#AdFormat

[zoofsoftware]

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[garyglobalsolutions]

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[afsanaakhter1999]

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[moremarketresearch]

New Video Ad Formats in Streaming TV Are 2x More Favorable than Traditional TV Ads Study from Magna and Roku

New Video Ad Formats in Streaming TV Are 2x More Favorable than Traditional TV Ads Study from Magna and Roku. Study finds brands that use innovative streaming TV ads drive 78 percent greater search intent compared to traditional TV ads. January 19, 2023, NEW YORK - MAGNA Media Trials, MAGNA’s industry-leading proprietary research offering, and Roku announced a new study in partnership with the Roku Brand Studio that finds new video ad formats in streaming TV are twice as favorable as traditional TV ads for consumers. Today, marketers want to stand out in the shift to streaming. Traditional TV ads alone miss an opportunity to surprise and delight across the entire streamers’ journey outside the traditional ad break. The Beyond the :30 on Streaming TV report examines how marketers can make streaming TV ad experiences more engaging and impactful. Three new “Beyond the :30” video ad formats were tested: - Thematic Tagged Vignette: A 30-second animated ad where a brand celebrates streaming. - Roku Original Vignette: A 30-second ad where a brand references the Roku Original show being streamed. - Watch Alongs: Ad breaks where a brand sponsors discussion about the show or movie being streamed. All three “Beyond the :30” ads posted stronger results than traditional TV ads for top-of-mind brand recall (+57% “Beyond the :30” vs. +43% traditional), brand favorability (+8% vs. +3%), and intent to search (+16% vs.+ 9%). These results illustrate the strong promise of “Beyond the :30” ads, including enhancing brand awareness and promoting purchases. “In the current advertising environment, it is important to recognize that viewers can easily skip over advertising, but our study found they are less likely to do so if the ads are as entertaining as the programming and present a more enjoyable experience,” said Kara Manatt, EVP and managing director, intelligence solutions, MAGNA. “One of the most memorable formats for viewers is Watch Alongs, likely because the advertiser is offering the viewer added value to the show they are watching.”

Key findings from Beyond the :30 on Streaming TV include:

- Thematic Tagged Vignettes catch attention: 65% of respondents agreed that the spots “taught me something new,” besting traditional spots by some 20 points. - Roku Original Vignettes triple return on purchase intent: +10% purchase intent for Roku Originals Vignettes vs +3% for traditional TV ads. - Watch Alongs improve recall: 66% top-of-mind ad recall for Watch Alongs vs. 39% for traditional ads. “Better TV storytelling for brands starts with Roku,” said Asaf Davidov, director, head of ad measurement and research at Roku. “The takeaway for marketers is clear — the key to winning the entire streamers’ journey is surprising and delighting beyond the traditional TV spot.” The research involved multiple brands representing different verticals, including T-Mobile and Subaru. An at-home panel of 1,316 viewers was divided into randomized exposed and control groups, who watched content of their choice interspersed with streaming-specific advertising and traditional advertising. Following the content-viewing experience, viewers were surveyed to assess the impact on brand key performance indicators, or KPIs, and to learn more through consumers’ points of view. Read the full article

[vianinja]

[adplatforms]

Verizon Media builds out Moments native ads to allow gaming, carousels and shopping

Verizon Media has increased the capabilities of its Moments native advertising format to give marketers more options than before, opening up the format to new gaming, shopping, 360-degree and carousel products.

The group, formerly known as Oath, is looking to position itself to better benefit from an upswing in native ads in the US with it comprising almost 60% of digital display spend in 2018 according to research from eMarketer.

On top of partnering with Microsoft earlier this year to add its native formats to the likes of MSN, Outlook and Xbox properties, the company has also expanded its capabilities to better tailor to the demands of marketers.

Firstly, it has introduced touchpoints that allow brands to build shoppable experiences in ads, courtesy of digital pins. Next, game advertisers can now demo their titles in the ad blocks without any need to pre-install. Carousel ads can showcase multiple products – dynamic product ads can resurface abandoned carts in the carousel. A new panorama feature is capable of housing 360 experiences on mobile. And finally, marketers can add countdowns to their ads, effective calls to action during sales and events.

Stuart Flint, vice president EMEA at Verizon Media: "Our Moments formats allow us to give customers exciting canvases to connect with mobile users, allowing full-screen interaction placed in premium content to reach optimum brand and performance goals. Feedback from our clients has been positive and useful, allowing us to improve our offering with new and exciting features that provide a more immersive experience for consumers."

It claims to have run 800 campaigns through Moments before the latest update, and is on the hunt for more brands to adopt the format in its many adaptable forms.

Source: https://www.thedrum.com/news/2019/02/21/verizon-media-builds-out-moments-native-ads-allow-gaming-carousels-and-shopping

[beyondlightdigital]

Social Media Advertising 101: How to Use Social Media Ads to Increase Leads

Social media advertising is an effective way to increase leads online. By using targeted ads and the right ad formats, businesses can reach their ideal audience and encourage them to take action. A/B testing can also be used to identify the most effective ads and optimize lead generation efforts.

[adpumb]

The best way to drive sales and engage people is by using interstitial ads. Learn how you can use these ads to drive higher conversion rates and to increase ad revenue of your app.

[allaboutlive]

Interactive add-ons for in-feed ads on TikTok

TikTok announced their rollout of interactive add-ons for in-feed ads. The update aims at offering a way for brands to create more engaging ads on the platform with the newly added popups, stickers and other visual elements. Interestingly, TikTok tiered these new features into a standard and premium provisions as displayed below.

