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Friday
Apr262013

The Impact of Timing for Viral Videos

Friday, April 26, 2013 at 4:59PM

Source: eDentalImage

Viral videos are the holy grail of advertising and marketing.

But with the number of videos cluttering the market — over 70 hours of video are uploaded to YouTube every minute — it's hard to make yours stand out, much less spread like wild fire.

Case in point: when Ad Age launched their Viral Video Chart four years ago, the average view count needed to make it on the list was 220,000 views.

Today, it takes 1.5 million views to be considered a viral video. That threshold even accounts for the viewership of clips related to the campaign across the web and on various sites, so it's counting views beyond just YouTube. Even then, that's a 600% increase in the threshold, and perhaps difficulty, in what it takes to go viral.

Click to read more ...

Winnie Kao | Post a Comment |
Wednesday
Apr242013

How Hilton Used Content Marketing to Grow Facebook Fans by 200%

Wednesday, April 24, 2013 at 12:06PM

Source: Hilton Hotels & Resorts

Hilton's Facebook strategy used to be basic: include photos of properties and beaches once in a while.

But in January of this year, the brand decided to leverage content to generate more engagements with existing and potential fans. This resulted in doubling the number of fans to reach 1 million in only four months.

How did the company do this? By creating a robust content calendar which includes a diverse mix of relevant, entertaining, and informative messaging. The types of content that Hilton used can inspire brands from a wide range of industries.

Here are examples of content ideas and different types of posts:

Click to read more ...

Winnie Kao | Post a Comment | 2 References |
Tuesday
Apr232013

LUMAscape & IAB Digital Advertising Arena - Comparison

Tuesday, April 23, 2013 at 6:16AM

The Display LUMAscape & IAB Digital Advertising ArenaFor years, LUMA Partners' CEO Terence Kawaja provided the only reliable map to navigate the intricate value chain of the display digital advertising business. The Display LUMAscape provides an easy-to-read, if a little cluttered, expose of the ad technology ecosystem, with the buy side on the left and the sell side on the right. Prominent players in the ad tech marketplace are clustered together, with notations for companies that have been either acquired or closed.

The IAB has recently unveiled a chart which looks at the same arrangement from a different point of view. Instead of focusing on specific companies and platforms (in fact, it does not list them at all), the Digital Advertising Arena instead concentrates on the relationship between the layers of suppliers and consumers of data, services, and platforms, much like the layers of an onion. At the center is the brand, with each type of value contribution represented as a colored layer.

Considering the differences in both the format and content of each graphic, it's best to consider these two charts as complements to each other rather than rivals. Let's have a more detailed look at both.

Click to read more ...

Jason Menayan | Post a Comment |
Monday
Apr222013

3 Reasons to Publish to Your Paid Media

Monday, April 22, 2013 at 11:32AM

You can update your company’s blog or Facebook page with a few clicks. It happens all the time.

You can also update your company's ads almost as easily. That's because ads aren't files anymore; they're tags — dynamic creative containers. Yet publishing new ad content happens a lot less often. Why is that?

Although ad platforms have given advertisers direct access to be able to modify ads at any time without ever being locked-in to a specific creative, few companies make use of this amazing opportunity. We're still stuck thinking of ad tags like the static files which they replaced.

The future of online advertising is not static though. It's quite the opposite. Think for a minute — when was the last time you looked at something old online?

Below are the three ways brands can improve ad performance by publishing to paid media. Each strategy builds upon the one before, so I've listed them from least to most complex.

So, why are companies embracing paid media publishing?

Click to read more ...

Rob Lennon | Post a Comment |
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Friday
Apr192013

Embedding YouTube Videos in Display (Banner) and Mobile Ads

Friday, April 19, 2013 at 6:12AM

See the live video ad below.Videos are among the most engaging forms of dynamic content on the Web. If a picture is worth a thousand words, a good video is probably worth a million (maybe even more). The last decade has seen embeddable video, primarily hosted on YouTube, proliferate across all sorts of online media, including ads. Online ads incorporating video ("in-banner") continues to grow, apparently with good reason. A study by Dynamic Logic suggests that online video ads are considerably more influential in driving purchase intent than other rich media ads, particularly if they were designed specifically for online media. Even repurposed TV ads aided brand awareness among viewers.

And while it's become increasingly easy to include video content in ads, the capacity for autoplay video to annoy users has also forced advertisers to think carefully about how to surface it delicately. In particular, audio that isn't user-initiated is a big no-no; in fact, it's prohibited under the IAB Display Advertising guidelines. But there are a few ways to encourage audio initiation and interaction that strengthens the quality of engagement.

Click to read more ...

Jason Menayan | Post a Comment |
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