Mobile video is a quickly growing subset of online advertising, outpacing and outspending rich media currently. To truly enjoy the benefits of video advertising, marketers need to entice audiences to engage with their ads. A recent eMarketer survey shows that user interaction and time spent are two of the most important metrics for marketers. But how can we optimize for those metrics? What are the keys to driving higher levels of interaction? In our experience, there are several powerful tactics that drive greater interaction with mobile video. Here are a few that we’ve seen deliver measurable results:
Relevance – To the time, place, device and intent. Mobile rewrites the book on relevance. There are three types of relevance in mobile: Event-based relevance, personal relevance, and contextual relevance. These, respectively, relate to what’s going on in the world around the user, who and where they are, and what they are doing at the time you message them. All are key to engaging users successfully. As an example, reaching out to a 32 year old hockey fan in New York City at 6:30 PM on a weeknight and offering him half-price wings during the Rangers game at a local sports bar is probably... Read more
Tags: interaction, Mixpo, mobile, relevance, social sharing, survey, Video
Posted in Opinions, Video | No Comments »
When you look at the buffet of content available to us these days – from every conceivable source, on every established and emerging platform – you might think that content remains the manna of digital marketing that it once was.
It’d be an understatement to say that brands have embraced content creation as a marketing strategy. Branded content has become a staple of cross-platform, integrated marketing campaigns everywhere, as a nearly fail-proof way to engage consumers, and turn them into customers. As industry analyst Rebecca Lieb said recently, every single one of the major brands she speaks with is increasing its production of original content.
But am I alone in thinking that maybe it’s enough already? Sooner or later, some savvy startup or sprawling conglomerate has to realize that the long tail is losing its appeal. More isn’t always better, as Sheena Iyengar said in her awesome TED Talk. What we need isn’t customization, but relevance.
So how can we, as marketers, deliver the relevance customers want and need? How can we ensure that our content – whether it’s an article, an ad, or an image – reaches the right consumers in the most relevant and meaningful way?
Behavioral targeting gets part of the... Read more
Tags: advertising, brand, content, context, contextual, digital, Facebook, foursquare, History Channel, Jonathan Gardner, marketing, online, pinterest, Rebecca Lieb, relevance, Sheena Iyengar, solomo, Starwood Hotels, ted, Vibrant Media
Posted in Opinions | 4 Comments »
Holiday madness has made many an excellent marketer lose their head. Listen to some expert advice and best practices to get you through to the new year with maximum brand lift and conversions!
Tags: advertising, axe, Best Buy, Black Friday, christmas, contextual, Cyber Monday, Jonathan Gardner, Lowe's, marketing, relevance, retail, ShopLocal, social toolbar, Twelpforce, Vibrant Media
Posted in Opinions | 5 Comments »
Back in July in this Behavioral Insider article, Laurie Sullivan brought up what has been a vexing roadblock along the path to success in online ad targeting: how to manage the vast amounts of consumer data that can be collected by cookies and ad tags.
While there are many ways to deal with this thorny issue, the fact is it's not really a question of storage and CPUs, but one of analytics. When you think about the issue of data overload, the challenge is identifying and leveraging what is relevant to your campaign from what is dross. But this is a very subjective process: a publisher will have quite different criteria for relevance than an individual marketer
The suggestion of creating standard definitions for relevance is a very publisher-centric view. Standards are great when you're trying to sell impressions, but less so when you're a marketer trying to obtain unique audience segments. A standard criterion for relevance of an automotive segment, for example, might be all adults aged 18-35 who have visited an auto site in the past 30 days, but for an individual auto marketer, it may be that only those who have visited a specific competitor in the last five... Read more
Tags: ad tag, ad tags, agencies, analytics, audience segmentation, behavioral segments, consumer data, cookies, Data, data filtering, data mining, data overload, data storage, demand side networks, demographic, etl, impressions, networks, publisher, relevance, Targeting
Posted in Web Analytics | No Comments »
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