4 Ways To Promote Brand Videos That Target The Right Viewers

By Jessica Klein

YouTube presents brands with different ways to advertise their video content. Some methods work undeniably better than others depending on the specific type of content, and the YouTube Playbook for Brands urges readers to make those distinctions.

With that in mind, here are some guidelines for your brand to follow when it comes to promoting online video via YouTube.

1. Always Answer Consumer Queries First

Viewers who are engaging with your brand for the first time probably have some questions. What exactly does your brand do differently from others of its nature What makes it unique Who is the product meant for

To answer questions like these, your brand should always promote its hygiene content. It should be available constantly and show up first thing when possible consumers make relevant searches. Thus, “always-on” campaigns that use TrueView in-search work best to promote what viewersalways want to know.

2. Cater Regular Content to Your (Potential) Regulars

If your brand puts out certain content on a regular basis (say it’s sponsoring a concert series or creating weekly DIY videos), it’s best to showcase that to the viewers most likely to tune in so often to your channel.

In-stream advertising lets you target specific demographics, so you can make sure your ads supporting hub content appear in front of videos about topics that relate to your brand or to viewers that indicate interests in line with your product.

3. Don’t Be Afraid to Make a Big Impression

If your brand is trying to spread the word about a major, short-term event, go for the YouTube masthead. You can book a spot there for a full day, therefore resulting in massive reach and creating a sense of urgency around your time-sensitive promotion.

4. Tack on the Famous “Subscribe” Button

Like promoting via the masthead, using the digital video platform’s mobile roadblocks allows your campaign to run for a full 24 hours as a pop-up ad on mobile devices. Though you can’t annotate mobile videos on YouTube, you can ask viewers to click “subscribe” on these roadblocks, so take advantage of the opportunity!

Global Ad Expansion Points to Digital

The latest forecast from ZenithOptimedia shows that global ad spending is healthy again due in large part to increased adoption of digital media. Digital media is set to rake in over 28 percent of ad spending by 2016, a number that includes both mobile and desktop. This will have increased ad spending in this area by 7 percent since 2013, a large gain in just 3 years’ time.

Of course, the increased attention to digital means that things aren’t looking so hot for traditional media. Print is forecasted to be the hardest hit, dropping 5.2 percent to 19.6 percent of total ad spend. TV, still the largest category looks to lop off 1.3 percent of ad spend to bring it down to 38.3 percent share of ad spend.

In general, however, global ad spend is predicted to grow by 6 percent in just a few years.


Source: MediaPost

#FoodPorn A Hit On Instagram

You just can’t help but get hungry when you see particular food posted through Instagram. It happens all the time, whether it’s a friend showing you what they ate for lunch, or a new restaurant showing off one of its specialty dishes. Now, a new campaign titled #FoodPorn is generating a lot of views for various restaurants – and making people hungry in the process.

Applebee’s is just one of the many restaurants taking part in the campaign, using Fantographer to encourage diners to snap pictures of their meals, or of themselves eating said meals, and picking the best ones to post on its Instagram account, using the sub-label #FoodPorn. The campaign is turning out to be a success, as the restaurant chain has managed to gain 4,500 new followers. That’s a 32 percent increase, with 25 percent engagement.

“People continue to prove that they’re more into the stuff they create versus the stuff we create,” said Shannon Scott, executive director of marketing communications for Applebee’s.

770 images have been submitted thus far, with just under a tenth of them being used on the account. This will give Applebee’s plenty of fresh content to post to the account well into next summer.

Applebee’s isn’t the only company reveling in #FoodPorn success. Taco Bell has managed to reach out to 12.5 million 18-to-44 year olds over a four-week run with its Instagram ads, providing a 29-point incremental raise in the process. Chobani had a smaller yet still significant outreach, with 4 million 18-to-54 year olds interested in its Instagram campaign from mid-March to mid-April this year, with a 7-point incremental lift.

Though spending wasn’t revealed for the programs, they appear to be paying off when it comes to attracting hungry customers – and the trend isn’t dying down soon. McDonald’s Arabia is playing a huge part, even though it’s posting more about the chain’s iconic arched sign rather than actual food, and other restaurants could be playing a part soon as well.

In the meantime . . . we’re hungry.

Sources: Adweek, Mashable

Only 1.35% Spend In Mobile Games

When it comes to mobile gaming, there are millions of players out there playing every day, with the top games boasting hundreds of millions of monthly players. However, when it comes to actual spending in said games, there’s a steady decline that shows no signs of increasing.

A study across millions of gamers by mobile-marketing automation firm Swrve indicates that players who pay for items in mobile games are continuing to drop, down from 1.5 percent earlier in the year to 1.35 percent in July.

