At any given moment, your target audience is spread throughout the different phases of the purchase funnel—awareness, consideration and purchase intent, at their most basic.
A Measure of Quantity, Not Quality
A CPM is a media measure that values the cost-per-mille (or cost-per-thousand impressions) for an ad campaign buy.
Topics: Video Advertising, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, YouTube Advertising, Uncategorized
Advertising pros know that certain media are more suited to different parts of the purchase funnel. For example, TV has traditionally been the go-to ad medium for creating top of the funnel awareness.
The middle of the funnel comprises the consideration phase. It’s where prospective customers are moving toward purchase, recognizing product names and options. Advertisers will often use retargeting and social media to maintain familiarity and ensure their products are in people’s “consideration sets” when purchase triggers occur.
2015 saw advertisers spend an increasing amount of media dollars on video. Industry surveys estimate that more than two-thirds of U.S. brands and agencies spent dollars on video ads this past year, primarily shifting budgets from TV and print.
Yet, we’re still in the early stages of video advertising’s own Big Bang, and 2016 will likely see important changes in how advertisers and agencies view and buy video ads. Here are four huge mistakes we think a lot of them will stop making this coming year…
Did you know that more than 80% of all mobile consumers now use their devices to watch video?
You might also be surprised to learn that more people watch YouTube videos on mobile devices in the U.S. each month than watch TV on any cable network. After Facebook, YouTube is the most popular mobile app—scoring nearly 100 million unique viewers each month in the U.S.
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.”
Online video advertising growth is rapidly accelerating this year, with U.S. advertisers expected to spend more than $7 billion on video for the first time ever.
That's a 34% increase over 2014. (See infographic for spend breakdown by industry.)
In the first half of 2015, we saw many advertisers shift from one of these categories to another....
Would you like to know what goes into perfectly executed online video advertising campaigns? This is a glimpse not every video provider will give you.
Curious how to vet all the different video ad providers out there?
Want to know precisely what goes into killer video ad campaigns?
Topics: Video Advertising, Multi-Screen Reach, Personalized Video Ads, Audience Micro-Targeting, Intelligent Optimization, Programmatic Media Buying, Campaign Automation, Micro-Targeted Delivery, Mobile Video, Video Ad Viewability, YouTube Advertising
What should you look for when it comes to a video advertising solution?
There seems to be a lot of confusion about what to expect from video, especially as it differs from other media you may buy such as TV and digital display. And with every new buzzword that emerges, it becomes harder to distinguish which factors matter most in choosing a video ad provider.
To help de-clutter the process, we've put together a list of 10 things you should look for—based on our research into what advertisers and agencies want—and packaged them in new video advertising playbook.
Here are three of the 10 things you should look for in a video ad provider....