The document discusses the results of a study conducted by Videology and Gain Theory on the effectiveness of video advertising. The key findings are:
1) Video advertising delivered an average ROI 1.27x higher than TV advertising alone. However, ROI results varied significantly depending on inventory quality and campaign design.
2) Campaigns using more broadcast video inventory achieved higher ROIs relative to TV. ROI increased substantially as the percentage of budget spent on broadcast video rose from 5% to 60%.
3) On average, brands allocated 5% of their advertising budgets to video but could optimize ROI further by increasing this to 12.8% on average, according to Gain Theory's analysis.
4) Key factors influencing
Member case study: Kantar Millward Brown - Delivering cost-effective incremen...IAB Europe
Videology commissioned a Kantar Millward Brown CrossMedia® Research study to analyse and showcase how digital video complements heavyweight TV campaigns.
FreeWheel Position Paper: Why Premium Video Matters for Advertisers: a Europe...IAB Europe
Faced with infinite choice, how today’s consumer watches TV has changed. Enhanced availability of premium programming anywhere and everywhere has resulted in increased viewing on mobile, tablets and especially on over-the-top (OTT) platforms, as people seek out the best screen available to watch their favourite shows. A new era for TV has arrived, sparking an evolution for the advertising that supports it.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
Member case study: Kantar Millward Brown - Delivering cost-effective incremen...IAB Europe
Videology commissioned a Kantar Millward Brown CrossMedia® Research study to analyse and showcase how digital video complements heavyweight TV campaigns.
FreeWheel Position Paper: Why Premium Video Matters for Advertisers: a Europe...IAB Europe
Faced with infinite choice, how today’s consumer watches TV has changed. Enhanced availability of premium programming anywhere and everywhere has resulted in increased viewing on mobile, tablets and especially on over-the-top (OTT) platforms, as people seek out the best screen available to watch their favourite shows. A new era for TV has arrived, sparking an evolution for the advertising that supports it.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
eMarketer Webinar: Trends in Video Advertising and MeasurementeMarketer
Join David Hallerman as he provide's an overview of the latest data on digital video ad metrics, video ad types, ad spending forecasts and the video audience.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
ENGAGEMENT, CUSTOMER CARE UND CUSTOMER ACQUISITIONEN – WIE DEEZER FANS EROBER...AllFacebook.de
Vortrag von ANDREA RAMPONI und OMBLINE DE CORIOLIS auf der AllFacebook Marketing Conference in Berlin 2015.
Mehr Informationen:
http://conference.allfacebook.de/session/engagement-customer-care-und-customer-acquisitionen-wie-deezer-fans-erobert-und-kunden-gewinnt/
Four forces reshaping the digital advertising landscapePwC España
Móviles y vídeo están llamados a cambiar los hábitos de los usuarios relacionados con el aumento del uso de nuevas tecnologías y el consumo de contenidos multimedia, expandiendo así el grado de interacción y el volumen del mercado de la publicidad, accesible ya en todo momento a través de los 4 canales protagonistas del estudio.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
Millward Brown has just published Perspectives, an annual compendium of our perspective on issues weighing on the minds of marketers around the world. This issue features thinking on the fast growing BRIC markets, neuroscience, and the art and science of brand building — from the importance of brand ideals to our newly launched "Meaningfully Different" framework — and how both create financial value for brand owners.
Digital Video Advertising For Medicare Marketing: The Comprehensive Medicare ...Scott Levine
Digital Video Advertising For Medicare Marketing: The Comprehensive Medicare Marketers Digital Marketing Handbook Chapter 5
Learn about the difference between in-stream and out-of-stream video advertising. Are you advertising video with Pre-Roll, Mid-Roll or Post-Roll- find out which is best for Medicare marketing. Learn how to leverage the video you've already shot to develop new video advertising. Medicare marketers are behind the times with video advertising- get yourself caught up, and up to speed!
eMarketer Webinar: Trends in Video Advertising and MeasurementeMarketer
Join David Hallerman as he provide's an overview of the latest data on digital video ad metrics, video ad types, ad spending forecasts and the video audience.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
ENGAGEMENT, CUSTOMER CARE UND CUSTOMER ACQUISITIONEN – WIE DEEZER FANS EROBER...AllFacebook.de
Vortrag von ANDREA RAMPONI und OMBLINE DE CORIOLIS auf der AllFacebook Marketing Conference in Berlin 2015.
