Programmatic Buying Drives More Advanced Targeting In Video Campaigns

The explosive growth in programmatic buying is driving a rapid increase in advanced targeting in video ads. The number of ads with more precise audience insight targeting rose 19% quarter over quarter, according to a Videology report  analyzing more than 2.7 million online impressions run through its platform in the third quarter.

In addtion to the quarterly growth Videology saw, advanced targeted has risen year over year. About two-thirds of online video campaigns that Videology runs now include advanced targeting beyond age and gender such as purchase behavior, up from one-third a year ago  according to a Beet.TV report.

Of the ads that included advanced targeting, Videology said about 54% were targeted based on behavior, about 38% on geography and 8% on daypart. Videology also studied specific performance in a case study for auto ads and found that consumers exposed to geographically targeted auto ads were 50% to 60% more likely to purchase that car versus a control group. What’s more, when purchase behavior data was added, the likelihood of buying rose by 160%.

This use of sophisticated targeting should keep growing, thanks to the boon in audience-based buying. Earlier this year, Forrester said that real-time buying accounted for about 25% of online video ad spend, or about $1.14 billion, up from $686 million the year before.

Consumer packaged goods continues to be the dominant segment in online video spending, with a 36% video ad share. The number of telecom ads in the third quarter doubled, representing a growing category, Videology said.-MediaPost

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Brands Shift Ad Dollars to Online Video

The growth of online video advertising over the past few years has been tremendous. Users are increasingly going online to access content previously only available to them through cable or broadcast television, leading advertisers to chase those eyeballs on the web.

An October 2013 survey from Adap.tv and Digiday polled digital and marketing professionals to get a bead on the state of the video ad industry. They found that online advertising budgets were most often growing at the expense of TV broadcast budgets, according to brands. In fact, 31% of brands that responded were planning to shift their advertising budgets away from broadcast television and into online video, while 30% planned to take money away from display advertising for online video. That represents a significant change since 2012, when brands were pulling dollars from display or print, but less so from television budgets.



Both brands and agencies had similar approaches to buying online video ad inventory. Three-quarters of brands purchased inventory from an ad network, making it the most popular source for those companies. Eighty-six percent of ad agencies bought inventory direct from a publisher, making them the top choice for ad space. But ad networks were almost on par with publishers—85% of agencies said they used them to purchase inventory. The survey also found that programmatic ad buying by both brands and agencies had more than doubled between 2011 and 2013.



While interest in programmatic video ad buying is growing, the number of agencies and brands who have participated in it remains low. But both seem to have the understanding that programmatic ad purchasing channels can offer premium ad inventory. In fact, almost half of agencies and nearly 45% of brands believed premium advertising was available through programmatic environments. Still, programmatic buying has yet to become a tool regularly employed by ad buyers. Nearly one-third of agencies and almost one-quarter of brands said they were unfamiliar with programmatic ad buying techniques.-eMarketer

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YouTube Expands Paid Channels To More Partners

YouTube is offering you more ways to monetize your content through paid channels, it's now available to *eligible partners in good standing with a channel that has least 10,000 existing subscribers. So far these are the countries where paid channels are available: U.S., UK, Canada, France, Spain, Australia, Brazil, Japan, Mexico, and South Korea, with more countries launching in coming months. If you’re interested in creating a paid channel and fit these requirements, visit your Account Features page to enable the feature.

All paid channels will continue to have a 14-day free trial, to give your potential viewers the opportunity to explore your content. Viewers can also now discover and subscribe to your channel from YouTube’s mobile website, and Google will keep adding more devices from which viewers can subscribe.

Creators will have to launch a new paid channel. You can't just start charging for your existing channel. And paid channels are still not available to everyone.

*Eligible partners are those that have a linked Google AdSense account and meet other criteria.

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40% of YouTube Traffic Now Comes From Mobile

It’s hard to get people to concentrate long on anything on their phones and tablets, yet YouTube seems to be the exception. The video service is quickly going mobile, with small screens making up 40% of its traffic now compared to 25% last year, Google said on its earnings call today. In 2011, just 6% of YouTube traffic came from mobile.

Google’s not the only one rapidly shifting a 1 billion+ user base to mobile.

To put its transition in perspective, Facebook said it had 819 million monthly mobile users (73%) out of its total 1.15 billion users in Q2 2013, up from 543 million (56%) of 955 million in Q2 2012, 325 million (43%) of 739 million in Q2 2011, and 155 million (32%) of 482 million in Q2 2010. Note these people used Facebook mobile at least once, but may also have used desktop. Facebook doesn’t share what total percentage of usage comes from mobile, but 41% of its ad revenue comes from phones and tablets, up from 30% in Q1 2013, 23% in Q4 2012, and 14% in Q3 2012.

YouTube has been investing in a great mobile experience for the web and Android for a long time, and more recently for iOS since it took control of the app back from Apple.

YouTube formed the mobile team in 2007 before there was much demand for mobile or revenue there. It transcoded all videos to be able to be served on mobile formats, and did a deal with Apple to get a YouTube app pre-installed on the iPhone.

The increasing importance of mobile to YouTube underlines the need for it to work things out with Microsoft and get a high-quality app released for Windows Phone. After months of back and forth, Microsoft launched a YouTube app it created, but it didn’t meet Google’s standards and was shut down. Earlier this month, a much-stripped-down YouTube “app” for Windows Phone was released that merely boots users to the m.youtube.com mobile site.

