Video Will Vanquish All In 2018

Posted by on Jan 19, 2018 in Video Marketing | Comments Off

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As we begin 2018, Moshe Vaknin, Founder and CEO, YouAppi explains that in order to create more memorable experiences for customers in the coming year, marketers and app developers need to ensure rewarded video campaigns take a larger role in their mobile strategy

A U.S. adult, on average, spends close to two and a half hours every day consuming content on their mobile device. Much of this is driven by native app experiences. Video-watching forms a significant part of a user’s mobile experience. We can process visual information much faster than text (60,000x to be exact) because our visual memory is connected to our median temporal lobe, which is also responsible for emotions. This means a brand has a much better chance of eliciting a favorable response from your audience with a good video ad than you do with a text ad .

Video was one of the fastest growing areas of digital in 2017 - in fact, according to Mary Meeker’s annual Internet Trends report, online video now accounts for 74% of all online traffic. Earlier this year research also revealed that 9 in 10 digital marketers include video in their mobile marketing plans. The same survey indicated that video is either critically (19%) or very (47%) important for their customer journey activities. As 2017 comes to a close, it’s clear that there is a lot in store for 2018.

Video gives brands a golden opportunity to personalize and connect directly with the consumer . In 2018 video content will see a surge in popularity. Not only will technology like virtual reality continue to create new and exciting mediums for video artistry, but solutions like rewarded video – also known as “opt-in ads” – will take consumer engagement to the next level as it offers value exchange between the end user and app developers. This medium enables users to earn in-app currency or unlock premium content in exchange for watching videos or engaging with other types of advertising content. Seventy-one percent of mobile gamers are choosing to watch video ads as their preferred way to ‘pay’ for game content. With advertisers looking for high-impact, mobile-led strategies, rewarded video ads within mobile games have emerged as the perfect format to drive the maximum ROI.

Rewarded videos, which is one of the most lucrative ad formats of recent years. But throughout the years there have been missed opportunities. Take the recent holiday season, for example. 54% of consumers said they would watch rewarded video for added holiday perks, yet only 20% of marketers choose to include it in their holiday campaigns.

The reality is that there is a tremendous opportunity with rewarded video, while there has been a reluctance to take advantage of this medium, in 2018 this will change. Rewarded video is turning a curve in adoption, and the numbers will climb significantly across all categories of apps . While rewarded video will be an upward trend this year there is the challenge of internal resources and time when it comes to mobile marketing. However, a rewarded video campaign shouldn’t be a daunting process or lead to more stress when it comes to creating mobile campaigns. Most consumers agree 15 seconds or less is optimal, so marketers should consider short, native videos to deliver customized offers and incentives that will keep their user base engaged .

Mobile has firmly put its stake in the ground in advertising and its position is undisputed; by the end of 2017 mobile ad spend will total $58.38 billion in 2017, accounting for 70.3% of digital and 28.5% of all media ad investment. As mobile platforms grow more sophisticated and have become the central source of engagement for all consumer-based businesses, video-based mobile content has increased in dominance, and video is now well-primed to be the preferred and most effective ad format.

For companies wishing to compete in this now digital-first world, their mobile strategy must explore the very edges of capability. Consumers have displayed an insatiable appetite for new experiences via the mobile channel, and the evolution of mobile technologies has allowed for innovation at a breakneck pace. Without a doubt, the prominence of video opens the door to a wide range of creativity, as brands explore how best to incorporate mobile video ads to engage users. 2018 will see rewarded video take a larger role in mobile apps – gaming and otherwise – as marketers and app developers continue to see the benefits.



Video Marketing Power Summit: Hitting New York City This May

Posted by on Jan 18, 2018 in Video Marketing | Comments Off

Get ready, video marketers, because the Video Marketing Power Summit is coming to New York City on May 9th. Circle the date in red. This is the conference to top all others. is the sponsor for the event, which we first promoted in December. Back then, the event was going to be one track in the Streaming Media East conference. Now it’s been upgraded: It’s a stand-alone event!

Video Marketing Power SummitThis one-day summit will take place in the New York Hilton Midtown on the second day of the Streaming Media East conference. It promises to be the most forward-thinking conference around with strategies, tips, and exclusive data for video marketers. Who should attend? SMB teams, agencies, brands, and Fortune 500 CMOs—the whole range of video marketing professionals.

Presenters and panelists will set the course for the rest of 2018, discussing topics such as brand safety, viewability, transparency, cross-screen planning, programmatic sales, addressable connected TV advertising, Ads.txt, and blockchain. Learn what works now, and where the industry is headed in the future.

While we can’t say too much yet, the summit will have industry giants presenting fresh, original research on topics marketers need to know. And VMPS promises to keep panel discussions small yet packed with experts, so attendees will get the essential information they need straight from the finest minds and biggest names.

