a r t i m e d i a

Monday, February 16, 2015

In an Industry First, Artimedia Delivers Programmatic Video Advertising in Israel

Artimedia Launches a Premium Video Advertising Network, Offering Smart Ad Formats on Video Content from Top Publishers in Israel:

Artimedia is launching a Premium Video Ad Network in Israel, working with top Israeli publishers. A leader in advanced video advertising technologies, Artimedia exclusively leverages automated content analysis to offer a portfolio of smart interactive ad formats that blend ads with video content. The platform is accessible through a self-service campaign management interface, enabling to buy and optimize premium media in real time.
Artimedia is already in commercial cooperation with top video publishers in Israel and has started its first pilot with Globes TV, which enables viewers on the website to choose whether they want to watch the full video ad or to skip it.
The company’s advertising products are based on a unique technology that automatically synchronizes ads with video content to generate incremental inventory from existing premium video assets. Furthermore, for the first time in the Israeli premium media market, Artimedia enables a new efficient and fair pricing model for video ads, based only on viewers who chose to complete a full view.
Artimedia’s technology automates and streamlines the complex manual processes which characterize today’s online video media buying – from planning and operation, to analysis and optimization across all stages of the campaign. With Artimedia, advertisers and agencies can execute data-driven and results-based video campaigns on desktop and mobile, in order to reach an optimally targeted audience for their brands.

Dr. Ofer Miller
Dr. Ofer Miller, Founder and CEO of Artimedia: “Artimedia will revolutionize the premium online video media industry in Israel. Our advanced platform enables brands to easily reach and engage relevant and interested viewers. Soon, 50% of online viewers in Israel will be exposed to ads served using Artimedia”. According to Dr. Miller, the advertising world is moving towards Programmatic Direct media buying, and he intends to lead the programmatic advertising trend for premium video. Dr. Miller added that “Artimedia helps advertisers and publishers to achieve the greatest return on their digital video investments”.

Thursday, February 12, 2015

How to Win in Premium Video Advertising with Programmatic Media Buying

With estimates of $53bn in programmatic media sales by 2019, representing 150% growth rate from 2014, and the coveted title of “marketing word of the year 2014” programmatic advertising is said to turn the digital advertising industry into a clean mean efficiency machine.  Much of the criticism and some publishers’ reluctance to join the programmatic inevitable movement forward stems from the confusion caused by using terms like “programmatic”, “RTB”, “guaranteed/direct programmatic”, “single-impression-auction” and more, interchangeably. No, they don’t all mean the same thing, and they don’t all say we humans are being replaced by machines.  They do all reflect the inevitable change the adtech industry goes through, a change towards a more efficient, transparent, brand safe and data-based environment.

One of the areas in which programmatic has had many questions raised is premium advertising, and specifically premium video advertising.  Unlike display or social advertising which embraced programmatic buying as an efficient solution to trade remnant inventory across multiple buyers and sellers, premium video advertisers and publishers alike are trying to figure out how programmatic media buying works with premium inventory.   

As far as programmatic is concerned, online video advertising, the second-fastest growing advertising format, with estimated 19.5% growth rate by 2016, is now going through a similar process display and social advertising went through in 2013.  According to research published by Turn, online video advertising is driving, along with Mobile, the growth in programmatic media buying. 

So why is it that despite all the positive outlook and ever-growing adoption rates for programmatic advertising, premium video advertising has not been a major part of the programmatic media buying revolution?  Simply put, not all programmatic media buying channels are made equal.  Advertisers need to build the right mix of media buying solutions that best fits their campaign goals.   But while advertisers are more familiar with Programmatic Real-Time-Bidding (RTB) as the most efficient way to buy targeted inventory, sometimes what they need is a guaranteed inventory, which cannot be auctioned in an RTB system, by definition.   This also comes up as an issue for Publishers, who do not wish to lose guaranteed revenues, seeing the high demand from brands for premium video ad placements.

This is yet another classic adtech example where terminology chaos creates confusion and misinformation that perpetuate an inefficient situation.  A common misconception is to always associate programmatic media buying with Real-Time-Bidding (RTB), where buyers bid for a single ad impression for a price that is set in real-time, auction-style. But this is not the case at all - Programmatic does not necessarily equal RTB.  And this is where Direct Programmatic comes in as an additional solution for buying premium inventory automatically and efficiently.

