Archives par mot-clé : video

Exploring the Future of OTT Video

Video Marketing,
June 05, 2017

Many see mobile as the top channel for video, but over-the-top (OTT) is looking like a strong challenger

Video is one of the most exciting and effective marketing channels today, and it’s only getting better as new technology and platforms emerge.

In the marketing world, much of the video conversation has focused on mobile, and for good reason.

“Consumers are spending more and more time on their mobile devices so there will always be a time and place for mobile,” says Tal Chalozin, CTO and co-founder of Innovid. “Mobile will always be a critical component to the customer journey ]and] marketers have no shortage of options when it comes to touch points and vehicles for message delivery, and mobile is a legitimate option.”

On mobile, due to the size of screen and data costs, shorter is better. So what can brands and content creators with bigger stories to tell do to get their messages to consumers?

Enter Over-the-top (OTT) platforms. These platforms—Apple TV, Roku, Sony’s Playstation 4, and Microsoft’s Xbox One—are ushering in the new, digital phase of premium TV.

“We are seeing that consumers prefer to watch long-form content on their television, particularly via an OTT device where they can watch the content they prefer on their own time,” Chalozin says. “Mobile video needs to be brief given shorter attention spans and retention levels. It’s two completely different experiences; with two completely different solutions. One is snackable and on-the-go and one is focused on more premium, long-form content.”

Longer videos lend themselves to longer breaks for advertising. In many ways, this is as close as marketers can get to recapturing the heyday of TV marketing. Indeed. The rise of OTT is a clear indicator that the death of TV-sized video has been greatly exaggerated.

“The future of television is television. While consumers are slowly decreasing the amount of time they spend watching linear television, it’s much more accurate to say TV consumption is evolving than it is to say it’s dying,” Chalozin says.

The OTT flavor of TV is doing more than simply evolving the format; OTT is growing, both for marketers and for consumers alike.

“We are seeing a boom in [OTT] devices and experiences, [as] 20% of all ads we deliver are placed via OTT devices. This represents a 300% year-over-year growth, and we don’t see this trend slowing down anytime soon,” Chalozin says.

Chalozin sites four trends in OTT that are driving video forward: the consolidation of small niche services into larger bundles; the near certainty that these bundles will start replacing cable TV subscriptions; the already substantial spend TV advertising already commands; and the wealth of meaningful data OTT devices can provide.

As digital streaming services proliferate, there’s a growing market for consolidation services that give consumers access to all of the various services they subscribe to in a single interface. Although Netflix, Hulu, and Amazon combined come out to less per month than even a basic cable TV subscription (with much better content and control to boot), searching for a show or a film through each of these platforms isn’t the best experience.

There are already a number of apps in the market that attempt to address this need, but big movers like Amazon are getting out in front of the issue as well. The natural progression from there is a revamped, more a la carte model that will either encompass or eclipse cable subscriptions in the near future.

With this comes a shift in the allocation of TV ad spend.

“Right now, marketers are spending more than $70 billion on television advertising annually, and that’s just in the United States. As television content moves toward digital channels, the pot will grow bigger,” Chalozin says.

Of course, the strongest pull of OTT is the data; just as is the case with all digital media. Guess work, estimates, and samples cannot drive TV metrics in a world where TVs, and the devices connected to them, are powered by the web.

“Nielsen ratings only take into account the viewing habits of about a million households,” Chalozin says. “OTT services will be able to gauge how many people watched a given show and identify which qualities make for a hit.”

This gives OTT-favored services like Netflix much more negotiation power, and gives marketers a stronger sense of what audiences are actually watching—not because the content airs during a specific time slot, but because people are actually watching it.

“Ultimately, OTT will look a lot like traditional television but all related elements, such as the user interface, ad experience, content discovery and measurement, will be significantly improved,” Chalozin says.

Few companies keep pace with consumers shifting to digital fast

Video Marketing,

BOSTON — In the US, spending on digital advertising in 2017 is on track to surpass spending on television advertising. Globally, certain markets devote more than 40% of their media advertising budget to digital marketing, according to media company Magna. We are rapidly reaching the point when companies will spend more on social, search, online video, and display advertising than they will on traditional platforms.

