3 Easy Ways to Hype Your Social Site Affiliations
There’s a significant amount of cross-pollination in the digital media
space. Brands like to help each other out. They do it because they’re drawn to success – the success of social media properties, for example, in obtaining a critical mass of users. Like those users, consumer brands also have the capacity to recognize the potential in a good online product or service. Hence, they create Facebook pages and Twitter feeds and YouTube channels galore.
Whether they realize it or not, consumer brands endorse media brands by utilizing their services. Media brands, in turn, rise in stature due to their usage by consumer brands. It’s a win-win situation made even more promising when digital marketers choose to actively leverage it. Promoting a brand’s participation in social media helps to increase exposure and create a following, yes. But it must be taken seriously. In other words, as important as it is to create a campaign around your product itself, the value of doing the same for your media affiliations shouldn’t be overlooked. Treat them as a media buy in their own right and you can earn a sizeable return on investment.
Read more: Click Z
New Video Ad Metric Doesn’t Have You At Hello, Suggests You Complete Me
Forget about click-through rates. When it comes to online video advertising, it’s the “completes” that count, according to new research from Vindico. “Click-through rate was created in a neophyte ad world dominated by display and search,” according to the video ad platform.
“It should play a small part in measuring the success of
a video campaign
alongside other more powerful measures, like completion and engagement.” Rather, advertisers should evaluate a range of variables when evaluating performance, such as whether their video ad ran as in-banner alongside content or “below the fold.”
These situations would likely account for high impressions with low CTR as viewers are most likely not viewing the ad when it’s playing at the bottom of a page. Judging by “completes,” mid-roll is the clear way to go, as they achieve the highest completion rates (94%) of all ad positions in 2011, Vindico found, based on tens of billions of ad impressions served in 2010 and 2011.
Video ads placed during long-form content had a higher completion rate — 88% — than those placed with short-form content, 76%. In other
words, a viewer who makes the commitment to watch a 30-minute episode is more invested in watching the associated ads, while a comparatively less-invested viewer “snacking” on short-form videos is somewhat more likely to click away when presented with an ad, Vindico finds. Completion rates across site types indicate that premium content on video centric sites yield higher completion rates.
Read more: MediaPost
Cross-Screen Video Campaign Solution Provider Mixpo Partners With FreeWheel to Power In-App Advertising for Online Publishers and Content Providers
SEATTLE, WA–(Marketwire – Mar 30,
2012) – With the aim of helping content owners to further scale monetization of their apps and second screen experiences, “smart” cross-screen video ad campaign enabler Mixpo announced today that
it has completed MRAID (Mobile Rich Media Ad Interface Definitions) certification with FreeWheel, the video technology company serving enterprise-class entertainment companies. The certification enables Mixpo to serve personalized, interactive video ads to the vast array of mobile apps supported by FreeWheel.
MRAID is the IAB Mobile Marketing Center of Excellence’s project to define a common API (Application Programming Interface) for mobile rich media ads
that will run in mobile apps.
The announcement comes in a timely manner for marketers and app developers. On March 12, e-Marketer announced that 65% of the marketers they surveyed plan to increase their mobile advertising spend in 2012. MRAID is helping to open up a vast new frontier of mobile inventory for advertisers, particularly now that 55 million Americans own tablets and another 101.3 million own smartphones, 40% of which use them while watching television.
“Mixpo enables content owners to run personalized, interactive video ads on any screen while delivering comprehensive, easy to consume cross-screen performance analytics and monitoring,” said Walter Harp, vice president of product management at Mixpo. “FreeWheel is a market leader in providing content owners what they need to manage the economics of their content across a multiplicity of devices. Plugging into their platform enables Mixpo to deliver greater value to our shared customers — the content owners.”
5 reasons why the banner will outlive us all
The smug little banner
Pity the poor banner. Maligned by millions and attacked by the very people whose paychecks they (largely) make possible, the banner is perhaps the most criticized little workhorse in our culture.
But do banners let our harsh words affect their self esteem? No. Banners proudly hold their ground — shrinking for no one. They know that other people’s opinions of them are none of their business. They know that, like the periplaneta americana, they will be here long after their detractors have returned to ashes and dust. Perhaps with little smirks on their faces as their last attackers return to the earth.
Why can the little banner rest easy knowing that it will get the last eight-second (max) laugh? Because no matter how much we poseurs pretend to despise them, they serve a critical purpose in the internet environment — and will continue to do so for the foreseeable future.
Why can these quietly smug little messages
be so certain that their future is bright? Let’s take a look at five reasons.
Videology: Clickthroughs Vs. Completion Rates? Advertisers Need Both
While advertisers often complain about the lack of a single measurement for determining the value of their online ads, particularly when it comes to the fast-growing video category, ultimately, they really just want to know whether their placements drove awareness, favorability, consideration, purchase intent, or actual sales.
Often, the arguments tend to focus on a specific method of measurement — say, clickthrough rates or completion rates — as the most thorough answer. A new Videology study (see the white paper here) looks to sidestep the choosing of sides in favor of showing how those two metrics are best used in concert, suggesting it’s time to end either/or viewpoints.
The main point: if a viewer doesn’t click on a spot before the halfway point, that viewer is less likely to click at all. The study found that clickthrough rates reach their highest point once a video has been seen halfway through. Videology says that viewers are almost 3x more likely to click on a video advertisement at the 25- to 50 percent viewing mark compared to the baseline of completion. Similarly, if a viewer does not click by the 75 percent viewing mark, they are likely to complete the entire ad.
Videology points to previous estimates that suggest clickthroughs tend to be higher for :30 second spots as opposed to :15 second spots. In keeping with that, the study found that :30 second spots outperform the general CTR stats by 14 percent, while :15 second spots underperform by 28%.
Does the 80/20 Rule Still Apply to Web Advertising?
Everyday when speaking with publishers, partners, and vendors, I’m asked, “How can we create more value for marketers?” My typical answer is “It depends. What are their goals and objectives?” Inevitably, there is a long pause and a blank stare. This exchange is not surprising. The answer to creating more value is a complex one. But if publishers focus a little more on optimization, they will find it easier to satisfy marketers, drive renewals, and improve value.
Optimization is a very simple solution that will drive value for marketers. Normally, we only consider optimization for performance-based campaigns where the marketer wants to achieve some downstream metric like a click or an action. However, agencies and clients are constantly evaluating campaigns and optimizing on a wide array of attributes from click to conversion, placement to audience, delivery to frequency. If a publisher takes these into consideration with the campaigns they run and chooses not just to focus on clicks or actions with direct response-oriented campaigns, they could see tremendous results.
When looking at optimization, most publishers think specifically about optimizing remnant or tier-two inventory to drive incremental lift in CPM from ad networks, exchanges, and performance clients. In the past, the easy answer to managing the tier-two inventory was to outsource optimization to a third-party, sell-side solution. These companies would take on the unsold inventory, work with multiple networks, and work to get the publisher the best value for the inventory.
Unfortunately, this model breaks down on many levels. First, inventory must be allocated wholesale to these companies and the setup does not allow for threaded optimization within the guaranteed and direct sold campaigns. Second, this model introduces yet another player in the mix who will be taking a management fee. Finally, using third-party optimization companies is limited generally to standard banners in web and mobile.