Video Sharing

Mobile Video Sharing in the Spotlight at Twitter’s Q4 2014 Earnings call

“Good day, ladies and gentlemen and welcome to the Twitter Fourth Quarter Earnings Conference Call”. The attention of some of Twitter’s leading members along with many conference call participants, was grabbed with these words which signified the beginning of CEO Dick Costolo’s Q4 2014 Results-Earnings call. Also in attendance were Krista Bessinger, Senior Director, Investor Relations and Anthony Noto, CFO.

During Twitter’s Q3 earnings call and again at their Analyst day, among the three main features discussed was the creation of an ecosystem of new applications and services, perhaps such as an app marketplace, and the instruction of better media creation and consumption. In Q4 Twitter launched and began testing ideas in native mobile video. Costolo commented that he believes video and mobile video sharing will reach the same scale of creation and consumption as photos.

Twitter’s first encounter with video was with Vine. This process of creating and sharing short videos remains very popular with Twitter users, with over 1.5 billion Vine loops each day.

The company have also been using publishers and advertisers to bring videos to the site in recent months. Expansion efforts into SMB media channels are continuing to pay off, with a growth rate continuously outperforming overall growth of their own ad business.

The social network’s video findings show us just how popular videos are with its users. The most recent addition to its media strategy was the introduction of native mobile video to all Twitter users. With this addition, users can now capture, edit and share videos right within the Twitter app. The goal is to make native mobile video fast and easy.

We will no doubt be seeing continuous investment by Twitter on the mobile video front, with CEO Costolo stating that he will personally be investing a good deal of time in this area.

Mobile Video Sharing

Television production concept. TV movie panels

Video Uploads Arrive on Twitter

After months of speculation, Twitter’s video upload functionality is finally here. How does it work, what can you do and what impact will it have?

Video in 2015

2015 is already being hailed as the year of video advertising. With Facebook making huge strides to take on YouTube and the exponential growth of online video, Twitter needed to upgrade its offerings or fall behind. Although Twitter already has the popular Vine service, the continued growth of Instagram and Snapchat, plus the popularity of longer videos proved the demand for video content of more than just the six second videos Vine offers users.

Twitter video uploading relased - Viddyad Blog

Many industry insiders and publications have speculated for quite a while that Twitter video was on the way, and Tuesday’s announcement confirmed that Twitter is taking its first big steps to grab a share of the online video market.

Mobile First

The Twitter video upload functionality is, for now at least, a mobile-first feature, with uploads of video up to 30 seconds long coming directly from videos taken using the Twitter iPhone and Android apps. Right now, iPhone users can also upload videos directly from their camera roll, with this feature expected shortly for Android devices.

Twitter logo - Viddyad Blog

The mobile emphasis seems aimed at promoting Twitter video as a social feature. For many Twitter is a valuable news source and the ability to add videos straight into tweets could have a huge impact on how developing news stories and current events are reported through the service. Expect to see more clips of sporting events, concerts, political rallies, tech conferences and other popular events that generate big interest online.

Impact on Business

Although this feature seems targeted primarily at social users, an impact on businesses using Twitter is a given. Aside from the obvious impact we’ll see for news services, major brands will undoubtedly start using these videos to promote products and events to their followers in exciting new ways. One of the first video tweets was a clever promotion for the upcoming Oscars ceremony:

Expect much innovation and some clever new video campaigns from different companies in the coming months.

Many other aspects of business will see new challenges and opportunities with video uploads as well. Twitter is a key source of customer support online for a great number of businesses – the ability to share feedback via videos and for brands to respond and interact with them will become important in these relationships.

Anything Else?

Yes – In addition to the big video news, Twitter have also announced an expansion to their DM (direct message) service, allowing for more private communications as users can now direct message up to 20 people. A long overdue update, it’s all aimed at keeping activity within Twitter, so users don’t go and have their private conversations about Twitter content elsewhere.

As big fans of video, we at Viddyad are super excited about these updates and we can’t wait to see how the Twitter experience changes, and how rival networks respond as video content continues to dominate the web.

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photo-logan-adermatt-n-14

Pinterest Advertising

 

 

Earlier this year Pinterest announced they would be testing Promoted Pins, now mere months later they are updating their privacy policy to improve their advertising model.

1. We want to help advertisers better understand how their Promoted Pins are doing. For example, an advertiser may want to know how often their ads are showing on Pinterest or how many people bought a product after clicking on a Promoted Pin. In the future, we’ll report that info to them.

2. We also want the Promoted Pins you see to be relevant to you and come from brands you’ve shown interest in. We hope to incorporate information advertisers share with us so that we can show you Promoted Pins that don’t feel random or distracting.

 

How does Pinterest Advertising work?

Although Promoted Pins are still in testing, these test advertisers are able to have their promoted pins appear in the feed of their target users. With this privacy update, Pinterest will have a sophisticated ad targeting feature which includes targeting Pinners who are in a brand’s database. In this confirmation to AdAge, a Pinterest representative said:

“While we don’t have the new features available to advertisers yet, we are developing conversion tracking and audience targeting and the privacy policy update allows us to launch them,” the spokesman said in an email. “We feel both features will help our partners understand how the ads impact their business and also make Promoted Pins even more relevant to Pinners.”

