Embracing Video Network Options

Emineo Media Online Video

More than 180 million American consumers tuned in to online video in September, watching nearly 40 billion videos and spending almost 20 hours each within the video space. Still, less than 20% of that time is from video advertising. As video space expands, advertisers look to capitalize. Emineo Media Online Video

According to comScore the top video properties remain Google/YouTube (378 minutes per viewer), VEVO (60 minutes per viewer) and Microsoft Sites (39 minutes per viewer), but social networks like Facebook are beginning to push more video content.

comScore also reports:

• 85% of Americans engaged with online video (September)
• The average video length was 5.3 minutes
• The average video ad length was 0.4 minutes

A new report from Eyeview and KAYAK finds that personalizing the video space can improve brand-based metrics. They tested personalized online video ads and found that personalized and relevant ads increased purchase intent 37%, brand favorability 100% and brand loyalty 73%. In fact about two-thirds (66%) responded favorably to personalized ads while only 12% had a negative response.

So why aren’t more brands pushing into the video space? They’re trying, finds data from BrightRoll, and advertising networks and exchanges are helping. Advertising exchanges are becoming a more popular choice for brands wanting to enter the video space but still a lack of standardization within the video space makes some video advertising squeamish.

Other interesting findings from BrightRoll include:

• Three-quarters of publishers sell 20% of video ad space through networks
• Two-thirds of publishers believe CPMs will increase about 15% through Q4 2011
• Lack of standardization is keeping many (40%) from video advertising

“Publishers are increasingly embracing video networks, as well as their even newer counterpart ad exchanges, because of their ability to drive significant revenue,” was written in the BrightRoll report.”

Source Biz Report

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Brands Follow the Bird

Emineo Media follow-me-twitter-bird

A study conducted by Constant Contact and research firm Chadwick Martin Bailey, analyzed the behavior of 1,491 consumers ages 18 and older throughout the U.S., and revealed a number of details about how people interact with brands on the world’s beloved 140-character social network. People who follow brands on Twitter are more likely to both buy and recommend those brands’ products, according to a recent study of online consumer behavior.Emineo Media follow-me-twitter-bird

So, just how powerful is the Twitter connection between consumers and businesses? The study found that 60% of brand followers are more likely to recommend a brand to a friend after following the brand on Twitter, and 50% of brand followers are more likely to buy from that brand.

These findings mirror those from a previous report, detailing how consumers interact with brands on Facebook. The study found that 56% of consumers said they are more likely to recommend a brand to a friend after “Liking” a brand on Facebook, and 51% of consumers said they are more likely to buy a product after doing so. The findings from both studies seem to show that customer loyalty is about the same across both social networks.

Any increase in customer loyalty is great news for brands, especially those lucky enough to make the coveted list of followed companies. According to the study, though, the chances of making that list are slim, as only 21% of Twitter users follow brands on Twitter, and of those, 79% follow fewer than 10 brands.

If your brand makes it to that highly sought-after status, you’re in for the long haul — a whopping 75% of respondents claimed that they had never unfollowed a brand on Twitter. This finding, though, contradicts a previous study, which claimed that 41% of consumers have unfollowed a company on Twitter. The trend seems to favor longevity in both studies, however. If a user opts to follow your brand on Twitter, it’s more likely they’ll continue following, rather than decide to unfollow.

When it comes to a consumer’s decision to follow brands on Twitter, exclusivity and access to promotions reign. Here are the top five reasons given by respondents:

64%: I am a customer of the company
61%: To be the first to know information about the brand
48%: To receive discounts and promotions
36%: To gain access to exclusive content
28%: To receive content/information to retweet and share with others

For the most part, brand interaction on Twitter is still largely a one-way process. While 84% of followers read tweets posted by the brands they follow, only 23% claim to tweet about the brands they follow.

The study also found that Twitter users are frequent Internet users overall — 50% of Twitter users in the study reported going online more than once per hour. Of Facebook users, only 34% of respondents reported going online multiple times per hour. Facebook and Twitter users both outpace the average Internet user, though, as only 29% of overall users that do not have Twitter and Facebook accounts reported logging on many times within an hour.

Twitter users even use Facebook more than users who stick solely to Facebook — 60% of Twitter users use Facebook more than three hours per week, compared with 49% of Facebook users overall.

The study offered one final nugget of wisdom that should inform how brands on Twitter approach their content strategies — 67% of brand followers expect unique content from the brands they follow. So get to it, social media strategists!

Source: Mashable

See the complete constant contact study here:

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Social Business Is No Longer Optional

Emineo Media Social Media Marketing

The sudden prominence and popularity of social media has created an unfamiliar venue for businesses – a world packed with both opportunities as well as piEmineo Media Social Media Marketingtfalls. Done well, socially-designed programs can help create a community of loyal advocates; done poorly, you brand yourself as inauthentic, out-of-touch, and maybe worst of all, boring.

This is the first of an extended exchange on the slippery crosswalk between social media and brand communications. DISCLAIMER: this blog is not the latest entrant to highlight the shiniest new social network. Nor what social media experts are hyping or blowing up on any given day. The goal is to highlight material issues senior marketers and communications execs should consider as they make social practices integral to their business.
30 images Gallery: Social Media Overachievers

One thing is certain: social business is no longer optional. More Americans now get news primarily from the Internet over traditional news sources; the number of 18-29-year-olds citing the Internet as their main source of news has nearly doubled since 2007. Even more pressing to marketing leaders purchase intent is influenced more than ever by both positive and negative online reviews.

What’s on CMO’s minds as they go social? How do you create a first-rate social brand? And why does it matter? To answer these questions our firm, Weber Shandwick, partnered with Forbes Insights to find out more. We wanted to know how companies understand and plan their social efforts, and what emerging social leaders were doing right that other companies were missing. Not unexpectedly there’s a strategic gap to be addressed. Here are the highlights.

So let’s start with the good news. Companies no longer need to be convinced that an effective online presence is essential to their brand’s reputation.

The executives in our study, drawn from companies all over the world, attributed 52% of their brand’s reputation to their online social presence – and project that online sociability will account for 65% of their reputation in the next three years.

And the not-so-good-news.

While most companies have added social media to their marketing mix, only short list (16%) consider their efforts to be in their words “world class.”

In our study we find most businesses have trouble establishing clear goals for their social media strategy, rendering their efforts scattered and ineffective. Assessing impact remains a clear problem organizations need to come to terms with. Then there’s increasing complexity to navigate, one CMOs feel ill-prepared to address.

Companies that feel they get the most return from their investments are making real, authentic social engagement a central principle throughout their enterprise. They strive to maintain a constant interaction with their customers, learning from them directly what they want and don’t want on topics, products and experiences.

The key take-away here: for social media to be seen as successful, marketers will need to think beyond impressions, views and likes. And more about products, experiences and campaign ideas that have customer intelligence and preferences factored in.

In the coming posts, we’ll explore ideas and practices that show world-class potential. We also want to know about your social branding efforts. Are you really engaging with your customers – or are you boring them into your competitor’s arms? What brands are you most jealous of? Or have you decided to bypass social media for the most part, and if so, how’s that working out for you?

Emineo Media

Source Forbes

 

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