Video Marketing Analytics Leveraging - For Brands
Jul 26, 2015
One of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.
For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.
So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.
Video MarketingAnalytics
Leveraging
- For Brands
Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.
01.................................................
EXECUTIVE SUMMARYOne of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.
VIDEO ADVERTISING ALLOWS BRANDS TO TAP INTO THE PSYCHE OF THEIR CUSTOMERS, INFLUENCE EMOTIONS AND CREATE AN INDELIBLE IMPRESSION.
For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.
So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.
Digital Media Usage Snapshot 2015
Digital Video consumption continues to grow...
Digital video viewers
203.8Mup 4.2% from 2014
All mobile phonevideo viewers103.1Mup 13.2% from 2014
Smart phone video viewers
102.2Mup 13.9% from 2014
Digital TV viewers
153.4Mup 7.6% from 2014
2015 2014
Mobile phone gamers
166.8Mup 13.2% from 2014
64.8% of mobile users
Digital movie viewers
112.5Mup 7.4% from 2014
Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.
One of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.
For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.
So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.
The Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.
● ANALYTICS CHALLENGE
The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.
● PERSONALIZATION CHALLENGE
One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.
Video ads now span multiple display devices and come in several different formats.
Online Video - A Statistical Snapshot
83%
Top consumers:
18-24 year olds
Everyday, 75million U.S. internetusers watch videos online
Averagenumber of videos:
213/month
Average viewing
time: 19.2 hours/month
of U.S. Internet users watch online video at least once per month
Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.
While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.
One of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.
For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.
So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.
CHALLENGESThe Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.
THE BOUNDARIES BETWEEN MEDIA VEHICLES HAVE COLLAPSED CHANGING THE WAY CONSUMERS SEARCH, CONSUME AND SHARE CONTENT.
02.................................................
● ANALYTICS CHALLENGE
The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.
● PERSONALIZATION CHALLENGE
One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.
Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.
While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.
The Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.
● ANALYTICS CHALLENGE
The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.
● PERSONALIZATION CHALLENGE
One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.
The Analytics Pyramid
Beyond Descriptive Analytics
Differentiate yourself by moving upthe Analytics value-chain
Add Forecasting to your Analytical arsenal
PERFORMANCE DIAGNOSIS RESEARCH
SKIP
DESCRIPTIVE
PRESCRIPTIVE
PREDICTIVE
PROGRAMMATIC
While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.
WATCH
The Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.
● ANALYTICS CHALLENGE
The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.
● PERSONALIZATION CHALLENGE
One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.
Youtube – The Online Video Behemoth
Youtube your way toOnline Video Marketing success
6 BILLION
ours of video arewatched monthly
56 COUNTRIES
Post content in 61 languages
1BILLION
unique users visitYouTube each month
100SOF MILLIONS
YouTube is now being accessedfrom hundreds of million devices
2LARGEST
search enginebehind google
100HOURS
of video are uploaded every minute
17PERCENTAGE
of all internet traffic flows through YouTube
25PERCENTAGE
of views globally arefrom mobile devices
nd
While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.
TechnologyEvaluation
Factors
03.................................................
SO WHAT NEEDS TO BE DONE?Brands need to change their perspective of what analytics can offer them. Brands must begin by clearly identifying their analytical goals. For example using predictive analytics, brands gain a foresight into what their customers seek and offer it to them when they want. Be it informational content, product demos or ads via video, predictive analytics can bring relevance and context into a brand’s advertising ecosystem.
BE IT INFORMATIONAL CONTENT, PRODUCT DEMOS OR ADS VIA VIDEO, PREDICTIVE ANALYTICS CAN BRING RELEVANCE AND CONTEXT INTO A BRAND’S ADVERTISING ECOSYSTEM.
A macro level audience report is not greatly beneficial. Typical analytics and report interfaces from media platforms are focused on reporting on ‘what happened’ / MIS. Further the reports are organized from a perspective of the platform not the end users.
With predictive Audience Analytics, accurately predicting customer behavior is straightforward. It supports you in making the best decisions based on your data, and lets you determine which Ads / Programming Content your customers are likely to want next. In addition, the value of each viewer at an individual or household level can also be calculated along with risks, allowing you to create tailored, personalized communication.
The identifying of a suitable analytical partner who can reconcile their goals and existing capabilities is the need of the hour. By approaching an experienced analytics organization, brands can utilize their customer data to uncover new insights, leverage customer preferences and gain the buy in of their customers through video advertising. Individual service provider and network reports fail to reflect opportunities latent or explicit that exists in the market.
OrganizationEvaluation
Factors
VendorEvaluation
Factors
Organization/ Vendor
Fit
Evaluate the You-Your Analytical Partner fit through various angles
IDENTIFYINGAN ANALYTICAL
PARTNER
A macro level audience report is not greatly beneficial. Typical analytics and report interfaces from media platforms are focused on reporting on ‘what happened’ / MIS. Further the reports are organized from a perspective of the platform not the end users.
With predictive Audience Analytics, accurately predicting customer behavior is straightforward. It supports you in making the best decisions based on your data, and lets you determine which Ads / Programming Content your customers are likely to want next. In addition, the value of each viewer at an individual or household level can also be calculated along with risks, allowing you to create tailored, personalized communication.
Decisions
What will happen?When will it happen?
Why will it happen?
How do webenefit from
these predictions?
How will thesedecisions impacteverything else?
Predictions
Effects
Predictive Analytics for Better Decision Making
Predict future outcomes, suggest actions to benefit from predictions and show the
implications of each decision option
PREDICTIVE ANALYTICS
ABOUT XERAGO04.................................................
Xerago is a new age marketing solutions company with a footprint across Asia Pacific, now making its foray into USA. Clients include Citi, DBS, HDFC Bank, SM Retail, Celcom, Starhub, Intel, BharatMatrimony, and a number of other market-leading and start-up brands.
CHENNAINo # 3, 17th Avenue, Harrington Road, Chetpet, Chennai – 600 031
Ph: 91-044-42960800Fax: 91-044-42960801Email Id: [email protected]
MUMBAINo # 1005, 10th Floor, Ellora Fiesta Plot No:8, Sector-II, Sanpada, Navi, Mumbai - 400 705
Ph: +91-22-27759615Email Id: [email protected]
USA# 1670 S Amphlett Blvd, Suite 214, San Mateo, California 94402, USA
Ph: +1 650-260-4350Email Id: [email protected]
SINGAPORENo # 105 Cecil Street, # 11-00,The Octagon (Office Suite 1107),Singapore-069 534
Ph: 065-9006 2077Email Id: [email protected]
To learn more about Customer Value Maximization and how it can help you,contact your nearest Xerago office.
Creates coherence to transform your marketing
Identifiesimplements and manages the technologies that power your marketing
Measuresand analyzes the impact of your marketing
Managesyour marketing programs to help accomplish your goals
Portal ManagementDigital & Mobile Marketing1-to-1 Marketing
Social Media MarketingInbound MarketingXerago