Advertisers Deploy, Optimize Video Content – eMarketer

Advertisers Deploy, Optimize Video Content – eMarketer.

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.

Read more at http://www.emarketer.com/Article/Advertisers-Deploy-Optimize-Video-Content/1009651#MoDJB44afH6m4bM6.99

Twitter unveils Vine, its six-second Instagram for video | Internet & Media – CNET News

Twitter unveils Vine, its six-second Instagram for video | Internet & Media – CNET News.

Twitter today unveiled Vine, an app for iPhone and iPod Touch that lets anyone create and share short looping videos.

Twitter acquired Vine last fall, but anyone can use Vine regardless of whether they use Twitter. However, the service is clearly meant to be embedded anywhere, and there are plenty of examples of the videos being embedded in tweets. The service (see an example below) is being referred to by many as Twitter’s “Instagram for video.”

Vine videos are limited to a maximum of 6 seconds, and play in a continuous loop. They are shot using the Vine app, and users can choose to have sound on or off, as can anyone who encounters a Vine video in a tweet or blog post. In a blog post, Vine co-founder and general manager Dom Hofmann wrote that, “Posts on Vine are about abbreviation — the shortened form of something larger. They’re little windows into the people, settings, ideas and objects that make up your life. They’re quirky, and we think that’s part of what makes them so special.”

The 6-second limitation on Vine posts appears to be Twitter’s new atomic unit for video. A Twitter spokesperson said, “The team tested various video lengths, ranging from about 4 seconds to 10 seconds, as they were building Vine. They found that 6 seconds was the ideal length, from both the production and consumption side.”

Twitter, of course, has a long history of determining specific, short-lengths of content. The 140-character limit of a tweet was based on limitations of text messages, but in the years since Twitter’s launch, the company has added a large amount of other content to tweets, including photos, video, article summaries, and more, making the 140-character limit — and the new 6-second limit of Vine videos — seem somewhat arbitrary.

Although Twitter officially unveiled the service today, CEO Dick Costolo teased it yesterdaywhen he posted a tweet with an embedded Vine video. What wasn’t clear yesterday, however, was whether Vine was going to become Twitter’s own hosted video service or if — as turned out to be the case — it would be a standalone service that works in conjunction with Twitter, but doesn’t depend on it.

There are, of course, other embeddable short video services. One is Tout, a service that calls itself a “Twitter for video” and which lets people shoot videos of up to 15 seconds and then embed them in tweets, Facebook posts, blogs, or elsewhere. (You can also view them directly on the Web.) But Twitter seems to have decided that Vine was a service worth buying, despite the fact that it will allow it to exist independently.

Although Vine was released today for iPhone and iPod Touch, Twitter said that versions will be coming eventually for “other platforms,” though it did not specify whether that included multiple platforms or just Android.

Top 5 Social Video Trends Of 2012 | Unruly Media

Top 5 Social Video Trends Of 2012 | Unruly Media.

It has been a momentous year for social video advertising. The last 12 months have seen the hottest trend in digital advertising reach heights usually reserved for Austrian space-jumpers.

The type of videos people share is a powerful indicator of global sentiment, and in 2012 emotions certainly ran high, as viewers swept aside their cynicism to be moved to tears by P&G, inspired by human endeavour and outraged by atrocities in Africa.

But how has social video advertising changed in 2012? Well, using data collected by the Unruly Viral Video Chart, here are some of the significant trends:

1. Shares in Video Ads Increased By 67%

Advertising has changed from a 30-second slot you avoid on TV to a piece of video contentwhich you’re willing to share with your friends online. In 2012, such sharing hit record levels.

The number of shares across the Top 10 ads rose from 16.8 million in 2011 to 28 million in 2012 – an increase of 67% and a signal that media consumption habits are continuing to evolve rapidly.

It’s not surprising, video consumption is rocketing, thanks in part to faster video streaming and a surge in tablet and mobile ownership. According to ComScore, 181 million US internet users watched more than 39 billion online videos in September 2012 alone.

And it’s only going to grow: Cisco estimates that we will consume three trillion Internet video minutes worldwide per month by 2016. That means that the world will watch the equivalent of 833 days of video every single second!

2. 2012 Was ‘A Non-Event’

It was a year of missed opportunities for a lot of advertisers. What’s striking when you look at the top 20 most shared ads of the year is the content that’s NOT in there.

The London Olympics, the European Championships and the US Presidential Elections were three of the biggest events to happen in the last few years – but that’s not where the top 3 hits emerged from. In fact, within the top 20 ads of the year there is only one video each from the Olympics and the Euros, and none from the US election.

