Why YouTube is a Must for Video Marketing

Interesting facts displayed on this YouTube Infographic from bindarymoon.co.uk.

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Video Accounts For Half Of All Mobile Traffic

Mobile video now accounts for half of all mobile traffic; and on some networks, that number is as high as 69 percent — a testament to the rise of smartphones and tablets as the mobile devices of choice for consumers, and their growing interest in using these devices to do a lot more than just make phone calls.

The data, from quarterly report on mobile data usage out today from mobile analytics firm Bytemobile, also found that Android is generating more mobile ad volume than iOS devices, and that Google now accounted for 75 percent of ad-generated data across all platforms.

Bytemobile says it has collected this data from a cross-section of its mobile carrier customers. It focuses on usage of two main platforms, Apple’s iOS and Google’s Android.

As many have already suspected, tablets are driving significantly more data traffic than smartphones. On Apple’s iOS platform, an iPad user generates three times as much traffic as someone using an iPhone; while on Android, the figure is twice as much when comparing Android tablets and handsets.

This is not too surprising: tablets’ bigger screens are that much more conducive to consuming video and other content than the smaller screen of a smartphone; and in the case of something like video, those tablets will require higher resolutions, which also translates to heavier data use.

The most-used application on iOS, for example, is Safari, accounting for 61 percent of all transactions.

Although users spend slightly more time per session on Facebook than they do YouTube — 9.06 versus 8.51 minutes, respectively — YouTube generates, on average, 40 megabytes per session, compared to 120 kilobytes for Facebook or 170kb for Twitter. Twitter’s average session usage is 4.57 minutes.

Android devices appear to be generating more ad impressions and engagement — collectively called “transactions” by Bytemobile. On Android, some 9 percent of all data transactions were ad-related, while on iOS the proportion was 5 percent.

Why is that? It could be down to the fact that Android generally has fewer paid apps in the Market than Apple’s App Store, and those more popular free apps are pulling more ads down from networks when they get used.

As with online, Google dominates the mobile ad space with its owner of AdMob, AdSense and DoubleClick holdings. Together, these accounted for 75 percent of all ad data. But when it comes to the single-most consuming ad network, that dubious honor goes to Apple’s iAd: its video-rich ad units generate nearly 16 MB of data per transaction, while the lowest were AdMob’s display units, which generated less than 4MB. - TechCrunch

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7 Online Video Marketing Tips

Video is not a trend it's imperative.
People today demand engaging and interactive content. They expect that content to be highly functional, highly intuitive and highly intelligent. Video delivers all of that. Cheaper than TV, but with editorial and production values just as high. It's an innovative and non-intrusive way of marketing.

Video delivers extraordinary economies of scale
and measurable results.
You can reach more people with more engaging communications 24/7. Produced and distributed effectively, video will increase revenue and decrease costs. 

7 online video tips to boost your marketing efforts:
1. Post quality video content on your websites.
2. Upload video content to YouTube to enhance search engine visibility.
3. Build communities with contests and user generated content.
4. Broadcast sales and marketing events —  live and on-demand,
5. Educate and train employees, distributors and end-users with demonstrations.
6. Promote your products and services with digital signage.
7. Enable sharing via social networks: Facebook, Twitter, LinkedIn, and YouTube.

Traditional sales and marketing approaches are less and less effective. Video marketing offers new ways to connect via search, social media, viral marketing campaigns, and live events.

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Video Plays On Tablets, Mobile Devices & Connected TVs Nearly Doubled in Q4

Offering consumers video content where and when they want it is no longer just a second thought. Serving content across platforms has become essential for publishers and brands that want to grow their audiences and earn more revenue with online video.

Ooyala, the online video provider, today released its fourth quarter review of web video, in which it analyzes the viewing behavior of 100 million monthly unique users.

As we learned in Q3, the rabid adoption of mobile devices has been leading to increased engagement with online video. Not only that, but connected TVs are really beginning to make waves, Google TV in particular. Ooyala’s report found that video plays on tablets, mobile devices, and connected TVs nearly doubled in the fourth quarter (from Q3).

What’s more, viewers are now twice as likely to complete a video when watching on a tablet or connected TV, as compared to watching video on a desktop. And, unsurprisingly, when viewers plop down on their couch in front of their connected TV, they’re watching four times as many long videos compared to short videos, as videos longer than 10 minutes now account for more than half the hours played on connected TVs.

While the average conversion rate across all devices increased from 35.1 percent in Q3 to 39.6 percent in Q4 (with viewers watching longer on all platforms), it seems that connected TVs saw the biggest growth in Q4, as their viewers proved to be the most engaged of all the platforms, completing videos at a rate of 47 percent (with tablet viewers following close behind at 38 percent.)

Users of connected TV devices and gaming consoles were 70 percent more likely to watch three-quarters of a video. And, in terms of name brands in connected TVs, Google TV’s share of video plays increased by 91 percent this quarter.

Tablet viewers were the most engaged in Q3, and they certainly remained an attentive audience in Q4, proving to be 45 percent more likely to complete three-quarters of a video than those watching on a desktop. Not only that, but tablet viewers watched 21.9 percent longer per video in Q4 than the prior quarter.

