How social video is changing online advertising
Social media is changing the way brands use online advertising. One of
the most striking examples of this change is social video, where users
opt-in to view videos on their own, and then share them or take other
actions. Unlike pre-roll, expanding banners, and other interruptive
video units, social video puts users in control. This new structure
challenges long-held beliefs about the efficiency of traditional
reach-and-frequency spending, and it has made social video one of the
hottest new segments of online advertising.
Some recently released data that shed light on social video trends and
usage patterns. The study was based on a sample of more than 13 million
user-initiated video views between January 1, 2011 and September 30,
2011. The views were a result of social video campaigns created for
Fortune 500 brands across a number of vertical categories, including
consumer packaged goods, apparel, consumer technology, retail, luxury
products, fashion and beauty, sports and fitness, and auto.
Key insights from the study:
Humor works
Humorous videos are prominent within
the social video space, accounting for four-in-10 campaigns. Those who
watch a humorous video are more than three times more likely to click to
a brand's Facebook page after viewing than those who watch other types
of social video content.
Celebrities don't guarantee engagementOnly
one-in-10 social video campaigns feature a TV or movie personality, and
they are actually less effective at driving brand interactions than
non-celebrity videos. Celebrity videos drive 12 percent fewer visits to
brands' Facebook pages than non-celebrity videos. This data may indicate
that those who watch celebrity videos are more interested in the famous
personas than the brands behind them.
Short and long-form are most effective
Fifteen-second
videos produce the best click-through rates, but they are used least.
Only 10 percent of videos are 15 seconds or less, yet they are 153
percent more effective than videos between 16 seconds and one minute.
Videos of 60 seconds or more are the second-most effective format,
outperforming videos between 16-60 seconds by 70 percent. This may
indicate that 16 second-to-one-minute videos are not enough time to tell
an engaging story.
Girl power growsAccording to our first study
released in January and based on 2010 data, women accounted for nearly
57 percent of social video views. In 2011, that number has grown to 63
percent.
While 18 to 44 year-olds dominate, younger people are gaining interest
Sixty
percent of video watchers are between the ages of 18 to 44, while
viewers between 12 and 17 years-old increased by 48 percent since the
beginning of 2011.
Facebook page trafficThe social video opt-in
environment is more effective in driving post-view engagement than
interruptive video units, such as pre-roll. Users who opt-in to watch
social videos are more than three times as likely to interact with a
brand after the view, compared to pre-roll, according to the YuMe Video
Advertising Metrics reports in 2010 and 2011. Social videos are notably
effective in driving users to a brand's Facebook page. "Join a brand on
Facebook" is the single most popular post-view interaction, accounting
for 40 percent of all post-view activity.
Social video completionSocial video programs
deliver completion rates that are significantly higher than pre-roll. On
average, 64 percent of users served a 30-second pre-roll video watch to
completion. In contrast, 95 percent of users who opt-in to a social
video of the same length watch to the end.
Social video is rewriting the advertising rules of engagement. While
the vast majority of online video advertising is still interruptive, the
data above illustrate the benefits of respecting consumers and meeting
them on their own terms. It will be fascinating to watch the medium
evolve in 2012 and beyond.-
iMediaConnection
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YouTube
still dominates streaming media. As such, tracking a campaign’s
performance on Google’s video hub remains a critical component of any
marketer’s viral video efforts.
