Tag Archives: Video

Next to Now – Late July Edition

 

 

IAB FAUs with VR, AR, and FAQ

The Standard Advertising Units are meeting new standards, as the IAB releases its new portfolio of Flexible Ad Units, including Virtual Reality, Augmented Reality, and other formats, spanning the latest in social media, mobile video (vertical! 360-degree!) and even emoji.

The biggest change is from fixed pixel sizes to aspect ratios. This may not be a big deal this week, but like the transition from Flash to HTML5 it will be changing our lives very soon.

OK GO!!!

 

 

PROGRAMMATIC NODS TO NATIVE

MediaRadar says more native is being purchased while programmatic spending is down.

This is partly due to brand safety concerns but performance plays in, our own experience suggests.

Print continues to descend – but readers gonna read. It’s not dead yet, especially among the kinds of readers who buy hardcovers.

Explore Nativity

A fuller look at ad spends this quarter HERE

 

 

SEARCH NODS TO DISCOVERY

Giving the people what they didn’t know they wanted.

“It requires a lot of tracking resources, which is not an easy thing to do, but success on the web is not easy either.”

Shop around

 

 

THE 10 MOST WATCHED ADS ON YOUTUBE

Help them to be watched still more.

Takeaways: Know what your audience knows and use that to tell a story they’ll relate to.   (Bonus: spend lots of money.)

Application: Utilize comps, fonts, art, and language to build familiarity, and if possible subvert the viewer’s expectations in a rewarding (amusing) way.

BEHOLD …

 

 

Next to Now: Mid-January 2017

MIDROLL WITH A TWIST

Facebook’s strategy creates a new opportunity for advertisers … while  incentivizing the creation of videos that people will actually want to watch.

Read about it here and here.

 

 

WHAT AD TECH INSPIRES TRUST IN 8 OF 10 USERS?

Spoiler … It’s not VR.

Don’t take our word for it.

 

 

WOMEN WANT FEWER AND MORE GENUINE INFLUENCER POSTS

Among other things, probably.

Learn to avoid pitfalls.

Next to Now: December 9

SELF SHUTTERS PRINT, GOES DIGITAL ONLY

Conde Nast’s Self is ending the print version of the magazine, and ramping up the digital brand. Media Post reports,

“Since 2014, Self’s single-copy sales dropped from 148,000 to 44,000. Circulation has dropped from just over 1.5 million to just under.

“Meanwhile, video viewership experienced triple digit growth compared to last year, according to Condé Nast. In September, Self.com broke previous traffic records with 5.3 million unique viewers, representing a 56% increase year-over-year.”

#self #print

2017 LOOKS TO BE THE YEAR INSTAGRAM GAINS GROUND OVER TWITTER

eMarketer’s survey of marketers suggests that 2017 will be the year more advertisers choose Instagram over Twitter:

“By 2017, the research firm forecasts, 74.2% of U.S. companies (or at least those with more than 100 employees) will use Instagram for marketing purposes — markedly more than the 66.2% that will be using Twitter.”

#instagram #twitter #social

MARKETERS NEED TO BE ON SNAPCHAT. THAT DOESN’T MEAN IT’S EASY.

The case for using Snapchat to reach 18-24 year olds is clear:

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That makes the platform a great place to experiment reaching this age group, but as this tale “from the trenches” of a recent Ben & Jerry’s geo-filter campaign shows, it’s not the place if you’re looking for flawless execution.

#snapchat

SNAPCHAT INNOVATIONS

Digiday reports on the Snapchat campaign run by Birch Box: By using vanity urls, Birch Box was able to sell direct to its highly engaged Snapchat fan base and measure the results. It’s a model of a scrappy direct response campaign on an emerging platform.

#snapchat

NATIVE ADVERTISING TILTS TOWARD SOCIAL

MediaPost reports that advertisers and agency executives are looking to run more native advertising in 2017, with more going toward social (and more of social going to Facebook) than traditional sites such as NYTimes.com and BuzzFeed.

