Video

Leveraging Platforms for March Basketball Hysteria

Basketball viewing during the March tournaments used to be restricted to only the game(s) that were playing on cable at the time. Now, fans have the ability to watch multiple games on various devices while staying up-to-date with bracket-busting news via social media.

Social platforms alone have become a hot spot for hoops hysteria.  During the 2015 tournament, there were 350 million impressions on Facebook and Twitter, according to Koeppel Direct. In 2017, March Madness Live (MML) brought in 69.1 million live streams. All the excitement is prime opportunity for brands to leverage the influx of users streaming the live action and catching up on the day’s wins and losses. To help your brand slam dunk its campaign, we’ve provided some strategy tips.

Facebook

Facebook profiles are full of customer-specific data, including a user's college history and location, which provides ready-made segments for your ads. This presents a variety of strategic campaign options to appeal to various audiences.

A company selling sports gear, for example, can create Syracuse Orangemen ads for Syracuse alum, or a travel agency can create an ad for a Final Four trip aimed at fans vying for the chance to see the games in person.

Instagram

Instagram has access to Facebook data allowing for similar segmenting of users.  It also presents the opportunity to leverage trending hashtags around game excitement.  Adding a relevant hashtag to your message can tie basketball and your brand together. The searchability increases your brand presence when used correctly.  For example, Acme Footwear asked users to pick the game winner by combining the predicted winning team name with its company name for responses like #dukeacme. Fans love to show their team fandom and get excited to be a part of the celebration.

YouTube

To get the most bang for your buck, consider launching a campaign via YouTube during the tourney.  With audience-specific targeting available, you can show ads to users who have watched a specific video or tournament related content.  You can also leverage remarketing capabilities to further your reach.

Digital Video Ads

With people now watching sports via live-streaming channels at all hours, digital video ads are a great way to stay in front of consumers.  This spans platforms, increasing opportunity for exposure. Facebook, for example, will interrupt a live stream with breaks for ads. Since viewers are already engaged in the game and ads are limited, you have a captive audience who are more likely to remember your brand and product.

The hype surrounding bracket success, or the sleeper team that’s sure to be a bracket buster, presents a great opportunity to reach consumers with fun and memorable ad experience.  Fans are engaged and playing into the excitement is sure to be a marketing win.

Driving Your Digital Presence with Video

We live in a world of convenience at every turn. Information and entertainment is available on demand. Thanks to streaming video and Connected TV, you can view the content you want when it fits in your schedule with the click a button or voice command.  The landscape for viewing has changed immensely having not only an enormous effect on traditional television advertising, but also how marketers are adjusting their budget to accommodate the rapidly changing landscape.

With Connected TV users expected to exceed 190 million in 2019, the need to adapt to this growing platform as another vehicle to tell your story is becoming more imminent by the day.  Digital video now accounts for an average of 25% of a daily video viewing for the average person, which is only projected to increase. However, many marketers are not adjusting their budget distribution accordingly and are missing a valuable opportunity to get in front of their target audience.  Auto dealerships specifically have been one of the slowest adapters to this increase in video consumption, many of which are still spending 100% of their video advertising budget on traditional television versus digital video.

So what makes it different and why should dealerships care?  Unlike cable ads, Connected TV (CTV) and video campaigns can be measured and optimized as part of your overall digital strategy.  Ad effectiveness can be tracked by views, clicks and video completion rates (VCRs). This data enables more insight into the customer journey and car buying experience.  In addition, the power of view-through data can help you attribute users who saw your ad and later took action to get more information or contact the dealership, furthering your ability to measure your return on investment.

Interested but don’t know where to start?  We have broken down the basics to help you better understand how video and Connected TV can help your dealership accelerate past traditional television and begin transforming your market presence.

Download our white paper on Digital Video and The Rise of Connected TV

Digital Video Is the Future of Advertising. Here's How.

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Traditional network/cable/satellite TV viewing numbers are on the decline, with more consumers (especially younger ones) preferring to stream content on their devices and smart TVs.

In a recent Nielsen survey, during this past October, the number of younger viewers age 18 to 34 watching traditional TV was down 16 percent from the same period a year ago, and 36 percent from 4 years ago. Digital research firm eMarketer predicted that by the end of this year some 33 million people will cut the cord and stop their traditional cable or satellite subscription services, a 32 percent increase from the previous year. 

If fewer people are watching traditional TV, how can marketers use the medium to reach viewers? TV hasn't gone away from most American homes, it's just that the content being watched is coming from internet connections. That's why it's important for marketers to understand the switch in viewing preferences.

In the digital video/digital advertising industry, we feel this situation creates opportunities for smart marketers. Digital video advertising offers interactive, visual opportunities to connect with consumers and inspire new relationships with brands.

