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Susan Gunelius

Susan Gunelius

9 out of 10 Brands Will Increase Video Advertising Budgets in 2014

euro growth chartHow big is your brand’s video advertising budget for 2014? If you’re keeping up with digital advertising trends, your brand’s video advertising spend is going up next year. That’s according to Adap.tv and Digiday’s Q4 2013 State of the Video Industry report.

According to the survey results, 86% of brands plan to increase their video advertising budgets in 2014. They don’t just plan to spend more on video advertising next year. They plan to spend a lot more. The average increase is expected to be 65% more video ad spending in 2014 compared to 2012.

Video advertising budgets in 2014 will also show an increase in programmatic buys and mobile video ads, but most are buying mobile video on mobile phones (25%) while just 17% are buying mobile video ads on iPads.

Finding the Money for Video Advertising

With the increase in budget dollars going to video advertising, the next question is where that money will come from. For 33% of brands responding to the Adap.tv and Digiday survey, video ad spending will not steal budget dollars from other advertising channels. Instead, video advertising spending will use incremental budget dollars. Another 31% of brand respondents believe the required money will come from broadcast TV while 30% believe it will come from display. Only 19% believe video advertising budget dollars will come from print.

Video Advertising Problems

Despite the growing investment in video advertising, 65% of brand marketers are still not satisfied with the metrics available to them related to audience guarantees. However, their dissatisfaction stems from several problems:

  • Lack of support for cross-screen measurement of audience = 36%
  • Lack of confidence in audience measurement methodologies = 47%
  • Lack of support for deeper audience measurement beyond age and gender = 15%
  • Lack of consistency between alternative methodologies and providers = 15%

Video Advertising Trends

Based on the research findings, the Q4 2013 State of the Video Industry report identifies four trends for 2014:

  • Buyers will demand better metrics and inventory
  • Sellers will push mobile
  • Programmatic buys will increase
  • Big events (such as the 2014 Winter Olympics) will be hot for both video advertising buyers and sellers.

You can view the full report in the SlideShare presentation.

Are you increasing your brand’s video advertising budget in 2014? Leave a comment and share your thoughts on video advertising trends.

Image: Bartek Ambrozik

YouTube Ranks as the 2013 Top Youth Brand in the U.K.

youtube app ipadYouTube is the top youth brand in the United Kingdom. The results come from a survey of over 2,500 students from across the U.K. which was conducted by Voxburner in partnership with Thinkhouse’s “State of the Youth Nation” research. This is the second year the top youth brands have been ranked and the second year that YouTube took the top spot.

As part of the research, students were asked to rank brands based on a number of factors to determine what makes a brand relevant to young audiences.

The most important reasons that youths like brands based on the research results are:

  • Young people can relate to the brand.
  • The brand offers value for the money.
  • The brand’s marketing work entertains youths.

The overwhelming use of social media by U.K. youths also played a big role in shaping this audience’s opinions about brands. The study found that nearly 75% of students claim to spend more time on social media than with parents or in lectures, and more than one out of three young people check social networks at least every few hours (38%).

The top 20 youth brands in the U.K. based on this study are (follow the link at the beginning of the article to see the full list):

  1. YouTube
  2. Amazon
  3. Google
  4. BBC
  5. Ben & Jerry’s
  6. Cadbury
  7. Facebook
  8. Pringles
  9. Wikipedia
  10. Channel 4
  11. Cancer Research
  12. eBay
  13. PayPal
  14. Walkers
  15. Sony
  16. McCoys
  17. Doritos
  18. Apple
  19. Skype
  20. Coca-Cola

The top fashion brand among U.K. youths, according to this study, is Converse at #55, and the top non-alcoholic beverage is Coca-Cola at #20. However, many brands didn’t rank as high among students who responded to the survey as you might think. Twitter ranked 60th while Starbucks ranked 70th. Even brands that target youths didn’t rank as high as you might expect. Spotify ranked 75th and Red Bull ranked 92nd.

As you look through the top 10 brands in the ranking above, you’ll notice brands that offer utility and entertainment performed particularly well among the youth audience. Similarly, brands that offer “one-stop shopping” for finding information, being entertained, making purchases, and so on, performed well.

In fact, there is a common thread among many of the brands that young people ranked high in the study—convenience. Want to be entertained? Visit YouTube. Want to find information about anything? Go to Google of check Wikipedia. Want to connect with other people? Log into Facebook or Skype.

What do you think of the ranking of brands by U.K. students? Do any of the brands on the list surprise you? Leave a comment and share your thoughts below.

Image: Yutaka Tsutano

5 Reasons Brands Should Prioritize Global Video Marketing

webcam blackToday, online video has given brands a huge opportunity to build emotional connections with consumers, increase message retention through visuals, and enable global audiences to have tactile relationships with products on their computers, tablets, and smartphones. That’s just one of the highlights from Lionbridge’s new ebook, The Fundamentals of Global Video Marketing.

There is no denying the growing importance of online video content. The ebook cites a number of statistics that prove the critical importance of video content publishing to brands. For example, Cisco Visual Networking first reported that by 2017, online video will account for 69% of total consumer Internet traffic. Already, 52% of consumers say that watching product videos makes them feel more confident about their online purchases (via Internet Retailer).

Despite all of this proof that brands should be prioritizing video marketing, only one out of four brands are using online video as part of their marketing strategies according to Kantar Media. The Lionsbridge ebook identifies five key reasons why brands must prioritize global video marketing today, including:

1. Brand Communications

Video gives you another way to communicate your brand messages. Leverage the power of brand storytelling in your video content to appeal to consumers’ emotions and build stronger connections with them.

2. Visual Learning

Many people learn more effectively and have better recall when they receive information visually rather than in written form. Adding audio, motion, and color via video marketing can have a significant effect in the overall consumption and virality of your brand’s content.

3. Search Engine Optimization

When you embed video content on your brand website, your overall search engine rankings and traffic will improve. The ebook cites research from Bubobox which found that embedded video increases the amount of time visitors spend on page by 800%.

4. Speed

Today, people are very busy and they want to consume a lot of useful information quickly. By including running times with your brand videos, people can instantly decide whether or not they’re willing to invest that amount of time and watch those videos. The cost-benefit analysis happens within seconds, so it’s critical that you match video length with the added value the video delivers to consumers. Most importantly, make sure consumers understand what that value is so they’re motivated to click through and watch the entire video.

5. Convenience

Online video content is easy to view and share through multiple devices. The user experience can be equally good on a computer monitor or an iPad. Allowing consumers to consume your video content anytime and anywhere opens the doors to new ways to communicate your brand messages.

The ebook also discusses a problem that brand marketers need to understand before they dive into video marketing: “When videos are introduced to international audiences, the visuals translate across languages but narratives often get lost in translation.” Remember, there is more to successful global video marketing than translating a single script into multiple languages.

Follow the link at the beginning of the article to download the complete ebook.

Image: Abric Armand

Half of Digital Ad Expenditures Come from Auto, Finance, and Retail Industries

advertising revenues moneyThis month, the Internet Advertising Bureau (IAB) released its mid-year 2013 Internet Advertising Revenue Report. While the key finding most people will talk about is the significant increase in ad revenues during the first half of 2013, which climbed 18% from $17 billion mid-2012 to $20.1 billion for mid-2013, there are a few findings that are actually more impressive.

The Big Three Verticals

First, nearly $1 out of every $2 in digital advertising revenue realized during the first six months of 2013 came from three verticals:

  • Retail = 20% of advertising revenue
  • Financial Services = 14% of advertising revenue
  • Automotive = 12% of advertising revenue

Competition is fierce for digital consumers’ attention, but there are big opportunities for brands in other industries to claim the digital space with targeted advertising.

Mobile

Second, mobile is exploding. During the first half of 2013, mobile revenues jumped by 145% to $3 billion, which is significantly higher than other areas tracked in the IAB research. For example, search advertising revenues rose by just 7% to $8.7 billion during the same period.

