Everything you need to know about Video Advertising

Video advertisements have been captivating consumers for as long as televisions existed – the visual appeal, the dream they weave – they truly make consumers want for products they sometimes never knew existed. In 2016 consumers still want video, but they want it in the palm of their hand.

It doesn’t take a team of expert analysts to conclude the video advertising, particularly digital video and more so, that mobile video advertising, is on the rise (although it never hurts to have scientific reaffirmation of what every internet user today can guess).  eMarketer, the trusty source for all things digital, recently showcased their predictions for the rise of video marketing in the upcoming years, determining that by 2020 video advertising spend will reach $28.08 billion, a sharp increase from the $9.90 billion predicted in 2016.

So why are companies turning to video?

In an age where information is thrown at consumers, consumers spend less time reaching their own conclusions and rely on advertisers to convey a complete message, preferably using little to no words.

Since digital advertising is hyper-targeted based on consumer’s preferences, many consumers enjoy seeing ads that are targeted to them based on their individual traits rather than bland TV ads that may not appeal to them.  Couple that with the fact that smartphones today are more affordable and mainstream than ever, and what advertisers have is an audience craving emotion-invoking videos that are short, comprehensive, and delivered to them in the palm of their hands.

Where are consumers viewing videos?

Unfortunately, there is no definitive answer to this question – consumers are viewing video everywhere. YouTube, the largest video platform, has over one billion users and reports a yearly increase of 50% in view time. In addition to the published videos, advertisers have the option of pushing in pre-roll spots (placed before desired content is shown) or during longer pieces of content on YouTube. Facebook is responsible for 8 billion daily video views and new sources are integrating more and more video into their written content, often delivering the same information in visual format.

Overall, 26% of people view at least one video per day… so where are consumers viewing videos? Everywhere! And that is what you need to know as an advertiser!

Digital Marketing in 2015: y≠ax+b

Over and over again it has been repeated that today’s marketing teams and brands must be customer focused in order to deliver an optimal customer experience. But what does it mean to be customer-centric? And how can brands actually create a marketing strategy based on the needs, actions, and expectations of their customers?

At the risk of being repetitive, a good customer experience derives from having positive interactions between the customer and brand. And an interaction is the output, or dependent variable, between two or more independent variables, which in this case are the brand and the customer. The customer comes into the equation with a purpose to accomplish something, whether it be a purchase, trying to find a solution to an issue, general knowledge, and so forth. The brand must be able to respond to the customer’s request immediately by providing the relevant information. If the brand succeeds in doing so, then it has been a successful interaction and positive customer experience. The challenge is figuring out what the customer needs ahead of time. And the only way to do this is by understanding the customer’s journey.

The Buyer Journey

Although we have established that the funnel is dead and that the buyer journey is non-linear, we can’t argue the fact that the buying customer will always go through the three main stages: Awareness, Consideration, and Purchase. How? Because no matter how sporadic their interactions are with the brand (entering the buyer journey mid-way, regressing buyer journey, jumping from place to place in buyer journey), they always start and end at the same point.

digital 6a

Each stage serves a different purpose for the customer and the combination of all these stages, from start to finish, are what create the buyer journey.

And as stated previously, the purpose or end goal of each one of these stages is to provide a positive interaction between the brand and the customer, which means that the brand must be able to give the customer what he or she needs as soon as they make a move. The issue is figuring out what move they are going to make, and in this case, a move is the equivalent of asking a question to find out more information on behalf of the customer. In short, the brand needs to know what questions the customer is going to ask before the customer does depending on what stage they are in in their buyer journey. Once the brand understands the customer’s incentive, it will be able to assist them with clear, relevant, and precise answers to any questions they may have.

So really, at its most basic, the buyer journey is comprised of a list of questions the customer will have at any given stage. And the brand’s responsibility is to figure out what those questions are, what the answers are, and how to deliver the message in a convenient and clear manner to the customer.

Touchpoints

Imagine you are planning a cross-country road trip. There are three major decisions you must make before you leave for it.

  • You must figure out a basic layout of the places you want to visit.
  • What you want to accomplish, see, or do at each place.
  • What route you will take to get to each site.

