video platform

drag2share: Brand Advertisers Still Dominate On YouTube, But Direct Response Ads Are Up

source: http://feedproxy.google.com/~r/businessinsider/~3/k2OkJfaGzvo/youtube-isnt-just-for-branding-anymore-direct-response-ads-are-up-2013-9

As YouTube’s advertiser base diversifies, so too are the objectives brands have for homepage ads placed on the popular video platform. 

Branding has dominated past advertising efforts on YouTube. It’s not very surprising when you consider the fact that media companies — such as movie studios and music labels — have long formed the bulk of YouTube’s advertiser base.  

However, YouTube’s ad clients are diversifying to include more consumer-packaged goods, direct-to-consumer, and financial services brands, which means YouTube has had to accommodate a broader spectrum of ad objectives. 

Download the chart and data in Excel

BII ad objectives youtube

Ads with a branding objective — such as promoting an upcoming TV show — declined from a 91% share of ad objectives on YouTube in the second quarter of 2012 to 71% in the second quarter of 2013, according to Macquarie, an investment bank. 

bii tv branding ad

Direct response ads — which are intended to drive sales or traffic to a brand’s website — accounted for just 6% of ad objectives last qu! arter, b ut some variable combination of direct response and branding accounted for 23% of objectives among YouTube advertisers. 

What does a blended direct response and branding campaign look like? We see Old Spice’s successful “Smell Like A Man, Man” campaign as a prime example. The campaign relied on YouTube’s oversized masthead ad unit to push users to a promotional video, and to garner more followers on Twitter. Old Spice sales reportedly increased 107% during the month the campaign ran, according to Nielsen. 


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , , , , , , , , , , ,

Friday, September 20th, 2013 news No Comments

Personal Care Brands Slow to Take Advantage of Digital Opportunities

source: http://www.emarketer.com/Article/Personal-Care-Brands-Slow-Take-Advantage-of-Digital-Opportunities/1010199

Many do not require personal info to access digital coupons

Among consumer packaged goods (CPG) categories, personal care brands have been among the slowest to capitalize on the advantages offered by digital media. Further, a lackadaisical attitude among brands towards digital upkeep may have a damaging effect. A July 2013 study from L2 Think Tank found that a significant minority of US personal care brands failed to maintain their website—more than one-third had faulty content links, while almost one-fifth had broken ecommerce links.

The number of sites that offered coupons online was also relatively small. Only 33% of sites offered printable coupons, while 24% sent customers to a parent site for such discounts. And only one in five studied sites asked customers to share an email address before releasing a coupon.

While 85% of personal care brands had a presence on Facebook, attention to other social networks was not evident. Almost six in 10 were on Twitter, while just under half had an active YouTube channel. However, researchers found that personal care brands had largely limited their use of the video platform to archiving existing videos such as television commercials.

Tags: , , , , , , , , , , , , , ,

Wednesday, September 11th, 2013 news No Comments

Just How Popular Is YouTube? – eMarketer

source: http://www.emarketer.com/Article/Just-How-Popular-YouTube/1009787

Facebook is the No. 2 online video property, but doesn’t hold a candle to YouTube’s dominance

When most users think of digital video, they most commonly think of YouTube. And it’s no coincidence, given the dominance of the video platform, that visits to YouTube trump those of any other video platform.

A study by AYTM Market Research examines just how popular YouTube is as a platform—and to what degree users consume YouTube content. The study showed that the vast majority of US internet users (about 60%) visited YouTube at least once a week in March 2013. Out of that percentage, 22% visited YouTube every day, and nearly 30% visited YouTube a few times per week.

Perhaps most striking are the low percentages of internet users who rarely or never visit YouTube. Only 14% of internet users surveyed reported “rarely” visiting the platform, and only 9% never did so.

To put YouTube’s popularity into perspective, AYTM also looked at the frequency of internet users watching videos on sites other than YouTube. Thirty-seven percent said they rarely watched on a site other than YouTube—11% said they never did.

Although 16% watched on sites other than YouTube a few times per month, and 27% watched more than a few times per week, the amount of video consumed is likely dramatically lower than on Google properties. According to comScore data from December 2012, Google sites made up the vast majority of online vid! eo viewership in the US in terms of unique viewers, videos viewed and time spent per viewer. The No. 2 video property, Facebook, was dramatically lower in terms of unique viewers, videos and average time spent per viewer.

Tags: , , , , , , , , , , , , ,

Thursday, August 22nd, 2013 news No Comments

For Driving Engagement, B2B Marketers Put a Premium on Content – eMarketer

source: http://www.emarketer.com/Article/Driving-Engagement-B2B-Marketers-Put-Premium-on-Content/1009790

Segmented, personalized content and more of it are top content marketing strategies

Since the days of company newsletters sent via snail mail, business-to-business (B2B) marketers have used content marketing as a lead generation and customer relationship technique.

Digital makes content marketing easier—but not easy, according to a new eMarketer report, “B2B Content Marketing: Best Practices for 2013.” eMarketer defines content marketing as using content that is not, at its core, promotional material, but which is interesting or valuable for its own sake. B2B marketers should add one qualifying sentence: It is content geared to help businesspeople do their jobs better.

An August 2012 Content Marketing Institute (CMI) and MarketingProfs survey, sponsored by online video platform Brightcove, found that more than nine out of 10 B2B marketers in North America used content marketing. CMI is a consultancy that walks marketers through the process of content marketing.

And surveys of B2B marketers suggest content marketing is only getting more investment. For example, the CMI and MarketingProfs study also found that the majority of respondents had planned to increase content marketing spending for the last two years. Fifty-four percent of B2B marketers in North America said they planned to increase spending in 2012, with 60% reporting! the same in 2011.

Tags: , , , , , , , , , , , , , , , ,

Thursday, August 22nd, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

Augustine Fou portrait
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing