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CASE STUDY: Audience Extension

acer logo e1435248713675 CASE STUDY: Audience Extension

Program ran in United Kingdom

GOAL

Educate and inspire gift-givers about the benefits of computing products in enhancing the lives of their loved ones while increasing awareness of Acer brand & products. Screen Shot 2015 06 25 at 12.03.33 PM CASE STUDY: Audience Extension

SOLUTION

Leverage the reach & influence of premium IDG editorial media outlets to deploy a dual-function program aimed at engaging target consumer audiences on two levels:

NativeNews Package  (Hub, Articles, Videos, Article Spotlight, Sponsored Article Posts & Newsletters):

Built platforms aimed at engaging target audiences, providing extensive brand exposure and communicating Acer’s messaging. Custom articles and video scripts were authored by IDG subject-matter experts and were hosted on IDG properties. Custom ad units ran in tandem with the native activities to promote content and reinforce brand recognition.

Custom Built Ad Units (Mobile & Desktop Product Line Showcase & InFunnel Ad Units):

This was an interactive solution utilized to create awareness, provide information and ultimately drive consideration and sales.

RESULTS

  • High average time spent on site (3:54mins) and a high overall average video completion rate (73%).
  • 38% of all video views were on the IDG-produced videos.
  • Impressions: 1,352,434 ; Page views: 6,682

The Web is Getting Slower

 

Source: CNN Money

The spinning wheel of death never seems to stop turning these days.

It’s not you. Web pages really are loading slower.

The average site is now 2.1 MB in size — two times larger than the average site from three years ago, according to data tracked by HTTP Archive.

There are a few reasons for this added weight.

Websites are adding more attention-attracting videos, images, interactivity plug-ins (comments and feeds) and other code and script-heavy features that clog up broadband pipes and wireless spectrum.

Sites also have ramped up their usage of tracking and analysis tools to learn more about their visitors. Inserting third-party data trackers not only increases a website’s weight, but also the number of separate data fetching tasks, which leads to slower load times as well.

Photos and videos continue to be the bulkiest part of websites, making up almost three-fourths their size. That proportion has stayed relatively constant over the past three years, even as the total size of websites has grown.

But as more smartphones, tablets, watches and other gizmos are built to go online, developers have to create even more versions of websites and Web components to fit evermore formats. Some websites, for example, have more than 50 different image sizes which can be called upon to load depending on device. This additional complexity requires more code to run, and adds to a website’s bulk.

“The shift from desktop to mobile requests and consumption have had the biggest impact on website performance,” said Craig Adams, VP of Web experience products at Akamai, a content delivery network that services 15% to 30% of all online traffic daily.

On top of all this, websites are using stronger encryption to make themselves more secure. Shielding themselves behind secured protocols requires more code and data crunching power, too.

Continue Reading…

New Approaches to Video From Four Digital Leaders

Source: The Media Briefing

If you’ve been paying attention to recent media industry coverage, then you may have been distracted by all this chatter around Facebook Instant.

However, there’s also a much larger tectonic shift happening on the Facebook platform, one that’s not just impacting a tiny pilot group of elite publishers like the Instant experiment: Facebook is pushing video content like crazy.

There are two things going on here.

1)   Facebook is favouring video uploaded through its native player

A Business Insider article claims the social network’s algorithm prioritises videos to make up 30% of the News Feed. And Facebook itself has shared that users are seeing 3.6 times more video compared with one year ago.

2)   Publishers and brands are responding by uploading record amounts of video to Facebook, and getting record engagement.

Liam Corcoran at NewsWhip, a social analytics firm, told me that “average share rates on Facebook native videos are far higher than those of other types of Facebook posts, such as Links and Images.”

Corcoran took the example of BBC News’ Facebook page, where “average share rates per video were over four times higher than those for external links”.

But it’s not just Facebook

Facebook isn’t the only force impacting publishers’ video strategies: newer platforms like Instagram, Snapchat, and Vine are already the focus of much experimentation around new video formats. And of course there’s the continued growth in views and uploads on YouTube, which is still a vital platform for most media.

The one constant across all these platforms is the growing consumption of video on mobile – Facebook COO Sheryl Sandberg said 75% of the network’s 4 billion daily video views come from mobile devices.

In need of a better way

Therefore, the current state of video for publishers is this:

The distribution channels and consumption habits are evolving rapidly, and a new approach to video is required. One that caters to a mobile, social audience, and involves a healthy amount of experimentation around new formats and more efficient workflows.

I spoke to some global leaders in the space, to find out what they consider as the new approach to video. Here’s a selection of key quotes:

Jigar Mehta (@jigarmehta), Engagement Lead at AJ + (USA)

  • When we produce video for Facebook, we have to assume that the audience is going to be watching on their mobile phones with no sound, so we have to optimize video to tell the story with no sound.
  • On Facebook, we know that we are competing for time on a platform where content FOMO [fear of missing out] is rampant, so we strive to make our videos very engaging from the start, and not waste any time getting straight into the stories we tell.

