video

Using Snapchat To Drive Auto Dealership Engagement

When dealerships are creating a marketing strategy, Snapchat is not likely to be top of mind.  However, failing to capitalizing on this highly engaged audience could be doing your business a huge disservice.  With over 186 million daily active users, 90% of which share their location, it’s a prime opportunity to tap into mobile users around your dealership for a fun and authentic ad experience.

While mobile devices heavily influence auto shoppers, particularly for younger buyers, Snapchat offers a way to be in front of the always-on, always sharing audience.  With unique ad units, fun filters and stories feature, the platform offers a variety of options for this captive audience.

Watch our webinar to learn how to use Snapchat to accelerate past the competition.

Weekly Digital Breakdown

Macy’s Pins Its Summer Market

Macy’s is making a splash this summer by combining augmented reality and Pinterest Pincodes to creatively connect users to their products. With soaring growth in e-commerce and mobile, the company hopes to capitalize on its most engaged shoppers while creating a fun social experience centered around summertime activities.  

The campaign will link Pinterest Pincodes, accessible at popular summer hot spots, such as beaches, lakes and parks, with a pinterest board highlighting items from Macy’s summer catalog specific curated to the location. The boards are then shoppable, allowing for an effortless buying experience. The campaign will also feature stories on various social platforms to highlight summer’s best moments.  

With department store catalogs a thing of the past, this is a new spin to bring personalized styles right to user’s mobile devices. It also allows for authentic experiences with the company being shared socially, further propelling the campaign organically.

https://www.marketingdive.com/news/macys-summer-campaign-heads-outside-with-pinterest-pincodes/555124/

Twitter Toys Around With Updated Carousel Ads

Twitter is testing a reformatted version of carousel ads to boost app install and re-engagement campaigns for advertisers. In 2016, Twitter tested a version where several tweets could be used in a series, but had little popularity and was eventually discontinued. The revised format allows for multiple, swipeable images in a single ad unit which can be used for showcasing a series of products or using in a series to convey a story, tapping into the user’s emotions.

As other platforms such as Facebook have proven, the carousel ad is very visually appealing and engaging for users, thus increasing campaign performance for advertisers. In many cases, it also results in significant decreases in cost per conversion, upward of 30-50%.  As Twitter works to entice advertisers with its innovative ad units, it remains uncertain if the carousel ad will be heavily utilized by advertisers or well received by users.

https://www.socialmediatoday.com/news/twitters-testing-a-new-carousel-ad-format-for-app-install-campaigns/555064/

YouTube’s Bumper Machine Uses AI to Automate 6-Second Video Creation

In an effort to minimize mobile viewing interruptions, YouTube released a new tool for advertisers that transforms their current video ads into “bumper” six-second video format.  With the help of artificial intelligence, “Bumper Machine” condenses videos by identifying elements such as human characters, motions, branding and quality of focus and framing to consolidate the messaging in the shorter format, concluding with the final call-to-action in the last few seconds. The limited time frame makes it more imperative that messages are visually appealing and easily consumed for viewers. Marketers that use the tool are not limited to the first result but instead, it’s meant to be a process allowing for human review to create the final product.

With mobile ad spend growing exponentially and accounting for 65% of all digital ad spend, the Bumper Machine tool will help advertisers tap into that market in a new way.  While some will simply condense current longer-form ads, others may use the tool to create short teasers for a longer ad or create a series of bumper ads that can tie together. The addition of the free tool is yet another way YouTube is continuing to evolve to accommodate the market.

https://techcrunch.com/2019/05/13/youtube-bumper-machine/

Boosting Social Media Marketing Efforts With IGTV

iStock-860209784.jpg

In June, Instagram marked two peaks in its 8-year history. The popular social media site reached a new milestone of one billion users, and it announced the launch of Instagram TV, or IGTV. Described by some as a hybrid between Instagram Stories (the circles of your friends at the top of your feed) and YouTube, IGTV offers plenty of new marketing opportunities for advertisers who use Instagram in their social media marketing strategies.

Advertisers and publishers have moved quickly to explore IGTV over the past month because it provides a much wider canvas on which to work. One reason for the fast attraction is that IGTV's time lengths for videos have been extended. Before, branded videos on Instagram were kept simple, adhering to the platform's 1-minute limit. Now, IGTV offers everyone a 10-minute minimum time limit — and for some premium advertisers, a 60-minute time limit on videos.

As Advertising Age points out, this may lead to experimentation by brands to take full advantage of the 1-hour time length with off-the-wall videos, like the one the article features of teen star Cole Sprouse eating a hamburger for an hour.

What Is IGTV?