Here are some of the reasons why video will continue to have a significant impact on digital advertising in 2019.

Video Is Engaging

Nearly all millennials are consuming video content on a daily basis with their mobile devices. As a result, it's likely they are seeing digital video ads on Instagram, Snapchat, YouTube, and other video-centric channels.

Interactive digital video advertising will dominate the US advertising landscape in 2019. Another recent eMarketer report shows US digital video ad spending will show continued growth from a mix of mobile and social media video ads, and will eventually take up half of top marketers' budgets in the coming year.

A Customized, Personal Experience

Younger viewers (and some older ones, too) are no longer watching what's on TV. Instead, they are using their smart TVs (with YouTube, Roku, Apple TV, and Chromecast leading the way) to deliver content the way they want it, when they want it. TV is becoming a personalized, customized viewing experience. That opens the door to personal engagement with advertising.

Video Is Memorable

Thanks to being able to pick and choose what consumers want to watch, the experience of massive (or binge) video watching (such as an entire season or two of a favorite program in one evening) becomes more memorable and shareable as well.

No More Prime Time?

How does this new viewer reality square with marketers still spending more of their money on "prime time" advertising? Does the concept of "prime time" still warrant the higher values? With a plethora of streaming outlets available, more younger viewers are clearly not pressured to watch TV at any particular hour.

 New Video Formats

Because of the new types of viewing, video ads have been taking on new forms. There are native outstream video ads used in social and online media feeds, live videos from social media channels, and an emerging class of online TV shows being sponsored by major online marketers.

With these changes in the way people (and particularly younger people) watch their programs, brands now have fantastic possibilities for standing out by using creative combinations of personalization, user experience interaction, and hot spots/outstream/native video formats.

Is Connected TV All It's Cracked Up to Be? Yes!

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In recent years, mobile phone screens and desktop monitors have taken advertisers' attention away from running campaigns on the family TV. With more people cutting the cable cord and relying on internet streaming for programming choices, connected TV in the family room is moving ahead.

Connected TV is popular with cord cutters, or those who have ceased paying for TV services in the home. According to eMarketer estimates, about 33 million have stopped their subscriptions to a paid TV service. Another recent report, the "Q1 2018 Nielsen Total Audience Report," found that the average U.S. adult now spends more than 11 hours each day listening to, watching, reading, or interacting with some form of linear or digital media.

Connected TV is a key reason for the uptick in media consumption. While there might be some growing pains in the category, connected TV is showing it's living up to its initial hype.

Doubling Growth

In the past year, connected TV has doubled its advertising growth, overtaking the number of impressions over mobile devices. The "Q2 2018 Video Advertising Benchmarks Report" from Extreme Reach found connected TV had 38 percent of video ad impressions in 2018's second quarter. Those video ad impressions are mostly from consumers' preference for platforms such as Hulu, Netflix, Roku, Apple TV, Google's Chromecast, and others during the U.S. prime time of 8 p.m. to 11 p.m.

The anticipated growth of connected TV means a comparable increase in video advertising. But it will be online, through connected TV.

Analyst firm Forrester notes that all the big players, including Facebook, Apple, Amazon, Netflix, and Google, are looking to a future in which consumers watch video online rather than on traditional linear TV channels. It will likely lead to a more fragmented video world. There will be more on-demand video content consumed, and more opportunities for advertisers to reach these fragmented audiences at different price and reach windows. 

Advertiser Benefits on CTV

Here are the benefits of advertising on connected TV:

  • It's easy to get ads seen by a target audience faster: Connected TV gives marketers and advertisers a more accurate route to reaching relevant viewers. Instead of aiming for large, general audiences, marketers can narrow their ad campaigns for a more relevant reach.

  • There are opportunities for specific targeting: Connected TV advertisers are getting more sophisticated about targeting methods, including first-party, third-party lookalike modeling, CTV retargeting, and cross-device targeting. This area is expected to grow in importance in the coming months. 

  • Ads are shown fewer times on CTV: Instead of a barrage of ads coming in between programming segments on traditional TV, ads on connected TV are fewer in frequency. This results in higher view-completion rates because consumers aren't overwhelmed by ads.

  • Connected TV consumers are in a more receptive, relaxed state of mind: Connected TV viewers see ads when they are ready for entertainment. Advertisers believe this increases the chances a brand's ad to make a good impression on viewers, compared to other platforms when this may not happen.  

  • Ads can become shoppable: Making connected TV ads more interactive and useful to consumers is a priority for online advertisers, as it's easier to build interactivity into ads over connected TVs.

Netflix, YouTube, and Hulu are all showing increased usage over connected TV. As advertisers catch up to meet these receptive audiences, the connected TV category looks to grow incrementally in the coming years.