#native

FACEBOOK’S “DEDICATED MEDIA” TAB A HIT WITH MEDIA BUYERS

We’re not sure how consumers will feel about it, but Digiday reports that agencies love it:

“The company has been testing out a dedicated video tab inside its mobile app among a small group of users over the past year, as it aims to make video a more integral part of its mobile offering. The tab appears on its bottom menu alongside the notifications, timeline, marketplace and settings tabs, and opens up into a separate video hub, delivering a feed of live videos and other video content based on a user’s subscriptions or interests.

“For media analysts and media buyers, the dedicated video vertical firmly equips Facebook to grab more ad dollars from TV.”

Matt Heindl, director of social media at Razorfish, doesn’t think TV has anything to worry about in the near future, but Snapchat and YouTube? Yes, they might want to start to worry.

#facebook #video

TOP APPS

In a post on the continued growth of streaming music services such as Pandora and iHeartRadio, eMarketer reports that Pandora is the ninth most popular app of all, and the #1 most popular after various Facebook and Google apps. Here’s a chart that lists the top fifteen most popular apps according to comScore:

219859

In the continued Pandora or Spotify debate, it’s worth noting Pandora’s dominance in the app category.

#music #pandora #apps

Next to Now: December 2

These are dark days in America—yet there remain sources of light. You might wonder if that’s a comment on the state of our polarized political discourse and the role books can play in revitalizing our national conversation. Maybe. Maybe not. But it is definitely a comment on the days getting shorter as we approach the first day of winter and raise a glass to the holiday season. Here are some highlights of news we’ve noted this week, shared here as part of our effort to stay on top of current trends and best practices.

 

PROGRAMMATIC FORECAST

The good news is that the programmatic community continues to make headway in combatting ad fraud. The bad news is that is likely to mean a 20% increase in costs. Even with a 20% increase, however, programmatic remains a highly efficient way to reach book readers. Weeding out bad ad impressions is definitely worth a slight increase in CPM. In a separate post, Digiday published five charts that indicate the global outlook for programmatic.   Related: you can now gain access to some influencer marketing  through programmatic channels. 

#programmatic

 

TABOOLA RESPONDS TO CRITICISM

The 2016 presidential election has created a firestorm around the question of “fake news.” Many are pointing to paid content distribution systems such as Taboola as a major culprit in a world-wide epidemic. Here is Taboola’s thoughtful response. Let’s hope they back it up with action.

#taboola #fakenews

 

CNN HIRES YOUTUBE STAR TO MAKE NEWS

In a move that echoes the creation of companies like Fusion and Mic, CNN has hired YouTube star and entrepreneur Casey Neistat to help make news “relevant” for a new generation.

#news #youtube #video

 

BEST PRACTICES IN PERSONA MARKETING

Persona marketing isn’t used much in book publishing, where we value the particularities of every book and honor the uniqueness of every reader. But we ignore it at our peril: it can be a great way to focus in on the target customer in a way that can be applied and tested across a genre. This ClickZ article shows how to think about persona marketing while still understanding that no one reader is exactly identical to another.  

#persona

 

THE STATE OF THE ART OF INFLUENCER MARKETING

Digiday takes a look at the highly public practice of influencer marketing: who’s doing it, how they’re paying for it, and does it work?

#influencer

 

Photo (c) 2016 Martha Otis

Next to Now for October 28

YOUTUBE VIEWING HABITS

YouTube is getting longer term views. The average viewing session on YouTube is now 40 minutes. That data point comes from a Google post about winning the customer over before s/he enters the store. While it’s written for larger brand advertisers—make-up, CPG, and cars—there are good takeaways for book advertising from the post.

#youtube #video #streaming

 

ON DATA AND “THE GIRL”

This isn’t advertising, but it’s such a rich analysis of book trends that anyone who loves books and data will find it irresistible: Acclaimed novelist Emily St. John Mandel writes a clever and nuanced post for Five Thirty Eight on publishing’s recent obsession with using the word “Girl” in titles. She looks at how many of the eponymous girls are actually girls (and how many are women), how many are written by women, how many are missing or lost or undead, and reports that we not yet reached peak “Girl”:

http://fivethirtyeight.com/features/the-gone-girl-with-the-dragon-tattoo-on-the-train/?&utm_medium=twitter&utm_source=twitterfeed

http://fivethirtyeight.com/features/the-gone-girl-with-the-dragon-tattoo-on-the-train/?&utm_medium=twitter&utm_source=twitterfeed

 

HOW’S YOUR CAMPAIGN DOING? ASK A BOT

There has been a fair amount of press on how brands are starting to use bots to buy pizza, call an Uber, or book a flight, and a good bit more about the potential for new advertising platforms using bots on messaging apps like Kik and What’s App. Now, an article in Marketing Land points out new bots that help you measure advertising campaigns by integrating directly with such platforms as Facebook and Google or with existing third party servers such as Media Math and Sizmek.