Even the Super Bowl – supposedly the ‘biggest advertising event in the world’ – only managed to fill two of the top 20 places. It’s time brands moved away from advertising around the traditional, top-down tent-pole events and focused instead on building organic, bottom-up brand engagement – and superior ROI – in social video advertising. Alternatively, brands should embrace the opportunity which big sponsorship deals offer them and supplement their media investment with social video advertising.

3. Social Video Grew Up

2012 was the year that social video grew up. Rather than chasing the next ‘viral hit’ – the strategic equivalent of throwing a lit match in a darkened room – a lot of advertisers over the last 12 months have stopped crossing their fingers and instead focused on creating content that is optimised for sharing.

With 72 hours of video uploaded to YouTube every minute, there is a lot of competition. However, recent research studies have found there is a formula. Social video success is predictable, measurable and repeatable. Just look at agencies such as Duval Guillaume Modem, who created three of the top 20 most shared ads of 2012.

4. A Change in Consumption Across Devices

Across the campaigns that Unruly runs for top brands and their agencies, we’ve seen more videos watched and shared across mobile and tablet devices than ever before due to the rise in smartphone ownership and high speed mobile broadband.

Hardly surprising when you consider by the end of 2012 there will be a staggering 1 billionsmartphone users and 5 billion mobile users. In fact, in the next three years, more consumers will be accessing the web through mobiles than through PCs, while tablet sales are expected to surpass PC sales within 2-3 years.

However, media adspend still significantly lags consumer behaviour. In the US alone, consumers watched 39 billion online content videos in September. But US advertisers only spend 3% of media budget on video advertising.

5. Measurement Became Key

More and more of our customers are asking for measurement. From analysing content before it is launched to gathering post-viewing behaviour, the social video measurement stick really kicked in this year.

That’s not surprising when you consider that our research – in conjunction with Decipher - reveals that viewer enjoyment increases by 14% when the ad has been shared with them and that purchase intent increases by 97% when the viewer enjoys the content.

VIDEO: The Second Most Important Communication Revolution in History | Social Media Today

VIDEO: The Second Most Important Communication Revolution in History | Social Media Today.

I’d like to step way back and look at the big picture of where we are today. To use a cliché, this isn’t a “30,000-foot view”. Rather it’s more like the view from the moon.

Johannes Gutenberg invention of mechanical movable type printing in about 1439 was the most important communications breakthrough in history. It meant books could be mass produced, rather than painstakingly copied by hand. It meant ordinary people could refer to things in books, like laws, that used to have to be committed to memory.

The printing press created the first communications revolution by freeing people from memorizing information which allowed them to use brainpower to create things instead. At the same time, this first communications revolution (which took many decades) meant that large numbers of people became literate, raising living standards along the way.

The second most important communication revolution in history

556 years later, in 1995, the second most important communications revolution took off. I choose 1995 because it was the year Netscape went public on the success of Netscape Navigator the first popular product to allow people easy Internet connections and Web browsing.

I talk about it in this short clip. My friend Chris Brogan pointed out that I ended the clip abruptly. True. The clip was taken from my new speaking highlight reel. The entire video is about 8 minutes and is here if you want to check it out: Marketing and Leadership Speaker David Meerman Scott.

We’re fortunate to be living in this time in history. We’re actually living through an important revolution.

I figure we’re about half way through this second communications revolution. The first 17 years or so were fast paced and things changed very quickly. Adoption went from a few million people online to billions. But things are still changing, as many organizations aren’t truly communicating in real-time yet.

You are what you publish

The next few decades will see continuation of the revolution. Are you a supporter of the revolution? Or do you support the old regime?

 

RTBs and Ad Networks Riding High for Online Video Advertising

RTBs and Ad Networks Riding High for Online Video Advertising.

In the recent Adap.tv Q4 State of the Industry Survey on Digital Video Advertising they looked at how video advertising is being bought and sold. Since it’s Black Weekend, or whatever the unstoppable retail machine is calling it these days, I thought it would be appropriate to talk about selling stuff.

As always I like to give you some methodology so you have some idea of the scope of the research we’re talking about and so we can analysis, albeit briefly, the validity of the information.

Methodology

A survey of 700 digital marketing and media professionals was conducted in October 2012 on current attitudes and practices regarding digital video advertising. Participants were contacted via email, and asked to take an online survey. Participants were first asked to identify their companies as brands,
agencies, trading desks, publishers, ad networks or DSPs. They then answered a survey of roughly 20 questions regarding their perceptions and practices relating to the buying and selling of digital video advertising.

