Archive for the ‘digital advertising’ Category

Video Trends: Why Sponsored Content is the Future of Digital Advertising

Friday, October 6th, 2017
Video Trends: Why Sponsored Content is the Future of Digital Advertising

Video content has never been more ubiquitous, or more popular with viewers, than it is in 2017. In Q1 2017 alone, we surpassed 2.3 trillion online video views across the main social video platforms! Millions of videos are being consumed via social platforms, owned and operated websites, and across multiple advertising channels, and the medium is one of the most effective ways of reaching a target audience.

However, the proliferation of ad-blocking software installed by users poses a real threat to brands, publishers, and video advertisers. The software threatens traditional interruption advertising, such as pre-roll video, especially as mobile ad blocking reaches mainstream penetration. TV advertising is not exempt from these trends either. Younger viewers watching less TV than ever, and when they are tuning in, it’s either post-broadcast via a catch-up service, or via second screen viewing—both of which make it harder to deliver effective campaign results.

Sponsored Video is the Future

So what can video marketers and advertisers do to ensure their message reach as much of their intended audience as possible? Well, sponsored video is the fastest growing vertical in digital advertising today. According to an eMarketer survey, 48% of marketers anticipated increasing their influencer marketing spends this year to shore up their sponsored footprint, contributing to a sector that is rapidly growing and is currently estimated at $1.3 billion annually. Sponsored video content can also help bypass ad-blocking software, and help brands and publishers reach new demographics by sponsoring content from trusted influencers, and other partners.

Sponsored Video Insights: 2017

Sponsored video content has the ability to have a greater persuasive impact on viewers than a straight sales pitch. Advertisers need to cut through the noise, find the content opportunities, grow their audience, and successfully partner with brands to monetize video content. In our exclusive new insights report on sponsored video , we took a look at videos uploaded to Facebook and YouTube up to and including the March 31st 2017. Videos were selected where we believe there was an exchange of payment included in the creative and/or publishing process, i.e. there was a transaction where a partner was paid by a sponsor, to benefit the sponsor. (We consider gifts, like free products, or free hotel stays, as payment).

Download Our New Sponsored Video Insights Report Today! Get All the Latest Data on Sponsored Video Trends

There was significant growth of sponsored video content on YouTube and Facebook between April 2016 and March 2017. On YouTube, views of sponsored video content grew by 242% compared to Q1 2016, with a 57% increasing in publishers and creators uploading that type of content. On Facebook the numbers are even higher – views grew by 7390% YOY, with uploads also increasing by 4864%.

Growth of Sponsored Video Content on YouTube and Facebook – April 2016 to March 2017 (All data via Tubular)

Those numbers are incredibly impressive, but which industry verticals are pulling in the viewing and engagement numbers on the video content that’s being sponsored?

Top Sponsored Content Industries on YouTube and Facebook April 2016 to March 2017 (All data via Tubular)

On Facebook we are seeing the highest ROI in terms of views from sponsored videos via food and drink, home and DIY, and TV and movie content. In the last year, food and drink videos created in partnership with brands and publishers have averaged around 621K views. Think of publishers like Tasty,  Tastemade, or The Food Network who often collaborate with other brands, and influencers to reach a wider audience.

BuzzFeed’s Tasty US property has worked with Hersheys, Halo Top Creamery, Chobanis, Del Monte, and M&Ms over the past year to create and publish content that leverages Tasty’s 89M followers on Facebook. This collaboration with Hershey’s on this walkthrough for Marshmallow Kiss cookies generated over 17M views, and 155K shares for Tasty via Facebook. That’s nearly 17M views for a Hershey product beyond its own media properties!

Create Winning Brand Content Partnerships with Tubular DealMaker

Tubular provides independent analytics for the entire video ecosystem, allowing publishers, agencies, and brands to succeed together – growing organic audience and branded content partnerships. With our new product, Dealmaker, monetizing the social video marketplace has never been easier. DealMaker is the most comprehensive database of sponsored content on the market today, tracking over 140K sponsored videos, 30K campaigns, 15K brand sponsors, and 15K content partners. Built by Tubular for all media companies & publishers, DealMaker arms you with the intelligence you need to sell more deals and grow revenue.

