Did you hear Star Wars is coming out? By now most people by now have seen the movie, and nearly everyone has seen at least some of Disney’s advertising for it. No matter how in your face Disney was with the Star Wars promotion, most were harmless (though perhaps overdone) and some even clever. There a few special occasions that they may have gone overboard though….
Recently, Facebook decided to compete more directly with YouTube by adding a video section, including searchable videos. Now, just seven months later, Facebook is seeing an average of 8 billion daily views from 500 million users. This is up from just 4 billion views in April.
According to Facebook, between 2013 and 2014 the quantity of videos on News Feeds increased 3.6 times – or – 360%. The vast majority of the time, these aren’t Vine, YouTube or other videos — users upload videos to the site themselves typically from their mobile device.
Facebook is seeking to cut into the $66.4 billion TV advertisement market through their new Premium Video Ads. Let’s take a look at how these ads will work, who they’re designed for, what tangible benefits have already occurred, and what the cost will be to run one of these ads on a Facebook users’ News Feed.
How it works:
Facebook Premium Video Ads begin to play without sound as you are scrolling through your News Feed. If you don’t want to watch them, they’ll stop once you’ve scrolled past the screen. However, by tapping on the video, sound will emit and the advertisement will go into a larger screen outside of the news feed.
Facebook has changed its algorithms around not only to determine who is watching these Premium Video Ads, but for how long they are watching as well. Those who are more likely to open the videos based on previous behavior will find more ads within their news feeds than those who consistently scroll past the videos.
Who they’re designed for:
Premium video ads are designed for large brands’ awareness campaigns that are meant to reach a mass number of people in order to increase interest in a brand, product or content in a short amount of time. For example, the first premium ad that was shown on an experimental basis was a trailer for the movie “Divergent,” which was created by Lionsgate Summit Entertainment.
Facebook contends that while TV advertisements typically reach 38% of their targeted demographic, they often over-deliver to the wrong people and can’t reach others. Premium video ads, on the other hand, can be narrowly targeted to an ideal consumer (based on the wealth of personal data within Facebook) and can be converted with 89% accuracy.
One major benefit that Facebook Video ads seem to have over other digital marketing channels like YouTube is the aspect of free will. The insights gathered from Facebook video ads infer that a user sat through an advertisement voluntarily, instead of scrolling past it. This is in contrast to the advertisements on YouTube, where a user must sit through them in order to gain access to the desired content.
One specific example of where Facebook video ads have already outperformed TV advertisements is with Coca Cola reintroducing their iconic polar bears to their French market in 2013. In a dual campaign where the Facebook video ad ran at the same time as the television ad, Facebook and Coca Cola executives both reported that every euro spent on Facebook returned 2.74 euros in additional Coke sales. That was 3.6 times better than the ROI attributed to the TV advertisement. Although this is only one isolated example from a study of 10,000 people, it is clear that the ability to hone in on a target market via Facebook is extremely effective compared to taking a shot in the dark with TV advertisements.
Although the information has not been released publicly, it is widely speculated that due to Facebook’s enormous and active daily user base of 1.28 billion people, Premium Video Ads will cost advertisers’ ~$1-$2 million per day. The ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. And while they have been proven to be effective for brands like Coca Cola, small brands will have to wait for such an opportunity; they are unfortunately tailored exclusively to elite brands and are not yet available for smaller brands and businesses.
StrataBlue’s own Director of Digital Media Marketing, Julie Perry, will be moderating a panel at the upcoming ReelSEO ReelSummit taking place in San Fransisco on July 24 and 25, 2014. This two-day summit features insights from the foremost influencers in video marketing, video advertising and video analytics/results. The conference offers attendees a chance to learn from the experts in video advertising, commerce, marketing, production, SEO and more.
A regularly featured speaker on YouTube marketing topics at BlogWorld & New Media Expo (Oct 2010, June 2011, Nov 2011), New Music Seminar 2012 and Social Media Marketing World in 2013, Julie Perry moderated the “Best Practices to Optimize the Video Advertising Opportunity” panel at the inaugural ReelSEO ReelSummit a year ago. The panel included TubeMogul’s VP of Marketing, Keith Eadie; Google’s Head of Industry-Retail, Alex Barza; Essence’s Media Director, Mary Griffin; and Mediasmith’s Director of Insights and Technology, Marcus Pratt. Check it out:
And this year’s conference promises to be even more information-packed, with workshops, panel discussions and a “Grill the Gurus” session that offers attendees an opportunity to learn, network, and share information with their peers and industry professionals.
Here are some of the video marketing experts and industry leaders taking the stage at this year’s 2nd Annual ReelSEO ReelSummit:
- Keynote by Jon Klaff, the Head of Media Solutions, Brand Activation Team at Google/YouTube where he is responsible for driving brand strategies for the Top 250 Brands in the US by ad spend.
