Tuesday, July 31, 2012

Attitudes to Online Video Ads


3 in 10 Online Video Viewers Open to SocNet Mining for Relevant Ads

Among active social network users who watch videos online, 30% are willing to allow streaming video sources to mine their social networking information to provide relevant ads, according to a study released in July 2012 by Performics. Fathers are the most receptive (43%), with mothers also slightly above average (31%). Other men (e.g., bachelors, husbands without children - 27%) and other women (23%) are the least receptive.


Respondents’ openness to social network contact mining may be related to frustration with the current relevance of ads: just 30% of respondents believe that the online video ads they see are relevant to them.

The study defines active social network users as consumers who visit one or more social networks daily.

Viewers Want Variety

Meanwhile, 62% of active social network users who watch online video prefer to see a variety of ads, rather than a single ad multiple times. 66% like when ads display a countdown until the viewer can close the ad, or when the programming begins.

28% of the online video viewers say they usually view the entire ad even if they have the ability to close it. Fathers skewed highest at 38%, followed by mothers (28%), other men (26%), and other women (20%).

Computers Lead For Streaming TV, Movies, Video

When asked how often they view TV shows, movies or videos on devices other than TV, 55% of the overall sample of active social networkers said that they watch such content on a computer at least once a week. Game consoles (29%) are the next-most popular devices at that frequency, followed by mobile phones (27%) and tablets (21%).

Consumption on these devices is generally up from 2011. 55% report that the amount of time they spend consuming media on their computer has increased, while a significant proportion have also increased their time spent consuming media on mobile phones (43%), and tablets (23%). In the same order, just 7% report their time spent consuming media on computers has decreased, followed by mobile phones (9%) and tablets (9%). Game consoles remained fairly level: 22% increased their media consumption on these devices, compared to 21% who have decreased it.

These results are in line with June findings from NPD DisplaySearch, which revealed that more than 70% of consumers worldwide report viewing video content on devices other than TV sets, with laptops, desktops, and mobile phones the most prevalent devices used. Though tablets are the least-used alternative devices, their use for viewing TV/video content has more than doubled year-over-year in the 14 regional markets surveyed, primarily due to increased adoption.

Digital Formats Preferred For Some Content

Data from Performics’ “Life on Demand: Participant Behavior and Social Engagement” indicates that active social network users prefer most ad-supported media in traditional and offline formats. 52% prefer traditional or offline TV content compared to 41% who prefer this content via a digital or streaming format. Similarly, 47% prefers traditional radio versus 40% who prefer it streaming, while 49% prefer print newspapers and 55% print magazines, versus 32% and 25% for digital, respectively.

Active social network users prefer just 4 types of content digitally or streaming rather than through traditional or offline formats: pictures (56% vs. 34%); games (52% vs. 30%); movies (47% vs. 44%); and recipes (46% vs. 36%). At least two of these (games and movies) present some in-line marketing possibilities (e.g. in-game advertising and pre-roll video ads).

The most active social network users, the Über Users who visit two or more social networks at least daily, prefer all their content digital or streaming but for recipes (26%).

About The Data: Performics surveyed 1,961 Americans who visit at least one social network daily about their use of social media across devices, channels and screens.

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Monday, July 30, 2012

Video Tools for Success - August 2012

Video Secrets to Success

Our August 2012 Newsletter has arrived! Check it out.
Learn how video drives sales.
Get 3 valuable white papers - no charge!
Sign up for our Video Marketing Workshop - September 22, 2012
at Art Center College, Pasadena, CA
Register

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Saturday, July 28, 2012

Video, Images, Updates - Most Brand Engagement [Report]

Social Brand Engagement

A recent study from marketing firm Perfomics shows that 33 percent of people are most likely to respond to brand offers when they are reposted by a friend. The study states that 27 percent will do so on the brand's page, 26 percent from the newsfeed, and 20 percent from a social ad.

The study also touched on some valuable information about branded content engagement. Consumers are most likely to engage with branded content containing images (44 percent). A close 40 percent of people said they are likely to engage with Status Updates and 37 percent with videos.

