Ramsey Dunning made a very public attack on price comparison sites, citing them as misleading and pushing up energy bills.
Dunning stated that price comparison sites such as uSwitch, Moneysupermarket and Energy Helpline should disclose how much they make in commission from the energy partners.
While I of course advocate a continued development of greater transparency to consumers, I find it difficult to understand exactly what it is that Dunning is hoping such a move will achieve.
The box, the tube, the telly, the television. Are any of us sure the set is set to evolve?
The television is one of those unifying pleasures and most people are already happy with the experience of watching it.
Additionally, advertisers still think of television as the big hitting ad medium, rightly or wrongly.
So, if it’s not broken, why fix it? Or is that the kind of reasoning that stymies innovation?
I think it’s fairly obvious that although we can choose to think of television as a constant, it has changed significantly since it went digital. FreeView in the UK, TiVo, Sky+, on-demand services like iPlayer and Netflix, Apple TV and Chromecast, the impact of Twitter and social TV, Roku, there have been many developments.
But what’s next? Here I’ve tried to sum up some of the innovations for advertisers and viewers I’ve seen in the last few months. See what you think..
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.
Here are January's best branded Vines, although I may have extended the remit to include a few from late December too, as is my right as the regular publisher of this round-up. The goal-posts keep changing. I’m just like Google!
Anyway, to add some context before the cavalcade of tiny entertainments begin, what’s the latest news from the world of Vine?
It’s been a big month. Vine launched a desktop site. Yes, the major social media network that has just celebrated its first birthday finally launched a desktop site. Is it any good? Just click on my post called 13 major UX flaws on social media sites to find out. I think you may be able to guess my opinion from the title.
So once again I'm rounding-up the best Vines of the month without the aid of a search field on the very social media network that I’m discussing. Fine!
Here we go:
H&M is set to launch its entry into the nascent world of ‘television commerce’ during this Sunday’s Super Bowl.
The interactive, 30 second-long ad starring David Beckham will be screened during the second quarter of Super Bowl XLVIII and will allow viewers the chance to purchase the featured products via a Samsung Smart TV. It’s the first of its kind.
It’s an intriguing gambit and one that all marketers, advertisers and anyone with a keen interest in David Beckham running around in his underwear will be paying particular attention to.
If anything it’s certainly raising H&M’s profile ahead of the big game, where the biggest brands in the world fight for the attention of 108m viewers (2013 viewing figures) and can pay up to $4m for the privilege. In fact sneak previews of Super Bowl ads began to appear a couple weeks ago, such is the feverish building-up of anticipation.
H&M's experiment with t-commerce raises a few questions: Is H&M really the first to do this? What are the restrictions of t-commerce? Will t-commerce have a future?
Let's see if we can answer those questions here.
Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.
Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.
I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.