Direct programmatic (also referred to as “Automated Guaranteed”) leverages the advantages of RTB programmatic advertising to bring efficiency and scale into direct media buying.  The technological infrastructure that is at the basis of programmatic advertising allows for automated analysis of vast amounts of information, automated optimized decision-making, algorithmic improvement of campaigns based on history learning, low operating costs and cross industry standardization.   

Direct programmatic in online video advertising provides guarantees for both advertisers and publishers: advertisers know exactly which ad placement they’re getting and at what rate, and they can choose which placements to buy with guaranteed placements and where to leverage remnant media via RTB.  Publishers can maintain premium CPMs for premium media placements, without the long selling and deal-closing cycles and with the speed and optimization capabilities programmatic offers.

Premium video content begets premium video advertising. As online viewers demand and consume more premium video content, and as content producers supply high-quality video for digital viewing, advertisers’ demand for premium video advertising will grow.  For big brands, premium online video inventory provides a perfect solution for carrying off TV-quality advertising cross-screens to desktop, tablet and mobile. Bringing the efficiencies of programmatic technology into the media buying process will provide brands with the quality, measured viewings they look for, while maintaining publishers’ premium pricing for their best content and ad placements.

Sunday, December 8, 2013

Artimedia Refreshes Advision Website

Ad formats get better visibility on the new Advision site:

Artimedia launches a refresh to the Advision web site at www.arti-media.net/advision. The web site had its sections rearranged to highlight Artimedia’s groundbreaking in-stream formats through a host of new and improved features. The site offers a cleaner user interface and easier navigation with a concept of design created to reflect simplicity, beauty and efficiency. 
Artimedia’s blog, now globally acclaimed, will continue to regularly update with relevant news and original content, serving as another channel of communication. 

About Artimedia: 
Artimedia provides advanced video advertising technologies and platforms for video monetization. We enable advertisers to deliver innovative video ads that optimize performance and engagement to millions of viewers worldwide, while helping video publishers maximize monetization of their video assets, creating a less intrusive, entertaining experience for the user. For more information visit www.arti-media.net
Enhanced by Zemanta

Thursday, November 28, 2013

The Pre Roll Reinvented

Probably the first video format available online, the pre-roll has finally found its way of recreating itself and step into the modern age.
Maybe we are not talking about the most innovative ad type here, but what has been seen lately it’s a “new generation” of pre-roll, trying to reinvent itself without losing its main characteristic: appearing BEFORE the content.

Appearing before the content, though, does not necessarily mean that the “skip this ad” button will be always available. What was seen a while ago is that sometimes pre-roll might become a standard ad unit even far, far away from video: trying to be a new type of interstitial, sort of a quid pro quo for using a free web service. As an example, many casual game companies started to make viewers watch a pre-roll a condition for playing a game online. 

In the process of reinventing itself, the pre-roll has been trying to become more “native”, offering choices to the viewer: what is seen now is that by adding choice to a pre-roll, effectiveness is improved. Before viewing a pre-roll, the viewer is given a choice between a handful of ad options: they choose the one they want, watch it, and then get to see the video they really wanted. 

Besides all that, pre-roll has three major advantages over the other ad formats for the Web: 

1 – Integration: Pre-roll is a common thread between television, the web, and mobile. One may take an ad from television and easily repurpose it for the web and mobile. Plus it better leverages the hundreds of thousands of dollars that are spent in the production of a commercial.

2 - Easiest comprehension and synergy to Media Companies: Pre-roll and post-roll ads are similar to TV ads, which are the easiest for traditional advertisers and marketers to comprehend. They view it as being basically "an online commercial," in easy-to-understand 15 second to 30 second online spots.  

3 - Greater impact over television ads: According to many researches, the impact of pre-roll has proven to be greater than that of a commercial in live and on-demand television viewing  for their brand awareness. It is easy to understand: the viewer is waiting to watch a specific content, and if the ad is well placed, obviously it will reach its goal. It is almost mathematical. 

What is seen now is a new movement to recreate the oldest online video format with media companies coming up with great and unique formats that mix up the pre-roll as we know it with other exclusive formats, leveraging its power and making it a new and powerful tool of online video. 

Artimedia recently launched an exclusive format called “Sequence”, that much more than an ad format is a new concept of pre-roll itself. Sequence™ starts with a standard pre-roll followed by two consecutive additional impressions: a branding unit and a call for action. These two impressions are Artimedia’s unique formats, designed to re-enforce the theme of the ad and placed as a whole sequence, as the name suggests. The whole concept is flexible and also allows more units to be added, if needed. 