The results were then compiled, compartmentalized, analyzed and then reported to us. The hard thing to determine is what percentage of the overall industry does 700 digital marketing and media professionals represent? Since we don’t have a valid answer for that we have to simply attach a grain of salt to the reports.

Buy Buy Buy!

So how are those 700 representatives of the industry purchasing inventory for their video advertisements? Compared to last year there have been some drastic changes in exactly that. TV upfronts saw a massive dip this year compared to last as did direct buying. That’s because trading desks nabbed a pretty big piece this year, DSPs saw large-scale growth along with exchanges and ad networks got a good bump as well.

Direct seems to have lost a little steam along with the TV upfronts. Since more advertisers are starting to plan TV and online video campaigns together it’s a pretty telling statistic. It also shows that if you’re employing a full on ad sales force you might be better off having them use some of the automated tools that the trading desk, DSP and exchanges provide.

Earlier this month I talked about Programmatic Buying Key to Integrated TV and Online Video Ad I was also referencing this same report. But what is programmatic buying? Well, that depends on who you are, but a large portion of buyers and almost one-third of sellers think real-time bidding and remnant inventory. Buyers also believe it to be buying a particular “audience” while sellers think less so. Maybe sellers need to start rethinking what programmatic means in order to align their thinking with that of the buyers they’re trying to woo.

Where the Buying Gets Done

So if that’s really the case in terms of programmatic buying then it’s good to know where everyone is turning for their RTB transactions and who is doing it the most. As it turns out, the trading desks are all using real-time bidding while everyone else is far, far behind. Agencies have the second highest adoption rate of RTB and they’re just at 52% with brands a close third at 48%.

Now if we look at the above where we saw what everyone was using to buy video advertising, we can then compare it to where everyone is selling their video inventory and see there’s a slight disconnect.

Publishers are trying to sell more at the TV Upfronts, but the buyers are using them less.

Sales teams have taken a hit which lines up with the lower direct buying and ad networks are the clear winner with both buyers and sellers, which makes me believe that the RTB offerings that major online video ad networks rolled out early this year (and which I thought would be a major trend) have indeed had an impact.

That’s a Wrap

So, if you’re a buyer looking to find inventory, or a seller looking to fill inventory, you need to get on the same page. Ad networks and real-time bidding exchanges are definitely a strong force in the marketplace right now. If you’re not utilizing video ad networks or RTB exchanges, you are probably losing out and that could be why you’ve got 50% fill rate or lower. You’re selling in the wrong place, like ice cream in Antarctica. Sellers need to shift their focus to where the buyers are, and now, with this recent research, you can do that because you have a general idea of where they are looking when they want to buy ad inventory.

Source: RTBs and Ad Networks Riding High for Online Video Advertising http://www.reelseo.com/rtbs-ad-networks-riding-high-online-video-advertising/#ixzz2DsHNLNjc 
©2012 ReelSEO 

Havas Media Progressive Screens: multiscreen experiences with MLB and Shazam

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.

 

You Watch a Lot of Web Video. You Watch Way More TV. – Peter Kafka – Media – AllThingsD

You Watch a Lot of Web Video. You Watch Way More TV. – Peter Kafka – Media – AllThingsD.

JANUARY 6, 2012 AT 9:41 AM PT

It’s possible that you are a cord-cutter or that you know a cord-cutter. Or that you’d like to cut the cord if you could.

But odds are much better that you:

1. Watch a lot of Web video, and
2. Watch a ton of TV.*

We’ve seen similar stats before, but always good to see a reminder. Today’s comes from Nielsen, which has a very cool looking “State of the Media 2011” report full of cool infographics.

This one, alas, is a tad more vertical than I’d like, but I’m a beggar. So here you go. Note that even you youngsters that watch the most video still put in more than 20x time watching TV (that’s real TV, not Netflix on your flatscreen, etc):

This data comes from Q2 of last year, and it’s self-reported, so it’s possible that it will change dramatically over time, and/or that it’s under- or over-counting one or more datapoints. [UPDATE: My mistake. Nielsen tells me the viewing and Internet data comes from their automated meters which track device behavior, not from self-reported surveys.]

But particularly because we’re about to enter a phase where we hear many loud pronouncements about The Future Of TV (more on that soon), keep in mind that The Present Of TV seems to work for lots of people. For some it’s the equivalent of a full-time job.

