Join eMarketer Principal Analyst David Hallerman, who will help you navigate the video advertising market and show you how marketers are using video to engage their audience.
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eMarketer Webinar: Video Advertising Engagement—Trends for Marketers
1. David Hallerman Principal Analyst A P R I L 2 8, 2 0 1 1 Video Advertising Engagement — Trends for Marketers Sponsored by:
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4. Troy Young, president, SAY Media (formerly VideoEgg) “ What we saw was the overwhelming power of engagement to change metrics. The takeaway here is: If you want your propaganda to work, get people to engage with it.”
17. Joe Zahtila, chief operating officer, Dynamic Logic “ Understanding how brand perceptions have changed doesn’t say how much you can sell . That gets you to the 10-yard line, but it doesn’t give you the touchdown.” Twitter – #eMwebinar
29. Longer ads tend to reduce audience involvement, at least with one metric
30. Custom video content can generate engagement, but the marketing message typically is best when it’s subtle
31. Doug Chavez, director digital marketing, Del Monte Foods “ We have some very emotional brands, such as with Milk-Bone where we don’t just use a repurposed 30-second spot. Whether on publishers’ sites or our Facebook page, we look at how much people engage with the brand besides the video ad itself .” Twitter – #eMwebinar
32. Awareness rather than purchase intent gained in one example of branded video content (done for Sprint)
34. About 25% of marketers who used YouTube for viral had viral success ( and sharing video clearly indicates engagement ) Twitter – #eMwebinar
35. More familiarity with viral than usage because niche tactic ( in some ways ) Source: DMA, Ipsos Reid, CMA, February 2011
36. Viral video may be better for awareness than boosting purchase decisions
37. Dan Greenberg, chief executive officer, Sharethrough “ The power of emotional storytelling will always be a necessary vehicle on the path towards sharing.” Twitter – #eMwebinar
38. VW’s The Force lessons : Both a good story and good ad spending
39. Trend #7 Video and Social Together Can Generate High Engagement
44. Adam Kleinberg, chief executive officer, Traction “ Social is not about listening to people talking about your brand. It’s about listening to people talk about their lives .”
45. Social network audience might actively engage with brands, but at most only half of the population
48. Consumers don’t really engage with digital video ads, say 1/3 of respondents Source: IAB, Advertiser Perceptions, April 2011
49. Ian Schafer, chief executive officer, Deep Focus “ When marketers choose to truly engage audiences (and that means something different for every brand ), it requires more custom thinking, more custom execution, more attention paid at every turn…”
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51. Misappropriated Funds? Source: Morgan Stanley; Note: Time spent data per NA Technographics (2009), ad spent data per VSS, internet advertising opportunity assumes online ad spent share matches time spent share, per Yahoo! Investors Dat, 5/10. **eMarketer Online Video Ad Sp0ending, 2009-2014 March 20 % of Total Media Consumption Time or Advertising Spending -$50B Global Opportunity 5.5% Digital Video Spend**
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54. Right User. ANY Format. Single IO. High Impact Video Display
55. Get More Value on Undertone $1MM investment delivers $1.7MM in value on Undertone Top Five Video Networks What’s your investment worth on Undertone? 100 167 174 70% More VALUE In-Banner & Pre-Roll Mix Pre-Roll only
56. Twitter Hashtag – #eMwebinar Video Advertising Engagement — Trends for Marketers Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 [email_address] Presented by: David Hallerman Principal Analyst, eMarketer, Inc. Sponsored by: Jared Skolnick [email_address]