Mehr Informationen:
http://conference.allfacebook.de/session/engagement-customer-care-und-customer-acquisitionen-wie-deezer-fans-erobert-und-kunden-gewinnt/
Four forces reshaping the digital advertising landscapePwC España
Móviles y vídeo están llamados a cambiar los hábitos de los usuarios relacionados con el aumento del uso de nuevas tecnologías y el consumo de contenidos multimedia, expandiendo así el grado de interacción y el volumen del mercado de la publicidad, accesible ya en todo momento a través de los 4 canales protagonistas del estudio.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
Millward Brown has just published Perspectives, an annual compendium of our perspective on issues weighing on the minds of marketers around the world. This issue features thinking on the fast growing BRIC markets, neuroscience, and the art and science of brand building — from the importance of brand ideals to our newly launched "Meaningfully Different" framework — and how both create financial value for brand owners.
Digital Video Advertising For Medicare Marketing: The Comprehensive Medicare ...Scott Levine
Digital Video Advertising For Medicare Marketing: The Comprehensive Medicare Marketers Digital Marketing Handbook Chapter 5
Learn about the difference between in-stream and out-of-stream video advertising. Are you advertising video with Pre-Roll, Mid-Roll or Post-Roll- find out which is best for Medicare marketing. Learn how to leverage the video you've already shot to develop new video advertising. Medicare marketers are behind the times with video advertising- get yourself caught up, and up to speed!
Digital Video and TV Advertising Viewing Budget Share Shift and EffectivenessTeads.tv
LA ERA DEL VIDEO ONLINE ESTÁ AQUI!!
Y qué mejor ejemplo de ello es la migración paulatina y creciente de los budgets publicitarios de TV a Video Digital. Y es que el video digital no tiene el alcance total que la TV tiene, pero sí tiene la campacidad de segmentación específica por contenido y audiencia, freq. cap y optimizaciones en tiempo real, métricas específicas como el CTR, y Tasas de Finalización, y engagement por mucho mayor.
Aquí un estudio de la IAB, en conjunto con partners de video en el mundo que lo corroboran y detallan.
ValueClick Media's Director of Video Strategy, Dan Alexander, offers four tips for cross-platform marketers to maximize their digital video ROI. Before digital video, TV was one of the few visual mediums where advertisers knew that when they bought air time, they were getting a specific audience, at a precise time, for a determined spend. While navigating the current video landscape can be unnerving for both traditional and digital marketers – often unsure of what they are getting in return for their time and spend – digital video is where top brands are progressively allocating their advertising budgets.
Now is the time to grow your video comfort zone to meet increasing demand. Learn the 4 essential questions to ask your video ad provider.
An alternative to marketing mix modeling exists that provides more comprehensive and nuanced insights to how marketing works. In this document, is a compendium of marketing cases that were solved with simulation.
Userfarm - Video Production and Video CrowdsourcingBruno Pellegrini
Userfarm introduction to the Social Case History Forum 2014 in Milan (SCHF 2014) with relevant data about video production industry, video marketin strategy and video crowdsourcing solutions.
