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22-05-13 by Dan Watt-Smith
The Evolution of Online Video
No one would deny that online video has really taken off in the last few years – from short-form UGC to full-length TV Catch Up, video is now an integral part of the online experience. According to a recent report (http://www.experian.com/blogs/hitwise-uk/2013/03/26/online-video-exceeds-1-billion-visits-a-month/), video now accounts for 5% of all UK internet usage, and visits to online video sites have grown 70% since 2011. It’s also bucking a recent trend showing a decrease in the average visit duration. The average visit to an online video site is now up to over 18 minutes from 15 minutes just a year ago.
Another major trend is online video being distributed across multiple devices and platforms. For publishers looking to increase engagement levels with users (and indeed for brands looking to partner with these publishers) the proliferation of platforms, increase in demand and change in consumption habits poses a complex challenge. I was recently joined by our friends at Twofour and MediaCom at a Yahoo! Breakfast Club event to discuss the evolution of online video and the challenges and opportunities associated with it.
The main areas for discussion included these changes in viewing habits and the need for deeper engagement around online video. Across the industry, from editors and producers to brands and ad buyers, engagement has increasingly become the measure of success – the duration of a viewing session, the number of shares and likes, the volume of returning visits - rather than just a high volume of video “starts”.
Increasingly we’re looking at video as the starting-point for a broader experience - the beginning of a conversation or the introduction to a theme around which we can build a community or link to related content. We rarely see it as an end in itself. This is one of the reasons why brands are so keen to produce video – it can genuinely engage and retain an audience when it’s done properly.
The blurring boundaries between online video and TV was also a key area of discussion. Online is becoming a popular platform for original series partly because of the flexibility it offers publishers and the talent alike. The series House of Cards, starring Kevin Spacey and exclusive to Netflix, was rumoured to cost around $100 million, but there are also many less high-profile examples of original content being exclusively launched online.
When it comes to branded video, cut-through is an issue that needs to be addressed. On TV you are inheriting an audience. You may see a drop‑off of that audience, but you aren’t starting from a standing position. Online, if you don’t have the promotional support of a platform or some other key traffic driver like recognisable talent, you face a major challenge – how do you reach an audience? This is why Yahoo can afford to invest in video, and why brands are keen to partner with us when they invest in video. The key advantage we have is editorial integration. It’s important that content fits in well with our existing audiences and editorial strategy. A good example of this is How Money Works on Yahoo! Finance, a series which helps answer your burning questions about how money and the economy really works. We promote it on the front page on a given day each week, and it frequently surfaces as related videos within finance articles. We also promote it on the finance page the whole time. There is no strong-arming of our editorial team to achieve this level of promotion. We do not think of the series as branded content – it’s something we believe in and our audience has clearly responded to. We think of it as excellent programming that we want to be associated with, and that we want everyone who comes to Yahoo! and is interested in that subject to see.
We have been investing in original content and will continue to do so through developing and commissioning content ourselves as well as developing relationships with major production companies and distributors, looking at co-productions in and around TV series. This is a longer process, but it’s very exciting and we are seeing real interest in this area from the UK’s very healthy production community. But whatever the business model, the focus is always on engaging our audience, whatever the content. This is a summary of the event discussions and our thanks go to Rachel Moss at Twofour and Geoff de Burca at MediaCom, for their helpful insights.
23-04-13 by Yahoo! UK Team
Still time to enter Yahoo!’s Young Media Stars
Time is running out to enter Yahoo!’s Young Media Stars Contest for the chance to win industry recognition and a trip to Cannes Lions, but you still have a few days left! Open for entries from earlier this month until 30th April, the third annual Young Media Stars competition aims to recognise the industry’s top up-and-coming young digital media professionals from around the world, and is open to entries from the UK for the first time. The prize for two winners is an all-expenses paid trip to the Cannes Lions International Festival of Creativity in June as guests of Yahoo!.
Celebrating its 60th anniversary, Cannes Lions is one of advertising’s elite events and brings together the top creative minds from around the world. At Cannes, our three Young Media Stars will attend educational sessions, network with Yahoo! executives and industry leaders, and wine and dine in style on the famed Cote d’Azur.
