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Vimeo has moved its Vimeo Create marketing platform out of beta to offer SMB marketers a full suite of video marketing tools. The platform includes video creation tools, “smart” editing features, unlimited stock video and photo content and the ability to automatically tailor videos for individual social platforms (“creating videos in every format and ratio”).

Why we care

Video is a key ingredient for any complete social marketing strategy, but many SMB marketers do not have the resources to produce effective video ads. Vimeo recently surveyed 1,000 SMB marketers and found that only 22% believed they were using enough video in their marketing efforts, citing time, cost and complexity as the biggest obstacle to creating a video strategy.

Vimeo Create is designed to give SMB marketers affordable access to a video marketing platform. The company is offering a free trial of Vimeo Create, but marketers will need the Vimeo Pro subscription, which costs $20 per month in order to save and share the videos they create.

More on the news

  • Vimeo Create was released in beta in January.
  • Vimeo says it plans to add more templates, creative elements, advanced editing controls and integrations with platforms such as Dropbox, Google and Facebook to Vimeo Create in the coming months.
  • The platform is available via the web, iOS and Android mobile apps.

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Soapbox: The challenges of CTV ad targeting

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Ad targeting works best when a marketer’s message is delivered to the right person at the right time on the right screen. With CTV, determining those factors can be surprisingly difficult. Media buyers may not know which home they’re reaching, let alone who is watching at any given moment.

That’s in part because consumers receive CTV programming over internet-connected devices with IP addresses. Most household IP addresses are assigned dynamically, meaning they change regularly, at least every several months and as often as every few days. In fact, about 1.5% of homes’ IP addresses change on any given day. That daily rate of change means that in a month, as many as 45% of homes may have seen their IP addresses fluctuate. Addressing this challenge is technically difficult and as a result, many advertising providers are likely to have it wrong in a large number of cases.

A further targeting challenge is that even when an ad does reach the intended home, it may not be clear who is watching. The ad message is wasted when it’s sent to a home screen being watched only by someone who did not search for the product and, even more importantly, has no influence over the purchase of that product or service.

Marketers are clearly frustrated by the state of affairs. They tell the IAB they value connected TV for its ability to deliver their messages to “hard to reach audiences” including the rising numbers of cord-cutters. But, they say, one of the biggest drawbacks that deter them from using CTV platforms for their advertising is the lack of adequate metrics and measurement and that they can’t reliably assemble needed levels of scale. To hone in on the right viewers at the scale they need for CTV platforms, the current state of affairs seems to involve at least some guesswork.

One strategy marketers can use is to weigh ad spend toward products they believe will do better when delivered to home screens. Higher cost items that involve more than one household member’s input in the buying process — family vehicles and vacations, for example — should take precedence over lower-cost items that typically involve only one family member. Still, that is only a partial way of getting to where they want in reaching the right audiences at the right time in the home.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

The post Soapbox: The challenges of CTV ad targeting appeared first on Marketing Land.

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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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Trends in storytelling generally stem from media and entertainment. Once these early adopters demonstrate success, edgy B2C brands borrow with pride. Then, B2B players catch on and test the tactic for themselves.

And so it goes with episodic storytelling. Streaming services and premium television publishers are purposefully presenting stories as episodes to keep audiences coming back for more. It works for Disney+. It works for B2C brands. And, as more marketers are beginning to realize, it works for B2B brands.

Episodic content is a familiar tactic among audiences and drives tremendous engagement. You need to:

  • Deliver high value in a shorter than usual timespan. You want your audience to think, “That was interesting, and it didn’t take too long,” and they’ll be willing to come back for more.
  • Provide a clear call-to-action at the end of the series. If you have asked someone for this much of their time, and they have cared enough to give it, be clear on what should happen next.
  • Think about why you love your favorite series. You can’t get enough of “The Mandalorian” because you are invested in the characters. A nonfiction narrative usually works better than a made-up story for B2B brands, but you can still use storytelling best practices. Establish strong character bonds so people are invested, and end episodes with unanswered questions – cliffhangers – but don’t forget to resolve them quickly.

Episodic storytelling could mean the continuation of the same plotline, or serial storytelling like “Black Mirror,” in which each episode introduces new characters. Either way, quality, character-driven storytelling will reap the best results. Tips for success include:

  • Let go of fear! Trust that your plot and your characters will deliver real value.
  • Learn from B2B brands that are doing this right. MailChimp’s animated series, “Outer Monologue,” Intel’s drone and AI series, “Preserving a Legacy” and Zarius’ “Marketing Unboxed” are good examples.
  • Think beyond video. Episodic storytelling works in virtually all mediums, including blog posts and podcasts. In fact, B2B podcasting will explode in 2020.

