Mar 08

The Smartphone Explosion – Good for Video, Great for Advertising

By Heather Timmerman Digital Media Trends Comments Off

The past couple of weeks have produced a news trend in the online video space all revolving around the same topic. The increased usage of smartphones and how that is affecting the video ecosystem.  This is always a good time to take a step back and look at the data to identify what kind of story it is telling. So this week’s blog post is a summary of those numbers and sources with one very important message for online marketers. The increase in smartphone and tablet usage, increases video views on devices which is a content marketing and video advertising opportunity.

Image courtesy of adostrategies.com

46% of U.S. Adults Own Smartphones
This headline comes to you courtesy of Media Post, but the data is from a recent Pew Study which indicates that as of February 2012, almost half of all American adults (46%) are smartphone owners. (Nielsen and comScore also reported similar trends at 48% and 42% respectively). In other words, nearly 3 out of 5 adults own a smartphone which makes them soon to be the majority with a good chance that the number will only increase. Every demographic is represented in this number but the groups which have the highest overall adoption rate (60%) are college graduates, 18-35 year olds, and those with an annual household income of $75,000 or more.

Key Online Video Mobile Demographic: 18-34
Similar to the Pew study mentioned above, Nielsen also recently released new data confirming a similar demographic (18-34) leading the smartphone adoption rate (Source: Media Post). However, they have taken this data one step further and looked into the behavior of this group they call “Generation C” which take personal connections to new levels with their use of devices, apps, and social networks. They are also avid multi-taskers, checking email or social networks while watching TV, which supports past research noted in previous blogs.

Video Half of All Mobile Internet Traffic with Mobile to Surpass PC Internet Users
A quarterly report from Bytemobile indicates that video now accounts for half of all mobile traffic, which according to a TechCrunch article is also testament to the rise of smartphone and device usage. This report notes that Android is generating more ad volume than iOS devices, with tablets leading the way overall compared to smartphones in terms of video traffic. An eye opening piece of research conducted by Forrester indicates that currently one fifth of the world’s mobile population  are using the internet to go online. Global penetration of mobile internet users will exceed that of PC internet users by 2016, with emerging markets driving adoption levels.

Europeans More Responsive to Ads on Devices
Nielsen research also indicates that mobile is becoming a powerful commerce tool, facilitating consumer transactions and access to real-time information and deals. Twenty-nine percent of U.S. smartphone owners use their phone for shopping-related activities and more than half of mobile users are repeat visitors to daily deal sites (Source: Media Post). However, tablet and smartphone owners in Germany, Italy and the U.K. are more likely than American device owners to make a purchase online via PC after viewing an ad on their tablet or smartphone according to the Nielsen report, also suggesting the need for a cross-platform strategy as supported above and in past posts.

Mobile Commerce on the Rise
A December 2011 study of 4,000 mobile users in the United States and United Kingdom by mBlox, confirms the rise and interest in commerce trends. Their report indicated that 9 in 10 young adults between the ages of 18 and 24 spend one to five hours on their mobile phones each day, and 1 in 10 spend between five and ten hours on their mobile phones. One third would like brands to send promotions via smartphone or tablet, noting it is “extremely important” for there to be an “opt-out” option. This is promising news for advertisers and also supports Nielsen research above. Whether or not these smartphone and tablet users would then use the same device to purchase a promotion afterwards remains to be discovered by future research.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Feb 02

Multi-screen Video Campaign Strategy Increases Brand Recall

By Heather Timmerman Digital Media Trends Comments Off

Audience fragmentation is the #1 problem for online marketers trying to understand which platform is best to use when determining a digital strategy. Websites, mobile phones, tablets, and connected TV all play a role in the online video space, but knowing which devise to use for what end goal is key to understanding the best return on value.

Image courtesy of the Video Convergence Whitepaper by Videology

New research from Videology indicates that multiple platforms or screens actually increase brand recall. They measured this by studying 8 campaigns where video ran online on some, while others ran video across online, mobile, and connected TV. Of those that ran on multiple screens brand recall increased by 70-300% compared to online only at a 15-130% increase in brand recall.

However, if click through rates (CTR) or video completion rates (VCR) are the end goal then different platforms apply. This study, also done by Videology, included data from 378 campaigns and taking into account 184 million video impressions, 2.1 million mobile video impressions, and 360K connected TV impressions. Mobile seems to be the platform to use if CTR is what marketers are after, but connected TV is the platform to use for VCR. The whitepaper study, cites various reasons for this, one being the fact that connected TV does not allow viewers to click through or bypass a video advertisement.