The Young Media Stars Contest recognises rising talent in the advertising world and aims to provide a platform where young professionals can share their experiences and perspectives. This year’s judging panel of agency execs are looking for bright and creative professionals, who are under 35, in account handling, media, or creative roles with strong knowledge of the industry. Nominations are open until 30th April, and the nomination form is available here. Young professionals can also submit a short video (no more than 90 seconds) via Flickr to elevate their candidacy. The competition is open to entrants in the US, Canada, Brazil, Argentina, Mexico and the UK.
For rules, FAQs, and tips for entering, visit the registration page. To see what it takes to win, check out videos from last year’s Yahoo! Young Media Stars, Marisa Wong and Mike Murphy.
22-08-12 by Patrick Hourihan, Head of Trade Research, Yahoo! UK
Branded content online – the key to emotional engagement?
Online is well-known for performance marketing, with online display spend surpassing £1bn for the first time last year (according to the IAB). Performance budgets shifted online long ago, but we are now also seeing an increase in brand-driven online campaigns. Brands are increasingly looking to engage with audiences emotionally, in an attempt to alter and enhance their brand perceptions.
The consequence of this is that premium branded content is becoming an increasingly common investment –online sponsorship has grown by 66% over the last two years, according to the IAB/PWC UK ad spend annual report. This is no surprise as, when done well, interaction with branded content can create a value exchange that consumers and advertisers both benefit from.
As a research professional, this has been an area of interest for me for a while and from a brands’ perspective, to truly create emotional resonance with a consumer, you need to deliver a message that impacts on the subconscious. There has been little insight into how this manifests itself from a digital perspective, which is why at Yahoo! we have explored this in our latest research study, Subconscious Storytelling. By testing case studies of branded content from leading global brands including McCain and Shell, it measured both the conscious (or rational) and subconscious (or emotional) impact that can be derived through brand partnerships in digital, as well as the longer term impact through truly integrated campaigns.
Key findings from the study included:
- Online branded content is 47% more likely to deliver consumer value (e.g. entertainment, incentives) than social media sites
- Integrated branded content executions delivered 39% greater subconscious impact than offline campaigns
- There is a 79% uplift in ‘brand closeness’ for integrated online and offline campaigns, versus offline on its own
- Digital branded content is as good at driving awareness and consumer value as TV sponsorship
There were also five key themes revealed, which could be very useful for brands:
- A beginning, a middle and a never-ending – Unlike other platforms, digital branded content is unrestrained by time, it can run for months and be constantly available for any user to access at any time, which allows a deeper engagement with consumers
- Brand values and the moral of the story – Brands must ensure that the idea at the heart of their campaign will connect in some way with the shift in values that the campaign is trying to create. This will be dependent on the strength of creative, content fit, and how persuasive the execution is
- Stories in context – Like any creative approach, there must be a natural fit for the brand and the content otherwise there is a risk of consumers finding the link tenuous and not engaging as a result. A recent example of a natural fit was Canon's EOS Adventures campaign with Yahoo! across Europe that aimed to appeal to entry level DSLR camera users. However, an opportunity fit is also a potential context, with brands creating a link through an extending and powerful campaign, for example, Diet Coke’s association with fashion through its Style it Light campaign.
- Collaborative storytelling – Integrated, multi-platform branded content will deliver a greater impact on target audiences as opposed to content through just one channel – Brands should look to replicate content across channels, rather than just communicate it. For example, TV content may see a greater impact when also delivered as online video
- Long-form storytelling on the web – The overwhelming theme is that in-depth digital branded content is having a clear emotional impact and can be the key to engagement that advertisers are looking for
One thing is certain – as advertisers’ need for true engagement increases, premium branded content can help satisfy the needs of both advertisers and consumers. It’s not just enough to keep this at the front of mind though, as brands must also understand the value exchange that both sides benefit from through engagement with this rapidly evolving area of digital advertising.
24-07-12 by Krane Jeffery, Director, Yahoo! Studio UK
Gearing up for the Games
With the Games now only a matter of days away, we are really feeling the buzz here at Yahoo! London. Not just in terms of witnessing the greatest sporting event in the world on our doorstep, but also through our fantastic brand partnerships.