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
This year marks the first edition of The State of Video Marketing survey. We’ve surveyed 78 marketing thought leaders from start-ups to Fortune 500 enterprises about their video marketing efforts and asked them to share their plans for the coming year. This report is a reflection of marketers from organizations with varying levels of experience, budgets, and strategies. The responses will help you discover what’s working for your peers, how to avoid common mistakes and help you take your video marketing to the next level. The survey results sheds light on:
- Differences between highly effective vs. less effective video marketers
- Preferred marketing platforms used for video distribution
- Marketers’ top challenges with video marketing
- Expected spending trends for 2017
- Much more
At Brite Content, we’re dedicated to supporting smart marketers like you to harness the power of video marketing to connecting with customers. Our mission is to streamline video marketing to enable marketers to tell their story more effectively. We believe the best way to excel starts with knowledge and data - which can be found in this report. Better video marketing starts here. So read on!
TV advertising and digital video ads work better together because they reinforce each other at different parts of the consumers' purchase journeys. Here's the in-depth data that supports these points.
We’ve surveyed 78 marketing thought leaders from start-ups to Fortune 500 enterprises about their video marketing efforts and asked them to share their plans for the coming year. This report is a reflection of marketers from organizations with varying levels of experience, budgets, and strategies. The responses will help you discover what’s working for your peers, how to avoid common mistakes, and help you take your video marketing to the next level. The survey results sheds light on:
‣ Differences between highly effective vs. less effective video marketers
‣ Preferred marketing platforms used for video distribution
‣ Marketers’ top challenges with video marketing
‣ Expected spending trends for 2017
Digital Content NewFronts: Video Ad Spend Study 2014Ho Nguyen
The survey of 297 buy-side executives conducted by the research firm Advertiser Perceptions uncovered a prevailing optimism around digital video, with nearly two-thirds of advertisers (65%) anticipating that they will spend more on digital video advertising in the next year than they did in 2013. This comes in contrast to TV advertising, with two-thirds of respondents saying that they will help pay for their digital video increases by shifting funds from television. Additionally, almost half (48%) of respondents think the increase in their digital video spend will be backed in part by an overall expansion in ad budgets.
If an image can say a thousand words, what can a video do? While video marketing is an effective form of digital marketing, many business owners dismiss it as a viable option for their business. This could be due to discomfort in front of a camera, a lack of videography equipment or a relevant skill set, or simply because they don’t know how video marketing would fit into their marketing mix. After completing this episode, the business owner will have a much clearer understanding of how to do video marketing and many of the potential objections to this form of marketing will have been addressed.
Part of the webinar series: DIGITAL MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2021 - PART II
See more at https://www.financialpoise.com/webinars/
Nothing connects like video. As the Internet gets even faster and more global, digital video is making its own new stars, changing how news is reported, and has the potential to affect the rise and fall of governments.
In the last decade, digital has made video incredibly easy to produce and watch,bringing new energy to media companies, content creators, and advertisers. Big brands are finding more ways to connect with video viewers across the web.Traditional print publishers are finding new audiences and revenue streams in video, while entertainment broadcasters are moving to online distribution.
One thing all these diverse industries have in common: their ad models are evolving to make the most from digital video.
Google partners with many advertisers and publishers who are embracing the video opportunity, which is why we're presenting this collection of research notes with insights gleaned from Google’s video advertising solutions. We'll highlight some of the transformative changes in digital instream video advertising so far, and add more as new findings are uncovered.We hope you find it useful.
DOOH Presentation by OMD for DOOH and DA WebinarIAB Europe
Following their participation in the IAB Europe webinar on DOOH and Digital Audio, OMD have put together a brief presentation taking a deeper look into their DOOH campaign for HP.
Interact 2018 - Advertising that works for everyoneIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Mark Howe, Managing Director Agencies Europe Middle East & Africa Google
Digital advertising has been helping businesses and brands grow for many years, yet the industry itself faced major growing pains over the past year. It is time for us to collectively set our ambitions higher — for consumers, advertisers, and content owners alike. In doing so, we’ll help ensure the internet remains the free, open, pluralistic place it is today and help businesses of all sizes grow. Join Google’s Mark Howe as he explores key areas of progress over the past year and outlines our vision and plans for the year ahead, as we work to build an advertising ecosystem that works for everyone.