As much as pre-roll have all the advantages presented previously, it is well known that we are talking about expensive ads to be produced – not only the pre-roll, but video ads in general. In this sense, the format is limited and there are much less creative out there available for campaigns. The Sequence approach enables to “mix-and-match” a standard pre-roll with a far broader variety of banners.

Due to the fewer pre-roll choices, the targeting capabilities are also limited (show the right ad/creative to the right viewer according to their interest, demographics, etc.), and are less effective for direct response.  As one thing leads to another, because of the above mentioned issues, pre-roll is used mainly for branding. Nevertheless, most brands and advertisers would want at least some level of call-for-action to drive viewers to engage. With Sequence™ the advertisers can add a layer of call for action by using targetroll or overlay, which will appear 30-90 seconds after the pre-roll.

To better picture it: shortly after the pre-roll video ad completes and the video content starts to show, the viewer will see an interactive branding unit blended into the content itself.  This is one of Artimedia’s unique formats: TargetRoll™, which slightly reinforces the brand and enhances recall, while not interfering with the viewing experience. Thirty seconds after that, a customized call for action banner is displayed, utilizing another of Artimedia’s unique formats – SmartOverlay™, maintaining the same ad theme. 

This way, within a relatively short period, the viewer is elegantly presented with 3 brand impressions that create a much more compelling brand experience, combining strong branding as well as actionable banners to drive performance. 

The whole system guarantees that the banners will be shown in sequence to the same viewer in order to maximize the brand experience. This enables to supplement pre-roll with diversified and targeted creative to enhance the ad’s impact, engagement and performance. 

Get to know more about Sequence™ and the future of Pre-Roll here:


Enhanced by Zemanta

Wednesday, October 16, 2013

Social Branding More Social

As social media arise, all the terms related to it gain new power: social branding, social content, social video and all kinds of terminologies that add the word “social” in the beginning or in the end.  The main thing about social, though, is not only trying to be there, but to appear in the middle of the crowd: to be interesting, to be cool, to be someone. Among the billions, that’s not easy. But it’s possible. 

The main secret here is maybe aligning two efforts: marketing and branding. It is true that there is no universal approach to build and maintain a good brand, but when it comes to SOCIAL branding, we can try to build a checklist using few marketing truths and tactics that work well and that one should keep in mind when they look at their social programs. Summing them up:

Get in the Groove:  Advertising got so saturated that the only way it found to overcome it is to be different. What happens is that being different makes it lose relevance or the message requires too much explanation. Remember: different is not always good, especially in the online environment when a brand has just a few seconds to capture someone's attention and connect with the consumer’s  emotions. There is a groove in each person's head that a message must fit right in. This groove is an incomplete need or thought, based on what they know, what they need and what they love about the brand or category. Find this gap or this "groove" and fill it. Accomplish this and chances are you will have a winning message that connects and embeds in people's minds on a synaptic and emotional level. Miss the groove and probably you will be just another meaningless instant in an ocean of impressions.

Talking about online video, this is apparently clearer: viewers do not realize anymore the standard formats that block content out there, bothering what should be a pleasant experience. We just press the “skip this ad” button and all the efforts spent on hours in advertising agencies are lost on the click of the mouse.  New and unique formats came to fill in this gap and offer an exclusive way of advertising, the same way social networks are investing on video features and allowing paid advertising (as recently Instagram announced) in order to make it “native”,  to make the viewer “choose” what, when and how they want to see ads. That is the true online video advertising revolution: the free will that it now offers. 

Be Helpful:  Ask yourself a simple question: "Why would someone want to hear from my brand on a regular basis?" Make sure there is a good answer. An answer that even convinces you, as a person and a customer. How can it be that getting a continual stream of content from your company will add value to your audience?  Give people a palpable reason to connect with your brand/service and make them one of the driving forces of your social content and promotions. And this answer should be applied to all kinds of content, meaning texts, articles, white papers, videos, etc. – everything that carries the name of your brand and is online should be meaningful and worthy.

Make People Talk: when talking about social media, a brand is not what you say;  rather, it's what people say about you.  So, give people something to talk about.  Light up conversations and promote content that generates dialogue, not just between you and your community, but between the members of your community and new and potential leads. Encourage interactions. Make things viral. How? Read the following tip.

