Programmatic video is hot, and getting hotter. According to eMarketer, in 2014, advertisers and publishers spent an eye-popping $700 million on programmatic video. By the end of this year, that number will triple, topping a cool $2 billion.
Everyone wants in on the action (including brand marketers). And why not? Video ads deliver great performance, and can pack a lot of storytelling in a matter of seconds (as Budweiser’s “Lost Dog” Super Bowl ad makes clear).
But does that mean you can retool your 30-second TV spot for digital channels and then sit back and watch the conversions roll in?
If only life were that easy! There’s an art to creating the perfect video ad campaign. Below are seven tips for getting the results you need.
1. Articulate your goals
A successful campaign starts with the basics: what do you want consumers to do as a result of seeing your ads? And how will you know you succeeded?
Digital is highly interactive. Unlike a 30-second TV spot, your digital video ads can invite consumers to take the next step — i.e. click through to a store-locator or show-time tab, download a coupon. Those behaviors will serve as your KPIs.
You can qualify an audience based on completion rates, and then follow up with retargeting later on.
2. Get social
According to reports, social media will be critical for video ads, helping to “propel digital video ads to $7.2 billion” in spending in 2015. That’s no surprise given how easy it is for consumers to view and share video ads they like. Savvy marketers will design ads with Facebook, Twitter, and Instagram in mind.
3. Invest in great creatives
As Matthew Waghorn at Huge says, “Forget about the big reveal.” Consumers have little patience for pre-rolls, so present your brand and key message ASAP. And invest in multiple video ads so the same consumer doesn’t see the same ad every time.
If you’re using programmatic video (as you should!), then let data inform your content. For instance, if women are three times more likely to watch your pre-roll, then update your content to speak directly to them.
4. Take advantage of video’s inherent interactivity
Video ads offer unprecedented opportunities for engagement. We’ve seen ads with hot spots to learn more about a product, and video carousels that let consumers select additional videos to view. And you can put that landing page to good use by turning it into a mini landing page, with dinner menus, store locators, coupons for downloading, and more.
5. Select the right formats
If mobile devices are part of your plan, design your content so that it works on a small screen (which will also work fine on a large one).
In-banner videos do a better job in driving clicks and traffic, making them strong options for performance campaigns. In-stream video, on the other hand, should be saved for branding, since consumers are unlikely to click away from content they took actions to view.
6. Select the right buying model
If reach, frequency, and targeting are paramount to your campaign, go for CPM buying model. But if you need your audience to watch your video in full, go for a cost-per-completed view (CPCV) model. In other words, let your campaign goals drive your media acquisition strategy.
7. Buying inventory
Go programmatic so you can get really specific about who you target for your ads. Plus, you don’t have to commit a lot of your budget to specific placements, freeing your budget to focus on the sites that deliver great results.
Two years after stepping down as CEO at Blizzard, the game company he co-founded in 1991, Mike Morhaime is back with his next venture. It’s called Dreamhaven, and it’s a combination of a publisher and developer, with “a common goal to empower creators, help bring their ideas to life, and create original gaming experiences that foster meaningful connections between players.”
As part of the announcement, Dreamhaven also revealed its first two internal studios: Moonshot Games and Secret Door. Moonshot is headed by a trio of Blizzard veterans, including former Hearthstone lead Jason Chayes, StarCraft II director Dustin Browder, and Hearthstone creative director Ben Thompson. “Though it’s very early days, when we think about Moonshot, we imagine a studio that celebrates curiosity and courage,” Chayes said in a statement. “We aspire to be bold in our approach, and we think the best way to do that is to create a culture centered around trust.”
Secret Door, meanwhile, is similarly led by a team of former Blizzard developers, including Chris Sigaty (executive producer on Hearthstone), Alan Dabiri (technical director on Warcraft III and StarCraft II), and Eric Dodds (designer on World of Warcraft and Starcraft). No projects have been announced for either studio.
Morhaime stepped down as CEO of Blizzard in 2018, though he stayed on in a consultancy role until last year. In an interview with TheWashington Post, he said that one of the goals of the new company was to build an environment focused on creators — something that was likely a challenge under Activision, which became Blizzard’s parent company in 2008.
“We’ve learned a ton about what goes into creating an environment that allows creators to do their best work, and we were very successful doing that for many years at Blizzard,” Morhaime told the Post. “We reached a crossroads where we reassessed what we want to do with the rest of our lives.”