Interact 2018 - Embracing an ever-changing future for digital advertisingIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Amelia Torode, Founder of The Fawnbrake Collective.
The importance of digital advertising to business growth will only increase – but that doesn’t make the future of digital advertising any more predictable. To thrive, businesses must embrace the continual disruption that is characteristic of the digital landscape. Brand strategist Amelia Torode examines the practical changes that they can make, in order to do so: not just executing digital transformation programmes, but building business strategies, workplace cultures and supplier relationships that are optimised for on-going change.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Wilfried Schobeiri, Chief Technology Officer, MediaMath and Matthias Matthiesen, Director Public Policy & Privacy IAB Europe
Following up on the plenary session from DAY 1 on IAB Europe’s GDPR Transparency & Consent Framework this training session presented by IAB Europe will offer the opportunity to ask any questions you may still have regarding the implementation of the Framework from the Global Vendor List to ensuring the best possible User Experience.
Interact 2018 - GDPR for digital publishers, digital agencies and advertisersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Matthias Matthiesen, Director Public Policy & Privacy and Chris Hartsuiker, Public Policy Officer, IAB Europe. Which provisions in the General Data Protection Regulation are the most relevant to digital publishers and advertisers? What is the guidance of the European Data Protection Board (former Article 29 Working party) on these topics? This training session, provided by IAB Europe will provide insight into applying the GDPR to the digital advertising supply chain.
Interact 2018 - DOOH growth and barriersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Meindert van den Heuvel, Managing Director Interbest Outdoor Media
Overview of the DOOH developments in the Dutch market
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Caroline Hugonenc, Global Vice President Research, Teads
The 10 rules to reinvent the ad experience on Mobile leveraging technology and data
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Fabrizio Angelini, CEO Sensemakers, comScore Italia
In a country still dominated by TV (with an average of 4 hours per user per day and more than 50% of media investment) online players are struggling to get consumers’ attention. While the shift to mobile is concentrating traffic on OTT, online video and entertainment players are showing great potential for growth. comScore will show the latest data and key trends in the Italian market, while Auditel will explain how it is building one of the most sophisticated cross-media measurement systems to foster market development.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. THE FUTURE OF VIDEO
In a world of fragmentation caused
by the emergence of multi-device
TV and video consumption,
convergence becomes the goal
for marketers as they navigate how
to build brands at scale, and with
relevance.
This means re-evaluating the way TV
& video are planned as underlying
panel based data sets cannot
keep up with the rapid change in
consumer behaviours. It also means
changing measurement frameworks
to account for how audiences are
interacting with more connected
media channels like video. Last year,
we saw several agencies and brands
really start to crack the code for
ROI measurement for video which is
reflected in the growth of more direct
response tactics for multichannel
video.
We keenly recognise the need to
continuously prove and demonstrate
the effectiveness of video. For
this study we partnered with Gain
Theory, a leader in econometric
measurement, to analyse the impact
of video in driving offline sales for a
number of brands over a significant
time period and across multiple
campaigns.
The results quantified some well-
known truths, such as the majority
of sales take place offline. No
surprises there, but the impact on
ROI by inventory quality was far more
marked than even we expected.
Broadcast video really matters. Video
as a medium certainly works - with
every case study showing a positive
ROI. The great news for brands is
that video not only complements TV
with cost effective reach and brand
uplift, but critically, it also empirically
directly impact sales.
Rich Astley
MANAGING DIRECTOR, UK
“BROADCAST
VIDEO REALLY
MATTERS”
3. METHODOLOGY
A robust methodology using Videology campaign data, media mix investment data and 1st party
advertiser sales data analysed independently by Gain Theory.
HOW DOES VIDEO IMPACT SALES?
How do you measure the
effectiveness of video? It entirely
depends on your campaign
objective, whether brand uplift,
incremental reach, effective cost-
per-reach-point or sales. These
objectives should in turn inform
and frame your execution and
optimisation strategy.