Encourage Sharing:  Sharing is as valuable as liking or following on social media. It creates immediate bond impressions featuring your brand and also goes back to the "make people talk" tip. Be greedy with sharing and cherish it. Make content that is worth sharing and then make the share the call to action you are trying to encourage. We all want engagements, conversions and actions - but usually forget about the share, what in the end is the key that will lead a campaign to become viral. And often forget that in the social media environment, the share is actually the action. Think that  nowadays, approximately people watch 4 billion YouTube videos every day. 68% of video watchers share links to the videos. Creating highly compelling videos that tell your brand’s story and posting them on YouTube will make your brand be spread like fire on straw. It will create the bond with your audience and make your brand known with the new leads you are searching for. And we are talking here only about YouTube. Don’t forget about Facebook. And Vine. And Instagram…

Be Human: Social media is the right place to show the human side of a company. To let people get to know not its products, but the people behind its products. After all, it’s about socializing and people want to feel like they are connecting with real people who share their values and emotions. It is impossible to communicate with an inanimate object. Loosen up a little bit and show the face behind the curtain. Be real friends with the people who are willing to love your brand.  After all, we are all humans here. 


Enhanced by Zemanta

Monday, October 7, 2013

Instagram and the Video Ad Revolution

With a growth of 50 million users in the past six months, Instagram is the social network that has been causing a revolution on the online social scenario lately.

Few factors can explain it: the visual social network had a sudden growth in the past six months with 50 new million users, and now reaches a total of 150 million users; the recent confirmation that paid ads will be part of the social network and are supposed to be launched initially in the US and then in the rest of the world in the next few months; but mainly the video functionality, launched to compete with Vine, the Twitter app that was a huge success and has been kind of left aside since Instagram adapted a longer and improved version of video (most notably 15-second, filter-enabled, editable video function if compared to Vine’s 6.5 seconds) to its platform.  Also, we need to remember the very important fact that the app was finally released to Android users, since Instagram was exclusive to iPhone when launched.  And that opened its doors to the whole world, considering that now over 60% of users are out of the US.

What is really surprising though is the fact that the picture/video app increased the number of private and governmental companies creating and activating accounts on it: even NASA launched about a month ago its official account, with thousand of followers immediately after the official pronouncement that the account would be open to the public. A report conducted by the NYU Luxury Lab stated that 36% of luxury big brands were active on Vine since its launch, on January 2013. But since the launch of Instagram, 25% of the big luxury brands known worldwide started to experiment the app and created accounts or posted videos on their old accounts. And 25% is a number that should not be ignored. 

Considering the pessimistic prediction that evolved the app when Facebook bought it early last year, what can be seen now is not only a successful marketing case, but a great branding effort with tendencies to grow stronger and further as the video app is improving and the ads are about to be launched with all the buzz and the expectations they deserve. These ads are already there, though not on Instagram itself. And in such a subtle way one can barely tell. For example: American Licorice Co., maker of Red Vines, quickly turned Instagram videos into ads that ran on Facebook and Twitter. And I believe that was the idea of many of these big brands when they started to try or use their Instagram accounts to post videos. Another great example is Gap – the brand posted a video in the very same day of the release of the video functionality, a sort of corporate short movie adapted from one of the ads of the company.  


After all, we are talking about free 15 seconds of advertising available to 150 million users worldwide.  Companies like Nike Inc. and Lululemon Athletica Inc. have already found ways to run viral marketing campaigns on Instagram without paying anything. So obviously the next step would be to monetize it somehow. And that’s what happened. 

The idea regarding the paid ads is to offer something that runs on Instagram, most likely similar to Facebook’s newsfeed ads that are more or less native to the existing activities users are engaging in. After all, when 150 million people are hanging out in a place where they’re viewing a lot of beautiful, funny, evocative images and videos, you can be sure that, when given the opportunity, advertisers will follow them. Whether those people want to be followed or not.

The big controversy about ads on Instagram marks the second big change on the app in less than four months. The first, the video itself, brought sound and motion to what had previously been a quiet, mostly serene user experience. With video live, Instagram can now attempt to capture the higher CPMs video ads command on the web.

The ad concept will be a big change to Instagram users and modify completely the user experience for people that were used to a platform that offered a “native” way of browsing: from now on, brands that the user do not follow will appear on the timeline. At the first moment, the ads will show only to users in the US, sparing the 60% of the users abroad. And Facebook, Instagram’s owner, claims to have a very careful plan to launch these ads. On the official blog post where they released the plan, they say: "We'll focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community.”