But supersizing the digital-marketing budget is not enough, according to The Digital Marketing Revolution Has Only Just Begun, a report issued recently by The Boston Consulting Group (BCG) and Facebook. The most successful companies are leveraging data to radically personalize the consumer experience.

“Most traditional marketing techniques that marketers were trained to use, like broad segmentation of customers and marketing funnels, have no place in digital marketing,” said Marc Schuuring, a BCG partner and coauthor of the report. “These methods may have served marketers well ten or more years ago, but today’s marketers need to be much more data driven.”

Consumers are increasingly impatient with traditional marketing methods. More than 25% of all smartphone users have installed ad blockers, according to eMarketer, and that figure is climbing rapidly. When selecting new products and services, consumers rely more than ever on advocacy from people they know and trust. As consumers are becoming more digitally savvy and increasingly impatient with intrusive or irrelevant marketing messages, personalization is a key differentiator.

New advertising technologies in the marketplace are also allowing for much more personalized and targeted advertising. Ad properties that allow for video insertion are rapidly replacing flat display ads. Data and analytics encourage test-and-learn experimentation and ad purchasing through automated platforms and auctions. All told, personalized advertising could constitute 80% of digital marketing budgets within three to five years (and will increasingly penetrate traditional media as well).

The most advanced digital marketers are analyzing abundant consumer data—media data, customer relationship management data, app usage data, and more—to better understand where individual consumers are in their journey, what they’re looking at, when they’re looking, where they’re located, and how they’re responding to specific advertising messages.

To gauge the transformative potential of digital marketing, BCG and Facebook worked with  leading consumer goods companies to apply cutting-edge marketing techniques to specific business challenges. These companies capitalized on three forces that have fundamentally changed the way marketing can be done:

• Access to abundant, real-time data to inform their campaigns
• Ability to engage in long-term, omnichannel relationships with consumers (as opposed to one-way, scattershot interactions)
• Flexibility to deploy multiple concepts and gather real-time feedback from customers

The companies all posted extremely impressive results. “For the initial pilots we conducted, companies reported a variety of positive results, including a 30% increase in marketing ROI, a dramatic reduction in acquisition costs, and quantifiable gains in app usage and customer engagement,” said Diederik Vismans, a BCG principal and coauthor of the report. “When done right, digital marketing can be a game-changer in powering business growth.” — SG

Uni of South Queensland pumps up customer engagement efforts with ‘Communicate’

Video Marketing,
USQ's Helen Nolan
USQ’s Helen Nolan

University of South Queensland (USQ) is on a mission to enhance digital engagement with customers across multiple touchpoints in real-time, and boost personalisation interaction across all channels.

That’s the message from USQ executive director, marketing and student attraction, Helen Nolan, who said the university needed to find new and innovative ways to better engage with students.

“At the moment, customer experience is really top of mind for me. The university is a complex service environment. It’s a complex buyer’s journey. There’s a lot of focus on user experience and a reasonable amount on customer service excellence. But the whole customer experience is important to me. I am driving conversations in that space.”

In that vein, the university recently used the Communicate platform from Pitney Bowes in order to increase its engagement and enrolment of students who apply through the tertiary admissions centre.

Built around the EngageOne line of customer engagement solutions, the Communicate solution features a set of digital self-service capabilities that enable organisations to better communicate with customers and deliver more relevant and engaging interactions– every time they interact with a brand.

A tale of two cake smashes: How to choose between live and recorded video

Video Marketing, , , ,

Video is growing as a medium for marketers, with 63 percent planning to increase their video budgets for 2017, according to a survey from Brite Content. And given predictions that video traffic will become 82 percent of all internet traffic by 2020, I applaud these plans.

But with the choice between live and prerecorded video both sitting out there for brands, retailers and publishers, there’s a lot to consider before diving in.

As marketers, it’s now common to weigh the same pros and cons for live or recorded. We want to make a live announcement, but what are the variables we must take into consideration?