The basic layout of the places you want to visit represents the buyer journey. It is a very high overview of your journey and marks each spot you plan to visit before reaching to your final destination. What you want to accomplish at each spot is the interaction. It involves having a specific need that must be satisfied at a specific time and place. This interaction, exactly like the one described in the opening paragraphs, represents the touchpoint. The final decision involving the routes represents the channel you will be using to reach those touchpoints.

The touchpoint is the interaction between the customer and brand (both directly and indirectly), based on the needs of the customer.

touchpoint

And because the touchpoint plays such a large role in defining the relationship between the customer and brand, brands MUST know what the needs and expectations are of their customers. There is no orthodox method of uncovering what a customer’s needs are and how a brand should deliver it to them. Rather, brands must create a strategy that is comprised of seven steps to ensure they achieve a holistic perspective of their customers.

1) Understand what information should be supplied at the difference stages of the buyer journey

bannersads

2) Integrate all your data sources

blogdigitak

3) Use data analytics to see which variables and customer segments drive the most sales
equation

 

4) Adapt offers, pricing, and messaging according to customer segment

blogdig6

 

5) Take the most impactful variables and use them for predictive analytics to make the best educated assumptions about future conversions

extrapolation

6) Track, monitor, and analyze how customers access their information to determine which channel will bring in the best results

pr

source: http://davidmlane.com/SPSS/correlation.html

7) Get as much customer data as possible to continue improving marketing for product and services

Digital Marketing Channels

In order to have enough data to fulfill some of the equations in the previous section, you must already have some data in your system which includes a majority of the variables such as digital marketing channels.

A channel is the medium in which a brand communicates with a customer.

There are a plethora of marketing channels available to marketers, but depending on the brand and its goal, certain channels may be more relevant than others. No one can predict which channel is going to work the best without some trial and error, and that’s where the imperative need for data comes in. By tracking and measuring the results from your different marketing channels, you can plug the data into the equations to figure out what works best and what you should be spending most of your resources on.

Conclusion

The buyer journey may seem unpredictable, but with a little patience and data analytics you are sure to find a pattern amongst your customers. No matter where they start in their buyer journey, there is always a solution to providing them with valuable content and information that can push them towards a purchase.

It is vital for marketers to track and monitor their customer’s movements and interactions with the brand as much as possible in order to see which variables bring in the best results. These variables could include channels, segments of the population, content, and so forth.

But once you are able to gather your data and put it to good use, you will be able to understand and potentially predict what your customer is going to want before they know it. And that is the key to building a long-lasting customer relationship.

 

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

Digital Marketing in 2015: Omni-Channel Marketing

When it comes to omni-channel marketing, the argument that the customer is king is more powerful than ever. Why? Because omni-channel marketing embraces the customers and their needs.

What is Omni-Channel?

Omni-channel marketing requires CMOs to provide their customers with a truly seamless and integrated purchasing experience, no matter what device the customer is using or where they are located.  The customer must be in constant dialogue with the Brand, not the channel. To emphasize, the experience for the buyer must be synchronized regardless if they are on mobile, desktop, in-store, on the phone, or on their laptop. Each campaign or piece of content targeted at the customer must be in line with their status in the purchasing funnel, and interactions with the Brand should not be repeated. The Brand must have a singular and unified view of their customer. And this requires marketers to take all the fragmented big data they have meld it together in order to have a holistic perspective for each and every customer.

The Cycle

The entire concept of omni-channel rests on the purpose of delivering an exceptional customer experience. Once this customer experience has been delivered, a relationship arises between the customer and Brand, where the customer begins to grow loyalty and trust towards the Brand. This feeling breaks down a lot of the barriers brands often face in acquiring customer data. And once the Brand has access to the data, they can use it to better market their products and services and therefore provide a better customer experience…which leads to more loyalty and trust on the customer’s behalf.

omni1

At the end of the day, brands must realize that bettering their customer experience is the secret ingredient to boosting their business and sales.

According to a recent study done by the Temkin Group, a modest increase in customer experience at a typical $1 billion company can help it earn an addition $272 to $462 million in revenues over three years.[1]  How?