From the content point of view, it can be really interesting. As the blog post says, users will have the choice to hide the ads that are not interesting, just like Facebook allows. Also, the video feature allows brands to generate content specifically geared for Instagram. 

So we understand that the experience will be a choice, and not an imposition. The video feature, in the end, came as a kind of backdoor for brands to serve video ads on Facebook. Considering all the cheerful and unique visual appearance of Instagram, what can be expected is at least an exclusive way of making advertisement. 


Enhanced by Zemanta

Thursday, August 29, 2013

Brands and You: Good Old Friends

Imagine a life without YouTube. Hard, right? Well, 7 years ago it did not exist and we all could live with it very well. The ads were seen on TV, video clips were on MTV and we could not search the programation and nobody died because of it. But slowly internet evolved, and made a revolution in our lives and in the way we see the world. Yes, I know I am repeating myself, but this is so true that we cannot run from the clich├ęs sometimes… And the way we consume information also has changed.

Online advertising in the early days used to be strictly direct response, with those amazing static display banners with insanely CTR high rates. And the few online video ads we saw were duplicated from the television, since no one knew how to adjust the content to the web. Then, brands found out the wonders of the digital world, not only creating their own private wonderlands but also e-stores and building a virtual persona that they were not able to create offline. The whole identity that could be created only in a store was maximized inside a screen, this time with sounds, movements and… video

Not every brand needed necessarily to give the consumer the option to sell online, but to establish a bond, a connection to the consumer’s heart.  And the old days of direct response were left behind, also when the consumers became more demanding with the huge amount of content available and the invasion of social networks that replaced the old and good “word of mouth”. People now can recommend a product even before buying it, and they do that for pure emotional reasons: the bond with the brand itself.

Having all these awesome tools (consider we didn’t even mention a third part of them here), what happened? Brands became online independent entities. Can you recall the first days of Facebook, when the companies' pages did not differentiate people from products? YouTube still does that, actually: the procedures to set up a personal channel and a company channel are basically the same. Been there, done that. In the online world, Brands are people, dear people that sweetly whisper to you that they are there for, understanding you, knowing your deepest desires, that they have a story the same way you do and that above all you can trust them.

But placing the online branding reality inside the online video scenario, where we can see so many changes? A lot has changed since the early days of Internet video. Today's professionally produced content is not only leaps and bounds from early amateur video, it's competing with broadcast television for viewers and ad dollars: heavyweights like Hulu, Yahoo, YouTube and Vevo put on presentations for ad executives that rivaled anything the networks have delivered in the past.

The last stats of online branding are so exciting that makes us, industry professionals, clap our hands like kids: brand advertising will see a big increase in spending, with 63% planning to up investments in the next year.  When it comes to specific tactics that will see growth, in particular, will double down on social media, mobile and video this year, with 70%, 69% and 64%, respectively. EMarketer estimates that branding will grow its share of digital ad spending during the next few years. This year, only US advertisers will spend $17.46 billion on branding, or 41.6% of the total digital spend. By 2017, branding will grow to $29.33 billion, or a 48.5% share. And again, we did not even mention the rest of the world

To conclude this post, please find a selection of the best brand videos of the first half of 2013. If you click on the link on "sources, there are more, I chose the ones I liked more (privileges of being the author of the blog). The criteria here, above anything, is virality. Because they became viral, have millions of views on YouTube, and more than anything, because you are going to stop and watch them, makes me wonder that maybe the secret is not hidden in any complex algorithm but in the pleasure or the emotion that the video gives the viewer. Would love to hear your impressions of them. May I confess I seriously thought out getting back to Internet Explorer?

- Baby&me: Evian

- Child of the 90s: Internet Explorer

 Skittles Figurines: Skittles (pay attention - it’s interactive and REALLY fun!)

Enhanced by Zemanta

Tuesday, August 20, 2013

Native What?

The pure concept of branding, that started with the advertising itself, has grown into something way deeper and sophisticated than the first concept that purely meant to be remembered by consumers. As seen in the first post of this series, the definition of branding according to the Wikipedia claims that “Brand is the name, term, design, symbol, or any other feature that identifies one sellers' product distinct from those of other sellers.  Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising."