What are the benefits of planning and scripting (and filming) in advance for a prerecorded video instead? What type of time/cost savings could we experience with live? And what sort of audience would we be reaching with one video format versus the other?

The cake challenge

Recently, our company, Brandlive, conducted an experiment. We shot a product walk-through demo and set up a challenge with a cake bet, using a “cake to the face” as the payoff.

Later, we did a live broadcast — debuting it with another cake smash, this time completely live and unscripted. (Watch this highlight reel of the broadcast — around 4:17 we set up the first of the two cake smashes and roll into the live cake smash.)

The recorded video took two and a half months to conceptualize, script, staff, audition talent and produce. When it came time for the actual video, it needed 13 hours of filming (in one day) and another 10 for editing and post-production for the near-three-minute video. The cost for all of that? Just under $15,000.

For the pre-recorded video, we also required two cakes (including a back-up, which was utilized after the first smash went poorly). The misfire required a wardrobe change, more choreography and more time.

The end result of the second cake smash was a great piece of marketing collateral that effectively provided the information needed in the tone we wanted for that venue. But it did cost additional time and money to pull together.

During the second, live cake smash, the differences were stark. It only took 90 minutes to conceptualize the entire live event overall. We had a couple of hours of prep work, a one-hour production run-through, and then we were ready to go. Our own in-house team led the production, and a member of the marketing team managed the second camera.

We embraced the unique aspects of live for the second cake smash, creating a customized page and contest in a short amount of time. The audience had to guess how long it took to build and customize a Brandlive event page, then the person with the closest guess would choose who was hit in the face with the cake.

The “victim” was secretly shared with the live audience, but not with the possible three victims. The process was high-energy and entertaining for both those involved and users alike. Out-of-pocket cost was $40 for the one cake (since it was utilized live, we had one shot).

Both cake smashes were successful, but they accomplished different things. Our prerecorded product walk-through was informative, yet fun. Its guiding force was the speed of delivery, underlined by the fun of the video. It needed to deliver a strong first impression, and for that, we chose prerecorded.

For the live presentation, the emphasis was on driving audience interaction and creating anticipation and a fun payoff for the audience. We had well over 100 people stay with us live for over 60 minutes.

Choosing between prerecorded and live

Prerecorded and live video both have their respective places and strengths in the marketing world. To figure out which one to utilize for your own organization, the best starting point is your goals around the content — the messaging, the audience, the “look” of the final product.

Experienced partners within and outside your organization also can provide recommendations and direction to ultimately determine the correct medium. Should this be a sit-back-and-watch experience, or a lean-forward-and-participate one for the target audience? Is there a desire for interaction, or simply absorption? These questions may help you decide which direction to head in.

Investing in video is a business decision that everyone must make, given the massive adoption of the medium, and one that should be considered carefully.

The beauties of live are its spontaneity, interactivity, authenticity and agility, along with a low cost to produce. Pre-recorded video’s strength comes from its ability to drive emotion, deliver a perfect story and showcase a high level of polish.

No matter which method you choose — and we would recommend both in your mix — there’s an exciting world of streaming content out there. Don’t hesitate to innovate and throw your hat into the ring… or a cake into someone’s face.

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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Video Marketing Nuggets in Mary Meeker’s 2017 Internet Trends Report

Video Marketing, , , ,

I’ve just finished reading all 355 slides in Mary Meeker’s 2017 Internet Trends Report. Meeker is a partner at Kleiner Perkins Caufield Byers and her annual PowerPoint presentations are legendary. In 2015, I shared 12 slides that every video marketer should read right now. And in 2016, I shared 12 brand new slides every video marketer should read right now. But, this year, I couldn’t find 12 slides that video marketers need to read anytime soon.

However, there were still a couple of nuggets of news buried in her presentation at the Code Conference in California that are worth knowing about. For example, Meeker predicted that internet ad spending will surpass spending on TV within the next six months. That seems like a major milestone.

The plethora of PowerPoints also included the news that online advertising revenue in the US grew 22% in 2016, with much of the growth coming from mobile, which now generates more ad revenue than desktop. That seems like critical data.

