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TikTok, the short-form video app owned by ByteDance, is testing shoppable video posts, making it possible for influencers on the platform to place social commerce URLs within their posts. The test was shared by Fabien Bern, owner of a Chinese influencer agency, who posted an example of a shoppable video post via his Twitter account. Bern’s example showed an influencer video that included a URL within the video leading to the influencer’s Amazon product page.

TikTok later confirmed to Adweek that it was testing the feature, but did not disclose details on whether or not it would receive a wider roll-out. Marketing Land has reached out to TikTok for comment.

Why we should care

Social commerce is gaining traction as platforms add new capabilities to support direct-to-consumer and big brands’ e-commerce goals. Platforms are racing to give advertisers tools to make the journey from product discovery to purchase as seamless as possible — Instagram’s in-app check-out feature and Pinterest’s move to expand Shoppable Pins to visual searches are among the recent examples.

TikTok entering the social commerce fray demonstrates the platform is experimenting with ways to appeal to the commercial interests of creators and potential advertisers. With more than 500 million global users, brands are eyeing opportunities to reach its Gen Z audience.

More on the news

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“We’ve created a truly unique and effective way for advertisers to reach users where they’re most engaged.”

The post WeQ Launches Influencer Agency that Offers Endorsed Native Ad Campaigns on YouTube, Instagram & TikTok appeared first on – Online Video Marketing Strategies, News, and Tips.

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Canva to launch video editing capabilities in 2020

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The graphic design platform Canva announced it is launching Canva Video, a new video editing solution, next year. The video editing tool reportedly mimics the same ease-of-use as Canva’s photo editing solutions, Business Insider Australia first reported.

“Our mission is to empower everyone to design anything without any complex software or having to go to a different sources for different elements,” said Chief Product Officer Cameron Adams in a statement, “We’re bringing the same experience to our video editing tool.”

Why we should care

If Canva Video is anything like the company’s photo-editing software, marketers will gain a relatively inexpensive and easy-to-use solution for creating professional video marketing assets.

With the launch of its Enterprise plan earlier this year, Canva is building out its platform to be an all-inclusive graphic design solution for smaller marketing teams wanting to keep their creative in-house. (The platform currently has three-tiers: a free platform, Canva Pro for $9.95 a month and the Enterprise level platform that comes with a digital assets management solution.) Marketing Land has asked Canva to confirm if Canva Video will be included in all three plans but has not received a response.

The Canva video platform will come with a content library that includes, “Thousands of free stock videos, hundreds of free music tracks and thousands of free animated stickers,” reports Business Insider.

More on the news

  • Canva is also offering integrations with Dropbox, Google Drive, Instagram and PhotoMosh to pull images directly from those platforms, according to Business Insider’s coverage.
  • In May, Canva acquired the stock content websites Pexel and Pixabays, making each of the platforms’ stock photo libraries available to Canva’s more than 15 million users.
  • Shortly after acquiring Pexel and Pixabays, Canva’s database was hacked, resulting in the company having to urge users to change their passwords.

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The next battle in streaming wars: Addressable TV

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The way we consume media has been changing for decades. Over the last 30 years, we’ve gone from renting VHS tapes at Blockbuster, to watching user-generated videos to our heart’s content on YouTube, to bingeing an entire series in one day on Netflix. With 2020 set to be another crazy year in the streaming market, here we will look at how marketers can achieve success among the evolving landscape, whether promoting a streaming service or taking advantage of associated advertising channels to promote a brand or product.

What’s coming in 2020?

Last year felt like something of a turning point. The growing and powerful trend towards streaming was universally acknowledged and not even the most ardent traditional powerhouses could afford to pretend otherwise. Established cable networks announced their own alternatives to the likes of Netflix. And finally, long after their ownership model through iTunes became obsolete, Apple entered the fray with Apple TV+. In fact, in November 2019 alone, three huge global brands launched their own streaming services: Disney+, Apple TV+ and Britbox from the BBC. 

And there are no signs of a slow down in 2020. HBO Max, Peacock and Quibi are just a fraction of the services due to launch next year making the market more cluttered than ever.