Speaking with GamesBeat, Swrve chief strategy officer Hugh Reynolds and Swrve CEO Christopher Dean explained that 62 percent of all mobile game revenues come from approximately 0.13 percent of all players. Considering the immense growth of the mobile gaming market in general, that’s a shocking number. And to some, maybe a harsh wake-up call, since most developers rely on purchases in free-to-play titles to make ends meet.

“This shows how game companies are dependent on a small group of people who are paying the bills,” said Reynolds. He also pointed out that more consideration should go the way of new users, especially considering that a great number of them don’t provide any given revenue to the game.

Within those numbers, approximately 18.4 percent of unit sales and 32.3 percent of revenue are split with the $10 to $20 that’s spent on a monthly basis. Those numbers are actually increased from earlier in the year, where they sat at 8.2 percent and 22.4 percent, respectively.

The monthly average spent on an app, for those who do invest, is $24.93, which is nearly a $3 increase from back in January. The average player does usually invest about three times a month, with each purchase around $8.35 a pop.

Out of all paying gamers, approximately 50 percent only make one key purchase a month, while a much lower 16 percent invest five times or higher in purchases.

“These findings stress once again just how important it is to consider retention and conversion — rather than simply acquisition — when it comes to building a successful mobile business,” said Dean. “With such a significant percentage of revenues coming from a small base, it is essential to both attempt to increase that number with smart in-game campaigns but also identify your most important players and personalize their experience.

“One interesting finding was the growth in ‘mid-tier’ SKUs [stock-keeping units]. The data suggest that users are more willing than ever before to make relatively significant one-off in-app purchases in mobile and that developers should start to consider this type of purchase as core to their business.”

Reynolds concluded, “You have to identify the people who generate revenues, understand those people, build a relationship with them, and give them the marketing campaigns and user experience that they expect.”


Source: VentureBeat

Oculus VR Platform Debuts

With $2 billion in funding from Facebook behind it, the Oculus Rift virtual reality headset is picking up steam. And this past weekend at the Oculus Connect conference, the device made even more waves, not only with the debut of a new prototype, but also a marketplace that will make it easy for developers to sell their games and applications.

Titled the Oculus Platform store, the space will let developers distribute their virtual reality-related goods with ease, and will be released sometime this fall. The virtual site will be compatible with a number of devices, including iOS and Android, Windows Phone, Chrome, Firefox, Safari and Internet Explorer.

Through the Oculus Platform, developers can bypass the “middle man” and build up a suitable library for those who purchase the headset upon its release, providing one convenient stop to offer the best games and other programs.

Along with the debut of a new Crescent Bay prototype headset — which will replace the developmental DK2 headset that’s already been distributed — Oculus Platform is promising big things, allowing visitors to shop in a holodeck-based space with floating tiles featuring different applications. Utilizing a separate Gear VR touchpad, you can make your selections in this space, and then download once the selection is complete. The store won’t be based on any sort of currency system, as it will act as a portal for developers to “give things away for free,” according to Oculus co-founder and VP of Product Nate Mitchell.

“We want to offer developers a way to get feedback on their content as soon as possible,” he said. It will eventually tie into another marketplace where items can be purchased, though that hasn’t been given a release date just yet.

Oculus will utilize the Platform with its own programs, including the forthcoming Oculus Cinema and the photo-supported Oculus 360, but it will mainly be an open door for the community of developers slowly but surely building up for the device.

The Oculus Platform could, ahem, virtually be a dream come true when it debuts this fall.

Source: TechCrunch

‘America’s Funniest Home Videos’ Hitting YouTube

Pratfalls, blunders and slip-ups won’t just be relegated to TV anymore.

America’s Funniest Home Videos, the popular weekly show that features a number of sent-in clips featuring various blunders and goofs, will be taking to YouTube soon, with ABC teaming up with Disney’s Maker Studios to produce original web content for it.

As part of the forthcoming service, a new show called ShayFV will be introduced, a weekly 17-episode series that will feature YouTube sensation Shay “Shay Carl” Butler. In addition, a segment called AFV Do Overs will feature comedians like Jason Horton, Ceciley Jenkins and Ed Bassmaster re-enacting certain moments from the show, which will air a week on TV before making its debut on the YouTube channel.

The deal is inked specifically between Maker Studios and AFHV producer Vin Di Bona Productions. As a result, the AFHV brand will be part of the channel, and content will be uploaded to the Google-related site after airing on the show.

The new AFHV will also be a portal for other YouTube stars, including the likes of Sam Macaroni, Barely Political, Edward Vilderama, Very Good Listeners’ Brian Morgan and Brooke “Dodger” Lawson, and others, who will appear regularly in the series.

