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BuzzFeed: 'Video is the Biggest Shift in Our Business'

4/29/2014

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BuzzFeed Racks Up More Than a Billion YouTube Views Since 2012 
By Michael Sebastian

The VIP line to BuzzFeed's first NewFront presentation Monday, 30 minutes before start time. More people queued up on the other side of the theater. Credit: Michael Sebastian BuzzFeed has often seemed ahead of the web, with strategies such as content explicitly designed to travel far in social media and "native" ads that mimic editorial. But on Monday the website was firmly part of the pack, using its first NewFronts presentation to pitch the same thing every other publisher wants to sell: video.

Founder Jonah Peretti described the site's origins, showed the evolution of its homepage and explained why its content is so shareable on the web. But his main purpose was to demonstrate that BuzzFeed is doing video in a big way.

"Video is the biggest shift in our business," Mr. Peretti told the audience, a large crowd that occupied two theaters, one of which carrying a simulcast of events in the first. BuzzFeed has produced 1,600 videos since September 2012, the company said, racking up more than 1.1 billion views on YouTube.

The presentation was the second of this year's Digital NewFronts, which mimic TV's annual upfront presentations to advertisers in an effort to lure TV ad budgets online. The New York Times pitched its digital wares Monday morning.

BuzzFeed showed off clips ranging from cat videos to a look at the average person's lifespan represented as jellybeans.

It also, central to the point, played videos it had produced for Nestle Purina, Clean and Clear and G.E. BuzzFeed never made an explicit pitch to the buyers and marketers in the audience, but let the three brands sing its praises in a question-and-answer session.

"We're working with them like we have our ad agencies over the past decades," Rick Spiekermann, director of content, community and partnerships at Nestle Purina Pet Care, told Ad Age after the event.


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Interactive Video Ads Create Two-Way Communication

9/5/2013

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Lots of options for interactive video ads, best practices apply
When it comes to interactive video advertising, almost everyone is a newbie. That’s because, according to various rough estimates, only about 10% to 20% of all digital video ads have some kind of interactive component.

For years, the term “interactive” has also been a synonym for online or digital. But these ads were really mostly static. Now, though, when applied to video advertising, the term interactive is used to describe some type of give-and-take, a two-way communication between advertisers and audiences, according to a new eMarketer report, “Interactive Video Advertising: Seven Best Practices for a New Ad Channel.”

It’s still the early days for interactive video advertising, but growth is rapid. As of June 2012, data from video ad management company VINDICO showed that 11% of all digital video ads had some kind of interactivity.



The share of ads that are interactive has doubled from last year, said Matt Timothy, president of VINDICO. “I expect it to double again in 2014.”

The sharp gains in digital video ad spending underline the importance of incorporating best practices into campaigns. eMarketer estimates that video’s share of the overall digital display budget will rise from 23.4% this year to 30.7% by 2017.



An understanding of the various ways marketers can make digital video ads interactive is the primary best practice when looking to get started with the process.

The following elements are all counted, by at least some, as contributing to interactive video. However, for some players in the space, not all of these elements are worthy of being called interactive:
  • A clickable button for engagement via Facebook, Twitter, Google+, Pinterest, etc.
  • An ad selector, giving audience members a choice among multiple categories
  • A click, rollover or other user action that initiates further content
  • Some type of call to action within the video player, where the ad pauses and expands in a new window, with which the audience then interacts
  • An overlay, which can deliver anything from a two-question poll to rich media graphics to an additional layer of video on top of the main advertising creative
The audience’s motivation for interaction can be to get more information—especially useful for high-consideration products—or to indulge in some kind of entertainment, like a game, movie preview or fun content.

It’s also important that an interactive video ad’s call to action vary depending on the type of product—and the audience—being pitched.

At this early stage, a few industries are gravitating more toward interactive video than others. Some, including automotive and electronics, take advantage of interactivity to provide deep information about product specs. Others, such as entertainment, have a lot of additional content to enhance interactivity. Ad executives also point to the travel, retail and consumer packaged goods (CPG) sectors as active in the space.


