Aug 08

The rate at which the online advertising and digital marketing landscape has evolved over the past 6 years since Google acquired YouTube is mind boggling, even for those of us involved in the video industry. A recent post by MediaNews sums it up nicely, but here is a one sentence summary on the trends that have evolved. We have gone from user generated content (UGC) to aggregation to professional content to technology, distribution, content differentiation, and real-time bidding (RTB). The one constant is change (thanks Heraclitus) and with change comes the opportunity for new business models.

The trends mentioned above are a good indication of where we have been and where we are at present but should not be looked at individually. Instead they should be seen holistically as a view of the overall eco-system that is still being developed and the services that are merging and evolving. What we have seen at Preview Networks for example, is that a combination of content differentiation, distribution and RTB initiatives can effectively determine audience reach, quality and relevance which can be different dependent on the brand, advertiser or campaign. The one constant is the quality of content which is ultimately the differentiator. A case example is the premium content we receive from major movie studios such as 20th Century Fox and their latest campaign push for the Abraham Lincoln: Vampire Hunter movie.

If you apply the earned, owned and paid media strategy discussed in past posts to this example, we enabled the distribution of the movie trailer, graphics and text to established publishers in our editorial network, earning them PR pick up and mentions, enabling the sharing of this content through our video player on websites and apps on mobile, tablet and TV platforms. This is where the earned media strategy comes in and extends the message, on top of whatever owned strategy the studio already implements. Applying a paid media strategy on top of the earned and owned amplifies the audience reach even more increasing views, clicks, or impressions depending on the content or campaign goals. So while the video evolution can sometimes be very confusing, the possibilities for brands and advertisers are essentially limitless depending on budget and strategy.

This is a very exciting time for us and our customers. As the online advertising industry continues to evolve, we have built on our deep relationships with major brands and distributors to provide additional services, as the research shows video works for entertainment marketers (Source: Videology Report). The continued extension of services available is an opportunity for any major brand or advertiser with online video to market. Even though the 2012 forecasted spend is unlikely to reach actual spend by the end of the year, all signs still indicate online video is a powerful marketing tool that is increasingly being implemented on multiple platforms. The important thing to remember here is the fluidity of the brand message on all platforms. For more information on this topic, check out some of our past posts describing these behavioural trends on smartphone, tablet, and TV by consumers.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Apr 18

The BRAVES  is the first award show recognizing and rewarding the role brands play in online video advertising and content development. Brands are not alone in the creative development process as agencies and technical platforms help make the magic happen, but the BRAVES recognize that none of it would be possible without quality branded content. Whether the content is entertaining for the audience, artfully shot, or brilliantly executed comes down to how many creative minds were involved in the process and that is where partnerships become particularly important.

Relevant partnerships play an important role in the video ecosystem which is becoming larger and more complex by the minute. However, stripped down the the basics you could perhaps break it into three categories. Or, that’s at least the way the BRAVES sees it when it comes to nominating brands. The Campaign BRAVES recognize creative excellence of brands and agencies in the use of video in advertising campaigns. The Content BRAVES specifically recognize the role brands have played in branded video content from the beginning. And finally, the Technical BRAVES recognize the rapid growth and reach of video which has been enabled by hosting, monetization, analytics and distribution services, like Preview Networks.

Which is why we are proud to announce our Technical sponsorship in this year’s BRAVES awards and encourage all brands, agencies, and technical hero’s to nominate their video campaign, content, or service that has enabled or pushed the video industry to the next level. This is a space that is only going to get more interesting and it couldn’t happen without all the relevant players. Managed by the same company that hosts The Festival of Media each year C Squared, makes this event another soon to be sought after awards show to be involved in for the video industry. So enter your campaign, content or technical video service today!  Some important dates to keep in mind are below, and be sure to watch the promotional video for more information.  We hope to see you there!

  • Final deadline for entries: 25 May 2010
  • Shortlist announcement: 21 June 2012
  • Awards ceremony: 11 July 2012

About Preview Networks

Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Nov 15

According to 400 marketing professionals is the preferred marketing method for B2B marketers (entrepreneur.com). This was based on a study by HiveFire that indicated traditional marketing strategies such as print advertising, search engine marketing, and PR were not nearly used as often as content marketing.

“In fact, 82 percent of respondents now use content marketing in their programs, which makes it more popular than search marketing (70 percent), events (68 percent) and public relations (64 percent) and over two times more popular than print, TV or radio advertising (32 percent)”  (getcurata.com).

Content marketing defined as “the creation and publication of original content — including blog posts, case studies, white papers, videos and photos — for the purpose of generating leads, enhancing a brand’s visibility, and putting the company’s subject matter expertise on display” (entrepreneur.com).

Marketers aiming to engage customers and prospects, increase website traffic, or even sales are focusing more on content curation efforts. This means finding, organizing, and ultimately sharing content. As mentioned in “The Secret Ingredient for Enaging Content” the content marketing process begins with creating content worth sharing.

B2C marketers are ahead of the curve when it comes to incorporating into marketing plans as video enhances the tangible product experience . It draws the consumer into the message they are trying to communicate. Touch and feel is replaced by entertaining or informative content.

The same logic can be used for B2B marketing, as the same appeal for moving images and graphics versus text applies. Only a shift in the content creative strategy remains. At the end of the day, businesses are made up of people who are consumers. Curating content worth sharing should involve both informative as well as engaging content.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, apps and . Our content is available on MSN,, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online . We work with more than 300 brand and companies. Learn more on previewnetworks.com

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Sep 20

Video is quickly becoming one of the most effective communication tools online and according to Google, rich media ads with video not only drive better business results, but are expected to grow by 38% in 2011.  As we have discussed in prior posts, it begins with creating engaging video content. This process is no longer as complicated nor as expensive as it once was, with affordable agencies and online community options becoming available everywhere. In fact, a recent case study done by Getty suggested that Microsoft may be building an even easier option yet.