But with such an abundance of choice for users and the shadow of the behemoth that is Netflix looming, how can any new service hope to stand out?

A marketer’s weapons

The launch of all these new brands hasn’t escaped users’ notice, but it’s not necessarily been greeted well. A recent Deloitte study found that 47% of users were frustrated by the growing number of streaming services they need to access their favorite content. This was perfectly demonstrated last year in the UK when Britbox, a joint venture by the BBC and ITV was launched. It garnered a huge amount of negative press and chatter on social media, as users expressed frustration not only at the fact they already pay an annual license fee to the BBC for its content but that many of their best shows would now be removed from Netflix giving the public no choice but to pay twice if they still wanted access.

I predict this subscription fatigue will get much worse in 2020 – you can’t ask people to keep paying more and more for content they used to be able to find in one place and expect them to just cough up. So, a key success factor when promoting a new service is to not market yourselves as another Netflix (we already have one and nobody can hope to compete). Instead, it’s vital to find your niche, what your brand can uniquely bring to the table, and market the hell out of it. Don’t just go after people that already have a streaming subscription, they could be those suffering with fatigue already. Instead look to audiences with whom that unique messaging will resonate most, using market insights tools or any first-party data you have to hand to ensure your decisions are backed up by solid data.

Once you’ve got users, make sure you don’t lose them. The 30-day free trial is synonymous with streaming these days and you’re unlikely to secure significant numbers of new users without one, but don’t let those numbers fall off a cliff 29 days after launch. Ensure you are able to segment your CRM data accurately and to a granular level based on people’s viewing habits. This will allow you to create bespoke ads and offers that resonate with your users and convince them that yours is a service worth sticking with, even as others appear in the market.

How every marketer can take advantage

This proliferation of streaming services is just one symptom of the bigger trend of people spending less time watching traditional TV, and more streaming or watching on-demand. If you’re marketing any product or service, this trend should be welcome news. It’s the evolution of our media consumption that has led to the birth of addressable TV. TV advertising used to be for big budgets and broad audiences – all you could choose was which show to appear during and hope you reached the right viewers as a result. But now advertisers have the ability to access highly relevant, specific audiences with addressable TV in the same way they’ve been able to do with digital for years.

In 2018 Roku launched Audience Marketplace, allowing advertisers to access their users based on intent signals from their viewing habits. Thanks to AT&T’s merger with Time Warner, we now have Community – a curated marketplace of publishers through which advertisers can target niche audiences across multiple viewing platforms. LiveRamp extended its IdentityLink offering to connected TVs. In the UK, Sky recently announced that Channel 4 will join its AdSmart platform allowing addressable advertising during Sky programming. Long story short, everyone is jumping on the bandwagon.

What that means is that the lines between digital and traditional media are becoming ever more blurred. Stop thinking of TV as just a place for your big budget spot, or that it’s out of your budget altogether. Marketers have an opportunity to be early adopters of addressable TV and take advantage of its enormous reach and penetration across all age groups, while still maintaining relevance and impact. 

Final thoughts

If you’re hoping to market a new streaming service, you’ve got a challenging year ahead. The market is too cluttered and users are starting to grow weary. More than ever, you have to using relevant for the audiences and invest heavily in retention strategies to ensure you maintain a loyal user base.

If you’re marketing something else on the other hand, more streaming services means more competition in the market. That means more platforms offering an ad-funded option for you to utilize puts advertisers at the advantage of being able to demand highly effective campaigns. Otherwise, you’ll simply take your money elsewhere.

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Traditional TV ad spending in the U.S. will decline roughly 3% this year and is in the midst of a long-term decline, according to eMarketer. The firm says that “TV ad spending peaked in 2018 at $72.40 billion.” By comparison, digital ad spending (all formats) is now more than 50% of overall ad revenue.