All brands will need to morph into media companies if they want to survive. B2B marketers may be hesitant to try episodic storytelling, but I have seen content fail because the story was delivered all at once when it would have been better told in installments. Audiences like episodic storytelling and it is time for B2B marketers to master it.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

The post Soapbox: Here’s why B2B should get better at episodic storytelling appeared first on Marketing Land.

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Brightcove launches all-in-one video campaign app

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Brightcove, a cloud solution for managing and monetizing video content, has released Brightcove Campaign, a video campaign app that lets marketers create, manage and analyze their video demand generation campaigns all in one tool. The new solution comes with analytics and benchmarks so that marketers can compare their campaigns to industry standards. It also provides optimization tips, click-to-publish capabilities across multiple channels and integrations with marketing automation platforms Eloqua, Marketo, HubSpot and Salesforce.

Why we care

With video playing a larger role in demand generation campaigns, the ability to create, analyze and optimize those efforts across channels from a single tool can help simplify marketers’ management efforts. The tools was developed with input and feedback from customers. “Throughout the development process phase of Brightcove Campaign, we worked with many demand generation marketers to ensure it fits seamlessly into their workflows,” said Brightcove CTO Charles Chu.

“The ability to tag my video assets and see how they stack up against similar videos in the industry takes the guesswork out of how my campaign is performing,” said Demandbase’s Senior Director of Digital Marketing Mimi Rosenheim, who was among the marketers that provided input during development.

More on the news

  • Brightcove Campaign also has a Google Chrome extension to see analytics as well as customized thumbnail codes for email distribution.
  • The app can integrate with Google Analytics and Adobe Analytics.
  • Founded in 2004, Brightcove acquired Ooyala’s online video platform in February 2019 for $15 million — a move aimed at accelerating its video innovation efforts.

The post Brightcove launches all-in-one video campaign app appeared first on Marketing Land.

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Google parent Alphabet finally broke out YouTube ad revenues, for the first time, in Q4 and 2019 full year earnings. Total Alphabet 2019 revenues reached nearly $162 billion. Google advertising revenues accounted for $134.8 billion, with YouTube contributing $15 billion for the year.

While earnings beat analyst expectations, fourth quarter revenues were lower than expected: $46.07 billion vs. $46.94 billion expected. In addition to YouTube, Alphabet announced that its Cloud business has a $10 billion run rate. As individual businesses, these revenues would be significant.

YouTube exceeds Amazon’s full-year ad revenues. Google, Facebook and Amazon are the top three digital ad platforms. However, Google’s $134.8 billion in 2019 ad revenue is nearly 2X Facebook’s ad revenue of $69.7 billion. And Amazon’s 2019 ad revenue of $14.1 billion is less than YouTube’s $15 billion.

Source: Company earnings reports

For some additional context, YouTube is larger than all of the following traditional media channels in the U.S.: consumer magazines, newspapers, out-of-home, trade magazines, yellow pages and others. Only digital as a whole, traditional TV and radio (just barely) are larger. YouTube brought in $4.7 billion in Q4 alone.

Why we care. We always knew what a massive revenue driver YouTube was and is. Now Google has officially confirmed it. It may not be coincidence that earlier today Google also announced a new policy for dealing with disaffirmation on its ad platforms, including YouTube. The company said it had “developed policies that prohibit deceptive practices and abuse such as voter suppression and misrepresentation in our products, including Google Ads, YouTube or Google Play.” Undoubtedly, Google wanted to avoid being accused of profiting off deceptive ads or disinformation, as Facebook has been accused of doing.

YouTube claims 1.5 billion monthly active users and a growing roster of ad units, including Shopping ads. YouTube also offers streaming music and TV subscription services.

The post YouTube kicked in $15 billion as Google ad revenues topped $134 billion in 2019 appeared first on Marketing Land.

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Google Chrome’s ad blocking efforts will soon extend to “intrusive” video ads in short-form videos. The browser will adopt the latest standards for video ads from the Coalition for Better Ads, announced Wednesday. The changes will apply to certain pre-roll, mid-roll and non-linear display ads — and may affect advertising formats on Google’s own YouTube.