Another interesting piece of information the study stated was the social media tendencies of mothers and fathers. It showed that moms are more likely to have a Facebook account than dads, although dads are significantly more likely than all other men and women, including moms, to have YouTube and Twitter accounts.

This information is based on the Perfomics Life on Demand social media survey which studied 2,000 Americans who visit a social network at least once a day about their use of social media across devices, channels and screens.-ClickZ


Performics Life on Demand 2012 Summary Deck

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Tuesday, July 24, 2012

YouTube asks users to use real names

The online video service takes a swipe at nasty commentors and cleans up its image by encouraging users to use their real names and link to their Google+ profile.


A Google screenshot featuring Joey Samson, formerly known as joeysam87, showing how to change from an anonymous YouTube account to a Google+ account. (Credit: YouTube)

YouTube thinks that maybe all those cutepuppies99 and origamiboys1981 might be ready to grow up. Google's online video platform is now giving users the option to start using their real names on its service, along with hooking up their Google Plus profile up with their YouTube channel.

"One Google-wide identity was something that proved popular with new YouTube users when we began offering it in March, so we are now extending it to existing users," YouTube software engineer John Fisher wrote in a recent blog post.

Here's more on how it works:
If you are currently YouTube user joeysam87, you can now appear as Joey Samson, the full name from your Google+ profile (with an actual space in the middle!), along with any photo you uploaded.

Next step, your past activity. Maybe you posted a few things way back (all those "I love you Biebs!!" comments?) that you'd rather not associate with publicly. By clicking "Review my content," you can see every video, comment or playlist you've ever posted, and decide whether you want it associated with your full name before making the change.

This will give you more options for how your videos are seen and discovered on YouTube. However, we realize that using your full name isn't for everyone. Maybe people know you by your YouTube username. Perhaps you don't want your name publicly associated with your channel. To continue using your YouTube username, just click "I don't want to use my full name" when you see the prompt.
While YouTube is offering this added feature to its users, it also behooves the service to ask people to use their real names. This video platform is notorious for having anonymous commentors leave long chains of offensive comments. According to Wired, cleaning up its image would help the service in attracting more business owners, advertisers, and filmmakers.

The integration of Google+ and YouTube has been taking place over the last few months and while some users must appreciate it, others have gotten annoyed. In May, actor Wil Wheaton ranted about Google "forcing" its social network on everyone when he tried to like a video on YouTube and instead got a prompt to join Google+. His screed was re-blogged by more than 2,300 Tumblr users.

According to YouTube, if users opt to change their anonymous username to their real name, there will be additional venues to use their full name on other Google products and services in the future. "For many YouTube users with existing Google+ profiles, you'll start seeing this option the next time you upload or comment on YouTube," Fisher wrote. "For partners, brands and organizations, you won't see this just yet." Fisher also said that the feature is only available in the U.S. for now but will be coming out internationally shortly.-Dara Kerr, CNET

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Saturday, July 21, 2012

Top Video Sites, ComScore June

June 2012 U.S. Online Video Rankings

Google Sites, BrightRoll and Hulu in Tight Three-Way Race Atop Video Ad Rankings
comScore Video Metrix shows more than 180 million U.S. Internet users watched 33 billion online content videos in June. Video advertising reached another all-time high in June as 11 billion video ads were viewed.

Top 10 US Online Video Content Properties by Unique Viewers

June 2012, Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 180,373 32,997,209 1,238.1
Google Sites 154,507 18,274,297 484.4
Yahoo! Sites 51,453 717,806 75.5
Facebook.com 49,003 287,798 20.6
VEVO 46,202 594,806 51.8
Viacom Digital 38,921 433,381 54.2
Microsoft Sites 38,122 433,514 41.8
AOL, Inc. 38,117 544,932 63.7
Amazon Sites 29,826 97,697 17.5
Turner Digital 23,425 215,229 39.7
Vimeo 21,425 71,241 28.3
*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
Top 10 US Online Video Ad Properties by Video Ads Viewed