IGTV is a new platform from Instagram dedicated to videos. It gives brands and everyday social media influencers the opportunity to expand brand presence on Instagram TV. The new TV format is designed for viewing on your mobile phone.

How Does IGTV work?

To get started on IGTV, go into your Instagram brand account and click the TV icon on the top right. Follow the prompts in Instagram to set up the channel. You don't get to pick a new name—the channel is the account name. When you are ready to shoot a new clip or upload an existing clip, use the "upload video" prompt that appears. Note that you can upload from a desktop browser at Instagram.com. Here is a step-by-step guide to the IGTV upload process.

Remember, this format is geared toward seeing original vertical videos. Brands that have hundreds of horizontal videos can still upload these clips, but users will have to turn their smartphones sideways to watch them.

If you're looking to make the most of your social media marketing efforts on this new platform, here are some IGTV tips.

Offer brand-related tips or use your IGTV video to share a key point about your brand or product. Keep it simple, funny, or unique. Try different ways to grab people's attention, because a swipe right will happen faster on IGTV than with a remote channel switcher.

Teach viewers how to use products. Why not offer tips for viewers on how to use the product or service? Show the product or service in action, in its actual environment. Let viewers see some things they might not know about your product. From home and garden items to software essentials, showing how your product is best used is natural for marketers using IGTV.

Interview experts or tell personal stories. Another way to experiment with IGTV is to use the brand channel to tell personal stories that can relate to the brand (or not). Invite some of the brand team experts to share their favorite stories about working with that particular product. Or you might choose to interview the brand's CEO to talk about how the product is created. A behind-the-scenes view of a top brand is always an interesting view.

Display brand culture and products with crisply edited videos. Show your brand culture and products using high-quality, professionally produced videos. Mixing these high-quality productions with mobile phone clips from your phone can help to balance the feel of your channel.

As of mid-July, IGTV is not showing any advertising. This is an opportunity for brands to upload their previous ads to their IGTV channels to give it that traditional TV experience that we know and love. You can also contact Adtaxi if you have any questions on using IGTV. You can bet there will be more developments in this fast-moving niche.

 

What YouTube's Audience-Targeting Feature Means for Ads

iStock-459023643.jpg

Digital disrupts everything. And when it comes to advertising, the steady tidal wave of change affecting how we watch television has really shaken things up. In fact, by the year 2019, experts estimate cord cutters will number over 19 million in the United States alone. While cable television might have reigned supreme in years gone by, consumers are more in control than ever before.

Our ever-evolving technology has created a new generation of connected viewers indulging in online media consumption, which includes watching content digitally. Video giant YouTube notes that users viewing content on connected televisions represent explosive growth in its audience, with an estimated 150 million hours of YouTube content streaming on television screens around the world.

Google's YouTube unit has a solid reputation of giving advertisers new ways to hone in on their target audiences. In 2018, the company announced a plan for advertisers to reach viewers watching YouTube on their televisions, as well as cord cutters and folks who just don't watch that much traditional television. Here are the essential things you should know about this new audience-targeting campaign.

Targeting Light TV Viewers

Do you watch most of your television online? If so, you might belong to YouTube's new audience segment for Google Adwords: "light TV viewers." This savvy move comes in the wake of a steady growth in digital video viewing, and gives advertisers additional flexibility to target their audiences more effectively. With this category, advertisers can choose the devices they want to target with their marketing efforts, including desktops and mobile devices.

AdWords and DoubleClick Bid Manager Targeting via TV Screens

This program gives advertisers their first-ever opportunity to target online television viewers. Advertisers can reach those watching YouTube on their connected televisions using DoubleClick Bid Manager and AdWords. These options already exist for advertisers who advertise using YouTube ads on computers, tablets, and mobile phones. With this new rollout, advertisers will be able to modify their content to make sure it's optimized for television viewing.

YouTube TV Ad Inventory Availability in Google Preferred 

In 2017, Google threw its hat into the virtual pay-television market with the launch of YouTube TV. When it launched, it provided subscribers with about 50 different live channels, and didn't include ads. That will change starting in 2018's fourth quarter as Google extends its Google Preferred ad program to many of the networks on YouTube TV. This is significant largely because Google Preferred has long been a premium ad program on the top-tier, most-popular YouTube channels.

By making the jump to YouTube TV, Google can turn the volume way up on the number of opportunities for monetization available to advertisers. This is likely just the beginning of the new and innovative options advertisers will have to update their strategies in today's fast-moving digital world.

 

Connected TV Is Expanding — Here's How to Leverage It

shutterstock_1016394424.jpg

Adults spend more than 10 hours and 45 minutes consuming media every day, with much of that screen time taking place on computers, mobile devices, and connected televisions. An estimated 70 million households have connected TVs, which give these households more options for streaming their favorite movies, shows, and videos. In the process, these devices are giving live television a run for its money, especially when it comes to advertising.