Google and Facebook accounted for an astonishing 85% of all the digital advertising growth seen in the US in 2016, with Facebook’s revenues leaping 62% year-on-year while Google saw year-on-year revenue growth of 20%. Yep, that’s one of the trends in the digital video marketing business.

Looking at the challenges faced by social media advertisers, Meeker reported that measuring ROI (61%) is their top concern, although other problems include securing budget and resources (38%) and tying social campaigns to business goals (34%).

She also reported that global smartphone growth is slowing. The number of smartphone shipments increased by 3% in 2016, but this was down from 10% growth in 2015.

Adults Spend 6 Hours a Day on Social Media

Other takeaways from the report included the observation that American adults now spend 5.6 hours a day using digital media, including 3.1 hours via mobile devices and 2.2 hours on desktop and laptop. Meeker also highlighted the rising global use of ad blocking software, especially in developing markets. India, for example, has a mobile ad blocking penetration rate of 28%, while in China it is 13%.

However, e-commerce, voice recognition, gaming and mobile entertainment are all on the rise, and Meeker noted that there are now 2.6bn gamers around the world compared to just 100m in 1995.

Another trend that she identified is the rise of extremely powerful US and Chinese internet companies, which may worry competition regulators, but not Meeker, who told the Financial Times in an interview that these firms are likely to step up their competition with each other.

“People don’t spend enough time looking at how intense the competition is,” she said. “The bet here is – we can’t stop progress. Are we better off or worse off? So far, the data implies we are better off.”

That’s it. That’s all I could glean from 355 slides. Of course, you may want to wade into Meeker’s 2017 Internet Trends Report and see if there are a few more news nuggets that I’ve missed. I only found nine. But that’s still a few nuggets short of a dozen. So, maybe it’s just an off year.

As Trump lashes out, Republicans grow uneasy

Video Marketing, , , ,

President Trump, after days of lashing out angrily at the London mayor and federal courts in the wake of the London Bridge terrorist attack, faces a convergence of challenges this week that threatens to exacerbate the fury that has gripped him — and that could further hobble a Republican agenda that has slowed to a crawl on Capitol Hill.

Instead of hunkering down and delicately navigating the legal and political thicket — as some White House aides have suggested — Trump spent much of Monday launching volleys on Twitter, unable to resist continuing, in effect, as his own lawyer, spokesman, cheerleader and media watchdog.

Trump escalated his criticism of London Mayor Sadiq Khan, incorrectly stating that Khan had told Londoners to not be “alarmed” about terrorism. He vented about the Justice Department, which he said pushed a “politically correct” version of his policy to block immigration from six predominantly Muslim countries, which Trump signed before it was halted in court. He also complained that Senate Democrats are “taking forever to approve” his appointees and ambassadors.

Inside the White House, top officials have in various ways gently suggested to Trump over the past week that he should leave the feuding to surrogates, according to two people who were not authorized to speak publicly. But Trump has repeatedly shrugged off that advice, these people said.

“Not that I’m aware of,” White House principal deputy press secretary Sarah Huckabee Sanders said Monday at a news conference when asked if the president’s tweets were being vetted by lawyers or aides.

“Social media for the president is extremely important,” Sanders said. “It gives him the ability to speak directly to the people without the bias of the media filtering those types of communication.”

Trump’s refusal to disengage from the daily storm of news — coming ahead of former FBI director James B. Comey’s highly anticipated public testimony before the Senate Intelligence Committee on Thursday — is both unsurprising and unsettling to many Republicans, who are already skittish about the questions they may confront in the aftermath of the hearing. In particular, they foresee Democratic accusations that Trump’s exchanges with Comey about the FBI probe into Russian meddling in the 2016 presidential campaign were an effort to obstruct justice.

Some Republicans fear that Trump’s reactions will only worsen the potential damage.

“It’s a distraction, and he needs to focus,” said former Trump campaign adviser Barry Bennett. “Every day and moment he spends on anything other than a rising economy is a waste that disrupts everything.”

