Tag Archives: OTT

OTT video ad spend up 18-fold

Findings from video ad serving platform SpotX, reveal explosive growth in global OTT video advertising spend across its platform. The OTT video category includes broadcast-quality inventory from TV networks, Multichannel Video Programming Distributors (MVPDs) and other live, linear and VoD streaming services delivered via connected TV devices as well as desktop and mobile screens.

SpotX’s data revealed that the portion of overall ad budgets spent with OTT inventory owners increased from 8 per cent in October 2016 to over 26 per cent of total spend for October 2017. This equates to nearly 18x growth in advertiser dollars spent on OTT inventory owners year over year in October. As the holiday ad spend push continues, OTT is expected to account for around 30 per cent of video ad spend by the end of 2017, pointing to a macro-level growth trend that shows budgets adjusting in favour of OTT streams as consumers increasingly view content across devices.

“We’ve seen DSP partners increasing their focus on OTT in response to a shift in consumption habits,” said Kelly McMahon, VP of Global Demand Operations at SpotX. “By making addressable OTT inventory available to buyers through their platforms, they’re placing themselves ahead of the curve in terms of innovation and enabling advertisers to reach audiences across multiple screens at scale.”

Of the 65+ DSPs buying through SpotX’s platform, Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp and ZypMedia are leading growth as the top platforms transacting on OTT inventory. Since January of this year, their collective daily spend on the category has grown by more than 675 per cent.

“The key to buying across video channels, including OTT audiences, is taking a holistic view of the data that can be made available; specifically: linking consumption behaviour, or what people watch, to digital activities, or what they do online, along with ad exposure data,” said Jay Prasad, Chief Strategy Officer, VideoAmp. “As a purpose-built platform for the converging linear and digital worlds, we are enabling these data assets to work in concert to deliver better scale and efficiency for advertisers.”

“Streaming live TV is now mainstream behaviour, opening the door for advertisers to capture today’s young, affluent, hard-to-reach consumers who aren’t subscribing to traditional cable TV,” said Adam Lowy, Head of Advertising Sales for Sling TV.

How To Use YouTube For ECommerce Sales

Video marketing works for every sector and especially eCommerce sector can go with the better results by concerning the video as their key in marketing strategy. YouTube platform is more than the social for networking platforms which provides the marketers with a possibility for the interaction and reach the customers.

YouTube video ranks at the top place in search engines. So, being an eCommerce YouTube marketer itself brings advantage to the eCommerce marketers online. eCommerce is a growing sector of the web.

There is a huge competition across the various marketing places like Amazon, Flipkart and many other e-commerce shopping sites. It becomes challenging to grab the consumers’ attention towards your new e-commerce site from this competition.

Ways To Use YouTube For ECommerce Sales
YouTube is the best destination to increase the visibility of your eCommerce store online. YouTube videos has good ranking on major search engines especially on Google search engine. Here are some best ways to get more sales leads using the YouTube for eCommerce.

Go with short video content:

YouTube platform provides the eCommerce marketers with various types of ads such as TrueView ads, Banner ads and much other type of ads which can helps your eCommerce business to drive sales.

The short video content has the better engagement with the audience as the audience doesn’t like to watch the long form of content.

Create YouTube channel for your brand:

Create branded YouTube channel with perfect logo and design of the channel along with the attractive and interesting Metadata which plays a great role in achieving good exposure and reach. So, always go with best keywords to get good exposure.

Make frequent uploads and cross promote your eCommerce site:

Upload the videos frequently and get impressive impression from the viewers. Cross promote your eCommerce video link on to the various social media platforms like Facebook and encourage the audience to get connected with your YouTube video.

The Shoppable videos:

Shoppable videos are the new trend today. YouTube was allowing the marketers in creating the Shoppable videos which has greater demand and good results on YouTube platform.

The Shoppable videos can increase the sales of your eCommerce as they can directly take the customer to your site landing page after the user clicks on to the product in the video itself.

How To Increase YouTube Visibility For Your ECommerce Store

YouTube curates quality videos for its users basing on the relevancy and the quality as the main considerations. So, it is important to maintain the relevancy and the quality of your videos to get identified among the millions of YouTube videos on the YouTube platform.

eCommerce YouTube marketing was in practice by some millions of eCommerce stores with a variety of videos and ads. So, here are some ways to increase your visibility for your eCommerce stores. Here are the Ways to increase visibility using the YouTube.