- Jim Louderback: Previously as the CEO of Revision3, Louderback led the company through its acquisition by and integration with Discovery in 2012 and is now the General Manager of Discovery Digital Networks, Discovery Communications’ web-native video arm.
- Jeroen “JW” Wijering: The pioneer of online video players, he will showcase the latest and greatest in online video technology innovations.
- Michael Weissman: The General Manager of Creator Platform at Vimeo.
- Allison Stern: The Co-Founder of Tubular Labs, and GM, Media Solutions, the enterprise group, which helps networks, studios, and brands make data-driven video content marketing decisions using Tubular’s software and services.
- Rob Davis: Rob Davis serves a multi-purpose role at Ogilvy as Executive Director/Founder of the Content Marketing & Advanced Video Practices, Interactive Marketing Director on select global accounts and account lead.
- Jonathan Perelman: GM Video & VP Agency Strategy at BuzzFeed
- Renee Teeley: The Global Director, Digital Marketing Solutions at Brightcove.
- Rob Ciampa: Chief Marketing Officer of Pixability, a Boston-based, big data software company that helps major brands succeed on YouTube.
- Austin Blair: Currently manages the Zappos Creative Services team and Production Photo/Video team to ensure their continued development
- Clayton Talmon de l’Armée: His current role as Director of Video Production at Salesforce includes creating productivity tools through in-depth story telling and the production of internal series for high speed on-boarding and culture absorption.
- Jennifer Olivar: The Head of Network at Seventeen Magazine.
- And many more.
The first half-day of the conference also offers two workshops for attendees to gain practical advice and tips and tricks they can put to work right away. The two workshops are as follows:
Thursday, July 24 Training Workshops at the ReelSummit:
- YouTube SEO & Audience Development for Marketers Workshop with ReelSEO.com’s own Mark Robertson and Tim Schmoyer (both YouTube Certified in Audience Development), and Matt Ballek, Director of Strategic Distribution at Magnet Media.
- TrueView Advertising Training Workshop led by Manny Rivas of Aim Clear and Greg Jarboe, the president and co-founder of SEO-PR and the author of YouTube and Video Marketing: An Hour a Day.
For those wishing to attend the two-day video marketing extravaganza, tickets are still available. Attendees can choose from the following options…
ReelSEO ReelSummit Ticket Options:
- ALL-ACCESS PASS: For access to both Workshops and Summit
- SUMMIT PASS: Excludes training workshops. Starts at 12:30PM on Thursday, July 24th through the evening of Friday, July 25th.
- WORKSHOP PASS: Training Workshops only – on the morning of Thursday, July 24th.
- There will be an opening cocktail reception the evening of the first day and a closing reception on the second.
If you are registering, be sure to use the code “vmarketing” upon registration checkout to save an additional $100.
In the meantime, have a look at this sweet video promo created for the ReelSummit by BonFireLabs — it’s “The History of Video Marketing” in under a minute:
Catch Part 2 on July 24th at the ReelSummit in San Francisco… And be sure to say hello to Julie Perry while you’re there!
(Remember: Use the code “vmarketing” upon registration checkout to save an additional $100.)
Did you know videos increase people’s understanding of your product or service by 74%? Click-through rates increase 2-3 times when a video is included in an email. Let’s go over some do’s and don’ts when creating video content marketing for your company.
- DO have a plan of action before hitting record. Don’t just create videos because you read a blog telling you to. These videos should be complementary to your company’s marketing strategy and voice.
- DON’T read straight from a script. Write down some key talking points and talk to the camera with a conversational tone. People will quickly move on from your video after a few seconds of your monotone voice reading word from word of a script. This will take some practice so don’t get frustrated if you need a few tries to get comfortable.
- DO invest in some quality video and audio equipment. A smartphone will not cut it if you want to be taken serious. Audio is as important as a good camera. I recommend a wireless lavalier microphone. Using the microphone built on the camera is a gamble because your voice will not be as clear from the distance. If people struggle to hear what you are saying they will quickly exit out of your video. If you don’t want to invest that kind of money early on, hire a video professional to shoot and edit your videos until you’re comfortable investing in your own equipment.
- DON’T distract your audience with flashy and unnecessary transitions or animations. Most of the editing software will give you some different creative tools to add to your video but stay away from these unless they go along with your video. If you are unsure if they go along with your video the answer is always No.
- DO tag your videos with keyword-rich description that is detailed and informative. Include pertinent keywords in your title as well. Before tagging your video search your keywords and see what kind of videos come up on YouTube.
- DON’T go on long tangents. If you have read my previous blogs on making videos then you should know to stick to 60 seconds give or take. Anything longer than 90 seconds and you are risking your audience from moving on and missing part of your message.
Video will be a vital part of your marketing plan, if it’s not already. If you are finally taking the plunge into video content marketing and still have questions we would love to talk.