Video on other platforms growing. Digital video formats, by contrast, are seeing increased spending. Connected TV (CTV), for example, is growing, according to eMarketer. Defined to exclude linear TV and video on PCs and mobile devices, eMarketer says that CTV will reach nearly $7 billion this year and $12.5 billion by 2022. By 2023, the firm says “advertisers will devote almost 5% of their paid media budgets to connected TV placements.”

As streaming offerings give consumers more choice and the ability to avoid paying for cable channels they don’t watch, cord-cutting is accelerating. The five largest U.S. pay-TV providers lost more than 4% of their subscribers last year. And for the first time last year, global streaming subscribers surpassed cable subscribers.

Just 73 million pay TV subscribers in 2023. Emarketer reports there are 86.5 million pay TV subscribers in the U.S., declining to 72.7 million by 2023. It further projects there will be 22 million cord-cutting households in the U.S. this year.

Time spent watching TV (though not video) is also going down according to eMarketer. All age segments are now watching less TV but the steepest decline is among those 17 and younger.

Why we should care. TV had resisted disruption longer than any other traditional medium. However, that’s now happening. The good news is that as an awareness and branding medium TV is highly effective. And if audiences and ad spending continues to decline, rates will become cheaper for marketers. Indeed, many direct-to-consumer brands have complained about the cost of digital and are allocating more of their budgets to traditional media — especially TV.

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Black Friday is going to be here in a matter of days, and you just got the go-ahead to use some additional budget to build awareness with YouTube ads. The problem is you don’t have enough time to get new holiday creative in time. Not ideal, but it’s not the end of the world. If you’re stuck with limited creative or you have to use the same videos you ran last year, I’m going to show you a few ways you can squeeze a little bit more juice out the orange before you have to throw it out. Let’s hop in.

Even if your creative is limited, test different targets

I’ve had plenty of e-commerce clients who have seasonal products so one tactic I like trying is utilizing site search. If you have site search set up in your Google Analytics, you will be able to see the search queries users were typing when they were visiting your site. As a marketer, I like to go back and see what was popular during the holiday season the previous year. Like this example:

We see flavors during last year’s holiday season that most likely are not made or not popular at other times of the year. And these season products were the most searched. If these are products this company plans on selling again this year, I will consider creating custom intent audiences based off of these site search queries to try and get in front of users who are looking for these products again in the new season. (Yes, I understand some of the site searches are very broad. So instead of just “peppermint,” I’ll try “peppermint coffee pod” instead).

Remember, for YouTube, custom intent audiences are based upon broad-match related variants of actual search queries people have typed on Since custom intent audiences haven’t yet been merged with custom affinity audiences like we were warned at the last Google Marketing Live, you can try and capitalize on higher keyword intent with your video campaigns one last time.

One other solution is to create custom intent audiences using keywords of the top-selling products from the previous year (again, if they’re applicable for this year too). Head over to your conversions tab and review your e-commerce overview during your main holiday season. Take the product names (sorry had to blur mine out) and create audiences from these products as well as similar products users may want to buy during this time of year.

Refresh your product selections for TrueView for Shopping

It’s the holidays so of course, you want to promote your products. TrueView for Shopping campaigns are a great way for YouTube marketers to promote their products and potentially drive traffic to specific product pages. Last year I wrote an article on how to create evergreen TrueView for Shopping campaigns, and the theory definitely still applies to the holiday season. One of the options we have to select products for our TrueView for Shopping campaigns is custom labels from our Merchant Center feeds.

Just like how we can review previous holiday season data to find new targeting options, we can use that data to update our labels for product selections. Whether you want to use your main feeds or a supplemental feed, keeping your custom labels updated for the holiday season can help you promote the right products at the right time. Even if you don’t have new video creative to use, at least the products that will appear alongside your TrueView in-stream ads will be different and relevant to your holiday goals. 

Test your call-to-action extensions

At this time last year, we were still using call-to-action overlays on our TrueView in-stream ads to drive traffic to the site. Those days are gone, and now we have to use the call-to-action extensions. No matter what creative you have to use this year, keep testing out different call-to-action extensions to try and drive more traffic to your website.