#bots #AI #metrics

 

IAB STANDARD UNITS ARE DEAD. LONG LIVE IAB STANDARD UNITS.

Once upon a time, the IAB tried to tame the Wild West of internet advertising by introducing three standard units that would work across most sites: 300×250, 728×90, and 160×600. For a few years, all was well in advertisingland. But the advent of tablets and the new dominance of mobile devices soon began to mean more and more sizes. Then the native ad boom kicked in and things got wilder than ever—to the point where a single campaign can require more than ten different size ads, each with its own maximum file size, preferred file type, and timing. Even the IAB can see that it’s time to revisit the standard unit. If you want a say in what ad sizes are next, the public comment period is now open. 

#iab #standard

 

…OR ARE CUSTOM BANNERS THE NEW FUTURE?

On the other hand, an article on Digiday looks into the proliferation of custom units on such sites as the New York Times and Quartz, and wonders if the days of the standard banner are truly numbered. There’s a tension between the custom banners that perform better than the standard units, and the need for standard units to function with programmatic platforms.

#custom #iab

 

 

 

Fall tree photo (c) 2016 Martha Otis

Next to Now for September 30

NEW IAB MOBILE STUDY

The Interactive Advertising Bureau (IAB) released a report this week on the mobile shopping experience, “Mobile Commerce: A Global Perspective”. While the global payment system is of less concern to U.S. book publishers, the ecosytem of research, engagement and purchase is critical to book buyer’s experience and offers relevant insight even when ads are not directly linking to a buy page. Top results include:

  • 76% of mobile purchasers say they have engaged with an ad in the last six months.
  • 51% of mobile users bought in a store after researching on mobile (this is a good argument for the discovery and research function of ads)
  • Top frustrations with mobile purchasing: Too expensive, Too slow, Hard to use, Previous bad experience, Unstable network

#mobile

 

MOBILE USERS SPEND MORE TIME IN APPS

An eMarketer study released in September suggests that “more than 80% of smartphone internet time was spent with apps” as opposed to the mobile web.

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If you are intent on reaching the mobile user, keep in mind that most of your audiences is using apps. The mobile app versus browser debate has been active since the first iPhone, with convincing arguments made at different times for each. But analysts at Gartner suggest the end of the debate is in sight—as the development of bots and Virtual Personal Assistants (VPAs) threaten to dethrone apps as our mobile device go-to.

#mobile #apps #bots #VPA #gartner

 

NEW VIDEO TIPS PLATFORM BY PLATFORM

This New York Times article reveals the great splintering of video standards and best practices in a world where some platforms (such as YouTube) are watched with full sound and some (such as Facebook) tend to be watched with the sound off. Do we have to cut a different video for every platform now? Well, if you want to optimize engagement for each platform, then the answer is yes.

#video #social

 

TWITTER RELEASES VIDEO STATS

Speaking of video best practices, Twitter released an infographic with insights into the best performing  video ads on the platform. Details include who’s watching, what they’re watching and responding to, and what types of video get the best results.

#video #twitter

 

SNAPCHAT UPS ITS VIDEO GAME

As Snapchat changes its company name to Snap, Inc., the company’s wider play for video content comes in focus. From distribution deals with Saturday Night Live to the expansion of the Discover channel to the launch of the company’s new hardware “toy”, Spectacles, Snap, Inc. is positioning itself as one possible answer to the question, Where does everybody go after TV?

