Most agencies and brands are still way more comfortable with planning TV ad campaigns than online video ad campaigns. Let's face it, TV has been king forever; video is the upstart.
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Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Hyper-Local Delivery, YouTube Advertising, Uncategorized
Why do most video ad campaigns lack innovative strategy?
Maybe it's because many advertisers still think of video only in legacy TV terms and miss the opportunities to leverage the unique and powerful features of video advertising.
Here's an example of one that didn't.
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Topics: Video Advertising, Personalized Video Ads, Hyper-Local Delivery, Micro-Targeted Delivery, YouTube Advertising, TrueView
Most agencies and brands are still way more comfortable with planning TV ad campaigns than online video ad campaigns. Let's face it, TV has been king forever; video is the upstart.
But as more and more big dollars shift from single to multi-screen, savvy planners and managers are learning to help their brands leverage the huge advantages of video.
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Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Hyper-Local Delivery, YouTube Advertising
Several months ago, we posted a Tipping Point Alert after the CEO of Omnicom Group's media operations told the Wall Street Journal that the agency had started advising its big brand clients to shift 10% to 25% of their TV ad budgets to digital video.
We felt that, as the shift in consumer viewing behavior accelerated toward multiple screens, other large agencies would follow Omnicom's lead and shift a growing volume of ad dollars to online video.
Now, we’re posting a second alert after the stocks of many big media companies recently dropped amid market reaction to Disney’s early August earnings call. CEO Bob Iger conceded that ESPN, Disney's dominant cable platform, had lost subscribers "...due to contraction of the pay-TV eco-system.”
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Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Hyper-Local Delivery, Programmatic Media Buying, Campaign Automation
Now that all the advertising frenzy around the Super Bowl has died down, it’s time to gear up for March Madness.
The iconic college basketball championship tournament begins in less than a month on March 15 and runs through April 6.
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Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Hyper-Local Delivery