TV Advertising Platforms – Marketing Videos
‘Face It!’ TV needs to evolve.
The average American spends nearly a third of their waking hours watching TV. This translates into roughly five times more than all social media activity combined. TV advertising platforms have a lot of potential if they can adopt some of Facebook’s most effective ideas.
“Don’t read that tweet! Watch that tweet!”
Twitter’s new tool, “Timing Is Everything” uses historical data to highlight when users are most often watching and engaging with video on the platform. The tool offers an aggregate look at when Twitter users are generally watching videos on the platform. It does not offer publisher-specific insights on when their own organic followers watch.
While the tool is only giving a broad overview of video-consumption, it can be of service to publishers and brands and influencers with access to Twitter’s Media Studio. This will help them optimize video content by posting it when users are more likely to watch.
Publishers are encouraged to post throughout the day in order to maximize reach. However, a good strategy would be to post during the most engaging times of the day and week.
Why Video needs to go to market!
Now is the right time to make your first marketing video. Video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness. Whether it be an explainer video, a vlog, a video interview or a tutorial video, adding video is sure to drive your business. Currently, mobile video and social video are two of the most effective forms video.
Mobile Video Marketing
Mobile marketing is all the rage. According to IAB, marketers increased their spending on mobile and digital video ads by 95% between 2014 and 2016.
As long as we have social media, we’ll likely have social video, too.
Gaining customer loyalty through video
When it comes to content marketing, video comes in at just number three on the list of type of content used. Although 72% of businesses say video has improved their conversion rate, a majority of businesses have yet to take advantage of this. One of the major reasons as to why businesses are not participating in video is the lack of creativity.
Type of videos that your viewers will enjoy:
Vlogs, or video blogs, are cheap to produce, personality-driven and engaging. Instead of trying to come up with brand new content to create for your business, you could document your journey through a vlog. Vlogging is a great medium to share a daily journey because of how intimate it is and how easy it is to build a relationship with your audience.
Culture videos can be employee interviews, game days in the office, pranks, birthday parties, and everything in between. The goal is to show that your brand is personable. The easiest way to showcase your company’s personality is by showing a “behind the scenes” look at what goes on in your office and what your company culture looks like.
By inviting guests onto an interview series, you can leverage their knowledge to create your content for you. This will also bring positive brand association by inviting well known guests on your show. You could build more credibility with your own audience by associating yourself with other experts with positive reputations.
Webinars are high-value, low-cost endeavors that require no scripts or actors, just a Rolodex and some Google Calendar invites. You can host Q&A sessions with clients, product demos with participating customers, or even roundtable interviews with thought leaders in the industry.
Event videos bring the party to viewers who couldn’t make it and extend the reach of any single event exponentially. A great event video increases a brand’s online presence in a way that the live event itself cannot.
Animated videos are perfect for companies that have complex products and services that can be difficult to explain. This is why the most popular types of animated video are landing page explainer videos. They’re perfectly suited for product tutorials and business presentations. These videos explain exactly what your business does or how your product can make a business more efficient.
People love businesses that seem like they’re “human” and less “money-making corporation.” Viewers can see your face, how you’re dressed, your body language, your tone of voice, sense your personality and more.
“Hey Pitcher. Throw the ball already!”
Major League Baseball recently announced its plan to reduce each national commercial break by 25 seconds. In a statement, MLB said it would look to speed up the pace of its games by limiting middle-inning and between-inning ad breaks. This would reduce the commercial time from 2:25 per interval to an even two minutes. A standard nine-inning game has 67 ads. However, with these changes it would bring it down to 50.
This would impact Fox and ESPN, which rely on the ad sales revenue to subsidize the expense of broadcasting MLB games. Fox’s “double-box” or split-screen ads has kept fans locked into the action during its “Thursday Night Football” and Nascar broadcasts. Fox has also made strides with augmented reality integrations with YouTube. Other measures must be taken to keep the ad dollars flowing under a shorter break structure include on-screen bugs, booth reads and special premiums.
MLB Commissioner Rob Manfred believes that speeding up the game could go a long way toward winning back some of the Generation ADD crowd. But for these changes to be implemented, baseball must first finalize an agreement with Fox and ESPN. According to one insider, the terms of the existing pact with MLB prohibits the league from making any unilateral changes to the ad loads. Discussions on the matter are ongoing. While it appears that both sides will come to an agreement on the matter, no binding accord has been hashed out.