IAB is going to set HTML5 as the new industry standard in interactive marketing, and discard Flash, who have advertisers used for a long time as a standard for making interactive ads online. IAB made this official in its latest document “IAB Display Creative Guidelines,” where the organization recommended the industry to migrate from Flash to HTML5 technology. According to Scott Cunningham, senior vice president of technology and ad operations at IAB, Flash is not interoperable across devices. HTML5 has proven more effective than Flash as it shown to be a more open web technology for which the browser support cross-platform sets the stage for more rich, complete and personalized experiences to share with the users, regardless the device they use. The state of Q1 2015 shows 5.35 billion rich media impressions were thrown away on mobile devices, as they were defaulted to Flash instead of HTML5. (more…)
We’ve touched a bit the subject of ads in our How To Create Effective Pre-Roll Ads. It seams only natural to try to explain what makes an effective overlay ad now? Overlay ads were created when the effectiveness of video pre-roll, mid-roll, and post-roll ads was brought to questione so advertisers came up with new advertising concept. An “ad overlay” is a small, semi-transparent overlay across the top or the bottom third of the video – usually as text or static image. An ad overlay essentially provides advertisers with the opportunity to place traditional banner advertising inside streamed video. That way advertisers can incorporate their messages directly into streamed video without drastically interrupting users’ viewing experience. (more…)
Snapchat created a new way to bring in some advertising revenue. The app will now start charging companies placing a video ad on its Discover branded content distribution platform, 2 cents for each view, played between between articles on the platform. Snapchat’s new ad product, dubbed Two Pennies, will give marketers ten-second time slots for their video ads, and charge the brands two cents when the clips are viewed. Snapchat ads on Discover at the present time bring in a reported $100 cost per thousand views. Many experts believe the new video ad offering could help Snapchat bring in the dough. How will everything pan out? We’ll just have to wait and see.
The latest Integral’s report shows that in Q1 of 2015 41.8% of online video ads were viewable, which is a 39% increase compared to the previous quarter. This report shows the most common size for online video ads was 300 x 250 pixels, that means that more video ads are served in banners than any other method. According to Integral, campaigns run 75 percent or more of their impressions in in-banner units. This report data is based on hundreds of billions of ad impressions, and similar reports are processed each quarter.
Samsung gained the greatest number of impressions on the platform in the past year, finally bringing down Apple, shows the latest Mobile Mix report done by Digital advertising specialist Millennial Media. The huge increase in Android impressions undoubtedly played a big part in this jump in Samsung impressions. The hits from all Android devices grew 6% points year-on-year, and 54% of all tablet impressions came from Android devices. According to this report, 29% of apps allowed video ads in 2014, up 6% from the previous year. The report states video and rich media ads see nearly twice the engagement rate of standard banners, proving that they certainly pay off for advertisers. When we compare ad impressions by app type – games, music and entertainment, and productivity apps are the most popular, and one interesting thing came up, health and fitness apps entered the top ten for the first time in 2014.
According to the Q4 2014 Mobile Display Ad Performance Report done by Mobile ad platform Celtra, smart video ad format types on mobile devices outperform all other format types in all metrics. The study also shows unit engagement rate is higher for smart video type interstitials than for standard interstitials, and users are more engaged with ads placed within apps than ads placed in web browsers. Video completion rates for in-app ads were 80% for banners and 70% for expandable banners, compared to 60% and 52% respectively in web browsers. Auto-play video is taking over, with 75% of videos in all Q4 creatives set to auto-play which have also been included in video completion rate calculations, and smart video expandable banner completion rates topped 70% in the Q4. For user-initiated video ads, the highest video play rates were in the automotive and entertainment vertical near 18%.
In its annual ad agency survey, BrightRoll finds that in the last year, 48.3 % of agencies said a majority of their RFPs (requests for proposal) included a video ad component. That is a huge jump, compared to 38.1 percent in 2013 and 30.2 percent in 2012.The numbers show how online video ads are becoming mainstream and that 2014 was a fantastic year for online video advertising. The survey results also say that 72 percent believe that online video advertising is as or more effective than TV spots, and only 18% think otherwise. 22% of agencies plan to devote the majority of their digital video budgets to programmatic ad buys in the next 12 months, compared to 6 % they had in plain during the last year’s survey.
Ad tech provider, This Technology, Inc. announced covering key dynamic ad insertion (DAI), which helps MVPDs deploy flexible advertising architectures. The patent helps user to identify dynamic advertising inventory and define attributes like ownership, length and interactivity and it can be used for targeted advertising delivery. That provides fully-monetized content for MVPDs and programmers, regardless of either’s choice of ad decisioning system or video delivery platform. This Technology, founded in 2006, allows MVPDs and programmers to monetize and deliver content to any screen. The company’s success lies in defining and delivering innovative solutions that support the video advertising market’s rapid pace of change.
According to Tubular Labs announcement, Super Bowl-related content, uploaded to the web across more than 30 platforms, broke the 1 billion view mark on Feb. 3, 2015. YouTube had the income of 368.1 million from these views or 34.9 percent of the total. The top 5 videos hosted on YouTube were created by brands, and the most popular videos were Budweiser’s “Lost Dog” and Clash of Clans’ “Revenge”. The views come from 42,000 videos published by 22,000 creators for an average of 8,738 views per video. Facebook had 321.8 million views, which is 30.5 percent of the total. The most popular video was, again, “Lost Dog” from Budweiser. Other three videos were movie trailers, and one is a parody of the Cialis commercials featuring the New England Patriots.These views come from 2,161 videos published by 1,116 creators. Seems like video advertisers did embrace this “Super Bowl” opportunity.
Here some interesting fact for advertisers- make your ads more informative. According to Mindshare North America’s Culture Vulture trend report, the number of Americans that are interested in products and services that will benefit them by making their daily routine more simple, increased from 31% back in 2012 to 42% today. So consumers want more details about the product to figure that out. On the other hand, advertisers clearly didn’t get the message last year, cause the percentage of Americans who say advertising helps get more info about products and services has dropped from 52% in 2005 to 41% in 2014.