Fact is, what started as a burning symbol on an animal’s skin and grew as a memory in the consumer’s mind turned to be into fulfilled needs and core values of products and services.  And this is not a change that the digital world brought: the digital world only potentiated it to its maximum. The main objective of branding nowadays is bringing the memory of a product in the consumer’s heart. And there is no better way of doing that than online video advertising and all the infinite ways of playing with content branding, branded content, and all the possible variations we can give to the word “content”.

Another Trend?

All these terminations may be a little bit confused at the end of the day, in times where “native”, “trendy”, “branded”, and whatever the next expression will be are just a new way of calling an old thing. What matters here is to understand how the mechanism of bringing value and touching the heart of the viewer through the screen actually works. It seems there is a recipe for the cake: it is called “branded video”, or “branded content”. In the past few years it was easy to realize that online video advertising brought in a new way of making up content: mixing up the concept of the service within the content. Premium video created for online viewing is often branded, meaning that a sponsor or brand was involved in its creation. Branding goes beyond sponsorship. A sponsored program has ads - static or video - placed around the content. Branded video, on the other hand, has products integrated into the content, and those brands may have steered the content’s direction.

Again, is really easy to get confused and think that maybe this is a new trend inside advertisement, that decided to turn online video into short movies: we’ve seen so many lately (some of them really good, by the way), that we ask ourselves who comes first? Short movies or marketers trying to be a little less aggressive? Neither, I would dare to say. 

All of this is just a new way of transmitting the message, a message that was overexposed and that was not heard anymore. The internet asked for this new way, and marketers came up with a new idea: in the last few years a new type of ad has gained recognition and challenging the types of commercials that have become an established part of the online video industry. Native ads are nothing more than videos that are within a publisher's original content stream and ask the audience to interact rather than automatically rolling before or during a content video. Viewers are much more likely to react favorably to a native ad because they have made the choice to play it rather than being forced to watch it.

This fact puts us back into the old discussion of non-intrusive advertisement: we all know we should not underestimate the viewer. We all know how doing it, as the good advertising and marketing professionals we are. The point here is that native advertisement is still underestimated, as much as the viewer itself is not anymore: not only because of lack of knowledgement but mostly because the industry does not believe that this is more than a trend soon will be forgotten as many others.

The Branded Clip

Well, the numbers are here to guarantee that this is not a trend and Native came to stay: native ads are exemplified in an October 2012 study conducted by Nielsen for native social video distribution firm Sharethrough and Stolichnaya Vodka. The companies measured viewers' reactions to a Stolichnaya ad campaign, "The Most Original Night," featuring three music videos showing people drinking Stolichnaya.

Among the findings: the campaign drove an overall 30.8% brand lift in purchase intent among those who were exposed to the video through both paid placements and shared views, a dramatic increase that prompted Nielsen to proclaim that online video is becoming one of the "hottest topics" in online advertising.

Remember we are talking about video clips, where there is a subtle mention of the product: one of the best example of native advertisement and branded video one could ever think of.  So, we better re-evaluate our definition of native – tailored, yes. Customized. And any other definition we might want to use, as long as we assimilate it is not a trend, it’s another tool to boost branding through online video advertising. Do you agree?


Enhanced by Zemanta

Wednesday, August 14, 2013

The French Online Video Market (And Some Other Habits Besides Smoking Charmingly and Being Existential)

The Old World is a New Surprise

Europe is really a surprise when regarding online habits: according to one of the last ComScore reports, published on march 2013, the continent keeps growing in numbers of usage in areas like Smartphone penetration, broadband and consumer digital services like video consumption — part of ComScore’s ongoing Digital Future In Focus series of annual reports covering different geographical markets.  In all, the online audience across the region, covering 18 continues, to creep up and at the end of 2012 was 408.3 million users, with Russia the biggest market at 61.3 million; and mobile users in the “EU5″ — the top-five markets of Germany, France, Italy, Spain and the UK — are now up to 241 million.

What makes it so surprising is that we are talking about different language groups and different cultures of usage. But it makes it very clear what the centers of gravity are in the tech world. One of the main issues about European usage though, as posted in this blog before, is the engagement: although Europe’s 408 million users are impressive, we are not talking most engaged users. Asia Pacific continues to retain its crown as the single-biggest region for online consumers with 637 million users — a natural consequence, perhaps, of the fact that it also has the biggest population. On the other hand, when it comes to usage, although North America is not the biggest in terms of the online population — its online consumers are now at 215 million, or 16% of the world’s online population, compared to 66% in 1996 — its audience remains the most digital-friendly, with the average consumer spending 42.8 hours per month online. The fact that it’s a more mature and more receptive market are the main reasons why consumers in countries like the U.S. continue to be disproportionately influential.

