Jack Simpson says, “Attention spans are evolving, and by that I mean they’re shrinking. Halfway through writing that sentence my phone dinged and I saw a tweet pop up that looked quite interesting. 15 minutes of internet rabbit hole-diving later and I remembered I was supposed to be writing a sentence. I’m not alone in this, and one of the talks at our Creative Programmatic event last week that particularly interested me was from Innovid’s Tal Chalozin, who was there to discuss how video advertisers can cater for the modern-day online attention span”. Video ads: if you’re... [...]

Michael Guta says, “The impact of video in advertising is undeniable, and whether it is GIFs that are seconds long or longer formats, everyone is using video ads to connect with their audience. Twitter’s First View takes the popularity of video and lets brands share their message in a highly visible way with premium placement. While the market has many different outlets for brands to advertise with video, the benefit of using Twitter is it allows advertisers to insert themselves when an event is trending. Whether it is the Super Bowl, the Grammys or any other large event, Twitter video... [...]

Steve Gumm says, “I’m driving to an appointment and fly past hundreds of signs for local businesses. Billboards, store signage and small yard signs on corners covering the landscape, all begging for my attention. On my passenger seat, resting on the leather as if to beg for my attention like a puppy, is the mail from my office with a local coupon magazine filled with the names of businesses in my area. As I nestle into my chair and prepare to do research online I’m punched in the retina by ads of all kinds. It’s unavoidable. I don’t care. I ignore them all. Not on purpose as much... [...]

Lindsay Kolowich says, “Today, internet users have more control over what they look at online than ever before. To earn their attention, marketers like us have to create content that’s worthy of our audience’s time and emotional investment.But what’s the best way to cut through the clutter to make sure our content gets seen? Well, it helps to create content that’s poised to go viral, of course. For a piece of content to go viral, each viewer has to generate at least one more viewer, on average. The “super-sharers,” though, are actually responsible for... [...]

Nick Barber says, “Virtual reality and 360 videos continue to gain momentum, but one obstacle that could stop them in their tracks is the lack of an analytics standard. Virtual reality or 360 video (synonymous for this post) deliver immersive experiences. If you have never consumed VR video, imagine standing inside a globe with content flowing all around you. Video analytics can be robust, but 360 introduces new challenges. Instead of a “lean back” experience, viewers of VR video take an active role in deciding where to focus. This means that success can’t be defined by views alone.... [...]

Julia Jornsay-Silverberg says, “Facebook’s News Feed algorithm prioritizes video over other content types. As a result, video on Facebook (in the form of paid ads and status updates) is becoming an increasingly powerful tool that businesses can use to engage with their audiences and build brand awareness. Before jumping in and spending precious dollars on Facebook video ads, however, you should familiarize yourself with the process of creating videos, planning a campaign, and carrying it out. The following tools, tactics, and tips will help you get started. Tools Power Editor: Unlike... [...]

Julia Jornsay-Silverberg says, “Facebook’s News Feed algorithm prioritizes video over other content types. As a result, video on Facebook (in the form of paid ads and status updates) is becoming an increasingly powerful tool that businesses can use to engage with their audiences and build brand awareness. Before jumping in and spending precious dollars on Facebook video ads, however, you should familiarize yourself with the process of creating videos, planning a campaign, and carrying it out. The following tools, tactics, and tips will help you get started. Tools Power Editor: Unlike... [...]

Kate Moore says, “Nurture marketing allows you to engage with your B2B leads by providing relevant content until each lead is ready for Sales. It allows you to remain top of mind and accelerate the buyer’s journey by helping leads understand their business problem and how you can help solve it. Many decision-makers begin to research solutions before they are completely ready to make a purchase. It takes, on average, 10 marketing-driven “touches” to help a lead’s progress from the top of the funnel to the top line. Tracking lead interaction and response will allow you... [...]

Ben Davis says, “Dynamic creative in video is not yet commonplace, particularly in display advertising. The best creative minds in agency land are concentrating on other areas traditionally seen as more profitable. So, I thought I’d trawl around and find some examples of dynamic video creative. Alas, only two of them come from the world of display, but the others are mighty interesting nonetheless, and use similar technology. First up, a note about terminology. Truly dynamic creative in video is all about using HTML5 to automatically change one video dependent on viewer information... [...]

Ginny Marvin says, “As Facebook’s usage continues to skew more mobile, the company has been closely analyzing how behaviors on mobile differ from those on desktop. On Wednesday, Facebook announced several new features to make buying and measuring mobile video ads more effective. Facebook also laid out findings from internal and external studies on how video content is being consumed on the social network and offered suggestions as to how advertisers can get the most out of their campaigns. Here’s a quick rundown of some of the big stats Facebook has shared on video usage and performance: –... [...]