Tuesday, December 20, 2011

Best Time for Online Video Ad Clicks

Clicks are still the currency by which many marketers measure success in online advertising, and early evening ranks as the most effective time for generating clicks on online video ads.

That’s the result of a new study by ad platform TubeMogul. While online video is often used as a branding mechanism for marketers, many do still want to drive clicks, which could range from encouraging viewers to share a link on Twitter, have a conversation on a brand’s Facebook fan page, or even buy a product online, TubeMogul said in its report. Clicks are often more quantifiable to measure than increases in brand awareness or word of mouth.

TubeMogul’s study of about 23 million impressions from pre-roll ads bought by top brands in the consumer packaged goods, retail and restaurant industries indicated that the end of the work day and into early TV primetime were the best hours for delivering the most clicks. Specifically, TubeMogul found that nearly 26% of all clicks on video ads fall between 5-9 p.m. — also the time frame when click rates overall are highest, TubeMogul said. One might think completion rates for video ads would also be highest during those hours. However, that’s not the case. Completion rates don’t vary significantly based on the time of day, or on whether the pre-roll ad is 15 seconds or 30 seconds, which suggests that viewers are simply more receptive to ads during those early evening hours.

Advertisers would be wise to serve their ads late in the afternoon and into the early evening in order to achieve the maximum engagement.-MediaPost

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Thursday, December 15, 2011

Marketers Slicing from TV Budgets for Online Video

About two-thirds of marketers say they’ll increase their budgets for online video advertising in 2012, and some of them will be snagging that money from the TV ad budget.

That’s the finding of a study conducted by Break Media, released today. Of course, the big caveat is Break has a huge stake in the online video ad economy since Break Media Network is a large video ad network reaching more than 120 million visitors each month, and also owns Break.com, the popular humor video site. Even so, the study’s findings dovetail with those from marketers and research firms also expecting another robust year for online video ads in 2012.

Specifically, about 32% of advertisers who plan to up their online video ad spend in 2012 will take money from TV budgets, 54% from non-video display budgets, and 38% from organic budget growth, Break found in its survey of more than 300 decision makers at ad agencies and marketers. More than 90% of advertisers plan to use video ad networks in the year ahead and expect to allocate 20% to 41% of total video dollars through ad networks.

Interestingly, marketers may shift away from the cost-per-thousand model that has been the bedrock of TV and video advertising in favor of a cost-per-view model. Break said that model has doubled in use in the past year. The growth in the cost-per-view model likely comes from the increasing use of video ad networks, since that pricing model is most commonly offered by ad networks. Pre-roll is still the most preferred ad format, while mobile will be second, overtaking in-banner in 2012.

The expectations for 2012 stem in part from how video performed this year. Many advertisers plowed more money than originally planned into video this year. About 57% said they spent what they planned, 14% spent less and 29% spent more than they expected to in online video.

But online video will face obstacles in 2012, including difficulty measuring ROI and a lack of standard metrics. The ROI issue has been cited in many studies this year as a major hurdle, including most recently by Casale Media.- MediaPost

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Wednesday, December 14, 2011

Twitvid Launches Pinterest for Video

Twitvid, whose name has historically been extremely informative — it’s a host for sharing videos on Twitter — is trying something new. This week, the company launches a section of its site devoted to sharing and discovering the best Web video from sites like YouTube and Vimeo. Twitvid (which raised about $10 million in venture funding) will continue to provide its existing service, and hopes to get some of its 12 million monthly uniques to participate in its “Pinterest for video,” said CEO Mo Adham.-AllThingsD

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Sunday, December 11, 2011

Social Video Delivers

How social video is changing online advertising
Social media is changing the way brands use online advertising. One of the most striking examples of this change is social video, where users opt-in to view videos on their own, and then share them or take other actions. Unlike pre-roll, expanding banners, and other interruptive video units, social video puts users in control. This new structure challenges long-held beliefs about the efficiency of traditional reach-and-frequency spending, and it has made social video one of the hottest new segments of online advertising. Some recently released data that shed light on social video trends and usage patterns. The study was based on a sample of more than 13 million user-initiated video views between January 1, 2011 and September 30, 2011. The views were a result of social video campaigns created for Fortune 500 brands across a number of vertical categories, including consumer packaged goods, apparel, consumer technology, retail, luxury products, fashion and beauty, sports and fitness, and auto.