Create a Channel for your eCommerce stores:

Create a separate channel for your eCommerce store by creating best background, titles, description of the channel while creation. This will have an impact on the visibility on Youtube.

Use Google paid advertising services:

By using the Google AdWords, you can make your video searchable in the search engines which can helps you to increase the visibility levels. Include appropriate AdWords in the description and the video titles and tags which can helps you more.

Create and upload product related or services related videos with the name of your eCommerce stores:

Create product videos by explaining your products and the services to the viewers in a different interesting ways and capture their attention.

Include your eCommerce stores URL in videos:

The audience can click on to the URL to know more about your eCommerce store if they like your videos on Youtube. So, there are good chances to get visibility.

Increasing Of Sales With ECommerce YouTube Channel

Ecommerce companies were looking forward to raise their sales. an official channel of the business can help them towards their target in which they can approach with the trailers of their channel innovatively to attract the audience towards the trailer which can leads to brand awareness in the people.

The channel helps the eCommerce to market their products with different types of videos to increase the branding and sales.They can also add different YouTube channel art along with the graphical content for the explanation of their brands on YouTube.

The channel description also very helpful for the marketers, YouTube can give the options to share towards the cross platforms which is a good opportunity for the marketers to share their trailers and product related videos to the wide range of audience on the web.

read more here: www.reelnreel.com

Study: Consumers resist paid live streaming

Despite predictions that live streaming television was going to be one of the hottest features in 2017, interest in this service has fallen flat. StreamOn, a new Cogent Reports study by Market Strategies International, has found that only 11 per cent of all streamers pay for live streaming television.

Nearly a dozen new name-brands entered the video streaming market in 2016, and virtually all of them offer and highlight live video streaming. With the exception of sports and news, Market Strategies International research shows that viewing live content is not in high demand as it is currently offered.

“TV providers are failing to recognise that the habits and needs of the viewer have dramatically changed, and the old rules of television no longer apply,” noted Greg Mishkin, vice president of research and consulting at Market Strategies. “TV providers must evaluate and revise the business model to fit the needs of the consumer, because if they don’t they are setting themselves up to fail.”

This customer experience research shows that nearly three-quarters (73 per cent) of the population use streaming services and nearly one-third (29 per cent) of those who stream have either cancelled or downgraded their traditional TV services. According to Market Strategies International, this signals a dramatic change in how television is sold. The most successful streaming companies are the ones that have gone outside the components of the traditional pay-TV format: broadcast channels, scheduled live programming, and programming guides, with Netflix currently the leader in the video streaming industry, setting the bar for other streaming providers.

“While Netflix has the highest use rate and share of wallet by a long shot and is the provider to beat—there is not a clear winner yet. None of the current providers has cracked the code on what consumers want,” continued Mishkin. “However, the research clearly shows that the strength of the leaders is due to their ability to break free from the old rules of TV.”

Snapchat is The Next Must-See TV Network

by Anupam Gupta

Snap was recently in the headlines with disappointing financials for its second quarter in a row, but the company is already one step ahead thinking of ways to overhaul the app to make it easier for consumers to engage with and use. Rethinking the way Snapchat works could open up a huge audience of new users – or, even better, a new purpose for the platform.

Today’s marketers (and investors) are looking at Snapchat as a social media platform versus taking into consideration Snap’s advancements in other areas of technology, such as augmented reality and original content. These characteristics resonate best with TV, so why aren’t we comparing it more to the big screen? Recent deals with top TV networks, such as Turner, NBCU and Discovery Communications, suggest there is a strength beyond what meets the social-media eye.

I’m not the only one seeing this angle. Industry experts from Forrester suggest that Snapchat could compete with the likes of Viacom’s networks, including VH1, Nickelodeon and Comedy Central, which generated $4.8 billion in ad revenue last year. And recently, the Television Academy signed a three-year contract to expand coverage by creating Snap Stories that capture personal and behind-the-scenes moments at the Emmys.

