Posts tagged report

State of video advertising report: what are the most tolerable ad formats?

As video content increases, it’s time for brands to understand their consumers, in order to deliver the most relevant ads to them.

Wibbitz conducted a survey in March about video consumption and consumer sentiments regarding video advertising, hoping to help publishers and consumers reach a middle ground.

Every publisher looking to expand its services to video content needs to understand its audience first, hearing their needs, in order to deliver the best video experience to them.

Here are the most interesting findings from Wibbitz’s report and what we can learn from them:

The changing state of video consumption

Video consumption has been increased during the past years and 26% of people who participated in Wibbitz’s survey responded that they are watching at least one video per day.

Mobile devices have significantly contributed to the increased video consumption, as they make videos more accessible and this can be confirmed by the fact that 55% of the frequent video viewers prefer watching them on their smartphone.

As for the most popular social platform to watch videos, Facebook is a clear winner, as 54% of them picked it as their first social destination for video consumption, and this can also be justified by Facebook’s decision to highlight video content on the users’ news feed, while the launch of Canvas made video advertising even more appealing.

However, these stats may change during the next year, as I personally predict a rise of video consumption on Snapchat.

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Strong preference on silent ads

No matter how often people are watching online videos, they still don’t like ads with sound, or irrelevant messages.

45% of people answered that muted ads are more tolerable, while 39% of them considered targeted ads a crucial factor for tolerable ads.

Brands start understanding how annoying the sound in advertising may be and that’s why they are trying to send their message through the video, even with the addition of captions, to make sure they don’t lose the viewers out of annoyance.

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The power of targeted ads

It is very important nowadays for brands to focus on targeted video ads, as users grow more impatient and less receptive to irrelevant advertising.

In fact, frequent video viewers care even more about the relevance of the ads, which means that it’s important for brands to keep them happy.

Facebook and LinkedIn video viewers seem to be more demanding, with 41% and 47% of them respectively preferring targeted ads from any other ad type.

Short ads

The rise of the demanding video viewers, who also tend to have a short attention span, creates the need for shorter video ads to keep them engaged, as 70% of people won’t watch an ad longer than 10 seconds.

As the length of the video increases, only 51% of people will watch up to 10 seconds, but there is an increased chance they’ll watch up to 30 seconds in such cases.

Thus, the duration of the video along with its relevance, affect users’ watch time and the engagement can only be achieved with great content that will convince viewers to keep watching for more than 30 seconds.

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Skipping ads

It is becoming common for consumers to seek for ways to skip an ad, especially if it’s annoying or irrelevant, with 61% of them admitting that they always skip video ads, if possible.

However, it has also been observed that not everyone takes a real action regarding ad skipping, while half of the respondents are more likely to appreciate a mute ad.

This is another reminder for brands to use the sound in advertising appropriately, only to enhance the viewing experience and not to make users skip the video faster.video5

Autoplay

Autoplay in video advertising can be annoying and 42% of the respondents share the same opinion, but mobile video consumption may change this soon.

It seems that mobile users are more receptive to autoplay ads and this could be related to the highly targeted content they’re exposed to. However, Snapchat users don’t seem to agree, as 55% of them find autoplay ads intrusive.

Apparently the opinions are still divided about autoplay in video advertising, which brings a great opportunity for brands to turn around the unhappy users with non-intrusive content that is highly relevant to their audience.

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What brands can learn

All the above observations can help a brand understand what video consumers want,  in order to produce the right content for them.

Here are the key points to remember:

  • Relevance is key. Video consumers expect highly targeted advertising that fits their interests and their browsing habits. This increases the chances for them to keep watching a video. A personalised experience is always appreciated, so there’s no need to create video ads without knowing your audience first.
  • Silent ads can increase the engagement, as you can still send your message effectively without any disruptive sound. If there’s an indication that your audience hates the sound in your video ads, then it’s time to focus on the visual side of advertising.
  • Focus on mobile. Video consumers on mobile devices have been increased, which means that you should make sure that your content is optimised for mobile, making the viewing experience pleasant.
  • Keep it short. Even if you create a longer video, make sure that the first seconds are appealing to help users stay engaged.

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Google bringing featured snippets & rich results filters to Search Analytics report

Here is proof that Google is bringing more filters to the Search Analytics report in the Google Search Console. Keep them coming, Google!

The post Google bringing featured snippets & rich results filters to Search Analytics report appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

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Google Analytics replaces Search Engine Optimization report with Search Console report – Marketing Land


Marketing Land
Google Analytics replaces Search Engine Optimization report with Search Console report
Marketing Land
Soon your “Search Engine Optimization” report under the Acquisitions tab will be replaced with a “Search Console” report. The data is being pulled from the Google Search Console and now shows you both Google Analytics and Google Search Console …
Google Search Console metrics now deeply integrated into Google AnalyticsSearch Engine Land
Google Analytics & Search Console: Deep IntegrationOnline Behavior

all 5 news articles »

View full post on seo optimization – Google News

Report: 2 years in, 75 percent of Right to Be Forgotten asks denied by Google

More than 50 percent of requests come from Germany and the UK.

The post Report: 2 years in, 75 percent of Right to Be Forgotten asks denied by Google appeared first on Search Engine Land.

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Cisco report finds hidden costs of delivering IIoT services

Cisco Jasper

A recent report indicates that while firms are benefiting from investments in the Industrial Internet of Things (IIoT), the complexity of the technology can prove costly.

An April white paper entitled “The Hidden Costs of Delivering IIoT Services”, was authored by Cisco Jasper, a global IoT platform. The white paper determined that companies saw “internal productivity and efficiency” as the key incentives to integrating new IIoT technology into their business models.

And with IDC predicting over 30 billion IoT devices by 2020, connected equipment looks to become ubiquitous in the coming years.

However, the rush to integrate IIoT can weigh on companies who aren’t prepared for the added costs.

“Running an IoT business can be especially complex for companies in the industrial monitoring and heavy equipment industries,” said the report. “Devices are geographically dispersed with long and complicated supply chains.”

Unique challenges that IIoT can present include operations challenges that “can drain resources to launch, monitor and manage devices into the field.”

IIoT impacts cost management approaches where data usage must be monitored in real time in order to make adjustments prior to being billed.

Likewise the white paper recommends that potential customer issues also need to be spotted early, to make sure that a low mean time to repair is maintained.

Cisco Jasper calls out scalability

The report sees scalability as another key concern, pointing out that firms need the infrastructure to enable them to quickly meet customer demands, operational needs, and expand to new markets.

“Adding to the complexity, Industrial IoT budgets don’t come from just one group or department within an organization,” observes the white paper. “Although IIoT is seen as a strategic investment, industrial monitoring and heavy equipment industries organizations struggle to create a compelling business case showing a tangible return on investment.”

Despite the wide variations in IIoT initiatives, the white paper sees three costs in particular are common across most geographies: technical support, network communications and administrative labor.

“As you consider the long-term health of IIoT services, appropriately anticipating the costs will help you counterbalance the value of increased revenue and new opportunities,” the report concludes. “With a full understanding of the total cost of delivering an IIoT service, you can make smart, profitable and sustainable business decisions.”

The post Cisco report finds hidden costs of delivering IIoT services appeared first on ReadWrite.

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Google Search Console updated the Search Analytics report & adds knowledge graph, local & rich snippets

Google updated the Search Analytics report in the Search Console, added an update line and explained what changes you may see in the report.

The post Google Search Console updated the Search Analytics report & adds knowledge graph, local & rich snippets appeared first on Search Engine…

Please visit Search Engine Land for the full article.

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