Mobile Advertising, Online Marketing, Video Marketing

Building Your Video Marketing Strategy

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During the past few years, video has become a widespread sensation in the world of online marketing. Big players in the industry have begun realizing that video plays a very significant role in any content marketing strategy. Users are easily drawn to video content, and brands that incorporate it efficiently get to deliver their message in a powerful and highly engaging way. It is therefore not surprising when over 85% of surveyed companies report that the effectiveness of their video marketing strategy has increased.

At the same time, about 50% of companies say that the greatest obstacle standing in their way, whenever dealing with digital video content, is lack of an overall effective strategy. This means that even though video has been acknowledged as important, and is being widely used in campaigns, there is still plenty of room for improvement. We all know as a fact that there is always room for improvement, not only in video, but in all fields of digital marketing. The dynamic world of online never stops evolving and reinventing itself as a whole. So, why now? What’s the rush with video marketing? Well, to put things simply, it’s a brave new world out there for digital video content – and you don’t want to be left behind.

In 2014, there were about 196 million digital video viewers in the U.S. only, and the forecast for the remainder of 2015 is about 204 million. According to predictions, in 2017, the number will be approximately 215 million, and video will dominate nearly 70% of all internet traffic. The time spent by adults on watching digital video is also on the rise, and has stepped up from 21 minutes in 2011 to one hour and 16 minutes in 2015. At the same time, there has been a rather steady decrease in the time spent on watching traditional TV. These trends are not surprising at all, as with all content going more and more digital, viewers are shifting to the comfort zone of watching their favorite shows through connected TV devices. Riding the digital video marketing wave is therefore becoming more relevant than ever, and companies that wish to ride it should get their act together ASAP.

Here are some points to consider when building your video marketing strategy. Hopefully some of these will help you overcome a few obstacles in your path:

Ask the right questions and think ahead:

With all the hype around digital video content, it is rather easy to run around in circles and add video to your campaign “just because everyone else is doing it”. The intention is obviously good, but this could actually lead to undesired results, such as investing time and resources in preparing videos without actually making a real impact. Video content, like all other types of content, must be relevant, and must be thrown into the mix wisely.

According to Gil Eckhaus, Senior Video Business Developer at MMG, before doing anything else, you should ask yourself the right questions: Why would you like to throw video content into your brand’s marketing mix? What goals do you wish to achieve with such type of content: Is it driving brand awareness? Generating more leads? Or maybe just increasing engagement and shareability?

Next, decide what type of video content you would like to produce (practical, educational, entertaining, etc.) and for whom it is intended. The deeper you go in terms of specific segmentation and demographics, the better. Think further in that direction: Who will actually create this content? How will it come across, and via what channel (YouTube, website, social media, etc.)? Dedicate thought to these, document your answers, and let them be your guideline along the way.

Personalizing = Winning

As previously mentioned, video is no different in many ways than many other forms of content. The more specific you are, the more effective you become. Create a map of all the video content you would like to create and all the types and segments of users you would like to reach. If you have already mapped and characterized the different types of users your brand has for textual content purposes, you can use it as a base for your video content mapping. It is highly likely that the types will be similar, and will have the same interests and browsing habits –  whether the content is delivered to them via article, text banner or video. With the latter type, however, the impact of high-quality and relevant content might be much stronger. Many users will prefer watching 40 seconds of interesting video content rather than reading an article on an equally interesting topic. Keep this in mind, stay focused and know your target audience types. Aim to give each and every type a worthwhile video content experience that will be engaging, rewarding and eventually move them to the next stage of the funnel.

Keeping It Short and To The Point

In today’s day and age, the attention spans of users are short, and are getting increasingly shorter with all the text ads, photos, banners, and other bits of content buzzing around. This means that today, more than ever, you need to keep the users mesmerized and fully attentive to your content. I.e., you must keep your videos short and to the point, especially in the beginning. At later stages, once your video library is up and running, and after you’ve developed a sense for video, you will start seeing where there is demand for longer bits of video content. Keep in mind that as far as videos go, in many cases it is up to the users themselves whether to consume them or not. Banners and photos, on the other hand, are displayed right away. Users do not need to hit the play button to view them. Therefore, one of your prime goals should be making your audience hit the play button and watch the video. According to researches, users are most likely to view videos that are less than one minute. Videos that are longer than two minutes have been found as least likely to cause users to view them. In order to make sure your video content belongs to the first category, not only does it need to be engaging and welcoming, but also short and clear.

Measure Your Performance

Measurement is an integral part of the performance game, and will be a main indicator for whether the content you come up with is indeed relevant and meets your goals.Make sure you use your measurement system to collect relevant and important data, beyond mere numbers of views. Look into viewability, completion rates, and GEO’s, examine how users watch your videos and how they engage with them. This data will actually help you know whether your videos are working, and whether you are are on the right track or way off. In case of the latter, you will be able to translate the data into insights and optimize accordingly. It is important to keep your finger on the pulse and be able to respond and making changes whenever needed. You can take measurement even one step forward, and track the numbers all the way down to a single individual user. A user who has fully viewed several videos throughout a certain week, for example, will be regarded differently than a user who repeatedly skips videos after a few seconds.

