Agency Survey: Online Video Advertising On The Rise In Canada
Online Video Advertising is catching up with the levels of online video content consumed by Canadians, according to a new study from BrightRoll and IAB (Interactive Advertising Bureau of Canada).
A survey of 100+ marketing & advertising agency execs reveals that 1/3 of agency requests for proposals (RFPs) included an online video ad.
Digital video is becoming mainstream.
Online video advertising is effective.
Confidence in this digital ad medium is growing.
Targeting tops the list of video ad benefits.
Views, conversions & brand lift are the metrics that matter most.
Mobile and tablet video ad spending are poised for growth.
There’s no question, advertising dollars are now more in tune with recent trends showing that Canadians are voracious online video consumers. Canadians are also watching online videos on more platforms than ever; via smartphones, tablets, set-top boxes, video gaming consoles & PCs.
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Advertising – BizBOXTV Video Advertising
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VIDEO: DIGITAL vs TRADITIONAL ADVERTISING : Is Radio, TV, Print OR Online Video best to advertise your business?
“I invite businesses thinking about digital video and adding that to their advertising mix ~ there is a real opportunity to challenge what you conventionally do.”
– All traditional forms of advertising are on the decline, as is the ROI associated with each method; TV, Radio, Print.
– Traditional advertising can’t offer the one key thing digital video advertising can can: accurate measurement.
– There is a massive shift away from traditional media to ‘media you can measure’, i.e. – digital advertising.
– BizBOXTV video advertising offers real-time results, meaning you can almost immediately see whether or not your ad is working + tweak until you get the powerful results you deserve.
– Shifting money away from traditional advertising to online video campaigns means a higher quality, more effective reach at a lower cost.
– With the digital opportunities that exist for brands and businesses today, connecting with your target audience is easier and more effective than ever.
“You have immediate access to enormous amounts of information to be able to make real time decisions when it comes to product development, launching of campaigns, interacting with your customers. Speed is the greatest advantage and now it’s an equalizer, regardless if you’re a multinational corporation or a start-up…”
Video by: BizBOXTV Advertising – Serving Business Clients Across CANADA (Calgary, Edmonton, Toronto, Vancouver and more) + NORTH AMERICA!
If you’re a business owner already using online video to promote or advertise your business, congratulations. You’re ahead of the curve. But if you haven’t yet considered using video to broadcast your brand, you’re missing out. Why? Because using online video will not only improve your search engine rankings and provide an effective marketing tool available to a worldwide audience, but also leave a lasting impression on potential customers and increase your sales.
Here are five things to keep in mind when using online video for your business:
1. Tell a story. One of the buzzwords characterizing the shift away from pure selling is ‘storytelling.’ In Carmine Gallo’s The Presentation Secrets of Steve Jobs, she says, “the single most important thing to dramatically improve your presentation is to have a story to tell.” With online video, story-driven videos are becoming more and more popular simply because they’re effective; in fact, videos that engage viewers with a story are more likely to be shared, liked and commented on. Consider it an opportunity to visually recount your story and show potential customers something they wouldn’t be able to see anywhere else.
2. Get personal. If you’re a quirky business owner or your company has a killer corporate culture, let it shine. Standing out means being yourself, and highlighting what differentiates your business from others. And although speaking to a lens can be unnerving for newcomers, you’ll come across more naturally if the videographer asks you questions, rather than having you deliver hard line.
3. Boost views and conversions with clear calls to action . Effective online video educates and entertains, but what you also want to make sure it does is inspires the viewer to act. If your online video campaign is more about branding, make sure you include a clear call to action; whether it be visit your website and store, call a phone number, buy now or connect with you on social media. Before this, however, you want to make sure your video gets played in the first place. A recent study shows that using active calls to actions like ‘Click to Play,’ or ‘Learn More,’ can increase a video’s view rate by 12 times over passive labels like ‘Video’ or ‘Video Here.’
4. Go pro. While many business owners produce their first videos themselves, based on thousands of client experiences, it’s likely you’re going to pay a professional to re-do it once you realize it’s lacking narrative and polish. Save yourself the time and added cost, and work with professionals from the very start. Online video is arguably the best marketing tool at your disposal, and the ROI is unquestionable. Bottom line: just because you could do it yourself or hire an amateur, doesn’t mean you should. Has it been successfully done before? Sure, but it’s rare and usually because the personalities in the videos are bigger than the distraction that bad video is. Consider your video your first point of contact with your prospective client. Would you want that to be anything less than the quality and professionalism your business represents?
5. Share-ability and engagement. Videos shared via social media are consumed more than text-based updates, which means there is more potential for a company’s message to be shared and seen via these platforms. “Consumers are more likely to enjoy a brand video and remember the brand involved if they come across it because of a social media recommendation,” according to a recent report . So when you make the move into video for your business, make sure you keep your potential ‘social’ audience in mind.
A number of studies have come to the same conclusion: online videos help businesses sell to affluent consumers. Internet Retailer states, “those who view a video are 144 per cent more likely to place that item in a shopping cart. 52 per cent say watching video makes them more confident about their purchasing decisions.” One more stat if you still need to be convinced: comScore reports, “consumers who watch a video are 64 per cent more likely to make a purchase than those who don’t.”
What are you waiting for? Consumers are ready and waiting to click play on your business’s video content.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency.
For marketers, 2013 marks a shift in online advertising—to bigger budgets, sounder metrics and a continuing focus on brand advertising that we identified last year. According to the 2013 Online Advertising Performance Outlook, a report produced jointly by Vizu, a Nielsen company, and the CMO Council, advertisers are changing how they view the online medium. Long the bastion for direct response, marketers are now embracing online for branding purposes aimed at shifting consumer perception.