#snapchat #video

 

Photo of Bruce Springsteen heading into his reading at the Union Square Barnes & Noble (c) 2016 by Martha Otis

 

Next to Now for September 23

THE FT: “HOW THE MAD MEN LOST THE PLOT”

In the FT, ad strategist Ian Leslie goes to battle with the notion that legacy media is dead and digital hypertargeting is the savior. Leslie cites the study that showed Pepsi’s decision to forego traditional advertising for a social media campaign delivered a large number of clicks and comments but very few sales. The FT goes on to talk about Byron Sharp’s provocative book, HOW BRANDS GROW:

“Sharp’s first law is that brands can’t get bigger on the back of loyal customers. Applying a statistical analysis to sales data, he demonstrates that the majority of any successful brand’s sales comes from “light buyers”: people who buy it relatively infrequently. Coca-Cola’s business is not built on a hardcore of Coke lovers who drink it daily, but on the millions of people who buy it once or twice a year. You, for instance, may not think of yourself as a Coke buyer, but if you’ve bought it once in the last 12 months, you’re actually a typical Coke consumer. This pattern recurs across brands, categories, countries and time. Whether it’s toothpaste or computers, French cars or Australian banks, brands depend on large numbers of people — that’s to say, the masses — who buy them only occasionally, leave long gaps between purchases and buy competing brands in
between.”

Not many book publishers have enough followers to employ retargeting, but for those that do, this article is worth reading to consider if retargeting is the best use of your limited marketing dollars. While all good marketing starts with the core audience, if you want to turn a predictably solid-selling book into a blockbuster, you need to reach beyond passionate, existing fans to a wider potential readership.

#retargeting #oldschool #mass

 

“ONLY DEAD FISH” REANIMATES THE ZOMBIE PLOT

On his blog, Only Dead Fish, Neil Perkin picks up Ian Leslie’s thread and runs with it in his commentary on a “Google Firestarter” event in London, along with reports on talks by Tom Goodwin and Tracey Follows. Worth a read for a dose of what advertising strategists are thinking these days: invisibility, authenticity, and bio-integration.

#onlydeadfish #googlefirestarter

 

PANDORA INTRODUCES NEW SPONSORSHIP OPPORTUNITIES

In an announcement that included improvements to their paid model, Pandora also announced changes to their ad supported model: with opportunities for brands to sponsor more playbacks and skips. Pandora continues to lead in the business of offering listeners value in exchange for their attention. They have proved a strong partner for book advertising in the past, and this announcement makes it clear that they intend to stay that way in the future.

#pandora #streaming

 

ADIDAS SAYS SNAPCHAT USER ENGAGEMENT IS “INSANE”

Adidas has seen much more engagement from their Snapchat videos than they have from YouTube. Here’s Business Insider with more details about what’s working for them on Snapchat, from experiments with Stories to Geofilters.

#snapchat #sports

 

ARE VIDEO ADS WORTH IT?

New surveys from various video measurement companies—including Nielsen and Limelight—suggest that 52% of U.S. users skip pre-roll whenever possible, and a majority do not like video ads at all. In fact, nearly 27% of users surveyed in the U.S., Australia, UK and Canada say that without an option to skip pre-roll they’d abandon the video they’d wanted to watch. So, while video engagement remains strong, it may be that paid ad resources are better put to other outlets.

#video

 

FACEBOOK ADMITS TO INFLATING VIDEO METRICS

So if pre-roll isn’t the answer to getting people to watch your video, is Facebook? While the social network has touted itself as the premier advertising platform for video, Facebook recently revealed that it has inflated its users’ average time spent watching video for the past two years. Here’s CNET on the controversy. 

 

#facebook #video #metrics

 

TEENS ALL IN WITH YOUTUBE

A new poll from the National Cyber Security Alliance and Microsoft suggests that many more teens use Gmail than use social media platforms such as Instagram and Snapchat—and even more (91%!) use YouTube. Here’s the link to eMarketer’s story about the findings.

#teens #youtube #social

 

Photo (c) 2016 Martha Otis: A view from the Park during the fall PAMA event sponsored by Goodreads, and hosted by PAMA president Christian Toth

Next to Now: Friday links for Sept 9.

 

PODCAST ADS CREATE HALO EFFECT

While podcasts still don’t deliver the ad metrics of other digital products, evidence continues to mount that podcast advertising is effective.  A new Edison Research study commissioned by the IAB suggests that 65% of podcast fans “are more willing to consider purchasing products and services they learn about during a podcast.”

