Broadcast-television ratings have dropped sharply this season. And that, combined with the weak economy and competition from other media, augurs badly for the spring ad-sales market, ad buyers and analysts say.
More TV ad dollars are expected to move to cable channels, a shift that has accelerated in the past couple of years. But both broadcast and cable television are facing more intense competition from online media, including Web video outlets.
Ratings declines have some marketers rethinking their ad-buying strategies, ad buyers said. Some are expected to shift money to cable channels, they said. While ratings have declined at some cable channels, ad prices on cable tend to be lower than on broadcast TV, according to ad buyers. In some cases, the Web could take a share of those dollars. “Advertisers have seen a significant shortage of ratings, and some are willing to take some money and move it online,” said John Muszynski, chief investment officer at ad company Publicis Groupe.
Calgary Video: “AUDI DRIVE” … It’s Your Turn Calgary!
Are you ready to get your Audi Drive on, Calgary?
In the fourth edition of our passion-fueled “Audi Drive” videos, we hear from one of our great Audi customers who shares his passions for this great city… as well as some of his great business success tips & we find out how his Audi fits into his lifestyle. “My Audi A4 is there for waiting for my next ride; my customers understand that the brand promise of Audi is something I try to capture in my business.”
Audi Drive… its YOUR turn!
The Spring has Vorsprung Sales Event is now on at Glenmore Audi & Royal Oak Audi dealerships in Calgary. With savings of $2750 on every instock model and low finance and lease rates… it’s time to get your Audi Drive on in Calgary.
How effective is video advertising on the web? Conversion rates for regular web ads can be tiny — 1 percent or less.
But recent research suggests that once consumers start watching video ads — especially videos that include product demonstrations — purchase conversion rates can skyrocket.
More than half of consumers feel more confident in their purchases after watching an online video, and 66 percent who watch videos more than once will eventually purchase something, according to stats compiled by eMarketer.
“Fully 85% of those polled said they would watch a video that educated them about a product they were interested in for at least 1 minute. However, the percentage of customers willing to spend a minute watching a video that specifically lacked a demonstration dropped to 65 percent,” eMarketer wrote.
It’s no surprise where viewers are seeing these ads. YouTube, obviously, is the most-watched source of product videos.
But Facebook — not traditionally known as a video medium — is a huge source of product demo videos, too.
According to a May 2012 survey by Google and Compete (the online traffic measurement service), apparel shoppers turned to consumer-generated video content even more than marketer-produced video.
And how do people feel about these ads? They like them, a lot.
The Google/Compete survey showed that 25 percent of online shoppers who used video for research made multiple purchases; whereas only 16 percent of other shoppers who did not use video.
Calgary Video: It’s time to get your “AUDI DRIVE” on!
This Spring… make success your mantra, Calgary!
In the first edition of our great “Audi Drive” videos, hear one of our long time Audi customers share his passion for life in Calgary… hear him speak his business success mantra & discover how his Audi fits into his lifestyle… because that’s what it’s all about.
Want to get your Audi Drive on, Calgary? Now is the perfect time: The Spring has Vorsprung Sales Event is now on at Glenmore Audi & Royal Oak Audi Dealerships in Calgary. With savings of $2750 on every in-stock model and low finance and lease rates… it’s time to get your Audi Drive on in Calgary.
Calgary Video: “AUDI DRIVE” It’s Your Turn!
This Spring… make success your mantra, Calgary!
In the second edition of our “Audi Drive” videos featuring successful Calgarians, hear one of our long time Audi customers share his passions for life and business… hear him speak his own success mantra & discover how his Audi(s) fit into his diverse lifestyle. *He has THREE! 🙂
It’s time to get your Audi Drive, Calgary!
… & Now is the perfect time: The Spring has Vorsprung Sales Event is now on at Glenmore Audi & Royal Oak Audi dealerships in Calgary. With savings of $2750 on every in-stock model and low finance and lease rates… it’s time to get your Audi Drive on!
Calgary Video: “AUDI DRIVE” – Make Success Your Mantra!
This Spring… make success your mantra, Calgary!