In 2013, advertisers project brand ad spending to grow more quickly than direct response. Sixty-three percent of marketers project that the dollars allocated to online brand advertising will grow in 2013, and one in five believes the increase will exceed 20 percent. These numbers are in line with what Vizu saw in marketers’ 2012 projections, demonstrating continued momentum on this front.
Roughly half (51%) of marketers also expect spending on direct response to increase in 2013. One in four stated that increase will exceed 20 percent; however, 41 percent say their digital direct response advertising budget will stay the same as last year.
While brand marketers are projecting overall growth in brand ad spending in 2013, they are also predicting their spending in particular digital channels will grow faster than others. Nearly three-quarters (70%) of brand marketers plan to increase their use of social media in 2013, followed closely by mobile advertising (69%) and video advertising (64%).
These numbers are all up from 2012 projections, indicating a continued shift toward the channels where consumers are spending an ever-increasing amount of their time. And the brands aren’t alone in their thinking. Agencies are also projecting growth in mobile advertising (81%) and video advertising (73 percent), followed by social (57%).
There’s no doubt that digital advertising is on the rise as more advertisers and agencies begin to understand and accept the opportunities the medium brings. How they use digital, however, will continue to evolve.
Facebook reached a new high last month with almost 558 million video views, according to comScore’s February 2013 US Online Video Rankings.
For the month, Facebook was second with 61.2 million unique video viewers — well behind Google/YouTube’s 150.6 million uniques. Facebook’s 558 million video views was third overall, way behind Google/YouTube’s 11.3 billion and AOL with 570 million video views. Facebook is near the bottom when it comes to engagement, with an average of 19.9 minutes per viewer (MPV) during February. The only Top 10 video site with lower engagement is Amazon at 12.6 MPV.
Facebook video production views wasn’t the only online video record last month. ComScore says Google/YouTube set a new high with more than 2.2 billion video ads delivered in February — almost a quarter of the overall 9.9 billion video ads that were shown during the month.
Are you looking for a company to create your business/brand’s Facebook Video Production?
So it turns out that when it comes to Super Bowl ads, all of us are like a bunch of children with Christmas presents — we just don’t want to wait.
According to YouTube, showing an ad online before the Super Bowl floods that ad with conscious eyeballs BIG TIME. Try 600% more eyeballs. Studies generated over the last couple of years have shown that, on average, ads that ran before the Super Bowl last year achieved 9 million views while those that waited only racked up 1.3 million views.
In 2011, only a dozen advertising companies broadcast their ads online before the big game, but one of those that did, Volkwagen’s “The Force” (the cute little Darth Vader kid) became the most-shared ad of all time, largely because of this here internet (the black-market VHS trade accounted for surprisingly little
of those views). In 2012, 34 of the 54 ads that ran during the Super Bowl were broadcast beforehand. This year, on Monday alone, Audi, Axe, Cen
tury 21 and Volkwagen all have posted their ads online to start drumming up the anticipation, and more will follow in the coming days.
The bottom line is that when it comes to active viewer engagement, YouTube is just a much bigger venue than the Super Bowl — while last year’s Super Bowl (the m
ost watched American broadcast in history) attracted 111 million eyes (hmm, probably should say 111 million pairs of eyes, but don’t want to be biased against cyclops’), those same ads, collectively, have been viewed on YouTube over 300 million times. Advantage: Internet. Suck it, television.
Advertisers are starting to push creative boundaries in an attempt to engage, using the latest innovations, from gaming strategies to social media to branded video and Web TV content.
But with all of the clutter we are surrounded by in this digital age, getting someone to pay attention to a company’s brand message seems to be getting trickier.
From annoying pop-up ads to often completely irrelevant video pre-rolls, the clutter is causing consumers’ “BS meters,” as digital rock star Gary Vaynerchuk has called them, to become more sensitive and accurate than ever before.
So while the speed of technology is increasing, it’s interesting to note that one of the hottest trends in online marketing might just be the age-old art of story-telling.
What does this mean? To cut through the clutter, businesses need to stop annoying, and start telling stories.
Story-telling has evolved from ancient rock markings to the current age, where brands are able to effectively tell their stories via Web video, blog posts and social media platforms. Despite technology’s effect on the methods we’re using to tell stories, the basics remain.
If you ask the experts, they’ll tell you the same story they’ve been telling for years.
“Marketing is storytelling,” says author, entrepreneur and expert Seth Godin. Writing on “ How to tell a great story,” Mr. Godin says that “first impressions are far more powerful than we give them credit for,” making it important to ensure your story does what you need it to do the first time someone reads, hears or watches it.
“Your products and your service and your people are all part of the story,” Mr. Godin adds.
Peter Guber, chief executive officer of Mandalay Entertainment Group and co-owner of the NBA’s Golden State Warriors, also has a take on the importance of story-telling.
“Simply put, if you can’t tell it, you can’t sell it,” he writes in Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story.
The first chapter is entitled “It’s about the story, stupid.” You can read it by downloading it here.
“Our brains still respond to content by looking for the story to make sense out of the experience. No matter what the technology, the meaning starts in the brain,” writes Pamela Brown Rutledge, director of the Media Psychology Research Center, in The psychological power of storytelling posted on Psychology Today. She notes that there are several psychological reasons why story-telling is so powerful.
So, what’s your story? Ask yourself what messages you are trying to get across to your audience. Is your story authentic and interesting?
All businesses and business owners have a great story. This is the year to tell it, on purpose.
Special to The Globe and Mail