Key insights from the study:

Humor works
Humorous videos are prominent within the social video space, accounting for four-in-10 campaigns. Those who watch a humorous video are more than three times more likely to click to a brand's Facebook page after viewing than those who watch other types of social video content.

Celebrities don't guarantee engagementOnly one-in-10 social video campaigns feature a TV or movie personality, and they are actually less effective at driving brand interactions than non-celebrity videos. Celebrity videos drive 12 percent fewer visits to brands' Facebook pages than non-celebrity videos. This data may indicate that those who watch celebrity videos are more interested in the famous personas than the brands behind them.

Short and long-form are most effective
Fifteen-second videos produce the best click-through rates, but they are used least. Only 10 percent of videos are 15 seconds or less, yet they are 153 percent more effective than videos between 16 seconds and one minute.

Videos of 60 seconds or more are the second-most effective format, outperforming videos between 16-60 seconds by 70 percent. This may indicate that 16 second-to-one-minute videos are not enough time to tell an engaging story.

Girl power growsAccording to our first study released in January and based on 2010 data, women accounted for nearly 57 percent of social video views. In 2011, that number has grown to 63 percent.

While 18 to 44 year-olds dominate, younger people are gaining interest
Sixty percent of video watchers are between the ages of 18 to 44, while viewers between 12 and 17 years-old increased by 48 percent since the beginning of 2011.

Facebook page trafficThe social video opt-in environment is more effective in driving post-view engagement than interruptive video units, such as pre-roll. Users who opt-in to watch social videos are more than three times as likely to interact with a brand after the view, compared to pre-roll, according to the YuMe Video Advertising Metrics reports in 2010 and 2011. Social videos are notably effective in driving users to a brand's Facebook page. "Join a brand on Facebook" is the single most popular post-view interaction, accounting for 40 percent of all post-view activity.

Social video completionSocial video programs deliver completion rates that are significantly higher than pre-roll. On average, 64 percent of users served a 30-second pre-roll video watch to completion. In contrast, 95 percent of users who opt-in to a social video of the same length watch to the end.
Social video is rewriting the advertising rules of engagement. While the vast majority of online video advertising is still interruptive, the data above illustrate the benefits of respecting consumers and meeting them on their own terms. It will be fascinating to watch the medium evolve in 2012 and beyond.- iMediaConnection

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Friday, December 2, 2011

VMakers - working on the New Chelsea Handler Sitcom

The video and film pros at VMakers are working on the new Chelsea Handler sitcom.

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Thursday, December 1, 2011

YouTube Steps Up Analytics, Drills Into Viewer Stats

Youtube-YouTube still dominates streaming media. As such, tracking a campaign’s performance on Google’s video hub remains a critical component of any marketer’s viral video efforts.
Responding to greater demand for more in-depth reporting and analysis, YouTube has replaced its Insight tracking service with a more thorough Analytics offering.

Analytics attempts to take Insights to another level by giving publishers of any size more information about their content and viewers. It features a new overview section, which prioritizes a publisher’s most relevant information, as well as more detailed statistics.

The new service also hopes to help publishers discover which videos are driving the most views and subscriptions -- and how far viewers are watching through videos in the new audience retention report.

Led by YouTube, Google sites still ranked as the top online video content property in October -- with 161 million unique viewers and a record 20.9 billion videos viewed, per comScore Video Metrix.

Still small by comparison, Facebook.com represents a clear threat to YouTube’s video dominance. According to comScore, the social network ranked second in terms of viewers, with 59.8 million in October.

Overall, with the average viewer now consuming a record 21.1 hours of video a month, a total of 184 million U.S. Web users -- or 86.2% of the country’s online population -- watched more than 42 billion videos in October.

Also worth noting, video ads accounted for 14.9% of all videos viewed -- and 1.4% of all minutes spent viewing video online -- in October. Across the board, video ads reached 53% of the total U.S. population an average of 47 times during the month, while Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5. - Gavin O-Malley, MediaPost

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