Maryn Cannon
Category: Strategy
03.15.2018
Digital Marketing
Why Media Companies are Shifting Their Attention from Facebook to YouTube
While Facebook Watch hasn’t taken off as a revenue source for publishers and the social network has deprioritized publisher content, YouTube offers something of a safe harbor for publishers that want to get into the video business. “We all had the sense that the gross tonnage of views on Facebook was hitting a certain peak, and also, as a platform, Facebook didn’t have the same degree of intentional viewership that a platform like YouTube did,” said Fatherly CEO Mike Rothman.
YouTube offers direct access to intentional viewers that are open to viewing long-form programming. Because of this, YouTube offers value that Facebook does not, and has the potential to be used as a test-bed for fresh content. It is important for brands to remember that as with any platform, building impactful engagement on YouTube requires patience and diligence and cannot be achieved overnight.
Brand Management
Why Brands Must Form an Identity to Retain Customers in the Voice Economy
Not so long ago, consumers would only initiate a conversation with a brand if something had gone wrong, but now consumers are starting to use conversation to do much more: to explore options, to make purchases and even to investigate medical issues. Whether it’s in the form of instant messaging or voice-user interfaces, conversation is becoming an ever-present part of the entire experience chain. What impact will this conversation renaissance have on brands?
It is becoming increasingly common for brands to initiate a dialogue or simple conversation with consumers in an effort to meet their goals. While personalized communication is valued (and in many cases, expected) by the consumer, it’s important for brands to achieve some level of personalization while maintaining an authentic, unique and consistent brand identity. This requires a delicate balance.
Video Advertising
360 Video Ads Boost Purchase Intent by 7%, Study Finds
Video ads using 360-degree technology drive 7% higher purchase intent on smartphones and a 12% increase in the belief that a brand has a “unique story to tell” when compared to traditional video ads, according to a new study by IPG’s Magna and IPG Media Lab units done in conjunction with YuMe by RhythmOne.
360-degree video ads are not only visually appealing, they are highly interactive. Consumers are excited by this creative content — video completion rate and post-video click-through rates are higher when compared to those from traditional advertising videos. It’s important to note that in order to make a successful 360-degree video, the content itself must be interesting and creative.
