Whether a content owner is publishing directly to its audience or syndicating through a video app streaming service, conflicts over rights often become roadblocks to offering audiences the best content experience possible.
Successful native ads will make audiences want to engage because the content relates to their interests, without being misleading or annoying. Achieving this balance is not always easy or successful, but it’s possible to attain when you go into it with an understanding of your goals, clear audience expectations, and a real distribution strategy.
Recently, my company Mixpo surveyed local TV stations across the country to better understand how the TV industry uses online advertising to drive tune-in. We uncovered a few conclusive trends. Stations are following viewer habits and shifting budget online. Today, stations spend about 18% of their tune-in advertising budget online, and 42% of stations plan to increase their online tune-in advertising budget in 2013. In the top 10 DMAs by market size, 57% plan to boost their tune-budget this year.
We also found that stations are increasingly using online video to reach their audiences online. Today between 58%-70% of local TV station’s budgets (depending on market size) are allocated to online video advertising and fully 85% plan to use online video ads to support their tune-in efforts in 2013.
Local TV stations understand that “today’s audiences are not only online, but are increasingly spending a large portion of their online time watching video. TV broadcasters are uniquely positioned to take advantage of this shift and reach viewers with online video advertising. TV marketers already have engaging video content, daily topicals, social media strategies, promotions, co-op programs, and skilled creative resources at their disposal.” This makes online video a no brainer to extend... Read more
My career as a journalist spanned nearly a decade. When I left to launch online video startup, BizBOXTV, I quickly discovered storytelling was part of my DNA, evident in the process and style of my new media company and how it approached its first productions.
It wasn’t about story-boarding or scripting, it was about asking questions, getting answers, and weaving content together to produce an interesting and useful story. The benefits of combining the approaches of traditional journalism and brand storytelling seemed obvious. It’s something we’ve called “brand journalism” since day one, and it’s picking up speed as the new-media world continues to evolve, along with consumers’ habits.
Businesses are using social media, web video, and digital publishing to speak directly to consumers. It’s a way for brands, big and small, to use the approach of professional journalists to create, curate and share expert content in the form of blogs, articles and video. Brand journalism is obviously not as impartial as journalism, but it’s a way for a brand to engage an audience with relevant and interesting material. The content must be factual, and keep “relevance to... Read more
Tags: bizboxtv, blogging, boeing, brand journalism, calgary, canada, cisco, content creation, content marketing, corporate video, customer engagement, digital media, home depot, journalism, lisa ostrikoff, online video, online video production, PR, public relations, social engagement, Social Media, Storytelling, toronto, usa, video marketing, vlogs
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From annoying pop-up ads to often completely irrelevant video pre-rolls, the clutter is causing consumers’ “BS meters,” as digital rock star Gary Vaynerchuk has called them, to become more sensitive and accurate than ever before.
So while the speed of technology is increasing, it’s interesting to note that one of the hottest trends in online marketing might just be the age-old art of story-telling.
What does this mean? To cut through the clutter, businesses need to stop annoying, and start telling stories.
Story-telling has evolved from ancient rock markings to the current age, where brands are able to effectively tell their stories via Web video, blog posts and social media platforms. Despite technology’s effect on the methods we’re using to tell stories, the basics remain.
If you ask the experts, they’ll tell you the same story they’ve been telling for years.
“Marketing is storytelling,” says author, entrepreneur and expert Seth Godin. Writing on “ How to tell a great story,” Mr. Godin says that “first impressions are far more powerful than we give them credit for,” making it important to ensure your story does what you need it to do the first time... Read more
Tags: bizboxtv, blogging, brand journalism, branded video, lisa ostrikoff, online video, social media marketing, Storytelling, video marketing, vlogs, web video
Posted in Creative Best Practices, Opinions, Social Media, Targeting, Video | 2 Comments »