Analysis for 'Advertising'

  • Research Finds Sweet Spot of Video Ads’ Impact on Brand Metrics

    Online video advertising is still relatively new, so understanding its exact impact on critical brand metrics is not yet entirely clear. To better understand the correlations between frequency and impact, YuMe recently conducted a study using Kantar Milward Brown’s MarketNorms data and select video ad campaigns that ran in Q1 2017.  

    Not so surprisingly, at a high level, YuMe found that as viewers experienced more video ad exposures, all brand metrics improved. These metrics include aided awareness, online ad awareness, message association, brand favorability and purchase intent.

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  • Research: Majority of Ad Buyers Expect Programmatic Will Account for Over Half of TV Ads in 3-5 Years

    Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.”  For buyers already using advanced TV, 57% are planning to increase their budgets this year.

    The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).

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  • Akamai - full banner - 6-5-17
  • Research: Pre-Roll Remains Best Performing Video Ad Format

    Pre-rolls remain the workhorse of video advertising, outperforming other formats across metrics including recall, engagement and relevance. That’s according to research from IPG Media Lab and YuMe which was released this morning and compared the performance of pre-roll, mid-roll, outstream and social video formats across mobile and desktop.

    IPG found that just 17% of respondents agreed that pre-rolls interrupted content on desktop vs. 46% for outstream and 53% for mid-roll. The same pattern was true in mobile, with 17% of respondents agreeing that pre-rolls interrupted content compared with 60% for outstream and 72% for mid-roll.

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  • VertaMedia - full banner - 4-3-17
  • FreeWheel: Live Viewing Surged 36% in 2016 on Sports and Politics

    FreeWheel has released its 2016 year-end Video Monetization Report,  revealing, among things, that ad views in live streams grew 36% in 2016, powered by marquee sports events and the U.S. presidential election that were streamed to connected devices. FreeWheel cited the Summer Olympics, Super Bowl 50, Game 7 of the World Series, and the first presidential debate in particular as major contributors.

    More broadly, live video helped drive the 24th consecutive quarterly increase in both content views (up 20%) and ad views (up 17%) in Q4 ’16. For the full year 2016, content views increased 26% and ad views increased 24%.

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  • Influence of TV Ads on Video Ad Targeting Increased During 2016

    Here’s a great data point highlighting how TV and online video advertising are converging: new data from Videology revealed that in Q4 ’16, 23% of online video ad campaigns utilized TV viewing segments to help target audiences, more than double the 11% rate in Q1 ’16, though slightly down from 27% in Q3 ’16. Once again, the advertiser’s TV schedule was the top TV segment used.

    As always, demo (used in 100% of campaigns), geo (85%) and behavioral (54%) were the most used data types for targeting video ads, but the increasing use of TV segments shows how advertisers are looking at video ads more holistically, converging them with TV ads to extend the value and ROI of their overall ad spending.

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  • VertaMedia - full banner - 4-3-17
  • FreeWheel VMR: Desktop Declines to 34% of Ad Views as Entertainment Focus Grows

    FreeWheel has released its Q2 2016 Video Monetization Report, once again sharing valuable insights on premium video viewing and monetization. Continuing its precipitous drop from prior quarters, desktop’s share of video ad viewing declined to 34%, its lowest level yet in the U.S. That was down from over 62% one year ago, in Q2 ’15 and 90% just 3 years ago, in Q2 ’13.

    While desktop’s number of ad views has stayed steady, the rapid growth of mobile and connected devices has exploded, up 60% in each of the past 2 quarters alone. In Europe, desktop viewing is stronger than in the U.S., with a 43% share, though that’s down from 66% a year ago.

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  • Research: YouTube and Facebook Are In A Dead Heat For Advertisers' Interest

    Facebook’s push into video appears to be paying off as a new survey of 300 advertisers and agencies released by Trusted Media Brands this morning shows that social platforms and video platforms are virtually tied as the most important partners for video ad campaigns. Overall, YouTube and other video platforms are viewed as most important by 59% of respondents, with Facebook and other social platforms viewed as most important by 56%.

    However, among advertisers, 65% favored social, with 55% favoring video platforms. The numbers were reversed for agencies, where 62% favored video platforms and 51% favored social platforms. It’s also worth noting that distinctions can be murky as YouTube itself could be considered a social platform given the level of sharing, commenting and following that occurs there.

