Digital Video Set To Skyrocket

One of the biggest opportunities to expand your messaging footprint over the next year will be digital video.  The growth of mobile devices and the demand for content anywhere / everywhere is creating opportunities for you to reach more customers.

• Over 190 million people will view digital video in 2014 – that’s an increase of more than 4% from this year

• Digital movie viewing on mobile & desktop devices as well as gaming consoles and connected tv’s is predicted to jump to more than 10% in 2014 to over 100 million viewers

• More than 130 million people are expected view Digital TV on those devices

• Nearly 90 million people will watch video on the a mobile phone (up 19%) the majority, 87 million, will view on a smart phone (up 20%)

What Does This Mean To You?

Digital video isn’t just a growing format for users, it also creates a huge lift in engagement for those who advertise there.  Over the past 3 years, the engagement lift from digital video has risen by over 300%.  On average, online users spend over 20 minutes a day viewing watching video content.
How can you make your digital video ad more engaging?
In a word , Targeting.
Look for sites that attract your target audience
or
Place your video in content relevant to your product

Look for a big jump in digital video consumption over the next few weeks as people who have new mobile devices and connected TV’s sample content.
This gives you another great opportunity to create incremental sales and new customers in the first quarter. For more information on creating a winning digital video strategy, please contact:

Al Fiala
amfiala@gmail.com

Source: eMarketer; OpenX

Who are YouTube Users?

Yesterday, we posted information on YouTube and just how frequently people use the site. Considering that over 70% of account holders say they visit the site at least monthly, YouTube can be a great awareness tool.  It’s important that you know who those users are.  The more relevant you can make your video to users, the more likely they will find it valuable.

• Over 60% of account holders are female and over three quarters of users don’t have children in their household

• One in four are between 18-24 and 27% are  age 25-34,  one in six are age 55+

• More than 70% are Caucasian and over 40% are single

• Not surprising because of the younger age skew among users, but under one-third have household incomes of $50,000+

• Those you use the site daily are nearly evenly split among men and women, those who visit on a weekly basis are more likely to be female

• Those that visit daily are more likely to be younger, but roughly half of those who visit at least once a week are age 45+

• 41% of users have attended college and roughly 20% are graduates

• Nearly 40% of the users who visit YouTube on a monthly basis have at least one child

What Does This Mean To You?

One of the keys to successfully marketing any product or business is effectively reaching your target audience.  If the platform you are using is not one that your most likely consumer or the type of consumer you want to attract would use, it’s probably not a place to market your products.
It’s important that you get audience information from whatever media outlet you are thinking of doing business with.  Advertising on a certain radio station because you like it or your kids tell you to buy it is a recipe for disaster.  If you are trying to engage women, would investing all of your advertising dollars into a sports program be a good idea?  It also needs to go beyond the pure demographics.  Ask the outlet to provide you with research on lifestyle and purchase intent as well.
Make sure that the research is from a reliable provider,  Most media and advertising agencies have licenses with companies such as Scarborough Research, Media Audit, MRI, or others that are recognized and accredited.  Do your due diligence on who and what you are buying, this will help ensure your message reaches the audience you need it to.  For more information on creating effective targets and the research that will help you reach them.
Al Fiala
amfiala@gmail.com

Source: eMarketer; AYTM Research

YouTube Dominance

In yesterday’s post, we examined how much money is being spent on digital video advertising. Today, we’ll look at the king of all video content providers – YouTube.

• Nearly 6 in 10 Internet users responded that they have a YouTube account

• Over 20% of those with a YouTube account visit every day, nearly 40% visit on a weekly basis

• Nearly 30% of those who visit YouTube say they are more active on the site now than in the past

• Just over half of users say their level is activity is the same as last year and 16% say they are less active now than previously

• Nearly 40% of internet users are nearly exclusive to YouTube – saying they rarely watch video content elsewhere

What Does This Mean To You?

In past posts we’ve sited information on how effective online video can be and the importance it holds with consumers.  Being the biggest site video content provider, YouTube can give your organization exposure through video content.  Everyone wants to be a part of the next “viral hit”, but depending on the type of content you are providing – it might not be in the cards.  Just because your video isn’t probably going to get shared like “cat giving High 5” or “kid burping the alphabet” doesn’t mean you can’t put things in place to help your video get shared.  Including special offer codes, or active links in the player can increase the engagement level and value to the consumer.  You should also know who your customer is and you it relates to the platforms you are placing your content on. In tomorrow’s post, we’ll look at who YouTube users are and some interesting facts about who their frequent users are.  For more information on creating engagement with video, please contact:
Al Fiala
amfiala@gmail.com

Source: eMarketer; AYTM Research

Advertising on Digital Video Rapidly Rising

Last week, we posted information on how dollars spent on TV advertising was continuing to rise.  One of the other platforms seeing growth is digital video.  In fact it just might be one of fastest rising advertising mediums available.