June 2012, Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 11,005,355 4,613 67.7 53.0
Google Sites 1,412,882 147 18.7 24.7
BrightRoll Video Network** 1,387,252 805 12.7 35.7
Hulu 1,328,224 583 51.8 8.4
Adap.tv† 1,146,957 649 14.9 25.1
TubeMogul Video Ad Platform** 1,041,279 330 17.2 19.8
Tremor Video** 836,352 447 17.6 15.5
SpotXchange Video Ad Marketplace† 732,171 404 14.2 16.8
Specific Media** 694,406 332 7.8 29.1
ESPN 611,875 191 33.7 5.9
Auditude, Inc.** 611,733 208 12.0 16.7
*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange
Top 10 YouTube Partner Channels by Unique Viewers

June 2012, Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 45,089 566,811 50.5
Warner Music @ Youtube 26,119 154,696 23.1
Machinima @ YouTube 23,601 447,256 76.1
Maker Studios @ YouTube 21,213 215,972 40.4
FullScreen @ YouTube 16,247 87,266 19.2
BroadbandTV @ YouTube 9,457 47,047 16.3
Clevvertv @ YouTube 7,394 14,596 6.7
Big Frame @ YouTube 7,147 42,382 20.3
Collective Digital Studio @ YouTube 6,564 49,026 25.3
IGN @ YouTube 6,453 34,846 19.3
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from June 2012 include:
  • 84.8 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.8 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 25 percent of all videos viewed and 2 percent of all minutes spent viewing video online.
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Friday, July 20, 2012

Video Content On The Rise

(Source: Burson-Marsteller. World globe image via Shutterstock.)

While Twitter remains the most popular platform among Fortune Global 100 companies, by far the largest growth in corporate social media use occurred on YouTube.

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Thursday, July 19, 2012

New YouTube Creators Workshops

Upcoming YouTube educational workshops on Google Plus Hangouts on Air.

Designed for all YouTube creators. Every Wednesday at Noon PT / 3pm ET at the YouTube Creators Google Plus Page.

These workshops are organized in three sections: pre-production, production, and post-production.

Schedule:


Pre-Production
Production
Post-Production


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Wednesday, July 18, 2012

Video Ads Now Available In Text Messages

AdStitch mobile advertising service from Mogreet launched Tuesday, combining high-quality video ads with mobile messaging to help brands easily recoup return on investments.

Cox Media Group's Oakland, Calif. television station, KTVU, has been testing a morning weather alert to subscribers along with an ad in the MMS message on mobile phones.

The ad in the message typically ranges from five to 15 seconds, but more advertisers want to create shorter clips. The best-performing ad units are shorter.

Automakers know showing a 5 or a 15-second video of a car performs better than 20 characters in text, banner or display ad. MMS is a way publishers can reach 95% of Americans with mobile video.

Companies like Cox can turn their mobile messaging service from a cost to a profit center through AdStitch. It's about generating revenue to pay for your communication channel from the company to customers.

Users can upload a video ad in Mogreet’s Campaign Manager and use AdStitch to combine the ad to a video being sent to subscribers. The clip automatically is transcoded and assigned a delivering time and target to consumers on a mobile subscriber list via Mogreet’s MMS platform.

For years, publishers have invested money to send text messages to customers, but didn't have the tools to garner a return on investment through video ads that can tie into a message to support online or television media buys. This gives advertisers the benefit of reaching a targeted and engaged audience who opts-in to receive the clients' mobile messages and content.

But content needs to create the connection between consumer and brand. Rather than tell consumers why Cheerios might lower cholesterol, give them a recipe and diet to follow, Citron said.-Laurie Sullivan, MediaPost

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Tuesday, July 17, 2012

Online Video Use Explodes, ANA Study

More than 70% of marketers are currently using newer digital and social media platforms to reach their customers, but 62% say the "inability to prove ROI is a top concern," according to findings of a survey of 224 member executives released this morning by the Association of National Advertisers.

The survey, which was conducted in April and May, was released in conjunction with the ANA's Digital and Social Media Conference in Laguna Niguel this week.

Despite their overall concern, the ANA survey found that use of online video jumped in the past year, rising to 80% of marketers vs. 64% a year ago.