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  • IBM Cloud Video - full banner - 4-24-17
  • Videology Sees 74% Quarter-Over-Quarter Spending Increase on Data-Infused Linear TV Ads

    Videology released its U.S. Video Market At-A-Glance report for Q2 ’16, revealing, among other things, that ad spending by clients on data-infused linear TV campaigns grew by 74% from Q1 ’16 to Q2 ’16. That compared with a 50% increase Videology experienced from Q4 ’15 to Q1 ’16.  Videology noted that traditional TV ad buying continues going strong, but that the quarterly acceleration is evidence of the market becoming more sophisticated about pursuing specific audiences.

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  • Research: Over 50% of Publishers Have Run Video Campaigns on Facebook vs. 31% on YouTube

    Facebook is pouring lots of resources into video and according to a new report published by ad tech provider Mixpo this morning, the strategy appears to be bearing fruit. In its “State of Digital Advertising for Publishers” report, based on a survey and interviews with 263 digital publishing and advertising executives, Mixpo found that 50.2% of respondents had run video campaigns on Facebook, compared to 31.1% on YouTube. Twitter followed with 17%, then Instagram with 13.2% and all other social platforms were in single digits.

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  • IBM Cloud Video - full banner - 4-24-17
  • Pixability Research Highlights YouTube’s Growing Role in Auto Industry

    Online video and YouTube specifically are playing big roles in the auto industry for prospective buyers and enthusiasts, according to new research from video ad tech provider Pixability. The company found that auto-related video views on YouTube increased 42% from 2014 to 2015. There are currently 244K auto-related channels on YouTube with 3.5 million videos that have driven 73 billion views. Searches for “car reviews” specifically on YouTube have outpaced the same searches on Google itself over the past 5 years.

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  • IBM Cloud Video - full banner - 4-24-17
  • IAB: Ad Spending on Original Online Video Up 114% in Past 2 Years

    New IAB research indicates that ad spending on original online video is up 114% in the past 2 years. The 360 advertiser and agency executive respondents said that their average original online video ad spending has increased from $2.1 million in 2014 to $4.5 million in 2016. Telecom is the vertical with the highest average spending in 2016 ($6.7 million), followed by Health and Beauty ($6.4 million).

    The research revealed that more than a third of advertisers’ online video budgets and 38% of their original video budgets will be allocated at the NewFronts, underscoring why online and established companies continue to invest in their presentations. 8 in 10 respondents (including both TV buyers and digital buyers) said that they increased their original online budgets due to NewFronts attendance.

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  • VertaMedia - full banner - 4-3-17
  • Videology: TV Data Gains As Targeting Source For Online Video Ad Campaigns

    Late last week Videology shared Q1 ’16 data from its platform, showing the continued convergence between TV and online video advertising. Videology found that 11% of video campaigns run through its platform used TV data segments to help target online video campaigns. As in the past, the most-used segment was current TV ad schedules, followed by sports viewers and competitors’ TV schedules.

    The use of TV audience data has been on an upswing over the past year plus according to Videology. In Q4 ’15, Videology reported that video campaigns using TV audience data had increased by 114% year-over-year. No doubt this was off a very small base as the whole concept of using TV viewing data is still relatively early stage.

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  • IBM Cloud Video - full banner - 4-24-17
  • FreeWheel: Video Ad Views on Devices Surpass Desktop/Laptop for First Time

    In a sign of how extensively connected and mobile devices have proliferated, video ads viewed on them have surpassed video ads viewed via browsers on desktops and laptops for the first time, as measured by FreeWheel in its new Q4 ’15 Video Monetization Report.

    As seen in the graphic below, while desktops/laptops accounted for 40% of video ads views (up .1% vs. Q4 ’14), video ads viewed on connected TV devices accounted for 22% (up 76% YOY), with smartphones accounting for another 19% (up 92% YOY) and tablets at 9% (up 40% YOY). Combined, these devices account for 50% of ad views. FreeWheel also reported 10% of of ad views occurring on pay-TV operators’ set-top box VOD.

