As Thanksgiving approaches, we’ll be enjoying food and conversations. I thought I’d leave you with a little brain food to digest over the weekend. It’s more food for thought from the iab MIXX conference. This post visits the growth of digital video advertising (and what the content is), trust levels of consumers (by medium), types of video ads and the metrics to measure the results.
Factors that indicate the future boom of online video ad spending.
Broadband now reaches ‘critical mass’
People used to click on ads all the time – why? Because they were new.
Network TV Viewers/Video Streamers likely to forward ads:
2006 – 26%
2009 – 17%
One interesting tidbit – as of now, nearly all video time is TV time. (This surprised me, due to the popularity of YouTube)
As % of total US video viewing time (as of 2nd quarter 09) 98.5% TV viewing, 1% Internet Videos (i.e. YouTube)
In 2013 it is projected that 16% of online video time will be internet videos.
Video ads have low trust levels, as of now. Advertising Trust Levels by Medium, of North Americans. By eMarketer. Now that’s not to say that this shouldn’t be a part of your mix – it’s just a newer medium, but if your content and brand can show that they are credible and trustworthy, and you place ad content on sites that are also credible, you should have success.
Opt-In Emails 67%
Newspaper Ads 66%
Brand Spons. 62%
Magazine Ads 62%
TV 61%
Radio 61%
Cinema 53%
Outdoor 53%
Paid Search 37%
Online Video 33%
Online Banners 24%
Mobile Text 18%
Four Types of Video Ads (different options for different creatives). Your team at L&S will help you to determine which works best for you.
Pre-Roll, Mid-Roll, Post-Roll
Overlays (at the bottom, not interrupting the video)
Skins
In Page Banners
Metrics (don’t gauge all success by Click Through Rate)
Delivery (did it get delivered?)
Impressions, or Streams
Audience Composition (who?)
Consumption
Interaction
Action
Purchase
Brand Metrics (awareness, intent)
Video Performance Factors (Why it worked, or why it didn’t)
Creative
Delivery
Experience
Not all videos are created equal; most are commercials moved to the web. It is much better if it is created for the web.
Sanford Children’s Hospital partnership with the Great Plains Zoo was featured on ABC Nightly News with Brian Williams last week. What an awesome program for kids staying in the Castle of Care!
In September I had the opportunity to attend the Interactive Advertising Bureau’s annual MIXX conference. I had the chance to attend idea-stimulating workshops, listen to speakers from a variety of companies, and learn about new trends in the digital industry. In the next few weeks, I’ll be posting excerts from my notes.
The Consumer Revolution
Yahoo! did a survey and found that 77% of those surveyed wanted to find an ad again, but they couldn’t find it. The people surveyed wanted to save it, store it, share it. There is a large expectation gap of what online provides and what users want it to do. Stay focused on the consumer.
The web – massive in scale, but individual areas for all the niches, like interest groups the web brings those communities together.
The web – not daunting but it needs simplification.
It is about LIFE, not online, or offline, all the time.
It’s a mesh of:
My World The World
Friends Knowledge
Family Information
Values News
Interests Entertainment
Locale Editorial
Combine the two to give more of what they want and less of what they don’t. Figure out what matters most.
Lawrence & Schiller had the great opportunity recently to be involved in announcing the merger of Sanford Health & MeritCare. In collaboration with the creative teams at Sanford & MeritCare, we produced the Stronger Together campaign including television, outdoor & online ads, launched Monday, November 2. This powerful new partnership will provide better patient care with over 800 physicians and expanded services, as well as advancements in medical research and education. Congratulations to Sanford Health & MeritCare on this monumental occasion!
Twitter has lists, and, now, so does @TheExtraMile. You can view and follow our new list, called “Team”, at @TheExtraMile/Team.
If you’re new to Twitter lists (and pretty much everyone is), the concept is pretty simple. Lists allow Twitter users to group a bunch of twitterers together so that viewing their updates is easier. Want to view L&S twitterers and no one else? There’s a list for that.
It is not often that we get feedback from consumers on the effect our advertising has on them. And even less frequent that we get positive feedback.
We had the privilege of receiving a letter from a Midwest Living magazine subscriber regarding the ads placed in the publication for South Dakota Tourism this year. It read:
“May I share with you how much I have enjoyed Midwest Living’s South Dakota tourism ads? I have framed each one and have hung them on my knotty pine walls in my northern Wisconsin cottage. How serene! Will there be more? Thank you!”
Marilyn P from Wisconsin
Additionally, she attached a Polaroid shot of the six ads she had clipped and framed for her home.
Kudos to the team for developing such powerful copy and imagery to evoke strong emotion; strong enough to move the magazine reader to cut out, frame, and hang them in her home. More powerfully, to move her to write a letter (not send an email) to the publication asking them for more.