  • We are always thinking about how we can get as much information across and tell the stories we need to tell in the shortest amount of time possible, while still being engaging.

Sven Christian (@sven_christian), Head of Video at Spiegel Online (Germany)

[Disclosure, Spiegel Online is a user of the wochit video creation platform]

  • Our emphasis is on scenes, sound bites, and atmospheres. We show, don’t tell!
  • So we use as little comment as possible, instead utilising bullet points to answer the basic questions: who does what where when and try to explain why.
  • Video has the power to transport information quicker and closer to the viewer than text. But text can explain things more deeply. Fortunately I work with fantastic writers: we can show, they can tell.

 

Continue Reading…

 

Video Will Dominate Mobile Usage by 2020

Source: MediaPost

The number of smartphones in use around the world will more than double over the next five years, from 2.6 billion in 2014 to 6.1 billion in 2020, according to a new forecast from network equipment manufacturer Ericsson. That means around 70% of the world’s population will have a smartphone by the latter date, with the bulk of  new mobile subscriptions (two billion) located in the Asia-Pacific region, and another 750 million in the Middle East and Africa.

Meanwhile the total number of connected devices of all kinds, including wearable devices, will soar to 26 billion worldwide over the same period. Mobile handset subscriptions of all kinds (including non-smartphones) will increase from 7.1 billion in 2014 to 9.2 billion in 2020.

Ericsson also predicts that by 2020, 90% of the world population will have access to mobile broadband networks, causing mobile data usage to soar. Worldwide smartphone data usage will increase fivefold, from one gigabyte per month in 2014 to 4.9 gigabytes in 2020, when smartphones will account for 80% of all global mobile data usage. Overall two out of three dollars spent on Internet services will go to mobile access rather than landline services five years from now.

Continue Reading…

Paid, Owned, Earned B2B Content Marketing Trends

How effective is your B2B content marketing strategy? IDG Sponsored 2015 research by Content Marketing Institute and Marketing Profs on how tech marketers have changed their content marketing practices over the last year. This video focuses more specifically on trends within a paid, owned, earned media strategy.

Watch more videos like this.

IDG Creates A Central Video Hub

DIGIDAY

IDG Communications considers itself “a best-kept secret” in the world of tech video, with aggregate viewership higher than CNET or The Verge — but far less recognition for it. Now, the company has a plan in motion to bring its video more visibility.

IDG launched IDG.tv in December to serve as a hub for video content from its media properties, which include Macworld, PCWorld, NetworkWorld and CIO. Now, it’s in the process of building out a dedicated video-production arm untethered to any individual publication, with roughly a dozen full-time staffers working out of studios in Boston and San Francisco. The team’s mandate: Make top-notch video content about consumer and enterprise technology for IDG’s global brands, whether that means creating new series or bringing a smart, differentiated take to tech event coverage.

“We really decided the time was right to leverage our audience and become the dominant creator of tech video on the Web,” said Dina Roman, general manager of IDG.tv.

Alongside the launch of IDG.tv, the company hired Kyle Kramer, formerly head of production at Vox Media, to serve as vp of video programming, spearheading its video content strategy. IDG has already rolled out a few video series, such as “Breakout Startups,” which examines tech startups innovating in their field, and “Hardcore Hardware,” which spotlights the most powerful new gaming tech for PC gamers. It plans to launch “many more series” over the next several months, according to Roman.

Read More…

For a similar article, “IDG.tv to Unify Global Video Content across Media Properties; Launches Original Video Programming for Marketers and Consumers,” click here.

Video: IT Mergers & Acquisitions (M&A) Across The 3rd Platform

IDC PMS4colorversion 1 Video: IT Mergers & Acquisitions (M&A) Across The 3rd Platform

How are vendors, IT enterprises, and investors making decisions with 3rd Platform technologies? Since 2012, M&A deals have been skyrocketing in both deal volume and value. In 2014, total IT disclosed deal volume jumped to $476 billion and had almost 1,300 deals associated with cloud, mobile, social, and big data technologies.

IDC’s Vendor Watch Service provides expert guidance on smaller, private tech vendors before they hit the public radar.

Click here to watch IDC Tech Talk videos: https://www.youtube.com/user/IDCTechTalk

IDC’s TechTalk highlights the latest industry trends for IT Executives, brought to you by IDC’s leading analysts. Browse topics from Cloud Computing, Mobility, Social Business, Big Data and more

Not All Social Media Platforms are Equal – How to Pick the Ones That Work for You

Soshable

Launching a new business? Or promoting an existing one? Either way, my guess is that social media figures pretty high on your priority list when it comes to marketing your brand.

