tag:econsultancy.com,2008:/topics/video-rich-media Latest Video Advertising content from Econsultancy 2016-09-07T15:10:00+01:00 tag:econsultancy.com,2008:BlogPost/68275 2016-09-07T15:10:00+01:00 2016-09-07T15:10:00+01:00 Ted Baker unveils shoppable video & Google voice search stunt for AW16 campaign David Moth <p>UK customers can also view the shoppable video on Selfridges’ site, while Nordstrom is the US partner for the ‘Mission Impeccable' campaign.</p> <p>The film portrays T.E.D. as the leader of a spy agency that is out to thwart a ‘couture catastrophe’. </p> <p>Here's the video, without the shoppable element.</p> <p><iframe src="https://www.youtube.com/embed/8FrB663mBns?wmode=transparent" width="640" height="360"></iframe></p> <p>Ted Baker has also partnered with Google’s <a href="https://econsultancy.com/blog/67213-google-voice-search-update-in-pictures/">voice search</a> to bring a further interactive element to the retail experience.</p> <p>If users ask Google one of the slogans written on Ted Baker’s shop windows around the UK they will be entered into a prize draw and can access extra information about the film’s characters.</p> <p>So, in the grand tradition of Econsultancy blog posts, we must ask... is it any good?</p> <h3>The shoppable video</h3> <p>I’ve never been entirely sold on the idea of shoppable video, and unfortunately this campaign hasn’t won me over.</p> <p>In my opinion the creative idea in the video is quickly lost as the viewer gets distracted trying to identify things they can click on. It becomes a bit like a game of whack-a-mole.</p> <p><a href="http://www.tedbaker.com/uk/Mens/c/category_mens">The Mission Impeccable video</a> begins with instructions on how to add items to your ‘vault’.</p> <p><img src="https://assets.econsultancy.com/images/0007/8880/Ted_Baker_video.png" alt="" width="800" height="428"></p> <p>Initially I thought this meant I had to press the '+' button on my keyboard to add items to my basket, but in fact you just click the icon with your mouse.</p> <p>The total number of items you’ve clicked is totted up in the top right hand corner, and the products also appear lower down the screen below the video.</p> <p>It’s an interesting concept and the video is very slick, but I’m not convinced by the execution.</p> <p>Take this shot for example. It’s dimly lit, and there are too many options on screen. </p> <p><img src="https://assets.econsultancy.com/images/0007/8881/Ted_Baker_video_2.png" alt="" width="800" height="429"></p> <p>The viewer has to pause the video to get a decent look at the items, and it’s not entirely clear what I’m adding to my basket.</p> <p>Equally, by having to regularly pause the film to browse the items on screen, you lose track of the storyline.</p> <p>That said, Ted Baker previously tested shoppable video technology last Christmas and sales of the featured products increased by 30%.</p> <h3>Voice search</h3> <p>After spotting this tweet I skulked off into the office stairwell so nobody would hear me tell my Samsung that ‘The gatekeeper’s Paisley is loud and crude.’</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Head to Ted’s Regent St store and play with the interactive windows - there’s £1000 up for grabs <a href="https://twitter.com/hashtag/MissionImpeccable?src=hash">#MissionImpeccable</a> <a href="https://t.co/yDYpaGfY13">pic.twitter.com/yDYpaGfY13</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/773468356351520768">September 7, 2016</a> </blockquote> <p>The secret website was then presented as a <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> result. In hindsight this delivery method is quite obvious, but I was pleasantly surprised and think it’s a good creative idea.</p> <p>I doubt there are many people bidding on that keyphrase either (see more <a href="https://econsultancy.com/blog/62270-six-examples-of-effective-ppc-and-seo-campaigns/">creative uses of PPC</a>)</p> <p><img src="https://assets.econsultancy.com/images/0007/8874/ted_baker_ppc.png" alt="" width="300">  <img src="https://assets.econsultancy.com/images/0007/8875/ted_baker_passcode.png" alt="" width="300"></p> <p>The landing page displays an animated Gif of my password being accepted, before giving me a code that can be shown in-store to claim a prize.</p> <p>My curiosity piqued, I wandered the short distance to Regents Street where the friendly staff were ready and waiting for customers to walk in demanding freebies.</p> <p>The process of claiming a prize will likely become a bit slicker once the staff have had some practice, but after the briefest of waits I was eventually given the choice of a shave at a Ted Baker salon or a branded backgammon set.</p> <p>I opted for the latter.</p> <p>Upon exiting the shop I noticed several people outside speaking the code words into their phones, so the campaign already seems to be attracting some interest.</p> <h3>In conclusion...</h3> <p>While I like the concept behind this multichannel campaign, I'm still not convinced by the shoppable video.</p> <p>Personally I like to take a bit of time when shopping rather than trying to quickly click on random products before they disappear off screen.</p> <p>That said, the previous shoppable video campaign yielded good results for Ted Baker and it provides some good PR value.</p> <p>The voice search element is also very clever and I really like the execution. It's quick, simple and will help to entice people in-store.</p> <p>Overall I like the Mission Impeccable creative, but I think shoppable video is a technology I'll never get on board with.</p> tag:econsultancy.com,2008:BlogPost/68259 2016-09-05T15:40:46+01:00 2016-09-05T15:40:46+01:00 Are online advertisers wising up about content quality? Patricio Robles <p>As Gizmodo's Bryan Menegus <a href="http://gizmodo.com/youtube-stars-are-blowing-up-over-not-getting-paid-1786041218">explained</a>, the <a href="https://support.google.com/youtube/answer/6162278?hl=en">Advertiser-Friendly Content Guidelines</a>, which describe "content that is considered inappropriate for advertising," have been in place for some time.</p> <p>But a change to the way Google notifies content creators about videos that run afoul of them has led some to believe that Google is enforcing new rules they weren't informed about.</p> <p>Some took to YouTube to complain, and a #YouTubeIsOverParty trending topic emerged on Twitter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Youtube: This isn't a policy change, its just a notification/appeal change.<br>Me: So before you were just turning off ads and not emailing us?</p> — Philip DeFranco (@PhillyD) <a href="https://twitter.com/PhillyD/status/771393317305057280">September 1, 2016</a> </blockquote> <p>While some popular YouTubers are screaming "censorship!", that's really not the case.