  • There is a correlation between customer loyalty and repurchasing, with a high Pearson Correlation coefficient of .83.
  • Supermarkets generated more than $100 million in additional revenue over three years just by word of mouth as a result of the improved customer experience.[2]

The Process

Data acquisition is the most important component necessary to deliver a premium customer experience. However, acquiring useful data is the main barrier most brands face due to the privacy and security issues customers are facing when it comes to providing their personal information.

A recent study done by Intel[3] showed how omni-channel technology improved a brand’s ability to collect customer data and measure its results, the two major parameters vital to determining ROI and strengthening the marketing strategy as a whole. And this makes perfectly good sense as the more personalized data a brand can collect, the better they can market their products and services (Step 5 in the cycle).

Just as omni-channel promises the customer a singular view of the retailer, it provides the retailer with an entire comprehensive overview of the customer and their shopping experience.[4]

omni

Omni-channel doesn’t just benefit the customer; it arms the brand with the knowledge and data it needs to optimize all dialogue and interactions they are having with the customer. The customer may be moving from device to device or from online to in-store, but omni-channel enables for their preferences and activities to travel with them no matter where they go or when they go. And even before the dialogue between the brand and the customer begins, the brand is armed with information that enables them to target the customer with exactly what they need, eliminating any friction the customer may have faced otherwise. This data goes beyond just the pre-sale necessity; it also allows brands to have the tools they need to offer a consistent and compelling customer experience during and after their purchase.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

[1] Temkin Group Q4 2014 Consumer Benchmark Survey

[2] http://www.dmnews.com/the-roi-of-customer-experience-who-cares/article/374873/

[3] http://www.intel.com/content/dam/www/public/us/en/documents/solution-briefs/omni-channel-tech-gives-retail-marketers-new-edge-brief.pdf

[4] http://www.intel.com/content/dam/www/public/us/en/documents/solution-briefs/omni-channel-tech-gives-retail-marketers-new-edge-brief.pdf

Digital Marketing in 2015: Hyper-Personalization with Display Ads

Customers are no longer apathetic about their digital purchasing experience; they want it to be personalized and relevant. They are running the game now and marketers must play according to their terms and rules. Personalization is about being relevant at the right place and time to the right person- and the last thing that matters is you.

For marketers, the challenge with creating hyper-personalized content or campaigns is gaining the actionable insights they need quickly and efficiently in order to target their customers with personalized messages and offers. This type of engagement is what creates a good customer experience and customer loyalty. Marketers may think they know where to approach prospects or how to approach them, but without the right Marketing Intelligence tools, marketers are left in a constant stage of assumption, especially when it comes to display advertising.

Personalized display ads do in fact work, but they must be delivered at the right time of the customer’s buying process. Showing an end-of-the funnel ad to a customer who is only at the beginning of their buyer journey is not effective and is a waste of ad spend.

AdClarity Marketing Intelligence

Use Case 1: Knowing which creatives and publishers work in different stages of the funnel

Depending on what stage of the buyer journey the customer is in, it is vital that your display ads and campaigns compliment their behavior. For example, you aren’t going to give a reader who has never heard of your company the same message as someone who is already in the decision-making stage. By discovering which publishers your competitors are using, you can identify the stages based on the creatives they are delivering on each site. This will allow for you to understand which types of creatives and messages you should be delivering on your own spectrum of sites.

Pic2

Pic1

Pic4

Pic3Use Case 2: Discovering which publishers are most relevant

In addition to knowing which publishers are associated with different stages of the buyer journey, you can also discover which publishers are most successful for your competitors. Not only does this enable you to know where you should be advertising your own ads, but you can get an idea of who you should be working with in ways other than display: partnerships, collaboration, sponsorships, newsletters, guest blogging, and so forth. If you know which sites are bringing in good results for your competitors, you know that they are targeting your audience and that your information will be useful to them. Additionally, by using the previous example, you can also understand what type of content you should be promoting on those sites.

Conclusion

The whole purpose of hyper-personalization is to develop a relationship with a customer, and this takes time. In most cases, no one is going to propose on the first date; they need to develop trust and take the time to get to know one another. This is no different than the kind of relationship between brands and customers.