While social and mobile marketing have also grown -- with 90% and 74% of marketers saying they currently utilize them as marketing paltforms -- the ANA said their growth has "plateued" since last year's survey.-Joe Mandese, MediaPost

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Monday, July 16, 2012

Video Display Ads Interaction Rates 36%

Pre-rolls are the dominant form of online video advertising, but display ads still rule the Web in general. So it’s natural for technologists to look for ways to build video into all those omnipresent banner ads.
One of the latest efforts comes from social video platform VideoGenie, which has rolled out a new ad unit that marries user-generated video and display ads. With the spot dubbed “SoapBox,” marketers can incorporate user-generated video in a campaign and distribute it in a testimonial type of display ad -- consumers simply record a short comment from their Webcams and then VideoGenie vets the videos and populates them into the ad formats.

Pilots with kids-product deal site Totsy and travel site Priceline resulted in an interaction rate of over 36% with Priceline and 39% with Totsy. Those figures are 14 and 15 times the industry standard for rich media, according to Google's benchmarks of about 2.4% interaction for in-page video. The video completion rate for the Priceline spots was below average at 44% (average video ad completion rates are in the 60% range), but Totsy’s exceeded the norm at 71%. Those completion rates may have more to do with the audience; Totsy targets moms who are an active demo online, while Priceline is a brand everyone has heard of.

Display ads overall corralled $12.4 billion in ad spend in the United States last year, and should bring in about $15 billion this year, eMarketer said. Yet one-third of display ads go unseen by site visitors, and that’s why technology firms and marketers have been on the hunt for new formats to reinvigorate a staid medium.

Social video is powerful and brands are trying to tap into it. Social video platform Unruly Media has reported that brand recall and purchase intent rose when a branded video had been recommended to a viewer or shared.-Daisy Whitney, MediaPost

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Friday, July 13, 2012

Why Video Ads Need Good Content

Don't Forget Content In Your Video Ad Campaigns
With online video advertising expected to grow by 40% in comparison to last year, topping $3.1 billion in 2012 (according to eMarketer forecasts), advertisers are looking for new ways to drive video engagement and reach their target audiences. One such “solution” has been to extend commonly used display tactics into the video space. While many companies tout their ability to use targeting algorithms and the ability to buy “premium” ad impressions in real time, most advertising buyers remain interested in more tangible forms of media and a clear understanding of where and when their message has been seen and heard.

For this to happen, audiences have to be willing to sit through 15- or 30-second pre-roll to reach their desired video, and the only reason the consumer will do that is a strong desire for the content payoff. Amid all of the video industry growth forecasts, content has never been more important in video advertising.

While there are several quality sites that provide advertisers with access to premium content such as TV series, full-length movies, and original Web content, they simply do not deliver TV-like scale. Regardless, advertisers continue to pay high CPMs to surround content that either lives on the URL or relies on other users to embed and/or share. This makes it difficult to reach the broad audience that advertisers are used to on television.

Video ad networks and exchanges have helped to solve the scale problem, but given the desire to reach and appeal to the masses, content quality has become a big concern. Some networks have tried to overcome this issue with video-scanning technologies, looking to match video metadata with contextually relevant ads. Since this method is not quite foolproof yet, and the networks cannot guarantee that the cookies actually deliver on their promise, the best targeting in the world cannot force a consumer to watch an ad if they decide the video payoff is not worth the wait.

According to comScore, the U.S. internet audience watched 36.6 billion online videos in May, and 10 billion ads were served. It is certainly safe to say that content is a proxy for the audience, and worthwhile content incentivizes viewers to watch an ad message before proceeding to their video. It will not be long before we begin refocusing our attention to content delivery at scale, rather than simply audience delivery at scale, without true regard for the specific content offering.

For video advertising to reach the massive growth that everyone predicts, advertisers need some assurance that they are not getting just good, but unquestionably great, content. The strategy of quality content alignment, at scale, across hundreds of sites, is similar to content syndication, which pulled TV through a rough patch. It will more than push the digital industry forward here, too. -Rich Routman, MediaPost

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Thursday, July 12, 2012

Women Embrace Relevant Online Video Ads

Females say they feel more positively toward brands and publishers alike when shown contextually relevant ads


Advertisers have many means of targeting at their disposal, from contextual to audience-based to behavioral and beyond. While some of those targeting types—notably behavioral—can lead to a negative reaction among internet users when they believe they have been used, web users do agree that relevant ads make them better-disposed toward brands, as well as toward the publishers who run the ads.