We have just launched the new Fan Hub section within our coverage of the Olympics in partnership with Heineken, the official beer of the Games, which I’m sure you’ll agree looks fantastic. The Fan Hub enables Heineken to promote its ‘Celebrate 2012’ positioning, being all about the fans, throughout the Games, and there’s a lot more content to come.
The partnership will move to the next level in terms of innovation once the Games start, because we will be syndicating the best of the Fan Hub onto Heineken’s digital outdoor media campaign across London, with up to five dynamic updates per day. So if you’re in town during games time, look out for these updates in key stations including Liverpool St, Charing Cross and across the Underground network.
In addition to this deal, we also have two other major partnerships around our coverage of the Olympics. We have partnered with official sponsor of the Games, Procter & Gamble, for its global Team Mum campaign running across 12 countries promoting its partnership with the Games and the P&G brand positioning, ‘Proud Sponsor of Mums’ – a clever and cost effective way to get close to the talent and the journeys that the athletes go through as they strive for success. This plays out really well in our ‘Mumumentary’ video series within Lifestyle.
British Gas has also sponsored Yahoo!’s coverage of the swimming events, taking advantage of British Gas’s status as the principle partner of British Swimming. We’ve also worked with retailers on pre-event campaigns which for them have been a key sales driver of games-related products.
These partnerships demonstrate the broad spectrum of solutions that Yahoo! can deliver against very different objectives – using branded content to truly engage audiences and drive positive outcomes.
Disclaimer
Olympic, Olympiad, the Olympic rings, Faster Higher Stronger, Citius Altius Fortius and related marks are owned by the International Olympics Committee, the London Organising Committee of the Olympic Games and Paralympic Games, or their related entities. This site is neither endorsed by nor affiliated with any of these entities.
20-07-12 by Sue Hunt, Director, Right Media Exchange, Yahoo! EMEA
The mobile potential for RTB
Has 2012 been the year of mobile so far? That’s what it was billed as, and among the online ad industry, real time bidding (RTB) was also earmarked for rapid growth. Now, some people are dubious about these kinds of predictions and it’s not surprising – let’s face it the last three or four years have been predicted by many to be the ‘year of mobile’. But not only are these two predictions looking like they’re not too wide of the mark, we could also soon see mobile and RTB collide and make waves in the industry!
There are plenty of critics of RTB who will point to the low percentage of UK ad spend it accounted for last year (around 10%). I sit on the other side of the fence here so will obviously disagree, but let me explain why this view is off the mark.
Whichever viewpoint you take though, you can’t really ignore or deny the growth that’s occurring - the uptake of RTB in the US has increased by 140 to 150% year-on-year over the last couple of years. As with many things – technology, TV, fashion – the trends in the US are a good indication of what we can expect in the European market.
In a recession, performance and efficiency is always going to be valued highly, and this growth has largely been driven through RTB allowing advertisers to reach their audiences efficiently, and easily demonstrate performance through strong analytics and optimisation techniques – whether based against views, clicks, engagement, etc. whatever success looks like to your brand.
Then we come to mobile, and you certainly can’t ignore this if you’re looking to get the most out of your advertising strategy – there are said to be over 60 million mobile phones in the UK and half of these are smartphones (and that’s before you throw tablets into the mix). At Right Media Exchange we launched RTB capabilities to further drive performance for advertisers and it is important that the same performance capabilities are also made available on mobile, which we launched yesterday – including targeting by device, browser, OS and Wi-Fi connection – to create efficient, cross-platform opportunities, all with the same capabilities and workflow as our current offering.
You can read more on Right Media’s new capabilities to boost mobile targeting, reporting, RTB and campaign creation in a post on the Right Media Blog.
05-07-12 by Robert Bridge, Senior Director, Head of Marketing, Yahoo! EMEA
Success in the South of France
Cannes Lions always involves a great mix of sun, sea, celebrities and the serious business of the creative industries, and 2012 was no exception. It’s been a couple of weeks since the end of the Festival of Creativity, which is a highlight of the media, marketing and advertising calendar, partly because of the glamorous guests it attracts.
The big names to speak or perform this year included Bill Clinton, Elton John and Mark Ronson and we even saw a cameo appearance from the most original of the Mad Men himself, Don Draper (actor Jon Hamm who plays the character in the 1960’s US ad agency drama, Mad Men). While former President Clinton urged the creative forces in attendance to use their influence to help solve the world’s problems, the industry names who took to the podium were similarly inspiring and as insightful as ever.