As connected TV (CTV) becomes increasingly popular and continues to expand, advertisers, marketers, and brands need to find new ways to connect with audiences. To help you create your game plan, we've created a quick guide to exploring what CTV advertising is, along with ways to leverage its unique power.

How Is CTV Advertising Different?

Connected TV has transformed how we consume media, making content available on just about any device. It has also changed how we approach television. No longer must we sit down in front of the television at a set time on a specific day to catch our favorite shows.

CTV has also turned advertising on its head. There's no standard way to measure CTV advertising. There are no cookies to track, and it isn't tied to conventional demographic-based audiences in the same way as traditional television.

But even with the new challenges it presents, CTV advertising offers some serious benefits, including an immersive larger-screen experience (as compared to digital advertising alone), and an unprecedented ability to target audiences precisely while creating interactive ads that really resonate.

Ideas for Leveraging CTV

Advertisers just getting started in the CTV universe would do well to start by familiarizing themselves with the format's capabilities, understanding the devices consumers most often use, and understanding the formats those devices support. Once you have a solid feel for those details, you can dive into some savvy ideas for leveraging CTV's growing popularity.

Targeting Audiences Using Data

CTV advertising gives advertisers a huge opportunity to really hone in on their target audiences. Ideally, brands can use first-party data to target their audiences and tailor their campaigns accordingly. Then, they can use geography and other details to hit a bull's eye with those viewers. For example, ads could be based on viewer location and weather conditions. If it's a hot and humid day in one city, that anti-frizz shampoo and conditioner ad will run. If it's sunny and warm, a sunscreen ad might run instead.

Interactive Advertising

Keeping viewers engaged has been tricky, even for traditional television advertising. After all, it's easy to get up and leave the room for a quick break instead of watching commercials. But many CTV advertisers have found success with interactive advertising that encourages viewers to engage with the ads instead of hightailing it for the bathroom or a refill on their snacks. Combined with targeted ads that rely on user data to provide rich, relevant content to viewers, interactive advertising adds value to the viewer experience and receives a click-through rate of up to 6 percent, compared to the 0.0175 percent click-through average of most digital ads.

Optimizing Content for Multiple Platforms

CTV isn't just about televisions. Viewers can watch their programs on a variety of devices, and you want to reach those viewers no matter what device they're using. That's why it's critical to optimize content for use across computer and mobile platforms in addition to televisions.

For example, Adtaxi's programmatic advertising pinpoints the audience, uses a best-in-class tag management platform to gather data from brands' websites, and uses first- and third-party data and cross-platform targeting to deliver an amazing, cohesive experience designed to boost conversions. Learn more about how Adtaxi could help you leverage all the benefits of CTV advertising.

How to Build a Well-Rounded Cross-Platform Video Advertising Strategy

shutterstock_362113721.jpg

If you’re still working out your video advertising strategy, it’s time to get moving. Video advertising is growing and becoming more popular every day. The sooner your team figures out a well-rounded, cross-platform video ad strategy, the faster you’ll start to reap the benefits for your company.

The landscape for advertisers is huge, from connected TV (offering programming via Apple TV, Roku, Hulu, Amazon’s Fire TV, Google’s Chromecast, and others) to the social media (or “second screen”) format, where viewers by the millions are watching Instagram, Facebook, and YouTube videos on a daily basis.

eMarketer estimates marketers will spend more than $22 billion on U.S. digital video advertising by 2021. As the numbers grow, so does the complexity of video advertising, with new advertising formats, changing platforms, device-specific strategies, and multiple ways of buying and selling goods.

Video Ads on Specific Platforms

Connected TV: Connected TV (CTV) content is delivered to a TV screen with web connectivity. It’s growing at a fast clip. About 50 percent of U.S. internet users watch digital video daily on connected TVs, and 22 percent of these viewers are watching digital video on Hulu, Roku, Amazon Fire TV, Google’s Chromecast, and others in what is considered prime time in the U.S. (8 p.m. to 11p.m.). You need to be in this category for your advertising placements.

Connected TV is beneficial to viewers and advertisers. Viewers get an on-demand experience for the programs they want to watch, when they have time to watch. Advertisers get a wide array of programming content and ideal demographics at varying price and reach levels. Expect Connected TV to become heavily ad-supported in the coming years, especially with new data measurement innovations like automatic content recognition (ACR) emerging to transform the numbers.