Video

Third, digital video advertising (part of display-related advertising) continues to attract advertising budget investments. Digital video advertising climbed 24% to $1.3 billion in revenue during the first six months of 2013 while overall display-related advertising revenues climbed 9% to $6.1 billion.

Consumers are living in a multi-screen world in 2013, and brands need to be present when and where consumers want the kind of information, help, products, and services those brands can provide. Advertisers are finally starting to make a shift in large numbers, and they’re following customers rather than hoping those customers will revert to the old ways of consuming content, finding information, researching products, and making purchases.

Digital Advertising Since 1996

The IAB report also offers a yearly analysis of digital advertising revenue growth. When the IAB report was first published in 1996, digital ad revenue for the first six months of the year was $82 million. The following year, digital ad revenue grew by 320% to $344 million during the first six months of 1997. The accelerated growth rate piqued in 2000, when a 147% year-over-year growth rate brought half-year digital advertising revenue to over $4 billion. Thirteen years later, mid-year digital ad revenue has surpassed $20 billion.

A lot has changed in the world of brand marketing and advertising since 1996, but two things are certain—digital video advertising and mobile advertising will continue to grow very quickly. There is no stopping progress, and savvy brand marketers know that simply keeping up with that progress isn’t good enough.

Image: Levy Choi

Top 100 Most Loved Brands of the Past 10 Years

walt disney companyAPCO Worldwide released its ranking of the top 100 most loved brands of the past 10 years this week, and The Walt Disney Company took the top spot. While that news probably doesn’t come as a surprise to you, the brand in second place might. Yahoo! ranked as the second most loved brand in 2013 despite its struggles in recent years.

To create its list, APCO surveyed 70,000 consumers in 15 major international markets asking them about 600 of the biggest global brands. The company measured eight separate emotions as part of its emotional linking model over the course of ten years. Using those findings, the top 100 most loved brands were ranked.

The eight emotions  in APCO’s emotional linking model include:

  • Curiosity – The brand piques consumers’ interest and they want to know more about it.
  • Pride – Consumers are proud to be associated with the brand and feel like they’re part of a special group.
  • Admiration – Consumers admire the brand, like a friend.
  • Empowerment – The brand helps consumers accomplish their goals and feel confident.
  • Relevance – The brand fits with who consumers are. It speaks to them and plays a meaningful role in their lives.
  • Approachability – Consumers think the brand is accessible and within their reach.
  • Identification – The brand reflects who consumers are. It shares their values and personality.
  • Understanding – Consumers understand what the brand stands for.

According to the APCO study, the top 25 most loved brands are (follow the link at the beginning of the article to see the full list of the top 100 most loved brands):

  1. The Walt Disney Company
  2. Yahoo!
  3. Google
  4. Sony
  5. Nestle
  6. Auchan
  7. Netflix
  8. Whole Foods
  9. Apple
  10. Lowe’s
  11. Microsoft
  12. Kellogg’s
  13. Hershey’s
  14. Coca-Cola
  15. Dell
  16. Sharp
  17. Pepsico
  18. Nike
  19. HP
  20. Costco
  21. Target
  22. Amazon
  23. General Mills
  24. The Hartford
  25. IKEA

Taking a closer look at the top 25 companies listed above, I’d argue that a different emotional factor is actually at work driving the other emotional factors for a number of these brands—reliance. I’m not sure that consumers actually “love” Yahoo!, Google, or Sony the same way they “love” Disney. Instead, I’d argue that it is consumers’ reliance on some of these brands that causes consumers to rank them higher on APCO’s emotional linking model. For example, a large number of consumers rely on Google to find the information they want online, but at the same time, they don’t love how Google accesses and uses their personal information, tracks their behaviors, and so on. For many, it’s a love-hate relationship.

You can follow the link to see how each of the top 100 most loved companies ranked in terms of the eight emotions in APCO’s emotional linking model. One thing is certain. Based on this ranking, Netflix (ranked #7) certainly did a great job of quickly winning back the love of consumers after its disastrous mistakes in 2011.