As much as I’ve made it sound like the LA of Europe, this week in Cannes is not all celebrities, parties and rosé - even the last to bed were up early for the conference and numerous meetings. The journalists covering the event found themselves as busy as ever with Twitter unveiling its new logo, WPP acquiring AKQA and the announcement of the Cannes Lions Awards winners, among the major stories to break in this week.
Cannes has also been great for Yahoo! as a business this year. We had an incredible number of senior-level meetings, showed off some of our amazing new products, and talked about our major partnerships with ABC and CNBC. Since Cannes we’ve announced two further deals, this time with Spotify and Clear Channel - we’re building some real momentum.
The highlight of the week from a Yahoo! point of view though has to be our interim CEO, Ross Levinsohn, taking to the stage with Publicis’ CEO, Maurice Levy and Marc Pritchard, global marketing and brand building officer for Procter and Gamble, with our position as a technology-driven media company being strongly endorsed by these two industry heavyweights.
03-05-12 by Zen Liu, Ad Technology Manager (Consultancy), Yahoo! EMEA
The changing landscape of online ads and rich media
Rich media as a concept can be difficult to pin down as people often tend to understand it differently. The best definition I’ve found is from the IAB: “Rich media is separate from basic animated ads by requiring interaction aside from the ability to click through”. So, my take on it is that rich media is not defined by any ad format or feature; rather, it is defined by its empowerment of the user to interact with the ad beyond clicking through to the landing page.
For this reason, I believe rich media should be part of any online advertising activity because the ability for real-time interactivity is natural and unique to the online medium. Through rich media interactions, the user consumes the advertising content immediately, at his or her own pace and with a wide choice of content to interact with. This differentiates online advertising from other types of media advertising. But, rich media is not as ubiquitous as you would think. As a genre, it is often used as a special treat; even more often, it comes with the baggage that it must be loud, intrusive, expensive, heavy, resource-hungry...
However, we’re definitely seeing this view of rich media changing both at Yahoo! and in the wider online display industry. Specifically, I’d say there are four top trends to watch in the rich media space.
Template driven
By templates, I don’t just mean providing Flash templates to help creative agencies produce assets to hand over to the publisher or vendor. Rather the ad canvas itself and the way it is used is programmed into a template. Also included in the template would be best practice and relevant publisher knowledge. This means that with only a few core pieces of creative assets advertisers can get more out of the creative canvas with much less effort than rich media ads today typically require. This lowers the barrier to entry to rich media for the advertiser and at the same time gives the creative the best chance to perform, using the publisher’s knowledge of their space. It should make rich media cheaper, easier, faster and a lot more effective.
A good example is the 3D Brochure, the brain child of one of the developers on the Ad Technology team at Yahoo! EMEA. It requires very simple assets: three images or PDFs for the brochure cube, logo for the background navigational bars, and standard images for the inline roadblock. This is extremely cost-effective for any advertiser who also does print: catalogues, brochures, leaflets as they can use the same creative assets both online and offline. And the result is a high impact, large and interactive rich media execution done in half of the time for a comparable ad product.
Universal
Rich media has often been done in Flash and in fact Flash made rich media possible. This will change as the buzz word now is of course ‘HTML5’. But the importance here is the change in thinking - people now see that rich media is possible outside Flash and more specifically inside native, standard technologies supported by the browser. So Flash’s monopoly of rich media delivery with an auxiliary role from JavaScript and HTML will give way to a new rich media world order consisted of ‘HTML + CSS + JavaScript’, all native standards that are supported by all modern browsers. So ads, including rich media ones, will be served online in the same way that consumer content is delivered today. This will mean that virtually all users can experience rich media, no matter what device they are seeing the ad from.
Because all the technologies are native, not having Flash or any external plug-ins installed will not be an issue. With technologies like Node.js, even users with JavaScript disabled could be served the same rich media experience. So every user gets the same experience, the same interactions and the same brand message andadvertisers get what they pay for!
Modular
This trend is perhaps the most developed of the four trends I’m highlighting. Advertisers are becoming increasingly sophisticated in their online activities and they are producing and utilising ever more marketing content online - commercial videos, product images, real-time feeds, tweets, games, Flickr competitions and so on. To cope with this, rich media ad formats are becoming modular in the sense that they need to present each type of content as demanded by the advertiser.
