Nearly three-quarters of media executives say they make use of “owned media channels”
Can brand video content stand alone online? High-level US media agency executives seem to think so, according to a December survey of them by native advertising platform Sharethrough.
While pre-roll or in-stream advertising were the most popular ways to deliver online video to consumers—92.4% of media executives surveyed said they used it—there is clearly appetite for less interruptive online video advertising as well. Nearly three-quarters said they had distributed brand videos through owned media channels such as a brand website or social media account. And just under half had worked with native advertising, in which online brand videos are treated as standalone content in partnership with a publisher site (e.g., a sponsored story on Facebook or a sponsored post on a website).
Media agencies are holding native video campaigns to similar standards as those for other kinds of campaigns, which suggests that native video could comprise a core part of the marketing mix. Among the most common primary key performance indicators: brand lift, sharing and cost efficiency. Just like video bloggers and other would-be online stars, 13.6% of executives said they monitored YouTube video view counts as well.
The consensus on objectives for online video campaigns of all kinds (including pre-roll, owned channels, native advertising, etc.) was that awareness is key—94.6% of respondents were looking to achieve that end. After that came branding (67%) and brand affinity and advocacy (45.5%).
Given that “sharing” was the No. 2 key performance indicator for native video specifically, that seems to be a particularly important role native video is playing in the online video marketing mix.
Global media communications agency Havas Media is developing, in partnership with top innovative companies and industry specialists, a video series exploring nine burgeoning global media trends that show how marketers are connecting with consumers in new and more meaningful ways. Trend areas include progressive screens, social shopping, cashless commerce, augmented learning and life tracking. Videos will be launched regularly throughout the year, as they are most relevant to marketers.
The first video launched (http://www.youtube.com/watch?v=lioK64vMH3E&feature=plcp) discusses progressive screens (multiscreens) with partners MLB.com and Shazam. The idea behind progressive screens is that, with screens everywhere, the potential for more personalized, integrated experiences between brands and consumers is advancing tremendously. Progressive screens offer opportunities to enhance user experiences, versus interrupting, and enable consumers to “progressively” achieve their tasks or goals.
According to Google’s recent multiscreen study, 90% of all media interactions in the U.S. are screen-based, with an average of three different screen combinations per day. Emailing, internet browsing and searching, social networking, gaming and watching videos are the top activities performed during simultaneous screen usage. More than two-thirds of people start shopping on one device and then continue on another. The implication of these findings is that there is a significant opportunity for marketers on multi, or progressive, screens.
Said Rori DuBoff, SVP, Director Global Strategy, Havas Media, “With progressive screens you can enrich and extend the user experience across different devices. But marketers need to consider the context the consumer is in and ensure that content is complementary and not duplicative.”
“As screens and technology advance, it’s critical that we guide our clients through all of the changes and create much deeper and richer experiences between brands and consumers across many screens,” said Adam Kasper, EVP, Digital Investments, Havas Media.
About Havas Media
Havas Media is the global media network of Havas. Havas Media represents one of the world’s fastest growing media networks and its agencies have grown from 10 markets in 1999 to 122 markets in 2011. Havas Media services its clients through a portfolio of specialist global networks and agencies. The group is organized to maximize local market dynamics while leveraging the extensive global insight and strategic support within Havas Media.
The range of companies within Havas Media include: MPG (Havas Media’s global media network), Arena Media (Havas Media’s network for tailor-made communication services), Havas Digital (Havas Media’s global interactive network) and Havas Sports & Entertainment (Havas Media’s global sports and entertainment communication network).
Further information can be found at www.havasmedia.com or follow us on twitter at @HavasMedia.
Posté par Mathias Riquier le 06.07.11 à 16:25 | tags : inventions, iphoneOui, c’est bien dans ce sens là et pas l’inverse, ce qui justifie bien qu’on en parle ici et pas chez les collègues du de la rubrique ciné. Vous avez un iPhone ?
Vous êtes un amateur de scènes cultes ? Vous voyagez beaucoup ? Il y a une application pour vous (forcément).”Il y aura” serait plus approprié, le développement du projet n’étant qu’à la phase préliminaire, et on ne sait au final pas vraiment si il y aura effectivement un résultat fonctionnel. Mais le principe est dément : fusionner le concept de réalité augmentée, façon Layar, à une banque de scènes de cinéma qui se déroulent dans des lieux publics.
Du coup, l’idée serait de se balader avec votre smartphone, de repérer un point précis autour de vous grâce à cette application, et une fois rendu, une lecture de scène se lancerait automatiquement. À vous de suivre le mouvement de caméra pour vous croire en plein milieu de Coup de foudre à Notting Hill.
The Modern Media Agency Series is supported by IDG. With the explosion of mobile devices, advertising dollars will begin to shift to mobile for tech marketers this year. IDG Global Solutions President Matt Yorke explains why these trends should not be ignored.
In the not-so-distant past, media agencies spent a client’s marketing dollars on a standard set of carefully planned options — print newspapers and magazines, radio and television. How quaint. In 2011, TV still reigns at the top of advertising budgets, but online media is on the rise, and it’s transforming the way media agencies plan and measure campaigns. Jump-started by the economic downturn and propelled by changing consumer habits, Internet advertising and social media have captured a growing share of the market and a disproportionate share of the industry buzz and innovation.
Gone, too, are the days when simply having a corporate Twitter account or Facebook page was an accomplishment in itself. Agencies are finding innovative ways to integrate traditional media with social media and mobile to create networks of brand “touchpoints” for consumers.
Mobile is in. Metrics are in. Recession cutbacks are out. The perennial difficulty of measuring the effectiveness of marketing is not gone, but it has evolved. With constant instantaneous feedback pouring in from across the web, the biggest problem is knowing how to analyze the deluge of data — and turn it into action.