The French Charm

But coming back to the old world, we should keep our eyes wide open: specially to the “EU5” – the top-five countries already mentioned. As we already have talked about Germany, let’s now move to the second and equally promising one: France. Recent data show that the French market will dominate European online video revenues, as we can see a growth of over 45% only in 2012 according to market researcher's GfK and NPA. The French growth in online video was driven by Smartphones, tablets and connected TVs, while the PC lost ground. Regarding online video advertising, stats are also very optimistic. The first quarter of 2013 was enough to see a clear raise, driven basically for two main reasons: the exploding growth of the online video ad format and the rise of the RTB buying model.

What is so great and differentiates France from the rest of Europe are its online habits. Besides being charming, French people have their own way of consuming digital information (actually French people have their own of doing everything else). French are content-oriented; French are patriots (still); French like to share; French like comfort. Translating all this information: in online video, YouTube continues to be the leader by a very wide margin in Europe, with minutes per viewer in seven markets — Germany, France, Italy, Spain, Russia, Turkey, UK — in the multiple hundreds, compared to double-digits for other providers (Turkey is an exception, where Facebook.com is making slightly more headway). Immediately behind it comes the local based site Dailymotion, what solves the question of patriotism and content. By the way, the only market where Dailymotion makes a showing is in its home country of France.

Both mobile and tablet video views spike early in the morning, as people prepare for their day and commute to work. Desktop video viewing rises during working hours. People watch more online video on tablets and phones as the day gets later. Put on top of all these factors a dramatic change in the regulations in the past five years, that helped to boost the consumption of video online in general in the whole European territory, but specifically in the UK and France, helping to create a very competitive and growing market.

Taking all this information and adding the undeniable French charm, we can say we have a market ready to be explored in the full sense of the word: the content-driven audience that will dictate the next trends of online video advertising, the local approach that will allow big corporations to actuate according to the target they aim, the sharing mentality that will promote the social video to higher levels and the numbers that always speak by themselves. Voila!


Enhanced by Zemanta

Monday, August 12, 2013

I Brand, You Tube, He Channels, We Buy…

The term “branding” is a popular term in the marketing, advertising, and public relations industries. People usually talk about “brand equity” and “brand awareness” as if branding is something measurable.  However, the main definition of brading, or in this case “brand”, is a lot more subtle. According to the Wikipedia:

Brand is the "name, term, design, symbol, or any other feature that identifies one sellers' product distinct from those of other sellers”.  Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising.

Trying to mix the concept of “brand” and “branding” altogether , we could try to say that branding is whether or not people can recall a business name or how consumers can actually think about a business and if they remember it.
Therefore, “branding” encompasses every aspect of a business/ service. Everything – from the signs on a company’s vehicle to the advertising catch phrases to each and every individual customer interaction – falls under “branding” in one way or another.

If this concept was well established in the offline world, it's just got a totally different meaning when it moved to the online universe – as everything else, as we’ve seen in all the past posts here in this blog and in many others from the online video industry. Regarding online videos, it’s not any different: we are talking about moving image and the most engaging tool of the advertising digital world. Only expected that branding changed completely online, acquiring even more power than it had offline. What started as a natural migration from the big corporations, simply taking a previously-filmed television commercial and placing it online moved slowly in a more refined way of making advertising online. In a first moment there was the creation of special video technology companies, then specific ad formats for the web were developed, and in the past months the fusion of the big corporations with online video platforms, as we can see the recent purchases of YuMe, Tremor and AdaptTV.

My Private TV

And now, Online video advertising has reached another level of maturity with something that is not new but that recently has shown another kind of importance: branded channels. Some experts even dare to say that brand-owned online video channels will be the future of online marketing.  One of the great advantages of this specific media is the way these new channels give brands the power to empower high-quality content that is aligned with their brand, relevant to their customers, and available to everybody on demand through the Internet. For brands that are used to pay insanely high budgets to media owners to get good exposure between TV shows, having their own 24/7 video channel is an the closest idea of branding paradise they could ever dream of. 