</p> <p>Advertisers have a vested interest in ensuring that their ads aren't associated with content that isn't in alignment with their brands, and advertisers and YouTube have the right to determine which content is appropriate and desirable for ad-based monetization.</p> <p>Historically, many advertisers have failed to do a thorough job of policing where their ads are displayed.</p> <p>This is certainly due in some part to laziness, but also to the increasingly complex online advertising ecosystem.</p> <p><a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">Programmatic</a> in particular makes it possible for advertisers to buy audiences, but also makes it difficult to control where those audiences are being reached.</p> <h3>Just how bad is the problem?</h3> <p>In some cases, this has seemingly unintended consequences.</p> <p>Take, for example, MeetMe, which bills itself as "a leading social network for meeting new people in the US."</p> <p>MeetMe <a href="http://www.sfcityattorney.org/2014/02/03/meetme-com-enables-sexual-predators-and-child-stalkers-herreras-lawsuit-contends/">was sued</a> by San Francisco's City Attorney Dennis Herrera in 2014 for failing to protect underaged users.</p> <p>At the time, Herrera stated that "MeetMe has become a tool of choice for sexual predators to target underage victims, and the company’s irresponsible privacy policies and practices are to blame for it."</p> <p>He claimed that "dozens of children nationwide have already been victimized by predators who used MeetMe to coerce minors into meeting."</p> <p>The case <a href="http://www.law360.com/articles/692914/meetme-changes-policies-settles-calif-minor-privacy-suit">was settled</a> in 2015, but critics of the company, some of whom it should be noted are shorting the company's stock, claim that MeetMe is still home to questionable content and activity.</p> <p>One company critic <a href="http://seekingalpha.com/article/3999917-meetme-1_50-target-price-advertisers-disavow-den-sexual-predators">recently claimed</a> that "it took us only minutes to find Tier-1 brand ads attached to sexually explicit / drug-related content on MEET’s mobile app."</p> <p>It then helpfully posted screenshots showing ads from brands like Coca-Cola, AT&amp;T, L.L. Bean and Target on pages these brands probably wouldn't expect to find them...</p> <p><img src="https://assets.econsultancy.com/images/0007/8744/meetme.png" alt="" width="400" height="327"></p> <p>A MeetMe investor relations presentation refers to companies like Disney, McDonalds, Walmart, Hallmark, Kraft and P&amp;G as "brand partners," although it's not clear that the company actually has a direct relationship with these brands.</p> <p>The company critic suggests that many of these brands are advertisers who purchase ads through third-party ad networks like MoPub, which is owned by Twitter.</p> <p>It goes without saying that no mainstream brand would consciously choose to display an ad alongside illegal or explicit content, but it can easily happen in today's online advertising ecosystem.</p> <h3>Reach doesn't always deliver results</h3> <p>As for YouTube, while it's not clear that the Google-owned property is "demonetizing" videos at a higher clip, the fact that it <em>is</em> apparently enforcing its Advertiser-Friendly Content Guidelines to some degree hints that advertisers just might be wising up about content quality.</p> <p>And that's a good thing.</p> <p>Sure, content creators might be upset that it will be harder to make money from videos featuring inane rants, vulgar pranks and the like, but they're not entitled to advertising dollars, and there's plenty of evidence that advertisers benefit most from true premium content.</p> <p>A recent comScore study <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">found that ads on premium sites delivered 67% higher average brand lift</a> and the ability of premium content to deliver better results <a href="https://econsultancy.com/nma-archive/15251-premium-publishers-most-effective-for-performance-campaigns">has been observed for years</a>.</p> <p>So while viral videos with questionable content might deliver eyeballs, advertisers don't necessarily benefit when they lower their standards to chase reach.</p> <p>And as more of them come to accept that, it's possible that content quality will come to be discussed as frequently as, say, <a href="https://econsultancy.com/blog/66425-video-ad-viewability-is-a-major-problem-google-study">viewability</a>.</p> tag:econsultancy.com,2008:BlogPost/68078 2016-07-25T09:57:47+01:00 2016-07-25T09:57:47+01:00 Automated video: considerations for publishers and advertisers Patricio Robles <p>Consumers love video and advertisers can't get enough video ad inventory. As a result, publishers and media companies are increasingly doing whatever they can t<a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know">o embrace video</a>.</p> <p>Historically, video production has been a costly undertaking. After all, creating compelling, high-quality video is far more involved than creating compelling, high-quality written content or photography.</p> <p>To address the consumer and advertiser demand for video while at the same time avoiding breaking the bank, publishers have turned to technology that is capable of churning out video content in a highly-automated fashion.</p> <h3>Wochit and Wibbitz</h3> <p>As <a href="http://www.nytimes.com/2016/07/11/business/media/as-online-video-surges-publishers-turn-to-automation.html?_r=0">detailed by</a> the New York Times, two companies, Wochit and Wibbitz, have come to take an early lead in the automated video production space.</p> <p>A wide range of publishers are making these companies' tools a big part of their online video strategies. One of those publishers is Tronc, formerly Tribune Publishing, which has newspapers such as the Chicago Tribune, Los Angeles Times and Orlando Sentinel in its portfolio.</p> <p>Tronc chairman Michael W. Ferro Jr. told the New York Times' John Herrman that his company is currently producing a "couple hundred" videos each day, but sees that number increasingly substantially. "We think we need to be doing 2,000 videos a day," he said.</p> <p>Such volume is probably impossible without automated video, and as automated video becomes a bigger and bigger source of video on the web, here's what publishers and advertisers should keep in mind.</p> <h3>How it works</h3> <p>Automated video platforms like Wochit and Wibbitz analyze input text content (eg. for a news story) and identify images and video clips that are related, typically from stock and video photography services.</p> <p>Through partnerships, Wochit and Wibbitz offer human voice narration, but fully-automated computer-generated voice-overs can also be used.