For this research, our objective was
to understand how video impacts
sales. Videology selected Gain
Theory to measure the ROI of video
and drive a deep understanding
of the influencing factors, so
collectively, as an industry we can
make smarter investment decisions.
Gain Theory, is a marketing foresight
consultancy that brings together
data, analytics, technology solutions
and consumer insight capabilities.
Gain Theory are perfectly placed
to combine 1st party offline point of
sale data, the wider media mix live at
the same time, Videology campaign
data with independent and robust
analysis.
To generate the most accurate and
insightful analysis, research must
move away from small sample sizes,
VIDEO WORKS
Gain Theory are a global marketing foresight consultancy that brings together data, analytics, technology solutions and consumer-insight
capabilities to help marketing and insight professionals make smarter, faster, predictive business decisions.
Their goal is to give clients the confidence to make the best marketing decisions now and in the future. Gain Theory’s predictive analytics and
global team of specialists help simplify the process, distilling complex data and providing a holistic perspective to improve marketing results.
heavily modelled analysis and last
click wins attribution of online only
sales. It is critical we understand the
complementary nature of the media
mix. Not just simply work in silos.
Therefore we tasked Gain Theory to
measure:
THE EFFECTIVENESS OF VIDEO
HOW INVENTORY QUALITY
INFLUENCES ROI
THE OPTIMAL MEDIA MIX TO
MAXIMISE ROI
Videology
Campaign Data
1st Party Advertiser Sales Data & Media
Investment Data Managed by Gain Theory
Independent Analysis
by Gain Theory
4. THE RESULTS
To start with, some facts: Gain Theory
worked with a number of brands
across industry categories, using
advertiser first-party data, Videology
campaign data, and Gain Theory
modelling methodology to establish
the results. The objectives were to
show the ROI of video, how this
compared to TV, and to understand
how inventory quality impacts ROI.
The brands in this study had varying
budget levels, target audiences,
creative styles, and consumers who
respond to video and TV in different
ways. All brands showed a positive
ROI on their video investment, with
95% of sales occurring offline.
Interesting insights emerged when
the numbers were analysed in
conjunction with TV. The gross
revenue ROI of video relative to TV
was, on average across our studies,
1.27x higher – so for a brand with a £2
ROI for TV, on average this would be
£2.54 for video.
Let’s be clear here, video does
not unilaterally deliver a better ROI
or scale than TV. However video,
when part of an appropriate AV
(TV + Video) mix, does deliver a
more effective ROI. Video certainly
complements TV.
However, there was a range to these
results. The lowest relative ROI we
measured was 0.22x TV, the highest
was 2.94x TV.
Why was there such a range? We
delve into this in detail on the next
page, but we found interesting
correlations between ROI and the %
of broadcast inventory. Additionally
we saw the speed with which TV
and video build reach impact the
ROI, that video can take longer to
build reach than TV, therefore by
comparison short burst activity online
delivered a lower comparable ROI.
We believe these differences in ROI
generation should have a profound
impact on how AV should be bought
when looking to optimise ROI.
Gain Theory looked at the current %
of video as part of the planned AV
budget for the brands in this study.
This averaged at 5%, ranging from
3% to 8%. An optimal mix, i.e. the mix
that delivers the most gross revenue,
is on average 12.8%, a huge 156%
growth.
To re-state this, brands are currently
spending around 5-10% of their
AV budget on video. To maximise
the ROI from AV investment, the
percentage of video, in most cases
should increase.
£
MORE BROADCAST VIDEO
DRIVES THE HIGHEST ROI
£
MORE BROADCAST
BETTER ROI
ALL VIDEO CAMPAIGNS
DROVE A POSITIVE ROI
AVERAGE AV
MIX OF STUDY
OPTIMAL BUDGET ALLOCATION
TO VIDEO AS PERCENTAGE OF
TOTAL AV BUDGET
5%
12.8%
1.27X
95%
ROI VS TV
OF SALES TOOK
PLACE OFFLINE
WHEN USED IN
CONJUNCTION WITH TV
VIDEO WORKS
Matthew Chappell
PARTNER, GAIN THEORY
To maximise the ROI
from AV investment,
the percentage of
video, in most cases
should increase
5. OPTIMAL MEDIA MIX
OPTIMAL MEDIA MIX
The results show that to drive optimal
ROI, video investment should
increase as part of the AV Mix. On
average this value should be 12.8%.
