Archives par mot-clé : marketing

5 Things to Know About In-App Mobile Video Advertising

Video Marketing,
June 19, 2017

Marketing professionals discussed industry trends at a recent Interactive Advertising Bureau roundtable

Marketers already know that video is booming. But at a recent roundtable discussion hosted by the Interactive Advertising Bureau (IAB) in New York, marketers talked about the challenges and opportunities presented specifically by in-app video advertising.

Here are five key takeaways from their conversation.

1) Think vertical, not just horizontal

While Snapchat was an early pioneer of vertical video advertising, Facebook and Instagram have caught up to speed — and for good reason, too. As Adweek reported, Snapchat says vertical video generates nine times the viewing-completion rate that horizontal video does.

But at the roundtable, Michael Tuminello, VP of solutions and partnerships at video marketing platform provider Innovid, said vertical video has scaled beyond Snapchat, and industry data seems to support this notion.

Consider: A 2016 study by in-app mobile video platform MediaBrix (now Receptiv) stated that nearly 70% of mobile users analyzed didn’t rotate their phone when they were served horizontal video ads. As a result, they watched only 14% of the ad, the study notes, and most of this time was spent searching for the “x” button. Vertical video ads, however, were completed 90% of the time.

At the time of the event, Anne Frisbie, SVP of global brand and programmatic of mobile advertising platform InMobi, also said that she had six brands running six live campaigns, all using vertical video.

 2) Take a “programmatic-first” approach

When it comes to creating a media plan, Jon Mansell, VP of marketplace innovation for agency intelligence and strategy provider Magna Global, said companies need to put programmatic at the forefront of the buying process.

“What you really need to be doing is lead with a programmatic strategy — a programmatic-first media plan,” he said during the roundtable discussion.

The purchase of mobile ads through programmatic buying is on the rise. Recent data from eMarketer shows that 79.8% of mobile display ad spending (or $24.14 billion) will be done programmatically this year. The research firm expects this figure to rise to 85.2% (or $36.09 billion) by 2019.

3) Know that the agency’s role is changing

Agencies are becoming more tech savvy, Mansell said. As a result, their role is starting to shift from being the ad-buying price negotiator, he explained, to being the “knowledge warehouse” — one that explains different vendors’ capabilities and how these capabilities align with brands’ goals.

“That’s the role that holding companies need to become,” he said.

4) Understand that VPAID and viewability are not the same

The marketing industry is full of popular yet convoluted terms, and it can be easy to mix them up. However, Tuminello emphasized the importance of deciphering between “VPAID” and “viewability.”

In a comprehensive breakdown of the term, Digiday defines VPAID as “a script that instructs a video player on what ad to play, the length of the ad, when to surface the ad, and where to place the actions: play, pause, or whatever it is.”

VPAID makes it easier for marketers to measure video performance metrics, like viewability, Digiday writes; however, VPAID can impact publishers’ mobile page performance, it explains, such as by slowing down load times. As Frisbie explains in the article, this can create a bad user experience that causes the user to abandon the video. So, one does not automatically equal the other.

“VPAID and viewability are not synonymous,” Tuminello said.

5) Realize that desktop ads aren’t disappearing

While it can be easy for marketers to get caught up in the mobile hype, Tuminello doesn’t expect desktop ads to go away anytime soon.

“We’re still in the process of what works where,” he said. “but I definitely don’t think we’re going to throw out desktop or [go] 100% mobile.”

On the contrary, Mansell said he expects the desktop experience to improve “significantly” over the next year or two for users.

In fact, an IAB study revealed that many marketing and agency professionals expected to increase their video ad spending across both mobile and desktop in 2016. Indeed, 63% and 62% of the 360 professionals surveyed expected to increase video ad spend across digital and mobile, respectively that year.

Quaker State Launches Branded Content With ‘The Onion’

Video Marketing,

  • by Tanya Gazdik
    ,

    over 1 hour ago


Quaker State and digital media company,
Onion, Inc. are continuing their partnership and launching a new video series. The brand first started working with The Onion in 2016 with the launch of six satirical videos poking fun at marketing
fads such as commercial jingles and VR technology.

The new series of videos focus on two pseudo Quaker State marketing interns trying to come up with the next big idea for the brand. It was
developed by Onion Inc.’s creative services division, Onion Labs. 

“The Interns” will roll out beginning today featuring
hidden camera-style footage, says Nancy Salazar, Quaker State brand manager. The series’ eight installments and accompanying social content will run throughout the rest of 2017. 

“Humor is in Quaker State’s DNA as part of our no-nonsense marketing approach,” Salazar tells Marketing Daily. “We want to give the people what they want which is
good quality motor oil at a reasonable price, we don’t need to utilize gimmicky marketing tactics. Making people laugh will help them remember the Quaker State brand when it comes time for their
next oil change.”

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The content series is aimed at the general population, and not a particular demographic, she says.

“Quaker State is aware that motor oil is a crowded,
traditionally low interest category,” Salazar says. “By joining forces with an unexpected but widely-known partner, like The Onion, Quaker State is able to stop interrupting
consumers with claim-based content and start developing content consumers can appreciate and relate to. We think the best way to reach people is not by using jargon-heavy or claim based product
messaging but through creative humor.

Why Video is Your Safest Platform to Increase B2B Sales Opportunities

Video Marketing,

Building the first video marketing strategy for B2B customers is akin to baking your first cake! Nobody gets it right the first time but you need to start somewhere.

A lot has changed in the market, but the art of sales continues to be the most arduous task. Buyers whether in the B2C or B2B markets, trust sellers who listen to them, engage them and deliver great value in time. While trust remains critical to every sales success story, credible information delivered with flawless customer experience is an invincible combination that every marketer wishes to achieve. A picture speaks a thousand words; a video turns into an engaging story. Therefore, every B2B marketer is trying to move beyond the illusion of invincibility by leveraging competent video marketing platforms. Brave marketers do video marketing in 2017 to increase B2B sales opportunities.

Video has become the most engaging form of content marketing and digital advertising, thanks to the lucrative proposition they offer as sales initiation and enablement assets. The most enticing aspect of having video at the core of your marketing campaigns is its flexibility and perennial brand value—they never get old or boring.

Digital marketers attribute the positive effects of video content on Quality of Experience (QoE) to build more enterprising connections with the audience. 

To succeed in 2017, marketers must be able to speak ‘video’ trends fluently with customers across the web, mobile, app, and social media. Here are 5 legitimate examples that show video is the safest B2B engagement platform for maximum sales returns in the shortest time.

Video Makes your CRM edgier for B2B sales

Video has come a long way from being a source of entertainment to becoming a reliable sales conversion tool. Currently, marketers can efficiently queue in their video data directly into existing CRM using premium integrations. Marketo, Salesforce, Hubspot and other marketing automation platforms offer add-on capabilities. Leading video marketing platforms like Wistia, Brightcove, Vidyard, and uStudio allow marketers to leverage CRM data, driving sales momentum and resolving customer service issues quickly.

By adding video, marketers can actually build a stronger CRM model, enabling salespersons with the luxury of a highly persuasive content-based sales pitch.

Michael Litt, CEO and Co-Founder of Vidyard, acknowledges the power of video marketing linked to CRM. In his blog, Michael mentions, “By following up with high-interest leads through email and responding to incoming requests for demos, we were able to track and account for well over $3,200,000 in the pipeline – all based on one highly targeted video marketing campaign connected to our CRM.”

Reading is time-consuming! Videos, on the other hand, make an empathetic connection with humans with a trail of immersive thoughts and emotions. Customers want marketers to address their demand — “Show me, don’t tell me“. 

Replicate B2C e-commerce Success

If you find your text-based web content doing great, adding video to the campaigns will make you invincible. Videolicious claims that Top Fortune 500 retailers manage to lift their e-commerce product detail page conversions by over 90% when they add a product video. While it’s a momentous endeavor for B2B marketers to replicate the successful model of B2C e-commerce, inserting video campaigns is the best way to start informing, engaging, and converting your visitors into buyers.

70% of US marketers plan to use social video ads in the next 12 months. (eMarketer, 2016)

According to Forbes Insights, video is the most critical source of information for senior executives. A sales prospect is more likely to watch a product-related video over the week than searching for relevant information elsewhere. Offering a palatable, engaging and informative video reduces the ambiguity and redundancy of text.

Giving customer the Power to “Play”

The “play” button is among the most ubiquitous things in our lives. By virtue of the ever-growing popularity of social media platforms, most B2B prospects feel empowered while watching videos online. Most publishers have figured out the formula to build a rapport with customers with omnichannel marketing content. For the obvious reasons, videos fare well on social and mobile, resonating best with their targeted audiences.

According to Twitter, 82% users watch video content on Twitter and most watch on a hand-held screen. Moreover, Twitter users are almost twice as more likely to have uploaded a video online (anywhere) than the average US internet user.

Handing your customers the power of play is technically the most desirable way to engage them—allowing your content analytics efforts to sink in to measure what content has the highest impact. For example, adding video posts to online marketing display platforms can significantly improve a key metric to measure social media engagement — Dwell Time (DT). A respectable DT means that the viewer has consumed most part of the content on a page before performing any other task on the site. In short, the video makes any content “sticky” enough to retain the customer’s attention for longer.

A Chance to Pull Creativity out of Your Hat

I have some personal favorites in picking video content that have significantly high B2B engagement. While you may not have a very high audience traffic coming your way through the video, every viewer is your potential prospect. Some of the best video content in MarTech has been created by Demandbase, Madison Logic, Marketo and Oracle.

While they may all look very theoretical, the creativity and collaboration required to create the final video is a great engagement opportunity in itself for generating B2B sales leads.

Time-Savers with Live Video and Messaging

When an online B2B customer asks you, “What is the next thing that I should do?” Grab the opportunity to create shared experiences with the customer on how the product works and what value it brings to the buyer. Live video marketing is going social with engaging live content that builds intimacy instantly. Creating a free live broadcast for your press release is the next level in reaching out to your target audience. Unlike static, pre-recorded content, live video messages take customers straight into the heart of the action.

I found out the best way B2B marketers actually do it by participating in marquee events like Rev Summit 2017, Marketing Nation Summit, SiriusDecisions 2017 Summit, Adobe Symposium, and Oracle’s Modern Customer Experience.

Ready for the Video Revolution in MarTech

Video marketing is a beautiful extension of MarTech—and Ryan Holmes, CEO of Hootsuite explains how “video selfies” are the safest B2B trend-setters among customers and employees. Ryan says –

“…it feels like people are more connected than before. The video serves as a kind of real-time window into the challenges and triumphs of everyone from the customer success team to the sales squad and the engineers working behind-the-scenes.”

The video perfectly amplifies the need to embrace technologies that deliver great omnichannel customer experience. A key piece of the content marketing puzzle, the video is more than just a specific tactic. It is set to be the real star of the B2B sales storytelling that best fits the brand’s top-of-funnel marketing introductions. And, then you have the magic of programmatic and retargeting coming your way once your initial video marketing campaigns start delivering results – genuine B2B sales conversions.



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SVG College Sports Summit: In-Venue Entertainment and the Synergy Between Marketing and Video Departments

Video Marketing,

Nebraska, Washington, South Carolina, and Temple share tips for balancing content and marketing

As collegiate stadiums and arenas become more technologically advanced, athletic departments and brands are looking for new ways to better engage with fans in the stadium or arena. At the SVG College Sports Summit, professionals in the field of in-venue fan engagement shared how they meet a growing list of challenges and opportunities.

A panel featuring Temple University Assistant Athletic Director, Video Services, Kevin Copp; University of Washington Design Director of Digital Media Content Trenton Cotten; University of Nebraska Executive Director of Video Production Kirk Hartman; and University of South Carolina Senior Associate AD, Marketing and Branding/CMO Eric Nichols addressed such topics as strategies for managing relationships within an athletic department and creating content that meets the needs of both marketing and entertainment.

Here are a few highlights:

Nichols said that aligning goals and setting expectations are crucial to an athletic department’s various divisions working together.

Copp discussed the challenges of managing relationships between departments and creating a collaborative working environment.

Hartman said that the videoboard arms race is a product of recruiting.

Copp outlined why relationships with professional sports team in your given market are invaluable to crafting a strong in-stadium show.

Cotten opined that, in sports media, content creators should be taking other’s ideas and making them their own.

Watch the discussion in its entirety:

For more video interviews and coverage from the 2017 SVG College Sports Summit and other other events, visit SVG On Demand.

Leadership in Focus Gets You Ready to Get In Front of the Camera

Video Marketing,

As the world becomes more video-focused, there is increasing pressure for leaders to present themselves on camera. Whether you’re doing an interview, training, or public relations event, being comfortable in front of the camera is a skill that will keep your marketing skills sharp. If you’re are looking for tips on how to deliver your message from an experienced filmmaker, the “Leadership in Focus: Bringing Out Your Best on Camera” may be right for you.

Leadership in Focus Gets You Ready to Get In Front of the CameraLeadership in Focus Gets You Ready to Get In Front of the Camera

Whether it’s a theater trailer on YouTube or an amateur video on Snapchat, the world of marketing is becoming more video-oriented. Experts suggest that video content will dominate the Internet within a few years. Because of that trend, business leaders may find themselves in front of the camera more often than they expected. Leadership in Focus: Bringing Out Your Best on Camera is about helping leaders jump ahead of the curve so they can make authentic and engaging videos when it’s time for the digital spotlight.

What is Leadership in Focus About?

As a small business owner, you might wonder why you would even consider a book like Leadership in Focus, which emphasizes helping executive leaders gain more confidence in front of the camera.

The answer is, you might find yourself in front of the camera as a leader.

As discussed above, the Internet will become an increasingly video-oriented place. This means the opportunities for business leaders to be in front of the camera will increase, whether it’s an employee orientation video, marketing video or public relations event.

For most small business owners, media training (which the author Vern Oakley has some issues with) isn’t an option. Preparation, however, is still needed because once the camera is on you, instincts take over. For many leaders, these instincts can make you appear formal, guarded and stiff. This is the exact opposite of how you want to appear.

Leadership in Focus was written to help leaders gain confidence so they can present their message with authenticity and transparency. That is the key point, not a list of speaking “to-do’s” that you might have learned from your communications course in college. Being authentic and transparent is important because, as a business owner, you are the face of the business.

As the face of the business, you are responsible for the message (what you say) and delivery (how you say it). While any leader can memorize the message and say it on camera, only a leader with good communication skills can deliver this message with the right amount of emotion to motivate people to action. Leadership in Focus offers several strategies to achieve this higher level of communication in case the opportunity to get in front of the camera ever presents itself.

Oakley aka “Business Artist” is an expert filmmaker, teacher, speaker and adjunct professor. Oakley founded his own production company, Tribe Pictures, which went on to win over 150 industry awards. Oakley’s projects have helped Fortune 500 companies, nonprofits and various institutions. One notable project was the award-winning children’s TV series “Reading Rainbow”.

What Was Best About Leadership in Focus?

Leadership in Focus is different from other books in the speech and presentation category because of its hyper-specific topic and laid-back approach to giving speeches. Most “speech books for leaders” focus on static rules for communicating as a leader: Dress nicely. Keep it formal. Oakley counters this. His emphasis is on comfort and authenticity. He argues that comfort and authenticity deliver a more impactful message to the audience than formally sticking to a script.

What Could Have Been Done Differently?

Having a book with a limited perspective (video communication tips for business owners) can definitely have its downsides. Leadership In Focus observes how average small business owners won’t have easy access to a production team, makeup people or video editors. That said, the book’s unique advice on delivering a message with authenticity and conviction are helpful in almost every context where leadership needs to communicate.

Why Read Leadership in Focus?

Leadership In Focus is a book with a very specific purpose aimed at a very specific audience. If you happen to be a CEO or other executive who needs help feeling more comfortable in front of the camera, this book will definitely be for you. If you are not in this category, this book may still help you improve your confidence in front of the camera, something that every leader may have to face in a world increasingly depending on video messages. If you are looking for a book to help you address the delivery of a message using video, this book, written by an award-winning and experienced filmmaker, might provide the answer.


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