Convincing Clients to Buy Web Video
Even in 2008, Web Video can be scary for clients looking to place ads. Your arsenal of facts supporting a Web-video buy is expanding.
By Tod Sacerdoti
Published: July 29, 2008
Convincing clients to use online video involves three key elements: sharing key facts, making specific recommendations and backing all initial video efforts with a strong research effort.
Key Facts
Clients are aware of online video, but they generally don't realize the growth, scale or performance facts.
1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.
3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
5. Video Is Fastest Growing Ad Category: Video advertising will growth 45% this year vs. 37% for social media.
6. TV Scale is Accessible Online: Many vendors now represent unique and volume numbers that are larger than prime-time TV.
7. Video is Highest Performing Unit Online: Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent.
Specific Recommendations
Clients need simple ways to get started and clear ways to add to existing programs or campaigns.
1. Use Existing Creative: Current 15 and 30 second television spots can be used to create most video ad units online.
2. Customize the Skin: Rather than creating new and expensive video ads, focus customization on skinning pages or players.
3. Always Have a Companion Banner: Companions bring down the effective cost per thousand and are a key to performance, so always have one.
4. Clarify Target Metrics: Vendors can easily optimize for clicks, duration, cost per view or conversion so recommend the metric upfront.
5. Test Multiple Ad Units: For clients just starting in video, run multiple different video units and quickly cancel underperforming units.
6. Avoid direct response—Focus on Brand Budgets: With regurgitated TV creative, direct response campaigns will likely miss targets, so avoid getting off to a bad start.
7. Do Not Pay Rich Media or Serving Fees: Many vendors exist that do not charge fees, so preserve the client's budget for the media.
Research Efforts
Clients need to know if video is performing in three key areas: attitude /brand metrics vs. display and within-ad units.
1. Research Attitude/Brand Metrics: Proof of performance will drive increased budgets so demonstrate brand lift, brand recall or an increase in purchase intent for branding campaigns. Work with a third party who is credible and has experience in video advertising.
2. Research Performance of Video vs. Display Advertising: Your video budget will come at the expense of display advertising, so it is important to demonstrate video outperforms. For any campaigns with a direct response metric, measure the impact of video advertising on the conversions of display and search.
3. Research Ad Units: Video ad units have widely varying performance, measure both by hard metrics such as clicks and conversions, but also on the user perception of a brand and on the impact of the performance of other, non-video units.
Thursday
Online Video Info!
Convincing Clients to Buy Web Video
Even in 2008, Web Video can be scary for clients looking to place ads. Your arsenal of facts supporting a Web-video buy is expanding.
By Tod Sacerdoti
Published: July 29, 2008
Convincing clients to use online video involves three key elements: sharing key facts, making specific recommendations and backing all initial video efforts with a strong research effort.
Key Facts
Clients are aware of online video, but they generally don't realize the growth, scale or performance facts.
1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.
3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
5. Video Is Fastest Growing Ad Category: Video advertising will growth 45% this year vs. 37% for social media.
6. TV Scale is Accessible Online: Many vendors now represent unique and volume numbers that are larger than prime-time TV.
7. Video is Highest Performing Unit Online: Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent.
Specific Recommendations
Clients need simple ways to get started and clear ways to add to existing programs or campaigns.
1. Use Existing Creative: Current 15 and 30 second television spots can be used to create most video ad units online.
2. Customize the Skin: Rather than creating new and expensive video ads, focus customization on skinning pages or players.
3. Always Have a Companion Banner: Companions bring down the effective cost per thousand and are a key to performance, so always have one.
4. Clarify Target Metrics: Vendors can easily optimize for clicks, duration, cost per view or conversion so recommend the metric upfront.
5. Test Multiple Ad Units: For clients just starting in video, run multiple different video units and quickly cancel underperforming units.
6. Avoid direct response—Focus on Brand Budgets: With regurgitated TV creative, direct response campaigns will likely miss targets, so avoid getting off to a bad start.
7. Do Not Pay Rich Media or Serving Fees: Many vendors exist that do not charge fees, so preserve the client's budget for the media.
Research Efforts
Clients need to know if video is performing in three key areas: attitude /brand metrics vs. display and within-ad units.
1. Research Attitude/Brand Metrics: Proof of performance will drive increased budgets so demonstrate brand lift, brand recall or an increase in purchase intent for branding campaigns. Work with a third party who is credible and has experience in video advertising.
2. Research Performance of Video vs. Display Advertising: Your video budget will come at the expense of display advertising, so it is important to demonstrate video outperforms. For any campaigns with a direct response metric, measure the impact of video advertising on the conversions of display and search.
3. Research Ad Units: Video ad units have widely varying performance, measure both by hard metrics such as clicks and conversions, but also on the user perception of a brand and on the impact of the performance of other, non-video units.
Even in 2008, Web Video can be scary for clients looking to place ads. Your arsenal of facts supporting a Web-video buy is expanding.
By Tod Sacerdoti
Published: July 29, 2008
Convincing clients to use online video involves three key elements: sharing key facts, making specific recommendations and backing all initial video efforts with a strong research effort.
Key Facts
Clients are aware of online video, but they generally don't realize the growth, scale or performance facts.
