Be In The Know Blog

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

Health Care Marketing 101

Posted by Alyson Phillips on September 26, 2016 at 10:58 AM

The services they provide are much different than your typical organization, but just like those businesses, health care companies need to make their offerings known to the public.

If you're in the industry, you know that marketing is a critical component of your business' long-term success — but the keys to success are much different for you than they are for, say, a retail company or a restaurant chain. You're tasked with promoting your services while establishing your expertise and building considerable trust among your potential patients. There's plenty to balance in terms of professional ethics, sensitivity to patient needs, and the duty to provide the highest standard of care possible.

So how can you reflect these core values through your marketing? Here are some tips.

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Topics: Video Advertising, Integrated Marketing, Healthcare

How Digital Ad Ratings Can Help Out Online Advertisers

Posted by Chris Finan on September 23, 2016 at 11:16 AM

Knowing the value of digital video ads is hard, and yet, with video a growing and highly engaging form of online content, video advertising can't be ignored. Marketers are forced to accept an imperfect circumstance: They aren't sure they're getting the value they're expecting from digital video ads, but they can't afford to not invest in the channel.

It's not a lost cause, though, largely thanks to the rise of digital ad ratings — but many advertisers don't know how they can be helpful (especially for pre-roll ad campaigns). Here's a quick primer on what digital ad ratings can do for you and your next video advertising campaign.

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Topics: Video Advertising

What Is Viewability and Why Is It Important?

Posted by Chris Finan on September 12, 2016 at 11:49 AM

You've heard the term thrown around here and there, and you know it's an important metric, but what is viewability? It relates to impressions, and whether or not your audience can see them. This may sound like a straightforward concept, but a lot goes into determining viewability. Understanding how it's determined and why it matters is key for marketers looking to make sure their online campaigns are running as efficiently as possible.

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Topics: Premium Display and Banner Ads, Video Advertising

How Creating Educational Videos Can Boost Your Brand

Posted by Chris Finan on August 25, 2016 at 11:39 AM

There are some great benefits to creating educational videos as part of your marketing strategy. Schools have been using educational videos for some time, and TeachHub has reported benefits from expanded reach to higher student engagement. Even the Smithsonian is expanding is virtual reality education program to reach students in classrooms across the world.

What does this have to do with your marketing strategy? We know from a recent Cisco report that 80 percent of internet traffic will be video in 2019. Techcrunch recently reported that Facebook had reached 8 billion video hits daily.

So how can you get ahead of the curve in when it comes to your video marketing strategy? How do you get beyond simply delivering pre-roll teasers?

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Topics: Video Advertising

Auto Dealer Marketing in the Digital Age — a Micro-Revolution

Posted by Brooke Moody on August 3, 2016 at 11:31 AM

When it comes to auto dealer marketing, these days, the first rule is not to talk about the dealership. According to a new study from Google, a customer can make as many as 900 digital interactions in the lead-up to purchase. By comparison, the same customer will only visit two dealers in the process.

This doesn't represent an entirely new way of doing business. Dealerships have long known that customers can take months to process a car-buying decision. But with the ease of information readily available on mobile, consumers are now researching while standing in line at the grocery store, waiting to pick up their kids or over lunch. Getting those customers in the door is a matter of how you interact with them in the micro-moments during the path to purchase.

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Topics: Mobile Optimization and Advertising, Video Advertising, Content Marketing, Local Listings Management, Integrated Marketing, Automotive

10 Types of Video Content Your Brand Should Produce

Posted by Solomon Cormier on August 1, 2016 at 1:12 PM

If you're a brand marketer trying to create compelling content to reach a larger audience, you should consider producing original video. With more types of video content becoming available to brand marketers, it's proving increasingly valuable in driving engagement and conversions. According to Hyperfine Media, video content on a landing page can increase conversion rates by 80 percent, and 92 percent of mobile video viewers share videos on social media.

While it may not be practical to produce all these content types at the start, brands should aggressively test their video content options to discover what works best. Check out these 10 types of popular content:

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Topics: Video Advertising

Why You Need a Video Marketing Strategy

Posted by Chris Finan on July 29, 2016 at 1:40 PM

The numbers behind online video's rapid rise are staggering. If your company's neglected its video marketing strategy, check out this quick overview, and you'll definitely want to reconsider that position.

According to Syndacast, 74 percent of all online traffic will be video in 2017, and 52 percent of marketers name video as the content offering the best return on investment due to its natural shareability. As video creation proliferates among brands, the costs become more reasonable every day, allowing marketers to leverage video in a number of ways — from incorporating new digital technologies to developing advanced advertising strategies — to increase engagement and spur conversions.

If you want to learn more, read about these top features of successful, branded video content:

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Topics: Video Advertising

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