The latest YouTube mobile product news includes its plan to let users save and watch videos offline starting in November. Before that, it launched multi-tasking in its iOS and Android apps, allowing people to minimize videos but keep their audio playing while they search and browse for more content to watch. That’s especially helpful for people who use YouTube’s vast library of music videos as a music streaming service. These have all been well-received, and no competitors seem able to challenge YouTube’s reign as the home of user generated video.-TechCrunch

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Digital Video Ads - More Than Just Brand Awareness

When marketers determine their goals for digital video advertising, top-of-the-funnel awareness is almost always their main focus. In that sense, digital video differs little from TV advertising.

But what about mid- and bottom-funnel objectives, such as consideration, preference and the actual conversion? While it’s still early in the game, more and more brands are finding ways to use digital video to help achieve those goals. However, shifting focus down from awareness will not come easy. The use of digital video for awareness is near universal, cited by 94.6% of US media agencies as an objective for brand video efforts in a December 2012 study from Sharethrough. In contrast, far fewer respondents mentioned mid- and lower-funnel goals such as purchase intent, customer acquisition and customer loyalty.

We have fallen into this trap of thinking that video is only for top-of-funnel activities.

And attribution is hard. Measuring video’s effectiveness for goals beyond awareness, especially in cross-platform campaigns, can be even harder.

When marketers can figure out when and how video advertising has contributed to successful mid- and lower-funnel goals, their work can become more effective. According to 37.2% of US marketers and agencies surveyed by Netmining in April 2013, using attribution helped them minimize media spend waste.

Many marketers still focus on video as a driver of awareness at the top of the funnel, making it difficult to determine its contribution to mid- and lower-funnel results. For instance, when marketers use a same-session attribution model, they will rarely see high returns from video. To solve this and other sticking points, more marketers will need to budge from their comfort zones.

The full report, “Digital Video for the Full Advertising Funnel: Touchpoints for Every Objective,” also answers these key questions:
    •  What are some of the tactics that help digital video be effective for a mid-funnel goal such as product consideration?
    •  Why are video ads longer than 30 seconds needed for full-funnel goals?
    •  How can marketers calculate attribution for video beyond awareness?

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Top 20 Online Video Ads For September 2013 [Global]

1. True Move: Giving - 980,445 Shares



2. Phone Bloks - 864,660 Shares



3. Go Pro: Fireman Saves Kitten - 686,782 Shares



4. GEICO Hump Day Camel Commercial - Happier than a Camel on Wednesday - 604,514 shares



5. Ultra Reality: What would you do in this situation? - 597,957 Shares



6. Girls Don't Poop, PooPourri.com - 587,578 Shares



7. Guinness Basketball Commercial - 531,362 Shares



8. Introducing Samsung GALAXY Note 3 - 419,619 Shares




9. The Scarecrow - 347,003 Shares




10. Mercedes-Benz TV: MAGIC BODY CONTROL TV commercial "Chicken" - 293,353 Shares

Top 20 Most Shared, Branded Global Video Ads

1.  TrueMove – Giving Shares: 1.16million
2.  Phonebloks – Phonebloks Shares: 973,454
3.  LG – Meteor Prank Shares: 700,015
4.  PooPourri.com – Girls Don’t Poop Shares: 695,763
5.  GEICO – Hump Day Shares: 608,502
6.  Guinness – Wheelchair basketball commercial Shares: 539,909
7.  Samsung: Introducing Samsung Galaxy Note 3 Shares: 433,876
8.  Chiptotle – The Scarecrow Shares: 377,985
9.  Mercedes-Benz – Chicken Shares: 322,273
10. Samsung: Galaxy Note 3, Official First Hands-On Shares: 321,727
11. EA: We are FIFA 14 Shares: 227,656
12. Evian: Baby&Me Shares: 172,622
13. Dior Homme – Uncensored  Directors’ Cut Shares: 179,593
14. Budweiser: 9/11 Tribute Shares: 144,775
15. Qatar Airways and FC Barcelona: A Team That Unites The World Shares: 135,450
16. Chanel: Gabrielle Chanel Shares: 116,252
17. Melbourne Metro: Dumb Ways To Die Shares: 97,930
18. Head and Shoulders: Joel Santana Shares: 93,943
19. Kia: Soul Hamster Commercial Shares: 69,426
20. Red Bull: Danny MacAskill’s Imaginate Shares: 50,141
Source: Unruly

View the other top online video ads here.

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Mobile Video Ads Drive Higher Engagement [study]

Mobile video ads are getting higher engagement rates, based on a Jun Group study of 10.2 million mobile and online video views in the first and second quarter of 2013. Mobile video ads are clocking in with a 5% interaction rate, compared to a 2.4% rate for online video spots. That means mobile viewers are more likely to visit a brand’s Facebook page or website  to share the video. The reason? Mobile users often have fewer tabs open, so they are less distracted. They’re paying more attention to the ad in the first place, and when that happens they’re more inclined to interact in some fashion.

The research also found that mobile video ads aren’t much shorter than desktop videos. Jun Group said that 54% of mobile video ads weigh in at the standard 30-second length. About 10% are 60 seconds, and 32% are 90 seconds.

But regardless of the length, video ads fare best when they are designed for the medium on which they appear. Ads customized for the Web earned a 3.3% interaction rate, compared to 2.5% for a standard pre-roll spot. As the lines between traditional and digital formats blur, users demand something new or unique from advertisers before they click or share.-MediaPost

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