New technology and creative thinking will foster deeper ad engagement from viewers

UK advertisers used behavioural targeting for 6.6% of video ads in the fourth quarter last year, according to research from addressable audience platform Videology.

The report, which marks the first in a series of Videology-led research that will be published exclusively on new media age, is based on more than 300m ad impressions in the UK over a three-month period in the fourth quarter of 2011. Twinings (pictured) is a brand that recently ran an online video campaign on YouTube.

The study revealed 6.6% of video ads, representing 19.8m of the 300m ad impressions, were targeted on a purely behavioural basis in the UK.

Behavioural data was classed as location, daypart and retargeting, all of which are more prevalent in the US with 23% of ad impressions using it for video campaigns, according to the report, which spanned all sectors.

A bigger majority of UK advertisers prefer to combine both behavioural and demographic data, with 14.2% of all ad impressions served using this method, compared with 3.2% in the US.

Vivaki Nerve Center MD Marco Bertozzi (pictured) said the results show retargeting for video remains an untapped area, dwarfed by uptake in display. “If you asked the same question of display that figure [6.6] would be much higher,” he said. “Given the similarities in the way we now buy and target display and video, the question remains; why is so little being applied to video?”

The UK video-on-demand (VOD) market is still driven by TV budgets and extending the reach of TV, but that is gradually evolving, according to Bertozzi. “Until now, video has been driven by really basic audience targeting, such as age and gender – essentially what TV offers,” he said. “We’re starting to see slow shifts towards things like social-demographic targeting and really using what the internet can do, rather than what we have always done on TV. It’s all part of the same data revolution happening within display.”

Essence head of trading and media planning Rupert Privett believes third-party audience data offers much more value when used for video, the latter of which commands higher pricing than standard display. “Third-party audience data is much more attractive to planners when used to improve the targeting and efficiency of video buys than for standard display, because of the incremental cost as a percentage of the media cost,” he said.

“If you imagine a data segment that is bought at a 50p CPM, then applied to display media bought at a similar cost, so the mark-up is 100% and as such, the media will need to work twice as hard,” he said. “So unless you have a very specific segment you are trying to target, there’s a question of whether that’s actually efficient.”

However, given video is charged on a higher CPM basis, the cost of using a data segment to reach a specific audience is smaller, according to Privett. “If you’re looking at a CPM between £10 and £20, suddenly the incremental cost for using a data segment to reach a specific audience is much smaller so makes much more sense and makes the media buying much more efficient,” he said.

UK advertisers are experimenting more with different ad lengths, according to the report, with 10-second, 15-second, 20-second, 40-second and 60-second creative all recorded in the three month study. However, the dominant length is 30 seconds with 66% of ads recorded at that length.

Agencies believe the lengths used are indicative of the fact the VOD market is driven by TV, so still reliant on repurposed rather than bespoke ads. Mediacom’s associate director of Futures and Implementations Graeme Hutcheson said there is a lack of understanding over the differences between online and TV advertising, which needs addressing.

“The majority of the market uses existing TV assets because it is cheaper than creating a whole new set of bespoke formats,” he said. “The way we can use formats to enhance a campaign is far greater online than on TV. We need to move more towards ads that are fit to purpose rather than rehashing TV assets.”

However, he said more advertisers are acknowledging the value of creating video that’s specifically tailored to online platforms, although there are still challenges to overcome before it is full adopted.

“There still needs to be a bit more of an education process on the side of the advertisers and creative agencies and this is one of the challenges,” he said. “Creative agencies are used to making beautiful, glossy TV ads, and are therefore unlikely to suggest to clients its worth making a 10-15-second cut down to use online.

“But the more we learn about VOD, the more we will understand it’s not just about using a TV creative. There are other KPIs to a campaign – click-through and view-through rates might suddenly become really important and length-copy format is really key to those metrics,” he said.

MPG Contacts head of video Matt Breen (right) agreed that there is a way to go before behavioural targeting equals the use of demographic targeting because advertisers are more familiar with that kind of currency.

“A large proportion of budgets will continue to go against demographic data because that is easily convertible to a TV audience, such as an ABC1 adult, and is therefore more easily transferable in terms of currency,” he said.

The most popular age demographic to target in the UK is 18-24 year olds, according to the report, with 29% of ads served to that demographic. The 25-34 year old bracket followed with 24% and 35-44 year olds at 20%.

The fact the most popular age category for online advertising is 18-24 year olds is also a result of the VOD market being driven by TV spend.

“A lot of budget is still coming from TV and the hardest audience to hit on TV is 18-24-year-old adults – they typically watch very little of it and spend far more time online,” said Breen. “As TV is a very hard environment for advertisers to reach them, they are chasing the audience where they consume media.”

