Marketing and ad tech M&A activity hits near record heights for Q3


The advertising and marketing tech sectors have continued to see buoyant merger and acquisition activity in the third quarter of this year with activity only just falling short of Q3 2014 figures which saw the strongest activity on record.

The data comes from a study released by specialist technology and marcoms corporate finance advisor Results International.

112 deals were announced in Q3 2015 compared with 113 for the same period last year. Compared to the previous quarter, total...

Why the future of video marketing is mobile


As audiences have transitioned from traditional media to desktop and now mobile, the concept of premium becomes subjective and more difficult to define, because it ultimately comes down to ability to target and engage with audiences.

There are, of course, attributes that would mark out a publisher’s video inventory as superior. These include the quality of the content, how engaged the audience is with that content, and whether that audience is addressable.

The future of video...

By Stephen Jenkins, 14 September 2015, 0 comments. Categories: Mobile Marketing, Video & Audio Marketing.

How brands are having to spend more to secure loyal app users


Brands are having to up their spend to find loyal users even though app usage continues to increase, suggests the latest figures in the Fiksu Indexes.

The index measures show that in June the cost per loyal user (CPLU) was $3.21 – a rise of 30% on the previous month and 44% year on year.

This coincided with an increase in app downloads of 24% for the previous month according to the Fiksu App Store Competitive Index, which measures the average aggregate daily downloads of the top...

By Liz Morrell, 19 August 2015, 0 comments. Categories: Advertising, Branding, Mobile Marketing, Publishing, Video & Audio Marketing.

Top 100 brands more active than ever on YouTube


New research from Google has revealed the actions of the top 100 brands on YouTube, looking at their behaviour and spend on the medium and showing that the channel continues its strong growth.

YouTube is increasingly being used by viewers going to the channel specifically to watch content from brands – indeed four of the top ten trending YouTube videos of last year were created by brands.

And this means increasing engagement with views of branded content of the top 100 brands...

By Liz Morrell, 21 July 2015, 0 comments. Categories: Branding, Video & Audio Marketing.

What makes video content marketing great? Follow these key principles


There is a cartoon from Tom Fishburne of Marketoonist where a young child says to her father at bedtime: “Daddy, instead of a story, can you read me some branded content?” Even though the cartoon was penned in 2013, the message still resonates. Anyone reading this will know content marketing can be a jewel in a campaign’s crown, but if it’s too obviously ‘branded...

By James Bourne, 10 July 2015, 0 comments. Categories: Best Practice, Video & Audio Marketing.

Five ways to build the best programmatic video strategy


The programmatic video industry is in a constant state of evolution. Every year, there are better ways of collecting and analysing data. Brands and advertisers have greater access into insights with each new campaign they run.

That being the case, it’s best practice to test new strategies often. Here are five key steps to help build the best programmatic video strategy.

Establish your goals

Start at the beginning: establish campaign goals. Your KPIs will obviously depend on the...

How mobile audiences are driving the growth of video


Mobile audiences are proving to be the most popular for the growth of video consumption and advertising growth, according to new figures.

The Q1 2015 Global Video Index from Telstra subsidiary Ooyala shows that mobile devices made up 42% of all online viewing during the first quarter of this year. Of those views it was smartphones that particularly drove the growth – accounting for four times as many plays than tablets during the period.

The report also showed that TV...

Lack of premium inventory hampering online video advertising growth


Whilst online video advertising may be on the rise its growth is actually being hampered by a lack of premium inventory, according to a new global report conducted by Forrester on behalf of Teads.

The report, which surveyed more than 500 decision makers across a number of countries earlier this year, found that nearly all those surveyed expected digital video spend to rise in the next two years since video ads represent what the report calls “a dream format” for advertisers...

By Liz Morrell, 10 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Industry calls for collaboration to tackle programmatic video advertising fraud


Players in the programmatic video advertising industry must work closer together in order to effectively tackle fraud, according to BrightRoll founder and CEO Tod Sacerdoti.

Speaking at his company’s BrightRoll Video Summit last week Sacerdoti stressed that ad fraud was something that all the industry had to work towards solving. “Ad fraud is probably the most important industry problem and we need to make progress in the next few months,” he said.

He cited recent figures...

By Liz Morrell, 06 May 2015, 0 comments. Categories: Advertising, Programmatic, Video & Audio Marketing.

The videos don't work - they just make email worse


If the vertiginous rise of video-sharing and streaming platforms such as YouTube – which receives more than six billion video views from one billion unique users every month, and which celebrated its tenth birthday in February – and, more recently, six-second viral sensation Vine, has taught us anything, it is that people have a voracious appetite for video. It should be no surprise, then, that more than four out of every five marketers plans to use video in their...