In our third edition of our awesome “Audi Drive” videos featuring successful Calgarian customers.. we hear from Colleen Pound! Watch to discover what Colleen has to say about life in Calgary… her business success tips.. and what driving an Audi has meant and means to her.
“Audi Drive”… its YOUR turn!
The Spring has Vorsprung Sales Event is now on at Glenmore Audi & Royal Oak Audi dealerships in Calgary. With savings of $2750 on every in-stock model and low finance and lease rates… it’s time to get your Audi Drive on in Calgary.
www.mathletics.ca Mathletics is an online program that teachers use in classrooms to help make learning math more fun and engaging for their students. Mathletics is the next generation in online math learning platform, helping students enjoy math and improve their results.
www.fabricdepot.ca Fabric Depot is Calgary’s largest retail fabric store. We have been around since 1984 as a drapery and \ upholstery fabric wholesaler selling exclusively to drapery and upholstery fabric shops throughout Western Canada and parts of the United States. After turning away retail customers for almost a quarter century we have recently opened our doors to the public. The result of this family-run business is a knowledgeable and friendly staff that is always ready to help guide you through our two floors of beautiful high quality fabrics, trimmings, and notions offered at cheap wholesale prices.
Some of the many materials we carry are sheers, jacquards, fleeces, felt, flannel, cotton prints, vinyl, outdoor / waterproof fabrics, laces, embroideries, chenille, satins, broadcloth, linen, taffeta, silk, spandex, velvet, ultra-suede, wide width fabrics, quilted fabrics, corduroy, fun fur, chiffon, tool, muslin, canvas, and much more. Also, our beautiful selection of trimmings are second to none. We have the largest selection of any fabric shop in Calgary and are one of the largest fabric stores in North America. Our collection of materials come from areas such as Italy, the United States, Canada, Europe, and Asia.
Calgary Website Video: Put Your Best Face Forward
What do people want? To connect.
Marketers know that emotion plays a massive role in getting a message across. Consumers choose and stay loyal to certain products and brands because of how they make them feel – and what they broadcast about themselves.
It’s no surprise that re-purposing TV commercials online is not nearly as effective as creating Web video content specifically for an Internet audience. With high-quality video more affordable and more accessible than ever before, you’d be hard-pressed to find a better way to connect with potential customers.
A few of video’s main benefits include:
Video makes your website and e-mails ‘sticky’
The longer that someone spends time learning about your product or service, the more likely he or she is to become a customer. Video also works great when it’s delivered by e-mail too, even if it is just a click-through link. See:, for instance, Embedded video lifts conversion rate 50 per cent . More video equals more sales.
Let video fast-forward your way to success. According to MarketingSherpa : “Putting video on websites has been a huge success. Marketers gave us hundreds of great examples touching on dozens of ways in which adding video to their site has had a positive impact on sales, lead-generation, use of the site, and improved customer relations”.
Whatever can be said through text can be better expressed through Calgary website video. If a photo is worth a thousand words, video is worth many, many more.
Video is awesome for SEO
Studies have shown that Calgary Website videos are 50 times more likely to appear on the first page of search results. “Not only are video results increasingly common in Google’s search results, but your videos stand a much better chance than your text pages of being shown on the first results page,” says Nate Elliott at Forrester, a global research and advisory firm.
Search engines offering video as part of integrated search results lend themselves to obvious benefits. With YouTube being the second-largest search engine, it just makes sense to have a presence there.
They key is to make sure your uploaded videos are listed using the correct words you want your business to be found by.
Video is delivered ‘on demand’
No matter what use you find for video, it is easily experienced on demand. It’s like being able to deliver your best sales pitch 24/7, and to a worldwide audience, at that.
Companies are using video to their advantage in so many ways:
- Corporate profiles
- Client testimonials
- Sales presentations
- Product introductions and demonstrations
- Calgary Website Video FAQ’s
- Team bios and profiles
- Q & A expert series
- Original Web TV content
- Video blogs
- Event promotion and coverage
- On-location events and tradeshows
- Recruitment and training
- Executive and staff presentations
- Video press releases
As well, video is the No. 1 way to connect with people via social media, with video links being shared more often than any other types of content, such as articles or photos.
