Tag Archive for: video advertising

Facebook Adds New Features to its Video Creation Kit

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On Tuesday Facebook announced new updates for its video creation kit feature. The updates are to give video advertisers more templates, editing options, and a new ‘save’ option. Facebook’s overall purpose of the new features is to optimize ad placement, while giving advertisers more support to create custom designs.

What is the Video Creation Kit:

Facebook released this feature back in August of 2018 with the mobile-first mindset, since it was becoming the most effective way to connect with customers. It enabled users to turn existing image and text assets into mobile-optimized videos framed in 1:1 for feed environments or 9:16 for stories on Facebook and Instagram. The template options are based specifically on what you’re trying to do for the product.

There are two 6 second video options if you’re promoting a product or selling multiple products. It allows advertisers to use keywords to generate interest and sales, or show a selection of products, promoting special offers. There are also two 15 second options to show product benefits or promote product discovery. You can highlight features, use case studies, explain how the product works, bring your brand to life, and share what makes it unique.

The platform gives those with limited video production staff or resources the ability to produce quality video advertisements. It’s most beneficial to small or medium sized businesses that may not have the tools or extensive knowledge on video production.

The New Updates:

Resizing Tool

Advertisers can now optimize the size of their videos for various ad placements. They say it only takes a click of a button to transform one video into many videos with multiple aspect ratios automatically for different places such as Stories or News Feed. Facebook says you will save time and be able to create videos that appear to be customized for each placement, without shooting additional content or having to edit manually.

Editing Options

Facebook has added new templates, including a single-image template with the option to add visually engaging motion, and 20 new fonts for text overlay. They have also added new event and seasonal stickers, such as Back-to-School season and Mother’s Day with more to come in the fall.

‘Save’ Feature

Before users were not able to start and stop projects whenever they wanted. Videos were required to be published in the same sitting as they were started. Now advertisers are allowed to save unfinished videos as drafts and return to work on it as they please.

You can read Facebook’s full announcement about the new features here.

Why We Care

The Video Creation Kit was made for anyone who wants to build Facebook and Instagram video ads that display well on phones, including digital and social agencies, in-house production team, Facebook marketing partners, direct advertisers, and digital creative agencies. Facebook is giving small companies with limited resources the opportunity to create customized content for multiple ad placements, ultimately allowing them to better compete with larger brands.

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Why Programmatic Video Advertising is on the Rise in 2019

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In the recent years programmatic advertising has quickly gained a substantial amount of popularity, especially among digital advertisers.

It’s estimated that they will be dedicating even more of their budgets to programmatic video inventory in 2019. It is estimated by eMarketer that programmatic video ad spend will reach $29.24 billion, which would account for almost 50% of all programmatic display advertising spending this year.

Why exactly is this strategy gaining so much popularity and why do digital advertisers believe it is valuable enough to be spending almost half of their budget on it? Are there possible downfalls?

What is Programmatic Video Advertising?

Programmatic video advertising is essentially the use of bots to buy ad space according to set prerequisites. The advertiser enters a detailed description of their ideal audience, their budget, and their ads into the program. The program then takes user data and uses real-time bidding to display the ad to a user that fits the ideal client profile, the advertisement with the highest bid is given the spot. This process is completed before the page loads. Ideally, the ads are only being shown to people that would actually be interested in what’s being offered, to hopefully get the most out of the ad spend.

The Benefits:

Greater Reach

The internet averages billions of users at any given time, with the possibility to reach millions, depending on the targeted parameters. Programmatic enables advertisements to reach a variety of different channels across platforms that companies would not otherwise have the ability. The program has an extensive web of established connections that allow these companies to reach new users across all platforms. Not only does the message have the potential to reach a larger amount of people, it also reaches specific people, those identified as the ideal audience.

More Specific Targeting Capabilities

Programmatic technology uses behavioral analysis to pinpoint the audience that the ads are best tailored for. The program is capable of IP targeting, geolocation targeting, contextual keyword targeting, and retargeting. This means advertisers and marketers can continue to reach those ideal customers that have yet to make a conversion to the website.

Uses Real-Time Data

As soon as a campaign is released, every detail is immediately trackable. You don’t have to wait until the end to measure the results. As soon as an ad is displayed the impressions, who it was seen by, where they were located, ect. can be instantly analyzed. This also allows to make changes whenever necessary, ensuring you’re not spending ad dollar in the wrong places.

The Challenges:

Fraud Risk

With the ultra simplified process of being able to buy and sell ads, anyone is essentially capable. The most common instances of fraud in programmatic advertising are non-viewable ads, as well as bot traffic. The problem of non-viewables is that the ads are reported as placed and displayed, but they were actually buried, never reaching the user. And while bots can make things very efficient, they can also be used to fool the system. The artificial traffic is used to drive up the prices, resulting in higher ad spend.

Ad Misdirects or Misplacement

Publishers can sometimes forward ads to affiliated entities, getting displayed there instead of their intended placements. This could mean that the ad never actually reach its targeted audience. Depending on the ad, this could be harmful to brand image. For instance, if an adult-intended ad ended up being displayed on a children’s site. While stronger preventative measures are being created, issues can still frequently occur.

It gets Costly

As the precision of pinpointing the perfect customer increases, so does the price. Depending on how specific your audience is, it may be more beneficial in the long run to purchase the more expensive program. You don’t want to be wasting money on an audience that would never even consider what you’re offering.