</p> <p>Wochit and Wibbitz can also automatically caption the videos they assemble, important for creating videos that are suited for social channels that have <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7283/automatedvideo-blog-flyer.png" alt="" width="470" height="265"></p> <p>For publishers that don't trust Wochit and Wibbitz to produce production-ready videos in a totally automated fashion, publishers have the flexibility to make their own edits and add their own content to videos before publishing. </p> <h3>Limitations</h3> <p>While adoption of automated video is growing significantly – major publishers that are clients of Wochit and Wibbitz include Hearst, Gannett, Time, CBS Interactive, Bonnier and The Huffington Post – automated video is not without its limitations. While consumers love video, they still have expectations around quality and it's hard to meet those expectations in a fully-automated fashion. </p> <p>According to USA Today's Chris Pirrone...</p> <blockquote> <p>The data came back very quickly that text-to-video alone, if you don't touch it, consumers can quickly recognize it is not a high-quality product.</p> </blockquote> <p>Even Wochit and Wibbitz agree: their tools are best used in conjunction with a human touch.</p> <p>But even with that human touch, publishers and advertisers need to recognize that the most compelling kinds of videos, which are emotional and tell powerful stories, are probably not going to come from an automated video platform any time soon.</p> <p>So video automation tools, while a potential contributor to the online video ecosystem, aren't a panacea and shouldn't be relied on too heavily.</p> <h3>Supply and demand</h3> <p>A bigger consideration for publishers and advertisers is the fact that automated video is going to change the supply and demand dynamics in the online video market.</p> <p>Since the beginning of the year, Wochit's clients have doubled the number of videos they're producing using the company's technology. That figure now stands at 30,000 videos a month.</p> <p>While consumers love video, <a href="http://www.businessinsider.com/internet-habits-are-bad-news-for-digital-media-2016-7">attention is finite</a> and the growing number of videos will make it harder for publishers to stand out. At worst, video in some content categories could be completely commoditized to the point that it isn't a point of differentiation with consumers and prices for ads drops significantly.</p> <p>At the same time, if the rise of automated video comes at the expense of truly original video, demand for original video content, including longer-form content, could increase as it becomes less common, benefiting publishers that continue to invest in its production and making it more expensive for advertisers looking to market their wares through non-commoditized video content.</p> <h3>Risks</h3> <p>The limitations of automated video, combined with the possible supply and demand effects, mean that adoption of automated video on a larger scale presents risks for both publishers and advertisers.</p> <p>For publishers, too much reliance on automated video could backfire, reducing the quality of the video content portfolios. Eventually, that could threaten a publishers' brands and leave them with audiences and ad inventory that are less valuable.</p> <p>For this reason, publishers should be strategic about how much of the video content mix they create using automated video tools. Specifically, they should consider focusing their use of automated video on channels for which this kind of content might be better suited, such as social platforms, where silent autoplay means short, captioned video content is more acceptable.</p> <p>For advertisers, the risk is that the ad inventory created by automated video won't be as high in value, and might even become of limited value if publishers oversaturate the market.</p> <p>For this reason, advertisers should recognize that video ad inventory is not all the same and make sure that they're not paying a premium for inventory that is not premium.</p> tag:econsultancy.com,2008:BlogPost/68084 2016-07-15T12:01:00+01:00 2016-07-15T12:01:00+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Amazon testing programmatic creative with video ads</h3> <p>Amazon has been testing personalised video ads, created automatically using graphics templates to combine imagery and text.</p> <p>Graeme Smith, MD of Amazon's software development centre in Edinburgh<a href="http://www.bbc.co.uk/news/technology-36773409"> told the BBC</a> "...potentially anywhere you can see a video is potentially somewhere you could consider running personalised video ads, right across the internet."</p> <p>Retargeting by retailers often involves <a href="https://econsultancy.com/blog/67516-four-video-campaigns-that-used-dynamic-creative/">slideshow style dynamic content</a> - it will be interesting to see how sophisticated these Amazon video ads are in comparison.</p> <h3>Amazon Prime Day was big</h3> <p>Prime Day on 12th July, Amazon's second annual sales event designed as summer's answer to Black Friday, was the retailer's "biggest day ever", <a href="http://www.ft.com/cms/s/0/20fb0de0-4906-11e6-8d68-72e9211e86ab.html#axzz4ESpNIBCk">reports the FT</a>.</p> <p>Global orders were up 60% on last year's Prime Day. No figures were given by Amazon, though Prime Day was declared its busiest day of the year.</p> <p>Sales included 90,000 TVs and more than 215,000 rice cookers. 2015's inaugural Prime Day, you might remember, was <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">a bit more of a mixed bag</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/6939/prime_day_deals_tech.PNG" alt="prime day" width="615"></p> <h3>ASOS introduces one-hour delivery slot</h3> <p>DPD has helped ASOS offer a one-hour delivery slot. Nifty.</p> <p>With so many ecommerce businesses looking at same day delivery in the wake of Prime, this increased flexibility on a named day is another way to nail convenience.</p> <p><img src="https://assets.econsultancy.com/images/0007/7145/DPD-Precise-Hour-Select.png" alt="one hour slot" width="200"> </p> <h3>Pokémon GO - where do we start?</h3> <p>This week has seen the augmented reality game take the press by storm.</p> <p>Daily checks are needed to understand number of downloads (7.5m in the US as of early this week) and the impact on Nintendo stock.</p> <p>On Thursday, the app was released in the UK (users no longer have to engineer a US workaround).</p> <p>Interesting developments include proposed advertising within the game, with brands able to sponsor PokeStops.</p> <p>There has been some criticism of the game, including the 'appearance' of Pokémon in inappropriate locations (e.g. Auschwitz), as well as its request to access all of a user's Google account data (since fixed).