LONDON, UK, 7 March 2012 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released UK data from the comScore Video Metrix service, showing online video consumption in January 2012. Online video reached 34 million UK internet users, representing 80 percent of the total UK internet audience, with Google Sites ranking as the leading video destination with nearly 30 million unique viewers. An analysis of online content video and video ad viewers showed that 64.1 percent of the online video audience was exposed to a video ad, with the 15-24 age group representing the largest video ad audience in terms of both unique viewers and engagement.

YouTube Helps Propel Google Sites as Top Online Video Destination
34.2 million UK internet users saw a total of nearly 8.4 billion videos for 58.8 billion minutes in January. While the size of the UK online video audience has not grown in the past six months, the number of videos viewed has grown 28 percent while the total time users spent engaging with online video grew 42 percent, suggesting that online video viewers continue to become more engaged over time.

For online video content, Google Sites ranked as the top property with 29.9 million unique viewers who watched nearly 3.7 billion videos for more than 15.9 billion minutes. YouTube videos accounted for 99.5 percent of all videos watched on Google Sites. Online music video destination VEVO ranked second on the list with 11.7 million unique viewers watching 177 million videos for 820 million total minutes. Rounding up the top three was social network Facebook, which attracted 8.3 million unique viewers who viewed 45.0 million videos for a total of 162 million minutes.

Males Three Times More Engaged With Online Video Content than Females
21.9 million UK internet users were exposed to a video ad stream and 33.3 million UK internet users watched a content video in January. A demographic analysis revealed that males were far more engaged with content videos, accounting for 74.7 percent of all time spent watching them compared to just females who only accounted for 25.3 percent. When it came to video ads, the gender split was more even with males accounting for 56.4 percent of all time exposed to ad videos compared to 43.6 percent for females.

15-24 year olds represented the largest age segment for content videos with 6.3 million viewers, while 4.6 million 15-24 year olds were exposed to video ads. People in this age bracket also spent the greatest amount of time engaging with content and ad videos, accounting for more than a quarter of time spent in both cases. As younger age demographics become more difficult to reach via traditional media channels, online video represents an important channel for reaching and engaging this particular audience.

* Percent of Total Time Spent: % of Time Spent Watching Content or Ad Videos by Demo Segment / % of Total Internet Population from the Demo Segment x 100

Source: www.comscore.com

Recente data, door Ooyala in haar nieuwste Video Index Report (Q4 2011) gepubliceerd, geven aan dat de betrokkenheid (viewing engagement) van de kijker bij online video in het afgelopen (vierde) kwartaal fors is toegenomen. Dit geldt niet alleen voor de Connected Devices, maar ook voor het kijken naar video op de laptop of desktop, zoals onderstaande grafiek laat zien.

Conversieratio groeit

Ook de gemiddelde conversieratio (de verhouding tussen tonen en doorklikken) is in het laatste kwartaal opgelopen van 35,1% tot 39,6%. Hiervoor is een aantal redenen aan te wijzen. Zo is er steeds meer inhoudelijk kwalitatief videomateriaal (bijv. populaire actuele TV series) beschikbaar, en leert de consument steeds beter om te gaan met het zoeken naar voor hem/haar relevante content. Daarbij groeit de kwaliteit van de video streams (en internet verbindingen) continue. Bovendien kan geconcludeerd worden dat uitgesteld kijken met rasse schreden toeneemt, en dat Catch-up TV inmiddels het “early adaptor” niveau ruimschoots is ontstegen.

Verschil in gebruik

Bovendien geeft de Ooyala marktanalyse aan dat de consument ieder apparaat op een verschillende manier gebruikt. Het moment van de dag en de plaats waar de gebruiker zich op dat moment bevindt bepalen voor een groot deel het video consumptiegedrag.  In het kader van de ‘TV Everywhere’-gedachte,  is het voor video-publicisten van belang om hiermee terdege rekening te houden en wellicht te overwegen om meerdere content-versies beschikbaar te maken.

Het zal niemand verbazen dat de statistieken aantonen dat korte clips met name goed worden bekeken op desktops/laptops en op de kleinere schermen (lees: smartphones). Langere content wordt veelal bekeken op tablets en Connected TV apparaten. Deels heeft dit te maken met de grootte van het scherm, maar ook omdat gebruikers op desktops en laptops – vanwege de mogelijkheid van het gelijktijdig openen van meerdere browsers – eerder worden afgeleid en zapt naar een volgend tabblad of venster.

Google TV

Voor het eerst besteedt de kwartaalrapportage ook aandacht aan het gebruik van Google TV. De data, afkomstig van meer dan 100 miljoen unieke maandelijkse gebruikers in 100+ landen, laat zien dat het “Google TV marktaandeel” in het afgelopen kwartaal met 91% is gestegen, hetgeen op zijn zachts gezegd opvallend is.

iOS vs. Android

Tenslotte gaat het rapport ook in op de verhouding tussen IOS en Android. De groei van het iPhone blijkt duidelijk hoger dan die van Android smartphones, hetgeen deels kan worden toegeschreven aan de introductie van de iPhone 4S in oktober.