Image: Susan Gunelius

How to Turn a B2B LinkedIn Company Page into a Sales Tool

linkedin company page b2bTime to get back to marketing basics on LinkedIn. There is no better social network for business-to-business (B2B) marketing than LinkedIn. Over 200 million professionals actively use LinkedIn for networking and career development, and companies are seeing great results from LinkedIn marketing efforts.

In 2012, a HubSpot study found that LinkedIn is 277% more effective for lead generation than Facebook and Twitter, and in 2013, HubSpot found that 43% of marketers had found a new customer on LinkedIn. Recently, AdWeek reported that 43% of marketing agency executives believe LinkedIn is the most important social media vehicle for generating new business leads according to a new study by RSW/US.

Here are tips to turn your B2B LinkedIn Company Page into a sales tool, so you can get some of the positive results that other B2B companies are seeing on LinkedIn.

1. Create a Keyword-rich Overview that Sells Your Company

First, you need to attract potential customers to your website. Don’t skimp on your company overview. Instead, be sure to include keywords that your target audience would use when they’re searching for a company, products, or services like yours. Your overview should sell your company, not bore visitors. Compel them to click around and get to know more about your products and services rather than click away and never return again.

2. Invest Time into Creating Amazing Product and Service Pages

Once you’ve attracted potential customers to your website, you need to show them what you offer and how your products and services can benefit them. Develop comprehensive product and services pages that explain your most popular products at the very least. Don’t simply copy and paste content from your website or sales brochure. Instead, focus on why a LinkedIn user would visit your company page, and succinctly deliver the information they want and need. Consider creating targeted product and services pages for specific segments of your audience.

3. Don’t Forget Your Employees are Your Best Brand Advocates

Next, you need to find more ways to attract prospects and jump start word of mouth marketing. Your employees play a big role and should be your most vocal brand advocates. Make sure your employees understand their role in building your brand and business by acting as brand advocates both online and offline. On LinkedIn, they should connect with your company page and engage by liking updates and commenting as appropriate. They’re LinkedIn Profile pictures and names appear in the sidebar of your Company Page in a special employee section, so visitors can see if anyone in their own LinkedIn networks works for your company. It’s one more way to build a connection and add a level of trust with prospects.

4. Ask Your Clients and Customers to Review Your Products on Your Company Page

Now, it’s time to start developing your social proof to deepen the trust in your brand among prospects. Every review that a LinkedIn member publishes on your Company Page is a testimonial, and those testimonials can be extremely effective in developing interest and trust in your brand that lead to purchases. LinkedIn users who review your products and services on your Company Page are highlighted in your Page’s sidebar. Not only can visitors see your employees’ LinkedIn Profile photos and names, but they can also see if they’re already connected to those employees on LinkedIn. As your Company Page gets more reviews, you can integrate them directly into your sales process and refer consumers to them.

5. Put Your Best Foot Forward by Publishing Useful Updates on Your LinkedIn Company Page

Build a connection with prospects by providing information that matters to them. This is a critical step in converting prospects and developing customer loyalty. Focus on useful, meaningful updates that your target audience is most likely to find value in and share with their own audiences. Furthermore, use LinkedIn featured updates to spotlight your best content at the top of your company’s LinkedIn home page. If you’re having an incredible sale, make sure everyone sees it and takes action by making it a featured update.

6. Get More Personal by Targeting Your Updates

Get the most effective messages in front of the right people by segmenting your audience and speaking directly to niche groups. In marketing, targeted messages are far more likely to compel consumers to purchase, repurchase, or talk about your brand. On LinkedIn Company Pages, research shows that targeted updated have a 66% higher audience engagement rate than non-targeted updates. The targeted message feature is underutilized on LinkedIn Company Pages. Differentiate your company by leveraging this feature for informal personalization that reduces message clutter and improves the overall user experience on your LinkedIn Company Page. Better sales results are sure to follow.

Image: Sheila Scarborough