</p> <p><em>You might like:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68059-should-pokemon-go-give-marketers-hope-for-augmented-reality/">Should Pokemon GO give marketers hope for augmented reality?</a></li> <li><a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">What brands can learn from Nintendo's digital transformation and Pokemon GO</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/resized/0007/6955/pokemon_go-blog-flyer.jpg" alt="pokemon go" width="470" height="264"></p> <h3>Chatbots fail 'new Turing test'</h3> <p>The Winograd Schema Challenge is a new and tougher Turing test, which chatbots must ace to show they are capable of common sense understanding.</p> <p>Here's an example question from the test:</p> <p><strong>The trophy would not fit in the brown suitcase because it was too big (small). What was too big (small)?</strong></p> <ul> <li><strong>Answer 0: the trophy</strong></li> <li><strong>Answer 1: the suitcase</strong></li> </ul> <p><a href="https://www.technologyreview.com/s/601897/tougher-turing-test-exposes-chatbots-stupidity/?set=601902&amp;utm_source=MIT+TR+Newsletters&amp;utm_campaign=d3b0ca882f-The_Download_July_14_2016&amp;utm_medium=email&amp;utm_term=0_997ed6f472-d3b0ca882f-153860737&amp;goal=0_997ed6f472-d3b0ca882f-153860737&amp;mc_cid=d3b0ca882f&amp;mc_eid=fea291110e">MIT Tech Review reports</a> that the programs entered into the challenge were only a little better than random at choosing the correct meaning of sentences.</p> <p>The best of the bunch scored 48%, with 45% possible at random. 90% accuracy is required to take home the $25k prize.</p> <p>It was notable that Google and Facebook didn't enter - perhaps there is still a little way to go?</p> <h3>Nissan launches semi-autonomous driving</h3> <p>Two weeks after a driver died in a crash <a href="https://econsultancy.com/blog/68019-all-the-week-s-digital-news-in-five-minutes/">whilst his Tesla car was on autopilot</a>, Nissan has launched ProPILOT, a similar semi-autonomous function.</p> <p>Pushing a button on the steering wheel will keep a vehicle a fixed distance from the car in front, without any input from the driver.</p> <p>The driver is still required to have their hands on the wheel, and Nissan EVP Hideyuki Sakamoto <a href="http://www.reuters.com/article/us-nissan-selfdriving-idUSKCN0ZT0NC">told Reuters</a> "These functions are meant to support drivers, and are not meant as self-driving capabilities".</p> <p>ProPILOThits the market next month in the Nissan Serena minivan.</p> <p><img src="https://assets.econsultancy.com/images/0007/7142/148020_1_5.jpg" alt="PROPILOT" width="615"></p> <h3>Marie Claire to retail on the high street and online</h3> <p style="font-weight: normal;"><a href="https://www.derwentlondon.com/news/article/tottenham-court-walks-flagship-store-for-new-beauty-and-wellness-brand">Marie Claire will open a beauty store</a> in London at Tottenham Court Walk.</p> <p style="font-weight: normal;">The magazine has created a new brand, 'Fabled by Marie Claire', which will also sell online and deliver through Ocado.</p> <h3>Woz to headline Festival of Marketing</h3> <p style="font-weight: normal;">Apple co-founder and inventor of the PC <a href="https://econsultancy.com/blog/68057-steve-wozniak-co-founder-of-apple-to-headline-festival-of-marketing-2016/">Steve Wozniak will headline day one</a> of the Festival of Marketing in October in London. <a href="http://www.festivalofmarketing.com/buy-a-ticket?_ga=1.123039373.762110302.1450191097">See the site for tickets</a>.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/6957/Woz-Head-Shot-3.jpg" alt="woz" width="400"></p> <h3>EU continues to pursue Google over competition law</h3> <p>The EU Commission has launched a third anti-trust proceeding against Google.</p> <p>Critique of Google Shopping and Android is now followed by criticism of Google's third party site search product (Adsense for search), which doesn't allow ads from Google competitors. </p> <h3>Phrasee one of the first to receive VC funding post-Brexit</h3> <p>Finally, a bit of a shout out to Econsultancy blog favourite Parry Malm (see his <a href="https://econsultancy.com/blog/authors/parry-malm/">virally good articles about email here</a>).</p> <p><a href="https://phrasee.co/">Phrasee</a>, Parry's startup <a href="https://phrasee.co/why-we-took-on-1m-in-phrasee-funding/">closed a £1m funding</a> round this week, one of the first to do so post-Brexit vote.</p> <p>As we wait to see the impact on Britain's tech and startup scene, this is some cause for optimism at least.</p> tag:econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68017 2016-07-07T01:00:00+01:00 2016-07-07T01:00:00+01:00 The best APAC digital marketing stats from June 2016 Ben Davis <h3>Media habits change during Ramadhan in Indonesia </h3> <p style="font-weight: normal;">61% of the Indonesian population uses mobile (for an eye-watering average of 5.5 hours per day), compared to only 17% on desktop.</p> <p style="font-weight: normal;"><a href="https://apac.thinkwithgoogle.com/articles/from-fast-to-feast-indonesian-consumer-behavior-during-ramadhan.html">Google and GfK data</a> from 2015 showed mobile search increasing significantly in Indonesia in the week before Ramadhan, as people prepared prayer, food and travel.</p> <ul> <li>Pre-sunrise search activity increased in Ramadhan - the period when Muslims are awake and eating.</li> <li>Entertainment content was popular during this period, with video consumption up by 15% during the holiday.</li> <li>Ecommerce traffic increased 152% between 3am and 6am during Ramadhan.</li> </ul> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/6786/ramadhan.jpg" alt="ramadhan searches" width="615"></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/6785/ecom_ram.jpg" alt="ecomm ramadhan traffic" width="615" height="293">  </p> <h3>B2B sales expectations are not being met</h3> <p>It seems a little obvious to say that salespeople and prospects don’t always see eye-to-eye.</p> <p>However, Hubspot <a href="https://research.hubspot.com/reports/asia-pacific-buyers-speak-out-how-sales-needs-to-evolve">did some research</a> in APAC, surveying salespeople and customers in early 2016.</p> <p>The disparity between subjects that each party wants to discuss during a first call is shown in the chart below.</p> <p><img src="https://assets.econsultancy.com/images/0007/6767/Screen_Shot_2016-07-04_at_21.03.31.png" alt="hubspot study" width="615"></p> <p>Elsewhere in the report is possibly the funniest word cloud in marketing, which shows freeform answers clients have given when asked to describe salespeople on a first call.</p> <p>Pretty clear.