If reach is what marketers are after, then going after the online video population (and platform) is probably the best bet given that is the largest of the three at 182 million compared to 91 million smartphone users, and 10.5 million connected TV users (in the US). However, if getting the most ‘bang for your buck’ is ultimately what it comes down to then a multi-screen campaign is probably the way to go due to a 9x higher average brand recall, and decrease in cost per incremental brand lift by 55%. Support for this multi-screen campaign approach was also done by a YuMe study that indicated online video ads actually complement TV ads (Source: VideoNuze). That is, of course if budget is not an issue.

After all the data outlined above, it’s clear to see how and why marketers can easily be confused by all the options, so here is a quick recap: CTR=Mobile, VCR=Connected TV, Brand Recall & Performance vs. Cost=Multi-Screen Strategy.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Dec 29

Video Prediction Mashup for 2012

By Heather Timmerman Digital Media Trends Comments Off

At the end of each year various analysts, experts, journalists, media and technology junkies alike, take to the wires with their predictions for the new year. The industry is no different. is exploding and not everyone is yet accustomed to why it is so popular, how to use it, or where to put it. One might say the industry has even more predictions than most due to its volatile nature. So in the spirit of collaboration and aggregation, I have developed a mashup of various predictions that we, here at Preview Networks, have found to be relevant in our research and discussions with customers and fellow junkies.

1. Video Context will become as important as . This prediction comes from Tom Wilde, CEO of Ramp via VideoNuze.com and is not so much a prediction as it is a rule of thumb for how to use video most effectively. Placing a video into a relevant editorial section to enhance its appeal, or using a media platform in line with the video content, is just as important as creating the engaging content itself. Creating an “a-ha!” moment is the point at which comprehension and emotion come together, which pulls consumers deeper into the sales cycle.

2. Increased Branded-Content Production. According to Alphabird, more marketers will begin producing original-content for brands, and increasingly playing the role of media company. With advertising on the rise, these assets become easier for brands to manage and distribute themselves, saving costs on various agencies that are currently being used. We saw this trend happening in 2011 among luxury brands like Burberry and Ralph Lauren as we have blogged about in the past. Accordingly, the focus has become more and more about the media-content as it has been on the design.

3. Cross-Platform and Cross-Device Campaign Planning will become the Norm for Most Brands. This is an increasing consumer trend that will be solidified in 2012, as more brands offer these services, as noted by YuMe’s Jayant Kadambi among others. The increase of usage enables video mobility, and the popularity of and expansion of device manufacturers, gives consumers more ways to consume video. is the final piece of the emerging platform puzzle, and according to AOL’s Ran Harnevo, Cross Platform will be the new King. This trend is about the ability to view video on any platform, at anytime, and providers who are able to offer a comprehensive video solution will be able to take advantage of this growing market share.

4. Reallocation of Traditional Budgets towards Digital Budgets. As AdoTube’s Steven Jones has noted, this is a prediction that many in the advertising and technology community have talked about for years, but 2011 is the first time the effect of advertisers extending TV buys by using digital video online could be felt. Marketers are becoming aware of the complementary nature of combining TV and online video, and as economic concerns increase across the globe, so does the shift in advertising from offline to online, according to an eMarketer recent report.

5. 90% of ’s Channels will Fail. Perhaps a bold statement, but as companies wake up to the fact that they can easily manage and distribute digital assets themselves, it could hold some validity. According to Jim Louderback, CEO of Revision 3, YouTube’s program is a classic venture model where they expect to lose 90% of the investment, but for the ones that will succeed it serves as a pipeline for TV ad money to funnel into the online space. This supports the argument made above and is also a nice teaser for next week’s blog post. Stay tuned for more!

About Preview Networks

Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Dec 22

Next destination for video? The sky is the limit!

By Heather Timmerman mobile, Preview Networks PR and News Comments Off

has been exploding onto the marketplace adding interest to editorial sections and intrigue to sites on the internet for some time. However, the use of video on various platforms such as smartphones and tablets is an area that is emerging very quickly, and one that some forecasters are noting as a trend to watch in 2012.

Image courtesy of tablets-planet.com

According to a recent eMarketer study, US smartphone viewers represent 90% of the mobile video population and mobile video adoption is poised to continue on a steep incline for the next four years. In regards to multiple devices, one platform does not necessarily outweigh the other. “As tablets attract a larger share of video viewing, smartphones are benefiting because most tablet users also own smartphones and typically have the same apps on both devices,” according to eMarketer Analyst, Paul Verna. “With more video content flowing to these apps, users are choosing their preferred screen at any given time. Often this means toggling between tablets and smartphones, or between laptops and any number of entertainment devices.”

