The marketing campaign of any industry depends on consumer statistics and data.The analytics help a marketer to know what the consumers are interested in and how they can be engaged. Their reactions to campaigns can be found, and this is necessary today because the video advertising and social media marketing have become basic requirements for any business. Big data influences the video advertising services in the following ways.
We can find with big data analytics, about the viewer’s behavior, and on what device he is viewing the advertising. It also helps us to provide the marketer with the content that suits the location and demographics of the audience.
It is proved that marketing videos that show how a product appears physically have the ability to influence the buying decision of the consumers. The consumer can visualize using the product and understand how it works. Create video advertising by understanding the types of consumers responding to this type of advertisement. Target the right audience and make your advertisement a success.
Visual media, video advertisements, and commercials are advantageous for small businesses to promote their products. They should use the big data analytics and provide the required information to the consumers in their location through their video campaign.
Video advertising industry is one of the most flourishing industries, and it can provide quality service with big data. Consumers today access content on various devices and the search process can be changed with big data. Automated search, as well as contextual search, can be improved with searchable metadata.
Big Data helps the video advertising industry to measure the interest of the consumers and valuate with new methods. Big Data also provides insights such as click-through rates etc. The video advertising industry can now concentrate on getting the best results with their single marketing campaign and editing it to reach various groups.
Table of Contents
- Brexit effect on Video Advertising Industry
- 6 Crazy Trends in the Video Advertising Industry
- How the Internet of Things is transforming Video Advertising
- What is Internet of Things:
- How to Measure Video Advertising? A Brand Marketer’s Analysis
- Exceptional Ideas on Maximizing Your Video Advertising
- How Data Analytics is Making Video Advertising More Powerful
- Video Advertising Tactics to Boost Your Campaign Strategy
- 1) Monitor Cost per View:
- 2) Monitor view rate:
- 3) Monitor click through rate:
- 4) The optimum target of an audience:
- 5) Filtering the content:
- The Next 5 Big Things in Video Advertising
- Using Predictive Analytics to overcome Video Advertising Mistakes
- 10 Ways Machine Learning Can Benefit Your Video Advertising
- How Machine Learning is Transforming Video Advertising
- Why Big Data Is the Next Big Thing in Video Advertising
Brexit effect on Video Advertising Industry
Brexit is the latest hot topic doing rounds in the industry sectors across the world. After the formation of the European Union in the 1990s, the first jolt that it received was the exit of Greece famously called Grexit.
Brexit is also having its impact on video advertising industry. The initial surveys indicated that Brexit would make waves on the video advertising industry as well.
The next shock wave (on the outcome of poll results) was that the publicly traded stocks went in for a nosedive. This shows that Brexit will have an impact on the video ad industry as well. Post-Brexit companies will be more conservative in their decision making (they will prefer to ‘wait and see’), and this will impact the video ad industry as well. Advertising, TV, film, and video industries are going to contribute more to the good of the UK. Brexit leads to increased transparency, says experts especially in the digital media industry as the ad budget spending will be scrutinized and this is a positive event, they say.
However, some of the advertising leaders are quite hopeful that the effect of Brexit on the video advertising industry is very high, but it is manageable. Now that the Brexit formalities are to continue for the next two years before the actual exit of UK from EU, there is enough time for the video ad industry to take alternative steps to reduce the impact of Brexit.
6 Crazy Trends in the Video Advertising Industry
Video advertising is the standard part of every advertiser’s diary today. Video advertising also became an art of approaching the audience in innovative ways. It is a massive market in which the revenue from the ad accounts for some 4 billion dollars during 2013. Many companies are acquiring various video advertising companies. Advertisers are following multiple innovative techniques and strategies to get connected with the audience and to increase their brand identity among the millions of other brands that are present on the video platforms. Here are some crazy trends that are following by the advertisers in the video advertising industry.