</p> <p><img src="https://assets.econsultancy.com/images/0007/6768/Sales_word_cloud.png" alt="sales word cloud" width="615"></p> <h3>Longer video ads are surprisingly popular </h3> <p>YouTube’s APAC MD, Gautam Anand, <a href="http://www.ft.com/cms/s/0/9350baf2-18e6-11e6-bb7d-ee563a5a1cc1.html#axzz4DAXhTroj">told the FT</a> about a trend for longer video ads in the region.</p> <ul> <li>The most popular ads from 2015 averaged more than four minutes.</li> <li>Four of the top ten YouTube commercials were more than five minutes in duration.</li> <li>The most viewed ad, from Malaysia Airlines, embedded below, is a whopping 12 minutes.</li> </ul> <p>Though snappy video has always been thought of as more shareable on social media, brands now understand that if the content is good enough, consumers will seek out longer content, such as <a href="https://econsultancy.com/blog/67937-euro-2016-marketing-creative-smart-prestigious-controversial/">Nike’s The Switch</a>.</p> <p>See more on <a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional/">the future of video</a>.</p> <p><iframe src="https://www.youtube.com/embed/9DB5lMEnsZs?wmode=transparent" width="560" height="315"></iframe></p> <h3>Indians happy to trade data for apps</h3> <p>Nearly half of Indian smartphone and tablet users have allowed access to personal data on their mobile in exchange for free apps.</p> <p>Symantec-Norton polled more than 1,000 mobile consumers in India aged 16+ and discussed their results with <a href="http://timesofindia.indiatimes.com/city/delhi/Smartphone-apps-putting-Indians-privacy-at-risk-Norton-by-Symantec/articleshow/52954708.cms">the Times of India</a>.</p> <p>Nearly 40% had allowed access to their camera, bookmarks and browser history, with almost 30% doing the same for geolocation. Only 8% of mobile app users reject requests to access their data.</p> <p>Ritesh Chopra, Norton country manager, told IANS that “36% of people grant the access to mobile data because the app they downloaded 'looked cool', regardless of its origin or reputation."</p> <h3>Singaporeans addicted to social networks</h3> <p>Outside of work, people in Singapore spend 23% more time online than the APAC average.</p> <p>62% admitted to an ‘addiction’ to social networking and the internet, according to AIA’s 2016 <a href="http://www.aia.com/en/healthy-living/aia-healthy-living-index.html">Healthy Living Index Survey</a>.</p> <p>More than 10,000 interviews revealed that people across APAC spend an average of three hours a day online (outside of work). In Singapore the average was higher, at 3 hours 42 minutes.</p> <h3>China sees big growth in proximity mobile payments</h3> <p>Mobile payment at the point of sale more than doubled last year in China (by number of users), according to a new report <a href="https://www.emarketer.com/Article/China-Boasts-Worlds-Largest-Proximity-Mobile-Payments-Market/1014053">from eMarketer</a>.</p> <p>195m consumers in China will use mobile proximity payment in 2016, a 46% growth on 2015. That makes China the largest and fastest growing market for mobile proximity payment.</p> <p>As a proportion of smartphone users this is 38%, compared with just 19% using these payment methods (e.g. <a href="https://econsultancy.com/blog/67982-apple-pay-developments-herald-the-era-of-contextual-commerce">Apple Pay</a>) in the US.</p> <p>By 2020, the report predicts, half of Chinese will be using mobile payment.</p> <p><img src="https://assets.econsultancy.com/images/0007/6787/mobile_proximity_payment.gif" alt="mobile proximity payments" width="325" height="350"></p> <h3>Indian ecommerce growth nearing inflection?</h3> <p>The Times of India reports on the gross merchandise value (GMV) run rate (predicted performance over the next year) of India’s biggest ecommerce firms from May 2015 to May 2016.</p> <p>A total GMV run rate of $9bn in May 2015 rose to $10.5bn in December 2015, as expected over holidays, but has since slipped to $10.2bn in May 2016.</p> <p>This 11% growth is seen as relatively modest and possibly hints at an inflection in growth.</p> <p>Flipkart and Snapdeal make up a large proportion of Indian ecommerce ($3.8bn and $2.2bn GMV respectively in May 2015).</p> <p>Amazon is going strongly, in India for only three years, the last 12 months saw its GMV rise from $1bn in May 2015 to $2.7bn in May 2016.</p> <p><strong><em>For more of the same, download Econsultancy’s <a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016/">China Digital Report, Q1 2016</a>.</em></strong></p> tag:econsultancy.com,2008:BlogPost/68024 2016-07-05T14:26:11+01:00 2016-07-05T14:26:11+01:00 GSK migraine simulator demonstrates AR/VR potential for healthcare marketing Patricio Robles <p>According to GSK, which manufactures Excedrin Migraine medication, more than 36m people in the US alone suffer from migraine headaches, but those who don't often struggle to understand just how debilitating they can be.</p> <p>So the pharma giant turned to AR and built what it says is the world's first migraine simulator in an effort to help non-sufferers understand that a migraine is more than "just a headache."</p> <p>The AR headset gives non-migraine sufferers the ability to experience common migraine symptoms, such as visual distortions and sensitivity to light or aura.</p> <p>As part of GSK's <a href="https://www.excedrin.com/migraine-experience/">The Migraine Experience</a> campaign, migraine sufferers were given the opportunity to invite a friend, family member or co-worker to use the migraine simulator to walk a day in their shoes.</p> <p>The results were impressive...</p> <blockquote> <p>Thanks to the power of the technology, the non-sufferers were able to see what the migraine sufferer actually goes through - leading to some amazing moments.</p> <p>Across the board, non-sufferers reacted with feelings of shock and surprise ('I can’t believe you function like that!'), quickly turning to true empathy ('I’m so sorry you go through this.' 'I’ll never doubt you again.')</p> </blockquote> <p>Those reactions were captured on camera, making for high-impact video.</p> <p>One of the videos has racked up more than half a million views on YouTube, and <a href="http://www.fiercepharma.com/marketing/pain-and-empathy-gsk-migraine-simulator-for-excedrin-wins-creative-and-consumer-praise">according to</a> FiercePharma's Beth Snyder Bulik, more than 11m views on Facebook.</p> <p>All told, Bulik says The Migraine Experience videos have been viewed close to 20m times and generated more than 285,000 social engagements.</p> <p><iframe src="https://www.youtube.com/embed/SmJW8gYIN4E?wmode=transparent" width="560" height="315"></iframe></p> <p>For its work, which took a year to put together, GSK received three awards at the Cannes Lions Health show.</p> <h3>Storytelling at its best</h3> <p>Healthcare marketers face many difficulties, but they also have some of the greatest opportunities to tell powerful stories.