But this value is different by brand, so
what drives this difference?
CONSUMER RESPONSE
TO ADVERTISING
When Gain Theory analysed this
data, they found a large variance
in how consumers respond to
advertising, particularly in effective
frequency (EF; i.e. the number of
times a consumer needs to see the
advert before exposure levels are
deemed appropriate) An EF of 2+
has different implications to an EF of
5+.
TARGET AUDIENCE
It goes without saying that the
younger the audience, the higher
the proportion of video should
be. Thinkbox research shows that
all individuals spend 62% of their
AV consumption on live TV. For
16-24s this figure reduces to 44%,
meaning this group are consuming
significantly more non-linear
viewing. It might also be that while
a brand’s target audience is all
adults, they’restruggling to reach
young adults, especially if the EF
requirement is high. Therefore an
approach that complements TV with
video increases a brand’s likelihood
of improving frequency against hard
to reach fragmenting audiences. It’s
also worth considering video’s more
effective targeting proposition when
you have a niche target audience.
It’s going to be harder to effectively
reach these consumers through TV
(or even OOH or Radio), whereas
video allows you the capability to
effectively pinpoint these consumers.
SIZE OF AV BUDGET
The final, most important
consideration is size of AV budget
(TV + Video). There are three stages.
Firstly, with small AV budgets (£0-5m)
there is a trade-off between reach
and frequency. If we know you have
to reach your target audience x
times, and that any failure to reach
this results in the message not cutting
through, then reach will have to be
sacrificed to achieve this frequency.
This is more easily done with video as,
just like with niche target audiences,
you can pinpoint a group and
manage their viewing frequency via
enforced frequency caps, which
offline media cannot guarantee. At
low levels of spend, video is more
effective at building cost effective
reach.
When you get to medium levels of
AV spend (£5m-15m), TV tends to
take the lion’s share of AV budget,
given the higher reach and lower
cost per thousand of this channel.
Video will still be effective at driving
incremental reach, especially if your
EF requirement is high.
Once you move past the £15m
mark, you reach diminishing returns
of efficiency in TV and video starts
to become a larger part of the mix
again.
Gain Theory reached this definition
by combining results for a number of
clients across industries to create the
benchmark below:
VIDEO WORKS
0
0%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
60
TV Video
%ofbudgetdedicatedtoTV/Video
Spend (£m)
6. BROADCAST VIDEO REALLY MATTERS
How does media quality impact
ROI? In the world of addressable
audience targeting, does context
and environment still matter?
Gain Theory used Videology
campaign data to separate out ROI
performance by inventory quality.
Contrasting broadcast video with
publisher direct and networks /
exchanges. Given it was broadly
the same copy shown on different
types of inventory quality, with similar
targeting applied, the impact was
substantial.
The chart shows that clients who
have higher percentages of video
budget devoted to broadcast
inventory have a higher video ROI
relative to linear TV. When broadcast
inventory is 5% of the video budget,
the video ROI is lower than linear TV.
When Broadcaster inventory reaches
60% of the video campaign, ROI
relative to TV can be as high as 250%
(i.e. video ROI is 2.5x higher than TV).
This may not be the same for every
brand but was consistent across the
brands within this study.
Viewability and player size will
certainly have made an impact
with broadcast inventory seeing
substantially better average
viewability and player size than other
inventory types.
Clearly these three inventory tiers
have different average pricing. So
despite a pricing correction to take
into account quality, broadcast
inventory still has outperformed.
All other things being equal the
fundamental reason for over
performance is down to context,
environment and consumer mindset.
