CHICAGO — “Native” advertising gathered a head of steam in 2014 but, with as many definitions as there are people trying the technology, what do some leading ad tech execs think makes the concept tick?
“There are a lot of different definitions of ‘native’ advertising,” according to outstream ads technology vendor Teads’ US GM Jim Daily. “The type of outstream units that you might see in the marketplace can be considered ‘native’ in their application because of the contextual relevancy.”
In a Beet.TV panel, Daily gave an example of a financial services provider which had deployed a two-minute video about home refinancing: “Making sure we’re putting a video in the correct contextual environment adds value to the consumer.”
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“There is always a KPI when we launch a campaign,” Mustari says. “Typically with video it will be completion or click through, and we always will optimize to the KPI, but taking a look at all the metrics is important. As we test outstream,we try to attribute back to the ad format so we can understand the power of one versus another.”
Other goals that are often measured for video campaigns are engagement, shares, completed views and brand lift, according to the other panelists at the session. The key is to always optimize the campaign as data comes in, says Lindsay Lichtenberg, VP and Director of Publishing Platform and Partnerships at Starcom MediaVest,
Mustari, Lichtenberg and the other panelists were interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>A Beet.TV panel discussion heard executives’ answers:
They were interviewed by Elaine Boxer, director of industry initiatives at the IAB, last month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>“We launched native ads first on Fitness and are rolling it out to ten sites in coming months,” she says. “You will see the native ad grayed out and say ‘presented by’ so it is clearly native.” Meredith relies on an in-house team for many of its native campaigns.
In general, the key for video success is to continue to deliver video marketing opportunities that marry analytics with an engaged audience.
Rowley was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>Webzine Slate, a veteran talk podcast show producer, had six million downloads last month, publisher Anthony DeMaio tells Beet.TV in this video interview.
“We think there’s a huge (advertising) business percolating in the podcasting space,” he says. “It’s very difficult to multitask when you listen to a podcast.”
Right now, Slate monetises podcasts by having their hosts read 30-second sponsor messages. Recently, Acura sponsored a whole five-episode roadshow.
“We’re currently working with the IAB and other likeminded brands like NPR and The Atlantic to create some metrics behind (the opportunity),” DeMaio adds.
He was interviewed by Andy Plesser, executive producer of Beet.TV, earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>The audience development and analytics divisions of Meredith mine data closely to find the right terms and right subject areas for its videos. “If they are doing a holiday shoot in San Francisco for a magazine, my team can piggyback on that, but we don’t shoot behind the scenes video because we know from the analytics that’s not what they watch. They want, maybe, decorating in red and green,” she says and analytics provide that insight to guide production.
Meredith reaches 200 million women across platforms and 100 million of those are digital, she says. About 60% of the audience is comprised of millenials. Meredith has grown mobile views substantially this year, and connected TV is on the rise as well.
Rowley was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>That’s why the publisher is using InRead, an ad format from vendor Teads which allows sites to inject video ads between text paragraphs, even if pages don’t have video content on them.
“We deliver about two million pre-rolls streams a month – by using Teads, we can increase our inventory closer to 15-to-20million impressions per month,” Slate publisher Anthony DeMaio says in this video interview with Beet.TV.
“(Viewer) completion rates are, (for) 15 seconds, they’re 40%; 30-second ads, they’re about 30%.”
He was interviewed by Andy Plesser, executive producer of Beet.TV, earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>“There’s a lot of data … our advertisers would love to have the ability to work across the Gannett footprint,” Cars.com national sales VP Michael Kraut tells Beet.TV in this video interview.
“(Users’) search criteria are great attributes for targeting. For an OEM that’s got a minivan, third-row (seat) shoppers is a big subset for them to target – we’re now uncovering all those data elements … it’s a big initiative for us moving in to 2015.”
But Kraut says Cars.com remains focused on pleasing consumers before advertisers, in order to generate a win-win for all sides.
Daily was interviewed by Beet.TV executive producer Andy Plesser at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
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The campaign has generated some hefty social media views. So what was the secret?
“It has a real brand product benefit from an emotional perspective, so, tonally, we felt that Upworthy was a great fit for us,” DigitasLbi’s social content VP Mark Book tells Beet.TV in this video interview.
“We worked with them to understand what they audiences want. What does the audience wants from a utility perspective or a value perspective?
