Be In The Know Blog

Mobile Video Ads: 3 Trends to Look Out for in 2017

Posted by Zuri Stanback on February 24, 2017 at 10:48 AM

As streaming video becomes more prevalent in today's world, mobile video ads provide great opportunities in the new year. From new ad formats to a sputtering format, here are three mobile video trends marketers should look for in 2017:

1. The Facebook Renaissance

Though YouTube has been the biggest name in video ads for the past several years, Facebook is making a big play this year to upend this trend. Earlier this year, the social media company tested the placement of 15-second midroll ads into non-live videos. According to eMarketer, videos will only qualify for this new ad program if they run for 90 seconds or longer and are viewed for at least 20 seconds, ensuring viewability metrics remain high. Although we expect a slow roll-out for this program in 2017, Facebook provides a spectacular opportunity if you're looking to stand on the edge of the newest frontier in mobile video ads.

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Topics: Mobile Optimization and Advertising, Video Advertising

Outstream Video: 3 Things You Need to Know

Posted by Chris Finan on February 15, 2017 at 9:56 AM

What is outstream video? If you find yourself asking this question, you're not alone. According to a report from Teads, 63 percent of brand professionals hadn't known about it before spring 2015. If you're not already aware of this relatively new marketing tool, familiarize yourself with it soon, as it's projected to take off in a big way. Here are three things you need to know:

1. Learning Outstream

Simply put, this new video advertising format is a type of display ad that takes the form of an auto-playing video inserted into a traditional display ad space, typically between paragraphs of text or images. This ad type benefits from being much more flexible than its in-stream counterparts, which generally play pre-roll or mid-roll on videos hosted on YouTube and other streaming video services. In most cases, the result of this flexibility is a much more viewable ad format, as these video ads are designed to play only when in view of the browser.

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Topics: Video Advertising

Cox Media Group's Stance on Viewability

Posted by Marian Pittman on February 9, 2017 at 9:46 AM

The world's largest advertiser, Procter & Gamble (P&G), has challenged its agencies to become more vigilant in addressing issues like transparency and fraud in its pursuit of a better, more efficient digital advertising ecosystem. P&G's Chief Marketing Officer, Marc Pritchard, recently spoke at the Interactive Advertising Bureau's (IAB) Annual Leadership Meeting and implored the entire industry to adopt the Media Ratings Council (MRC) viewability standard, leverage third party tools for measurement and transparency, and work with the Trustworthy Accountability Group to help eliminate fraud. 

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Topics: Premium Display and Banner Ads, Video Advertising, Integrated Marketing

More Than Skin Deep: Visual Content Improves Your Bottom Line

Posted by Carlye Creel on February 2, 2017 at 2:08 PM

Visual content is good for business. In fact, imagery is so powerful that just seconds of watching a video will increase purchase intent in 44 percent of viewers, according to a Facebook study. Additionally, Facebook posts with photos get 120 percent more engagement than text-only social media posts, a report from Ragan explained. Why are these things true? And, more importantly, how can you use this information to your advantage?

First, the (Neuro) Science

Estimates dating the origin of spoken language vary, but according to a report from the University of California, Berkeley, the process began with visual demonstration approximately 1.8 million years ago. In fact, our brains are hard-wired for visual information, and visual senses are meant to be powerful.

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Topics: Digital Marketing Strategy, Video Advertising, Interactive Design & Creative

How OTT Advertising Can Reach Cord-cutters

Posted by Joe Weir on January 27, 2017 at 10:04 AM

Over-the-top (OTT) advertising is used for the delivery of film and TV content via the internet that's available to all users and doesn't require a subscription to cable service. In recent years, OTT services have seen large growth thanks to the popularity of streaming providers, while traditional cable subscriptions have been on the decline.

This change in consumer behavior has some interesting implications for marketers looking to harness the power of OTT advertising to reach so-called "cord-cutters" who have abandoned the traditional cable model and are increasingly looking to this type of service to get their media content.