Mars Media Group engages in a range of worldwide video marketing campaigns, providing various holistic, multi-channel distribution solutions. We leverage vast global reach and technological capabilities to assist agencies, advertisers and publishers alike. If you would like to hear more about the video advertising solutions our experts can offer you, drop us a line at info@m-m-g.com

Mobile Advertising, Online Marketing, Performance Marketing, Video Marketing

Real Time Bidding

There is no doubt that real-time bidding has significantly changed the face of online advertising. However, there may still be some confusion regarding what it actually is. To make sure we are all on the same page, let’s break it down:

 

So what exactly is RTB?

Real-time bidding refers to the buying and selling of online ad impressions through real-time auctions that take place during a webpage’s loading time. These auctions are often facilitated by ad exchanges or supply-side platforms.

How does RTB work?

The process is rather simple: As an ad impression is served in a user’s browser, the ad exchange receives information about the page on which the ad is to appear and the user viewing it. The exchange then auctions it off to the advertiser who is willing to pay the highest price for it, and the winning bidder’s ad is then instantly loaded into the webpage. Advertisers typically use demand-side platforms to help them decide which ad impressions to purchase and how much to bid on them. The decision is based on various factors, such as the sites they appear on and the previous behavior of the users loading them. For example, ASOS might recognize that a user has previously visited their site looking at a specific dress. It may therefore be prepared to pay more than Amazon or Best Buy to serve ads to that user. The price of impressions is determined in real time based on what buyers are willing to pay, hence the name “real-time bidding.”

Why Is RTB Important?

Before RTB was introduced, advertisers used websites as a proxy for their ads. If they wanted to reach gamers, for example, they would buy ads on a gaming-related site. Now, since real-time bidding has emerged, they can target their ads to specific users instead, as mentioned in the above example.

Why is real-time bidding good for advertisers?

In one word: Efficiency. With RTB, ad buyers no longer need to work directly with publishers or ad networks to negotiate ad prices and to traffic ads. Using exchanges and other ad technology, they can access a huge range of inventory across a wide range of sites and carefully select only the impressions they find most valuable. Not only does that reduce the number of impressions wasted on the wrong users, but it also minimizes the need for costly and sometimes unreliable human ad buyers.

Is RTB also good for publishers?

Some major publishers regard RTB with caution, as they feel it enables advertisers to pay them less for their inventory. However, as time goes by, they are increasingly becoming more comfortable with it, as exchanges and supply-side platforms enable them to control the minimum prices at which their inventory is sold, often called price floors. This enables publishers to open their ads up to an auction, and at the same time set a reserve price that must be met in order for a transaction to take place. As a result, costs are often cheaper than some traditional advertising forms, such as Google AdWords. All of these make RTB a win-win situation for everyone.

As a technology-driven company that offers real time bidding solutions, we know that this form of marketing keeps on growing as marketers are becoming more and more familiar with it.

If you would like to have that upper hand and ride the RTB wave, simply e-mail us. Our experts will be pleased to assist you, utilizing our practical knowledge and state-of-the-art technology to make sure you are on top of the real time bidding game. Contact us at info@mmg.com.

 

Online Marketing, Video Marketing

Veni, Vidi, Video Advertising

Video Advertising has begun somewhere in the early 2000’s, and was popular pretty much from the start. Around the year 2005, as YouTube established itself as the leading video-sharing website, the popularity of Video Advertising reached a new level. Since then, it grew even more rapidly, and in late 2006 it reached a certain milestone, with YouTube being purchased by Google. It has since grown to become one of the most popular advertising mediums, and is regarded as a unique and independent advertising means. Marketers have learned to set a designated budget for video advertising, as part of their online display campaign – contrary to the past, in which it was a small sub-set of the TV advertising budget. Realizing the potential and wanting to remain on top of the game, advertisers choose to allocate more and more funds – even within the online advertising budget itself – from traditional banner ads and other display mediums, to proper video advertising.

There are several advertising formats available to the online video advertiser:

  • Display ads (banners): These run across all areas of the site except the Homepage. Most commonly, they are available as a 300×250 ad that appears to the right of the feature video and above the video suggestions list.

  • Overlay in-video ads: These are transparent overlay ads that appear on the lower portion of your video.

  • TrueView ads, which mostly consist of three formats:

    • In-Stream (Pre-Roll): These appear before the content a user wishes to view. They may be skipped after five seconds. You only pay for this ad format if a user watches the whole video, or 30 seconds of the ad, whichever comes first.

    • In-Display: This offers your ad as an opt-in format, showing your ad thumbnail and some ad text either as an overlay on other videos, on the YouTube sidebar, or as an ad on Display Network partner sites other than YouTube. With this format you pay only if a user chooses to click your ad.

    • In-Search ads: These appear as a result of a search performed on YouTube. The payment is only made if an ad is clicked by the user.

