A recent State of the Media Industry 2018 report from Ooyala confirmed data as one of the key driver for businesses and media organisations in the year ahead, with data-driven video top-of-mind for many marketers.
From consumer engagement and privacy to technological advances, content strategies and monetisation, data in its various forms is everywhere and companies are challenged with harnessing and analysing it smartly for greater returns.
Here are some of the top trends driving media companies:
Mobile and Social – What Consumers Want
Audiences today expect video to be on mobile. According to Ooyala’s Q4 2017 video index, mobile’s share of video plays in Asia-Pacific surpassed 60% and the medium had the most share of plays amongst other devices in the region.
Social media video continues to grow, driving media companies to lean more on social to promote and enhance their content, and grow their audiences. Content, strategic partnerships, innovation and branding are key to their growth in the future.
Data and AI for Greater Efficiency
For greater content production and publishing efficiencies, media organisations are looking at deep data, automation and artificial intelligence (AI). The BBC, for example, has turned to technology to help personalise content across India.
The focus on more granular applications of asset metadata has also led companies to AI capabilities. Modern data-driven media platforms connect and streamline content supply chains to help media companies search their content archives for video, audio or text files with facial recognition, language translation, visual text identification, and more.
Immersion with AR and VR
With mobile devices getting more ubiquitous and advancements in 5G connectivity, we’re looking towards a future of more immersive video content, thanks to continuous progress developing virtual reality (VR), 360-degree video, and augmented reality (AR) technology.
A study confirmed that VR increases viewer engagement with journalism, particularly with larger-scale experiences. And VR360 ads were found to perform better than traditional ads, with advanced platforms supporting VR360 playback for VOD and live.
Interest for AR is rising within the wider industry. Consider The New York Times’ integration of AR into its stories, including features published during the 2018 Winter Olympics.
Data at the centre
As media companies strive to be innovative in monetising content and diversifying revenue streams, it is data that will increase their chances for success and lead them into the next era of media.
Myanmar is going through a digital transformation. AdsMy, a local marketing tech platform, have produced a trends deck covering digital marketing and consumer behaviour for Myanmar in 2018. Programmatic, mobile, video, native and digital advertising are all highlighted as growth areas.
Criteo launched two new solutions in APAC this week – Criteo Audience Match and Criteo Kinetic Design with Video – to help retailers and brands deliver seamless and relevant shopping experiences across all devices and channels.
Using customer relationship management (CRM) or data management platform (DMP) data to accurately target audiences across web, mobile browser and apps, Criteo Audience Match provides marketers with a new way to re-engage their customer base with paid display campaigns. Criteo has built a foundation of deterministic IDs within Criteo Shopper Graph, enabling beta customers to see a match rate of more than 60 percent of their existing client lists with online profiles.
Criteo Kinetic Design with Video automatically optimises every visual aspect of an ad to inspire and engage a shopper. Kinetic Design already allows for more than 17 trillion variations from one base design in display ads. This has been now expanded to incorporate video, creating personalized video ads that feature relevant products based on Criteo’s complete understanding of the shopper. These video ads are created automatically, on-the-fly, and appear across web and mobile.
“Collaboration in an open ecosystem levels the playing field and paves the way for commerce companies to shape their future. This is especially crucial for eCommerce companies in Asia-Pacific where the market is expected to grow to more than US$3 trillion by 2021,” said Huang Hanming, “We have developed Criteo Commerce Marketing Ecosystem to unleash the value of collaboration and the power of data to all who participate.”
As consumer video consumption continues to grow, Criteo’s clients can now use video to relevantly re-engage shoppers without production time, resources, or costs. Video is delivered in a non-intrusive manner to provide a seamless browsing experience – in app, in feed or on a website. Criteo’s video capability also allows marketers to take advantage of video ads on a cost-per-click basis.
“Understanding consumer purchasing behavior is challenging for retailers given that shoppers are on more platforms than ever before, with collected data being difficult to integrate and analyse, at scale,” said Alban Villani, General Manager, Southeast Asia, Hong Kong and Taiwan, Criteo. “To help retailers and brands overcome this challenge, Criteo Audience Match and Criteo Kinetic Design with Video, as part of a robust suite of commerce marketing technologies, will support the full shopper journey, enabling brands to create relevant and engaging experiences for customers online and offline.”
The launches were underpinned by a new study in collaboration with Forbes and titled highlighting the value of data collaboration to better meet customers’ needs, drive value and compete.
Touching video content from Unilever. 6 million children die before they reach the age of 5 due to infections like Diarrhea and Pneumonia. 44% of these deaths occur in the first 28 days of birth.
This experiment taught Sangrahi how the simple habit of handwashing with soap, during this span, can be life-saving for her baby.
Lifebuoy launched the Help a Child Reach 5 campaign in 2012, to raise awareness of the importance of good handwashing habits, with the aim of reducing child deaths due to preventable infections.
Great content with a heart. How could we not feature it?
Marketing Matters is a monthly column covering how marketers today can use Digital to drive innovation and results
Today, video is an exceptionally important marketing tool for most businesses. Video is so powerful largely because it can tell a story in a complete visual way. Over the past decade, online video has exploded into importance – quickly becoming a popular way for people to satisfy their information and entertainment needs. Video is also an important element in content marketing: statistics show that it drives traffic and that using videos on landing pages drives conversions, engaging viewers and fostering sharing and circulation. And naturally, video has become an indispensable part of social media and search engine optimisation strategies.