#podcasts

 

INSTAGRAM IS BIG & GROWING WITH MILLENNIALS

Four charts from eMarketer show how Instagram’s U.S. audience is substantial and growing, that more than half of US millennial internet users are “active” on Instagram, how the app is favored by college students, and how their user base trends toward higher incomes among U.S. teens.

#instagram #millennials #social

 

INSTAGRAM IS KING FOR RETAILERS

As reported in Mediapost, a new study from research company L2 suggests that Instagram is the top social platform for retailer engagement:

“’Instagram remains the king of engagement,’ with interactions that are ’10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter.’

It also says Instagram users are considerably more open to what brands have to say on that platform, with 50% of users following brands. ‘Not all brands are benefiting equally on the platform,’ it says, ‘with the top seven brands in terms of engagement capturing 77% of total Index brand interactions over the past year.’

Further, a third of Instagram users made purchases on their phone, which makes them 70% more likely to do so than non-Instagram users.”

#instagram #retailers

 

WHY FACEBOOK LIVE IS WRONG FOR ADVERTISERS

In an article for Ad Age, Carrie So argues that Facebook Live mid-roll ads are stuck in the past: 

“Essentially, the concept strives to resurrect the 20th-century TV broadcasting model within the context of a 21st-century social network. Having just recently started testing mid-roll ads, Facebook Live wagers that viewers who log onto the site to see photos and updates from family and friends will not only want to watch live broadcasts — but will also stay tuned for the ads that scroll in the midst of the live programming.”

The two main problems: (1) mid-roll ads are easy for users to skip since it’s so easy to put down your phone during a break in the programming, and (2) there’s a distinct lack of quality control; even major publishers such as the New York Times are forced by their deals with Facebook to stream too many video hours to sustain high standards.

#facebook #streaming #video

 

AD FRAUD REPORT POINTS TO CHROME AND INTERNET EXPLORER

A recent ad fraud report cited by the Wall Street Journal suggests the most ad fraud happens with Google’s Chrome and Microsoft’s Internet Explorer browsers. While both companies fault the study, it’s clear that since the two companies have the most users they also make the most attractive targets for fraudsters. While Microsoft has failed to patch security holes on IE (especially discontinued but still popular iterations), Google continues to work hard to try to stay ahead of the fraud where possible.

#adfraud #microsoft #google

 

PEW RESULTS ON AMERICAN READERSHIP

The Pew report on reading in America is out, with results in line with what we’ve seen in recent years: overall adult reading is slightly down, ebooks remain plateaued, and the core demos of America’s strongest readers remain affluent, educated women:

“In the most recent survey, those most likely to be book readers included women; young adults (those ages 18-29); [and] those with higher levels of education and higher household income . . . These patterns largely hold for overall book reading and for the different reading platforms – printed books and e-books.

“The average woman read 14 books in the past 12 months, compared with the nine books read by the average man, a statistically significant difference. The median number of books read by women was five, compared with a median of three for men, which was not statistically significant.

“Those with higher levels of education were more likely to have read multiple books than those with high school diplomas or less. The typical college graduate or someone with an advanced degree read an average of 17 books in the previous year, compared with nine for high school grads and three for those who did not graduate from high school.”

#pew #readers #demos

 

FACEBOOK’S FIRST VERTICAL VIDEO ADS

The first vertical video ads have gone live on Facebook, and the results suggest a 3x improvement in performance and efficiency. This might be simply an example of a format getting increased attention mostly because it’s new, but given how video and social consumption have moved to mobile, we do think vertical video is here to stay.

#facebook #video

 

BILLBOARDS CONTINUE TO MAKE NEWS

The New York Times reports on the continued importance of out of home advertising, even as online ads steal budgets from print and broadcast. The continued growth of digital innovation with billboards—both with creative and with user targeting—means the venerable ad platform is just as vital today as it was 100 years ago.

#outofhome

 

MOBILE APPS CONTINUE TO GROW

An article in Marketing Land points to a new report from ComScore that shows that two-thirds of all time is spent on mobile, and over half of time spent on mobile happens within apps.  But while mobile has most total user hours, desktop still is king of the conversion. When the consumer is ready to pull the trigger, s/he still heads for the desktop. Here’s Business Insider’s take on the ComScore report.

