Tag Archives: VoD

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!

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Funny ‘doggy dentures’ video ad from Pedigree

This ad made me laugh the first time I saw it, and still does! Very good.

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Web TV Enterprise appoints LiveRail as ad serving partner

Web TV Enterprise appoints LiveRail as ad serving partner as demand for online video grows

Web TV Enterprise, the UK’s largest premium advertising video network, has appointed LiveRail as its new ad serving partner. This will enable Web TV Enterprise to offer its advertisers advanced targeting across its network and a range of new video ad formats.

“This solution will enable us to enhance our current offering with greater targeting capability across multiple publishers, audiences and against premium content,” said Jamie Estrin, managing director of Web TV Enterprise. “The partnership with LiveRail will also allow us to become VAST and VPAID compatible, enabling publishers to host new video ad formats.”

VAST (Video Ad Serving Template) and VPAID (Video Player-Ad Interface Definition) are a set of technical standards governed by the IAB to allow a cohesive online advertising industry. “The demand for video is growing at an exponential rate,” said Mark Trefgarne, CEO of LiveRail. “We’re confident that the partnership of the UK’s largest video network with the industry’s leading video ad technology will provide an unbeatable opportunity for both video publishers and advertisers.”

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Episode two of Alan Partridge funny with Foster’s

Foster’s funny.

Episode two of the Morning’s Matters branded video.

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John Lewis Christmas advert

Another fine video advert from John Lewis, and although this Christmas advert is beautiful (below) I still marginally prefer their previous advert

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Fabulous cinema stunt from Kelly Brook and Carlsberg

 

A  really clever way to promote 3DTV and Carlsberg in the cinema …

Love this!

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Royal Opera House; fantastic use of video!

This is such an unexpected and clever way to use video.

The Royal Opera House have commissioned a web series, shot in the style of Jerry Springer called Danny Knows Best.

The guests on the show have their usual sorry tales to tell, but when you are lured by the chance to watch the uncensored version it takes you to the Royal Opera House site, and explains that the theme tune from Danny Knows Best is actually La donna è mobile from Rigoletto and that the stories on the chat show spoof are actually the stories from Opera.

What a wonderful way to make the opera feel more relevant to a wider audience.

http://www.dannyknowsbest.com/

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