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2015 International CES

01/06/2015 - 01/09/2015 Las Vegas Nevada

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The Value Of Video For Social Advertising

MediaPost

The value of video in digital marketing is growing as video consumption continues to rise across channels and connected devices. In the first half of 2014, the Interactive Advertising Bureau reported digital video ad spending increased by 24% compared to the first half of 2013.

While TV is not dead — consumers still watch on average 4.5 hours of TV per day — users are spending significant amounts of more time viewing video content on other devices like desktop, smartphone and tablet. Mobile now accounts for 22% of overall digital video consumption, expected to rise in 2015 with ad spending in social expected to exceed $26 billion dollars globally.

Enter Social Media: A Channel Capable of Widespread Impact

As marketers, we need to stop thinking in silos and start media planning with complete storytelling in mind. Using video content and social channels together to tell a cohesive, engaging narrative that leverages the mind-set of the user, based on the screen and platform they are viewing, should be the norm.

Once content creators begin to develop video based on channel and device, engagement and video completion rates skyrocket. Adding videos to landing pages can increase conversions by nearly 90 percent—especially across the ever-increasing landscape of social platforms, where video has become a strategic way to break through the daily clutter of 58 million tweets, 4.75 billion pieces of Facebook content, and 60 million Instagram posts.

Few advertising channels outside of social allow a brand to maximize distribution of short- and long-form content and get users to watch nearly an entire video clip. Video is a tool to help change perception and sentiment among a brand’s target audience, while leveraging established advocates to relay influential opinions to their peers across multiple channels.

Given the usage of social platforms, high engagement with content and the ability to target audiences on a one-to-one level, it’s surprising that video and social are so commonly planned separately. As marketers, isn’t it our job to find the right user and deliver the right message to them at the right time? If so, why are we not planning video strategies on Facebook and Twitter in conjunction with our broader video buys? It is time to tear down the channel walls and start building smarter media plans inclusive of social user behavior and each platform’s unique capabilities.

Video-based social media offerings are becoming more advanced and marketers should continue to adjust their strategy accordingly. Recent research from SocialBakers found that more marketers are opting for Facebook video over YouTube, and Twitter’s native Video Card outperforms YouTube links — emphasizing the huge opportunity for brands to develop engaging content that resonates with each social network’s unique audience and format.

Continue reading… 

Facebook will be mostly video in 5 years, Zuckerberg says

IDG News Service

If you think your Facebook feed has a lot of video now, just wait.

“In five years, most of [Facebook] will be video,” CEO Mark Zuckerberg said Thursday during the company’s first community town hall, in which he took questions from the public on a range of topics.

He was responding to a question about whether the growing number of photos uploaded to Facebook is putting a drag on its infrastructure. But Facebook’s data centers have it covered, he said. The real challenge is improving the infrastructure to allow for more rich media like video in people’s feeds.

Zuckerberg took questions from a group of users who were invited to its headquarters in Menlo Park, California, and people also submitted questions online.

One of the most popular online question was why Facebook forced users to download its Messenger app for mobile.

The 30-year-old acknowledged not everyone was thrilled with the change.

“Asking everyone in our community to install another app is a big ask,” he said. But Facebook thought it could provide a better, faster messaging product if it split it off from its own app.

“We really believe this is a better experience,” Zuckerberg said.

One user in the audience asked him if Facebook is losing its charm or becoming boring.

The question of Facebook losing its “cool” gets raised from time to time, Zuckerberg said, but “my goal was never to make Facebook cool,” he said. Instead, he wants it to be a helpful service that just works.

Another asked why he always seems wear the same t-shirts and hoodies. Zuckerberg said he wants to spend as much time as possible on things that matter, like how to build products, even if it means thinking less about what he wears.

“Steve Jobs had the same approach,” he said.