Over 70% of all online adults in the United States have a Facebook account. For the first time ever, 56% of senior citizens are on social media. That figure stands at 89% for young ’uns, or users from 18 to 29 years of age. The millennial generation, consisting of young adults born between 1980 to 2000 and accounting for nearly 30% of the US population, see social media as their primary means of connecting with brands. Over half of them claim that “social opinions” directly influence their purchase decisions.

So we all agree that being on social media is unavoidable if you want to be relevant to today’s consumer.

With the explosion of social media platforms, the question now arises, “which social media platforms will give me actual results?” And this, my friends, is the most sensible place to begin your social media journey.

Research Your Options

The first step to social media success lies in being active on the right platforms and engaging with your target audience in the form that they prefer best. But before you make a choice of which platform would work for your business, you need to first figure out what each platform has to offer you and then proceed by eliminating the least attractive ones.

Before we analyze each platform’s pros and cons, let’s see where they all stand with respect to each other.

The data above clearly shows Facebook as the leader in terms of number of users, followed by LinkedIn, Pinterest, Instagram and Twitter – in that order. This data also shows us how in a matter of a couple of years, Twitter has gone from being the third largest network to a lowly number five. At the same time, we see Facebook stagnating in its usage figures in the last year with a barely-there upward blip in 2013.

Let’s arm ourselves with some more facts about the top five social networks before we decide which ones work best for our business.

Facebook offers brands the widest possible reach – with 1.34 billion active users per month, Facebook is light-years ahead of competition. As a platform it is marginally more popular with women than men, it’s also more popular among Hispanics and Whites as compared to African Americans. A trend that has been accelerating in recent years is the exodus of teens from the site with 3 million teens dropping off in the last three years.

Read More… 

 

5 innovative ideas for digital journalism from Build The News

Journalism.co.uk

The third edition of Build The News, a two-day hackathon organised by The Times and Sunday Times, took place last weekend at the News UK offices in London. Around a hundred talented developers and student journalists brought innovative ideas and prototypes to the table, competing for both the student and staff categories.

The three topics proposed by the organisers before the event were: interaction – if news organisations are getting rid of comments, how can readers be engaged?; social sources – how to ensure UGC is fairly credited; and context – how to explain to readers the wider situation and context around a certain story.

Participating teams tackled not only these categories, but many others. Here are five ideas developed and presented at Build The News:

Interactive Debate

May’s General Election is fast approaching and news organisations are looking for creative and interactive ways of engaging their audiences. The hackathon’s winning team developed a tool that can be easily applied to this particular event, but also to other types of video interviews.

Once given a video, the system generates a transcription, identifies the speakers and provides a written summary of the keywords and main topics discussed. Interactive Debate also uses natural language processing and sentiment analysis software to identify the emotional charge of the participants.

The tool can also serve journalists by providing an analytics dashboard of viewers’ engagement with the content, from most viewed to most shared or commented on.

“I have a long-standing interest in working with transcriptions”, said Pietro Passarelli, one of the team members and current MSc Computer Science student at University College London. “Having worked in the media industry on broadcast documentaries, I am always considering ways in which to make the process easier, faster and more insightful”.

Read More..

Facebook’s New App That Will Make Video Content HUGE

Quartz

Facebook has rolled out a new app that lets friends (and subsequently their network of friends and so on) add clips to an ongoing video focused on a single topic—April Fool’s Day, for instance. It’s potentially a game-changer for advertisers on the social network, which eventually could use the app to engage directly with consumers. And it’s another example of Facebook’s growing emphasis on video.

It’s easy to envision how the new app, Riff, might have been used during last year’s ALS Ice Bucket Challenge, which over the course of three months generated more than 17 million videos posted on Facebook while raising awareness and money to fight Lou Gehrig’s disease.

The video-driven campaign contributed to the huge increase in the number of video posts on Facebook last year—up 94% in the US and 75% globally. In January, the company said that video views on the social network had reached 3 billion a day. “If you go back five years ago, a lot of Facebook was primarily text, right, and a little bit of photos,” CEO Mark Zuckerberg told investors. “Now, I think the primary mode that people are using to share is photos, and I wouldn’t be surprised if in the future that shifted more and more towards videos.”

Facebook’s challenge is getting users to see the value of Riff. The few companies that have ventured into this niche haven’t seen major success. JumpCam, for instance, ranks No. 1,346 in the App Store’s social networking category, according to App Annie. CompetitorsMixBitCollabraCam, and Vyclone haven’t fared much better in the rankings.

But Facebook is pressing on with its video efforts—at its developer conference last week it announced plans to bring immersive videos with 360° perspective to the social network and its virtual-reality platform, Oculus.

“What really matters is that consumers are using video on Facebook, because that gives us an opportunity, one, to provide a great consumer experience, but two, to have ads match that consumer experience,” chief operating office Sheryl Sandberg said on the company’s most recent quarterly earnings call. “If there wasn’t consumer video on Facebook, video ads in your news feed would be very jarring.”

Read More…