Tag Archives: UK

Great branded content video from Nike – old, but worth another look

Nike have a great knack of producing great video stories, with their brand at the center, and this video is no different.

I love the Rooney misplaced pass in the final minute that leads to his thoughts of being vilified, before putting in the extra effort to win it back and his thoughts then immediately starts leaning towards his expected hero status!

I am only surprised that the YouTube views don’t seem to have climbed into the millions!

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Online video advertising research missing the point?


TubeMogul Finds That Most Viewers Never See Pre-Roll Video Ads

The above headline from Reel SEO, and the research it introduces from Tube Mogul, is of almost no value to anybody as far as I can see. It seems to be judging a sites video performance based on the homepage alone, and as I will explain below this is rarely the page where most of the video views occur.

I spent three years working with online video on one of the biggest UK newspaper websites, and we realised fairly soon after launching video that placing it on the homepage is not the answer to generating significant video views. As a result, video rarely featured on the homepage thereafter, and so the percentage of viewers watching video on that one page will of course be low. Apart from that, the percentage is of little interest to any advertiser because they would be buying video advertising on a cost per thousand video plays basis, not on the number of unique users that visited any given page.

The homepage is often a more fleeting stepping-stone to multiple article pages. It contains the top news of the day in brief, with links to the in-depth stories elsewhere. So the user lands on the homepage, decides which stories they wish to read, and then clicks to an article page containing that story. From experience, I know that video will get many more plays if it is relevant, and embedded into an article than it ever will on the homepage. It is also worth noting that a fairly small percentage of the newspaper sites overall traffic comes to the site via the homepage, and that Google often takes users directly to the article the user is interested in.

The newspaper site I worked on achieved many millions of video views with this ‘article page’ strategy, and very few of them relied on a home page position, so I would suggest that knowing the percentage of homepage visitors that watched video is of little or no use to advertisers and their agents.

The Take Away on Reel SEO reads:

“… So you blow loads of cash on video creative and trying to get your pre-roll ads into the pre-roll mix on the site that has the full-length episodes whether it be a broadcaster or whatever. You put all your money into that campaign and get a really low ROI and can’t figure out what happened. It’s simple. Not as many people saw those videos as you were hoping even though you pushed out perhaps millions of impressions.”

The line that reads ‘…not as many people saw those videos as you were hoping’ demonstrates to me that the author doesn’t understand how pre-roll advertising is traded.

A buyer will buy a number of video plays, and pay a cost per thousand plays to achieve that goal. They will then often third-party track their campaign to ensure that the booked number of impressions is delivered.

No buyer that I have encountered in the many years I have been working in online video advertising has ever paid based on the number of unique users on the site/ homepage, and so this statement appears to be wholly incorrect.

I’d love to hear your views, using the comments on this blog!

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Online video advertising market sees revenues triple in 2010

Press release from Web TV:

Online video advertising experienced substantial growth last year, seeing revenues more than triple, according to Web TV Enterprise.

The UK’s largest premium video ad network has reported revenue growth of 244% for 2010 against 2009. The company has also announced record year-on-year growth in Q4 2010, with sales up 162% compared to the same period in 2009.

During 2010, Web TV Enterprise ran more than 400 campaigns on its network of premium video channels for 154 different advertisers. Of these, 118 ran online video campaigns for the first time.

Entertainment, telecoms and FMCG companies spent the most on VOD advertising in 2010, Web TV Enterprise found.

“2010 was a landmark year, not just for us but for the whole industry,” said Jamie Estrin, founder and Managing Director of Web TV Enterprise. “The campaigns running on our network now cover the full spectrum of TV advertising categories, from automotive to leisure, proving that online video is now a major media channel in the UK.”
In March, Web TV Enterprise is due to publish its fourth bi-annual report which reflects the views of the UK’s online video media buyers. Its third report, published in September last year found that growth in online video advertising spend was being driven by delivering incremental reach to advertisers’ TV campaigns.

“For the first half of 2010 alone, online video advertising spend grew rapidly to hit £21million in the UK (IAB / PwC AdSpend Study H1 2010),” said Jack Wallington, Head of Industry Programmes at the IAB. “Within the IAB Video Council – a committee of the UK’s leading senior online video experts – there are unparalleled levels of excitement as companies across the industry are reporting explosive investment in online video as advertisers are now seeing online’s incredible brand building abilities first hand.”

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Is mobile the future of video advertising?

Eric Schmidt, CEO of Google said last year “We can make more money in mobile than desktop eventually. The reason is because the mobile computer is more targeted. Think about it. You carry your phone everywhere; it knows all about you. We can do a very, very targeted ad. Over time, we will make more money from mobile advertising”

That’s a big statement from the most valuable online media brand in the world, but I think that the future that Eric alludes to is probably not as far away as you might think. Here are some stats from Comscore that make for very interesting reading:

  1. From 2008 to 2009 there was a 25% growth in the number of people with 3G handsets.
  2. Over 7m people already access social networks from their mobile every month.
  3. 40% of iPhone users already use the internet on their mobile more than on a PC.

As the mobile networks become faster, and the handsets that access those networks improve speed and usability, the number of consumers that access the internet from their handset more than from a PC will surely grow out of all recognition by today’s standard.

What does that mean for brands? Well, I think brands will be able to build campaigns that target people so precisely, that traditional media such as press and broadcast TV will see a continued downturn in spend. I think TV shows will grow their audience online and on  mobile, and lose viewers on the traditional television set as a result.

Imagine your brand creating a 5 minute video every day that consumers love to watch when an un-scheduled five minutes of free time presents itself? It could maybe be while waiting for a train on the daily commute or while travelling in a taxi between meetings. It could be while queuing to pay for groceries at the super-market; waiting at the school gates for the children, or simply having a well-deserved mid-morning coffee break. The consumer always has their phone with them, so a brands video content will be viewed when it is convenient.

I can see a future where there is a daily soap-opera, accessed via mobile handsets being introduced as early as this year. Video news updates could be available every hour, on the hour right now. Fox produced a series of mobisodes for their popular TV show, 24 and I am certain that this type of on-demand content will continue to grow in line with mobile technology.

If there are any brands out there that would like a daily conversation with consumers, on the most personal and accessible device that they own, then get in touch because I have ideas ready to launch that will build audience and engagement with that audience on their mobile handsets. The ideas are just waiting for a partner to get them off the ground!

It seems crazy to me to be working in such a young and fast-growing online video advertising market, and already be seeing a future beyond it but technology is moving at such a pace that it seems inevitable that eventually most people will access the internet more often from their handsets.

The future’s bright.

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