  • Non-skippable in-stream ads (Pre-Roll): Video ads that can be inserted before or during the main video and must be watched before the viewer can continue watching the content selected. These ads can also be placed after the conclusion of a video, in the post-roll slot.

According to eMarketer, “Virtuous circle of content and technology adoption make video ads by far the fastest-rising category of online spending”.

The compound annual growth rate in the US market in the past five years is 38%, soaring from $2.16 billion in 2011 to $7.11 billion in 2015.

In a similar manner, video advertising in the UK is expected to be in the forefront, growing by a compound annual rate of 65% over five years. According to eMarketer’s predictions, by the year 2015, UK video online ad spending will reach $850 million, compared to $150 million in 2011. From a top-scale perspective of online advertising as a whole, video is expected to grow to 8.2% in 2015 from 2.1% in 2011. These figures aren’t very surprising, as more and more users spend lots of time online, both on mobile/tablet devices and on computers. Viewing video content, especially YouTube-based, is among the most popular online activities. The added value of the emotional draw users have to video content, similar to their draw to TV, makes video advertising even more efficient.

For example, video provider Eyeview and travel site KAYAK say that personalized video ads can have positive brand-boosting effects for advertisers.
In order to put this to test, Eyeview split respondents into two groups. The first group was shown a generic KAYAK ad; the second a more personalized, localized ad featuring real-time flight deals for their local airport.
“The study found online video ad personalization and relevancy resulted in a 37% lift in reported purchase intent, a 100% lift in brand favorability and 73% lift in brand loyalty. Clearly, personalization can increase the ability to remember and relate to online video ads, ultimately creating a more powerful branding effect… Respondents were generally receptive to the personalized video ads. When asked to rate their perception of the personalized video ad on a Likert Scale, 66% felt positively about the ads while only 12% had negative sentiment about ad relevancy. Twenty-two percent were neutral.”

In summary, it is therefore fair to establish that digital video advertising, if used right, can provide brands with a dynamic way to engage their online audience and establish a brand presence.

Affiliate Marketing, Email Marketing, In-Game Advertising, Mobile Advertising, Online Marketing, Performance Marketing, Social Marketing, Video Marketing

Engagement – Not just a hollow commitment

In today’s online market, the biggest problem websites face is keeping their users interested and loyal. In the online advertising world, we refer to this problem as Engagement.
A lot of people don’t know that there are many easy and simple ways that they can keep their users engaged, and by doing so, increase their websites income and exposure.
In this first article of a series we will elaborate on just a few of the ways you can engage your users.
When you want to engage your users you need to ask yourself one very important question: “What do they want?”
In order to keep your users engaged and loyal to your brand you need to supply them that certain something they are looking for and in the best case scenario, what they can’t get anywhere else.
In today’s market, people are mostly looking for the social utilities- a way to let the whole world know what they are doing, what they are thinking and share any little piece of information- relevant or not.
A website that wants to stay in touch with his users must supply them with the social tools and let them express themselves in a creative matter.
One of the most popular tools for social engagement is the Toolbar. We will split the toolbar tool into 2 different but equally important tools: The downloadable toolbar and the online toolbar.
The downloadable toolbar is very popular and you can find many websites that offers users to download the toolbar for free. After they download it they can add apps, links and tools to the toolbar and make it more accessible for them. Great, but where is the engagement part? Well, you need to remember that the toolbar comes fully branded and with several built in links and tools that allows the website to connect with the users via live updates, pop ups and many more. The bonus part is of course the profitable side of the toolbar. The website earns from the ads and searches users see and performs in the toolbar. Not only do you get a great way to stay connected with your users, you also get an amazing monetizing tool.
The second one is what we call a WebToolbar and is a toolbar that sits in the website and doesn’t need downloading. This toolbar supplies users with an immediate way to act socially and let anybody know what they are thinking. You can find on this toolbar the most common social tools like Facebook, Twitter and more. This tool lets you enjoy real time engagement from your users.

Affiliate Marketing, In-Game Advertising, Mobile Advertising, Online Marketing, Video Marketing

Is viral video really a good advertising method?

Whether it’s on Facebook or via e-mail, people today enjoy sharing everything with their friends and even total strangers.
A picture, a song or a video- everything today is quick and on the air. Advertisers have realized the power of social engagement and many campaigns are designed to go on-line only.

We see many companies today choosing to advertise their product on-line rather than the classic T.V. method.
One of the most popular campaigns is that of Old Spice. The famous “Look at your man, now back to me” ads were very popular and ran mostly on-line. The Old Spice YouTube channel had more than 11 million views and over 160,000 subscribers. Those are really huge numbers that regular T.V advertising just cannot compete with.

Unlike classic video ads, on-line video ads allow advertisers to engage their customers with many simple tools like links, likes, surveys and more. Advertisers get immediate response on their campaigns and can revise their ads accordingly.

Today, when subscribers data is the most important piece of information you need, on-line video advertising is a must have platform for any advertiser.