According to TikTok, the add-ons include:

Pop-out Showcase, which is a product pop-up at the end of the video

Gesture, an interactive display card to prompt swipes and gamify the product interactions, and drive conversions

Super Like, animated reactions

Display Card, which would appear at the bottom of the user screen to provide context for the promotion in the video

Gift Code Sticker, to personalize reward experience for users

Voting and Countdown stickers, which are similar to the poll and countdown features on Instagram stories

This update from TikTok is for sure seen as an act of catching up with ad provisions like other well-matured social media platforms like Facebook, Twitter and Snap. I previously discussed TikTok’s disadvantages in inserting ads, specifically video ads because of the platform’s short video limit. However, with its recent launch of 10-minute videos and these new add-ons, these interactive stickers and seconds-long animated ads would be some of TikTok’s first efforts to achieve both an ad revenue while sticking with its short form and fast-paced content environment. TikTok also continues to appeal these new features to advertisers with data about its engaged users, where 57% of viewers are more likely to search for brand information when they are in contact with businesses on TikTok and that active sharers are significantly more like to visit physical stores and land on a purchase. 

Following, I would like to learn more about how these interactive ad pricing may be similar or different from that on Facebook Business Suite and Google Ads, and how well they are going to help brands drive web traffic, consumer engagement and sales in the coming months.

[aprimemarketplace]

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[boutwelljd]

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[smartpro1]

[coolelectronicsnow-blog]

Dashboard Phone Holder makes driving directions easy to follow with this phone holder. 

[vianinja]

[adplatforms]

How programmatic plans to be the pathway to consumers’ minds in 2019

Ad innovation offers value and access to brands as they reach audiences on different platforms or in new environments, says Vishal Parekh, director – sales, Verizon Media

Programmatic will follow the audience in 2019

Over the last few years, any forecast for digital advertising has centred on the growing dominance of programmatic advertising. Zenith recently estimated that 65% of all money spent on advertising in digital media in 2019 will be traded programmatically, adding that it’s only a matter of time before programmatic trading becomes the default method of trading for all media. If you look at the state of programmatic in India, India is the fastest growing country in terms of programmatic ad spending.

Economic efficiency is combined with effectiveness - reaching the right audience with precise targeting -- measurement and transparency. Adobe’s Digital Insightsreveal over 3/4th of consumers online preferring targeted advertising. Programmatic is going to evolve fast. But before we look at the road ahead for programmatic, here’s where it stood at the end of 2018.

Transparency, trust and brand safety were top themes in 2018

READ MORE

A defining moment for digital advertising this year was theEuropean Union's General Data Protection Regulation or GDPR. It paved the way for regulators to protect consumers and keep a check on data privacy violations. It wasn’t long before advertisers realized that the best way for GDPR to work effectively, was for Internet brands to collaborate and come together for an industry-wide framework on transparency. This could eventually set the standard, leading to more effective strategies on targeted advertising and experiences that are relevant to customers, while retaining their trust. 

Another major initiative in 2018 pushed for greater transparency and fraud prevention -- Authorised Digital Sellers, or ads.txt, emerged as an important tool to help ad buyers avoid illegitimate sellers and a secure method that allows publishers to publicly declare the companies, they authorize to sell their digital inventory. Widening the impact, IAB recently opened beta testing of the mobile version of the Ads.txt tool. Overall, transparency and brand safety were big buzzwords in 2018, as key stakeholders in the programmatic ecosystem doubled down on enhancing brand safety, tackling data abuse and online ad fraud.

New formats, emerging technologies to power programmatic in 2019

Today’s advertisers are going where the audience is. They want to reach engaged consumers on a multitude of platforms. The range of ad formats available through programmatic trading is also growing -- like programmatic audio ads, which represents a new buying opportunity. Digital audio is the number one app activity on mobile. Advertisers are increasingly looking at reaching highly engaged podcast and streaming audio listeners in a brand safe environment with programmatic audio ads.

Video advertising is going to be bigger than ever in 2019. With low data prices, and high smartphone penetration, India has become the fourth largest consumer for mobile video ads, according to a recent InMobi India

report. With streaming services catching on and the growth of Over the Top (OTT) video programming, the potential and uptake for video ads follows. The kind of content that is drawing consumers in, will offer publishers a more holistic approach to monetise.

Premium ad innovation will continue to disrupt programmatic advertising. National Geographic used Oath's first-in-market programmatic VR ads to promote its docudrama 'Mars' Season 2. Advertisers can now extend to the virtual world. I see ad innovation offering value and access to brands as they reach audiences on different platforms or in new environments. With the Internet of Things (IoT), consumer products are going to be “experience platforms.” As digital advertising moves to become hyper-contextual, programmatic will be the path to the most effective advertising. A key trend that will pan out is newer applications of technology across the programmatic space. From enabling innovative new ad offerings to evaluating blockchain to combat ad fraud, Artificial Intelligence will see widespread adoption in 2019. Advertisers will leverage it to run smarter, more relevant campaigns through predictive audience targeting, among other uses.For advertiser’s visibility and control will continue to be top priorities moving into 2019. But as importantly, they will continue to seek new opportunities to engage meaningfully with consumers. Against this backdrop, programmatic will be the key to deliver the most pertinent advertising, helping advertisers target new and existing audiences with complete precision.

Source: https://brandequity.economictimes.indiatimes.com/news/advertising/how-programmatic-plans-to-be-the-pathway-to-consumers-minds-in-2019/67977828