To put Snap in the proper context, think back to the era of “Must-See TV” where families sat down at the same time each night to tune in to the most-watched, most-popular TV show of the time. It was much easier then for brands and advertisers to operate. Brands could showcase their new product or service to people who were fully engaged in one program for a specific amount of time, and they could do so without multiscreen distractions. It was the era of putting great creative in front of a large audience, in an attempt to convince some of them to add the product or service to tomorrow’s shopping list.

We’ve gone a little off course since then, thanks to the evolution of multi-screening, streaming and recording and on-demand services. These advancements have been great for consumers, but have in turn made the jobs of many TV buyers a lot harder, nearly stripping them of the control they once had. Until now.

With Snapchat, everyday users, publishers or celebrities can post their own content in real time to millions of global viewers who are constantly scrolling through their feeds searching for their next unwatched story. It’s addicting. And it’s keeping users’ attention on the small screen at a time when 47% of millenials and Gen Xers are unreachable by traditional TV measurements.

So what does this mean for advertisers? Don’t treat Snap like a social network. The same creative that works on Facebook and Twitter will not work here. The ad format is different. The audience is different, and the context is different. Think about what engages people on the big screen. It’s about storytelling. Brands must bring their best sight, sound and motion, and pack it in under 10 seconds.

Furthermore, measurement of Snap Ads should be more akin to television. Think about reach and frequency against the target audience. Track engagement rates and benchmark against video ads on other channels.

read more here: adexchanger.com

Disney is about to go to war with Netflix

Disney may be closing in on a media-industry-rocking deal to acquire a collection of assets from 21st Century Fox. CNBC reports that a deal, which would include Fox’s movie studios, could be announced as soon as next week.

The deal comes as media companies look for ways to survive as consumers shift their attention to ad-free streaming services from Netflix and Amazon, cut the cord in increasing numbers and spend an inordinate amount of time glued to mobile screens and social media.

Disney’s already declared that it is going to war with Netflix by launching its own streaming service. Already Disney has some big assets to offer subscribers to this potential service, including movies made by its own studios and the rights to mega-hits like Star Wars. But it’s going to need as many big guns as it can get in that fight. If the future is less about cable bundles and classic TV advertising, and more about bringing content directly to paying subscribers, giants like Disney can’t stand pat. That’s where Fox comes in.

As one industry observer put it, “nobody knows what the business model of the future is. But if you have a lot of content, you’re either going to get people to pay for it, run ads in it, or license it to somebody. So this is a pretty good hedge for Disney.”

read more here: www.cnbc.com

Meet THEA, Atlanta’s OTT Service Highlighting Local Creators And Community

THEA isn’t your typical video network. It’s a place where you can journey through engaging, inspiring work from Atlanta’s real-life creators — whether that be documentaries or mini-series or music videos. It’s a local platform, but it’s also a community for creative talent.

A play on “The A,” a popular nickname for Atlanta, THEA includes familiar Atlanta brands, such as TechStars, How Stuff Works, ReImagineATL, Serenbe and Ideas United, plus content creators such as Motion Family, Friendly Human and Blossom. New videos will be uploaded regularly, and new channel partners will continue to grow a robust catalog of content for THEA’s official launch in 2018 and beyond. THEA currently includes 15 channel partners with more than 150 videos in categories like entertainment, music, food and technology. TheA is a great example of a local OTT station.

50% of Brands see Video as Key Driver of Further Programmatic Investment

The ability to connect with audiences via programmatic video advertising is seen as a key driver of further investment in programmatic advertising by 49 percent of advertisers, compared to 19 percent last year. The data was release today in IAB Europe’s ‘Attitudes to Programmatic Advertising’ report which highlighted several other changing attitudes, showing that advertisers and agencies are becoming more aware of programmatic trading’s benefits beyond targeting efficiency, programmatic stakeholders are increasingly keen to take programmatic in-house, and most players are quickly adopting new metrics to measure their programmatic campaigns.

