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Nearing the tipping point

Wednesday, September 23rd, 2009

In this blog post, Jason Glickman, CEO of Tremor Media tells us how we are nearing the tipping point with online video advertising. The point where Online Video is becoming a major part of the media mix.

Yes, online video has garnered enormous buzz – and venture investment dollars – but the medium has yet to secure much more than a sliver of the $65 – $70 billion advertisers spend annually on television spots.

Until now.

Now I would not be so bold as to call “time of death” on the television model. In fact, with all due respect to Julia Louis-Dreyfus, I think reports of TV’s death are greatly exaggerated. Viewership is as high as it’s ever been and the medium will (and should) receive the lion’s share of advertising dollars now and in the near to mid-term future.

But I do believe that when we look back years from now, the period starting from the third quarter of 2009 to the first quarter of 2010 will be remembered as the turning point for online video advertising.

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5s PreRoll + Overlay most effective online video ad units

Sunday, August 9th, 2009

Last week, MTV release “Project Inform,” which according to MTV is the first large-scale study to survey real consumers through millions of short-form online video streams. “Project Inform” has some measured both the effectiveness and likeability of different ad formats across a range of audience, content and advertiser categories.

Some of the results include:

- A five-second pre-roll combined with a ten-second lower 1/3 ad unit takes top prize as both the most effective and the most audience-friendly ad product for short-form online video
- The Lower 1/3 Product Suite was the most effective ad product across all advertiser categories. Remarkably, consumers also ranked the Lower 1/3 experience to be the most likeable of the ad experiences.
- The 30-second pre-roll finished second, performing well in overall effectiveness and likeability and demonstrating ongoing consumer acceptance of pre-rolls even for short-form content.
- While the Sideloader Product Suite ranked third for the test in many metrics, it showed promise in certain areas, such as online ad awareness. Consumers specifically liked some the interactivity and movement of the unit.

While everyone is watching short-form online videos, marketers are still unclear on how to place the ads. This study definitely sheds some light!

Tags: ads, online video
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Despite Recession, online video is growing 40% in 2009

Thursday, July 2nd, 2009

In Beet.TV interview, American eMarketer Senior Analysist David Hallerman, believes that online video is becoming a very important medium for advertising. He calls for longer content, thus there could be more ads.

“Overall, online video advertising will grow at a 40% clip this year and for the next few years, outpacing most other ad mediums, Hallerman said to Andy in the interview.

That increase would bring online video ad spending to $1.1 billion this year and $4.1 billion by 2013. Other estimates place total spending at a smaller amount: media agency Magna projects Web video will corral only $699 million this year and won’t reach $1 billion until 2011.

Despite the different projections, researchers agree that Web video will remain a rare bright spot and continue to outpace other mediums. But, the recession is still affecting Internet TV, and its growth this year is well below last year’s more than doubling of dollars, Hallerman pointed out”.

Well… in CityVice we wholly agree, thou the growth will also come from more focused short-form content. Relevancy is the key word.

Tags: Beet.TV, ComScore, growth, markets
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Advertisers are following Online Video space

Tuesday, June 9th, 2009

peace

A Helsinki based media agency Dagmar, wrote about the use and future of online videos and web-tv. According to them, currently videos are the faster growing advertising platform online, with a market of $4,6 billion in US by 2013. European figures are very similar, as Tekes forecast (in finnish) online video to have €6 billion by 2013.

All these forecast and market researches echo what CityVice has been building on. We have some great news to tell you in soonish. We have come up with a great solution for the market, for media, advertisers and media agencies. Here are some points from the studies:

Online videos are perfect way to continue the advertising campaign shown on TV. One point to note however; most of the spots used in traditional TV does not work perfectly online. So for advertisers it is important to tweak the online ad according to needs. CityVice has the best knowledge on this data, so get in touch.

- 20% of 16-25 years do not own a TV.
- 40% of 16-25 years are watching TV & videos mainly online
- Online has much better tracking and reporting tool, therefore more meaninful advertising.
- Brand Lifting value is exceptional in online videos
- Click Through Rates in CityVice network is 4.5% – 5%, Interaction rates massive 40%.
- TNS Gallup has started a video tracking service. We are not familiar with this…yet that is.

So overall online videos are booming, regardless of the recession times. CityVice is there for you, serving the needs of online video.

Tags: Dagmar, forecast, Online, Tekes, video
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Executives plan to spend more on video ads

Tuesday, May 5th, 2009

Brightroll’s Video Advertising Report 2009 on Q1 is released.

Some findings:

* 87% of agency executives plan to spend more of their online advertising budgets on video in 2009
* 71% of survey participants view online video advertising as a complementary medium to television
* A majority of respondents estimates CPM prices to be at their lowest, and 20% thinks the price of pre-roll will drop to half what it is today
* Prices of pre-roll continue to fall (early Q2 data suggests this trend will continue)

Asked what they would want to know if they were to conduct research:

* 39% would explore the impact of online video advertising on offline purchase behavior
* 36% would explore changes in purchase intent / brand lift
* 25% would measure efficacy vs. television advertising

Tags: ads, survey, video
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Video Click Through Rates very high

Monday, May 4th, 2009

According to a study by LiveRail adserver the online video CTR are very much higher than the average banner ads 0.4%:

Here are some statistics for online video:
Standard overlay click-through rates: 0.9%
Animated overlay click-through rates: 4.2%
Overlay initiated video ads to advertiser website: 11.5%

Click-through rates for pre-roll ads : 1.9%

basic banneri CTR: 0.4%

On top of that, online video seems to have more value in the deeper experience through multiple senses of sound and moving images.

Tags: click through rate, CTR, Online Ad, online video
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Online Video Taking Shape

Tuesday, April 7th, 2009

The paradigm shift is beginning to take shape for online video as more people gain access to faster connection speeds. Now in both time spent and number of viewers, online video is growing a rate twice that of television, according to a Neilson study.

The dominant player in this online video market is of course YouTube. In fact, YouTube is now the second largest search engine, even though it’s just for videos. YouTube’s first to market advantage is creating a major market for online video.

According to comScore, 12.6 billion videos were watched in November 2008 across all video sites, a 34% increase annually; while, in January 2009, 14. Billion videos were watched around the web. In relation to this, 75% of Americans are now watching online video.

Now, other sites such as Hulu.com for video clips and syndicated television shows are seeing massive growth. In February 2009, 34.7 million monthly uniques visited Hulu.com, a 42% increase. While the BBC’s iPlayer during February had an annual traffic increase of 152%.

Advertisers are beginning to take notice. Permission TV conducted a study of 400 executives, revealing that their digital marketing budgets are now giving top priority to online video, with 62% wanting video to become nonlinear with increased interactivity. If eMarketer’s forecasting is correct, online video advertising will reach $4.6 billion.

Tags: onlin, video
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Newspapers in Trouble

Monday, January 12th, 2009

According to eMarketer.com print newspapers are loosing their source of income. Ads revenues in the USA diminished by -16,4% in 2008. Main reasons for this is that most of the readers are changing to online subscriptions. Problem is that online newspaper ads cover about 10% of the total income.

On this problem CityVice has an answer. Follow these pages.

Tags: ads, newspaper
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