Advertising executives admit the tide of ads is changing and online video ads taking the lead, new research has found.
Seventy-five percent of ad agency executives say that online video ads are more effective than traditional TV ads compared with just 17 percent who say they are less effective. That sentiment is shared when comparing online video ads with social media and search advertising ads as well. Ad executives also feel that online video ads are also more effective than direct response and display ads, a new eMarketer report found.
“The popularity of digital video viewing is helping drive the expansion of the online video ad market,” the eMarketer report said. “Ad execs may be responding to U.S. consumers’ seemingly endless demand for online video.”
Consumers watched 13.2 billion online video ads last month, reaching an all-time high, according to a new report by comScore.
Data from the comScore Video Metrix also showed that over 180 million Americans watched almost 40 billion online content videos in April.
Google Sites came in as the number one online video content property, primarily driven by video consumption on YouTube, with 154.6 million unique viewers in April. Google was followed by Facebook with 627 million, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo Sites with 45.1 million.
Consumers watched 5.1 billion minutes of video ads in April and video ads reached 53 percent of the total U.S. population an average of 82 times during the month. Over two billion video ads were seen on the Google Sites platform. The BrightRoll platform came in second with 2.2 billion. LiveRail, Adap.tv, and Hulu rounded out the top five, with Hulu delivering the highest frequency of video ads to its viewers with an average of 63.
Google Sites also garnered the highest frequency of ad views for the month. Consumers saw an average of 23 ads in April. BrightRoll platform came in second with 14 ad views.
Video music channel VEVO held the top position in the ranking of unique video viewers with 51.7 million viewers. Fullscreen came in second with 37.4 million viewers, followed by Maker Studios Inc. with 33.8 million, Warner Music with 32.2 million, and ZEFR with 28.1 million.
According to comScore’s study, 84.7 percent of the U.S. population saw an online video in April. The average length of an online video was reported to be 5.6 minutes long, while the average length of an online video ad was found to be 0.4 minutes. Video ads accounted for 25.5 percent of all videos viewed and 2.3 percent of all minutes spent viewing video online.
We are at the brink of a watershed moment in digital video. Fueled by the high demand for premium, original content, this second annual marketplace, taking place this week (April 29-May 3), is widely expected to attract $1 billion of investment.
This level of investment inevitably will propel the entire digital video ad industry. Advertisers now have the foresight and financial incentive to produce original digital video advertising and make digital video a central focus of creativity, breakthrough interactivity and brand storytelling.
Interactivity aside, there’s room to think beyond the constraints of the traditional TV spot. In 2012, the most viral ad wasn’t 30 seconds long. It didn’t feature a cat, celebrities or a household name brand. It was a 30-minute video from Invisible Children, a nongovernmental organization, to rally opposition to Ugandan rebel leader Joseph Kony. Its current tally on YouTube of more than 97 million views makes its audience comparable to that of the Super Bowl.
Consumers are eager for more dedicated and eye-opening digital video advertising content. It’s already become a vibrant element of the stories that inform us, as demonstrated by the interactive feature “Snow Fall: The Avalanche at Tunnel Creek” from The New York Times. Also, original digital video content has become a regular extension of television programming, especially of programming targeted to a younger audience.
Digital video has all the attributes of television—sight, sound and motion, and high-quality, original content—with the great benefit of interactivity, targetability and global audience.
Marketers are beginning to recognize this. In 2012, advertisers spent $2.3 billion on digital video advertising, an increase of 29 percent over 2011, according to the IAB Internet Advertising Revenue Report. But all too often, the ads themselves are an afterthought—repurposed television commercials, 15- to 30-second spots with very limited interactive features.
While it’s understandable that marketers want to dip in their toes before jumping, it’s time for the high dive. Too many advertisers are missing out on the valuable advantages of this medium, and too many consumers are ready for these new advertising experiences that aren’t presently available to them. Indeed, the marketplace is primed to produce interactive, engaging and powerful original digital video advertising.
We’re at the precipice of a new era of advertising where sight, sound, motion and interactivity are united into one robust, surprising, even multilayered brand communication, far beyond the capabilities of a traditional television commercial.
But it’s up to marketers, agencies and publishers to take that leap and jump in.
What makes BizBOXTV the premiere Advertising choice for businesses across Canada?
Two words…. Video Analytics.
No other advertising medium compares with the power of online video advertising.
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“Research suggests that once consumers start watching video ads — purchase conversion rates skyrocket..”
“66 percent who watch videos more than once will eventually purchase something.”
“YouTube, obviously, is the most-watched source of product videos. Facebook — not traditionally known as a video medium — is a huge source of videos, too.”
“Both broadcast and cable television are facing more intense competition from online media, including online video advertising outlets..”
“Ratings declines have some marketers rethinking their ad-buying strategies.”
“Advertisers have seen a significant shortage of ratings, and some are willing to take some money and move it online”As the entire marketing and advertising landscape is in the midst of a huge digital shift, BizBOXTV is in a unique position to work with innovative businesses and brands who want to get and stay ahead of the curve. We have worked with amazing clients in Calgary, Edmonton, Toronto & in cities across Canada and North America over the past four years for their Advertising needs. BizBOXTV is looking forward to growing and evolving with this ever-changing media landscape to be able to offer our clients the most innovative approaches to getting what they want, as well as getting the most value out of their advertising dollars. Our finger is on the pulse of where Calgary businesses need to be these days to get in front of consumers searching for what they offer.
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It should come as no surprise that the prime time for online video viewing is now the same as it is for traditional TV, but now we’re seeing research to prove that out. As more viewing moves to mobile, tablet, and connected TV devices, the amount of viewing that happens online during the prime time hours continues to increase. And according to online video ad startup TubeMogul, brands who serve advertisements during that time are seeing greater awareness and brand favorability for their products.
TubeMogul, which operates an online video ad buying platform, collected data from hundreds of millions of impressions run during a series of top brand campaigns in 2012. It studied the overall lift and effectiveness of those campaigns based on data from its BrandSights product, which provides surveys to viewers who have seen ads that it has delivered.
The survey found the prime time for online video is the same as it is for traditional TV — that is, the hours between 8:00 and 11:00 p.m. every night. Not only is that around the same time that viewers are tuning into online video — the research found that the number of video impressions served peaked at around 11:00 p.m. — but it’s the time that’s most effective for viewers to see branded advertisements.
Clicks do not equal success: Previously, advertisers were mostly interested in whether web video produced as many clicks as banners do. But, “Video is about images that win the hearts and minds of consumers,” not direct-response sales. If a client is sending celebrities to a remote location to a do a beautiful $1 million shoot, they can’t be focused simply on how many click-throughs it generated. It’s more of a brand building exercise. Clients are becoming more sophisticated about this.
Small video players are not OK: Sometimes video ads are run in tiny little players at the side of web pages, where viewers can’t see them. And even if viewers do see them, the graphics — words, logos, etc. — may run so small as to be lost. “It’s nearly an embarrassment [what publishers get away with], they’re smaller than a banner ad. You can hardly see the words. The agencies are simply not paying attention.”
Don’t ambush the viewer: When you’re watching video content, you may expect to see a video ad. But if you’re reading a text-based story and a is playing in an auto-play banner off to the side, the result can be confusing. And advertisers may not be aware that they’re buying a “video” ad on a page not dedicated to video imagery. “It’s just distracting,” Krebs says. “It’s not a bad ad unit in itself, but there should be a different cost attributed to that.”
This is not a commodity business, and prices should not be equal: “If you walk into a Mercedes dealership and point out that a Ford is half the price, it’s a nonsensical argument. Everyone understands that. But somehow in digital no one is ascribing value to anyone but the creme de la creme, like Hulu, ABC,” Krebs says. All other publishers are engaged in a false competition based on price, not audience or content quality.
Don’t ignore the time of day: “This should be common sense. Just because a consumer is looking at a story about sports and they’re a 25-year-old male doesn’t mean they need to see that beer ad at 6 in the morning.” A lot of advertisers just run their video campaigns until their impressions and frequency caps are maxed out, regardless of whether the person on the other end is in a place to be receptive to them. The weekend is different from the workday. Morning is different from night. New York is not LA.
You can’t publish all video the same way: Agencies often talk about brands being publishers but then have zero strategy behind that, Krebs says. Not all video needs to be a 30-second preroll. Old Spice Guy, for instance, was initially a 30-second spot but to get the full effect viewers had to click through to YouTube and see several more minutes, across various videos, as Old Spice Guy responded to various requests on Twitter. Conversely, on niche sites devoted to special audiences, a 3-minute autoplay may be welcome and relevant to viewers. Ford has done a video on how to install a baby seat in a car, for instance. And Crest did one on dental health and pregnancy. Both were longform, Krebs says.
www.oldstrathconamall.com Edmonton Video : Welcome to the Old Strathcona Antique Mall, now celebrating over 16 years operating in the historic Old Strathcona area of Edmonton. We host over 150 antique dealers offering the area’s finest antiques & collectibles. Check our our online antique webstore or come on down to Old Strathcona and visit us!
Over three hundred booths and showcases
Over 27,000 square feet of treasures over two floors
Insurance appraisals available to assess your favourite antiques and collectibles
Stop for lunch in our cafe and don’t forget some of that famous MacKay’s Ice Cream from Cochrane! Come and browse, take a trip down memory lane. Plan to spend the day… you’re going to need it!
The Old Strathcona Antique Mall has been an icon in the Old Strathcona area of Edmonton for more than 15 years. It has a long history of being a destination stop amongst antique lovers throughout Alberta and beyond.
Owned by the mother-daughter team of Betty Reitan and Bobbi Weibel, the Old Strathcona Antique Mall prides itself in the quality of both its antiques and collectibles and its choice of antique dealers.
If you are looking for fine antiques and collectibles, you will find it here. Decorate your home with retro furniture, find that missing piece from your favorite collection or track down great gifts for the antique and vintage collectors in your family. Furniture, fine china, art glass, LP records, toys & collectibles, sports memorabilia, primitives… you’ll find them all here! Two entire floors of quality antiques and collectibles!
We have free coffee upstairs in our cozy Book Nook but if you’re looking for a little more, we also have a cafe with an old-fashioned diner feel. We serve up fresh pie, cookies, muffins, danishes, and sandwiches daily. You can also get soda, coffee, lattes, cappuccinos, milkshakes, floats, and MacKay’s Cochrane Ice-Cream!
If you’re visiting us from out of town and find that must-have piece — don’t worry! We will ship it anywhere! We also offer convenient delivery in and around Edmonton for a reasonable fee.
Get ready to be amazed! Come check out Edmonton’s Antique Mall!
http://www.handwproduce.com/ Edmonton Web Video Production – H & W Produce is a locally owned and operated group of produce stores located in Edmonton. We currently have three locations around the city, as well as wholesale delivery servicing restaurants and grocery stores throughout Edmonton and the surrounding area. Our business is produce, and we do it better than anyone else. Our quality is always top notch, our prices are extremely competitive, and our selection is very diverse. We cater to our customers’ needs and our service is second to none! We are the Consumer’s Choice Awards winners in the Best Produce Store category for 2005, 2006 and 2007. Come on by and see why we are Edmonton’s Best Kept Secret!
From single profile videos just like this one, to sales videos and branded content creation, BizBOXTV has years of experience working with businesses just like yours, looking for a unique and powerful way to tell their stories, increase brand awareness and of course, sales. You are also looking for an incredible return on investment in this changing media landscape. This is why BizBOXTV was created. Video does all that, and more.