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Topics: Video Advertising

What You Thought You Knew About YouTube Demographics

Posted by Solomon Cormier on January 25, 2017 at 10:04 AM

YouTube can be a tricky platform for marketers to understand and engage. In some ways, it functions a lot like a social media platform — and yet it's also the second-largest online search engine, after YouTube's owner, Google.

Thanks, in some part, to its early rise and popularity among younger consumers, YouTube has a reputation for serving a younger audience. Content geared toward millennials often seems like a natural fit for YouTube. As for content targeted to baby boomers? Many marketers would say there are better channels to reach that demographic.

However, new research into YouTube demographics shows that these audience assumptions are way off base. Here's a look at the numbers, and what it means for brand marketers.

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Topics: Video Advertising

Marketing in 2017: Why Mobile, Social, & Video Will be Crucial

Posted by Zuri Stanback on January 24, 2017 at 9:49 AM

2016 was a crazy year, but as we look to the year ahead, there are some important lessons we can learn from it, especially in regards to the growing importance of mobile devices in the digital landscape, shifting trends in social media and the absolute dominance of streaming video content. Here's everything you need to know as you prepare for marketing in 2017.

Mobile Search: It's Not Just for E-Retailers Anymore

Back in the early 2010s, many viewed mobile devices as the enemy of physical retailers, as the trend of "showrooming" (looking at something in a store and then buying it cheaply online) gained notoriety. However, it increasingly looks like mobile devices are driving more customers to physical retailers, not just to window shop, but to make purchases as well. According to data released by Google back in May, mobile search is driving consumers to stores in physical, trackable ways. Moving into 2017, it has never been more important for marketers to ensure that they are using the power of mobile search advertising to drive consumers to their storefronts. The mobile-first world is definitely here, and using the power of mobile search will give marketers their best shot at reaching consumers who continue to use their smartphones to find the local products and services they are interested in.

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Topics: Mobile Optimization and Advertising, Video Advertising, Social Media Marketing

Programmatic Video Advertising: Is the Top Ad-Buying Method Right for You?

Posted by Zuri Stanback on January 5, 2017 at 9:18 AM

The promise offered by programmatic video advertising is finally turning into a promise fulfilled: Among U.S. publishers, programmatic will drive the majority of ad spending in 2016.

According to a new report from eMarketer, 60 percent of all digital video ad spending will come through programmatic. That's a significant increase from 2015, when just 39 percent of video ad spending was run through programmatic solutions.

There are no signs this trend will slow down, either. eMarketer estimates programmatic's share of overall digital video ad spending will increase annually in 2017 and 2018, eclipsing $10 billion in spending by the end of that period. It will also approach an overall market share of close to 75 percent.

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Topics: Video Advertising

Cord Cutters: How Marketers Can Incorporate This Trend

Posted by Solomon Cormier on December 14, 2016 at 10:04 AM

It's official: "cord cutters" and "cord-nevers" (the industry nicknames for consumers who either no longer subscribe to cable TV or never have) are more than just a niche group. A 2015 Pew Research Center survey found that 19 percent of adults in the 18-to-29 age range have become cord cutters, dropping cable or satellite TV service, and another 16 percent of those surveyed have never had a traditional subscription-TV package. Clearly, these are some staggering statistics, and while some marketers may feel a bit uneasy looking at this trend, there's no reason to hit the panic button, as there are some practical ways marketers can still reach and influence this demographic.

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Topics: Video Advertising

What Is Outstream Video Advertising and Why Should You Care?

Posted by Chris Finan on November 28, 2016 at 2:35 PM

Though you may not have heard the term just yet, chances are good you've come across an outstream video ad while browsing the Internet sometime during the past year. This new type of display ad takes the form of an auto-playing video that is inserted into a traditional display ad space, typically between paragraphs of text or images.

This ad format is quite different from the preroll or midroll ads that have been used extensively on YouTube and other streaming video services, as it does not require a publisher's video for placement, making it a far more flexible ad format to use. And that's not its only benefit.

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Topics: Video Advertising

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