Giving your customers a personalized brand experience is not an impossible task, if your brand is using the right tools. With Marketing Intelligence, brands can gain the actionable insights they need to better their display ad strategies and make them more effective.

 

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

Digital Marketing in 2015: Contemplating Content & Native

There is no question that content is one of the most important aspects of any marketing strategy for any type of company. As noted in the previous chapter, customers want to consume valuable and relevant information that will fulfill their needs, whether it be just acquiring information about a general topic or trying to understand why they need a certain product or service. It is crucial for marketing teams to develop a content marketing strategy that does all this, while still maintaining its objective of providing a positive customer experience which will lead to a profit.

Pandora’s Box

The customer’s ability to have constant access to content has opened up a type of Pandora’s Box. Whereas previously the customer had to contact the company in order to get more information about them, now they can access it almost anywhere on the internet—leaving the company with little to no control over the educating and qualifying process. That is, unless they have created a content strategy that can positively affect each and every customer and prospect no matter what stage of the funnel they are in.

Customers can now empower themselves with the information they have access to without ever speaking to a single salesperson, and because of this, it is important that the content creates a positive customer experience and relationship.

Creating content isn’t hard. Creating quality content is.

Anyone can create content, but not just anyone can create quality content that provides customer engagement across multiple channels to different segments. This type of content takes on an entirely different approach from the generic type as marketers are forced to abandon their comfort zone and change their approach to be purely customer-centric one. What the marketer is familiar and confident with is no longer relevant. Their focus must only be on the customer’s desires and needs as content is the main influencer for the majority of the buyer’s journey. Because if they don’t give the customer what they are looking for, the customer will simply look for it somewhere else.

“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

A company can create the most advanced and relatable content, but if they don’t know how to repurpose it and promote it, the content will most likely make no impact and no traffic will be driven to their website. There are many ways to promote content, such as through social media, guest blogging, partnerships, and of course, advertising.

Paid Media

“Paying for reach on social channels is no longer an option for brands; it’s an imperative.”[1]

It is extremely hard to promote content organically unless the company creating the content is extremely well-known and already has a huge amount of traffic coming to its website. Even if a company decides to bombard their social media channels and database with emails, there is going to be a plateau, or a glass ceiling in regards to bringing in more traffic to the website. And the only way to break the glass ceiling is through paid media.

Paid media allows for companies to access readers beyond their finite database and extend their reach in less time. And as the company continues to deliver premium content, these new readers will keep on engaging with the company. And if the content is good, then these readers will become customers.

Truly amplifying content with paid media is not an impossible task as long as the marketer is using the right Marketing Intelligence tool.

Marketing Intelligence

Marketing Intelligence is the process of gathering all the world’s digital media data and presenting it in a useful and accessible manner to allow for better decision making. AdClarity, the leading Marketing Intelligence tool in the digital advertising industry, enables marketers to gain all the actionable insights they need to create the best possible digital campaigns. And when companies are building their content marketing strategies, it is crucial for them to have as much information possible on what their direct and indirect competitors are doing.

The following case study shows a true portrayal of how we used Marketing Intelligence to distribute our content and expand our reach. Download it here.

Native Advertising

“…the goal of native advertising (at least for definition purposes) is to not disrupt the user experience … to offer information that is somewhat helpful and similar to the other information on the site so that users engage with the content at a higher rate…”[2]

Native advertising developed from the concept that businesses, especially marketers, must build trust with the customer before trying to pitch to them. It is a known truth that customers lose trust in a company when a piece of objective content ends with an attempt of a product pitch. Therefore, it is imperative that the piece of content being used in the native campaign truly blends in with the character of the site it is being promoted on. However, it is also important to make sure that the reader is aware that the piece of content is a sponsored post as deceiving them to think otherwise can also deteriorate trust in the brand.

Conclusion

Using content to build trust with a customer is a challenging but necessary aspect of marketing and sales. The content of any brand must be created to fulfill any needs the customer may have no matter what stage they are in in the buyer journey.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

[1] http://customerthink.com/why-are-b2b-brands-so-obsessed-with-native-advertising/

[2] http://contentmarketinginstitute.com/2014/11/wsj-content-marketing-not-native/