Among online video viewers on all platforms, watching premium content is becoming increasingly popular. eMarketer estimates that 49% of US adult viewers watched full-length TV shows at least once a month during 2011 with full-length feature films on the rise. Providers offering full-length films for some time are the airlines who are also increasingly adopting the tablet trend for in-flight entertainment. Just last week, American Airlines announced that they are offering the Samsung Galaxy Tab 10.1 for first and business class passengers. According to Samsung, the tablet has been completely customised for AA which is also something we are seeing here at Preview.

One of our latest integrations is an in-flight integration with Adaptative Chanel in France who will be offering the Apple tablet on private jets this week. The integration offers the latest news, fashion, culture, and upcoming films by integrating with content providers and syndicators like Le Monde, Elle, and Preview Networks.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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May 03

The Growth of Branded Content

By Heather Timmerman Digital Media Trends Comments Off

There are trends happening all over the online video market space and the signs are all pointing north.  Financial numbers indicate investor confidence and intense interest with $180 million raised in Q4 of 2010 by video companies and an astonishing $477 million raised in Q1 of 2011 by private online/mobile video companies, according to VideoNuze.

Video consumption numbers have also increased with 144.2 million unique online video viewers who streamed 3 percent more video in March according to Nielsen Wire, showing a positive trend in consumer interest receiving this content.  From the agency and/or sender perspective, digital content makes up a growing share of the revenue across agency disciplines, according to AdAge, with more focus on online or video advertising initiatives.

As important as it is to be aware of this increase in investor confidence and consumption rates, it is just as important to understand why these positive trends are happening.  The increase in smartphone usage and additional connected devices providing easy access to the internet plays a part, but so does the way content is being provided. After years of filtering through advertising noise on the internet, brands have found a way to provide more interesting and relevant content that viewers are not only willing to watch, but share with their friends via social media networks.

“The relative value provided by branded content is driving the growth, particularly in instances where advertisers/brands have a multi-dimensional marketing message they want to effectively convey,” says Generate CEO, Jordan Levin who predicts 20% growth per year in branded entertainment through 2013.

Whether it is a pre-roll video ad before an entertaining piece of content, sponsorship of a favorite online program, or a product video on an ecommerce site, content is becoming more of a core strategy for brands online.  The evolution of branded content will only increase in 2011 and drive a better balance between what consumers are willing to watch online in return for quality content provided via strategic distribution channels.

For more information, check out some of the industry’s leading blogs in the marketing and advertising space.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, ,  apps and . Our content is available on MSN,, , IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

 

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Feb 21

Create Call to Action with QR Codes

By Heather Timmerman Digital Media Trends Comments Off

Research has shown that 51% of US mobile users are smartphone users (comScore) and the number of European consumers watching video on their mobile phone has increased by 66% in the last 12 months (eMarketer). With the increasing trend in smartphone usage and mobile video consumption it’s important to understand how you can maximize and monetize both trends.

You can start by integrating all aspects of your online video campaign with your print outlets by incorporating QR codes on all materials. A QR code is a call to action (CTA) that can be added to any printed piece which enables the user to learn more about the product, watch a video, or receive any recent promotions – via smartphone.

It’s the ultimate link between online and print and not only technologically savvy, but easy to implement. Our partner Okari mobile has helped us bring this technology to customers such as Kino.dk and SF Film and we can help you too. If your marketing and promotional campaigns call for printed materials such as magazines, posters, or DVD boxes, Preview Networks can help create a CTA allowing you to monitor success and create a fun and interactive campaign. Contact us today to find out more.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, ,  apps and . Our content is available on MSN, , IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 1,500 other online media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

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Oct 11

Windows 7 Phone App by CineTrailer

By Heather Timmerman mobile, movie app, Smart Phone Comments Off

The internet was all abuzz today with the unveiling of Microsoft’s mobile platform Windows 7 and the series of phones that will be launched with its operating system.  

The new phones are scheduled to be in stores by November with AT&T and T-Mobile in the US, but HTC  plans to have their five models available for distribution by late October to North America, Europe, and Asia-Pacific.

When users are finally able to get their hands on these highly anticipated smartphones, CineTrailer is ready to provide movie lovers with an app that will be available on the new platform featuring movie content in 9 different languages, brought to you by Preview Networks.

It’s the beginning (and continuation) of a beautiful partnership!

Read more about the CineTrailer App for WindowsPhone 7

Learn more about Preview Networks on previewnetworks.com

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is ’s largest preview distribution network.  We serve websites, ,  and .  Our content is available on MSN, MTV, Brightcove, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 1,500 other online .  We work with more than 300 entertainment companies including Sony, Fox, Disney, Warner, Universal, and Paramount.

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