In the case of online video ads, Dynamic Logic surveyed US online women in March 2012 on behalf of contextual advertising firm Vibrant Media to discover their attitudes about contextual targeting. The women surveyed said contextual video ads made them feel more favorably toward both the brand (62%) and the site where they saw the ad (56%), making contextual targeting for video a win-win for publishers and advertisers. Half of respondents said their overall browsing experience was more valuable because the ads were perceived as relevant to what they were doing at the time—that is, relevant to the content of the webpage.

Attitudes Toward Contextually Relevant Online Video Ads According to US Female Internet Users, March 2012 (% of respondents)

Most of the online women surveyed indicated, at least indirectly, that contextual relevance was particularly important to them. Asked about online video ads “irrelevant to the site” (though not necessarily irrelevant to them), 70% said they were more likely to ignore them. Meanwhile, nearly as many said they were more likely to pay attention to ads that were contextually relevant to the site.

Effect of Contextually Relevant Online Video Ads on the Attention of US Female Internet Users, March 2012 (% of respondents)

Surveys on other ad targeting types, or targeted ads in general, have tended to indicate that relevance leads to consumer attention. Even behavioral ads, which get poor marks from many web users due to perceived lack of transparency, are often still appreciated for their relevance to the viewer. But contextual ads offer the benefit not just of relevance in general, but relevance to the specific online task web users are accomplishing at the moment they see the ad—and it appears that relevance does not go unnoticed.-eConsultancy
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Wednesday, July 11, 2012

Google+ Hangouts Get Closed Captioning, Transcripts

You can read a transcript of what’s going on in a Google+ Hangout in real-time — Closed Captioning, essentially — thanks to a new app released Thursday called Hangout Captions.
The app provides a transcript of a Hangout that can be read by those who are deaf or have trouble hearing, allowing them to participate in the conversation as well.

“By adding the +Hangout Captions app, you can either connect live text from a professional transcriptionist to your Hangout, or type right into a text box yourself to transcribe a Hangout for your friends,” Naomi Black, technical program manager for accessibility engineering wrote in a post on Google+.

“Right now, we only support professional transcription through StreamText and our ‘do-it-yourself’ Basic Transcription. This is an early look at the app so you can tell us what you think.”
In late May, Google added the ability to add captions to videos uploaded to Google+.

Hangout Captions are available now via the app’s website. Using the app requires you to not only install the app but also grant it some access to your Google+ account.

Once installed, however, you’ll be able to use the service whenever you’re involved in a Google + Hangout.

You’ll only be able to see a transcription in the Hangout Captions side panel when someone in the Hangout is providing the transcription; either through live stenography (CART or palantype) or by simply typing into the app. Live transcription isn’t automatic.-Emily Price, Mashable




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Tuesday, July 10, 2012

Video Ads Grow 70%-Google Network

In its recent report, Display Business Trends: Publisher Edition, the search giant analyzed “tens of billions” of impressions across its publisher products including DoubleClick for Publishers, the DoubleClick Ad Exchange and the Google AdSense network. With video in particular, Google found several trends that may be useful for publishers to keep in mind as they peddle video ads.

For starters, video advertising is one of the fastest growing segments in digital advertising, the report said. Google’s not the first company to note the rapidity of video’s growth; but corroboration from the Web behemoth on what countless other reports say is a good thing for the video ad business.

Specifically, in the second half of 2011, the number of video impressions across the DoubleClick for Publishers platform grew nearly 70%, and ads were watched to completion 72% of the time, and to the midpoint 79% of the time.

The most eye-popping stat is in the growth of impressions running in wide-screen players. Google saw nearly a tripling in the number of impressions on the 640 x 360 ad unit within wide-screen players.  “Conversely, we’ve observed a decrease in standard aspect-ratio video player impressions, indicating that they’re phasing out,” the report said.

Half of the video ads in its network register between 15 and 30 seconds, with 36% longer than 30 seconds and 13% running less than 15 seconds. -MediaPost

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