Online Ad Skipping: The Surprising Benefits of TrueView

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How is it advertisers can profit without viewers watching the entirety of their ads? That’s the brilliance of TrueView advertising.

TrueView allows YouTube users the option of skipping the advertisement after a mere 5 seconds. Although it seems counterproductive, a recent STRATA consumer report shows that 75% of respondents need only 3 seconds to identify the brand or product of an online video ad, while the other 25% need only one to two seconds.

With that being said, the first five seconds are crucial. It’s important to get right to the point – don’t waste time showing your branding. Instead, experiment with what drives viewers’ curiosity to continue watching the ad.

Benefits of TrueView

Why pay for an ad if no one watches it? The STRATA report also found that 41% of viewers hit “skip this ad” before they recognize the brand or product being sold. With TrueView, advertisers do not pay for an ad unless the viewer watches it, so there’s no need to spend money on an audience that’s not interested.

Since the percentage of ad-recalls for online video ads is much higher than TV (about 34%), advertisers learn which strategies work and which do not. Using YouTube Analytics, advertisers gain insight and track user engagement in order to make the appropriate adjustments. And for those that did view the video, YouTube says that “You can easily build a cookie list of people who viewed your video and use remarketing to show ads to these customers, wherever they are on YouTube or the Google Display Network.”

Online video ads can build a following. This means that once a user watches the video, he or she may continue to view another ad, subscribe to the channel, or share the video with a friend. YouTube uses these Earned actions to provide data about the relationships between its viewers and the advertisers, allowing the latter to develop and expand their ad campaign.

Feeling inspired? Create your own video ad in minutes with Viddyad.

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Facebook’s Q1 Earnings Report

While Facebook’s revenue amounted to less than expected ($3.54 billion rather than the $3.56 billion in revenue expected by analysts), its mobile video ads proved to be a massive success. Mobile ads have increased the company’s revenue and its share price this quarter.

Video ads gained a lot of attention in the quarterly report, with it being revealed that a whopping 4 billion videos are watched on the platform every day.

Sheryl Sandberg, facebook chief operating officer spoke about the benefits of video ads for SMBs at the conference.

“I think all marketers have the opportunity to do video and that’s pretty exciting, including SMBs (small & medium businesses) who would never be able to hire a film crew and buy a TV ad. We’re seeing those put video in. Over 1 million SMBs have posted videos and done really small ad buys around them. And that’s pretty cool because I don’t think there are probably 1 million advertisers who have bought TV ads in that same period of time.”

The popularity and accessibility of Facebook’s video ads means that businesses and advertisers who can’t afford professional TV advertisements, can obtain massive reach by creating a simpler video ad and posting it to Facebook. If you want to try out creating a free video ad for yourself, check out Viddyad. Let us know what you think too. We’d love your feedback.

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Twitter Tests Auto Play Video Ads

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Facebook introduced it in 2013, and now Twitter also wants to reap the benefits of auto-play by testing it on some of its videos. Initially Twitter is testing this limitedly; those in the US with iPhones and iPads will begin to see some videos play automatically on their newsfeeds. Similar to Facebook, the video will play without sound until the user decides to press ‘play’, introducing sound and a larger screen.

Twitter wants to determine whether people are more likely to actively click play and decide to watch a video, or if they would pay more attention to a video that they see playing automatically as they scroll through their feed.

The company’s testing doesn’t apply to all types of videos uploaded to Twitter. Videos from the 6-second video app created by Twitter and Vine videos will not be trialed for autoplay. The testing will however apply to promoted videos from the site’s Amplify program that is used by companies to distribute their videos to audiences outside of their following on Twitter.

When it comes to counting views, Facebook considers a video viewed after it has played for 3 seconds. So far Twitter counts a video as viewed once the play button is clicked. If a video ad is eye-catching, a viewer is more likely to have their attention grabbed and to continue watching a video once they see it playing. But of course you knew that right?

Try it out for yourself. Create a free video ad at viddyad.com today and post to Twitter.

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#Mobilegeddon – Google Changes Algorithm April 21st 2015

Google SEO update - Viddyad Blog

Google changed its algorithm on April 21st, so if your site isn’t mobile friendly now, you should join the #mobilegeddon movement if you want to keep your mobile search engine rankings.

Google’s announcement of this change means that mobile-optimized sites will be given preference over non-mobile-friendly sites, directly impacting their search engine rankings.

So, why is this important for your business? Well, roughly 50% of all Google searches come from mobile devices. The number of people using smartphones and tablets to carry out online tasks is constantly growing. It’s crucial that a user gets just as good of an experience visiting your site from their phone as they do from their computer. Makes sense, right?

Find out here if your site will be affected by the upcoming changes. If it didn’t pass the test, fear not, you can follow Google’s simple steps to make your site mobile friendly. Also you can always add video to your site of course – as sites with video on their landing pages are 53% more likely to get seen by Google than static sites.

Of course you can find more on that here on our blog or at Viddyad.

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YouTube Make Video Autoplay Default

YouTube make autoplay default - Viddyad blog

As is often the case with a new feature being introduced, it is met with uncertainty. With YouTube’s default autoplay, however, users have come around to it and realized its benefits pretty quickly. The user has the option to disable the autoplay function simply by un-selecting the option from the sidebar, but when autoplay is embedded, one of the ‘suggested videos’ will play next.

There are definite upsides to the new feature. Google will save your viewing history and will provide your suggested videos accordingly. Before the autoplay feature automatically plays the next suggested video, there will be a 10 second countdown, in which you can pause the video if you wish to leave a comment or you can begin typing in the search bar which will cause the countdown to pause.

The feature will lead to users staying on the site for longer, with videos continuously playing that are tailored to your taste. This is a benefit to YouTube as well, and puts them back in the game with Facebook who already have default autoplay and Twitter who have begun testing it.

These efforts towards audience retention for videos and video ads is good news for marketers as now there is a growing number of channels that videos can be advertised on.