Category Archives: Mark Tyrrell
In to-days world cross platform digital advertising is becoming more and more necessary as more consumers are using different devices to connect online. 10 years ago consumers used desktops to access the internet and to check email, today the average person has access to a range of devices from smartphones and tablets to smart televisions.
With smartphone sales expected to double from 1 billion units sold in 2012 to more than 2 billion units sold by 2015 and tablet expected to outstrip sales of desktop computers more consumers are accessing the internet on the go. With Android remaining the leading operating system the windows operating system is expected to decline by 4.3 percent as a result of the decline of traditional PC sales.
How Cross-Platform Media Consumption is Changing Marketing
A recent consumer study by Gartner conducted in Brazil, China, France, Germany, Italy, the U.K., the U.S. and Japan confirmed Gartner’s long-standing assumption that smaller is better when it comes to consumer tablets. The survey showed that the average screen sizes of the tablets in use across the countries ranged from 8.3 inches to 9.5 inches. Forty-seven percent of the 21,500 consumers surveyed owned a tablet that was 8 inches or less.
In a recent survey by resolve market research respondents were asked to think about how they used their tablet device on a weekly basis and what percentage of their time they spent using their tablet on these activities:
21%: Browsing the Internet
19%: Reading and sending e-mails
9%: creating, reading or modifying documents
9%: downloading and playing games
9%: Reading news articles or blogs
8%: Reading books or magazines
5%: Downloading or listing to music or podcasts
5%: Looking at saved/imported photos
5%: Watching movies
5%: Watching or uploading videos
4%: Watching TV shows
Using these figures the 85% of the consumer’s time spent using a table is susceptible to advertising. Since most tablets are used as a secondary device behind a notebook or desktop computer by professionals, companies should invest optimizing their sites for cross platform media.
The above information demonstrates the need for brands and marketers to ensure that their advertising strategies focus more heavily on these platforms by blending the use of online, Mobile, Social, Video and apps. But despite the emergence of responsive web design, which enables optimal viewing experiences across a wide range of devices some publishers are not supporting its use in online advertising. Where device ready websites are not available some advertisers are scaling down pre-existing adverts resulting in distorted images and illegible typography.
A study conducted by TiVo research and analytics, customer research company dunnhumbyUSA and Comcast Media 360 tracked a cross-platform consumer packaged goods campaign conducted in November and December 2012 that used television, online display ads and online video ads. It then compared ad impressions with purchase data to gauge the effect of cross-platform advertising.
The study found that 62% of those who saw a digital ad had little to no exposure to messaging delivered via television, indicating that ads on the various channels were reaching substantially different audiences. Still, almost four in 10 people in the study saw the ads on both television and a digital channel, making up a substantially large group.
Daisy Whitney’s New Media Minute | Cross-Platform Campaigns
Many Brands need know that they need to be developing campaigns that work across multiple devices, from desktop, or even the TV, down to smartphones. To support this, brands need adaptive media that enables them to reach consumers directly. This will only happen if more publishers invest in websites that satisfy consumers regardless of what devices they use to access them.
Online video advertising.
When it comes to online video advertising the first thing that comes to mind is Youtube and that would be the place to start as Youtube being the number one online video platform in the world with the biggest audience and is also part of the Google display network. Youtube is also the second largest search engine in the world. In research conducted by Youtube and Ipsos it was shown that advertising on Youtube v television the audience recall rate is about the same. A 30 second ad on Youtube and television the recall rate is 1.5 more that television alone and a 15 second ad is 2 times that of television alone.
800 million people visit Youtube worldwide every month so choosing Youtube for video advertising is a good start as the offer four different options for advertising.
- Trueview InSearch; this option allows users to subscribe to you channel and watch other videos on your page at no cost to the advertiser. You can also have a call to action overlay to direct traffic off Youtube to your website or social media platform.
- Trueview InDisplay; in this option you ad will show up alongside suggested videos on Youtube or websites on the Google display network. This option also works like In Search with viewers brought to your channel to view videos.
- Trueview InStream; this type of ad is played before a video and after five seconds gives the option of skipping the ad .If the ad is skipped you are not charged.
- Trueview InSlate; this ad appears before a video that is ten minutes or longer. Viewers can than choose to watch three ads before the video without any further breaks or watch the video with commercial style breaks.
Bring Your Business to Life on YouTube
Whatever form they take, online video ads are confusing for consumers. Can an ad be skipped, and what happens when you click on a banner or link—those are just some of the questions that leave Internet users scratching their heads.
Here is some rather interesting statistics that you need to be aware of for 2013.
- Video was the fastest growing form of ad format in 2012.
- According to ComScore, 45.4 percent of users viewed at least one video online over the course of a month.
- Each day 100 million internet users watch an online
- 90% of user say that seeing a video about a product is helpful in the decision process.
- 75% of executives watch work-related videos on business websites at least once a week
- 72 Hours of video are uploaded to YouTube every minute, according to YouTube
- According to an Australian Retailer, real estate listings that include a video receive 403% more inquiries than those without
- YouTube user’s watch more than 3 billion hours of video per month, according to YouTube
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 76% of marketers plan to increase their use of YouTube and video marketing according to Social Media Examiner
10-15% of current online video ads are interactive the other 85% are simply repurposed television ads according to Tim Avila vice president of product marketing for video ad platform Brightroll Inc. The repurposed television ads are not reaching their full potential as consumers have seen this all before and are not interested. Recently the Interactive Advertising Bureau (IAB) have released a series of standardised interactive online ad format guidelines http://www.iab.net/Dv_guidelines to encourage online interactive ad formats to be the dominate force in online video advertising.
These types of ads permit a range of interactions such as signing up to an email marketing campaign, clicking to get more information on a product or service, or taking you to the advertiser’s website, social media site or a specific landing page on the website. One of the biggest success story with this type of advertising would be Tipp-ex “A hunter shoots a bear” campaign having,
- 1 million views on Youtube
- 100,000+ shares on Facebook
- Up to 1 tweet per second
All in the first 36 hours of the campaign leading to,
- 46+ million views on Youtube
- 220,000 tweets
- 1+ million shares on Facebook.
- 3.2 million Euro in earned media
- Sales in Europe up 35% in 2011 from 2010