“We are all a little bit scared when it comes to going past 30 to 60 seconds. Will it perform well? The pieces of content range from two and a half minutes to three minutes and, from a completion rate perspective, performed exponentially well because we knew that’s what the audience was consuming.
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“When I think about the future of video, I think about more personalized experiences,”
SMG publishing platform and partnerships VP Lindsay Lichtenberg tells Beet.TV in this video interview.
“We need to have the data centered around people and not channels. That will enable us to target the right content to that person in most meaningful way – and connected across devices.”
She was interviewed by Elaine Boxer, director of industry initiatives at the IAB, earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>“It’s a similar experience to what we see on TV,” North America MD Jim Daily of Teads tells Beet.TV in this video interview.
“The limitations are that, when a brand is buying TV spots, they’re associated with a specific show – that content doesn’t exist nearly as much in the digital realm. Only 4% of video is ‘premium’ – nearly 100% of television content is premium.”
Teads tries to tackle this by allowing premium text publishers to sell auto-playing video ads between their editorial paragraphs, thereby growing the overall inventory base for advertisers who want to reach consumers pre-disposed to purchase.
Daily was interviewed by Elaine Boxer, director of industry initiatives at the IAB, earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>Those are some of the details that marketers need to be aware of when planning branded video, she adds. When done right, branded content can yield impressive results. Licthenberg runs Content@Scale for Starcom, a technology platform that lets brands access content from their own sites and third-party sites, such as AOL, Yahoo and Rodale, and then pair that content with branded messages across display ads. Video ads will come next, she says. “Having that consumer narrative paired with a branded message will lead to three to four times engagement compared to a standard rich media unit,” she says. That sort of data can help marketers know where to invest their media dollars for the future, whether editorial content or video content.
Lichtenberg was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>“It’s about using data to be strategic about how you reach people in a contextual way,” he says. Next up for branded video will be a more audience-driven approach in tandem with publishers, he says. Key to this strategy is working with publishing partners to better understand what their audiences want.
“We are partnering with publishers to understand throughout the production process how to create and distribute so we know who we are reaching, and producing the creative for the campaign to run natively,” he says. As an example, Digitas has worked closely with the social viral platform Upworthy to dig into the ideal duration, emotion and types of video to best reach consumers.
Book was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>Some Maxus clients lean on branded video to change brand perception. “We have a client filming local activation and distributing it online, and distributing that emotional message coupled with an ad can work nicely to change brand perception,” Langan says. Other marketers use video for targeting because of the efficiency. “We have a tourism client that recently changed their target to a much younger one…and the branded content is more fun, irreverent, very true to the audience and targetable,” she explains. In addition, some form of interaction in the branded video can help.
When it comes to native content, marketers need to make sure the native ads deliver value in the form of entertainment or information. While native ads are on the rise, however, the programmatic opportunities in them are still small, she adds.
Langan was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>“We’re seeing a resurgence – a renaissance, if you will – in podcasting,” Slate publisher Anthony DeMaio tells Beet.TV in this video interview. “We’re going to be doubling down on podcasting, working with other like-minded brands and producing some type of podcast network.
“We think there’s a market for podcasting and there’s a business for it. It’s an initiate medium, it’s captivating. It requires a listener to use his or her imagination and follow along with the host; it’s a great advertising experience.”
DeMaio did not five further details of fellow network members or whether it would be a content or advertising partnership, but said partners would include “high-brow thought-leader brands, similar to Slate, who have similar points of view”.
DeMaio was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads, which DeMaio praised for helping Slate introduce video ads to its text story columns: “We would have left hundreds of thousands of dollars on the table,” he said.
]]>“We have seen about a 100% increase on mobile – everything we produce, we’re thinking mobile-first,” according to the company’s video production and product VP Laura Rowley.
“The thing that’s most exciting to me right now is the ability to combine that content experience with a helpful marketing experience. With shopper marketing on AllRecipes, we know that a lot of women are consuming that video in a store when they’re shopping for dinner. We can serve up coupons based on those recipe ingredients in their local store.
“For women, technology has to be useful for them. We don’t create a piece of content unless we know what the promotion experience is.”
Rowley was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The program was sponsored by Teads.
In video syndication, she said: “To date, we’ve only worked with syndication partners that allow us to third-party, independent audits of the views. On YouTube, we have 20 channels with nine million views a month. Our philosophy is distribute widely as possible and guarantee a quality audience.”
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