Yes, there will be plenty of time for socializing and networking. We’ll have more to say on that later, as well. Bring some business cards.

At the moment, registration for VMPS is a low $495. That price will go up in April. While this is a one-day event, attendees will actually enjoy two-days of great content. Registration entitles you to attend all the Streaming Media East keynotes, and the first one will be on May 8th. While the names haven’t been announced yet, SME has some A-level talent lined up this year. Registration also gets you into the Discovery Track—a two-day SME track where vendors present a variety of streaming video products and services—and the SME Expo. And finally, registration gets attendees into all SME networking events, including the Tuesday night reception.

So while VMPS is Wednesday-only, attendees can go to keynotes, learn about new products, and meet with clients on Tuesday all for free, then, come back on Wednesday for a full day of video marketing expert sessions.

This is a great deal, and it’s going to sound even better in the coming weeks when we start announcing speakers. Mark the day and get in early. Video Marketing Power Summit registration is now open.



Facebook And Google Dominate As Video Ads Grow

Posted by on Jan 18, 2018 in Video Marketing | Comments Off

  • by Alex Weprin

    3 hours ago

A new study commissioned by cloud computing giant Salesforce shows that Google and Facebook continue to dominate the world of digital advertising, and are adapting as more and more marketers
and advertisers turn to video.

According to Salesforce’s Digital Advertising 2020 Report, which the company officially unveiled Thursday morning, 65% of companies increased
their video advertising budgets over the past year.  And 52% of advertisers are choosing to produce their video ads in-house.

While video ad spend increases, Google and
Facebook continue to dominate the overall digital ad spend landscape, with Salesforce estimating that over the next year, those two companies (and their subsidiaries Instagram and YouTube) will
account for 66% of all digital advertising spend worldwide.

These same companies are also capturing the value of video. While Salesforce estimates that display ads, which it says
account for 15% of the market, will decline over the next year to 14% of the market, YouTube, which currently accounts for 15% of the market, will rise to 16% of the market. In other words, as display
ads decline in favor of video, Google is positioned to pick up those pieces.



The Salesforce report also found digital advertising and marketing are continuing to converge, with a
majority of companies now using the same teams and budgets for both purposes. Brands are also overwhelmingly turning to data management platforms (DMPs) to manage the scale of their data, while
figuring out the most effective way to share that data with partners.

And, while companies are still using traditional digital metrics like impressions, most are also beginning to
use advanced metrics that allow for more sophisticated and long-term tracking.

Salesforce also predicted that artificial intelligence will become more prominent in advertising,
driven in part by voice assistants like Amazon’s Alexa and Google Home.  Almost three quarters of advertisers surveyed already advertise through voice assistants, or are planning to some
time over the next year.

Google makes massive changes to YouTube advertising rules in latest clean-up effort

Posted by on Jan 18, 2018 in Video Marketing | Comments Off

Google is making the biggest changes to the advertising rules on YouTube since the video site’s inception, another attempt to clean up its content and answer persistent complaints from advertisers.

YouTube will now impose stricter criteria for the types of videos that can earn money on the site and will introduce a new vetting process for the top-shelf videos it offers advertisers, the company said Tuesday in a statement. In the past year, YouTube has dealt with a series of firestorms, starting last March when ads were found next to violent and racist videos, leading several advertisers to pull their business.

But problems persisted. Bloomberg reported last week that Alphabet Inc.’s Google had discussed some of the new changes with partners last week following alarming revelations about YouTube videos featuring children. Google doesn’t publicly report YouTube revenue, but frequently cites the world’s largest video site as one of its fastest-growing businesses.

In April, after an ad boycott began, YouTube raised the cap for splitting revenue with video creators, requiring these sites to have at least 10,000 views. Now, Google will only open advertising to YouTube channels with more than 1,000 subscribers and 4,000 viewing hours racked up over a year. The restrictions are designed to filter out offensive videos, although YouTube’s latest controversies have involved some of its most popular creators, like PewDiePie and Logan Paul.

“While that threshold provided more information to determine whether a channel followed our community guidelines and policies, it’s been clear over the last few months that we need a higher standard,” Robert Kyncl, YouTube’s chief business officer, and Neal Mohan, its product lead, said in a joint blog post.

As YouTube fielded complaints from advertisers, the company has defended itself by pointing to the number of creators that depend on the service for their livelihood. Some of those video creators reported as much as an 80 per cent drop in sales following YouTube’s tighter restrictions. In YouTube’s blog post, the company said that 99 per cent of the creators affected by the new changes earn less than US$100 a year from YouTube ads.

In addition to the new restrictions, YouTube is pledging that its staff of content moderators will screen every single video in Google Preferred, the company’s premium offering for marketers. Google said that the manual review process will be set up by the middle of February in the U.S. and by the end of March in other countries.