By Luke Griffiths, 05 May 2015, 0 comments. Categories: Video & Audio Marketing.

New auto playing video technology claims to be shifting advertising


A new advertising format is claiming to have unlocked 100 million mobile users for TV advertisers with a new auto-playing video technology.

Launched by mobile brand advertising company Widespace, StreamView allows video to be automatically played when displayed onscreen and muted as it beings to play in a format that minimises data usage for users. By clicking on the video the user enables the video to play in full format, in high resolution and with audio.

Widespace claims that the new...

By Liz Morrell, 29 April 2015, 0 comments. Categories: Advertising, Video & Audio Marketing.

New partnership promises better understanding of impact of video content


Marketers wanting to understand and measure the value of video content in their marketing programs have a new resource at their disposal thanks to the partnership of cloud services for video provider Brightcove and engagement marketing software and solutions provider Marketo.

Brightcove will initially integrate with Marketo to allow customers to easily track user engagement and performance of video marketing campaigns for enhanced lead scoring, segmentation and content nurturing...

By Liz Morrell, 15 April 2015, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

Meerkat and Periscope for brands 101: Where to go...and what not to do


For today’s marketer, the birth of a new social platform is akin to being a kid in a candy store. Despite the social best practice ringing in their ears, it’s impossible to resist. Yes, you know it’s a futile exercise to be on everything, you know your offering might not fit with the platform’s USP, you know you need to be customer-first. But there’s only one way to find out whether something will work.

Enter, stage left, live streaming video apps Meerkat...

By James Bourne, 08 April 2015, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

Brightcove CEO David Mendels on wearables, video and the CMO outlook


If anyone’s ever had a campaign which hasn’t gone quite right, it’s always reassuring to know the marketing technology providers can also make the same mistakes.

Take video. B2B video marketing platform providers, such as Brightcove and Nideo, offer vital services to show brands where their campaigns are going wrong. Analytics readings tell marketers where customers are switching off, so they can rejig the length and message of the video.

As Brightcove CEO David...

Standard banner ads decline as content and video get richer


Video and rich media ads usage is on the rise as consumers engage more fully with such mediums over standard banners advertising.

Research from Mobile Mix, The Mobile Device Index year in review from Millennial Media, shows that video and rich media ads result in nearly twice the engagement of standard banners.

The study showed that in 2014 91% of all developers and publishers on the Millennial Media platform allowed standard banners – down from 93% the year before. Rich media...

By Liz Morrell, 04 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic, Video & Audio Marketing.

Record investment in digital marketing technology forecast for this year


Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last year.

The number of companies planning the...

Did Facebook just overtake YouTube as the de facto site for video advertisers?


Videos were only introduced to Facebook in the third quarter of last year, but according to socialbakers there has been some serious movement towards this medium as ad objectives evolve.

While page likes become less important to advertisers, video is grasping a higher proportion of budgetary spend. Data from socialbakers puts embedded news-feed video at 5% despite it being available for such a small period of time on Facebook.

It is easy to see why too, with socialbakers discovering...

By Simon Holland, 24 February 2015, 1 comment. Categories: Social Media Marketing, Video & Audio Marketing.

New study claims inRead video beats pre-roll advertising for effectiveness


With YouTube having just celebrated its ten-year anniversary, a new report suggests the site may have to up its game when it comes to ad technology.

Traditionally the domain of the pre-roll specification the report proves that newer video advertising solutions are starting to steal the lead – and put the dominance of YouTube at risk.

The video advertising study has been conducted by Nielsen and compares inRead format advertising versus a skippable pre-roll format....

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Video & Audio Marketing.

Context is everything in video advertising, states Oxford paper


Even the most enthralling video advert on the planet would be worthless if it was emotionally at odds with the media it showed up in, according to a new report from the University of Oxford.

Six studies were performed on 900 people, who were asked to watch a number of video advertisements while having their responses monitored. If an ad that oozed high energy appeared during moment of tension in a movie, it would be a big turn-off for consumers.

For example an ad featuring...

Minimal mobile video engagement puts marketers under pressure


Mobile video watchers have a relatively short attention span when viewing content on YouTube, meaning marketers have to have a small window of opportunity to make an impact.

According to a study by software company Citrix, 90% of mobile YouTube viewers watch video for less than five minutes at a time, whereas 55% of mobile Twitch viewers watch content for five minutes or less.

Content quality makes a big difference to mobile video viewership. On paid-for service Netflix, 77%...

By Simon Holland, 10 February 2015, 0 comments. Categories: Content Marketing, Mobile Marketing, Video & Audio Marketing.