Results tagged “Video” from IABlog
Recently there has been significant attention given to the growing importance of “visual content” as part of the paid, owned and earned media marketing mix. The headlines tell the story:
Beyond the obvious of visually enhancing your online content and helping to give your brand an identity, it is clear that images, whether they are photography, video or infographics, are playing an increasingly important strategic role on many fronts. From content sharing and user generated content, to driving referral traffic and impact on SEO ranking, the discussion about visual content creation is intensifying daily.
A recent and widely circulated infographic from M Booth well illustrates the growing importance of visual content
in social media. We asked new IAB member Shareaholic, whose Traffic Sources data is featured in this infographic,
to provide some perspective on their findings, and to share their thoughts on how visual content is impacting the
paid, owned and earned media mix including what may be in store for the future.
“The data shown in the M Booth infographic is based on traffic trends to our publisher network websites, which
show that Pinterest is now the fourth largest source of referral traffic, exceeding Twitter and Google referral
traffic and, for the first time, exceeding Yahoo! Organic. It is interesting to note is that Pinterest isn’t even in
our top 10 most popular social networks for social sharing - meaning that click-throughs on pins are driven by a
smaller percentage of organic pins.”
— Janet Aronica, Head of Marketing, Shareaholic, @JanetAronica
“For brands who choose to invest time in Pinterest, we feel that optimizing owned media with images and Pinterest buttons is rather obvious advice. But most importantly, marketers should use content analytics tools like Shareaholic to learn how visitors discover their content and where their opportunities are. Part of this means re-thinking earned media. Pinterest boards are content, and pins are another form of earned media. Just like you build relationships with journalists, building relationships with the community members who pin your content and content similar to yours should be part of your POEM strategy. This is why we also offer Shareaholic Analytics, so publishers can actually see a breakdown of who the most influential sharers are, making those connections happen as efficiently as possible. Moving forward, it’s important to think about visual content for Pinterest as well as other social media sources. In August, nearly 33% of traffic to our publishers’ sites was referral traffic - those are your social media sources. It’s not just about Pinterest. It is important to include images for Pinterest, but it is also important to set featured images for content so that shares to platforms like Facebook, Google+ and LinkedIn look as ‘appetizing’ as possible to entice click-throughs from the potential readers who see them.”
This blog series focuses on key areas of interest within the realm of paid, owned and earned media and taps into the expertise of IAB Social Media Committee members to share insights and best practices. What’s your take on the importance of visual content creation? Join in the conversation by commenting here or posting comments and/or questions using #IABPOEM.
About the Author
Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, and Games. She can be reached on Twitter @susanborst.
When we pursue a research project to advance our goal of building the world’s most effective advertising service, we start with some foundational questions: What problem(s) will the innovation solve? Can it scale? How will we measure the effects? What are the paths to increasing monetization? Will this create value for our customers?
Of course, we asked these same questions when designing Hulu Ad Swap, announced live today onstage from the IAB MIXX Conference & Expo during NY Advertising Week. Hulu Ad Swap is the next evolution in user choice and control—an ad innovation designed to dramatically improve the advertising experience for users and results for brands. Hulu Ad Swap puts complete control in the hands of the user by enabling them to instantly swap out of an ad they are watching for one that is more relevant.
We conducted research to determine whether Hulu Ad Swap could quantify (in both statistically reliable and valid terms) the improvement of the ad experience for advertisers and viewers across a variety of dimensions.
Going into the study, our thesis was that users wanted more choice and control, and advertisers wanted to eliminate waste (via targeting) and drive better outcomes (improved effectiveness measures). A recent Advertiser Perceptions study commissioned by the IAB entitled, “An Inside Look at Demand Side Perceptions of Video Advertising” quantified the criteria that advertisers, marketers, TV and online video buyers look for in their online video partnerships. Here’s what they stated (in rank order):
|1. Targeting||82% - 88%|
|2. Results||85% - 86%|
|3. Reach||68% - 84%|
|4. Cost||28% - 46%|
Advertisers want better targeting and results, and viewers want more choice and relevancy, so naturally the question we wanted to address was simple: through a format rooted in choice, could we deliver on improved relevancy and results?
Our success measures were the predictive success measures that brand marketers use: Brand recall, favorability and purchase intent.
Results from the research study were very positive. Video ads that a user proactively chose to swap into (versus a video ad that was served at random) performed to a significantly greater degree than those that were not:
- Unaided Recall of the brand went from 30% to 58% (+93%)
- Aided Recall became near universal, from 59% to 91% (+54%)
- Brand Favorability went from 34% to 43% (+27%)
- Purchase Intent went from 23% to 31% (+35%)
- Stated Relevancy went from 15% to 22% (+46%)
The measured performance of choice-based ad formats like Hulu Ad Swap illustrates why offering interactivity can be a powerful mechanism to improve the effectiveness of advertising. Interactive formats can significantly exceed the effectiveness and efficiency of traditional video ad formats for the following reasons:
- Self-addressability—the consumer can choose the most relevant ad to them at that moment.
- Increased attentiveness—when a choice is made, a viewer is invested in seeing the outcome.
- Cognitive dissonance—consumers like to feel justified about the choices they make.
Going forward, we are not expecting all Hulu users to swap ads every time they are offered the option to swap. The power behind Hulu Ad Swap is that a user has maximum control over their ad experience, and can swap their ad if they choose to do so. In fact, we expect response rates of around three percent. But for those who do choose to interact with this feature, we’ll have learned a little more about their preferences. We can turn that learning into a better ad experience for our users, a better ad platform for our advertisers, and an improved monetization vehicle for our content partners.
We are continuing to research Hulu Ad Swap, and as we work to improve this ad innovation over time, our goal is to deliver both a more frictionless consumer advertising experience and even better results for our advertising customers.
With regards to the research we conducted on Hulu Ad Swap, there’s a more comprehensive research FAQ you can read here: Hulu Ad Swap Research Results.
About the Author
Director of Research & Sales Strategy, Hulu
Bryon Schafer is a member of the IAB Digital Video Committee and serves as Hulu’s director of research and sales strategy, where he is responsible for all research efforts across Hulu’s business units. This encompasses audience measurement, advertising and marketing research, as well as global market research in support of product development. In addition, Bryon leads the company’s advertising sales strategy, where he is tasked with “making it easy” for advertisers to buy Hulu. Prior to joining Hulu in 2008, Bryon held marketing and media research roles at Warner Bros. Home Entertainment Group and ABC Television Network. Bryon holds a BA in Anthropology from Wesleyan University in Middletown, CT, and he began his career in the media planning department of Ogilvy & Mather in New York City.