Broadcast video inventory is the
highest quality programming, and
most premium environment, which in
turn creates the most impactful ad
opportunities.
Therefore should you just spend
exclusively on broadcast video,
if content and context are key?
Depending on your KPI broadcast
video should play a significant
part of the video supply mix. In this
case when looking to optimise to
ROI, broadcast video has made a
significant impact.
Yet there is not an abundance of
premium broadcast quality inventory.
In order to drive scale and reach,
therefore volume of sales, a broader
selection of brand safe, bot free
and viewable inventory sources is a
necessity.
Broadcast
video delivers
a greater ROI
5%
No measured impact
beyond this point
60% 100%
0%
250%
The years of trust,
highest quality
programming
and premium
environment creates
more impactful ad
opportunities
Broadcast Video
Investment
VideoROIrelativetoTV
% budget on Broadcast Video
7. BEST PRACTICE
VIDEO WORKS
DEFINE THE GOAL
Setting clearly defined campaign
objectives and flighting may sound
obvious but it should make a
significant impact on optimisation
and strategy deployed by your video
technology platform. For example
we found longer burst activity drives
a greater ROI than short burst activity
for video.
BROADCAST VIDEO REALLY MATTERS:
Any strategies that materially reduces
the overall portion of broadcast
inventory on a campaign will
negatively impact ROI.
1ST PARTY DATA:
Utilise1st party advertiser data to both
target and measure the impact on
sales by creating a virtuous circle of
improvement and learning. Ensure
you maintain ownership and access
to this data. For example is the last
click really the best way to measure
the power of sight, sound and motion
that only video & TV can achieve?
CAMPAIGN HYGIENE:
It goes without saying that there
are best practice hygiene factors
that should be applied to all your
campaigns, regardless of objective.
Maximise viewability; the more
time your ad is in view, the greater
potential to make an impact and
drive an outcome. Ensure you have
accredited measurement in place,
go beyond just standard metrics,
looking in greater depth at each
quartile to get better insight beyond
the IAB / MRC minimum definition.
Challenge your video platform to
optimise to third party vendor stats in
real-time, and, where appropriate,
viewable CPM as a currency.
Any impression to fraudulent bot or
non-human traffic is wasted. Ensure
your video platform has an effective
non-human traffic strategy in place.
Not just by reporting post-impression
or reconciled post-campaign, but by
preventing fraud before it happens
using real-time blocking.
A robust process for brand safety
is vital, ensuring your campaigns
are displayed in appropriate
environments. Custom execution
through white lists, black lists, custom
media lists and the option to run 3rd
party reporting are the minimum
standard.
Is the last click really
the best way to
measure the power
of sight, sound and
motion that only
video & TV can
achieve?
The research conducted by Gain Theory has proven that video, deployed in
connection with linear TV, delivers on average a positive ROI of 1.27%X, that of
TV in isolation. Furthermore, broadcast video inventory provides the greatest
ROI. There are 4 critical factors to driving superior performance:
8. Videology (videologygroup.com) is a leading software provider for
converged TV and video advertising. By simplifying big data, we empower
marketers and media companies to make smarter advertising decisions
to fully harness the value of their audience across screens. Our math and
science-based technology enables our customers to manage, measure
and optimize digital video and TV advertising to achieve the best results in
the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose
investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle
Ventures, and Valhalla Partners. Videology is headquartered in New York,
NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid,
Singapore, Sydney, Tokyo and sales teams across North America.
Gain Theory, is a marketing foresight consultancy that brings together
data, analytics, technology solutions and consumer insight capabilities.
It combines intellectual capital in media, marketing, data and
technology to create a consultancy that will help brands make smarter,
faster, predictive business decisions.
The Gain Theory team is comprised of 200, world-class marketing
effectiveness consultants, analysts, data experts and engineers. The
consultancy has hubs in New York, London and Bangalore. For more
information, visit www.gaintheory.com
La plateforme vidéo programmatique