After the initial boycott, YouTube gave advertisers a slew of new controls to ensure their ads don’t run next to offensive content. However, similar issues occurred again, flaring up in the fall around content targeted to children.

“It’s different this time,” Eric Reynolds, chief marketing officer for Clorox Co., said in a phone interview about YouTube’s new policies. “It feels like a whole new level of commitment.” Reynolds said he had placed some of his marketing on YouTube on hold last year, but has now returned with higher levels of spending.

Tracking What the 5 Best Video Ads of 2017 Can Teach Marketers

Posted by on Jan 17, 2018 in Video Marketing | Comments Off

Gone are the days when having a video for your website checked the “video needs” box for your brand. A single video is no longer enough, and big brands are demonstrating the value of a constant supply of fresh video content.

HubSpot’s Instagram Stories offer a great example, and the company has put its money where its mouth is by announcing a partnership with Shakr. Together, they launched video creation platform to help marketers and advertisers build high-quality videos specifically for the “Stories” section of Instagram’s platform.

Video plays account for one-third of all activity on the internet, and by 2021, video traffic will comprise an astounding 82 percent of all consumer internet traffic, according to Cisco. Simple text posts on social media are no longer enough. Marketers need to get ahead of the game to remain competitive. Forget annual campaign spots — video consumption demands new ads every quarter, month, or week. In some cases, brands even release new video content on a daily basis.

Humanizing Your Brand

2017 saw brands shift their focus. Instead of shouting out traditional promotions, crafting a narrative took priority as companies sought to engage audiences via storytelling.

Storytelling is in our DNA, and video narratives give us the power to communicate emotionally using a vast array of imaginative concepts. Stories of our family and our past help define us, while stories of culture and heritage reflect our values.

According to animation company Gram, presenting an ad as a story makes it 118 percent more likely to lead to a conversion because audiences connect to it emotionally. Consider “Perfect Isn’t Pretty” from Gillette, which depicts the struggle endured by world-class athletes in their rise to the top. Rather than tout the quality of the company’s razors, Gillette created an emotional connection with a gripped audience as it awaited the drama of the 2016 Olympics in Rio.

For companies that want to take their video marketing to the next level, here are five contenders for the best video campaign of 2017 to look to for inspiration. Emulating their approaches can elevate both newly christened and firmly established brands.

  1. Old Spice: “Dont Smell Yourself Short

After years as a giant in the advertising space, it’s no surprise that Old Spice came away with the Webby Award for Best Video Campaign of 2017. The brand has made some of the most recognizable commercials on the planet by harnessing an odd mix of elements and bringing them together to serve a common theme, creating a feeling of sensory overload that always leaves viewers glued to the screen. Old Spice’s other strength is its consistency. Year after year, the company continues to push the creativity envelope and maintain quantity without sacrificing quality.

  1. Robin Hood and Upworthy: “Robin Hood Heroes

Anti-poverty organization Robin Hood partnered with Upworthy to create one of the most counterintuitive, yet effective, ads of the year. Corporate responsibility briefly takes a back seat in this video about an Egyptian immigrant family. With the story highlighted, the ad communicates the mission of the New York City nonprofit in a powerful, heartwarming way. Putting your agenda second in a company video avoids alienating the audience and, ultimately, makes viewers more receptive to the message.

  1. Dove: “Dear Media

Dove’s “My Beauty My Say” campaign empowers women to resist being judged by their appearance. The brand chose video to lead it, and its “Dear Media” ad won the 2017 People’s Voice Webby Award. This high-quality video elevates the brand’s look and enhances the emotional aspects through powerful imagery, capturing multiple viewpoints to weave a collective narrative that redefines stereotypes. By telling a human story that’s easy for audiences to relate to, it draws viewers in, making them feel heard and a part of the brand.

  1. Burger King: “Google Home of the Whopper

This particularly ingenious ad capped off a solid year of advertising for the burger giant. Audio in the short video voice-activated the Google Home device of viewers everywhere. Although many consumers found the move invasive, Burger King has been enjoying an enviable PR boost.

  1. Google: “Year In Search 2017

Even a company whose website is nothing more than a search bar recognizes the power of video in advertising. This incredibly effective short-form video ad is nothing more than a simple collection of video clips that show what users were researching with the search engine, drawing on both tragedy and triumph to connect with viewers. Putting people first and showing us something that feels like our story, Google elevates its brand to being part of history and a leader of the future.

Need more proof that video can communicate almost anything more effectively than any other medium? As difficult as it might be to believe, here are some highly engaging and compelling flight safety videos that are worth watching.