 

Get Greater Growth With Effective YouTube Advertising

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Businesses everywhere are realizing the immense power of online video advertising. And there's no more effective way to advertise with video than on Google's video channel, YouTube, which has been around since 2005.

It's tough to argue with YouTube's dominance. Its audience numbers over one billion viewers. From that, YouTube gets about 30 million daily users watching videos on its site. Marketers of all sizes are using YouTube to reach viewers in order to raise brand awareness, sell products, and expand new businesses.

So how does your business get started using YouTube for advertising? There are several advertising options companies can use to reach more consumers and increase conversions. YouTube Ads fall under Google's larger advertising AdWords umbrella. Advertisers can create videos and choose from several video ad formats for multiple campaigns. Currently, YouTube offers three types of ads: TrueView in-stream ads, TrueView video discovery ads, and bumper ads.

TrueView In-stream Ads

TrueView in-stream ads come in two broad categories — skippable video ads and non-skippable video ads. Any regular video viewer has seen both of these ad formats. These ads are shown before the start of a video, and as clickable thumbnails. Skippable ads are generally short, running anywhere from 15 to 20 seconds at the start of a selected clip. After 5 seconds of seeing the ads, users can choose to "skip" them.

The non-skippable ads are the ones a viewer has to watch (or wait to finish) before the chosen clip starts. These ads tend to get higher engagement because they must make their calls to action (CTAs) short and sweet.

With either of these formats, advertisers should get their most important message across early in the ad, and deliver a CTA to visit a website or make a purchase before the end of the ad. Keep your ads short. Around 30 to 45 seconds is the average length.

Google notes that in-stream ads are best used for:

  • Brand awareness and reach
  • Brand and product consideration
  • Leads and site traffic
  • Non-goal-specific campaigns

TrueView Video Discovery Ads

Google recently renamed this ad category, as these were previously known as TrueView in-display ads.

Advertisers can utilize both desktop and mobile for TrueView video discovery ads. These ads are shown with a thumbnail and one to three lines of text. The difference with this format is that users click on the ad and are sent to a channel page to view the video (instead of viewing the video in the ad). Google recommends CTA overlays for these ads, enabling viewers to click through.

Bumper Ads

Need to gain viewer's attention fast? Try Google's Bumper ads. These are 6-second ads that serve as a short form of advertising for today's mobile users with short attention spans.

Bumper ads help brands communicate short messages for exposure and brand awareness. They seem to work best when created with a strong opening image, animation, or large text. Here are some bumper ad examples.

In each of these formats, from opening pitch to CTA, advertisers should be fast and creative on all fronts. Brands can use their expertise to create content that's informative and useful while building trust with viewers. Examples of this are ads espousing tutorials, problem-solving situations, and other teachable moments. Advertisers should also offer strong calls to action, directing viewers to relevant landing pages that can help to create conversions.

YouTube advertising is a route to marketing success your brand should explore in 2018. Let us help you figure out what works best for video advertising.

Against the Current: Changing Trends in Consumer Streaming Habits

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Remember when content was king? Well, what’s king now is streaming content. And it’s not just streamed films and television content either. There’s parallel growth in streaming live TV events and live sporting events. CBS recently launched CBS Sports HQ, a live 24-7 streaming channel for all types of sports coverage, sports news and insider analysis. CBS Sports HQ will be available for free online for web users. CBS says the channel will cover will news, sports highlights and updates for basketball, football, baseball, soccer, hockey games and more. It’s an attempt to reach the younger demographic of users who have cut their cable cord, and aren’t watching sports at home.

Our Adtaxi “Super Bowl Viewership and Consumer Streaming Trends Survey” from January showed how younger consumers’ viewing habits are changing around content-streaming and media-viewing, especially around major sporting live events.

Other data found in our research on streaming content in general included:

  • 74% of those surveyed stream half of their TV programming
  • 64% of those surveyed stream content on their mobile devices
  • TV shows are the most popular content streamed by women
  • Movies are tops for streaming content among men

And it’s not only young viewers doing the bulk of streaming. Baby Boomers aged 50-64 are also streaming more media than ever. Older Americans are watching 45% more web-connected TV than live network or cable programming, according to data from Netflix, Rotten Tomatoes and E-Poll Research. Some of these TV shows that are resonating with streaming consumers are Netflix hits like “Dear White People”, “Stranger Things” and “Sense8”, per E-Poll research on popular streaming TV shows.

Streaming with the Second Screen

The second screen impact is also in full swing for streaming viewers. When streaming live sports and live TV events, users are also using a second screen to supplement the main event. Mobile devices in hand, these viewers are watching the event, but are tweeting, taking pictures and sharing reactions on Snapchat, Instagram, Facebook Live and other social media.