</p> <p>Indeed, <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">storytelling could be one of the keys</a> for pharma companies looking to get consumers back on side.</p> <p>GSK's Migraine Experience is a great example of the type of storytelling that pharma marketers sorely need to embrace.</p> <p>While <a href="http://www.chipchick.com/2016/04/experiencing-excedrins-migraine-experience-what-its-like-to-get-a-vr-headache.html">not perfect</a> in a comprehensive sense, it's still capable of being compelling: individuals suffering from a difficult condition are able to physically share with the people around them a part of what they experience thanks to a clever application of technology.</p> <p>Most importantly, the focus of the creative is not a pill, and there are no silly scenes of people walking in a forest while a voice says, "Ask your doctor if..." </p> <p>But The Migraine Experience doesn't just demonstrate how pharma brands can tell better stories; it also demonstrates how technology is changing the way marketers can tell stories.</p> <p>While GSK obviously can't widely distribute the AR headsets it built for The Migraine Experience, it has built iOS and Android apps that can be used with viewers like Google Cardboard to provide a similar experience.</p> <p><iframe src="https://www.youtube.com/embed/sKJ1k-budT4?wmode=transparent" width="560" height="315"></iframe></p> <p>With this app, GSK is making it possible for large numbers of people who don't get migraines to walk a mile in the shoes of a migraine sufferer – a new way to tell a story through simulated first-hand experience.</p> <p>It's not hard to imagine that there are other conditions for which AR and VR could be similarly applied, or to imagine a future in which AR and VR apps help individuals do some initial self-diagnosis when confronted with symptoms that they're unsure of.</p> tag:econsultancy.com,2008:BlogPost/67927 2016-07-01T15:03:00+01:00 2016-07-01T15:03:00+01:00 Mobile programmatic is now an established digital channel: Stats Patricio Robles <p>In fact, last month mobile ad platform MoPub declared that mobile programmatic has made the transition "from emergent to established."</p> <p>In its <a href="http://www.mopub.com/2016/05/19/global-mobile-programmatic-trends-report-mobile-programmatic-from-emergent-to-established/"><em>Global Mobile Programmatic Trends Report</em></a> for Q1 2016, MoPub detailed how "event-based and seasonal trends early this year now point to alignment with the most established advertising channels." </p> <p>For example, political advertisers upped their mobile programmatic ad spend around key dates, such as debates.</p> <p>And tax preparation companies did the same as due dates for taxes approached.</p> <p><img src="https://assets.econsultancy.com/images/0007/6287/mopub2.png" alt="" width="630" height="351"></p> <p>MoPub also observed that the mobile programmatic ecosystem was expanding beyond major advertisers.</p> <p>In Q4 2015, over half of mobile programmatic spend was attributed to Fortune 1000 companies, and a third was attributed to the Fortune 500.</p> <p>But in Q1 of this year, non-Fortune 1000 advertisers upped their spend.</p> <h3>Banner ads are blah, high-impact inventory drives rise of private exchanges</h3> <p>Looking at where that spend went, it's clear that advertisers taking advantage of mobile programmatic are looking beyond the ubiqutious but increasingly lowly banner ad.</p> <p>According to MoPub, competition, which MoPub defined as bid depth, was 36% higher for interstitial inventory, and competition for video inventory was 53% higher.</p> <p>To meet the demand, publishers brought on more interstitial and video inventory.</p> <p>Video inventory alone grew by 32% quarter-over-quarter, and more importantly, publishers are realizing financial gains from this inventory.</p> <p>Year-over-year, revenue from video ads has more than doubled.</p> <p><img src="https://assets.econsultancy.com/images/0007/6286/mopub1.png" alt="" width="629" height="351"></p> <p>Some of the significant revenue growth from high-impact inventory is probably the result of the growth of <a href="https://econsultancy.com/blog/66226-prominent-news-publishers-band-together-to-sell-ads">private exchanges</a>.</p> <p>MoPub says that 88% of spend in private exchanges in Q1 was directed to interstitial inventory, and advertisers paid 77% higher eCPMs for that inventory than in open exchanges. </p> <p>With that in mind, it would not be surprising to see publishers moving to sell more of their premium inventory through private exchanges going forward.</p> <h3>Mobile programmatic goes global</h3> <p>The demand for inventory is global, and MoPub saw rapid growth in both the EMEA and APAC regions.</p> <p>In Q1, EMEA inventory grew 52% year-over-year while spend nearly doubled. In APAC, inventory grew a whopping 127% year-over-year, while spend increased 104%.</p> <p>But while both regions are growing at a rapid pace, there are still significant differences.</p> <p>Video and native ad spend has more than tripled in EMEA, but in APAC, banner ads still account for nearly half (44%) of mobile programmatic supply.</p> <p>That has decreased from 77% a year ago, though, so the trend toward higher impact ad units is evident in APAC too.</p> <p><img src="https://assets.econsultancy.com/images/0007/6289/mopub3.png" alt="" width="629" height="349"></p> <h3>Challenges remain</h3> <p>Despite the fact that mobile programmatic can arguably be called established instead of emergent, challenges remain.</p> <p>In 2014, a study by Forrester <a href="https://econsultancy.com/blog/66930-five-things-marketers-need-to-know-about-programmatic">found that just 23% of marketers understood programmatic</a>.</p> <p>While that figure has almost certainly increased since then, programmatic is still seen as complex if not downright confusing to many marketers and use of <a href="https://econsultancy.com/blog/65197-the-beginner-s-glossary-of-programmatic-advertising">programmatic terminology</a> can produce blank stares.</p> <p>But even for marketers that understand and have embraced programmatic, making the most of it is an ongoing process.</p> <p>Issues like the role of <a href="https://econsultancy.com/blog/67580-creativity-in-programmatic-should-not-be-an-afterthought">creativity in programmatic</a> are the subject of much debate today, and will probably remain topics of discussion for the foreseeable future.</p> <p>That means marketers will have to learn and adapt as they go because as MoPub's data demonstrates, the programmatic train has clearly left the station and it will be difficult for marketers to avoid jumping on board. </p> <p><em><strong>Econsultancy and Marketing Week are hosting <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With The Programmatic</a> on 21 September in London. </strong></em></p> <p><em><strong>Now in its third year, the conference will demystify the most enigmatic topics in programmatic and explore future trends.