*And yes, I realize that some of you could be watching a ton of TV without paying for cable, because you’re getting free HD signals over the air. But my hunch is that’s a very small group for now.

More than 200 Billion Online Videos Viewed Globally in October – comScore, Inc

More than 200 Billion Online Videos Viewed Globally in October – comScore, Inc.

YouTube Delivers 2 of Every 5 Videos Viewed Worldwide 
comScore Releases Inaugural Report on Global Online Video Viewing Habits

Reston, VA, December 14, 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released inaugural data on worldwide online video viewing from the comScore Video Metrix service. The report found that nearly 1.2 billion people age 15 and older watched 201.4 billion videos online globally during October 2011. Google Sites, driven by YouTube.com, ranked as the top video destination with nearly 88.3 billion videos viewed on the property worldwide during the month.

“As global broadband connectivity continues to rise, online video viewing has taken off in a big way and has become a fully integrated component of the digital content experience,” said Dan Piech, comScore product manager for video. “With the introduction of comScore’s global measurement of online video viewing, multinational media brands and advertisers can now gain a more comprehensive understanding of how online video reaches audiences around the world.”

Google Sites, Youku and VEVO Lead Global Online Video Rankings 
In October 2011, 201.4 billion videos were viewed online from a home or work location, with the global viewing audience reaching 1.2 billion unique viewers age 15 and older. Google Sites led as the top global video property with nearly 88.3 billion videos viewed on the property during the month, accounting for 43.8 percent of all videos viewed globally. YouTube.com was the key driver of video viewing on Google Sites, accounting for more than 99 percent of videos viewed on the property.

China-based Youku, Inc. was the second largest video property globally with 4.6 billion videos viewed in October (2.3 percent global share), followed by VEVO which accounted for nearly 3.7 billion videos (1.8 percent share). Nearly 2.6 billion videos were watched on Facebook.com during the month (1.3 percent share), followed by Japan-based Dwango Co., Ltd. with 2.5 billion videos viewed (1.2 percent share).

Top 5 Global Video Properties by Total Videos* Viewed (000) October 2011 Total Worldwide – Visitors Age 15+ Home/Work Location** Source: comScore Video Metrix
	Videos  (000)	Share of Videos
Total Internet : Total Audience	201,420,689	100.0%
Google Sites	88,278,970	43.8%
Youku Inc.	4,644,727	2.3%
VEVO	3,697,229	1.8%
Facebook.com	2,590,812	1.3%
Dwango Co., Ltd.	2,458,180	1.2%

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs

Canadians Watch Most Videos, While Turkey has Highest Video Penetration
An analysis of selected online video markets by engagement revealed that viewers in Canada and the U.S. averaged the highest number of videos per viewer in October, at 303 videos and 286 videos, respectively. Viewers in the UK averaged 268 videos per viewer during the month, while viewers in Turkey and Germany both watched an average of 250 videos.

Analysis of selected markets with the highest penetration of online video viewing revealed that 93.6 percent of Internet users in Turkey watched video during the month, followed by Canada with 90.9 percent of web users consuming video. Although markets in Latin America showed lower overall engagement with online video compared to their counterparts in other regions, Chile, Argentina, Brazil and Mexico ranked among the markets with the highest penetration, highlighting a significant opportunity for marketers and advertisers as these online video markets continue to develop.

Selected Markets by Videos* per Viewer and Online Video Viewing Penetration October 2011 Total Worldwide – Visitors Age 15+ Home/Work Location** Source: comScore Video Metrix
Selected Markets by Videos per Viewer	Videos per Viewer		Selected Markets by % Reach of Web Population	% Reach Web Population
Canada	303.7		Turkey	93.6%
U.S.	286.3		Canada	90.9%
UK	268.6		Chile	90.2%
Turkey	250.7		Argentina	89.6%
Germany	250.6		Brazil	89.0%
Japan	222.7		Hong Kong	88.9%
France	190.1		Spain	88.9%
Spain	178.6		U.S.	88.0%
Hong Kong	160.0		Mexico	87.2%
Singapore	153.2		France	86.8%

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs

Augmented Reality + Cinema (www.fluctanet.com/blog)

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.

http://www.fluctuat.net/blog/29695-La-realite-augmentee-fait-ami-ami-avec-le-cinema

Augmented Reality Cinema App Takes You To The M…, posted with vodpod

What Makes the Modern Media Agency [INFOGRAPHIC]

What Makes the Modern Media Agency [INFOGRAPHIC].

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.