Bron: www.marketingfacts.nl

More than any other category, CPG remained the top spender in the third quarter of the year, making up a full 23% of all video ad spending. Even more remarkable, the share of spending by CPG advertisers increased from 17% since the second quarter of the year.

To put those figures into perspective, pharmaceutical advertising increased its share of online video spending from 13% to 16% from the second to the third quarter of the year, YuMe found.

Not surprisingly, consumers ages 25-54 were the most requested demographic among marketers, making up 15% of RFP volume — up from 11% last quarter.

Separately, spending on female-targeted campaigns was triple that of male-targeted campaigns, while spend on non-gender-specific campaigns increased from 56% in the second quarter to 62% in the third quarter of the year.

Similarly, females 25-54 were the most requested female demographic in the third quarter, while males 18-34 were the most requested male target at 31%, with requests increasing from 22% in the second quarter.

Also of note, pre-roll advertising continues to be the most utilized format, as it represented a full 90.5% of YuMe’s volume in the third quarter. Still, mobile impressions increased by 35%, from 2% to 2.7% of total impressons served, according to YuMe.

Also, 30-second video made up the majority of impressions, at 55%, for the first time in 2011, while 15-second pre-roll delivered the highest completion rates — 79%. The majority of ad impressions that YuMe served were in California at 11.1% of total volume, followed by New York at 8.2% and Texas at 7.0%.

As YuMe serves ads on more than 1,500 publisher sites, report statistics are generated from data recorded with every ad request and ads served across its network.
Source: www.mediapost.com

Of the 2,400 consumers questioned for the study, 13% are more likely to view the brand in a favourable light after watching an ad created for digital, while 12% said it would improve brand association. Additionally, purchase intent increased by 23% among those that were exposed to relevant video advertising compared with those that were not.

Chris Worrell, Specific Media’s director of insight, said, “We are now reaching critical mass, both in terms of brands treating it seriously and consumers accepting and embracing it as the norm.”

But he advised that the quality of video content needs to keep up with the speed at which the platform is evolving because it is now regarded as a mainstream activity.

John Baylon, Starcom Mediavest group digital trading director, said, “The industry is not taking advantage of such a great platform and all the benefits it can offer, such as more efficient targeting, optimised design and interactivity.”

To illustrate this point he said, “Channel 4 once told me that 95% of all investment in video online is on 30-second repurposed TV ads.”

The advice he gives to clients is: “Think video, not TV, so it can be applied in a more strategic way.”

Graeme Hutcheson, MediaCom associate director, agrees that merely repeating ads made for TV is far less effective than creating an online-specific creative. “The main hurdle now is engaging creative agencies and making them aware of this fact,” he said. “The holy grail is to have a piece of copy for every platform that tells a narrative story. Further down the line, it will be about having multiple copy for each platform so that different ads can be served to different consumers based on age, sex and where they are based.”

As content can be viewed on an increasing number of devices, consumers are more likely to adopt non-linear viewing habits as they are not as tied to rigid broadcast schedules. As such, content length is key and brands need to work harder to attract and keep consumer attention.

Baylon highlighted that people consume content in different ways at different times, so a person watching a two-minute news clip on their PC during their lunch break is going to be in a different position and have a different frame of mind to someone catching up on a hour-long episode of The Wire on Tevo.

“The engagement level is going to be very different, so advertisers need to think about a number of things: the time, the day, whether a viewer is at work or at home and whether it’s short- or long-form content,” he said. “If it’s short form, 12 seconds is the optimum, but if it’s an hour-long episode, consumers will have a higher propensity to watch a 30-second ad. It will also depend what platform consumers are watching video content on.”

Worrell thinks consumption patterns have changed brands and advertisers need to strike a balance between engagement and disruption. “Staying on the right side of this line with be a key challenge for brands and advertisers in the year ahead,” he said.

He reckons marketers also need to deploy softer, brand-led metrics that more established advertising platforms use, rather that relying solely on clicks. “We need to measure the impact video advertising has on the brand, against relevant target audiences,” he said.

Baylon highlighted The Pool research by Publicis’s strategic arm Vivaki, which found that its three-slate ad selector format ASq was the best format for engaging the online industry (nma.co.uk 7 October 2010).

Channel 4, YouTube and Microsoft were the first UK publishers to launch trials of the ad format, which allows viewers to pick which ad they want to watch ahead of video-on-demand content (nma.co.uk 17 November 2011).

Specific Media’s research was based on four key consumer groups: young men, young women, ABC1 adults and full-time mums. It forms the latest installment of its video testing and measurement insights (VITAMIN) study, which is being conducted in association with digital media consultancy Decipher.