Taking a look back at another week of news and headlines from Cupertino, this week’s Apple Loop includes surprising iPhone 12 benchmarks, big problems with iOS 14, two new iPads, Apple ignores MacOS, the “good/better/best” of the Apple Watch, the controversy around Apple One, and the Macs’ never changing system System Preferences.
We might not have seen the iPhone 12 family as part of Apple’s virtual September launch event this week, but we have seen the benchmarks pop up on the AnTuTu website. That gives us a raw comparison of the numbers from last year’s iPhone to this year’s. Philip Michaels reports some pretty shocking numbers:
“Leaked benchmarks from Antutu, purportedly showing off an iPhone 12 Pro Max’s performance, may help fill in some of the blanks. MySmartPrice spotted the leaked numbers, which claim to show off a device with 6GB of RAM and 128GB of storage running iOS 14.1.
“According to the leaks, the iPhone 12 Pro Max tallied a score of 572,333 on Antutu’s test, which is a 9% gain over the iPhone 11 Pro Max’s 524,436 result on the same test. MySmartPrice says the iPhone 12 Pro Max’s reported tally would be the highest score ever posted by an iPhone, which you’d hope given that it’s a new model.
Apple may not have announced a release date for the iPhone, but it did announce the release date of iOS 14. And that has caused problems. Normally Apple will provide a week’s worth of ‘heads up’ time to Developers so they can ensure their apps are ready for the jump up to the next major version of iOS. Not this year… developers had less than a days notice, and they are not happy. Matt Binder reports:
““Gone are the hopes of being on the store by the time users install the new iOS 14 and are looking for new apps. Gone is the chance to get some last-minute fixes into your existing apps to make sure they don’t stop working outright by the time users get to upgrade their OS,” explained Steve [Troughton-Smith from High Caffeine Content.”
““There are some developers who have spent all summer working on something new, using the latest technologies, hoping to be there on day one and participate in the excitement (and press coverage) of the new iOS,” he continued. “For many of them, they’ll be incredibly upset to have it end like this instead of a triumphant launch, and it can dramatically decrease the amount of coverage or sales they receive.””
“The iPad Air gets the new A14 Bionic CPU, built on 5nm process technology. It’s a six-core CPU with two high-performance cores and four lower-power, more efficient cores for simpler background tasks. The A14 Bionic offers a 30 percent GPU performance boost compared to previous generations, and Apple says it puts up double the graphics performance of typical laptops.”
As well as the increased power, 2020’s iPad Air has a new design; USB-C has been added, the bezels have been trimmed away, the home button has been removed, and TouchID has been integrated into the power button. It;s not the only new iPad, as the entry-level iPad moves up rom the A10 to the A12 Bionic processor. Benjamin Mayo reports:
“The jump from A10 to A12 means Apple’s cheapest iPad will feature the Neural Engine for the first time. Apple says the A12 chip offers more than twice the performance of the top selling Windows laptop, 6x faster than the top-selling Android tablet and 6x faster than the best-selling Chromebook.
“The 8th-generation iPad keeps the same price as the 7th-gen: that’s $329 for general sale and $299 for education.”
Will Mac Owners Be Satisfied With Safari After macOS Delay?
If you were waiting for MmcOS Big Sur to drop for your Mac or MacBook, then you are out of luck. Apple’s event saw updates to iOS, iPadOS, tvOS, and watchOS… but macOS has been delayed. The ‘Big Sur’ release is still in the future, but a small crumb (perhaps from a cookie) has been handed to Mac fans in the form of Safari 14, presumably to offer cross-OS support with other devices. Juli Clover reports:
“Safari 14 brings improved performance, customizable start pages, a Privacy Report to see which cross-site trackers are being blocked, and a new tab bar design that provides tab previews so you can see what you have open at a glance. Today’s update also removes Adobe Flash.”
Two new Apple Watch models were launched, and as the Apple Watch Series 3 remains, there is now a low-, a mid-, and a high-level smartwatch in the classic triplet that Apple was once famous for. Todd Haselton looks over the Series 6 Apple Watch for CNBC, including the headline ‘wellness’ features:
“The Series 6 also has Apple’s most advanced sensors. You can run the ECG app for an electrocardiogram, for example, a feature that’s not on the Apple Watch SE or Series 3. It’s also the only model with the new blood-oxygen app. I tried that and it told me my blood oxygen was 96%, which seems good.