Yahoo!'s Shuffle Box is a great example. So far it supports video, gallery, storytelling, Twitter and RSS feeds for the advertiser to mix and match. But it is not hard to imagine a Flickr feed rather than a static gallery, a map module to show the nearest stores according to a user’s location, a game module that connects a user to others looking at the ad at the same time.
Better yet, it is not hard to build one of these for an advertiser. With a template in place, the advertiser can just provide a video, some images and its Twitter user name and very quickly it has a rich media ad online that sits as branded content wherever it wishes to on the Yahoo! network. And because the template is in HTML5, this is a universal ad that can be seen by users on all three screens!
Storytelling
As the last three trends I talked about demonstrate, it is becoming easier and cheaper to produce good quality rich media ads for more advertisers. The age-old method of starting the user story through the ad interacting with the page content is now built into the 3D Brochure template and therefore available to all. The Shuffle Box embeds the advertisers’ content as branded content in a stroke.
So, the best rich media ads need to and will get better. This is something we should learn from TV – that 60 second clip can sometimes move you to laughter and tears; it can make you think and change your belief; it can even spur you into action. Rich media needs to do the same and I believe it can give users an even better experience. Rich media does not just speak to the passive user, it can empower the user to participate in writing the story through cinematic, interactive storytelling, such as this concept our US colleagues whipped up.
With purpose-shot videos, intuitive user journeys and engaging content, all delivered by an intimate environment such as a tablet device, this sort of storytelling and story-writing will differentiate the best rich media ads from the rest. They will be more effective than any other marketing, online or offline, because they will elicit a more meaningful emotional response.
02-04-12 by Krane Jeffery, Head of Yahoo! Studio UK
2012 Outlook: Advertisers focus on true engagement online with branded content
2012 is in full swing now and we’re starting to get a taste of what advertisers are really focusing their marketing budgets on and what their priorities are for the coming months. In the digital space, true engagement seems to be the target. Consumers are looking for richer content and want to be entertained, informed and educated online. They’re expecting far more from advertisers especially with the explosion of social media over the last few years. With this in mind, advertisers are looking at branded online content solutions to fuel engaging conversations around their brands.
Fuelling true engagement with branded content
Yahoo! Studio works with lots of leading brands on solutions that deliver both personalised and contextually relevant branded content to the right audience in meaningful numbers. This reinforces brand perception through the creation of engaging and creative campaigns. We’re definitely seeing a trend of advertisers spending more on these types of campaigns to gain true engagement with their target audiences and less on traditional formats.
A recent example includes Canon's EOS Adventures campaign across Europe that aimed to appeal to entry level DSLR camera users. Their fully branded ‘Essentials of Photography’ area on Yahoo! News provided expert advice and tips on how to make a start with DSLR photography and included fun videos and a competition which both educated and entertained their audiences. Users were also encouraged to engage socially via Flickr where their photos could be uploaded and reviewed by photography experts. The Canon site attracted over 2.7 million visits, where users spent an average 4 minutes online and uploaded 83,000 photos tapping into Yahoo!’s community of users that have a strong sense of affiliation to the site. The branding was not simply dropped onto the site, it was an integral part of the content and tailored to what our viewers wanted to read.
The growing relationship between Social Media and Branded Content
As advertisers pile more and more investment into building their presence on social media channels, there’s a constant need to keep the conversation interesting and relevant. Giveaways and competitions are always good performers because everyone likes something for free but I think that relevant, useful, fresh and entertaining content creates more meaningful engagement. Why? Because everyone likes to interact with content that feels relevant to them. Branded content gives advertisers something to talk about that’s relevant to their audience and when integrated with a social campaign can help increase reach. Features such as Social bar can help drive up user engagement by recommending an advertisers’ content on Facebook. Whilst the advertiser’s existing Facebook community can be driven to the campaign site for more fresh content.
The increasing use of video content
So much has been written about the proliferation of video consumption online but it’s a reality, and growing exponentially. The added benefit of video to the advertiser is that it is a far more emotional medium - you can convey so much more in a piece of video than you can in standard display formats like banners and MPUs. There is a huge opportunity here to target what we call people ‘video snacking’ – casual browsing, users looking for short form video content.
