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The Time For Video is Now

Video isn’t the future of content marketing. It’s the present.

Marketing strategists like to claim that video is the future of content marketing, but that’s not entirely true. Yes, video is the future. Nearly 80% of all Internet traffic will be video by the year 2018. But if you haven’t incorporated video into your advertising campaign, you’re already late in the game. The time for video is now. After all, video ads grew 34% last year – the fastest in any online ad medium. It’s clear that video is essential to any content strategy. If you’re not using video, you better think twice… your competitors surely are.

“Far outpacing growth in spending on television and other digital formats, it’s not hard to understand what makes online video so compelling to business advertisers. Video ads obtain the highest level of engagement and provide a level of visual and narrative richness, while offering all the advantages of digital, including advanced targeting, tracking, and increasingly, automated buying of video ad units.”

Video drives growth and increases sales

A picture is worth a thousand words, but one minute of video is worth 1.8 million. Whether it’s a personal ad or a business commercial, video builds trust and credibility with an audience. In fact, studies show that more than 80% of people say they are more likely to buy a product after watching a video about it, and Forrester predicts that more than 90% of the online population will watch online videos regularly by 2017.

Browse through your Facebook News Feed and you’ll see a GoPro video of your buddy’s recent vacation in Mexico. Scroll through Twitter and you might happen across a warm, heartfelt video of a lost puppy in a Budweiser commercial. It’s just that simple; video ads are everywhere. Posting a video increases the chances of a customer making a purchase by up to 35 percent. That’s right – online video ads generate 27 times more traffic than standard banner ads.

Amazon, Dell, and other online retailers have publicly shared statistics showing that a posted video can increase the odds of a customer purchasing an item by as much as 35 percent. Results from Online Publishers association’s research show that after watching video, 12% purchased the specific product in the ad and 26% looked for more information about the subject of the video.

Video Increases Social Media Engagement

A young boy retweets a Nike video of his favorite athlete and that video instantly reaches a new network of people. One of his followers retweets the same video and boom. You get the picture. Facebook, Twitter, and other social media sites have wonderful sharing opportunities for video. Where else can you reach millions of people in a matter of seconds?

People are most likely to engage with branded content on social media when companies share either picture or video. In fact, one in five Twitter users discover videos each day from tweeted links. If brands are smart, they will capitalize on video through apps like Instagram and Vine. Check out this brilliant move by Oreo:

Still not convinced? Consider this: more than 80% of shoppers say that their friends on social media platforms directly impact their purchasing decisions, and 4 in 10 social media users have purchased an item online or in-store after sharing or favoriting it on Twitter, Facebook, or Pinterest. And ever since Pinterest introduced the buy button, sales have skyrocketed. Social media and video go hand in hand – you can’t have one without the other.

Video Increases SEO and Improves Email Marketing

Nothing else boosts engagement like video. Did you know that YouTube is the world’s second largest search engine? Incorporating video on a web page makes it 50 times more likely to appear on the first page of Google. And hey, let’s face it – people are lazy. We prefer to watch videos rather than read. Especially with autoplay on Facebook and Twitter, users are more than willing to watch a 30-second video instead of clicking a link to a news article. Landing pages with video can increase conversions by 80%. When searching a topic on Google, over 60% of the results include video.

Yes, SEO matters. But did you know that marketers consistently rank email as having a higher return on investment (ROI) than any other marketing strategy? Video increases email click-through rates by 200-300%, therefore almost tripling the effectiveness of your email marketing efforts. If your business doesn’t have video, you’re in the minority.

Want to use video ads in your marketing campaign? Check us out. Viddyad is an easy-to-use platform that enables businesses to create and publish their own video ads online in minutes. With an in-built content library, easy-to-use editor and affordable pricing, Viddyad opens up the world of video advertising to everyone.

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

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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.

Viddyad - Create a video ad online in minutes

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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

Viddyad - Create a video ad online in minutes

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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.

 

Viddyad - Create a video ad online in minutes