Mobile Ads Become all-time Trend
With an increase in the usage of mobile, which we can term it as a mobile ad revolution. Advertisers are targeting the mobile advertising approach. Mobile video views are increasing rapidly, and it is the reason behind the focus on mobile advertising by the advertisers, many advertisers are also approaching the audience with a different type of apps on the mobile and optimizing their sites, videos to the format of the mobile device.
Trend of Native Ads
Native ads are going beyond the advertising by following the different versatile approach towards the audience.
Unboxing videos become popular on the YouTube platform. The products unboxing become the craziest trend which helps the advertisers to advertise their products with the star’s videos on YouTube platform.
The marketing efforts can fulfill if and the only id your ad has efficiently targeted the audience and successfully grabbed the customers towards you. By using the behavioral data obtained by the analysis of the customer’s interests in browsing, purchasing history, etc. the marketer can target the specific audience and can increase their sales.
How the Internet of Things is transforming Video Advertising
What is video advertising:
It is online display advertisements that are served before, during and/or after a video stream.These internet advertisements are available as Mid Page Units (MPUs) with video embedded within them. In another version, video advertising is advertisements that occur on internet television.
What is Internet of Things:
Internet of things is yet another concept that is catching like wildfire. This concept enables putting data about various and miscellaneous objects on the internet (cloud). Shortly called IoT, Internet of Things can provide live data about many incidents using relevant sensors.
Present day expectations are that the house refrigerator will start ‘talking’ to smartphone advertising the purchase of certain items that the refrigerator maintains (based on usage and delivery pattern). Through this methodology of direct communication needs some preconfigured set of instructions (input), the idea one becomes a reality will be much more useful to the user.
Seeing the huge potential offered by IoT, big companies like Microsoft, Intel & Cisco are already big players in this space and are rolling out solutions to integrate digital signage into IoT future further. Another interesting fact in the same scenario is that Apple & Google are joining the band of companies offering IoT related ad plans as the estimates are that over 9 billion devices will be connected (intro and on net as well) by the year 2018.
This increased data combined with the efficiencies of automatic, programmatic trading will enable the advertiser to make smarter decisions or the best campaign results. Coming to video advertising, the goal of the marketer is to reach the audience. This goal can be achieved by specific behavior analysis that represents value to a marketing organization, and towards this end, IoT can be used in an effective manner.
How to Measure Video Advertising? A Brand Marketer’s Analysis
Video advertising has become the must and should element in the internet advertising for brands. Marketers are focusing on the different trends in video marketing.
Social media platforms also providing the different types of video ads to the marketers with different targeting algorithms across the web. Video marketers utilize these ad types according to their perception of marketing strategy.
When comes to measuring of digital video advertising, every marketer has their strategic plan for analyzing or measuring the digital video advertising.
According to the survey reports, it is revealed that the digital video ads work in different ways and the measuring or analyzing the digital video ads us completely different from marketer to marketer.
But most of them are analyzing the digital video performance with the site traffic. In the future, the measuring might transform into cost per acquisition.
Video marketers who are working in different fields like automotive, travel, etc. are buying the ads within their company’s media budget and allocating the video ads.
More than 70 percent of brand marketers are analyzing their performance of video ads by taking the site traffic under consideration. And some marketers depend upon the ROI for measuring the video ads.
At present, store traffic and the metrics related to the brand are the other ways to measure the digital video online.
Measuring digital video ads with site traffic will continue as one of the top metrics followed by the brand marketers in the future. More than 32 percent marketers are like to measure their video performance with return on ad sales.
Therefore measuring the digital video ads varies from marketers to marketer.
It depends on upon the field they chosen for their brand marketing. In the future, there might be other different ways to project the analysis of digital video ads.
Exceptional Ideas on Maximizing Your Video Advertising
Video advertising plays the key role in digital marketing strategy. Videos are more powerful to capture the attention of the users and effectively deliver the brand message. Studies revealed that video advertisement influences the audience to decide on purchasing the products.
