Does Online Video Advertising Measures Up?

In previous articles, it has been commented that Online Video Advertising is fast becoming the advertising platform of choice for brands and new products alike. This has been partly explained by the mass explosive of hardware devices (television, laptop computers, smartphones and tablet PC’s); but also through the various content choices including television; radio and as internet content grows in choice and popularity, it is clear that this technology will probably win the day.

There have been recent reports that the entire UK press spend was recently surpassed by Google UK digital spend and although the search engine is undoubtedly extremely popular, why is Google the number one king of digital advertising and why are brands looking for more when deciding how to allocate their brand spend in the future?

This article explores the intersection of data analysis and audience fragmentation and how online video advertising, social video and viral video is fast becoming the platform of choice for global brands, whether they be for niche and mass-market consumer products.

Technological change and changing Media Markets

With technological advancement, the media found way of exploiting these changes and commercialising them in terms of ‘getting the word out’.

The first mainstream technological advancement was the printing press, following by the wireless (now know to be the radio), then was the television which itself has been advanced by satellite, cable and digital channels and more recently the internet.

Up until the 2 November 1982, ITV was the only commercial television channel in the UK and was the first to promote moving picture advertisements (let us refer to his as video advertising from now on); however following the introduction of Channel 4 in 1982 there has been an exponential growth in media based video advertising which was largely driven by the rise of satellite television following the launch of Sky TV and the viewing of Premiership football in 1988.

With the introduction of Sky in 1988, the brand and advertising agency had a real choice of channels and following the introduction of Sky TV, the audience had ‘single purpose television’, such as dedicated news channels and dedicated children’s television channels. This was the first time that television channels were driven by genre and for the first time advertisers can target audience on a channel by channel basis, and given that Sky had the rights to televise Premiership football, sports and generic brands alike would have to pay handsomely to have their brands promoted alongside live football games, such as Liverpool vs. Manchester United.

The Trouble with Technology is…

Following the introduction of personal video records (“PVR”s), such as TiVo and Sky’s Sky+ service is that for the first time, and not just with satellite television, but all commercial television is that this technological advancement has changed the rule book again. Many consumers and now choosing to record the television programmes they want to watch and are fast-forwarding through the commercial advertising in-between the programmes. Even though television channels can quote viewing numbers, can these now truly be relied upon? Are the brands getting the exposure that they have been promised by the broadcasters? Even though the television is on, are ‘eyes on’ the actual television or are ‘eyes on’ digital content, steamed from peoples laptops, tablet or smartphones?

The Devil is in the Detail and the value is driven by the Data

The success of Google is widely reported, hence we will not report this again; however why is Google’s PPC such as cash-generating machine? First of all, Google works upon the premise that the consumer has already decided what it is they want (i.e. consumer pull / demand); hence Google is not really promoting, only displaying the things that people demand to see. This is an important distinction from of Facebook or Twitter, where these platforms are a ‘push’ platform, actively promoting and pushing advertising onto the consumer.

Given that Google works on a demand / pull model, this level of demand can be proactively measured, hence Google provide a key measurement tool, being their Keyword Estimator. This data mining tool, enables the user to better understand what key terms are in more demand than the other and this data is now provided to the user, almost on a real-time basis. Key words / terms and phrases can then be matched against brands and products with a given genre, hence the internet traffic from those terms can be directed to a given website, either naturally through Google search engine, or by Advertisers ‘jumping the queue’ and popping themselves to the top of Google’s listing for a given key phrase.

Moreover, Google has additional data-mining tools which enable the user to better understand direct Google advertising spend as compared with direct Google sales; it is this tool that sets Google apart from any other platform and why people are using Google as a means of direct sales advertising.

However, without awareness there can never be demand; hence why Viral Video, Social Video and Online Video Advertising is fast becoming the platform of choice for digital marketers. Data mining is becoming the tool of choice for Viral Video, as companies such as Viral Planet’s proprietary VAMP analytics and metrics system which provide extensive data regarding a brand’s Social Video campaign and it is this data that enables the marketer to better understand the campaigns success and how the audience is engaged with the brand.

Knowledge leads to Understanding

Viral Planet’s knowledge of Viral Video and Social Video is second to none and this has been built up with the data capture methods and mining of past campaigns. This data knowledge has led to better understanding of how a Viral Campaign can become far more successful and then how data can be captured at the point of audience contact in order to drive pre-order sales and demand (probably captured by Google at a later date) sales in the future.

Understanding your audiences nuances, behaviour and is essential to delivering a successful social viral campaign as it is developing an excellent blog on some news, comments or social media.