The Pinterest user experience is the main concern for the Pinterest bosses, as they were beginning to introduce the idea of testing Promoted pins back in September 2013, they published this blog post detailing the type of advertising they wanted to bring into Pinner feeds:

—Tasteful. No flashy banners or pop-up ads.

—Transparent. We’ll always let you know if someone paid for what you see, or where you see it.

—Relevant. These pins should be about stuff you’re actually interested in, like a delicious recipe, or a jacket that’s your style.

—Improved based on your feedback. Keep letting us know what you think, and we’ll keep working to make things better.

Example of a Promoted Pin

Example of a Promoted Pin

Note: Pinterest users can turn off the ad personalization feature off in their user settings.

Where does video fit in?

At the moment you can pin a YouTube video and play it within your Pinterest feed. Presumably, a video pin can be used as a Promoted Pin. Don’t forget you can pin your Free Viddyad to one of your boards, see how here.

So what are you waiting for, create your video ad and join the waitlist.

Pinterst blog waitlist pic

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buildings-high-rise-manhattan-2324

Flipboard Advertising: Full Page Ads, Frequency Caps and Video Ads

Back in 2011, Fllipboard launched its first advertising program in partnership with Condé Nast. Display ads would be shown alongside content from Wired, The New Yorker and Bon Appétit. Fast forward 3 years and 150m plus users, they have just extended their ad options to independent publishers and launched video ads.

How does Flipboard advertising work?

Flipboard offer advertisers the chance to have a full page ad on a range of devices (iPhone, iPad and Android). Ads appear as a user flips through the content. They function much like print ads in that they are part of the reading experience and not massively intrusive. This type of advertising fits into the Flipboard ethos: Flipboard is a quest to transform how people discover, view and share content. See some examples of full page Flipboard ads and ad specs below:

BBC News Flipboard ad

Breitling Flipboard ad

Guardian Flipboard ad

Flipboard ad dimensions and requirements

Video ads

The new video ads will appear as regular Flipboard ads do: as full page ad slots. Unlike Facebook, they do not auto play. Users will need to click the video in order for it to play. This is a favorable move for advertisers as there will be less wasted impressions and this could lead to a higher conversion rate.

Frequency Cap

All campaigns are given a frequency cap: 3 impressions per creative, per publisher, per device, per user, per day. This ensures all parties (Flipboard, their users and the advertisers) get the most out of campaigns. It also means a unique advertising experience for the user, similar to a print ad in a magazine and it’s very rare that you will see the same ad twice in one magazine.

What’s next?

In the last few weeks, Flipboard have acquired the storytelling app Ultravisual which will make their content curation even more powerful. In terms of advertising, Flipboard are pretty much set for a full scale advertising program. To find out more about Flipboard advertising, click here.

 

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Spotify_Availability

Spotify Introduces Video ads

Finally, our two favourite things are merging, music and video ads. Spotify announced an addition to their advertising product this week. Here’s all you need to know:

Spotify have a user base of about 40 million active users. 30 million are non-paying users and the remaining 10 million are Spotify premium users. Currently advertisers can choose from the following ad specs: Audio Ads, Display Ads, Billboard Ads, Homepage Takeovers, Branded Playlists, Lightbox and Advertiser Pages. Users spend an average of 146 minutes listening on Spotify everyday. In the last year, Spotify mobile users have tripled.

INCREASINGLY MOBILE

Spotify mobile growth

How will Spotify video ads work?

There will be two video ad units available to advertisers.

Sponsored sessions
This feature allows users to watch a video advertisement in exchange for 30 minutes of uninterrupted ‘ad-free’ music.

Details:

  • Offer your audience uninterrupted listening in exchange for a video view
  • Currently available on mobile only
  • Users are served an offer for 30 minutes of ad-free listening via a title card
  • User must complete 15 or 30 second video spot to receive reward
  • All video impressions are user-initiated
  • Only completed views are billed
  • Branded end card invites further engagement

Spotify mobile ads example

Video takeover
This is similar to the current Spotify advertisements in that it will interrupt the listening experience and play the video ad as opposed to the existing audio offering.

Details:

  • 15 or 30 second video spot with companion display unit
  • Served during commercial ad breaks between songs in a music session
  • Currently available on desktop only
  • 100% share of voice
  • 100% viewable: video only served if desktop app is in view
  • Only completed views are billed
  • Companion display unit invites further engagement

Who are the advertisers?

Similar to Instagram, Spotify have selected a small number of brands to test the video ads. They include Coca-Cola, Ford, McDonalds, NBC Universal Pictures, Target and Wells Fargo. Most of these brands are already advertising with Spotify.

When?

The new video ads will only be available in the following markets in Q4 on this year: United States, United Kingdom, Germany, France, Spain and Sweden. They will be available globally in 2015.

 

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