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July 30, 2014
Phone charger in Cadillac ATS.
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July 30, 2014
Phone charger in Cadillac ATS.
By Mark Hamstra
July 30, 2014
CIOs and CMOs increasingly say they see a need for collaboration
The increasing demand inside organizations for mobile marketing solutions is complicating the relationship between top marketing executives and their counterparts in the technology silo, but there are ways for the two departments to work together better, according to Accenture Interactive.
July 30, 2014
Online urban guide and review site Yelp now enables its application users to upload short-form video content directly on-page to fully capture the atmosphere of a restaurant, store or other small business.
Through video cloud platform Brightcove, consumers may post clips up to 12 seconds long. This evidences that brands are distancing themselves from traditional advertising, whose metrics are hard to calculate, and into original video content material that is created not to sell but to engage.
Video is the best storytelling medium, and Yelp users are passionate about stories of their favorite businesses, said Anil Jain, senior vice president general manager of media at Brightcove. Video is a powerful way to convey the true experience within a particular business and helps consumers make informed decisions about where they want to eat, shop, etc.
With so many other temptations and distractions available to consumers on mobile devices today, it’s important to be able to keep visitors on your site or in your app.
Video is one of the best ways to get consumers to stick around for longer periods of time, to engage with more content, and keep coming back for more, he said.
Digital video tells a story, creates affinity and is favored by consumers for its genuine personality.
In April 2012, a report by comScore cited that the average viewer consumes 22 hours of video each month, with surmise that most of that time is broken into many short-form videos just a few minutes in length.
Yelp’s simple point and shoot
The market for path-to-purchase is increasingly moving towards catering to the light attention spans of millennials with rapid fire content that is aimed to inspire, provoke or excite. In correlation, the viewing experience on mobile devices makes short-form material even more enjoyable and marketers are aware of this rising opportunity.
More interaction that pictures alone
In Q1 2014, Yelp generated an average of 132 million monthly visitors, who upload more than 23,000 photos from their mobile apps alone per day. And since these consumers spend 2.5 times longer on business pages with images than on those without, Yelp answered to an evolutionary call and developed a better system of translating experiences to users through video.
Yelp user submissions
The three to twelve second bits thrive on B-level filmmaking for an authentic extension of the visual experience that has the potential to undercut professional video reviews, and conveys the atmosphere of a venue to help others anticipate their experience before stopping by. For example, scrolling through pictures of dishes at a new bistro does not enable a user to know if the ambiance is more date night or family friendly.
The use of videos in content marketing is growing as more brands try to incorporate visual elements into their marketing mix instead of relying solely on text-based or stagnant initiatives.
A real challenge for marketers is often weighing the option of user-generated video over professional production. The same study by comScore suggested a marriage of both forms is most effective.
When analyzing a campaign that used the two angles on a traditional how to, execs found that both media methods evidenced strong incremental benefit and exposure.
Professionally produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brands total line. User-generated videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brands total line. When exposed to both professional content and user-generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brands total line.
Consumers were more apt to understand the described benefits and features of the products in professionally produced content, however user-generated videos are easier to relate to, perceived as being unbiased, and considered more believable for verifying specific product claims, such as superiority and convenience. They generate an emotional intensity about a product, and in doing so help drive communication about a companys key messages.
While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content to instill confidence in purchase decisions and returned sales effectiveness.
We believe that a short video clip can capture aspects of a business that are difficult to express in other ways, as photos dont fully capture the noise-level or ambiance well and business attributes are often a bit sterile, said Rachel Walker, senior public relations specialist at Yelp.
These brief clips are both easy to capture and, more importantly, easy to quickly consume for someone whos trying to decide whether a particular business is providing the experience that they are looking for.
This is a great time to add video contribution, as consumers are getting increasingly good at capturing and conveying an experience in just a few seconds with their mobile devices. At the same time, modern mobile phones are increasingly utilizing high-quality optics and image-stabilization, which further enables high-quality videos, she said.
Michelle is editorial assistant on Mobile Commerce Daily, New York
July 30, 2014
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“Movie Trailer” | GOTHAM
Through SendUs technology, Fox TV was able to manager the volume of submissions and intertwine the contests reach between broadcast, TV and digital platforms.
SendUs users can upload videos and photos from their camera roll, desktop or social media accounts using the submit icon. Brands can tailor the platform to fit their needs. SendUs encourages submissions through the mobile app because of the convenience of the chunk uploading capability, which pauses an upload if there is a break in connectivity rather than forcing the user to start over.
Entertainment going interactive
Broadcasting and cable company Comcast and entertainment corporation Lionsgate initiated a partnership to build mobile applications for Lionsgate films, offering bonus clips and features for Comcast customers purchasing movies through Xfinity On Demand.