Advertisers Need Data

Advertisers can reach interested consumers on streaming media in a range of geographical and demographic areas at the same time. They can do this by optimizing targeting strategies and reaching specific age groups or genders on the appropriate platforms.

But the key to it all is the data gained by advertisers. With good data on streaming media, advertisers can figure out which advertising works best on the assorted devices that people use to stream content (phone, desktop, laptop, etc.), and the specific programming apps (Hulu, Showtime, NFL, ESPN, etc.).

New Ad Tech Firms for Streaming Data

Here’s where it gets interesting. New technology companies on the landscape are trying to reconfigure how ads are shown to consumers using streaming media. And it’s all in the data that these companies can gain from you, the home viewer. The Wall Street Journal highlighted three entrants into this growth area:

  • Sorenson Media, which helps advertisers deliver targeted ads to a home’s smart TVs
  • Alphonso, which uses a microphone app to learn about individual’s TV viewing in the home, and then works with advertisers to deliver targeted ads to that location; and
  • Verance, which uses a technology called Aspect to cull data on certain ads that were shown on smart TVs in individual homes.

Figuring out the data equation will be top of mind for many advertisers in 2018 to reach fragmented streaming media audiences.

Press Release - Study: Super Bowl streaming viewership to increase this year by 45%

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DENVER (January 31, 2018)Adtaxi, one of the nation’s fastest growing digital marketing agencies, released the results of its Super Bowl Viewership and Consumer Streaming Trends Survey, an in-depth look at how consumers nationwide will be watching the Super Bowl, as well as an examination of their digital streaming habits more broadly. Although movies and television series still dominate the streaming world, there are important opportunities for digital advertisers to reach consumers while viewing major sporting events—namely through social media.

The survey revealed that Super Bowl viewership via streaming services is expected to be up 45% from last year, and many viewers will simultaneously engage in secondary media sources to consume event-related content. Indeed, of those watching via traditional television or cable services, a majority (58%) will be using secondary channels for related content. On average, those seeking related content will use 2.1 different channels (e.g., social media, sports websites, group chat, forums), representing key vehicles through which companies can reach audiences with targeted advertisements.

Additional Super Bowl highlights are below:

SUPER BOWL TRENDS

  • -- 3 out of 4 respondents (75%) will be tuning in to this year’s Super Bowl.
  • -- Viewers in the 18- to 29-year-old age group (17%) are most likely to stream the game.
  • -- Nearly half (47%) of all respondents will use secondary media to consume Super Bowl-related content.
  • -- A majority of secondary media users (68%) will use social media.
  • -- 71% of 18- to 29-year-olds will use secondary media—more than any other age group.
  • -- Female respondents (35%) are more likely to use social media than male respondents (29%), while the males (18%) are more likely to use sports sites than the females (10%).

“In today’s media-rich environment, consumers are immersed in a world of screens, and using one platform at a time is no longer enough,” said Chris Loretto, Executive Vice President of Adtaxi. “Viewers—and younger audiences in particular—are not only watching events on the television as they happen, but they are also tweeting and texting about it, or recording their reactions via Snapchat and Facebook Live. This creates a unique opportunity for brands to reach audiences in multiple places at the same time. For instance, a Super Bowl viewer chatting with their friends on Facebook about a television commercial they just saw can simultaneously be targeted with a digital advertisement for the same brand.”

In addition, data revealed that a vast majority of the consumers surveyed—particularly those belonging to younger demographics—now use streaming services, with movies and television overwhelmingly representing the most popular categories.

Key findings surrounding consumer streaming habits are summarized below:

STREAMING HABITS

  • -- Nearly 3/4 of respondents (74%) stream content digitally.
  • -- One-third (31%) of respondents consume at least half of their TV programming via streaming.
  • -- 55 percent of 18- to 29-year-old respondents stream at least half of their TV programming.
  • -- Mobile devices (64%) are the most commonly used streaming devices in the last 30 days.
  • -- Saving money (59%) is most popular reason for moving away from traditional cable to digital streaming, followed by wanting to watch on one’s own schedule (56.28%) and avoiding TV commercials (45%).
  • -- Movies (69%) are the most popular type of content streamed in a typical month overall, followed by news programming (37%), sports programming (27%) and awards shows (9%)
  • -- Among the men surveyed, movies (67%) are the most popular type of streaming content, while TV series (74%) are the most popular among female respondents.

“Overall, this data contributes to our growing body of knowledge surrounding consumer demographics, helping us optimize our targeting strategies and reach specific age groups or genders on the appropriate platforms. With a higher degree of precision, we can reach audiences where they are, with the most relevant content possible,” Loretto said. “There is no doubt about it—streaming is on the rise, and advertisers must either adapt to keep up with the rapidly-evolving landscape, or face falling behind.”

Methodology

The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographic of those polled represented a broad range in household income, geographic location, age and gender.