Video Marketing Becoming Channel-Agnostic, Finds eMarketer
I’m sitting on my couch, with the TV on and my smartphone on social. A commercial comes on the TV with a woman looking at me and saying she knows I’m holding my phone. She says I should use it to check out her brand of underwear. I don’t.
Apparently, I’m the norm now. On Tuesday, eMarketer’s article titled “Multiplatform Video Ad Buying Is Emerging as the New Normal” gets into how consumers are viewing video in several channels. But those experiences aren’t necessarily moving consumers from one channel to the other.
That’s fine for now, says eMarketer. Advertisers don’t need me to watch underwear videos on my phone.
“The relatively low incidence of related content is less of a challenge for advertisers,” reads the article. “As long as people are using connected devices while watching TV, the relationship between the program and the digital activity becomes secondary. The main point is consumers are using the devices in huge numbers, so as long as marketers can reach them, it doesn’t necessarily matter whether there’s a contextual link between the TV show and whatever the users are browsing on their smartphones and tablets.”
True enough. I was seeing ads on social, too.
The Good News
“Many advertisers have made substantial progress in trying to reach consumers via any and all devices they may be using,” reports eMarketer. “A Q2 2016 study by video ad tech firm Videology found that 62 percent of U.S. digital video ads on its platform went across desktops or laptops, mobile and connected TV — all the digital platforms included in the study (opens as a PDF). By comparison, only 44 percent of Videology’s campaigns in Q2 2015 went across all measured screens, and 26 percent were desktop/laptop only. These differences highlight how far the ad industry has moved away from a PC-centric approach and toward multiplatform campaigns.”
Speaking of that, one Advertising Week presenter - Jana Jakovijevic of Spotify - cautioned that marketers need to pay attention to how they buy their inventory on these different platforms. She noticed that marketers weren’t buying inventory on Spotify the proper way — via audio programmatic. Marketers were using Web programmatic and standard radio tactics, which don’t match the channel, she says.
The Bad News
Facebook’s inflated video view metrics have it at odds with the Association of National Advertisers over which third party should oversee the measurements. So even as marketers are more interested in video advertising, the landscape is getting more difficult to navigate.
Facebook COO Sheryl Sandberg emphasized at Advertising Week that the social media giant self-reported the error and was working to fix it. A Facebook spokesperson says the company is working with the ANA to resolve the oversight issue. Also, Sandberg says the metric Facebook flubbed isn’t one for which the company bills clients. (Still, as the Wall Street Journal noted, advertisers do use this metric to decide how much to spend and where.)
That brings us to Rand Fishkin, founder and former CEO of Seattle-based SEO software provider Moz, who said during his Content Marketing World 2016 presentation that marketers should pay attention to those metrics and where the videos are indexed. At the time, on Sept. 8, Facebook counted views at three seconds and YouTube at 30, but Google primarily added YouTube — and to a lesser extent, Vimeo — at the top of its search results pages.
What do you think, marketers?
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