IAB Europe’s report surveyed over 700 participants from a mix of advertisers, agencies and publishers to gauge their views on programmatic advertising. Targeting efficiencies have always been reported to IAB as the dominant drivers of programmatic investment, and this remains the case this year with 71 percent of advertisers and 78 percent of agencies listing it as such. For publishers, client demand remains the highest motivator for investment, with 71 percent of publishers calling it a key driver. But this year’s results showed increasing awareness of other benefits of programmatic across the board. Brands are much more positive about programmatic video’s potential than last year, positivity that has followed a 155 percent increase in programmatic video investment in 2016. More brands and advertisers than last year listed campaign flexibility and reduced media wastage as key business impacts of programmatic trading, and more publishers than last year cite increased control of inventory and increased media value as key impacts.

While the report listed brand safety as a dominant barrier to investment, it is still not the primary concern despite its prominence in the news. Lack of talent, cost of technology and fee transparency were all listed as barrers by more brands than brand safety was. Meanwhile more agencies are worried about lack of talent, the difficulty of training people adequately, and quality of data than are worried about brand safety.

Whatever barriers do exist though, they’re not preventing high levels of investment as 88 percent of advertisers, 93 percent of agencies and 88 percent of publishers are planning to increase their investment in programmatic advertising over the next twelve months.

As investment increases, companies across the board are increasingly taking their programmatic trading in-house. This is most evident among advertisers where 23 percent now say they handle programmatic operations in-house, compared to 16 percent in 2016. This trend is set to continue too, as 56 percent of publishers and 46 percent of advertisers that don’t already have an in-house strategy state that they are planning to develop one in the next twelve months. The biggest barrier here remains a staffing one; both sectors list hiring people with the rights skill set and training people adequately as the top two challenges of an in-house strategy.

read more here: videoadnews.com

What advertisers expect from online video in 2018

Despite placing great faith in online video as a means of connecting with audiences in the near to mid-term future, marketers are largely unsatisfied with their advertising strategies in the space thus far.

A survey released today (November 28) indicates that only 6% of marketers would currently characterize themselves as “innovators” when it comes to their use of online video. Albeit the vast majority want to improve their efforts in the space, with 80% of correspondents reporting that they will increase their video advertising efforts in 2018.

The report, entitled “Where are Brand Marketers Taking Their Video Strategy in 2018?”, was conducted by video adtech outfit Innovid along with Brand Innovators and queried 140 marketers on their attitudes around their own brand’s video advertising strategy. This included: their attitudes around data integration; how they assess their success; as well as their video advertising plans for 2018.

Participants in the survey cited three principal reasons for their comparative company’s lack of leadership in the video advertising space, primarily a lack of: budget; in-house expertise and prioritization across the wider organization.

Marketers cite funding as the gating factor in video advertising volume for the vast majority of marketers, although 79% of participating companies will increase their video advertising efforts in 2018.

Facebook and YouTube currently dominate when it comes to advertisers’ video ad spend, while OTT video platforms – such as Hulu and Roku – currently account for 9% of video ad spend. Ad spend on such formats is expected to increase “significantly” in the 12 months to come.

The survey also found that interactive TV ads are currently underutilized because there is a general lack of knowledge about the capabilities that current video advertising technologies provide, according to the findings.

It also found that 90% of marketers understand the value of using digital key performance indicators (KPIs) when it comes to measuring the effectiveness of an online ad campaign, as opposed to using more traditional KPIs.

However, 35% of marketers rely completely on their media agencies when it comes to online video advertising expertise, according to the study. It also suggested that marketers are largely are uninformed about the costs associated with deploying customized video ads, with 45% reporting that they don’t believe that creative can be customized into hundreds of variants for less than $20,000.

Beth-Ann Eason, Innovid, said that brands need to select partners with expertise in video marketing strategies in order for them to solve real business problems through data-driven creative campaigns with concrete measurement and results.

Eason stated: “Many marketers seem to be coming down hard on their own video marketing efforts, but it is also clear that there is so much untapped potential and optimism about video marketing and its impact on consumers to be harnessed in the year to come.”

read more here: www.thedrum.com

Study: Ad Insertion Placement Costing OTT Publishers Big Revenue

Over the Top (OTT) streaming services offered up by subscription and advertising video on demand (SVOD & AVOD) companies risk significant revenue seepage as a result of a poor advertising experience, new research has found.

New research by Stable Research of 1,000 consumers of streamed video content in Australia found almost 46 per cent of viewers would switch off as a result of poor ad serving; with a further 28 per cent saying they would only tolerate poor ad insertion if the show were something they were desperate to watch. Only eight per cent would tolerate poor ad serving.