Your video creative could be the same but test different headlines and call-to-action messages for higher CTRs. Remember even if the viewer skips your ad and goes on to the video watch page they originally intended on visiting, your call-to-action extensions will still be visible on the page. Make your holiday messages, offers, sales, etc. appealing enough to gain more clicks from your YouTube videos even if your creative is the same.

Final point

I will always recommend trying to get new creative that speaks as specifically as possible to your target audience, the products you are promoting and the deals you are offering during the holiday season. The more you cater your creative to match the feel of the season, the better chance you have of getting higher engagement rates in a competitive advertising season. But if you don’t new creative to use, try these tips I mentioned to maximize your performance with the limited creative you may have.

The post Getting the most out of limited YouTube creative during the holiday season appeared first on Marketing Land.

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Tell your brand’s story through video ad sequencing

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Creating a progression of short videos with a carefully targeted campaign on YouTube can set up your brand’s success on the platform.

Every brand has a story to tell. But with the average attention span of adults being eight seconds (according to a study by Microsoft), how do you capture that user in the right moment with the right message?

Effective content marketing has become crucial because of this staggering statistic. As digital advances, content marketing tactics now encapsulate display and video strategies in order to keep a user engaged.

What is YouTube ad sequencing?

YouTube ad sequencing campaigns made its debut in the second half of 2018. However, I am convinced that not enough brands are taking advantage of this tactic.

Video ad sequencing is being able to show users a series of videos in a specific order that you define. The best uses for this type of campaign include:

  • Building interest
  • Reinforce messaging
  • Create a unifying theme for your brand

What goes into a video sequencing campaign?

There are many settings to take into consideration while setting up your campaign for success. The first and most crucial piece is to select the right target audience to view in your first video in the sequence. If you’re not targeting your ideal audience, you will be wasting valuable marketing dollars on users that don’t fit into your key demographics. You’re able to use audiences and demographics within Google Ads, but not keywords, placements or topic targeting. Some of the audience options you can choose from include:

  • In-Market
  • Detailed Demographics
  • Life Events
  • Similar Audiences
  • Custom Intent

The next pieces you’ll need to set up include:

  • Bid Strategy
  • Logical sequencing

There are only two bid strategies allowed in YouTube ad sequencing: Target CPM and Maximum CPV. The bidding strategy you choose will be dependent on the type of ad format chosen for your campaigns.

Lastly – make sure to pick logical sequencing for your videos. Meaning, if your goal is to tell your brand’s story through a defined sequence of videos, make sure placing those videos in an order that would make sense for the user. Pro tip – I tend to start with a longer video on the first step and narrow users out based on “views” of the first video. From there, I tend to see more engagement throughout the rest of the video sequence.

Want to learn more? Please join me at my SMX East session about YouTube Ad Sequence campaigns where I’ll cover the topic more in-depth on Nov. 13.

The post Tell your brand’s story through video ad sequencing appeared first on Marketing Land.

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YouTube to end support for third-party pixels early 2020

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Google launched Ads Data Hub in 2017 to support cross-device campaign measurement across its systems without the use of pixels — YouTube, Google Ads and Display & Video 360.

It has been working with third-party measurement companies to migrate their services into Ads Data Hub. YouTube said Wednesday it expects those migrations to be completed early next year. At that time, it will no longer allow advertisers to use third-party pixels on YouTube.

Ads Data Hub pulls in YouTube campaign data from Google Ads, Display & Video 360 and YouTube and matches it with customer data from CRM, DMP or other sources pulled into Google’s BigQuery data warehouse. It then analyzes and processes that data and feeds insights back to the customer.

Why we should care

Advertisers can continue to work with the third-party measurement companies currently integrating their systems with Ads Data Hub: Nielsen, comScore, DoubleVerify, Dynata, Kantar and Integral Ad Science. Google says this offers independent verification, yet those vendors are still reliant on Google-supplied data for measurement. This has been a frustration for advertisers who have been pushing Google (and Facebook) to support truly independent tracking for measurement and verification.