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  • TiVo Research Study Finds TV Ad Spending Cuts Lead to Lower Sales

    TV ad budgets are being diverted to many different types of digital spending these days, so it’s no surprise to see TV networks and their partners re-asserting the value of TV advertising, especially as the all-important upfronts approach.

    The latest evidence is a new study from TiVo Research, consulting firm 84.51 (part of The Kroger Co.), A+E Networks and Turner, which found that for every dollar decrease in TV ad spending, the reduction in sales was $3. The study looked at 15 consumer packaged goods brands which had reduced TV ad spending somewhere between 29% and 75%. The study then measured their sales performance for one or two quarters in the 2013-2014 period.

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  • VertaMedia - full banner - 4-3-17
  • Videology: Use of TV Audience Data to Target Video Ads Up 114%

    With audiences shifting seamlessly between screens, evidence that TV advertising and online video advertising are also converging is mounting. The latest is from Videology, which has released its Q4 ’15 U.S. Video Market At-A-Glance report, finding, among other things that online video campaigns using TV audience data for targeting increased by 114% year-over-year.

    The top segment used was advertisers’ current TV advertising schedules, followed by sports viewers, political show viewers, competitors’ TV schedule and daytime viewers.

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  • VertaMedia - full banner - 4-3-17
  • FreeWheel’s Q3 Video Monetization Report Shows Continued Industry Growth

    FreeWheel has released its Q3 ’15 Video Monetization Report (VMR), which reveals the continuation of a number of important industry trends. Both ad views and video views grew 28% vs. Q3 ’14, consistent with growth rates seen over the past few quarters.

    Live video was once again the fastest-growing genre, with a 113% year-over-year growth, compared to 30% for long-form and 9% for short-form. Sports was again the biggest driver of live with 63% of sports video viewed live, compared with 17% of news video viewed live (other genres were in low single digits). News had the biggest proportion of short-form (76%), while Entertainment (60%) ad Kids (59%) had the biggest proportion of long-form.

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  • AOL Research: 91% of Media Buyers Adopt Programmatic Video Amid Major TV Budget Shifts

    AOL has released its 2015 U.S. State of the Video Industry report, finding, among other things, that 91% of media buyers surveyed said they’re now buying some of their online video ads programmatically, up from 53% in 2012. AOL found that 68% of advertisers have either brought programmatic video buying in-house or plan to next year. They’re doing so primarily to achieve greater buying efficiencies and because they’re skeptical of their agencies’ programmatic expertise.

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  • VertaMedia - full banner - 4-3-17
  • Magid: In-Program Native Video Ads Outperform TV Ads

    Magid has released new research commissioned by Watchwith finding that in-program native video ads have higher levels of unaided ad recall and improved brand metrics vs. traditional TV ads.

    Watchwith recently unveiled the in-program native ad format which is an interactive overlay placed on a TV program streamed to a desktop, mobile device or connected TV. The ads can be contextually relevant to the underlying program itself using frame-by-frame metadata. Watchwith is positioning these ads as creating new, high-value inventory for TV networks to monetize their streamed TV programs.

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  • IBM Cloud Video - full banner - 4-24-17
  • eMarketer: 65% of Online Video Ad Spending Will Be Via Programmatic By 2017

    According to eMarketer’s latest forecast, by 2017, programmatic will account for 65%, or $7.43 billion, of total online video ad spending of $11.4 billion.

    eMarketer has also increased it forecast of programmatic’s share of online video spending in 2015 and 2016. For 2015, eMarketer is now estimating 39%, or $2.91 billion, of online video advertising will be done programmatically (vs. the prior forecast of 28% or $2.18 billion). For 2016, eMarketer is now estimating 56%, or $5.37 billion, of online video advertising will be done programmatically (vs. the prior forecast of 40% or $3.84 billion).

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  • VertaMedia - full banner - 4-3-17
  • Innovid Survey Shows Media Buyer Priorities for Video Ads

    Innovid has released its Q3 2015 State of Interactivity Report, based on a survey of 200+ U.S. media buyers in August, which provides insights about their priorities and preferences. Per the chart below, over 92% of respondents said they’re currently buying pre-roll video ads, slightly ahead of display. Mobile video was fourth with 85% buying it. Further down in the eighth position was Interactive Video (61%) and in tenth position, connected TV (55%).

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  • Beachfront - full banner - 3-26-17
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