Facebook are testing video ads with sound on autoplay.
It looks like at this stage, it will be a settings option - do you want sound on or off on your videos? Rather than the current 'mute' by default.
It's being driven by Advertiser needs and currently, a number sub-title (caption) their videos which is not, eh, great. Really.
It's also a reaction to Snapchat video ads with sound on.
Good news. Streamabout.com
A great follow-upper to our Blog of yesterday which created a good stir (and thanks to Camillus O'Brien for pointing this out), is a story in Ad Age, the 'Bible' of Ad Agency land.
It's an excellent piece and we don't want to criticise it but (isn't there always).... the headline is 'TV Budgets shifting to Social? Yes, it's time to worry' and the "yes, it's time to worry" bit, clearly shows the readers concerns about Digital. Whereas, there's nothing to worry about here at all folks.
The sub-head is the crux of the story - "The growing video businesses of Facebook, Instagram, Twitter and Snapchat, pose a viable alternative to TV' - and that's what we've been saying.
But it's a breakthrough to read that on Ad Age. Warms the heart.
The overall point of the story, is that for media buyers who want to reach the optimum audience, a combination of Social and TV gets it done rather than, TV on its own.
In the US over 70 billion usd will be spent on TV Advertising whereas Facebook will generate circa 2 Billion usd. A "trickle" right now but "that trickle can very easily become a strong flow". And so it should because Advertising money follows Audiences.
The Ad Age conclusions are based on some facts or thoughts;
1. The growing availability of Social Video Ads. A rise in Social Media inventory and new video opportunities on Digital, encourages growth.
2. Strong Demographics and Reach on Social. The infamous quote that there's a TV Superbowl audience on Facebook every day and there is, means Social is delivering a TV equivalent audience. Facebook had 83.3 million unique viewers in March 2016, Google 182.2m.
That's higher than a lot of TV stations. Most, even.
3. Advertisers prepared to spend on Digital. So the switch from TV Dollars to Video Ads is happening already, albeit in a small way but the intent, procedure is there.
4. Video Ads are moving towards TV style measurement. All 4 major Social platforms have enlisted Nielsen to verify online viewing so shortly, they'll be TV comparable.
5. The push for Live streaming. Which in itself, will bring TV advertising style opportunities notably around live sports - the now critical earners for TV networks. So this is a threat to TV viewing because as live sports are watched online, traditional TV audiences will diminish further.
6. The growing importance for Social Video to advertisers. They see it working, they know it works, they've dipped their toes. The 30 second TV spot is over with viewers happily prepared to watch longer form online video.
But a fair piece that really brings the whole debate into the open and is reassuringly positive. As we said yesterday, one is not a substitute for the other. They both work but best in tandem.
Full marks to Ad Age.
And we never thought we'd be saying that.
Online Video Ads? That's streamabout.com too. Now there's an Ad.
Here's the full story (sorry, you'll have to cut+paste)
http://adage.com/article/digitalnext/tv-budgets-shifting-social-time-worry/304078/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1464627625
Facebook are really pushing Video.
And to be fair, they're very much at the forefront of Video developments. With 4 Billion Video views a day (from their earnings call in April 2015) they're now getting close to YouTube (Google).
Although Facebook deliver Video better than YouTube because of the relevance of placing video in defined News feeds on Facebook. It's better than searching and advertisers get what they need.
They're now experimenting with 'Suggested Video' as a feature where users watch one video and then get offered similar videos that might be of interest - and therefore, growing video views, growing video revenue.
They're also looking at better ways to display video like 'floating' in news feeds.
Streamabout make and place, Video. We know the market and we do know that the video explosion is in no small way thanks to Facebook.
Good on them.
Very short blog, very interesting numbers.
Facebook, for April 2015, have now 4 Billion Video views A DAY.
And that's an increase of their 1 Billion video views a day only last September.
And an increase on their 3 Billion video views a day only last January.
So it's staggering growth and as they role out more video opportunities, that can only grow. But shows how video is well viewed.
It further highlights the need for Clients to get Video Ads and to utilise Facebook targeting. And Yes, we can help.
Facebook are having a go at YouTube.
Whilst they have been using video on autoplay in feeds for a year now, they now want video creators to upload more video and make money from them. Same as YouTube.
So they'll share the Ad revenue generated by the video in the first place, both with the video creator and Media placer.
Those Ads are not pre-rolls, but rather an overlay that appears under the video that you initially watch and making further recommendations based on what you've watched (further relevant content). Those recommendations will include sponsored ad video.
It's a 45% split to Facebook and 55% to others.
Early days though as it's unclear how much revenue is generated when you watch part of a video and so on. But the intent is there.
Facebook is going to monetise video and therefore, encourage more video.
That will work.
And it's good for online digital video companies such as Streamabout as clients will want to make more for Facebook. And that can't be bad....
Tinder is adding video.
The idea being that brands (such as a test with Bud Light) can get involved through video, in the dating app. Ideal too for brands trying to reach that young, engaged audience but should take cognisance of the 'editorial environment' too.
