Tag Archives: video on demand

Online video advertising research missing the point?

http://www.reelseo.com/tubemogul-pre-roll-video-ads/

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!

Advertisements

Leave a comment

Filed under Uncategorized

Collective acquires premium online video ad network Web TV Enterprise


Integration expected to speed shift of broadcast ad revenue to online video.

Collective, a full service provider of media and technology solutions for display and video advertising, announced today that it has acquired premium online video advertising network, Web TV Enterprise. The deal, which follows only six months after the Company’s expansion into the UK and just weeks after acquiring video advertising platform Oggifinogi, furthers Collective’s position as a leader in delivering audiences to brand advertisers utilising unified in-banner and in-stream video ad formats.

Web TV Enterprise is the UK’s largest premium online video ad network, representing many of the UK’s leading web publishers and content owners. A pioneer of the VOD (video on-demand) advertising space since 2006, Web TV presents advertisers with the widest range of premium video channels on the web, reaching more than 25 million UK viewers a month.

“Collective is committed to accelerating the shift of broadcast advertising spend online,” said Joe Apprendi, CEO, Collective. “Unlike most video networks, Web TV’s revenues come largely from broadcast media budgets versus smaller digital plans. Our acquisition of Web TV will allow us to tap video’s incredible potential and further strengthen our rapidly expanding capabilities.”

In its Online Video Advertising Market Report based on a survey of UK media buyers, Web TV Enterprise revealed that more than seventy percent expected online video advertising to increase by twenty five percent over the next six months. The research also suggested digital buyers are responding to improvements in audience measurement techniques, which has long been an obstacle for many, as noted by eMarketer which reported 31 percent of UK advertisers said online video ads need better measurement.

Collective also makes available Internet Gross Rating Point (iGRP) reporting for all Collective video, rich media and display campaigns, making the integration a natural extension of Collective’s product suite as the company continues to align its business with meeting brand advertising objectives.
“The promise of online video advertising lies in its ability to allow brand advertisers to engage with their audiences within the most appropriate content environments, where the most impact and opportunity exist,” said Jamie Estrin, Managing Director, Web TV Enterprise. “Collective’s success in combining data, targeting and analytics with the most engaging advertising format available makes this a natural fit for us. Our combined efforts will drive the advancement of online video advertising.”

The deal closed at an undisclosed amount.

About Collective

Founded in 2005, Collective is a full service provider of media and technology solutions for display and video advertising. We help brand advertisers and leading publishers monetize trusted audience data and brand safe ad inventory. Collective’s industry expertise provides a strategic advantage to its clients by leveraging proprietary audience modeling, insights and ad effectiveness metrics. Our flagship products, Collective Display and Collective Video®, are powered by AMP®, our market-tested data and media management platform. Collective is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco and London. Collective’s investors include Accel Partners®, Greycroft Partners and iNovia Capital. For more information, please visit http://www.collective.com.

About Web TV Enterprise

Web TV Enterprise (www.webtventerprise.com) is the UK’s largest premium online video ad network, representing many of the UK’s leading web publishers and content owners. As a pioneer of the VOD (video on-demand) advertising space since 2006, the company presents advertisers with the widest range of high quality premium video channels on the web, where it places audio-visual advertising. Web TV Enterprise exclusively represents premium content from partners including Sony Music, iVillage, The Independent, E! Online and IPC Media. Over 250 leading advertising brands have run pre-roll campaigns on Web TV Enterprise’s premium video channels including Sony Playstation, COI, Vodafone, L’Oreal, Renault and Unilever.
Founded in 2006 by Jamie Estrin, Web TV Enterprise’s premium video ad network reaches over twenty five million online viewers.

Leave a comment

Filed under Uncategorized

Funny video: Brands could be laughing all the way to the bank

I would like to hear your comments on this post, so please do take the time to let me know your thoughts.

The sharing power of social media is never used more than when it is used to share funny content. Funny or weird, but if you think of the last ten links that you were sent from friends, I would be willing to bet that a high proportion of them were sent because the sender thought they were funny?

The trick is of course, to make your content funny. I mean really funny. Phillips recently invested in a comedy series of videos called Nigel & Victoria. It wasn’t laugh out loud funny, but it was good and maybe a brand buoyed by the success of this project might be braver in the next project, and next time maybe the boundaries will be pushed further in the pursuit of ‘laugh out loud’ video.

The cost of creating video has never been lower. If a brand put the effort into finding the next comedy format or talent, they could launch millions of views and maybe even the career of stars of the future. The cost of creating the video, which in turn would give them a platform to carry their advertising, would surely be lower than the media cost if it was done well?

I realise of course that the road between planning funny video and actually creating funny video is a winding one,  but surely it is still a road worth trying for the right brands? I am no psychologist, but I know the feel good factor that funny video can create. Advertising around that feel-good factor has to be valuable, does it not?

As I said, I would love to hear your comments on this idea so please leave a comment!

 

1 Comment

Filed under Uncategorized