Pixels, used to set cookies in browsers, have been used for years to track and measure digital advertising performance. However, cookies aren’t effective at measuring performance when users bounce around their various devices, and they don’t work in mobile apps. YouTube says these limitations and lack of privacy controls in many pixels are why it’s moving to its own system.

The launch of Ads Data Hub also raised concerns that it gives Google even more leverage in the ecosystem as advertisers feel pressure to house and analyze their data in the system.

More on the news

  • YouTube says it has invested in infrastructure improvements to Ads Data Hub to make it “faster, easier to use and more reliable.”
  • At the time Google teased the launch of Ads Data Hub it announced it was connecting Search and YouTube data for targeting and measurement.
  • In April 2018, ahead of GDPR, YouTube stopped supporting third-party ad serving, cutting off access to independent firms like AppNexus.
  • In May 2018, Google stopped allowing advertisers and agencies who use its data transfer service to use DoubleClick IDs to measure cross-platform performance, citing privacy concerns.

The post YouTube to end support for third-party pixels early 2020 appeared first on Marketing Land.

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Wistia, the video marketing solution that allows brands to build their own video hubs, has rolled out a free version of its Channels product. It has also added new features, including a Subscriber tool that lets brands capture emails and the ability to create Facebook Custom Audience lists from viewer data.

Free Wistia Channels. SMBs with limited resources can create a free Wistia Channel to post videos on their sites without having to use a platform like YouTube to share or distribute video content. Wistia Channels allow brands to produce and showcase a collection of videos similar to a streaming service, with customizable features and ownership of all the viewer data. With the free version, businesses get access to one Wistia Channel that they can share via a public link.

Wistia’s free plan also includes access to an A/B testing feature to compare the performance of two videos at a time.

Wistia adds “Subscribe” button. Users will now have access to a “Subscribe for updates” button that can be added to their Channel interface. You can customize the Subscriber form to ask for first and last name and email or just email.

Once you start collecting viewer email addresses, you can schedule email notifications to send when a new video is added to your Channel.

Wistia email notifications

The “Subscribe” button is available on all three of Wistia’s plans — Free, Pro and Advanced — to users who have a minimum of 250 Channel subscribers. The automatic email notifications are only available to the Pro and Advanced plan users.

Facebook Custom Audience integration. The integration allows users to automatically create Custom Audience targeting lists in Facebook Ads Manager. This feature is only available on Wistia’s Advanced Plan. Custom Audience lists can be created with user data from individual videos or Channels.

Why we should care. The IAB reported that digital ad spend on video is expected to climb from $14.2 million last year to $18 million this year, with more than half of it going to video ads featuring original content. But video marketing is not a cheap endeavor, the free Channels plan could help SMBs with the video budgets compete and grow their video marketing efforts.

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YouTube masthead ads hit TV app

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YouTube Masthead ads for TV screens.

YouTube is rolling out masthead ads for TV screens, offering brands prominent placement within its TV app. Same as YouTube’s desktop and mobile feed masthead ads, the masthead ads for TV screens can be purchased on a cost-per-impression (CPM) basis and will be available via reserved placements.

The masthead ads will autoplay a few seconds after being served up, and brands will be able to target the ads to customized audiences.

Why we should care

As more and more consumers cut the cord to watch programming via streaming services like YouTube TV, brands must find new opportunities to get in front of consumers via their TV. YouTube’s Masthead ads give advertisers optimal placement on a TV screen, putting the brand front and center whenever a user launches the app.

“According to a recent experiment we conducted with Media Science, YouTube ads on TV screens drive a 10% greater lift in recall than ads on linear TV,” writes YouTube. The company reports TV screens are its fastest-growing device, with daily watch time topping 250 million hours per day.

More on the news

  • YouTube has rolled out the Masthead ads for TV as a beta, available globally. The company instructs advertisers wanting to purchase the new ad unit to contact their Google sales representative.
  • The ads can be purchased as part of a cross-screen or single-screen masthead buy.
  • YouTube began letting advertiser buy masthead ads on a CPM basis in February. Prior to that, they were only available on cost-per-day terms.

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