</strong></em></p> tag:econsultancy.com,2008:BlogPost/67958 2016-06-22T09:56:00+01:00 2016-06-22T09:56:00+01:00 If video is the future of the internet, here's what brands need to know Patricio Robles <p>If it is, here's what brands need to know.</p> <h3>Video is changing the face of non-video services</h3> <p>One of the strongest pieces of evidence to support the notion that video is the future of the internet is the impact it's having on some of the most popular online services that, unlike YouTube, didn't start out with a video focus.</p> <p>For example, when Instagram, which rose to prominence as a social photo sharing app, <a href="https://econsultancy.com/blog/67684-instagram-s-new-60-second-video-limit-five-things-brands-need-to-know/">announced a new 60-second video limit</a> earlier this year, the company revealed that the time its users spend watching videos has increased by more than 40% in the past six months.</p> <p>There's no reason to believe that trend has stopped and, while it's still a popular photo sharing app, video is increasingly becoming a bigger and bigger part of the Instagram content mix.</p> <p>The impact of video is even more apparent when looking at Instagram's owner, Facebook.</p> <p>The world's largest social network is now one of the most popular platforms for sharing video, and <a href="http://thenextweb.com/opinion/2015/04/23/facebook-video-is-on-course-to-steal-youtubes-video-sharing-crown/">a real threat to YouTube</a>.</p> <p>But Facebook doesn't just have the potential to overtake YouTube; it could find that it is overtaken by video itself.</p> <p>Nicola Mendelsohn, Facebook's VP for EMEA, <a href="http://www.cnbc.com/2016/06/15/facebook-may-be-all-video-in-5-years-vp-says.html">made headlines</a> recently at a conference in London when she predicted that the social network would "probably" be "all video" in the next five years.</p> <p>"If I was having a bet, it'd be video, video, video," she told the audience. Why? Video packs a lot of punch...</p> <blockquote> <p>The best way to tell stories in this world - where so much information is coming at us - actually is video. It commands so much information in a much quicker period so actually the trend helps us digest more of the information in a quicker way.</p> </blockquote> <h3>Video ads are big, but...</h3> <p>For brands looking to take advantage of mobile, video advertising is the low-hanging fruit.</p> <p>While digital video ads - at least the good ones - <a href="https://econsultancy.com/blog/64222-good-digital-video-ads-aren-t-just-tv-spots-on-different-devices">aren't repurposed TV spots</a>, they're the easiest way for brands to dip their toes in the online video waters.</p> <p>But the formats most familiar to brand marketers, like pre-rolls, <a href="https://econsultancy.com/blog/63277-pre-roll-video-ads-is-it-any-wonder-why-we-hate-them">aren't exactly loved by consumers</a>, and there's that <a href="https://econsultancy.com/blog/65538-advertisers-spending-more-on-online-video-despite-viewability-concerns">darned issue of viewability</a>.</p> <p>So it's no surprise that many brands are going beyond video ads. For example, brands are creating original content for platforms <a href="https://econsultancy.com/blog/63257-four-examples-of-brands-rocking-instagram-video">like Instagram</a>, including <a href="https://econsultancy.com/blog/67562-could-shield-5-signal-a-new-wave-of-social-cinema">mini-series</a>, and <a href="https://econsultancy.com/blog/63073-eight-brands-that-have-run-video-contests-using-twitter-s-vine">encouraging consumers to create content as part of contests</a>.</p> <p>They're also working with influencers <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">to co-create content</a>, and <a href="https://econsultancy.com/blog/6834-why-etailers-need-product-videos">using product videos to increase conversion rates and basket sizes</a>.</p> <p>In short, there are plenty of <a href="https://econsultancy.com/blog/7397-the-10-types-of-online-video-that-brands-should-embrace-with-gusto">ways brands can embrace online video</a> and while some are associated with advertising, some of the most effective aren't.</p> <h3>Live video is not a fad</h3> <p>The biggest trend in online video recently has been live video.<a href="https://econsultancy.com/blog/66225-is-meerkat-the-next-big-thing-in-social-media"><br></a></p> <p>Numerous brands <a href="https://econsultancy.com/blog/66564-how-brands-can-use-periscope-and-meerkat">have embraced Meerkat and Twitter-owned Periscope</a>, <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live">as well as Facebook Live</a>. Facebook <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">is investing heavily in Live</a>, and it appears to be paying off.</p> <p>According to Facebook's Mendelsohn, Live has been "a bigger, faster phenomenon" than the company expected, and engagement on Live videos is "much higher," with Live videos receiving ten times as many comments as pre-recorded videos.<strong><br></strong></p> <p>While live video's rise is most evident on social platforms like Facebook, brands should keep in mind that live video isn't exclusive to these platforms, as evidenced by <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel">Amazon's Style Code Live</a>, a live 30-minute show the online retail giant produces and streams daily Monday through Friday.</p> <p>It features an interactive player that highlights products as they are featured in the show, giving viewers the ability to more easily purchase them.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="621" height="106"></p> <h3>Mobile isn't a barrier</h3> <p>If there were reasons to be skeptical about video's potential, one of the biggest might have been concerns over mobile performance, as well as bandwidth and data utilisation.</p> <p>But advances in mobile technology and reduced data costs mean that widespread mobile usage isn't a permanent impediment to the growth of video on the internet.</p> <p>The statistics back this up: Facebook's Mendelsohn revealed that the company's users are watching an average of 100m hours of video every day on mobile devices.</p> <h3>Sound is optional</h3> <p>Video has traditionally been an audiovisual medium, but the internet is changing that.