View the original article and related links… 

Video blogs, podcasts help marketers reach niche audiences on mobile

Mobile Marketer

NEW YORK – Video blogging and podcasting are experiencing rapid growth, with many consumers being reached via mobile, said a panel of podcasters and video bloggers at the ad:tech New York conference.

Because the mobile and Web video industry has seen a significant rise in the last several years, marketers and brands can effectively use those kinds of platforms to reach niche audiences. Videos and podcasts offer consumers control, which makes marketing appear more natural.

“Consumption has really gone mobile,” said Rob Walch, vice president of Podcaster Relations, Libsyn, Pittsburgh, PA. “More people are consuming now on mobile devices, and the media has become more aware of it.

“Podcasting is about consumers being able to consume the podcast when they want, how they want. Podcasting is the antithesis of streaming – you are in control.”

Tips for engagement
The way in which podcasts are being consumed has changed drastically in the past two years, with large numbers coming from mobile, said Mr. Walch. Video podcasts have decreased, with audio leading the way in building up listeners.

“Consumption has switched over to audio from the podcast side, and a lot of that has to do with people streaming from smartphones,” Mr. Walch said.

However, podcasters and video bloggers must be cognizant about which devices they are marketing towards. The iOS platform has over 500 million devices that have native-built podcast mobile applications, but Android does not.

“On the mobile side, it really is still an Apple world,” Mr. Walch said. “For podcasters, Apple is your friend. Google is not.”

Marketers seeking to use the podcast or video platforms should also make sure to keep the URLs simple, but unique for each show within the campaign.

Relevant marketing
Podcasters seeking to build a substantial fan base should ensure to focus on gaining listeners and followers rather than number of listens. Subscribers are also directly related to return on investment.

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IDG Corporate Video 2015

idg logo1 IDG Corporate Video 2015

IDG is the world’s leading media, events, and research company reaching over 280 million technology buyings in 97 countries.

IDG Communications (a subsidiary of IDG) is the largest global technology media, data and services company. It delivers personalized and contextual-based experiences for the most powerful tech buyers.

From millennial tech enthusiasts to senior executives, IDG understands and reaches them all.

Yahoo In Talks To Buy Video Ad Platform BrightRoll For Around $700M

TechCrunch

Yahoo has been building up its video and video advertising content, and we have heard that it may make another key acquisition in the area to further raise its game. The company is in talks to acquire BrightRoll, the cross-platform digital video advertising service.

TechCrunch has heard that term sheets have been signed, and that the price, if the deal is completed, could be anywhere from $500 million to $1 billion, but looks likely to be in the region of $700 million – $725 million.

Yahoo is currently under pressure from activist investor Starboard Value to consider a breakup and/or sale of the company. This could potentially have an impact on negotiations. Tim Armstrong, the CEO of AOL — Starboard’s target for a merger — earlier today said that a Yahoo sale does not figure as part of AOL’s future plans.

Were a BrightRoll acquisition to go through, you can see Yahoo’s logic: BrightRoll is a strong competitor against the likes of Google and its leading online video property YouTube when it comes to video ad volumes and attracting publishers and advertisers.

BrightRoll’s platform — which works across web, mobile and connected TV devices — acts as an intermediary and service for both advertisers and publishers. Advertisers plan, target, optimise and report digital video ad campaigns, while publishers plug BrightRoll ad inventory into their content.

Its platform is one of the biggest of its kind: “#1 in ads served and largest reach to unique video viewers,” according to comScore in June 2014, and as pointed out by BrightRoll itself. The company works with 25 of the top 50 publishers, and 85 of the top 100 advertisers.

Continue reading…

Mobile Infographic Video: Millennials vs. Generation X

IDG GlobalSolutions Color Mobile Infographic Video: Millennials vs. Generation X

A global content revolution is upon us. These days practically every piece of con- tent we discover, share or engage with comes as a stream of digital information – real-time search results, social media feeds or swathes of rich media ads and advertorial experiences.