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Video Ads See Higher CTR In Mobile

9/4/2013

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Video Ads See Higher CTR In Mobile
by Mark Walsh, Wednesday, September 4, 2013

People are more likely to click on ads while watching video on smartphones and tablets than on the desktop, according to new findings from video ad provider TubeMogul.

Click-through rates for pre-roll ads shown on mobile devices were 4.9%, on average, compared to 0.6% on PCs, based on second-quarter data from the company’s media-buying platform spanning millions of mobile ad views in the U.S.

David Burch, communications director at TubeMogul, suggested the higher engagement rate in mobile stems from people being in more of a casual mind-set than on the desktop, since they’re less likely to be at work when seeing the ads, especially on a tablet. TubeMogul’s research showed tablet ad viewing peaks during prime time (8 p.m. to midnight), while the pattern for phones was steadier throughout the day.

Looking at tablets by operating system, viewing on Android and iOS was similar, reaching highs during morning and prime-time hours. The absolute peak for iPad users, however, was a bit later—from 10 p.m. to midnight—when Android tablet owners tailed off. There was more of a contrast between mobile platforms on the phone side.

Ad viewing among iPhone users peaked from 7 a.m. to 10 a.m., while Android phone users tend to come alive at night, watching ads mainly during prime-time hours. The lone exception for iPhone owners is at midnight, when they switch back on to watch videos before going to bed.

The TubeMogul data also showed most mobile video ads viewing takes place late in the week, with nearly half (49%) of ads watched between Thursday and Saturday. The peak is Thursday, when 17% of views take place, followed closely by Saturday, at 16.7%.

Similarly, ad completion rates are highest on the weekend, likely reflecting the greater amount of leisure time people have. That rate averages 52.2% on the weekend, compared to 44.4% during the week. Completion rates tend to spike during the morning and afternoon hours on the weekend rather than the in the evening.

Comparing interaction by country, completion rates were highest in Canada, at 64.1%, followed by the U.K. (56.3%), the U.S. (53.2%), Singapore (46.9%), and New Zealand (34.4%). TubeMogul said the U.S. rate has gone up 7.1% on a monthly basis. Singapore had the highest mobile click-through rate, at 7.6%), trailed by the U.S. (4.9%), Canada (3.4%), New Zealand (3.1%), and the U.K. (1.5%). 

In its latest cross-platform report, Nielsen said 45.3 million people watched video on a mobile phone in the first quarter, up from 36 million in the year-earlier period. Time spent viewing mobile video also increased, to five hours, one minute a month, from four hours, 29 minutes a year ago.


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Number Of Video Ads Jumps In Q2

8/19/2013

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Number Of Video Ads Jumps In Q2 

by Daisy Whitney, Aug 15, 2013, 4:27 PM

Video advertising is alive and well. The number of online video ad impressions in the second quarter rose 40% over the first quarter, according to video ad platform Videology. Mobile video too saw a healthy rise, with a 73% increase in the number of ads in the second quarter.

Consumer packaged goods advertisers have always commanded the lion’s share of digital video ad dollars, but they are also among the fastest growing categories. CPG marketers comprised 35% of the ads on the Videology platform in the second quarter, and grew its share of video impressions by 13% compared to the first quarter, according to an analysis of nearly 2 billion impressions Videology served in the second quarter.

The second quarter was good to other categories as well, Videology said. Auto saw a 5% bump in share of impressions, travel a 2% rise and health care a 2% boost. CPG rules the roost, though. With more than one-third share of video ads, CPG is nearly three times ahead of auto, the next category behind it with 13% of video ads in the quarter, then restaurants with 9%.

Interestingly, the data suggests that ads are becoming more advanced. The share of advanced targeted spots rose 14% for the second quarter, with consumer behavior the dominant means for segmenting ads. Advanced ads include behaviorally targeted, geo-targeted and daypart-targeted ads. Specifically, marketers targeted by behavior at 49%, via geography at 34%, then via daypart for 17%.

Other interesting shifts occurred in the second quarter. Entertainment websites were the most popular destination for running online video ads, but gaming sites rose 7% and news 5% in share. Still, about 55% of video ad impressions ran on entertainment sites, 11% on gaming sites and 9% on news sites.

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