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.
  1. Personalized Experience. Facebook drives outstanding engagement while supporting precision and targeting. Having recently digitalized their infrastructure, TV platforms can do the same. This would allow to support individual user profiles, make better content recommendations and open the possibility of personalized advertising.
  2. Tangible Conversions. Facebook’s advertising products deliver tangible business outcomes including online purchases, lead form completions and more. By contract, TV platforms mostly sell brand awareness. To catch up, they should consider developing direct response ad products that allow viewers to take concrete actions using their remote control or a companion mobile app.
  3. Algorithmic Optimization. TV platforms can leverage the advances in AI that tech companies have made in recent years.  Over time with user profiles as a guide and conversion events as a goal, TV platforms’ algorithms will begin to show the right ads to the right people at the right time.
  4. Self-serve Ad Buying. Facebook allows you to get started for just a few bucks, pay with your credit card and even use Facebook’s simple DIY video maker. TV platforms must also eliminate barriers to entry by creating self-serve ad platforms that offer local ad campaigns for $1,000 or less. Additionally because lack of creative is the #1 barrier to entry, networks can help new advertisers produce commercials that will work for TV.

“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.
  • According to YouTube, more than half of all YouTube video consumption is via mobile devices.
  • comScore says users spend 40 minutes a day, on average, watching YouTube on mobile devices.
  • Wyzowl says 90% of consumers watch videos on their mobile devices.
  • And Twitter says 90% of Twitter video views happen on mobile.

Social Video Marketing

As long as we have social media, we’ll likely have social video, too.
  • Mary Meeker’s 2016 Internet Trends report reveals that Facebook gets 8 billion video views daily and Snapchat has over 10 billion daily video views.
  • Twitter says video on Twitter is 6x as likely to be retweeted as photos.
  • DOMO’s Data Never Sleeps infographic shows that YouTube users share 400 hours of new video a minute.
Although most marketers see video as the most difficult content to create, it needs to be done in order to keep up with the evolution of media. These video marketing statistics show the importance of video marketing for your business, both now and in the future.

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:

Vlog

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

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.
Interview
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.
Webinar
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
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.

Animation

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.

Behind-the-Scenes

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.
 

Live Streaming

Live-stream videos are becoming more and more popular. People love live videos for the same reasons they love to hear “breaking news” on TV and why we keep checking our Facebook feeds to see what our friends posted recently.

“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.