Three types of video ads targeted. The Coalition for Better Ads has identified three ad experiences for short-form video content — qualified as being under 8-minutes — that are now included in the Better Ads Standards:

  • Mid-roll ads of any duration.
  • Pre-roll ads or ads longer than 31 seconds that cannot be skipped in the first 5 seconds.
  • Text or display ads that appear in the middle third of a playing video or are larger than 20% of the video content.

Timing in Chrome. Chrome will stop showing ads on sites that “repeatedly show these disruptive ads” starting August 5, 2020. The update will affect sites globally.

YouTube impact? YouTube could be affected by the use of mid-roll ads in shorter videos. The pre-roll standard looks tailored to YouTube’s TrueView ads which allow users to skip after the first five seconds. Bumper ads, which are unskippable but only 6-seconds long, won’t be affected either. We may see some changes to the appearance of display banners on YouTube videos.

“It’s important to note that, like other websites with video content, will be reviewed for compliance with the Standards,” the company said in its announcement Wednesday. “Similar to the previous Better Ads Standards, we’ll update our product plans across our ad platforms, including YouTube, as a result of this standard, and leverage the research as a tool to help guide product development in the future.”

Why we care. This is an extension of Chrome’s ad blocking — or filtering — that began in 2018 with desktop and mobile display ads. That first iteration of Better Ad Standards included auto-play video ads with sound enabled on desktop. The initiative, founded by Google, Facebook and the IAB, is aimed at curbing the acceleration of ad blocking, and it may be helping. Ad blocker rates in North America and Europe have “declined modestly from their peak in mid-2017” and that install rates for ad blocker plug-ins in Chrome have “declined more significantly since the fall of 2016,” the Coalition said.

Publishers and video platforms have four months to adapt to the standards or risk having all of their ads filtered out on Chrome. Advertisers should evaluate their media buys to estimate how the changes might affect their campaigns after August.

The post Chrome’s coming changes to video ad blocking could impact YouTube appeared first on Marketing Land.

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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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The dust has settled on another holiday shopping season, and now it’s time to evaluate and analyze what went right for advertisers. As usual, brands and agencies turned to the tried and true ad channels — paid search, display, social, native, the list goes on — to (hopefully) drive as many shoppers to convert as possible. This year, however, there was a new entry to the list — Connected TV (CTV). Or as we’ve come to call it based on its ad performance, Performance TV.

SteelHouse has been launching and optimizing campaigns across CTV for years now, and during that time we’ve learned quite a bit about what the fastest-growing ad segment is capable of. While the market tends to see CTV as an extension of traditional television and treats it as such (AKA a great tool for brand marketing), we’ve discovered that CTV is at its best when it’s being used as a direct response marketing channel.

Hundreds of advertisers leveraged SteelHouse Performance TV this past holiday shopping season to drive streaming TV viewers to their websites to convert, and we analyzed those campaigns along with much more in our Post-Holiday Report. It breaks down overall e-commerce trends, as well as CTV’s impact on advertisers’ performance this past holiday season. We recommend checking out the full report, but if you’re in a hurry, check out some of the key takeaways below.

Key takeaway #1: Connected TV drives ROAS & visit rate

When you’re talking about performance marketing, ROAS is a key piece of the conversation. Based on the analysis of SteelHouse Performance TV campaigns launched across Connected TV, we found they drove an average 3.27X ROAS for Q4.

Advertisers were able to serve high-quality video ad creative to engaged viewers, and it resulted in those same viewers converting. We also noted a healthy amount of viewers engage with display ads through Performance TV’s Audience Extension, which serves related ads to the same viewers across display and mobile. This helps tap into CTV ads’ natural brand-recall strengths, ensuring that when shoppers encounter similar ads from the advertiser, they are more likely to engage with them.

We also found CTV ads were effective at influencing viewers to visit websites. As the holidays progressed, so, too, did the number of visits driven to advertiser sites. Site visits generated by Performance TV increased 47% from October to December, mirroring the urgency felt by shoppers as the holidays got closer. This resulted in an overall Q4 average site visit rate of 0.65% — a rate that is competitive with other performance marketing channels. 

Key takeaway #2: Connected TV drives efficient performance

Advertisers were able to drive strong direct response with their CTV ads this past holiday season — which is great — and they were able to do it efficiently (that’s even better). 