Final Thoughts

There’s no doubt that programmatic advertising is extremely efficient, but just as every other advertising platform there are a variety of downsides that come along with the advantages. As with anything, you just need to decide if those benefits outweigh the risks.

For more information regarding the newest digital marketing trends, visit the Onimod Global Website. If you’d like to see what we’ve done for other companies and can potentially do for you, click here, or if you’re ready, you can request a quote here today.

 

Digitally Transform Your Workspace

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Digital marketing is an incredible line of work that is always changing. This profession is based on the innovative spirit of digital, which is translated into the way that digital marketers work every single day.

It can be very difficult to continually reinvent the work you are doing as a digital marketer if your workspace is behind the times. That is why we have put together a list of ways that you can digitally transform your workspace to keep yourself ahead of the competition. This list is based off of an article from AdWeek that can be read fully on their website.

Closer Connections

Many marketers today utilize tools like Go ToMeeting to carry out regularly scheduled conferences with clients or colleagues around the globe. These conference calls are very beneficial, but they do lack in some areas. For instance, you cannot see the individuals that you are talking to. AdWeek argues that this greatly inhibits the call and can even cause it to become a “waste of time”.

It is a bit premature to say that conference calls need to be exiled immediately, but there are technologies coming onto the scene that will allow for a more genuine connection with those communicating.

There is a lot of buzz that has recently been circulating around virtual reality and all of its incredible possibilities. AdWeek mentions a company named MiddleVr, which has already begun the process of developing virtual reality tools that can be utilized in the office. These tools will allow meetings to become much more close and personal, which is believed to positively impact the meeting outcomes.

G-Suite Jamboard

The importance of innovation in the digital marketing industry cannot be stressed enough. One of the techniques that allows digital marketing to be so dynamic is collective brainstorming. Gathering the ideas of many different peoples in many different places can produce incredible results.

This is precisely why the team at Google has put together a tool called Jamboard. Jamboard presents each user with the same visual of a whiteboard. This whiteboard can be written on by any user, and these writings will then be shown to every other user.

Jamboard uses a lot of the same basic ideas that are included in other Google products like Google Docs. The major advantage to using Google Docs is that it allows multiple users to edit the document at the same time while also showing all users any updates to the document. Jamboard will work similarly to Google Docs and will allow teams to collaborate and brainstorm much more effectively, no matter where they are located.

Video Advertising

AdWeek’s article also highlights the ongoing trend of video advertising. We here at Onimod Global have recognized the potential in the video advertising market, and recently put together a comprehensive article on the subject. To read our article, “Maximize the Potential of Your Social Video Marketing Strategy” please visit our blog by clicking HERE.

Organized Communication

Communication is key in any workspace. This is particularly true if your organization is trying to communicate in many ways all over the world. The best way to utilize every piece of information is to write it down and store it somewhere that all crucial members will have access at any given time.

Facebook is developing such a product. Workplace by Facebook is designed to “change the way you work”. The platform instantly updates as posts are made, which makes cross-channel communication simple and easy. The main objective of this tool is to allow users to instantly communicate and quickly turn their ideas into actions instead of delaying the process through conference calls, strategy meetings, etc.

Maximize the Potential of Your Social Video Marketing Strategy

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Consumers are constantly shifting toward the convenient. This is exactly why popularity of video content has soared in 2017, and will continue to do so for the foreseeable future. Users are able to more quickly absorb information through videos, which makes them a very attractive form of advertisement and promotion.

Advertising Implications

The world of digital marketing and advertising revolves around innovation. The goal is to continually adapt to the needs/wants of the consumer in order to be better able to promote products and services to them. Video marketing is proving to be a very effective method in accomplishing this exact objective.

An infographic by Rendrfx states that over 22 billion videos are viewed daily between Facebook (8 billion), Snapchat (10 billion), and YouTube (4 billion). Another statistic that they boast is an online video ad viewer attention rate that is 18.3 times higher than that of T.V. commercials.

The numbers do not lie. What’s more is that daily use of videos is only expected to increase in the next several years. So how can marketers and advertisers best utilize and optimize this trending marketing medium?

Social Spaces Are Best

Social medias have become a wealth of opportunity for digital marketers in recent years. It is a perfect way to tap into the daily activities of target consumers, and to appear as native as possible in advertising style. The more an advertisement looks like a normal piece of news feed foder, the better.

Facebook has become the single most dominant force in social media marketing. With over 2 billion active users, and more than $40 billion made in 2017 from advertisements, according to Statista, it is clear that Facebook is running the show when it comes to paid social media marketing.

Adweek contributor Aubrie Richey wrote a great article on how to get the best value from your Facebook video marketing campaign. Her article is summed up here in the following 5 tips:

  1. Design your ad in a mobile format to best reach potential customers.
  2. Keep the length of your video between 15-30 seconds.
  3. Do not stop being adaptable and flexible with your content!
  4. Your video does not need to be perfect. A less refined video will make the ad seem much more genuine and appealing.
  5. Use video as a supportive piece of the overall customer journey.

More From Onimod Global

This article is only one of the many that has been produced by the Onimod Global content team! We are relentlessly searching to find the most accurate and up-to-date information to keep you informed of what is going on inside of the ever-evolving digital marketing industry.

To read through more of our articles, please visit our blog by clicking HERE. We hope you enjoy reading through the best that our digital marketing experts have to offer!