#desktop #mobile #apps

 

Ceiling photo detail (c) 2016 Martha Otis

Next to Now: Labor Day Weekend

Whether you’re planning on watching the U.S. Open, mourning and celebrating the life of Gene Wilder, or just sitting in traffic trying to make it to the beach, there’s a lot of news to catch up on over Labor Day weekend. Read on.

 

SPORTS ILLUSTRATED AND FOX NEWS TEAM UP

In an effort to take on sports powerhouse ESPN, Sports Illustrated and Fox News have agreed to an editorial and ad sharing deal across their businesses. According to the WSJ:

“Combined properties operated by Sports Illustrated and Fox Sports brought in about 68 million unique visitors in July, which would make it the second-largest sports publisher behind ESPN, which brought in about 79 million visitors, according to digital measurement specialist comScore.

On their own, Fox Sports ranked third in the sports category in July, while Sports Illustrated came in 10th, according to comScore.”

#sports #fox #si

 

YOUTUBE GEARS UP TO GO MORE SOCIAL

As the premier video platform sees increasing competition from Facebook  and Twitter live video platforms, YouTube is looking to develop more social tools to help video creators interact with their audience. They are calling the new effort, “Backstage.” According to VentureBeat’s Harrison Weber, Backstage’s features will “live alongside the Home and Videos tabs within individual YouTube channels,” and content posted through Backstage will be included in channel subscribers’ feeds and notifications.”

#youtube #video

 

KNOW YOUR DATA

In programmatic advertising it’s vital to know what kind of data you’re using and whether it’s first, second, or third party. This ClickZ article provides a good primer on the differences and advantages of each. 

#data #programmatic

 

FORBES JOINS PODCAST ONE

After testing the podcast waters with “Women@Forbes”, the venerable business publication is going all in with podcast network Podcast One. 

#business #podcast #forbes

 

World's Fair Globe photo (c) 2016 Martha Otis

Next to Now for August 25

IS THE FUTURE OF ADVERTISING A BOT?

Venture Beat details how messenger bots in services such as Facebook Messenger, Kik, and more are changing the nature of how we can advertise, bringing the promise of 1:1 customized marketing closer to fruition. While current messenger bots are fairly crude, more nuanced bots are in development:

“A.I. bots with advanced brains . . . will change the advertising industry — both online and offline — forever. They can create and deliver completely measurable advertising campaigns that bring together all the elements of integrated marketing: video, mash-ups, voice, music, images, photos, personalization, and mass coverage on an individual basis. They do this by automating their analysis of ‘conversation logs’ generated in the code’s back end when you interact with a bot — with your permission, of course.”

#bots #messaging

 

INSTAGRAM KEEPS UP THE PACE OF INNOVATION (OR IS THAT COPY-CATTING?)

On the heels of introducing its version Snapchat Stories, Instagram introduces a new channel called “Events” that will live within its “Explore” tab and allow for live video. Innovation or high-speed copy-catting, either way it will prove a serious entry in the live video market with Periscope and Facebook Live.

#events #streaming #video

 

IN HOLIDAY EMAIL MARKETING, IS GREEN THE NEW BLACK?

A study from Yes Lifecycle Marketing suggests that the best time to send a holiday marketing email might be December 12, 2016—a date dubbed “Green Monday.” A retail industry-created holiday like Black Friday or Cyber Monday, Green Monday  falls on the second Monday of December:

“Only 10% of retailers deployed Green Monday campaigns in 2015, according to Yes Lifecycle Marketing, indicating that competition for the inbox may be lower than more popular retail holidays such as Black Friday or Cyber Monday.

Green Monday saw an average email open rate of 14.5% in 2015, while open rates for Cyber Monday email campaigns has an average open rate of 12.9%. In addition, Cyber Monday open rates fell year-over-year while Green Monday open rates have increased.”

#email #holiday

 

THE STATE OF FACEBOOK (FOR MARKETERS)

eMarketer posts seven charts about the current state of Facebook: over-35-year-olds v. millennials, mobile v. desktop use, and more.

#facebook #userdata

Corn at Union Square Market photo (c) 2016 Martha Otis