For starters, the team created an app for Lionsgates Divergent in an effort to combat a decrease in DVD sales. The collaboration shows an attempt to provide a one-of-a-kind experience for fans of the Divergent franchise and future Lionsgate films to come (see story).
Broadway musical Holler If Ya Hear Me promoted strategically through social to target urban, hip-hop enthusiasts, particularly a younger generation.
The musical was inspired by the life of the late rapper Tupac Shakur, with the marketing strategy designed to connect the world of hip-hop to another area of entertainment: Broadway. These initiatives showcased how entertainment properties can leverage mobile to reach a targeted audience (see story).
Virtualizing the experience for consumers favorite films or plays continues the life of these creations, building a community of consumers that serve as dedicated representatives for the brand.
Customer interaction and engagement are strategies that evolved marketers are using as a way to establish sustained loyalty among their audience, Mr. Namikas said. Millennials, the most sought after market group, reject traditional advertising in favor of being invited to a seat at the table through continuous engagement.
When the Millennial audience is engaged and feels validated, they become loyal brand ambassadors and share with their friends on social media.
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York
By Chantal Tode
July 30, 2014
World Cup broke Twitter record
Twitters moves to enhance its mobile advertising offerings are resonating with brands such as Budweiser and Coca-Cola, helping to drive a 124 percent increase in revenues during the second quarter.
Continuing the push into better ad experiences, Twitter announced yesterday during a conference call with analysts to discuss is second quarter results that it will launch its new promoted video offering in beta in August. The strong results and the markets response with Twitters share value jumping during after hours trading yesterday – suggest that Twitter has begun to answer some of the questions investors and brands have had about its potential.
Ad revenue reached $277 million dollars, up 129 percent from last year, said Mike Gupta, Twitters former chief financial officer and recently appointed senior vice president of strategic investments, during the conference call.
This is the highest rate of year-over-year growth that we have seen in advertising revenue in the last six quarters, he said. The strength in our advertising business is broad based across all channels and geographies, with particular strength in international markets due to strong advertiser demand around the World Cup.
Our promoted products continue to deliver high levels of engagement and marketers are increasing budget and spending in response to the ROI that they are seeing on our platform.
Cost per ad increases
The promoted video offering will provides a way for content producers and brands to easily upload, share and measure the distribution and effectiveness of their video content on Twitter.
Mr. Gupta also reported that the cost per ad engagement increased 18 percent, Twitters first increase in reported CP. The increase was due in part to strong advertiser demand around the World Cup and a shift in the mix of ads toward high-performing and higher-cost ad units.
During the second quarter, Twitters advertising revenue totaled $277 million, up 129 percent.
Mobile represented 81 percent of total advertising revenue.
Overall, Twitters revenue grew 124 percent during second quarter for a total of $312 million.
One of Twitters challenges is that its user base is still relatively small, but it added new users during the second quarter, helping to address these concerns.
During the second quarter of 2014, the average number of monthly active users on Twitter totaled 271 million, up 24 percent.
Mobile monthly active users reached 211 million, up 29 percent and representing 78 percent of total monthly active users.
The company also reported a net loss of $145 million for the second quarter compared to net loss of $42 million in the same period last year.
Twitter continues to build out its mobile offerings, helping it to bring onboard big brands who want to leverage its ability to reach consumers in real-time.
Yesterday, Coca-Cola announced a new Tweet-a-Coke program enabling consumers send a soft drink to their friends for $5 via a tweet that can be used at Regal Cinemas locations.
In June, Budweiser leveraged a new Twitter voting mechanism as part of its 2014 FIFA World Cup Brazil promotion, enabling fans to view side-by-side player photos before casting their vote for each games top athlete (see story).
Twitter built a number of new product experiences around the World Cup, helping to make the final game the most tweeted live event.
In the spring, Amazon launched #AmazonCart, which turns any link in a tweet into a shopping cart that hooks up with an Amazon account (see story).
App install ads
Twitter is also going after the app install ad market, which originated on Facebook and grown into a significant business for the latter.
While Twitters reach is smaller than Facebooks, its own recent launch of app install ads has potential, particularly with lifestyle apps, because of how marketers can target users based on interest, keywords and followers on Twitter (see story).
Twitter also recently acquired mobile advertising startup TapCommerce, which enables marketers to retarget ads based on previous user behavior, a strategy that is quickly growing on mobile.
Twitter purchased TapCommerce to expand upon their mobile monetization as they look to focus more efforts on the mobile growth, which has been a major driver of success for Facebook, said Ken Wisnefski, founder and CEO of WebiMax.
They also purchased mobile processor CardSpring with the hope of utilizing a mobile e-commerce scenario, again following in the footsteps of Facebooks new initiatives, he said.
Twitter seems to be focused on growing its viability in the market as a meaningful destination for marketers and truthfully, a meaningful destination for users to engage more actively.
Chantal Tode is senior editor on Mobile Marketer, New York
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