The great stories behind a brand can disarm audience members and make them more receptive, and a strategy that prioritizes storytelling will produce a brand that customers can relate to. If something is said more than once, it’s probably best said with a video as long as video continues to be consumers’ preferred format for receiving information and gaining an understanding of what a brand has to offer.



Immfly and Inadvia Launch Programmatic Video Advertising on Iberia Express

Posted by on Jan 17, 2018 in Video Marketing | Comments Off

Iberia Express –>
Iberia Express

Image via Wikimedia Commons

APEX Insight: With US programmatic digital video ad spending set to surpass $13.43 billion next year, Immfly, through its partnership with Inadvia, has become the first wireless IFE provider to offer programmatic advertising in flight without the need for an off-board connection.

Tim Letheren Inadvia

Tim Letheren, director, Inadvia

Wireless in-flight entertainment provider Immfly announced today that it has partnered with Inadvia, a video advertising trading platform, to bring programmatic video advertising aboard Iberia Express. The collaboration makes Immfly the first wireless IFE provider to offer programmatic advertising in flight without the need for an off-board connection.

Increasingly popular in traditional digital media environments, programmatic advertising platforms rely on software-driven algorithms to automate the buying, placing and optimization of digital ads through a real-time bidding system. Unlike the traditional ad buying process, which can involve requests for proposals and back-and-forth negotiations that can require many employees, programmatic advertising accelerates and simplifies the transaction through automation.

For its first campaign with Iberia Express, Inadvia created a marketplace that shared the available ad opportunities on Immfly’s IFE portal with potential advertisers. Thirty-second video ad spots, which air ahead of music videos on Immfly’s streaming portal, were secured by DSP VE on behalf of Teufel, a German audio equipment brand.

“We are seeing consistent above-industry-average performance on video advertising metrics.” – Tim Letheren, Inadvia

The campaign launched on Iberia Express on December 15 and is ongoing. “We are seeing consistent above-industry-average performance on video advertising metrics,” says Tim Letheren, director of Inadvia. According to Letheren, Inadvia’s programmatic ecosystem can leverage rich passenger data from IFE providers so that advertisers can more effectively target potential customers.

A recent eMarketer report forecasts that US programmatic digital video ad spending will surpass $13.43 billion next year, accounting for more than 75 percent of all digital video ad spending. “There has been a huge shift in video advertising towards programmatic trading, especially in higher-value brand budgets, and programmatic video budgets are growing at a furious pace,” says Letheren.

In introducing programmatic advertising to in-transit media markets – Inadvia also provides for high-speed train and intercity coach lines – Letheren expects to draw interest from new advertisers and “open up brand new sectors that traditionally haven’t advertised in flight before.” And although initially conceived of as a personal device-based solution, as embedded seatback systems become more sophisticated, he sees potential business development there, too.

While Immfly’s airline customers also include easyJet and XL Airways, no formal plans to bring Inadvia’s advertising technology to these airlines have been shared.


Related content

YouTube toughens rules about video ads

Posted by on Jan 17, 2018 in Video Marketing | Comments Off

SAN FRANCISCO: YouTube on Tuesday announced ramped-up rules regarding when it will run ads with videos as it scrambled to quell concerns by brands about being paired with troublesome content.

“There’s no denying 2017 was a difficult year, with several issues affecting our community and our advertising partners,” YouTube vice president of display, video and analytics Paul Muret said in a blog post.

“The challenges we faced in 2017 have helped us make tough but necessary changes in 2018.”

Channels at YouTube will need to have at least 1,000 subscribers and 4,000 hours of watch time within the past year to be eligible for ads, according to Muret.

Previously, channels could be eligible for ads as part of a YouTube Partner Program by racking up 10,000 views or more.

“We want to take channel size, audience engagement, and creator behaviour into consideration to determine eligibility for ads,” Muret said.

YouTube will closely watch for spam, abuse flags and other signals to make sure channels are remaining within the Google-owned video-sharing platforms policies regarding content, according to the post.

Muret said that manual reviews of video will be added to a Google Preferred system that brands use to place ads with popular YouTube content to better vet videos.

YouTube is also providing advertisers simpler controls regarding where ads appear and transparency including safety checks by outside parties, according to Muret.

The changes were expected to affect “a significant number” of YouTube channels eligible to run ads.

YouTube late last year pulled 150,000 videos of children after lewd comments about them were posted by viewers and went public with a vow to greatly increase the ranks of workers focused on rooting out content violating its policies.

The moves came as YouTube strived to assure companies their ads would not appear with offensive or inappropriate videos.

“We are passionate about protecting our users, advertisers and creators and making sure YouTube is not a place that can be co-opted by bad actors,” Muret said.

“While we took several steps last year to protect advertisers from inappropriate content, we know we need to do more to ensure that their ads run alongside content that reflects their values.”