Native Video Advertising At Scale For Brand Metrics and Advertising Campaign Goals

Brandlift
Mobile  advertising has delivered on Brand Performance Metrics, with a clear lift on most parameters including Brand Favorability.

Mobile is key to engaging audiences and native video advertising seems to be gaining ground with Digital video performing better for Brands compared to display advertising.

Campaigns on premium sites are performing better, pointing towards a trend where Native Video Advertising at scale and on premium sites or with innovative formats may be the way forward to achieve your brand goals.
Mediauniverse

According to a report by Nielsen, the Time Shifted TV audience makes for 64 percent of Total audience.In terms of mobile and computer users, 122 million viewers watched video on a smartphone, 146 million watched video on the Internet and 164 million people used an app/web on a smartphone.

In Q4 2014, traditional TV reached an average of 285 million viewers, however nearly half of the total audience viewed video on Smartphones and Internet, while 164 Million or more than 60 percent of total audience used an app or accessed web on Smartphones.

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Up For Whatever Experiences Now Available in an App

budlight-super-bowl-hed-2014Bud Light is prominent with its engagement in Social Media with a live center “House of Whatever” going up in four of the major cities to send out real-time posts during the match. Anheuser-Busch hopes to recreate last year’s social triumph.

To strengthen its presence during the Super Bowl, the Budweiser and Bud Light brands will be the Marquee brands for the company that will run 360 degree campaigns with the objective of selling more with three spots that will feature during the NBC broadcast on Sunday, Feb. 1.

“The mass appeal of the Super Bowl presents an unparalleled platform to launch 360-degree campaigns that ultimately deliver against our top priority: sell more beer,” said Jorn Socquet, vice president, U.S. Marketing at Anheuser-Busch. “With our track record, we know consumers look forward to our iconic spots and what viewers see during the game is just the beginning of what they’ll experience from Anheuser-Busch in 2015.”
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Campaign Measurement For Multi-Screen Advertising

Audience Measurement and defining your campaign objective can be challenging as the measurement of your online campaigns can be a bit confusing. The Video Marketing firms have promoted iGRP as the commonly used metric which builds in frequency.

GRP

The calculation of iGRP is based on looking at reach and frequency to arrive at Audience Reach Measurement.

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In addition to reach the quality of audience reached and the effect on sales outcome is a growing concern with Marketers. According to a research report by Nielsen, the importance of delivering an effective Marketing Message in multi-screen advertising is likely to go up in the next few years.

Beyond-Reach-Image

 

16% of marketers currently measure the effectiveness of their integrated multi-screen campaigns using one metric. In contrast, nearly 80% say they’d prefer to reduce that to one metric. The use of Metrics for measuring advertising effectiveness is challenging as it goes beyond only views to incorporate the social media conversation. Though reach may be duplicated with more than one screens and network combined, one of the key requirements for audience measurement which is reach may not be able to incorporate the combined effect of advertising on Brand Health and Intent to purchase.
heavy-viewing

It may therefore be important to look at campaigns beyond the reach as a singular metric as most campaigns with multi-screening create buzz beyond advertising.
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Harness the Power of Custom Audiences to Increase Your Campaign’s Reach

postblurbYou are a Retail Brand looking at optimizing your campaigns for  Holiday Season.

You are an established retailer and would like to take your brand to newer markets.

You are an existing brand with a large share of local national market but are aiming for a regional or a global launch. You have decided to go digital first.

You are ready with your campaign and are looking at maximizing returns on your advertising dollar.

Before you decide on the channels and networks as well as the strategy it is important to know that your campaigns are likely to work better in combination.
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