However, it is not easy to create a perfect video campaign. Conversions do not come rolling in just by posting the video advertising online. Here are some ideas to get maximum benefits from video advertising.
The first thing to do in video advertising is to decide what your ad campaign should achieve. Video advertisings influence the audience to download a coupon, subscribe to the online e-commerce site, etc. Social media plays a vital role in video ads. Sharing and viewing the video on social networks is easier and this gets lots of new customers to view the video.
Call to action is very important in video advertising. This helps in getting the maximum return on investment. At the end of your video campaign, request the audience to subscribe to your channel or visit your landing page.
Content is the king in the digital world, and this also holds good in video advertising. The video must be interesting, have a great story, should be of great quality, and in the end, there should be a call to action. Check the lighting before shooting a video.
Keep the video campaign as short as people so that people watch it fully. A good video campaign should be able to engage the audience and build a relationship with them. Personalizing the video is very helpful in getting the trust of the consumers. Create a video campaign for your employees, customers, or testimonials. Making multiple videos help to engage the customers and generate leads. This helps for brand awareness, reminds the customers to take action, etc.
How Data Analytics is Making Video Advertising More Powerful
While running a video advertising campaign, it is necessary to understand how well it is performing. Data Analytics not only helps in focusing on the audience and improves the performance of the ad but also give the insights on the behavior of audience, demographics and help unlock the most dollars from digital video.
Brands want to know if their marketing campaigns are helping to increase sales. They want to know which type of videos is giving them the greatest return on investment.
Video views and video page views are important data analytics that tells the brands how many users click the video to play it.
It also reveals how many people are interested in the video. These details help the publisher to optimize the video thumbnail and place the video on the page to increase the views.
Brands that require optimizing the online video advertising need powerful data analytics that video covers everything from video engagement to reach and also the monetization.
Data analytics play an important role in following the trends and provide the users with important statistics. The statistics allow managing the advertising campaign and decide how to target the message to the right customers at the right time. Thus the maximum possible use of client’s advertising budget can be made.
Data analytics help to know what kind of videos should be made.
By using Data analytics, help to post the videos in the right place. Video advertisements are not just for marketing but also driving sales.
Data analytics will have a big effect on the video advertising campaign. Online video ads are major drivers of clicks and buying process. Data analytics and online video ad campaigns go hand in hand. Digital video advertising is here to stay, and we have to do everything we know to improve it.
Video Advertising Tactics to Boost Your Campaign Strategy
The latest trend of digital marketing depends heavily on video advertising. YouTube is one of the channels that promote video advertising.
Once the marketer is spending huge amounts on a video ad campaign, he should be able to gain most out of it. Given below are some of the tactics to boost video campaign.
1) Monitor Cost per View:
Each Ad comes with a cost. One of the methods of promotion is PTC (paid to click). The visitor needs to pay for each of the clicks that he clicks on a product. The campaigner needs to monitor the CPV. If he finds that the CPV is higher than his budget, he can lower the same, and alternatively, if CPV is lower than his budget, he can increase the frequency. Playing with the optimization technique of PCPV is required.
2) Monitor view rate:
View rate is the number of views of your video ad compared to the number of views it is offered for. Higher view rate indicates that the viewers are happy with the content and on the other hand if the view rate is lower it indicates that the content needs to be changed.
3) Monitor click through rate:
CTR is slightly different from view rate in that it ale to measure how well the ad is able to perform with the viewers. Higher CTR is an indication that the viewers are likely to become customers of the marketer.
4) The optimum target of an audience:
Targeting the right audience with the right strategy for the right product is very important. The campaign strategy should be to identify the prospective customers based on the demographics like age, sex, location, financial status etc. By targeting the correct set of audience, the campaign will be a grand success.
5) Filtering the content:
Some of the content may not be applicable to a certain segment of viewers. In such cases, appropriate filters allowing the viewers to avoid the content need to be provided.