Image courtesy of publishing2.com.

However, once that engaging content has been built the secret ingredient lies in structured distribution into trusted and relevant editorial content spaces. A video placed in this media space encourages readers to become viewers and enhances the relevancy and experience of the content piece for the consumer creating a happy matrimony between text and video, not to mention an increase in audience and participation.

So how does that happen? It starts with brand owners who create the video content either themselves or through the use of a creative agency. How much exposure the video content receives depends on distribution relationships which can go from one to many when media and PR agencies are involved. According to The Growth of Branded Content, the breakdown in exposure can be largely logistical. “Lack of co-ordination and fragmented budgets in compressed delivery schedules create confusion all too easily” (Marc Heal, fourthsource.com).

Therefore, it’s best to keep it simple. Since brands are beginning to create content themselves, they also have it within their power to become their own publishers in full control of how and where content is syndicated. Which leads to the concept of The Content Graph. According to Scott Karp, “The Content Graph is about leveraging the brand equity and consumer trust that is the greatest asset of every traditional media company. It’s about building a content brand’s reputation through distribution” and using the power of networks to make it happen (publishing2.com).

So how do brands begin to work as media companies? By developing distribution relationships with platforms and channels (like Preview Networks) that already have over 2,000 trusted medias throughout Europe integrated into our network. This eliminates the one to many relationship and logistical nightmare that can prevent quality content from going where it needs to go. In relevant editorial content spaces that consumers trust.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, apps and . Our content is available on MSN,, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online . We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

Sep 01

The 2011 Streaming Media European Readers’ Choice Awards have just kicked off which allows the European community to vote for their favourite products and services in the digital industry. Preview Networks is happy to announce we have been nominated in the best Online Video Platform category this year.

Anyone can vote, and the 2010 awards received more than 12,700 votes from over 3,400 voters. There are 10 products and services categories to choose from in 2011 in addition to a Best Live Webcast and Best Streaming Innovation options. The latter is sort of a “catch-all” category, for the coolest or most innovative streaming product, service, or event of the year.

If you haven’t voted, be sure to click here to register. A list of the 10 products and services categories to vote on are as follows:

  • Transcoding Solution
  • Online Video Platform
  • Mobile Video App or Solution
  • TV over IP Solution
  • Reporting, Analytics
  • Streaming Services Provider
  • Video Advert Platform
  • Webcast Platform
  • Delivery Network
  • Music & Audio Delivery Solution

Last year’s awards drew more than 240 nominees and given the growth of the online industry year over year, this year’s nominees are bound to be a bigger group yet. Show your support for the best digital content solution on the market today by casting a vote online now! Voting will remain open until September 23, 2011.

About Preview Networks

Preview Networks is Europe’s largest preview network. We serve websites, apps and . Our content is available on MSN,, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online . We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

 

Feb 07

Preview Networks is happy to have Andy Chen, our newly appointed CEO, on board to lead the company through the exploding opportunities in online video.  A digital media veteran, Andy started his career during the dotcom days in Silicon Valley with his most recent position as a VP for MTV Networks Europe and Viacom Brand Solutions International, responsible for all sales, strategy, and the creation of digital commercial ventures in Europe.

Andy sat down recently with Matt Bamford-Boes of Digigen and the TinMan blog in the UK and shared his nuggets of knowledge on the industry and where he sees it moving in the future.  You can read the full interview in detail here, however the overall message is “if content is king, distribution is most definitely queen” as branding is taking on a new distribution life-form in video.

According to Andy, brands are beginning to behave more like media owners and publishers as a natural evolution of advertising in the attention economy.

As someone who reads about the online video industry on a regular basis, it is often confusing to sort out who does what, as the technology available and methods of getting content to consumers is changing radidly. Video is a highly fragmented sector of the digital media business and it has a wide range of formats.  Content is scattered and hard to centralize in a hub on the web, but that’s exactly what we provide – a single point of contact for content distribution and publication.

As Andy mentions in his interview, quality content will never have a shortage of audience.  Getting it to the masses on the other hand, is about structured distribution.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, apps and . Our content is available on MSN, , IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 1,500 other online media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

Jan 18

Effectiveness of Online Video

By Heather Timmerman Digital Media Trends Comments Off

Results of a year long study done by Sky and the Internet Advertising Bureau is one of the most extensive done that provides insight into the role of online video advertising.  You can read about the study in it’s full detail here, but I have highlighted some areas of interest below.

The study included 6,000 participants, testing 11 brands, 24 campaigns, and 5 ad formats, across 6 websites featuring news, entertainment, and sports content.

Pre-roll video delivers highest brand recall. Despite the level of potential annoyance, pre-roll video combined with a companion banner delivers the highest brand recall at 47% compared to use of pre-roll only at 44% and branded video player at 43%.

Quality content has an effect on brand recall.  As mentioned in a previous post, viewers understand the trade-off between waiting for an ad to play in order to get quality content and also whether or not that ad content is memorable.

Branded video players deliver call to action. While pre-roll may have the highest brand recall, branded players have the highest CTA response.  ”Formats that provide dwell time, such as branded video players were found most likely to deliver a higher call to action response, with a 1.23% click-through rate average across all campaigns.”

The bottom line:  6% of people recalled a video ad and clicked to make an immediate purchase, while 54% chose to delay a purchase or investigate the brand in their own time. Brand recall was higher at work and click through rates where higher at home.

So if you want to catch peoples attention, best to advertise during the day time, but if you want action, save it for the evenings.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, apps and internet TV. Our content is available on MSN, , IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 1,500 other online media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

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