The first VITAMIN research project showed that original content relating to and featuring advertisers’ brands has the highest brand recall levels and brand favourability among consumers.

Bron: www.nma.co.uk

Video: http://www.reelseo.com/integrate-online-video-ads-and-tv-ads/

With spending for online video ads expected to leap 40% this year to $3.1 Billion, new studies are being conducted and new ad formats are rolling out. The latest news comes from the ad network, YuMe, which conducted a joint study with Nielsen to measure the effects of online video when combined with a TV ad campaign.

The result was that the combo campaign increases reach in the desired 35-54 demo by 7%, with the marketer reaching more than 6 million additional consumers in that target demo that it was not reaching with TV ads alone.

YuMe said the efficiency of the online video portion of the campaign was nearly double that of the TV portion, in terms of the cost needed to reach prospective customers. Brand recall also improved with online video–a boost of 22%.

Of course this is just one campaign, and one study… but there is some serious momentum behind online video ad platforms and networks trying to snag TV dollars or at least trying to become a more meaningful part of larger buys.

Source: How To Integrate Online Video Ads And TV Ads http://www.reelseo.com/integrate-online-video-ads-and-tv-ads/#ixzz1lDUtfVCR
©2008-2011 ReelSEO.com Online Video Guide

2011 was een buitengewoon goed jaar voor mobiele advertenties. De gemiddelde groei bedroeg wereldwijd 488 procent, en die voor tablets zelfs 771 procent, volgens metingen van InMobi, ‘s werelds grootste onafhankelijke netwerk voor mobiele advertenties. De snelstgroeiende markt was Noord Amerika.

Binnen het eigen netwerk van InMobi scoorden – het komt nauwelijks als een verrassing – IOS en Android het hoogst. In het vierde kwartaal nam Android wel de leiding met 21 procent tegen Apple 17 procent. In Noord Amerika lag Apple echter wel voor dankzij de iPad. Het marktaandeel steeg van 23 naar 33 procent. Android eindigde met een marktaandeel van 32 procent.

Waar in 2011 de Apple 3GS als mobiel platform nog als hoogste scoorde, was dat een jaar later de iPhone 4. De iPad steeg naar de tweede plaats en verdrong de Nokia 3110c, die in de recente top 5 al nergens meer te bespeuren is.

Voor de steekproef werden gegevens van 140 landen gebruikt.

Bron: www.emerce.nl

De gebruiker ziet een korte teaser van deze speelfilm. Hij wordt uitgenodigd om een langere versie te bekijken.. Deze wordt getoond binnen de zelfde player.

VPAID standaardiseert de communicatie tussen de video player en de in-stream video-advertentie (de pre-roll), wat interactie met de kijker mogelijk maakt. De mogelijkheden om de interactie met de eindgebruiker aan te gaan, zijn legio: van het tonen van extra videocontent en het spelen van een game tot het aanvragen van een proefrit. Dit alles kan binnen de Videoplayer. De kijker hoeft niet eerst worden verleidt om te klikken naar de website van de adverteerder.

De interactieve pre-roll combineert hiermee de interactie van een online advertentie met de effecten van een TV-commercial. Met de komst van de nieuwe standaard kan een adverteerder de interactieve videocommercial tonen over een zeer groot aantal websites.

Om een indruk te krijgen, bezoek http://sites.videostrip.com/cases

Mobile games see most overall revenue from ads

Ad-supported mobile content revenues will exceed $1 billion by 2015, eMarketer estimates, with the fastest growth coming from ad support for mobile video.

Last year, US mobile video revenues from advertising reached just $37.5 million, but by 2015, advertisers will spend $213.6 million on placements that support mobile video content. Despite such rapid growth, that figure will still be lower than the amounts spent on advertising against mobile games and mobile music, at $65.3 million and $181.4 million, respectively, in 2011 and rising to $269.1 million and $591.5 million, respectively, by 2015.

That year, eMarketer estimates, 29.9% of all mobile content revenues, or $1.07 billion, will come from advertising.

Ad support as a share of total mobile content revenues will grow for each of the three content types over the forecast period. Currently, mobile music has the greatest share of dollars coming from ads, and it will hold that position, with ad dollars making up 73.9% of the total in 2011 and 79.3% by 2015.

But the fast growth of mobile video ad revenues will mean much more substantial changes in revenue composition. While ad dollars made up just 5.4% of mobile video revenues in 2011, by 2015 that figure will more than triple, to 16.5%.

Mobile gaming ad revenues will also rise as a proportion of the total, albeit more slowly, from 13.8% in 2011 to 17.4% by 2015.

eMarketer forms its estimates of mobile content spending through a meta-analysis of data from dozens of research sources as well as overall trends and consumer behaviors around mobile gaming, music and video.

Bron: www.emarketer.com