Rick Tyler, a veteran Republican consultant, said Trump’s refusal to stop using Twitter poses a serious obstacle for the White House.

“I can’t imagine internally they’re happy with his performance,” Tyler said. “The president is undermining his presidency whenever his staff says one thing and then he does another. They’ll say something you’d expect, and then he’ll go off and bring in the gun debate to a terror attack.”

Some Trump supporters also fear that his extemporaneous rebukes are upending the priorities he is trying to implement.

George Conway, a well-known GOP lawyer who recently took himself out of the running to lead the Justice Department’s civil division and is the husband of Trump adviser Kellyanne Conway, wrote on Twitter on Monday that Trump’s fulminations on the travel ban could damage its chances.

“These tweets may make some ppl feel better, but they certainly won’t help OSG get 5 votes in SCOTUS, which is what actually matters. Sad,” he wrote, using abbreviations for the Office of Solicitor General and the Supreme Court.

Trump’s friends say he’s just being himself.

“He’s rightly frustrated, and he isn’t always checking with his lawyers about each tweet. But he’s getting his message out there,” said Christopher Ruddy, a close associate of Trump and president of Newsmax Media, a conservative news organization. “He is relying on himself to be the messenger.”

It is an increasingly lonely endeavor. Trump’s poll numbers have sagged, with Gallup’s daily tracking number showing him at 37 percent approval Monday, nearing the nadir of his presidency so far, while the RealClearPolitics polling average shows his approval rating just under 40 percent.

Yet even among party leadership and senior advisers in the West Wing, many remain supportive of Trump’s combative posture, unable or unwilling to usher him toward a less incendiary approach.

“It’s all infighting and leaks to the point where Trump is diluting his own proposals,” Bennett said. “I don’t get it. Rather than getting him to talk about jobs, they stand by as he goes on about Mayor Khan.”

The few who have spoken up have been careful to not provoke Trump. “Unfortunately, the president has, I think, created problems for himself by his Twitter habit,” Sen. John Cornyn (Tex.), the No. 2 ranking Senate Republican, said with a tight smile during a Sunday interview on Dallas TV station WFAA.

Comey’s testimony is one of a number of items on the White House radar this week that risk stoking Trump’s rage.

A week after Trump declared his trip to the Middle East a success, the region was swept into turmoil Monday after four Arab nations — Saudi Arabia, the United Arab Emirates, Egypt and Bahrain — broke diplomatic relations with another U.S. ally, Qatar, which they have accused of supporting terrorism.

Several U.S. allies in Europe also have grown weary with Trump after he decided to withdraw the country last week from the Paris climate accord. One of his closer allies there, British Prime Minister Theresa May, responded uncomfortably Monday to Trump’s outbursts about Khan, who is Muslim, as the United Kingdom was coping with the aftermath of the London Bridge attack, which killed seven.

“I think Sadiq Khan is doing a good job, and it’s wrong to say anything else,” May tersely told reporters.

In Congress, Trump’s ambitions to pass a health-care overhaul and tax changes have been stymied by party infighting and growing nervousness about the potential political cost, especially in the more moderate Senate. The only major legislative accomplishment so far has been the confirmation of Supreme Court Justice Neil M. Gorsuch, which came in April after bypassing a Democratic blockade.

David Winston, a Republican pollster who works closely with congressional GOP leaders, said lawmakers are eager to avoid discussions on issues that do not have to do with their agenda — including Trump’s tweets — and said an extended delay on big-ticket legislation would pose a problem.

“Anytime they’re not talking about the economy or jobs, they know that’s not what the electorate is looking for,” Winston said. “It’s going to be the responsibility of the White House to provide that context” when the news cycle and media has their attention elsewhere, he added.

Ongoing turmoil in the White House only exacerbates the problems. Talk of possible staff changes has fueled a rush of stories that irritate Trump, who disdains news coverage of his advisers and their many rivalries. Former campaign loyalists, such as Corey Lewandowski and David Bossie, have been spotted heading to the Oval Office for meetings.