If you’re tweeting or on Facebook, you should definitely consider rolling video into the mix of your engagement strategy.
If you’re a camera-shy business owner, you may have to work to get over it. With much of business being about trust, it’s no wonder why videos featuring CEOs outperform those that do not feature them.
It’s time to put your best face and your brand’s best message forward via video, and start to reap the benefits.
182 million US internet users watched 38.7 billion online content videos in December, while video ad views totaled 11.3 billion,according to the comScore Video Metrix.
Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in December with 153 million unique viewers, followed by Facebook.com with 58.8 million, Vevo with 51.6 million, NDN with 49.9 million and Yahoo! sites with 47.5 million.
Nearly 38.7 billion video content views occurred during the month, with Google sites generating the highest number at 13.2 billion, followed by AOL with 692 million. Google sites had the highest average engagement among the top ten properties.
The December 2012 YouTube partner data revealed that video music channel Vevo maintained the top position in the ranking with 50.5 million viewers.
Fullscreen climbed into the #2 position for the first time with 31.1 million viewers, followed by Maker Studios Inc. with 30 million, Warner Music with 26 million and Machinima with 26 million.
Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (68 minutes per viewer) followed by Maker Studios (44 minutes per viewer). Vevo streamed the greatest number of videos (565 million), followed by Machinima (503 million).
Other notable findings from December 2012 include: 84.9% of the US internet audience viewed online video.
The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 22.6% of all videos viewed and 1.9% of all minutes spent viewing video online.
The year 2012 was pivotal in many ways, introducing online trends that can’t be ignored. Nielsen’s State of the Media: The Social Media Report 2012 highlights the shifts we saw in 2012, as well as the predicted impact they will have in 2013.
Social media is more popular than ever and having a presence and content strategy is becoming more and more critical for businesses. Wondering where your business’s New Years Resolution focuses should lie? Read along:
If you have a small business, you know you should be present on at least one platform. With Twitter boasting about 500 million IDs and Facebook recently reaching the one-billion user mark, these are two options you shouldn’t ignore. Not sure where to begin? Check out my previous column “There’s so much social media, where do I start?” It’s well worth investing time to solidify your “why” before you begin to make sure it’s done right, the first time around. If you already have a presence, now is the time to finetune your strategy and brand’s presence based on the results you want to see.
Storytelling and content creation
Content is still king, and will continue to be for some time. If you’re a business owner who uses the Internet to gain additional exposure and customers, make this year the one you begin to at least explore creating content for your business. From regularly posting articles on your blog to regular web video releases, the more content you create, the more of an expert in your field you are likely to be perceived as in the marketplace. Every business has stories to tell. What’s your story and how are you telling it? You can read more on the power of storytelling here in one of my previous columns. Make 2013 the year you tell your story, and tell it well.
While content is indeed critical, you need to have consistency of distribution to really make it count. Whether we’re talking about posting updates on Facebook or the number of blog posts or videos you put out every week, you need to come up with a plan, and stick to it. Schedule editorial time every week to ensure this critical part of your marketing strategy doesn’t get shuffled to the back. A consistent schedule paired with great content can increase not only your exposure but your social media followers, readership, subscriptions and traffic. Sounds like a lot of work? It can be, but the return on investment is worth it.
Now that you’re committed to using social media more effectively and have created a content creation schedule, it’s time to commit to engagement. This means engaging with your existing networks and jumping into new ones to expand your own community. Encourage people to comment on your content and jump in on other conversations as well. Ask questions, encourage dialogue and be sure to reply in a timely and thoughtful way. Be real. Authentic engagement is the only way to go online if you want to see real results.
As we’ve experienced throughout 2012 , increases in mobile, web video and social media use top online behavioural shifts. As 2013 ramps up, it’s critical for businesses owners to think about how to take advantage of these trends.
Special to The Globe and Mail
Lisa Ostrikoff is a TV journalist/anchor-turned-creator of BizBOXTV , a web video and social media marketing agency.