1. Video is Bigger Than Search: 12 billion videos are watched per month vs. 10.5 billion searches conducted.
2. Video Consumption is Quickly Moving Online: 19% of total video consumption is now online, versus 11% a year ago.
3. Most Users Consume Video: 80% of Internet users watch video, moving to 88% by 2012.
4. Consumption is High Across All Demos: 76% of children and 44% of seniors watched online video.
5. Video Is Fastest Growing Ad Category: Video advertising will growth 45% this year vs. 37% for social media.
6. TV Scale is Accessible Online: Many vendors now represent unique and volume numbers that are larger than prime-time TV.
7. Video is Highest Performing Unit Online: Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent.
Specific Recommendations
Clients need simple ways to get started and clear ways to add to existing programs or campaigns.
1. Use Existing Creative: Current 15 and 30 second television spots can be used to create most video ad units online.
2. Customize the Skin: Rather than creating new and expensive video ads, focus customization on skinning pages or players.
3. Always Have a Companion Banner: Companions bring down the effective cost per thousand and are a key to performance, so always have one.
4. Clarify Target Metrics: Vendors can easily optimize for clicks, duration, cost per view or conversion so recommend the metric upfront.
5. Test Multiple Ad Units: For clients just starting in video, run multiple different video units and quickly cancel underperforming units.
6. Avoid direct response—Focus on Brand Budgets: With regurgitated TV creative, direct response campaigns will likely miss targets, so avoid getting off to a bad start.
7. Do Not Pay Rich Media or Serving Fees: Many vendors exist that do not charge fees, so preserve the client's budget for the media.
Research Efforts
Clients need to know if video is performing in three key areas: attitude /brand metrics vs. display and within-ad units.
1. Research Attitude/Brand Metrics: Proof of performance will drive increased budgets so demonstrate brand lift, brand recall or an increase in purchase intent for branding campaigns. Work with a third party who is credible and has experience in video advertising.
2. Research Performance of Video vs. Display Advertising: Your video budget will come at the expense of display advertising, so it is important to demonstrate video outperforms. For any campaigns with a direct response metric, measure the impact of video advertising on the conversions of display and search.
3. Research Ad Units: Video ad units have widely varying performance, measure both by hard metrics such as clicks and conversions, but also on the user perception of a brand and on the impact of the performance of other, non-video units.
Wednesday
Why do all advertisers think that everyone online is 15 years old!
Very interesting, please read and share!
Study: Age Affects Perceptions Of Internet Advertising Targets
Study: Age Affects Perceptions Of Internet Advertising Targets
Tuesday
Women Primary Searchers for Wellness Information Online
Two out of three (66.2%) online adults use the internet to gather wellness information - and women are significantly more likely than men to do so - 71.7% versus 60.5% - according to a Burst Media survey of nearly 1,700 web users age 18+.
The study sought to understand how consumers research wellness topics online, including fitness, diet, health and beauty.
Among the key findings:
Overall, nutrition information is the most popular wellness topic to research online (38.4%) among US adults.
One-third (33.9%) of respondents research wellness information at least once per week and 10.7% search daily.
Respondents age 25-34 are the most active consumers of online wellness information; among this segment, 45.9% research at least once per week, and one in six (16.3%) search daily.
Among other findings of the study:
Gender, not age, is the largest factor in reliance on online wellness information: High usage by women is fairly consistent among all female age segments, rising from 66.0% among women age 18-24 to 75% among women 55+.
Read More About Women searching wellness info online
The study sought to understand how consumers research wellness topics online, including fitness, diet, health and beauty.
Among the key findings:
Overall, nutrition information is the most popular wellness topic to research online (38.4%) among US adults.
One-third (33.9%) of respondents research wellness information at least once per week and 10.7% search daily.
Respondents age 25-34 are the most active consumers of online wellness information; among this segment, 45.9% research at least once per week, and one in six (16.3%) search daily.
Among other findings of the study:
Gender, not age, is the largest factor in reliance on online wellness information: High usage by women is fairly consistent among all female age segments, rising from 66.0% among women age 18-24 to 75% among women 55+.
Read More About Women searching wellness info online
Monday
Thursday
Visits to Coupon Websites Up 56% from 2007, Classifieds Site Visits Up 113%
Additional Cost-Cutting Trends in Retail
US visits to comparison shopping websites increased 51% for the week ended June 6, 2008 compared with the equivalent period last year.
US visits to discount retailers increased 25% in the week ended June 6 compared with last year, while traditional department stores increased 15%.
US searches on the term “coupons” sending visits to Shopping & Classifieds websites doubled for the week ended June 6 compared with the previous year.
Read More
US visits to comparison shopping websites increased 51% for the week ended June 6, 2008 compared with the equivalent period last year.
US visits to discount retailers increased 25% in the week ended June 6 compared with last year, while traditional department stores increased 15%.
US searches on the term “coupons” sending visits to Shopping & Classifieds websites doubled for the week ended June 6 compared with the previous year.
Read More
Thursday
More Online Ad Spending Data....Convinced Yet???
The 10 predictions for 2008 according to eMarketer:
Online ads remain resilient.
Video surge slows.
Social-network advertising hits $1.6 billion.
Networking goes beyond MySpace and Facebook.
YouTube decides the election.
Beijing Olympics pumps up ad spending.
Buy online, pick up in-store becomes expected feature.
Movie downloading hits the mainstream.
Music marketers roll out new business models.
Dynamic ads heighten gaming revenue potential.
For More Info on Online Spending and be even more of an Online Guru Click Here!
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