Meanwhile, the Russia-related questions are ubiquitous. Robert S. Mueller III, the special counsel delving into potential ties between Trump’s campaign and Russia, is busy at work, and Trump’s son-in-law and senior adviser, Jared Kushner, is a focus of the investigation, according to people familiar with the probe.

Trump allies have for weeks discussed the possible formation of a Russia-focused “war room” either inside or outside the administration, but any such operation has yet to be formally announced. The president has retained an outside legal team, however, while Bossie and Lewandowski have been mentioned as possible leaders of an advocacy group that would defend Trump after Comey’s testimony.

The White House has gamely attempted to ignore the fallout from Trump’s latest tweets, pressing forward Monday with a conventional rollout of parts of a promised infrastructure program.

Standing in a dark suit and red-striped tie at the White House in front of Cabinet officials and Vice President Pence, Trump endorsed a plan to spin off more than 30,000 federal workers, including thousands of air traffic controllers, into a private nonprofit corporation — and he railed against the Obama administration’s previous work to improve the Federal Aviation Administration.

“The current [aviation] system cannot keep up, has not been able to keep up for many years,” Trump said. “We’re still stuck with an ancient, broken, antiquated, horrible system that doesn’t work.”

It was a brief respite from rancor. A few hours later, this time on Facebook, Trump was back at it, posting a video and fervent note to his millions of followers.

“We need the Travel Ban — not the watered down, politically correct version the Justice Department submitted to the Supreme Court, but a MUCH TOUGHER version!” Trump wrote. “We cannot rely on the MSM to get the facts to the people. Spread this message. SHARE NOW.”

Why Doctor Video Marketing?

Video Marketing, , , ,

Doctors are facing financial challenges just like other types businesses who are having difficulties in today’s economy to remain successful. Such as other businesses that promote or market their corporations to get new customers, doctors are now also being forced to market their services. Essentially the fable of the warm and friendly country doctor who had a whole town along with a whole encircling country side filled of patients no longer exists. The troubles that doctors are struggling with these days include: extra HIPAA regulations, greater scrutiny by insurance companies, all round decrease in reimbursements, and competition with bigger medical clinics and hospitals.

Doctors must market place their products and services to increase and maintain a profitable medical practice. One of the the majority of productive marketing tools with high rate product sales returns is internet video promoting. To take edge of this unique marketing program the doctor has to produce a film marketing picture showcasing their products and services, medical expertise and awareness, and his medical specialty. The doctor and his medical practice demand to remain portrayed in a good light that will attract new patients.

Doctor video marketing brings many health benefits for doctors and potential patients. That include: 1) Will save you time by allowing the doctor to meet with potential patients who want the doctor’s products and services. 2) Gives the doctor creditability in his geographical area along with the area when his medical practice is located. 3) Allow potential patients to become informed and decide whether they want to remain a patient of the doctor. 4) Patients can E-mail the doctor concerns about their medical issues, as well as the doctor can respond back with a movie E-mail answering the patients’ concerns and instruct the patient about their health problem. 5) Doctors can most effectively and efficiently treat and educate them while using use of videos. 6) Once the doctor has a video promoting plan he can be free of worry from financial worries. 7) Doctor video marketing frees up the doctor’s time from promoting issues permitting him to put more time in supplying patient care.

The doctor has two choices on how he can put with each other a film promoting prepare. The first taste is to employ a seasoned professional doctor video marketing specialist and enable them to develop his promoting film. The second choice is he can employ a company who will develop the doctor video marketing prepare for him/her. How do these movie producing companies offer pros for the doctor?

1) The doctor can contend with more substantial medical practices at a fraction of the expense. 2) Create agency excellent quality ads that are ready to run locally or nationally on cable or broadcast TV and look as beneficial as higher costing ads. 3) Easily produce picture ads on the web with all required designing tools and information and facts provided including: Video templates, images, customized with their own picture clips and images. 4) The doctor can run his TV ad locally or nationally. 5) Test new ad versions with Spot Mixer which delivers an effortless way to create new add versions, and test new versions, networks, schedule, and budgets anytime.

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