Multi-Platform Mastermind
  • Home
  • Industry News
  • Technology Guide
  • Blog
  • Research & Whitepapers
  • Products & Services
  • About
    • About
    • Contact Us

How Do You Combine TV and Digital Video?

6/24/2014

0 Comments

 
Picture
When blending the two, use TV for reach and digital video for frequency

Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years, according to a new eMarketer report, “50 Best Practices for Digital Video: Do’s and Don’ts for More Effective Advertising.”

Even though digital video advertising is in some ways well established, it is still new to many marketers and is still evolving for the experienced ones.

For this report, designed primarily for ad buyers, whether agencies or brands, eMarketer gathered insights from dozens of experts in the space—executives at brands and ad agencies, publishers, ad networks, and technology support companies. Here are the tips and suggestions from these thought leaders on integrating video ads with TV, one section of digital video advertising we focused on:

Use video to reinforce the larger TV campaign. “We know that when we’re out with a digital video buy, there’s greater recall when our [TV] spot actually airs.” (Amy Peet, Chrysler Group)

Use TV for reach and digital video for frequency. “As a cross-media planner, if you’re able to sequence these two things together, you can have them both working in unison—one for reach, one for frequency. TV advertising typically raises the profile and creates a lot of impact. Then it’s supplemented by high frequency, much cheaper inventory bought through video networks, for example, or any programmatic video buy.” (Matthew Waghorn, Huge)

Don’t expect a panacea—it doesn’t exist. There’s no simple or single formula for budgeting sight-sound-motion ads across TV and digital. “It’s going to depend by brand, by objective of what you’re trying to accomplish, by results over time and refining and tweaking those.” (Doug Knopper, FreeWheel)

Come together. Best practices are established by corporate silos—or the absence of them. “The next step will be around organizational structure. We hear a lot from agencies that the digital and linear sides are slowly coming together, and the same thing is happening with publishers. And the more these discussions happen and these groups come together, the easier it will be for the industry to start transacting on more of a converged space. So another best practice is to really think about how you merge those two sides of the house.” (Brian Dutt, FreeWheel)


0 Comments

Twitter Takes to TV Tie-Ins

3/31/2014

0 Comments

 
Picture
User growth slows, but Twitter’s ad revenues are growing rapidly

Twitter showed in 2013 that its ad business is growing fast. Even as user growth slowed dramatically, ad revenues and ad engagement metrics ticked up.

Advertisers cite three reasons why they’re increasing spending on Twitter: The social network’s tie-ins with TV, its real-time nature and its willingness to partner closely on creative executions. Other developments that will drive growth this year include improved analytics, more ad offerings for international markets and additional ad products in the direct-response and ecommerce areas, according to a new eMarketer report, “Advertising on Twitter: Unique Opportunities Outweigh Slowing User Growth.”

Twitter spent much of 2013 solidifying its connections with TV. It launched a new ratings business with Nielsen to measure TV-related conversations on Twitter; created new video ad opportunities with Amplify; and bolstered its association with high-profile TV events such as the Super Bowl, Grammys and Oscars.

Twitter’s linkups with television are beneficial to both the TV industry and the social network. TV executives know that many people multitask on mobile devices while watching TV. On-air mentions of Twitter drive conversation about what’s on TV and help keep viewers focused on the television.

In December 2013 polling by RBC and Advertising Age, 22% of US advertising professionals said they’d bought Twitter ads in conjunction with a TV ad campaign. Considering that programs such as Amplify are less than a year old, this constitutes positive momentum.

Advertisers that buy sponsorship packages for sports or other large-scale televised events are starting to see Twitter ads as an integral part of their overall media plan. However, there’s a caveat to looking at Twitter as a parallel to TV. Advertisers can reach an engaged audience on Twitter, but that audience by no means rivals the size or demographic makeup of the audience watching a TV program. Advertisers, then, must put engagement before reach when they sync up their TV advertising with ads on Twitter.

Twitter is focused on improving its connections with TV, and it has been bolstering its case with TV advertisers with a series of studies. Among the findings:

  • Twitter users were less likely to change the channel during ad breaks: In a November 2013 study from Symphony Advanced Media, 8% of Twitter users did so, compared with 17% of those who were not multitasking and 13% of those who multitasked with a mobile device while watching TV.
  • Viewers watching TV while using Twitter had higher ad recall: In a December 2013 study by Millward Brown Digital, those watching without a second-screen device had average ad recall of 40%, while those using Twitter had average recall of 53%.

Picture
0 Comments

    Archives

    December 2014
    October 2014
    June 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013

    Categories

    All
    Adap.tv
    Advertising
    Agencies
    Apps
    Automotive
    Branding
    Broadband
    Broadcast
    Buyers
    BuzzFeed
    Cable
    CBS
    Click-through Rates
    Comcast
    Comscore
    Consumer Expectations
    Consumption
    Cross Platform
    Demographics
    Digital
    Dish Tv
    Dual Screen
    Ecommerce
    Facebook
    Fandango
    Gaming
    Growth
    Hsi
    Instagram
    Internet
    Iptv
    Linear Tv
    Linkedin
    Measurement
    Media
    Mobile
    Mobile Tv
    Multi Screen
    Multi-Screen
    Nbc
    Ncc
    Networks
    Nielsen
    Online Video
    Ott
    Outdoor
    Out Of Home
    Out-of-Home
    Pay Tv
    Pointroll
    Print
    Prospecting
    Radio
    Ratings
    Rentrak
    Search
    Sem
    Seo
    Social Media
    Sony
    Spending
    Streaming
    Streaming Tv
    Telco
    Television
    Time Shifted
    TV
    Tv Everywhere
    Twitter
    Viacom
    Video
    Video Ads
    Viewing
    Vod
    X1 Platform
    Xfinity
    Yahoo
    Yelp
    YouTube

    RSS Feed


All rights reserved by Multi-Platform Mastermind LLC
                About Us         |        Subscribe to Newsletter