But why is it that online video advertising maximizes branding features to its maximum? The obvious answer would be because the internet itself has exclusive features that allow it, not found in any other media. From all the wide range of benefits, there are three that excel themselves:

1. Video helps a brand to stand out from the crowd: Despite the popularity of video sharing sites, very few businesses are marketing with online video – especially small businesses. Creating an online video is a great way to stand out from the competitors. Stand out and become memorable. Simple as it is. 

2. Video is inherently memorable: While the mere presence of video is enough to make a brand stand out, it’s important to remember that consumers are inundated with marketing messages. One can print his company catch phrase in bold blue letters on his web page, but there is a much better chance of being remembered if this catch phrase is heard by someone speaking  it. Video is more memorable than words and pictures because that’s how the human brain is wired.

3. Video can impress:  What’s more impressive – a story about mixing Mentos and Coke or a video where : you actually get to see what happens?

To-do List

Besides the obvious, there are those inherently digital:
(Source: http://www.reelseo.com/11-ways-brands-online-video-grow-business/#ixzz2blHIoaKR )

1. Repurposed Television Commercial – we already talked about it: since the ad is already produced, replacing it on the net is just a way of getting more visibility to the brand with almost zero cost. Every view  is worth and the power of the brand is just maximized. 

2. Viral Video - A logical follow-up to the first example is the web-intended viral video--an ad or other video created solely for the purpose of getting views online, often through word-of-mouth. We see it all the time, and lately there is the trendy definition of “social idea” . Costs more, yes. But more and more brands are figuring out ways to avoid breaking the budget when creating web-original videos.

3. Branded Web Series -  When a company eschews traditional advertising techniques (and even traditional viral video techniques) to create original Webisodes. Then, through product placement or overt plot points, the brand's messaging is conveyed to the audience.

4. Product Placement -  It involves placing a brand's logo or product prominent in the popular entertainment videos of others.  Rather than creating video from scratch, it's like hopping on the bandwagon of another popular entity by associating your brand with it.

5. Demonstration/Product Videos - A lot of online retailers are finding success with product demonstration videos, which have been shown to increase conversions. Once you've got the customer on your website, viral marketing ceases to be important... what you need at that point is to make the sale. Product demonstration videos can do that in ways mere text never could. Visual evidence of a properly functioning product puts consumers at ease and helps settle their internal debate about whether or not to buy.

6. Testimonials - No one is a better cheerleader for your business than customers who are happy. The happiest among them will often be willing to help you spread the word by recording video testimonials. Text testimonials are great, but they're just text... they could have been written by anyone. With video, the average consumer can usually spot the difference between a paid actor and a real customer... and the real customer's first-hand experience with your company carries more weight than you might think.

7. Fan Videos & Mentions - For the rabid fans of particular brands, testimonials aren't enough. These super fans go one step further, creating videos about or mentioning the brand they love. This is free publicity for the company, earned simply by going above and beyond in meeting that customer's needs.

8. Video Display Ads - Many companies prefer to create short video ads that run as display ads on popular websites. It's a more reliable way to ensure viewers--since a viral video attempt has no assurance of getting views, but top publishing sites can usually promise certain pageview numbers.

9. Non-Video Ads Placed On Video Pages - Sometimes you can leverage video to your advantage by non-video means. Specifically, you can place an ad on a video network, like Adsense on YouTube videos. Brands can also place a static display ad on a page that carries the video, sometimes to the point of sponsoring the entire page. There are very affordable ad networks that even small businesses can use to get their message in front of a larger audience.

10. Special Messages - Sometimes a piece of news or a current events warrant special messages from brands. A good example is the apology video from BLANK airlines. They'd screwed up some flights, and felt that the best way to begin building back the customers' trust was to admit a mistake and apologize... which they did through online video. The presidents of Alaska Airlines and Horizon Air got together for an "I'm sorry" video just this March, when a computer problem created havoc with their flight schedule:

11. Contests - A popular and very inexpensive technique for using video is to sponsor a contest. Ask your customers to create videos for you, with the best one winning a prize. The end result, even if there are only a few entries, is free publicity for your brand or business -- every set of eyes that the submitted videos find is the one you basically didn't have to pay for.

12. Internal Communications/Business Processes - As IBM and Microsoft have shown us recently, many companies have begun replacing traditional office tasks with video. It's fast, easily distributed, and provides better context than text alone can. 

And this list can keep growing, as the possibilities are infinite.  Have I missed something so far? What are your opinions regarding branding and online video? I would love to hear it! 


Enhanced by Zemanta