Nearly all respondents aged 18 to 34 owned a smartphone, and 91% of 18- to 24-year-olds and 85% of 25- to 34-year-olds used social networking sites and apps on their smartphone. Only 38% of 18- to 24-year-olds owned a tablet, however. Tablet ownership jumps to 55% among 25- to 34-year-olds, and 65% report using another device or screen, primarily television (83%) at the same time as their tablet.

To download the 2014 IDG Global Mobile Survey white paper and view other infographics, CLICK HERE

How to Develop Digital Content – 4 Analyst Insights

IDG Connect 0811 300x141 How to Develop Digital Content – 4 Analyst Insights

With digital content so widely consumed online it’s important to create relevant and interesting content for your audience. These four insights from our Principle Analyst, Bob Johnson, will help you build a content strategy that works for your brand.

1. Do You Have a Digital Content Strategy?

Today many are clamoring for a content strategy. The trouble most organizations do not understand that it is a lot harder to implement than it is to conceptualize. Read more >

2. Do You Follow these Five Senses?

What does your content tell you about the people who consume different assets? Is each asset a good listener, does it have a sense of taste, can it smell a buyer from non-buyer, does it see where the buyer’s interest lies and can it feel the readiness of a buyer to engage with sales? Read more >

3. Do Misuse Your Content?

You spend so much time, money and effort on creating digital content but too much of that effort goes wasted as we see multiple issues. See you if stand out from the crowd by thinking about your content against these common mistakes. Read more >

4. Do You Organize Your Content Effectively?

As you focus on how to organize your digital assets on your website, you face a multitude of options. But when you ask buyers how they prefer to see content organized, they speak very clearly that they have a primary preference. Read more >

World Tech Update Video – 10/3/14

IDG News Service

Ttis week Microsoft unveils Windows 10, JPMorgan Chase says a cyberattack this summer affected 83 million customers and we check out a hardware hackathon for women.

Five findings about digital video news

Pew Research Centre

News audiences are watching more digital news video than ever before and newsrooms are investing in creating more video content. The challenge—as is the case with other digital ad revenue—is that big tech firms such as Google and Facebook are poised to pocket a large share of the digital video ad dollars because they are able to more effectively monetize video content.

As part of its State of the News Media 2014 report, the Pew Research Center surveyed U.S. adults about their digital video habits to get a sense of that marketplace today. Here’s what we found:

1The digital video advertising market is relatively small, but it is growing rapidly. According to eMarketer, digital video advertising in 2013 accounted for about 10% of the overall digital advertising market. But digital video ad revenue reached $4.15 billion in 2013, which represents a 44% increase from 2012 and almost a tripling of the revenue from 2010. YouTube is estimated to account for 20.5% of that that $4.15 billion in digital video advertising, and eMarketer estimates that its share will continue to grow, leaving fewer ad dollars for news organizations.

2Digital video consumption is growing and digital news video consumption is growing with it. Almost two-thirds of U.S. adults now watch videos online and more than half of those (36%) watch news videos. This is up from 40% of U.S. adults who watched or downloaded any kind of video in 2007 and 26% who watched or downloaded news videos.

Find out more…

Mobile video to accelerate mobile advertising value proposition

Mobile Marketer
Recent comScore data indicates mobile media consumption is the most used form of digital media consumption, which should intuitively correlate to a tipping point in spend. Yet, there still remains debate as our industry struggles to allocate traditional brand marketing dollars to this opportunity.
While we study location, search and programmatic ways to streamline and simplify mobile advertising transactions, the most immediate opportunity will occur within the mobile video space, which remains the highest growth medium in the digital landscape.
As such, it bears mentioning some fundamental factors to best leverage your video message.
Friendly post
Whether brands elect to play in the comfort zones with premium off-network mobile video applications from the big networks and cable providers or elect to jump into the emerging, somewhat unknown and more fragmented space of mobile gaming publishers with upstarts such as Viggle or anime stalwarts, the opportunity is substantial.