The Next 5 Big Things in Video Advertising
Video advertising took over the industry, and it made a mark in digital marketing. Digital video ad revenue is going to reach a few million. Marketers getting many benefits from digital video advertising and these include capturing the attention of consumers, standing out from the crowd and so on.
1. Marketers are now aware that consumers are using mobile devices such as tablets and smartphones for watching online video ads. Video consumption on these devices is likely to grow in the coming days. They are now using Snapchat and Instagram, Twitter and Facebook to sponsor in-feed video ads and mobile ad formats.
2. Vertical video is going to be the next big thing in video advertising. Advertisers are giving importance to the vertical video due to its convenience. The viewers need not rotate their mobile phones to watch these videos.
3. Multi-screen video advertising is going to be the next big thing in video advertising. Viewers are accessing online content on multiple devices, and multiscreen video advertising lets the marketers target audience on multiple devices such as the tablet, laptop, and PC. Multi-screen video advertising will enhance engagement and increases reach.
4. Virtual reality campaigns are the next big thing in video advertising. There are many reasons for this. The viewers immerse in content and can pay attention to the message the ad delivers. These ads are impactful, memorable, and novel. Big brands are now using virtual reality technology to create successful video campaigns.
5. Programmatic TV is an exciting advancement in video advertising. Digital video advertising can be delivered to the consumer through TVs.
Users now want the video advertisements to be brief and convenient. They ignore those ads that do not capture their attention. Brands thus should create relevant and engaging videos to improve conversions, retentions and brand awareness.
The above mentioned all phrases will define in which way the video advertising is going to be in the upcoming days. If you read this article and if you are video advertiser then this information might be helpful to launch the successful video campaign by choosing the trending platforms.
Using Predictive Analytics to overcome Video Advertising Mistakes
The marketer has the primary responsibility of promoting his products/services.Through this, he has to achieve the ultimate goal of increasing the bottom line of his business. For the promotion of products, he has various options, and most prominent of the same is through content promotion. There are many platforms offering video advertising, which is considered one of the best promotion platforms. While the marketer is at liberty to use the platform of his choice (that suits the requirements of his business), he also faced with many issues that can force him to make the wrong decision in this regard.One of the solutions to reduce (if not avoid) mistakes is through the use of predictive analytics.
As a quick round-up of video ad promotion mistakes the marketer is doing, identify the following:
1) Not promoting content at all.
2) Not being selective about promoting.
3) Not allowing the content the breathing time.
4) Not promoting the performing products.
While it is proven the fact that promotion of content is the absolute requirement, doing it right is also equally important. In the absence of proper promotion, the same will be a big drain on the business. Despite being aware of this fact, businesses are still making mistakes in their content promotion. Let’s briefly understand the consequences of the above mistakes.
• even though the marketer has been able to create the best content if he is not promoting the same, he is incurring high costs of hiring talented professionals. Promotion of content is a vast subject, and the marketer has to ensure the proper promotion of his content.
• Promoting everything without being selective is another mistake. Though the marketer is free to promote his content, he has to be selective about how to promote it. There are relevant platforms that can add value to the money spent by him for the promotion of his content.
• Not allowing the content the breathing time is one more mistake. In a hurry to get quick results, the marketer might want to jump into the action of promoting the content. But anything and everything needs some breathing time before the content goes viral. The marketer needs to provide sufficient breathing time for the content.
• Promotion vs. performance should go hand in hand. Only the performing products need to promote. The marketer might be having a bunch of products, and some of them may perform while others are not performing. The marketer has to distinguish between performing and non-performing products.
Today, there are many predictive tools available for the marketer to assess each of the above mistakes that he is doing while doing video ad promotion. These tools help the marketer to avoid money drain by suggesting the best performing products. The tools also suggest marketers about the right mix of product, place, price, and promotion. Taking help of these predictive tools, the marketer has to ensure that he has the best promotion strategy to ensure success for his promotion and products as well.