YouTube: The granddaddy of video sites wants you to be a YouTube advertiser to reach your desired customers in segments as short as 6 seconds, or up to several minutes. The video giant offers six different ad formats:

  • Display ads appear above the right-side column video suggestions list.
  • Skippable video ads (aka. TrueView ads) can be skipped after the first 5 seconds, so it’s important to make those precious seconds count. Think high-energy, graphic-heavy visuals.
  • Bumper ads are 6-second ads that can’t be skipped. But they are short and you can win over your viewers.
  • Non-skippable video ads are used by some brands, but viewers dislike them. YouTube has recently changed the times for these ads to 15 to 20 seconds, which is more bearable for viewers.
  • Overlay ads are banner ads showing along the bottom of a video.
  • Sponsored cards are the small call-to-action ads that show at the bottom of a video. They are fairly non-obtrusive, and often lead to clicks for more information.

Facebook: Advertisers have known for years that videos help increase engagement on Facebook. Now there’s an even better way to capitalize on video advertising. Earlier this year, Facebook introduced its new ad format Collection, which it says “makes it easier for people to discover, browse, and purchase products and offerings in a visual and immersive way.”

Facebook offers advertisers four layouts in Collection to showcase their businesses and products.  Big brands including Tommy Hilfiger, Sport Chek, and Lowe’s have already tested Collection ads. According to Forbes,Sport Chek reported its conversions rose 28 percent when using GIF ads in its campaign.

Facebook wants its advertisers to excel. The social media giant suggests brands should follow these five steps to win at Facebook advertising:

  • Set a business goal and define your audience.
  • Create a hypothesis about your audience.
  • Extract data points.
  • Compare your data to your hypothesis.
  • Build and test your creative.

Instagram: Small businesses have a great opportunity to make a splash with creative advertising on Facebook’s “little brother” platform. Instagram’s video ads can unlock potential customers who may have already seen your videos. Sharing content and asking your followers to share your content is effective on Instagram.

Here are some tips for getting started with Instagram advertising.

  • Keep your ads short. Mobile use = lower attention spans.
  • Try out text, captions, and word bubbles to ensure your content is seen.
  • Use the recommended 7 to 10 hashtags to get your ads seen other than the main Instafeed.
  • Be consistent. Can you manually post every day? If not, automate that action using Hootsuite and other services.
  • Get video clips of customers and fans. Bring the human element into your ads.

6 Ways to Make Your Video Ad Strategy Effective

To make your video advertising strategy as effective as possible, explore your options. Know the nuances of your audience, your desired platforms, and your marketing angles. Incorporate these tips into your video ad strategy to make it well-rounded and cross-platform.

  1. Make great content. Your best practice for video advertising is to make great, compelling content for your ad. Make a video for your brand, your product, its benefits, or how it works. But above all, make it compelling enough for viewers to click within 10 seconds.
  2. Shorter is better. Video ads are getting shorter all the time. Younger video viewers are seen as a key reason for shorter ads. Your brand has 10 seconds or less to convey your key selling point in your ad. Do whatever you can to make it work, such as faster narration, stunning visuals, or compelling brand graphics. YouTube is offering 6-second video ads to marketers, and it’s making advertisers do more with less. Think With Google recommends that advertisers create these 6-second snippets as part of an overall theme at work, not as just the six most compelling seconds from a recut 30-second spot. Many of these bumper ads are created to make a funny or clever point in moments, hoping viewers will click for more.
  3. Create relevancy with your audience. Target, target, target. Make sure your product, brand, or service is relevant to your viewers on a specific platform. Working in Instagram? Make sure your ad is relevant for its primary audience of those aged 16 to 29. Doing ads on Facebook? Be relevant to older women, who are the primary users on Facebook.
  4. Appeal to viewers’ emotions or incite an emotional reaction. Video works best, according to Ad Age, when key psychology elements are brought into play. Emotions including love, joy, pride, laughter, and nostalgia are all key components for a video ad director to help move viewers. Plus, there is growing data from social media (especially Facebook) around users’ relationship status, work status, birthdays, anniversaries, marital status, and work relocations (among others) to give brands more ability to create emotional ads that work.
  5. Mix up your production elements. From bold colors to handheld devices, your ads can capture that slice of authenticity when you mix up your production elements. Knowing your target audience well can inform your decision on the type of production you’ll use. Whether it’s hand-drawn animation and emoji graphics or cell phone video and high-gloss imagery, the choice of production should suit your ad’s goal and call to action.
  6. Provide clear direction for what viewers should do next. Video ads should include clear calls to action. You can use graphic pop-ups with words asking viewers to subscribe or buy now. You can also include a screenshot in your ad to make clear what you want the viewer to do next. As the screenshot is showing, use an audio overlay with the same information.