The holidays are all about efficient ad spend, and CTV delivered. Based on our analysis, CTV campaigns drove an average $5.22 Cost Per Visit (CPV) over the length of Q4. This metric was comparable to those seen by YouTube and non-brand paid search CPCs. 

Site visits ramped up as
the holidays approached, which in turn led to lower CPV and more efficient ad
spending. December CPV saw a 20% drop when compared to October, and a 3% drop
versus November; once the holiday shopping frenzy set in the CPV held steady.

And not only does it drive site visits efficiently, it does the same with messaging. Thanks to an average 96% ad completion rate, CTV ads recorded an average Cost per Completed View of $0.04 throughout all of Q4. Interestingly enough, it was a flat average of $0.04 throughout the quarter — a testament to its reliability and consistency. 

Key takeaway #3: Connected TV enhances retargeting, conversions

Connected TV appears to
have an uplifting halo effect. Since CTV ads are served on TV screens, and thus
carry the brand-recall impact traditional television ads carry, the ad
experience helps keep a brand fresh in shoppers’ minds, and thus leads to
better performance across the board. Notable jumps were seen by advertisers on
site-wide metrics, as well as increases in display retargeting metrics
immediately after launching their campaigns. 

We saw this time and again for multiple brands across multiple verticals. For example, a leader in worldwide travel booking launched their CTV campaign in early November and saw upticks in both sitewide conversions and retargeting performance. 

Increases in conversions and conversion rates for travel booking company
Average daily site-wide conversions: +11%
Average display retargeting conversion rate: +30%

Those kinds of stats aren’t just due to holiday shopping excitement, either. We checked campaigns launched earlier in the year, and sure enough, found a similar impact. A leading outdoor shoe and work boot brand launched Performance TV in early October, just before the big holiday push.

Increases in conversions and conversion rates for outdoor
shoe and work boot brand
Average daily site-wide conversions: +38%
Average display retargeting conversion rate: +10%

Similarly, a leading meal delivery service launched their campaign back in August 2019 and saw the same.

Increases in conversions and conversion rates for meal delivery service
Average daily site-wide conversions: +32%
Average display retargeting conversion rate: +22%

Connected TV proves its direct response potential 

The 2019 holiday
shopping season was a great one for both advertisers and Connected TV
advertising. With the metric benchmarks and impact we’ve reviewed above in our
key post-holiday takeaways, it’s clear to see that CTV has a place amongst top
tried-and-true performance marketing channels. SteelHouse has brought direct
response to streaming television, and Performance TV is designed to make the
most of that opportunity. 

If what you’ve read intrigues you in any way, we highly recommend downloading the full Post-Holiday Report. It’s full of additional insights, including trends around Black Friday, Cyber Monday, and Cyber Week. Equipped with that knowledge, you should be able to better navigate the ad challenges that 2020 will bring — as well as integrate streaming TV into your performance marketing mix. 

The post Post-holiday analysis: connected TV becomes performance TV appeared first on Marketing Land.

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The video creation platform InVideo has released a video editing tool that uses artificial intelligence to automate the video creation process. InVideo’s “Intelligent Video Assistant” comes with real-time design suggestions on font choices, animations and color palates, and an auto-correct assistant feature to avoid technical design mistakes.

“Our Grammarly-like editor means no more time wasted over common technical mistakes or frustrating visual design decisions. We’re using AI to automate the entire video-making process,” said InVideo CEO Sanket Shah in a release announcing the tool.

InVideo’s new video-editing tool includes:

  • Video-formatting capabilities for Facebook, Instagram, Twitter, YouTube and WhatsApp.
  • A video and picture library with more than 3,000 designs and premium templates.
  • Subscription pricing range from $10 to $30 a month.

Why we care

High-quality video production comes at a cost, from the resources and talent it takes to produce polished videos to the platforms needed to design and edit video marketing content. Tools like InVideo’s new video editor — that include built-in design features and “drag and drop functionality” — give SMBs and DIY marketers with limited budgets more opportunities to build out their video marketing efforts.

More on the news

  • InVideo says it currently has 100,000 customers across 150 countries, and that its platform is being used to create more than 220,000 videos every month.
  • The company also announced a $2.5 million round of funding from Sequoia Capital India’s Surge.
  • AppSumo, a daily deals site for software and business apps, reported InVideo has become the highest-grossing product sold on its site in the last six months.

The post InVideo’s AI-powered editor automates video creation process appeared first on Marketing Land.

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