10 Ways Machine Learning Can Benefit Your Video Advertising
The video is adapted as the main tool for marketing strategies by the majority of marketers. Creating the video content for advertising is not a challenge with the production costs getting lower but boosting the engagement is the real challenge. One technology that is expected to help the brands to understand how consumers are responding to their video advertising is machine learning. This is an artificial intelligence that finds patterns in data and adjusts programs without any human inputs.
1. It can gather vast quantities of data from businesses and social media and analyze it.
2. It can identify the behavior patterns of video ad audience, identify the consumer preferences, trends and market fluctuations.
3. After analyzing the data, the machine learning generates insights and can even predict consumer behavior.
4. By combining the video advertising and the machine learning, it becomes easy to target the audience and demographics.
5. It can track the likes, comments and shares of video and helps to exploit the data to its full potential.
6. It finds out the types of audience that are engaged. And also predicts the video watching habits of consumers n future and based on this, brands can create future video content.
7. Machine learning offers new ways for the content creators and marketers to understand the customers.
8. Machine learning is also used to power the online experience of customers. By increasing the video engagement levels, brands can turn the leads into sales.
9. Machine learning helps to find which demographic engages with which type of video content.
10. It can also identity the objects in the video advertising to which the users respond more.
It is not enough for the brands and businesses to create video advertisements and publish it. It is also important to know how customers are responding to it, what the elements that appeal to him are and what are going to be the future trends. Machine learning helps you in this process.
How Machine Learning is Transforming Video Advertising
Ad spend on digital medium is expected to grow to $600 billion this year, and machine learning emerged as a key technology in transforming video advertising. ^The algorithm designed the data collected from machine learning that gives smarter results. This information is also used to predict the future. Let us now know how machine learning is transforming video advertising.
Machine learning algorithms are used to analyze the interest, purchasing preferences, and demographics of the consumers. This helps marketers to create focused persona ads for improved results. It also helps in identifying the right audience for the video ad and will help the right content to reach them.
Not only the above But It also helps to see if an ad is speaking positively about the brand or not, and it can be used to promote the brand or not. YouTube is already using this for all the uploaded video to identify the topics.
For any video advertising, placement of it is very crucial to the success of the campaign. Wrong placement, the irrelevant Ad can create a negative image for the brand. It is used to identify the right location and also the right timing for the display of the ad. This helps to get a higher click-through rate.
Invalid clicks are a big problem for any digital advertiser. The machine learning technology is being used to eradicate this problem. It can determine the legitimacy of a click. Actual ad views and the behavior patterns of the audience can find with this. Google also uses this technology in AdWords service.
Before introducing a new video advertisement, marketers are using machine learning technology to perform intelligent predictions about the success of the campaign based on the data from previous campaigns. Machine learning is going to play an important role in transforming the opportunities for product placement.
Why Big Data Is the Next Big Thing in Video Advertising
Video marketing is becoming a crucial tool for any business for building the brand, increase awareness, or to generate leads. We can observe that having an online presence is considered very important by big and small brands alike.
While video marketing is very effective in improving the business and has become an integral part of digital marketing, the biggest challenge for any video campaign is to reach the target audience. Most video marketing strategies fail if the right audience is not identified.
Big data has great influence on video marketing. Big data helps marketers to know their target audience, target locations, and they can create a video campaign to get maximum results by targeting these people and locations. Big data lets you first know the audience and depending on that you can create your digital marketing video campaign.
Big Data can be analyzed to know the preferences of the viewers, brand advocates, and develop an audience for the video marketing campaign. Customer insight can be analyzed from Big Data, and these can be used in digital marketing strategies.
Big Data also helps to assess the success or failure of any video marketing campaign. This is also now possible to respond to individual consumers personally as comprehensive information about consumers is now available with Big Data. This creates a strong bond between the brand and the customer.
Big Data is playing a crucial role in video marketing. Data analysis will help the marketers to choose the channels for placing their video campaigns to get maximum views.