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.