That isn’t to say ‘if you make it, your audience will come’, as the rules of online content dictate what you publish must be either entertaining or educational to gain a truly dedicated audience. An example of the latter is the partnership that Yahoo! France did with car manufacturer Dacia. The branded area on Yahoo! Actualités (News), called ‘Vos meilleures idées’ (Your best ideas), is filled with crowd sourced tips, ideas, plans and experiences on how you can live a better life and it’s presented predominantly in video format. This type of campaign can also help brands achieve real community interaction.
Overall, we’re seeing brands focusing more and more of their budgets on premium branded content. These campaigns tend to run for longer periods of time and aim to truly reinforce the brand messages in ways that resonate with their target audience. With this trend increasingly taking shape, it would be interesting to see how brands will use traditional display formats and Direct Response (DR) advertising in the future. But this is a topic we’ll need to cover in another blog!
23-02-12 by Nick Hugh, Head of Yahoo! DR EMEA
2012 Outlook: How is real time bidding changing direct response advertising?
Since the first real time bidding (RTB) exchange platforms were introduced a few years ago, there have been changes occurring in the online advertising industry. Today it successfully delivers billions of monthly impressions for advertisers, but how is it really changing the industry?
In my view RTB has grown rapidly because it benefits everyone. It means improved yields for publishers; increased returns on ad spend for advertisers; improved client performance and the next step towards an automated sales process. Reduced costs and improved efficiencies are powerful incentives as well.
It currently represents a small percentage of overall online EU ad spend, but the uptake in the US over the last couple of years is a good indication of what we can expect in 2012 and beyond. The expected growth in RTB spend this year in Europe is likely to follow the same trend as in the US last year – 140 to 150% growth year on year (Source: IDC, 2011)
Trading desks and small agencies
From what I’m seeing in the market currently agency trading desks are really leading the charge with RTB and there’s no doubt this trend will continue, but alongside that the smaller agencies and independents are able to move faster to take early advantage of the opportunities that real time offers. They may be working with smaller budgets but they are nimble enough to capitalise on this advanced form of ad buying.
Skills to deal with data
One way I’ve seen the industry change is the technical ability of those entering it. New recruits to this sector are now likely to be astrophysics and expert mathematics graduates; such is the level to which RTB and data-based audience buying draws on ability to work with numbers. Whilst I would not go so far as to say that human relationships are no longer important, we are seeing a trend of an automated trading layer being introduced.
Direct response advertising is never going to be ‘plug and play’ and has always been heavily built on data, but RTB exacerbates this further and is the reason why we’re seeing so much technical ability coming into the industry. Many in our optimisation team are maths and science grads, and we see agencies valuing these kinds of skills too. There is always going to be a place for an optimisation specialist who understands the advertiser’s objectives, knows how to analyse user behaviour and has access to data and targeting opportunities that can be utilised to create bespoke segments for advertisers.
Yields for publishers
I mentioned earlier that RTB has meant improved yields. There was a fear in the market from the publisher side that RTB would deflate their eCPM (effective cost per thousand) which is used to measure the effectiveness of a publisher’s inventory being sold. But actually the reverse is happening based on the richness of data on audiences available and the quality of demand from advertisers.
Looking forward
RTB continues to grow significantly and all the statistics attest to that point. Those involved need to be aware that once you move into an RTB world, one of the key distinguishing factors will be data. There’s lots of third party data out there that can be bought in the open market where some of the data will become de-facto requirements. However, in my opinion, true differentiation will come from media buyers (or anyone providing services to end clients) who can harvest their own data for the purposes of targeting more effectively. There are numerous examples out there that I’ve seen, but certainly here at Yahoo! we spend a lot of time and effort refining our own data modelling and harvesting. 700M+ users globally creates a lot of data – and products such as true search retargeting (where we own user query volume - unlike many others), lookalike modelling of fully-declared information and more which are critical advancements for us in 2012.
Of course, the big flaw remains – if everyone is being judged on a last click / view model, then data mining to help drive more value further up the funnel (prospecting) is largely negated in value as retargeting scoops the last click or view. Obviously the attribution model needs to be addressed, but that’s a blog for another day….
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