Another interesting tidbit from Ooyala: Facebook remains a much more active source of online video sharing than Twitter: For every video shared via Twitter in Q4, more than 10 were shared on Facebook. - Rip Empson, TechCrunch


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Social Recommendations Increase Online Video Ad Performance

According to the Social Ad Effectiveness study by Unruly, the results of a survey to determine the impact of recommendation on brand metrics among 18-34 year olds found that social recommendations dramatically increased ad performance.

• Video enjoyment increased purchase intent by 97% and brand association by 139%
• Enjoyment of the video rose by 14% among viewers who had viewed following a recommendation
• Brand recall and brand association rose 7% among viewers who had been recommended the video versus viewers who found it by browsing.

The explosion of social networking has opened up a massive opportunity for advertisers to open a dialogue with their audiences, particularly via video campaigns that make brand ambassadors of opinion leaders in social spaces. Social video advertising has grown rapidly, more than doubling in size every year since 2009.

However, there is little granularity around the extent to which social advertising impacts traditional brand metrics. This study sets out to understand the effect of recommendations in online video advertising, determining to what extent social recommendations affect brand metrics such as recall, favorability, message association and purchase intent. It finds that recommendations impact video enjoyment, and so also considers the effect of video enjoyment on the key brand metrics.

Key findings:
14% increase in the number of people who enjoyed the video following a recommendation versus those who had discovered it by browsing. Moreover, a recommendation reduced the number of people who did not enjoy the video by 41%.

Viewer enjoyment of branded video is important because it has a direct impact on key brand metrics. Viewers who enjoyed the video they watched demonstrated 139% higher brand association, 97% higher purchase intent, higher brand favorability, and higher brand recall than their counterparts who did not enjoy the video.

68% of viewers who had browsed to the video correctly recalled the brand when prompted, compared to 73% of viewers who had arrived at the video following a recommendation. This 7% uplift suggests that video viewers are in a more receptive and attentive frame of mind following a recommendation, allowing brands that produce and distribute social content to benefit from closer communication with their audiences.

Recommendations caused a 7% increase in brand association. Agreement with key brand statements increased from 41% among viewers who had browsed to the video to 44% among viewers who seen the video following a recommendation.

Recommendations make viewers more receptive to brand messaging. Recommendations have a large role to play for brands, says the report, in changing off-message perceptions among their audiences as well as in actively cultivating on-message perceptions.

49% of viewers purchased the advertised product within three days of the view. 38% of viewers spoke to someone in person about the video, showing a social video view to stimulate real life conversation. 9% of users searched for the brand, and 4% of users searched for products of that type. Social video viewing is having an effect across all aspects of the purchase funnel.

The power of social video lies in the recommendation to view content. This recommendation comes from peers in social media environments, and from authoritative blogs and news sources covering advertiser content editorially. The impact of the recommendation on consumers is considerable:

• Viewers are more likely to enjoy a video when it has been recommended than when encountered through browsing (14% higher enjoyment)
• Viewers are more likely to recall a brand name when the social video has been recommended than when encountered through browsing (7% higher recall)
• Viewers are more likely to engage with an ad’s messages when the social has been recommended than when encountered through browsing (10% higher brand association)
-Center For Media Research

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Digital Video Ad Spending to Explode by Over 250%

Consumer packaged goods (CPG) and health brands spend more on video advertising. 

Throughout 2011, CPG brands spent more than any other group on video advertising -- making up 24% of all dollars spent, according to new data from YuMe. Health and pharmaceutical brands came in second -- with a 16% share of the video ad market-- despite a 400% year-over-year increase in spending.

The 25-54 consumers were the most-requested demographic -- making up 15% of RFPs -- the video ad network found.  Females 25-54 were the most-requested female demographic in 2011, with 39% of requested RFPs.

Spending on non-gender-specific campaigns made up 66% of ad dollars in 2011 -- up from 55% in 2010 -- while spending on female-targeted campaigns made up 25% of ad dollars.

While still attractive to advertisers, requests for females 25-54 actually decreased slightly from 42% in 2010 to 37% in 2011, while requests for males 25-54 held steady year-over-year at 22%.
 Marketers should note that consumers ages 12-24 experienced the highest average video completion rate at 73%, although they had less spending power.

According to a recent estimate by Forrester, domestic digital video ad spending will explode by over 250%, from $2 billion in 2011 to $5.4 billion by 2016. The forecast was largely attributed to a renaissance in quality, brand-safe video content, a proliferation in video-friendly devices and the maturing of younger, online adept consumers.

Separately, although still in its infancy, the Connected TV market made up over 1% of impressions served during the fourth quarter of the year, while mobile impressions nearly doubled quarter-over-quarter to 5% of video ads served. But the dominant video advertising unit, pre-roll’s market share, continued to decline in 2011 from 93% in 2010 to 89% of ads served.

Per Forrester, 37 million U.S. households currently own a connected device that enables them to watch digital video on their TV screen -- up from fewer than 25 million in 2010. Among these connected households, younger consumers lead the way, outpacing the overall population in adoption by nearly 20 percentage points.

Forrester projects that connected device penetration will reach 50% in 2016, further opening the fragmentation floodgates of video consumption options.

In another finding, the majority of ad impressions that YuMe served in 2011 were in California at 11.0% of total volume, followed by New York at 7.9% and Texas at 6.8%.

YuMe bases its analysis on average video completion rates, regardless of pre-roll length. Targeted audience demographics are based on the audience targeted by the advertiser, as stated in applicable request for proposals. - Gavin O'Malley, MediaPost

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