Download Our Sponsored Video Content Insights Report: You May Qualify a Free Trial of Dealmaker!

We’ll be taking a deep dive into the new Sponsored Video Insights Report over the next few weeks. If you want to get your hands on a copy right now – and find how you can use Tubular to determine which sponsors or partners to work with – just click the button below.

Download Our New Sponsored Video Insights Report Today! Get All the Latest Data on Sponsored Video Trends

What Digital Video Trends Will Power #NewFronts 2017?

Monday, May 1st, 2017
What Digital Video Trends Will Power #NewFronts 2017?Digital Content NewFronts 2017 starts today, where 36 major publishers will present their plans for the coming year. The key to successfully predicting the likely news announcements is to understand the latest trends in the digital video marketing business.

What Marketers Need to Know About the Changes Coming to Facebook and YouTube

Tuesday, February 21st, 2017
What Marketers Need to Know About the Changes Coming to Facebook and YouTubeBoth Facebook and YouTube have announced some pretty important changes to their video advertising formats well in advance. So what do marketers need to know to keep ahead of the game?

12 Brand New Slides Every Video Marketer Should Read Right Now

Monday, June 6th, 2016
12 Brand New Slides Every Video Marketer Should Read Right NowThe legendary Mary Meeker has released 213 brand new state-of-the-internet slides for 2016. Here's the insights, trends, and new data that video marketers NEED to know.

Do You Really Know the Impact of Social Video on Your Brand?

Tuesday, March 1st, 2016
Do You Really Know the Impact of Social Video on Your Brand?With 75% of mobile Internet traffic predicted to be video content by 2020, brands needs to work with new metrics to determine how their content is performing across social video platforms like Facebook, YouTube, Twitter, Instagram, and Vine. We take a deep dive into why you should also be measuring Conversation, Amplification, and Applause.

TV Everywhere Video Ad Views Increase by 368% in Q3 2014

Monday, November 17th, 2014
TV Everywhere Video Ad Views Increase by 368% in Q3 2014Viewers who are signed up to TV subscription, or TV Everywhere, services are becoming increasingly receptive to online video advertising. 46% of long-form and live video ad views now come from users signed up to a TV Everywhere service, an increase of 368% compared to Q3 2013.

The Missing Piece of the Video Ad Puzzle: Content Plus Monetization

Tuesday, May 13th, 2014
The Missing Piece of the Video Ad Puzzle: Content Plus MonetizationVideo is an integral part of almost every publishers’ digital content strategy. Or it should be. Much of the conversation for publishers about video advertising centers on content: where to get it, how to optimize it and how to get their audience users to view it. Often missing from the conversation is the other side of the video ad equation: monetization.

TV-like Metrics Hit Display Ads with Google/comScore Deal

Tuesday, February 11th, 2014
TV-like Metrics Hit Display Ads with Google/comScore DealGoogle is caving in to pressure over its internal metrics and allowing comScore to integrate directly into another product. This time, it's DoubleClick getting some TV-like metrics as well as some brand lift surveys and measurement, all in real-time. This could ultimately allow for broad spectrum, cross-platform, cross-media programmatic buying thanks to comparable metrics in one interface.

State of Video Advertising for Agencies [Infographic]

Friday, January 17th, 2014
Mixpo surveyed 150 media buyers and came up with some pretty large numbers in regards to who is creating, managing or supporting digital video advertising campaigns in 2013. 2014 looks equally bright as well but the number might be slightly skewed, read on to find out why.

IAB Digital Video Rising Stars Announced: Standardising Ad Units

Friday, November 22nd, 2013
IAB Digital Video Rising Stars Announced: Standardising Ad UnitsThe IAB has released the final version of their Digital Video Rising Stars Style Guide and Technical Specifications. The guidelines are designed to standardise digital formats for brand advertising, including video ads.