Tag Archives: YouTube

Weekly News Roundup

Second Quarter Maintains Positive Growth for Digital Ads as Smartphones Close Gap with Tablets

IgnitionOne just released its highly anticipated Quarterly Report. IgnitionOne’s quarterly report is the longest continuously running quarterly report on Digital Marketing trends. IgnitionOne had some extremely interesting key findings in their report. Search advertising spend is up 9% since last year. Google regained engine market share increasing their share to 79%. On the basis of the report, Roger Barnette says, “our clients closely track ROI and will follow results when deciding where to spend their next dollar.”

Confirmed: Mobile Commerce is Here To Stay

Just in case anyone had doubts, mobile commerce is here to stay. New research conducted by Australian Communications and Media Authority shows that mobile commerce has grown by 448% since 2010. As a matter of fact, the report shows that Australian consumers would rather shop from their mobile device. This growth of mobile commerce can be attributed to the increased ownership of smartphones worldwide. Smartphone ownership has increased 8% since May 2013. Mobile commerce is still growing and show no signs of slowing down.

Facebook Tracking is Changing

Facebook has once again changed the way they track their customers. Facebook has now decided to track what users do outside of their site. This can be viewed as a huge breach in the users privacy. However, facebook claims they are doing this in order to provide more relevant advertisements to their users. Jeff Chester, executive director of the Center for Digital Democracy, explains that “Facebook is going to use multiple ways to track their users and sell them to their advertisers.”

CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets: But almost half are worried about managing this change

The infographics in the article show the future of digital marketing and the trends of the industry over the past years. According to the article, “within the next 5 years, digital will account for 75% of the Marketing budget.” Email and mobile both have grown greatly in channel effectiveness since 2012. Many executives say the biggest problem with switching to digital, is “managing the change.” However, it has been proven that digital is effective, so managing the change should be worth it. 

Ad Age Survey: How Advertisers Are Spending on Facebook, Twitter and YouTube

Which social media platform are advertisers spending most of their time and money on for the future? The answer is Twitter. The largest goal for marketers, when polled, was bringing “awareness and sentiment” for their brands. Facebook was by far the most dominant social media platform, where 83%, up from 70% of advertisers are now paying for ads on Facebook. However, for a future outlook, advertisers are looking at Twitter as their favored way of promotion. Youtube came behind Twitter and Facebook, falling fourth as the best ad platform for ROI.

Twitter Globally Expands Mobile App Promo Ads, Enhances Targeting

Twitter is now growing to expand its mobile app promotion ads worldwide. The ads ultimately redirect users to download new apps or open their existing apps already downloaded on their smartphone. There is no doubt that Twitter has incredible targeting capabilities. Twitter also offers conversion tracking capabilities for its advertisers, allowing marketers to measure the impact of their campaigns. According to BIA/Kelsey, most of the credit for the success goes to Facebook’s News Feed ads and Twitter’s Promoted Tweets.

Paid-Search Spend Rises, But Marketers Pulling Out Of Partner Programs

9% more was spent by U.S. Marketers this year in paid-search ads. Mobile and tablet devices made up for 27% of total search spend. Running campaigns on smartphones alone rose 173%. The article mentions IgnitionOne’s study on the move away from advertising on search partner sites. “The difference in efficiency on Google is likely due to how quality score is calculated separately for their partner sites,” per the study.

US Paid Search Spend Continues to Rise

IgnitionOne is mentioned on its Q2 2014 marketing report, contributing to large improvements in innovation in paid search technology. The article also mentions different growth engines, such as Google and Facebook’s remarketing platform, Facebook Exchange. It takes note on how much mobile and tablet devices are growing in the market. Smartphone spending amazingly grew by 173%.

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Source: Spartan PR

 

Why Marketers Are Bullish on Video

In 2004, the widespread destruction of the Asian tsunami and the US presidential election were the first events to really find exposure through the emerging medium of online video. Almost nine years have passed and video has not only become one of the most popular formats for content sharing online, but has evolved to accommodate various markets, including advertising.

More recently, advertisers have been leveraging engaging and interactive content in this layout, fueling awareness and branding efforts and gaining momentum within marketing mixes. Over the last couple of years, the shift from PC to mobile has ushered a surge in video, which is impacting the way advertisers allocate their budgets. Mobile and tablet shoppers are three times as likely to watch a video as laptop or desktop users and video accounts for more than half of all Internet traffic on mobile devices, with tablet users three times more likely to watch a video than their smartphone counterparts.

With such providers of streaming media as Hulu and YouTube, television and movies are easily accessible online, giving advertisers premium pre-roll and in-stream video inventory to promote their brand or products. As consumers are widely turning to these providers to watch their preferred programs over television, marketers are able to harness more effective video spots. And with the predicted growth of mobile surging over the next several years, it is evident that video will continue to gain display advertising spend.

Social media is also an incredible catalyst for video growth. Mobile video ads that include social media buttons drive 36% higher engagement and 92% of mobile video viewers share videos with others. Combine the incredible development of social (accounting for 1 in 6 minutes spent online) with the power of mobile and the vast potential in video is clear.

Advantages

  • Video is far more engaging than traditional forms of display advertising, and is becoming increasingly more interactive. The IAB published “Digital Video Rising Star Ad Units,” which delves into the “in-stream and linear interactive digital video ad product concepts,” exemplifying the creative ways brands are able to extend the customer experience beyond the video in unique and captivating ways.
  • Video generates excitement. This year, brands launched their Super Bowl campaigns before game night, and found that preview footage generated 600% more views than when their videos debuted during the event. People get excited about good commercials and are going out of their way to watch these ads on-demand and on-line. Where back-to-back ads on TV are dreaded, glimpses at these shorter online videos are actually sought after.
  • Video allows ample room for creative freedom. Interactivity aside, video provides the opportunity for marketers to think beyond the constraints of the traditional video spot (read: a couple of ingenious automotive brands within the last decade). Original branded content masks the video’s promotional undertones with entertainment value.

Disadvantages

  • Video is disruptive. Like all advertising, video can be a nuisance when all you are interested in is the content beyond the ad. Unlike most display advertising, which can be ignored, video content cannot be skipped over (in some cases, before 10 seconds of play time).
  • Video can be time consuming. Unlike display ads, you cannot skim over video content.
  •  There is a lack of standard metrics for measuring the actual success of video. The same is argued for social, and slowly but surely, we are more able to appropriately attribute credit to the medium.

Where are we headed?

Some brands are shifting 10-20% of their budgets out of TV and into digital video and online video users are expected to double to 1.5 billion by 2016. In 2012, advertisers spent $2.3 billion on digital video advertising, an increase of 29% over 2011. 76% of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration and online video production will account for more than one-third of all online advertising spending within the next five years. Inventory for video ads is becoming available in new places, such as a recent addition of LinkedIn, with more publishers to come.

As consumers become more integrated in technology and the Internet, we can only expect video to continue to grow.