• Last year, $37 billion were spend in online video – from 2011 to 2012, spending grew by over 40%

• This year, nearly $43 billion will be spent on digital video – that’s a year over year growth of 47%.

• By 2017, ad spending on digital video is expected to hit $60 billion

• From 2013 to 2017, the growth rate for online video advertising is projected to exceed 40%

What Does This Mean To You?

The growth of digital video is not being fueled by desktop users, it’s because of mobile.  Businesses are recognizing that mobile & video are a perfect match. Smart phones are  consumer’s constant companion and tablets provide incredible screen size and functionality  for video.  Mobile also makes online video easy to share.  Mobile first social media like twitter  allows consumers to forward videos that contain your advertising message to all of their friends.  Now that video your video message has increased importance since it was sent by someone they know (at least digitally).
There are a few things you can do to make your pre-roll or post-roll message more effective:
Keep it short – most consumers consider 10-15 about their threshold for video advertising
Make it targeted – try and get placement on content that is designed to reach your target audience
or advertise on sites that cater to your target consumer
Get their attention – make sure you have some kind of call to action – if you don’t urge them to look for more information or do something, odds are they won’t
Go social – link to your social presences so prospective buyers can see some positive comments from satisfied customers. It’s a good idea to do some reputation management before you link them.
For more information on how to get the most from digital videoe advertising, please contact:
Al Fiala
amfiala@gmail.com

Source: eMarketer

Digital Video Viewing Continuing To Grow

Online video is one of the most effective ways to get your message out to consumers. Mobile technology has given companies more places for their video content to be seen and allows consumers to share that video with friends. New research has been made available that details how online video is going to grow.

• This year, nearly 180 million
US consumers will watch online
video content, that equals 56% of
the population and over 70% of internet users

• From last year to this year, the number of digital video viewers increased by 7%

• Next year, the number of digital video viewers is expected to climb 5% to nearly 188 million people

• By 2016, it is estimated over 200 million consumers will watch online video – that equal over 6 in 10 US consumers and more than three quarters of internet users

What Does This Mean To You?

The number of tools available for your company to create video expands every day.  It is easier and cheaper to create video today than in the past.  But, just it’s easier to create video doesn’t mean consumers will find it or watch it.  First the video content has to have some sort of value to the consumer.  Demonstrate your products being used and make sure you address your unique selling proposition. Testimonials make great video content and can influence shoppers.  You also need to promote your video content with your existing marketing strategy.  If you don’t tell consumers you have video, it’s not likely they will ever watch it.  For more information on ways to increase your engagement with consumers , please contact
Al Fiala
amfiala@gmail.com

Source: eMarketer

Actions Taken After Viewing A Video Ad

Video is one of digital’s top tools for building engagement and consumers seek out product video content. But what actions do consumers take after watching a video ad?  A new research study looks at what happens after consumers watch video advertisements.

• Over 30% of consumers visited the brand’s Facebook page

• 28% clicked to the site

• Just over one in five watched the video a
second time

• 17% visited the brand’s YouTube page

• 1% visited the company’s twitter feed and another 1% emailed the brand

What Does This Mean To You?

With video leading so many consumers to social media, you social reputation is extremely valuable.
The consumer has just finished watching your video and goes to your Facebook page.  The last thing you want is for them to be confronted by negative product information or posts about bad customer service.  A majority of shoppers say they will not shop at a store that has negative comments or questions in their social presences.  You need to make sure you are promoting positive comments – turn these into virtual testimonials. At the same time, you need to do whatever you can to mitigate bad information and answer any questions that arise.
When was the last time you looked at comments left about your business?
Social media can be a powerful ally in building your business, but negative comments will keep customers from visiting your location or buying your products.  For more information on how to build up your social reputation, please contact your Orlando Sentinel Media Group
representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Jun Group

Product Video Moves Apparel Purchases

We recently featured information on how consumers seek out and value product-based videos.  When it comes to apparel shoppers, product videos also encourage consumers to make purchases.  A new study looks into the types of video apparel shoppers watch.  As we approach Fall and weather begins to cool off (although here in Central Florida, it seems like that cool will never come), video can help your business maximize your ROI with apparel customers.

• Four in 10 shoppers visited a store or retail web site after watching apparel videos online

• Over one in three consumers watched customer testimonial and review videos

• Nearly 30% watched videos received via email

• Over a quarter watched user-generated videos

• 25% watched videos that appeared elsewhere online or on a TV network web site

• Over 20% watched videos from a professional reviewer

• 16% watched a video that appeared in on-demand content

What Does This Mean To You?

