In today’s edition of MadAve Mobile Tim Ware, our VP of Mobile and Connected TV Sales, sat down with Managing Editor Anna Baskin to share his best practices for a successful multi-screen campaign. See a snippet below, and check out the full interview here.
First, you need to establish clear goals and objectives because the creative execution will be directly informed by the goal(s) to be achieved. For example, awareness, time spent, or engagement. Then you need to conceive creative for optimal consumption and engagement by device.
- Different devices elicit different types of behavior and interactions – a mouse click is very different than a screen swipe – so you need to design and build to maximize the response based on differing behavior. It’s fairly well known that smartphones generate more frequent and shorter visits that augment an individual’s video consumption throughout the course of the day. Not asking a user to do too much with smartphone video ads is a good practice, as it’s more cumbersome to interact when users are typically on the go and don’t have time to be overtly disrupted by a sales pitch. Our most successful campaigns utilize frequent brand messages that mesh well with broader campaign. Meanwhile, tablets have been shown to drive longer sessions and engagement. As a result, tablet video ads can more effectively pitch and influence consumers to interact with relevant ads, as users have tendency to have greater tolerance and time. Exposure across multiple screens will better influence recall and post-exposure awareness, and Tremor Video has set out to prove that, having just released new products that can guarantee a Cost-Per-Shift (brand awareness) in mobile.
- Screen size is important to consider when planning a campaign across devices because editing and graphics require different treatments for different sizing. For example, if you aren’t considering the screen size when you run video on mobile, you can lose details such as facial expressions or products in the background becoming too small. Medium shots become wide shots in mobile. Transitions and fades that play well in larger viewing environments often become pixelated, corrupted, or jittery when confined to a mobile environment.
- Smartphones and tablets enable touch interactivity, so take advantage of this element that isn’t available on computers or laptops.
- Think about the message immediacy mobile devices offer, and build experiences differently. People are used to a lean-forward experience on the computer, whereas mobile is more utilitarian and surfing on a tablet is more of a leisure activity.
- Remember that no two screens are identical ,so the ad experiences shouldn’t be built as one-size fits all. Engage and delight consumers, do not disrupt them. Great creative targeted to the right person in the right environment at the right time is the best way to engage consumers on any device.
Once you have smart goals and creative that works across devices, you absolutely must work with a company that utilizes technology to optimize campaign performance based directly on brand marketers KPI’s. Reach and price are important, but they don’t meet the objectives that marketers care about, like engagement, consideration, perception and intent.
Tremor Video released an infographic today entitled “Watching is Shopping: Home Improvement” which takes a look at home improvement shopping trends to better understand advertising opportunities. Check it out below.
Tremor Video hosted an event with Blue Moon Brewing Company to celebrate their Super Creative Video Ad Challenge win.
A panel of industry experts from Ad Age/Creativity, the Advertising Club of New York, the Interactive Advertising Bureau, Vimeo and Tremor Video voted to name Blue Moon Brewing Company and agency partners Integer and MC Media the Judge’s Choice Winner for their “Expressionist” video, part of the brand’s Craftsman Series of videos.
January 27, 2014
This year’s annual Beet.TV Beet Retreat was held in Vieques, Puerto Rico and brought together leaders in digital video to discuss the most important topics in the industry. VideoHub’s Anthony Risicato joined a panel on pricing, viewability and effectiveness. Beet.TV caught up with Anthony to discuss VideoHub’s take on analytics and how we’re approaching programmatic video. Head over to Beet.TV to see the interview.
January 14, 2014
At the 2014 Consumer Electronics Show in Las Vegas, Tremor Video’s Head of Market Strategy Doron Wesly sat down with Beet.TV to talk about this year’s trends in video advertising. See the interview here.
December 17, 2013
Earlier today, Tremor Video announced a partnership with Meredith Digital to serve as its exclusive third party partner to monetize their unsold desktop pre-roll inventory. MediaPost writers Gavin O’Malley and Erik Sass discussed the news in Online Media Daily and Media Daily News, respectively.
December 9, 2013
ICYMI: Last Week Tremor Video and Ad Age/Creativity announced the winners of this year’s Super Creative Video Ad Challenge. Universal McCann was named the People’s Choice award winner for the FIAT brand’s “Charlie’s Island” while Blue Moon Brewing Company and agency partners Integer and MC Media won the Judge’s Choice award for their “Expressionist” video, part of the brand’s Craftsman Series of videos.
The results were highlighted by Creativity in a post here.
Congrats to both winners!
December 5, 2013
The results of our Super Creative Video Ad Challenge competition were featured in today’s edition of Cynopsis: Digital. Check it out below.
“Tremor Video, Advertising Age and Creativity announced that FIAT’s Charlie’s Island and Blue Moon Brewing Company’s Expressionist video took the top honors at its second annual Super Creative Video Ad Challenge. The contest, which ran Aug. 5 to Oct. 31, challenged marketers to transform their video ads into immersive brand experiences.”
See the original post at Cynopsis: Digital.
November 22, 2013
Tremor Video’s Head of Market Strategy, Doron Wesly, was featured in eMarketer’s “What Clients are Saying” section.
He talked through the importance of original research as well as some of the challenges marketers face in video.
Read the full Q&A at eMarketer.
IAB Issues Final Digital Video Rising Stars Style Guide and Specs
Today, the Interactive Advertising Bureau (IAB) issued the final IAB Digital Video Rising Stars Style Guide & Technical Specifications following a 30-day public comment period.
As a participant in a cross-disciplinary group of digital advertising industry influencers that helped define these specifications, Tremor Video is glad to see these cutting-edge formats become more widely adopted.
We’re proud to support all five of the formats below across our network of over 500 publishers to deliver engaging creative experiences to consumers.
- Ad Control Bar – Permits viewers to engage in multiple ways through an elegant interface that sits just above the player controls
- Extender – Allows the viewer to choose to continue screening ad content
- Filmstrip – Invites the viewer to scroll through a multi-panel, horizontal unit, much like “The Filmstrip” Display and Mobile Rising Stars Standard Ad Units
- Full Screen – Enables the viewer to interact and then fills the player with a full canvas of engagement possibilities, such as video and social
- TimeSync – Displays rich ad content overlaid on video, changing in sync with the ad’s content
It was exciting to play a role in helping to shape these units. We look forward to seeing the robust interactivity these units provide become standard in video advertising.
To see the IAB Digital Video Rising Stars Style Guide & Technical Specifications visit iab.net/digitalvideorisingstars