The research was commissioned by OTT streaming technologies, Australian-based Switch Media, which late last year expanded into the US market off the back of keen interest from global OTT players.

Switch Media co-founder and CEO, Christopher Stenhouse, said while streaming services have taken off throughout the world, the research shows that consumers are unhappy with the way advertising is served across the variety of services on offer.

“Four in 10 respondents had advertising insertion as one of their major complaints of streaming services,” Stenhouse said. “The only issue that was cause for greater complaints was buffering.

“The dissatisfaction is something we believe is a universal problem particularly where client-side ad insertion is used. With this insertion method, the latency often results in an ad being served too late or too early.

“Server-side ad insertion, such as our AdEase technology, delivers a seamless, TV-like experience that defeats ad blockers and provides a more reliable play out of complete ads, therefore eliminating much ad-frustration by consumers.

“The research is clear; if consumers are frustrated by the way advertising is inserted, they will switch off and, as a result, broadcasters will be forgoing significant revenue.”

The results also showed:

Only one-in-five consumers are opposed to advertising being shown on streamed services, with 43 per cent saying while they don’t like advertising, they tolerate it;
And most consumers (61 per cent) preferred advertisers to play longer advertising as opposed to a number of shorter adverts.

Stenhouse said Switch Media’s breakthrough AdEase technology avoids the need for a client’s ad enabled media to be re-ingested into Switch Media’s system before delivery to the viewer’s device, unlike other server-side solutions in the market.

read more here: www.bandt.com.au

VidMob Wants to Make Human Creativity Scalable

VidMob, a video creation marketplace which announced this week that is has raised $7.5 million in funding, is seeking to make the process of video creation easier for marketers. The platform connects brands to people with skills relevant to video creation, and its founder and CEO Alex Collmer believes it meets a demand from agencies and brands to be able to produce high volumes of video content in a short space of time. While some companies are experimenting with using AI to create multiple variants of one piece of content, Collmer’s platform attempts to tackle the problem of mass video creation by making human creativity more scalable instead.

Brands and agencies who upload their brief and assets onto VidMob’s platform choose individuals from a curated list take on the various aspects of the brief. The chosen participants are effectively then hired by the brand or agency, and will work with the client through a workflow interface to create a video ad to their standards. The platform is also available through an API available for ad tech partners to include in the creative services they offer.

Collmer says VidMob was a response to what he sees as a change of the internet from being a text-based platform to primarily video based, requiring brands to create video ads on a much larger scale than they had previously, while retaining a high level of quality. “Our view was that brands were not going to be able to create emotionally resonant, effective video communications algorithmically, but ultimately that was still going to have to be a human based endeavour,” he told VAN.

Vidmob steers clear of the competition model used by similar video creation platforms whereby creators compete to win a brief; instead clients choose from a curated talent pool, based on their previous work and VidMob’s recommendations. Collmer says this process allows his company to perform a sort of incremental quality control, constantly assessing the capabilities of the talent pool, which allows creators to specialise in certain areas and improves the efficiency of the system.

Much of the talent will specialise in optimising content for a particular social media platform. Demand has been heaviest for social video, with brands looking to optimise their content for different platforms, and VidMob’s partnerships with platforms like Facebook and Snapchat allows it insight into best practices for creating content these platforms. “We work as partners with agencies where they’re still going to make a singular, beautifully produced asset, and then they turn to VidMob to take that asset and turn it into 20 testable variants on Facebook,” explained Collmer. He says that his company creates more video ads for Facebook, Snapchat, Pinterest and Twitter than anyone else in the world, and that around 50 percent of the work done for Facebook and Snapchat is turned around in 48 hours or less. This demand is largely driven by platforms sending advertisers Vidmob’s way, but as GroupM’s UK marketing forecast outlined earlier this week, brands might soon be incentivised to make their content ‘fit for platform’ over the coming year as digital ad costs look set to rise.

These partnerships with social media platforms also give VidMob access to analytics data, which can then be used to monitor which ads are performing well, and react to data in real time. Collmer believes we are entering a world where “the asset becomes a liquid experience that evolves over time.”

read more here: videoadnews.com