Video ads boost awareness, recall and among apparel consumers, they increase shopping behavior.  Knowing the ways consumers get video and the types they tend to watch can help you fine-tune your message
Email – Utilize your current email programs to deliver video.  With users finding this type of content a value – they are more likely to look forward to and open your email communication.  Make sure that your email falls within regulation guidelines
Social Media – Consumers watch user-generated content.  User generated content videos are a major purchase influencer of millennials (adults age 18-34).  Include user-generated video into your social presences to increase engagement.
Networks – Digital ad networks not only give you great targeting capabilities, they allow you to extend your message across national sites but ensure only locals see the ads.  For more information on how to effectively use video to
get better results,please contact:
Al Fiala
amfiala@gmail.com

Source: eMarketer; Google; Compete

Mobile Video Ad Drivers

We’ve had a couple of recent posts on the importance of mobile video.
The reports that were the basis for our posts also gave information on what drives mobile consumers to watch mobile video ads.  Utilizing this information can help your video ad campaigns be more effective and create awareness for your brand.

• Over one-third of mobile users said they paid more attention to ads that appeared on relevant sites

• 31% said that fewer ads on a page increased the likelihood they would watch them

• Nearly 30% of mobile consumers said that they were more likely to watch humorous ads

• Almost one-quarter of users looked at informative or informational video ads

• 24% said that eye-catching animation drew them to ads

What Does This Mean To You

As a business, you need to make sure your message is placed on vehicles where it’s going to be seen and acted upon.  Before placing your ad, ask questions about traffic to the mobile site.  Inquire about page views and unique visitors.  If it’s on an app, ask about downloads.  The success of your message depends on targeting – make sure that the audience you want to reach is using the site and channel where your ad is going to appear.  Compare sites on a CPM (cost per thousand) basis.  Buying something purely based on a low price could end up being bad mistake.  You get the audience you pay for.  For more information on reaching your targets and getting results, please contact:
Al Fiala
amfiala@gmail.com

Source: Mobile Commerce Daily; Prosper Mobile Insights; Biginsight

Consumers And Mobile Video Ads

Mobile devices are on the verge of overtaking standard machines as the public’s main point of internet access.  As consumers rapidly shift to a mobile first mindset, new research has come out that shows what kinds of ads mobile consumers respond to.  Knowing what ads capture mobile user’s attention will help you build and keep top of mind awareness.

• Over 40% of mobile
users were likely to focus on video ads

• Over half said video ads were the ads most likely to grab their attention

• More than one-third said that video ads were the most enjoyable form of mobile advertising

• 11% of mobile users said they paid attention to sponsored stories or links

• Mobile pop up ads garnered the smallest amount of attention; just 5% of mobile users paid noticed them

What Does This Mean To You

With mobile becoming more important and so many companies recognizing that consumers are using mobile devices, making your message stand out is paramount.  Mobile video and rich media ads will set your message apart and grab user’s attention.  Consumers are likely to view mobile video more as content than as advertising, giving your message more cache.  One thing to remember is load times.  If consumers have to wait for the video to load, there’s a good chance they will dump out and never see your message.  For more information on mobile video and making an impact with consumers, please contact:
Al Fiala
amfiala@gmail.com

Source: Mobile Commerce Daily; Prosper Mobile Insights; Biginsight

Relevant Ads More Effective With Women

Women can be a major factor when it comes to the success of any business.  Targeting them with online video content can help you build loyalty among them and increase brand affinity.  A new research report details how females feel about contextually relevant online video ads and the sites they appear on.

• Over six in 10 women say that relevant online video advertising makes them see the brand in a more favorable light

• 56% of women said they had a more favorable opinion of sites featuring relevant video ads

• Half of online females said that relevant video ads made their web experience more valuable

• Nearly 70% of female internet users said they were more likely to pay attention to video ads that were relevant to the site they were visiting

• 70% of women were likely to ignore video ads that were not relevant to the site they were visiting

What Does This Mean To You

These are just more examples of why targeting is so important to your business.  We’ve had recent posts showing how important online video is and consumers desire for it.  But if you are not focusing your message and using sites that don’t cater to your target audience, all your efforts could be wasted.
There are several ways to use video to your advantage.  Have customers create video testimonials and reward these loyal patrons with valuable offers for sharing them.  An actual customer saying how great your business is holds much more weight than you doing it yourself.  Besides posting these testimonials to your social offerings, ask the customer to put it on theirs.  Make sure all of your videos are share-able.  Make it easy for consumers to forward your video message to others.  Also investigate the ability to have your video ads expand to full page or cover the majority of the page.  This will give your message a dominant position and you won’t be competing with other messages.  For more information on how to increase customer engagement through video, please contact:
Al Fiala
amfiala@gmail.com

Source: eMarketer; Vibrant Media; Dynamic Logic