Video Advertising

Small businesses are not impressed by Twitter: survey

Much of the attention lavished on social networks as marketing platforms focuses in on large brands, many of which have invested heavily in these channels and can boast about large audiences.

One of the most popular social networks with brands has been Twitter, which is now generating hundreds of millions of dollars a year in ad revenue and may go public in the next year.

How can data fuel creativity?

In a world where retargeting with dynamic ads seems like the only option to improve creative through data, marketers are beginning to look at what other options exist, for both brand and performance advertisers to run better campaigns.

The value of rich snippets and structured data

schema.orgAt the beginning of this month, I gave a talk on how to increase CTR using rich snippets at SMX Israel.

What I notice that other posts written about rich snippets are more about what new structured data now appear in the SERPs and some actionable development resources.

What I find lacking, which I tried to cover in my talk, was being able to show your client why it’s important to them as a business, not just because “that looks better”.

Can an algorithm predict the success of video ads?

A new algorithmic tool aims to predict the amount of earned media video ads are likely to attract before they are launched. 

Unruly Media’s ShareRank tool aims to provide advertisers with insight into the psychological, social and content triggers which influence success, and to allow them to do this before they spend any money on ads. 

Unruly’s Head of Business Development, Cat Jones, has been working on ShareRank for the past six months. I’ve been asking her about the tool. 

YouTube: invite viewers to stay with user-generated video

A new search ranking algorithm update has shaken things up for ecommerce managers who have been incorporating video into their search strategies.

According to Google and YouTube, they are adjusting rankings so that videos with more “watch time” are ranked highest. In other words, the amount of time a video is played and, presumably, watched, matters more than how many times people view it.

The solution to this ranking challenge is user-generated video. We know that site visitors are interested in what other customers are saying about your products. People value these honest, objective opinions from those outside of your business.

What’s more, user-generated videos are more than informative. They’re often funny, which can compel viewers to stay tuned longer.

Eight different ways of using product videos in ecommerce

In order to improve conversion rates and limit the number of returns, ecommerce sites need to provide customers with as much information as possible about the products on offer.

While this can be achieved through the use of copywriting, images and user reviews, videos are potentially the most effective way of demonstrating a product to the customer. 

I recently blogged six examples of retailers that used product videos to improve conversion rates, and we’ve also looked at best practice tips for product pages.

But the use of video isn’t limited to just displaying products. There are a number of different ways that ecommerce sites can use video to inform and educate their customers.

So here are eight different ways that video can be used in ecommerce…

Six retailers that used product videos to improve conversion rates

Product videos are a great way to improve conversion rates online as they reassure the customer by helping them make an informed purchase decision.

One of the main problem with ecommerce is that you can’t hold the product in your hands before you buy it, which is why offering free returns is such a great selling point.

But video is also a great way to limit the impact of returns, as it gives customers a full view 360 degree of the product.

We’ve previously blogged best practice tips for ecommerce product videos, and recently looked at the rise of video in 2013.

With this in mind, here’s a round up of some stats showing how product videos have improved conversion rates for six online retailers…

17 digital marketing and ecommerce trends for 2013 by Econsultancy CEO Ashley Friedlein

Following are my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for 2013. As is traditional for my trends, there are around seventeen of them.

I haven’t spent too much time on giving extensive justification for any of these; they are based largely on the many conversations I have with industry influencers and practitioners.

Many are really just notes, or bullet points, but I’ve tried to give links to further information if you want to delve deeper. They are in no particular order though I’ve started with the more ‘strategic’ stuff.

As ever, I’d be very interested to hear your thoughts, or feel free to post a link to your own trends or predictions. 

Will social TV and the second screen move beyond advertising in 2013?

Though the definition of social TV does expand beyond second screening to the advancement of technology in our TVs themselves and the interaction with programming, it still often relates to how consumers use their tablets and mobiles while watching traditional TV programming.

With the rise of video in 2013, it is only natural that we will continue to look at our relationship and interaction with all of our devices. As the use of mobile while watching TV is steadily increasing, 2013 may bring more overlapping content that moves beyond advertising.

The rise of video in 2013

As companies further embrace the need for content, video is becoming a bigger part of editorial calendars and content teams.

Gone are the days of shooting a 10 minute interview and slapping it up on YouTube. Consumers’ tastes have become more sophisticated and short form video content has become our brain candy.

But what will 2013 bring the industry in terms of video?

How the internet changed Christmas

The internet has become so integral to our everyday lives that even the most old-fashioned items on the Christmas ‘to do’ list have now been transformed. 

So it’s true that in some situations, we actually can’t live without technology, but metaphorically speaking, could you have survived Christmas without it?

Here’s my top 10 ways in which the internet changed Christmas in 2012:

Six tips for an effective online press room

What happens when a journalist comes to your web site and tries to find information? Can they easily find what they need or instead, do they click off, and visit one of your competitors to get the info they need?

Your online press room should be an important component of your PR, sales and marketing plans. Your press room is open and working for you 24/7. Editors and writers often work late at night, on the weekends and holidays when your PR and marketing teams are not available. Your website and its press room have to be able to provide all the info needed.