Video marketing begins with channels. As we know, YouTube is the video channel giant for both business and personal use. Google, the owner of YouTube, is now introducing ‘buy now’ buttons on for mobile searches, where customers seeking specific items from participating retailers will be able to instantly make purchases, opening up an important new path for potential customers and creating remarkable opportunities for marketers.
At the same time, most people are unaware of just how big Facebook has become as an emerging video sharing platform. According to Statista, the share of online population of Youtube has been going down the slope slowly since Q3 2014; and yet a trend spanning three straight quarters. Recently, lesser brands have been posting YouTube videos on Facebook; given the facts that Google owns YouTube and that Google and Facebook are competitors. Brands have ‘gone native’ and now post Facebook videos directly to Facebook. Other video platforms like Vimeo are also shifting traffic away from YouTube.
Because of this, in terms of interaction figures, Facebook has virtually wiped out YouTube, as native Facebook videos perform exponentially better than videos from all other platforms. Facebook videos are also shared more than YouTube links, as they can be shared directly. Bear in mind that those who create video content for YouTube will not optimise their success if they are not posting on other platforms as well, particularly short video and photo platforms like Vine and Instagram, which are now eating into Facebook’s market share, proving just how quickly the market is evolving.
Facebook has become a market leader due to their ability to capture a lot of data and their aggressive advertising and marketing strategies. This is very good news for marketers. However, the entire social media environment is highly dynamic and is changing every minute. Competition among different platforms is driving rapid innovation, with customer-friendly features coming out every day. To take advantage of this environment and capitalise on the benefits, marketers need to understand and stay on top of this situation.
Creating great video content starts with the mission – does the video need to generate awareness or generate a response? The beauty of video is how it can create a virtual experience and give an audience the feeling of ‘being there’. Video is highly flexible – it can demonstrate product features, like operation manuals, or for B2B video can provide a sales talk or an interview.
Being informative is not enough however – there also needs to be emotional appeal. Some videos are like TV commercials; others are more like MTV, micro-movies or even movie trailers. These are more emotionally appealing, making people laugh or cry – frightening them or generating comments. Generally though, B2B companies avoid humour in marketing.
In terms of content, video marketers need to be aware of time limitations: even though YouTube supports long-form video, these videos needs to be punchy and eye-catching to attract attention and get the message across. Keep in mind that different channels may require different versions of the same video.
The good news is that thanks to the amazing diversity of available technologies, the cost of video production continues to fall, making viral videos easier to produce and promote. Still, regardless of how well your video is produced, it may not yield the desired results if it does not include a call to action. Before you begin, think about what you want people to do when they finish viewing your video. To achieve a lasting and memorable impact, ensure you include both a visual and audible call to action.
Always bear in mind of the lifecycle of digital platforms in general and the fact that ‘the next great thing’ is always waiting in the wings.
Epicentro specialises in digital content development and is a member of the Pico Group
Awarded ‘Events Standard of Excellence’ and ‘Marketing Standard of Excellence’ in 2015 WebAward for Outstanding Achievement in Web Development by the Web Marketing Association
Daniel has been with Pico for over 15 years and is a seasoned event marketing industry professional. Foreseeing the ample opportunities presented by the world’s rapidly-changing technological landscape, Daniel began planning for a new business unit specialising in digital content solutions in 2010. Commencing full operations in 2014, Epicentro has spearheaded the development of unconventional technologies, helping our clients reach and stay on top of the market. Under Daniel’s leadership, Epicentro has established a strong client list spanning the commercial and government sectors: AIA, Airport Authority Hong Kong, Amway, Dragages, the government’s Environmental Protection Department and Home Affairs Department, the Hong Kong Trade Development Council, Jardine, Suntory and Watsons.
Mobile is a hot topic. Viewability is perhaps even hotter. Bring the two together and you have some sort of digital marketing nuclear volcano.
Well maybe. Mobile viewability is a subset of the overall “has my ad been seen and by who” issue, but a particularly tricky one. The lack of a unique user ID is the clearest roadblock. But it’s also clear that the various technologies and vendors used to solve mobile advertising delivery issues, often create further fragmentation.
Fragmentation is especially critical when understanding exactly how ads are delivered to a mobile webpage or app. In mere milliseconds – the time it takes to load a webpage or app – a typical mobile ad is requested, analyzed, bid on, approved, and served. That’s the reality of the coming era of programmatic advertising as many of you know.
In simple terms, the entire journey of an ad, from initial request to final display, has to happen really fast. That’s what programmatic necessitates. During such a rapid journey, handoffs between technologies and vendors have to be clean and consistent.
Once the ad is actually placed, a whole other set of considerations emerge. Publishers control their site or app, deciding how and where to place the ads that get delivered. On the other hand, tech vendors control how the ad is rendered. How that rendering interacts with publisher placement can go a long way in determining viewability.
Mobile ads are also becoming more complex. The banner ad, although still incredibly popular, is receding to the back of the most-effective-ad discussion. Taking its place at the front are rich media ads and video, which offer much higher levels of interactivity, engagement and ultimately conversion.
But higher levels of creative require – you guessed it – more layers of technology. Try to integrate this creative across different operating systems, app formats, web browsers and connection types, and you have countless opportunities for viewability to break down.
And here’s the final problem: we don’t even have a set of viewability standards for mobile yet. The IAB standards are designed for desktop, and therefore really only helpful as a frame of reference. So while we wait for official mobile guidelines (expected by the end of this year), viewability on mobile will continue to have a frontier feel to it. Hopefully, there won’t be too many outlaws.