</p> <p>On Twitter and Facebook, videos autoplay without sound, challenging brands to find ways <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">to deliver video content that's compelling even without audio</a>. One of the more increasingly common techniques: <a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional">texted video</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/5827/Screen_Shot_2016-06-08_at_14.26.36.png" alt="" width="615" height="344"></p> <h3>Video is for more than big brands</h3> <p>Content is king, and producing high-quality video content can require a royal budget. But costs <em>are</em> coming down and companies have more tools than ever to create video content without spending five, six or seven figures.</p> <p>For instance, there are plenty of services that offer stock video, and video platforms are increasingly aiming to make themselves accessible to even the smallest of companies.</p> <p>Just recently, <a href="http://www.adweek.com/news/technology/youtube-introducing-new-ways-help-small-businesses-make-better-video-ads-171999">YouTube launched YouTube Director</a>, a free app that provides templates and editing tools, and is even offering businesses that spend as little as $150 on YouTube advertising the services of a filmmaker who will come to their location to film an ad spot.</p> <h3>New technologies will change the game</h3> <p>New technologies, such as <a href="https://econsultancy.com/blog/66587-10-ways-marketers-can-use-virtual-reality-right-now/">virtual reality</a>, are offering new opportunities for brands to create compelling original video content.</p> <p>Naturally, some of these technologies are expensive - pro VR cameras can cost tens of thousands of dollars - but some, like <a href="https://econsultancy.com/blog/67748-three-ways-marketers-can-benefit-from-the-drone-revolution">drones</a>, don't require mega-brand-sized budgets and they can still captivate.</p> <p>Drone-captured video, for instance, has been used to great effect by small businesses like Capt. Dave's Dolphin &amp; Whale Watching Safari, which has racked up millions of views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <h3>There are riches in niches</h3> <p>The internet, as compared to mediums like radio and television, is the most niche-friendly, and given the appeal of video content, it's not surprising that digital video is giving birth to and supporting lucrative niches. </p> <p>One of the best examples of this is Twitch. Launched in 2011, the video game-focused streaming service was acquired by Amazon in 2014 for nearly $1bn.</p> <p>Last year, its users watched 459,000 years of video, and that number should only rise as <a href="https://econsultancy.com/blog/67921-what-marketers-need-to-know-about-esports">eSports continues to grow</a>.</p> <p>For brands, there are great opportunities to get involved in these niches through advertising, sponsorship and original content.</p> tag:econsultancy.com,2008:BlogPost/67855 2016-06-15T15:05:58+01:00 2016-06-15T15:05:58+01:00 What's the optimum length for my online video? Simon Crofts <p>It took a lot of convincing to persuade them to keep things simple and keep the films short.</p> <p>Times have changed and more enlightened clients, after reading about how shorter content is key, are asking to reduce running times – although sometimes without reducing the messages!</p> <p>Generally speaking, shortening your content is a good approach.</p> <p>Our stats – compiled from over 40m organic views – show average viewing time of our content to be about 1.5 minutes, but increasingly our films run for 30 seconds or less.</p> <p>It’s those 30-second films that have demonstrated the best returns when it comes to view rate (as defined by Google: View Through Rate, or VTR, is the number of completed views of a skippable ad over the number of initial impressions) and click-through rate (CTR).</p> <p>Research conducted by VideoHub showed that duration of a video ad didn’t make much difference though, even when the ad runs for over an hour!?</p> <p>Clearly, there aren’t many ads online that run for that time so it may just be that they were particularly well targeted.</p> <p>Interestingly, research that the Mobile Marketing Association conducted with its partners showed that although duration didn’t have a massive impact on view rate, it did influence the CTR, with longer videos achieving fewer clicks.</p> <p><em><strong>Average CTR for non-skippable ads by duration</strong></em></p> <p><img src="https://assets.econsultancy.com/images/0007/6120/CTR_vs_video_length.png" alt="" width="838" height="507"></p> <p>A factor that does actually affect the VTR is the size of the video, with larger ads (pixel x pixel) having a higher view rate.</p> <p>So it is important to consider exactly how your films will be displayed, not just how long they run for.</p> <p>This research is really interesting and can be applied to all video content.</p> <p>Even if we aren’t creating ads, understanding how audiences respond to our content influences everything we make, whether it is a TV ad, an online ad or a corporate video. </p> <h3>Going live</h3> <p>Live video is a relatively new area which requires some thought around duration.</p> <p>Facebook for example recommends a duration of at least five minutes, and people I have spoken to have found 5-20 minutes works well.</p> <p>Live is challenging because you need to be around long enough to attract your audience (unless it has been heavily promoted), and deliver content that is still interesting for those joining late.</p> <p>It’s early days and will probably be the subject of a future post, but at the moment I suggest dividing your content so that if people join late it is still relevant. Short Q&amp;As, for example.</p> <p>Or create something that hasn’t really got a beginning and an end, less story based and more experience based.</p> <p>Don’t forget to edit and reuse your ‘live’ content elsewhere, make the most of it! </p> <p>Just to make things even more complicated, the platform your video is on also makes a difference to the engagement over time.</p> <p>For example, on Facebook shorter videos get more engagement (although the value of that ‘engagement’ needs to be measured), on YouTube engagement can actually increase the longer someone watches.</p> <p>ReelSEO has <a href="https://econsultancy.com/admin/blog_posts/67855-how-long-should-my-video-be/">published a really interesting article</a> on this topic.</p> <p>Personally I think it’s far too easy to ‘like’ a video on Facebook without any real engagement and brands can rely too much on this metric.</p> <p>So if you are looking to achieve the best CTR with video (which most of us are), shorter films (less than 30 seconds) in a larger format tend to be the best recipe for success.</p> <p>However, targeting and platforms can be just as important. Show the right content to the right people and they will watch it, even if it is an hour long!</p> <p><strong><em>To learn more, book yourself onto Econsultancy’s <a href="https://econsultancy.com/training/courses/video-marketing-strategies/">Video Marketing Training Course</a>.</em></strong></p>