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Dare to Be Surprised in Digital Video Advertising Trends for 2013

MediaPost

In the past year, we’ve seen the greater awareness (and, consequently, media spending) devoted to digital video, mobile, programmatic buying and selling of ad inventory, and social media take off in manners and volumes most of us wouldn’t have predicted. There’s no such thing as the status quo in rapidly growing technologies and media channels, and in 2013, records will be broken, and outmoded models will crumble. Here are 11 ways we predict the digital marketplace will really change in 2013.

- Video RTB revenue will exceed Forrester expectations. Sure, we have an affinity to this, but Forrester has predicted RTB video spending will grow from $387 million in 2012 to $667 million in 2013. This might sound like huge growth, and it is, but it’s conservative given the conversation about programmatic buying and selling is picking up.  RTB is a big part of programmatic in video. If people were surprised by the statistics around the rise of online video consumption in 2012, 2013 will be even more of a shocker. RTB in video will be lauded for its abilities to monetize video content and give brands the reach they desire.

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Infographic: B2B Tech Buyers Leverage Video to Advance Purchase Behavior

IDG Research Services

This new global research from IDG Research Services provides tech marketers with information to help fine tune their marketing strategies and more effectively reach key target audiences. This infographic focuses on how B2B tech buyers leverage video to advance purchase behavior. Ninety-five percent of B2B tech buyers watch tech-related videos and video viewing positively correlates with purchase behaviors.

For other infographics related to this research click here

B2B Tech Buyers Video1 Infographic: B2B Tech Buyers Leverage Video to Advance Purchase Behavior

 

Top Web and Mobile Properties of 2012

eMarketer

Trends emerge in app preferences of iPhone vs. Android users

Which web and mobile properties found the largest audiences in 2012? According to Nielsen, Americans on the web were most inclined to search, socialize, shop, browse or, of course, look things up on Wikipedia.

The two US sites that averaged the greatest number of monthly unique visitors were web giants Google and Facebook: the former averaged over 172 million monthly unique visitors, the latter close to 153 million. Large online media sites Yahoo! (#3) and AOL (#7), shopping juggernaut Amazon (#8) and search offerings from Microsoft (#6) and Ask.com (#10), all found their way into the top ten as well.

emarketer Top Web and Mobile Properties of 2012

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Social Marketers Dive into Mobile

eMarketer

A mobile-first mentality is taking hold

There is no question that social media has gone mobile, as more and more consumers access their accounts via smartphones and tablets. Now, marketers are racing to catch up with consumers where they connect, employing a variety of strategies for outreach, according to a new eMarketer report, “Social Media Marketing on Mobile Devices: Turning Challenges into Opportunities.”

148536 Social Marketers Dive into Mobile

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Home Page Ads Rise, Ad Base Diversifies

MediaPost

As a result of higher seasonal ad spending, the fourth quarter is typically the strongest of the year for display advertising. But the latest report from Macquarie Securities analyzing home page ad trends suggests that display advertising at the end of 2012 improved in the prior quarter and year-earlier period, too.  Overall, more than half (56%) of home page ads running across Yahoo, AOL, MSN and YouTube were oversized/custom units, compared to 45% in the third quarter and 43% in the fourth quarter of 2011. Macquarie uses these units as a proxy for display ad health because they tend to command higher CPMs than traditional ad sizes.

The report noted an increase in purely brand-focused (versus direct-response) advertising in Q4, at 67% of ads — up from 58% in Q3, and 59% a year ago. In terms of industry categories, media and financial services led the way, accounting for 18% and 14% of home page ads, respectively. Holiday promotions in auto, telecom, consumer electronics and retail also drove much year-end advertising.

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There’s No Avoiding Google+

Wall Street Journal

Google Inc. GOOG +0.73% is challenging Facebook Inc. FB +1.35% by using a controversial tactic: requiring people to use the Google+ social network.

The result is that people who create an account to use Gmail, YouTube and other Google services—including the Zagat restaurant-review website—are also being set up with public Google+ pages that can be viewed by anyone online. Google+ is a Facebook rival and one of the company’s most important recent initiatives as it tries to snag more online advertising dollars.

The impetus comes from the top. Google Chief Executive Larry Page has sought more aggressive measures to get people to use Google+, two people familiar with the matter say. Google created Google+ in large part to prevent Facebook from dominating the social-networking business.

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Eight Digital Trends to Watch in 2013

Adweek

Making predictions in digital media can be a dangerous game. Conjecture such as “2006 is going to be the year of mobile” come to mind. How many of us this time last year even knew what Pinterest was, let alone predicted its popularity explosion? With that being said, Adweek is attempting to make some educated guesses about where this industry might be headed. Here are eight trends to watch for as 2013 unfolds:

Brands as Publishers

Content marketing became all the rage this year as brands from IBM to Amazon to Unilever started thinking more like publishers. Most of the conversations centered on embedding companies within digital consumer experiences by way of visual or text-based content. Paul Polman, Unilever chief exec, planted his firm’s flag in the movement by saying it “is reallocating budgets to enable us to make content in an always-on world. Agencies need to organize themselves around the consumer, not the client.”

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Marketing Interest in Pinterest, Google+ Climbs

eMarketer

Facebook and social media management technology top marketing dollar investments for 2013.  With two-thirds of the US internet population expected to belong to a social network by the end of 2013, according to eMarketer estimates, the majority of brands are now actively using social media to manage their digital presence.

Q3 2012 findings from media buying and solutions provider STRATA showed 91.9% of those surveyed were using social media. The vast majority (82.4%) of US agencies reported using Facebook for clients’ social media campaigns, nearly double or more the number using the popular platforms YouTube (41.9%), Twitter (36.5%) and LinkedIn (23%). Emerging platforms Google+ and Pinterest saw significant growth in reported quarter-over-quarter usage with roughly one in four US agencies likely to use each of these networks for clients’ social media campaigns.

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Mobile to overtake TV to become first screen

BizReport

YouTube’s Global Head of Content, Robert Kyncl, announced at the recent Abu Dhabi Media Summit that smartphones and tablets won’t be ‘second screens’ for much longer. He is confident that watching video content on mobile devices will soon surpass television. Based on previous mobile traffic figures he could be right. A quarter of total video traffic on YouTube today comes from mobile, up from just 6% eighteen months ago.

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Online Video Viewing Hits Record In August Of 188 Million Viewers, Ads Lag

MediaPost

The online video business might be enjoying a record number of viewers, but the number of ads seen hasn’t returned yet to the highs hit in the spring. In comScore’s just-released monthly report on video viewing, the measurement firm said a record 188 million Americans watched 37.7 billion online videos in August. That’s a rise from 184 million Americans checking out online videos in July.

The trouble is, the numbers of ads viewed in August was about the same as the month before, clocking in at 9.5 billion video ads, on par with July. The ads-viewed figure has not shot past its previous high of 11 billion in June, or even the 10 billion mark that it hit for the first time in May.

The top ten online video content properties for the month of August were Google-owned YouTube, Yahoo sites, Microsoft sites, Vevo, Facebook, AOL, Viacom Digital, NDN, Grab Media and Amazon sites. By ads viewed, the top properties were Google-owned YouTube, Brightroll, Adap.tv, Hulu, SpotXchange, TubeMogul, Tremor Video, Specific Media, Auditude and Videology.

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