“…Apple is careful to explain that this isn’t a medical device. You can use it if you’re curious about your blood oxygen when you’re hiking at high altitudes, but Apple isn’t making any promises about detecting low oxygen should you fall ill with coronavirus.”
Meanwhile, Apple has brought the ‘SE’ brand to the Apple Watch, again with the promise of a cheaper ‘mid-range’ slice of hardware that still delivers the core Apple experience. Chris Velazco has spent some time with the wearable to try and work out where it fits into the portfolio:
“For one, the SE uses the same S5 system-in-package (or SIP) that we got in last year’s Series 5, which in turn contains the same dual-core processor as the Series 4. Meanwhile, Apple has confirmed that the SE has the same compass and always-on altimeter as the Series 6, along with a very similar screen.
“From what I can tell, it’s the same bigger display we got in the Series 5, just without the always-on functionality enabled. And while the Series 4 was the first Apple Watch to come with heart-sensing ECG support, you simply don’t get that here. Ditto for the Series 6’s new blood oxygen measurement features.”
Also announced alongside Apple’s hardware, and perhaps an indication of where Apple wishes to focus on the future, were new options for the various subscription services offered by Cupertino. Apple One takes the popular options and bundles them together while offering a discount. Brian Heater reports:
“It’s not quite mix and match yet, but there are three pricing tiers. Individual offers Apple Music, TV+, Arcade and iCloud for $15 a month. The Family version will get you those four services for $20 a month. For the hardcore, there’s the $30 a month Premier tier, which bundles iCloud, Music, TV+, Arcade, News+ and [the new service] Fitness+.“
“For those who have been putting off a given Apple subscription, such a bundle could certainly sweeten the pot — and make it even harder for users to escape the pull of the Apple software ecosystem.”
More at TechCrunch. Given Apple’s market position, using one service to pptentiallybolster another through a bundle has drawn the eye of the competition. Spotify – which has already filed an anti-trust complaint with the European Commission against Apple – drew attention to the issue shortly ager the end of the event.
“Once again, Apple is using its dominant position and unfair practices to disadvantage competitors and deprive consumers by favoring its own services. We call on competition authorities to act urgently to restrict Apple’s anti-competitive behavior, which if left unchecked, will cause irreparable harm to the developer community and threaten our collective freedoms to listen, learn, create, and connect.”
The look of the MacOS user interface has evolved since OSX was announced in 2000. One area has stayed relatively contestant, but the small changes highlight the thinking behind the OS over the years.
“The interface started glassy and skeuomorphic, mimicking the materials used on Macs. Over the decades, it went through significant revisions. One thing that seems to have remained relatively unchanged over the years is the System Preferences screen.
“But, at a closer glance, we’ll see that this mundane part of the operating system has changed quite a bit and hides some fun easter eggs and surprises.”
Apple has now acquired another startup, Spaces, which has a team specialized in virtual reality technologies (VR). The acquisition was announced today by a Protocol report citing its own sources.
Spaces was created in 2016 by DreamWorks Animation veterans, and the startup has been developing VR products since then, including a Zoom add-on that allowed users to hold virtual reality video conferencing using animated avatars.
The company discontinued all its services last week without further details. The official Spaces website just mentions that the startup is now “heading in a new direction.”
Thank you to our users and partners who participated in our awesome VR video conferencing product and the many people who enjoyed our VR location-based entertainment attractions found at theme parks, theaters, and more.
According to the Protocol report, both Apple and Spaces did not immediately respond to a request for a comment on the acquisition. The price paid by Apple on the Spaces startup is also unknown.
While it’s not certain that the team behind Spaces will join any VR related project at Apple, rumors suggest that Apple is working on AR and VR headsets for 2021 and 2022. Bloomberg says the headset will reportedly feature high-resolution displays and a “cinematic speaker system,” which should make it difficult for the user to notice the differences between real life and the virtual reality experiences the headset will provide.
As Apple continues to invest in its ARKit and new features such as the LiDAR scanner in the new 2020 iPad Pro, it’s plausible to expect that all of these technologies will be merged into a new product to offer advanced augmented and virtual reality capabilities.