With 8 billion connections in 196 countries and 97,000 swipes a minute, the average user spends 11 minutes a day on Tinder. Pretty staggering.
However, of course, do the users want to be interrupted by Ads? and then, these users will be very switched on to Ad blocking anyway.
But it again points to online video being important as an engaging ad platform (Video Ads) and the need for "publishers" to have it as an offering. And if you need Video Ads, go to Streamabot.com.
But hey, let's be careful out there.
Video is becoming the top Advertising formats on desktop and mobile but particularly growing on mobile (3 x faster). That's according to a new Business Insider Report.
Video revenues this year is about 5 Billion usd but it will grow +21% each year for the next 5. It is replacing static display because it performs better and is more watchable.
On Social Media too, Twitter, Facebook, Instagram all now (recently) have video ad platforms/opportunities.
Although we have no doubt at Streamabout. Even in a local market, our business producing online digital video and video ads, is growing +50% year-on-year. It is an exploding space. Great.
And if you need Video Ads.....streamabout.com
By all reports, Twitter are considering video previews for their new Video Ads.
What it means is that when a video ad pops up in your feed, you'll get an automatic play (auto play) of 6 seconds like a trailer. Then, if that interests you, you click it, to play the video in full.
And advertisers will only be charged when the Ad is clicked so they'll benefit from the 6 second trailer, for free.
Facebook video ads are fully autoplay, whereas YouTube's are click-to-play and so Twitter is really doing the best of both. It's a really good, clever idea too.
It also means that advertisers will only be paying for those who really, really want to see the video because they'll have been interested by the preview trailer.
It's a great way for Twitter to get into that growing, exploding digital video ad space. And if you need online video ads....it's what Streamabout do!
It brings a joy to my heart when I hear an Agency, like giant Omnicom, advising Clients to move 10% to 25% of TV Ad "dollars" to online video.
Here it is in The WSJ if you want to read it in full (not that you wouldn't believe me....)
http://blogs.wsj.com/cmo/2014/10/06/omnicom-advises-marketers-to-move-10-to-25-of-tv-ad-dollars-to-online-video/?mg=blogs-wsj
Omnicom handles about 54 Billion usd in ad spend for clients like Visa, Apple, Pepsi, McDonald's and are in Dublin as Irish International and Cawley Nea as well as, media specialist OMD.
Not just that, their CEO Daryl Simm says "If you're trying to reach against light TV viewers, the answer is to move a significant amount of the video budget to online video". And he goes on, "There is more talent....entering the online video space. That holds a lot of promise for the online video space".
Of course too, he rightly points out that it's a move or a response to more measured advertising. Digital gets results that are deeply measured. Accountability.
And when you get advisors of this calibre, global advisors, encouraging the switch away from traditional TV, that's more great news for online. Pretty rubbish news for TV broadcasters.
Streamabout too are seeing this explosion to online video in Ireland practically daily. October will be their best month on record after three years beating their last best month - September.
I'm going home to have a beer now. Might have 2.
And say cheers to Daryl Simm.
Video Ads are growing faster than any other medium according to a new report from the reliable BusinessInsider. It is exploding.
Not only that, they're replacing TV and have the highest click-thru than any other digital format.
As TV declines by circa -3%, Video Ads are growing +100% year-on-year and will reach 5 Billion usd by 2016 (from 2.8 Billion in 2013).
That's much faster than any other form of digital display as the medium attracts more advertisers. Programmatic buying, RTB is also driving their usage and viewability as well as new video platforms.
This is simply part of a story of an ongoing trend that sees Video online becoming the new advertising driver. They're becoming easier to find (YouTube is the second biggest Search engine after Google), easier to share and more engaging than a traditional 30 seconds of TV commercials.
They're also much lower cost delivering a full mediaplan significantly (-70%) less than a TV expenditure and delivering higher audiences with full analytics regarding reach/frequency.
They do more, for less.
You'll get the report here
http://www.businessinsider.com/digital-video-advertising-performance-and-growth-trends-2014-8?nr_email_referer=1&utm_source=Triggermail&utm_medium=email&utm_content=emailshare
But you'll get video ads from Streamabout.
Online video Advertising is growing faster than most other mediums (!) and other digital formats.
That's not me or Streamabout saying it, but a new BusinessInsider Report. They estimate video advertising revenue will grow by nearly 20% year-on-year through to 2016 anyway.
The only growth as fast, is mobile.
Total Revenue will be circa 5 billion usd in 2016 from 2.8 billion now. And that money will come from? TV
Equally too, as a consequence, more video placements are, and will, open up, reducing media costs. We know too that video ads have the highest click through rate (CTR) at 2% so they deliver value, if you get the views.
The point is not just producing digital video, but what you do with it afterwards - something that companies like Streamabout are offering. It's becoming campaignable rather than 'one offs' and that's key.
Video Ads are more engaging too, longer and better than any TV Commercial and with the benefit of direct targeting as well as digital analytics.
After all, when did you last click a TV Commercial.
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