“I never could have imagined, when I first pitched this idea in 1989, that using viewer-generated content to entertain families would become the phenomenon it is today,” AFHV creator Vin Di Bona said in a statement. “Our relationship with Shay Carl and YouTube’s talented roster of comedians is the perfect extension of the AFHV brand as we continue our quest to engage a new generation of ‘AFV’ fans and develop memorable destinations for every platform for audiences who love to laugh.”

Shay Carl also believes the show was a great influence on him. “If it wasn’t for AFHV, I may have never posted that first video of me dancing in a unitard,” he said.

This opens up a new avenue for the show, which is considered the longest-running primetime entertainment show in the history of ABC. Hopefully, it’ll help the YouTube audience shine as well – without doing anything too embarrassing.

Source: Variety

New App Bundles In iOS 8

Everyone likes a good bundle deal when it comes to purchasing games. After all, Humble Bundle does them all the time, providing good deals while giving a good amount of money to charity. Now, Apple device owners can get in on the action with a special bundle service of their own.

With the debut of iOS8 yesterday, Apple has introduced a new section to the App Store called Bundles, which gives developers the chance to offer a multitude of apps with a single purchase.

These bundles feature a number of apps and/or games that can be purchased in one shot, such as a bundle for the Cut the Rope puzzle games going for a cheap $3.99 — nearly a $7 savings over buying the games individually. Some of the bundles are a bit more expensive than others — Square Enix’s Final Fantasy package is currently selling for $70 — but they still provide savings nevertheless.

The Bundles feature should enable publishers to boost sales (and overall installs) for a number of products in their lines, offering a discount in return for getting more titles. It’s classic marketing, now (finally) available in the App Store.

However, with the new service, according to GigaOm, there’s potential for developers to provide a new way to offer mobile software to someone’s device, enabling them to do multiple installs of programs instead of one big program. (Considering that the iOS8 update in itself takes 2.8 GB to install, some people can easily relate to that.)

Using mobile deep linking, the separate programs can easily install together into an operating system, and then join together into an application to run smoothly, just as it would with a singular download. This could be a nice alternative to those app makers that want to provide convenience to users downloading bigger games, such as Bioshock, which clocks in at over 1.5 GB — which could take a while to download depending on the strength of the user’s network.

What do you think Could bundling make it more convenient to download apps to your mobile device Or do you prefer the single, lengthy downloads as you prefer them now

Source: GigaOm

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Facebook Ad Revenues Exceeding User Time

Facebook is really going all out to get advertising going in a good way on its site, between sponsored links and other ads appearing on the page. However, it appears that ad revenue is exceeding the time spent by users on the site, according to a report from eMarketer.

Figures report that US adults spent approximately 21 minutes each day on Facebook (averaged across all adults), which accounts for just one-third of the time they spent on social networks in general. Out of those, 6 percent use a digital device of some sort, with 2.8 percent have an overall average daily time spent with media. This is actually an increase, as eMarketer reports that the time spent with major media in general has seen an increase, to nearly 12 1/2 hours for this year alone.

As small a number as that seems, 52.8 percent of U.S. adults — nearly 130 million people — log in to Facebook at least once a month for the year, with the average time of 39 minutes being spent daily on it. That accounts for 38.1 percent time spent on social networks in general.

When it comes to the spending side of things, nearly 10 percent of U.S. digital ad spending goes directly to the sight. Considering that the average time of 5 hours and 46 minutes is spent on the site, some might see that as profitable. However, only 30.5 percent believe that major media ad spending should go towards digital channels.

With services used, 15.9 percent of adult digital time will be utilized by video, compared to 11.7 percent of advertisers’ spending. Online radio programming managed to maintain an 11.2 percentage of time spent, with a comparable 4 percent of digital advertising. Outside of Facebook, those numbers show a slight bit of change, with 11.9 percent of digital time spent and 3.9 percent of digital ad revenues.

These numbers have shown incredible growth over the past few years. Back in 2010, only 14 minutes were spent on a daily basis on YouTube, with 28.5 percent of the general social time space.

It’ll be interesting to see how these numbers increase (or decrease) in the months ahead.

Source: eMarketer

Tokyo Game Show Wrap-Up

The Tokyo Game Show is taking place this week, drawing thousands of attendees to see the latest and greatest to come out of the Land of the Rising Show. The event is of great interest to U.S. audiences as well, as a number of these releases will be making their way to our shores eventually.

So what were some of the better stories to emerge from the show this week

First up, Square Enix finally unveiled a new trailer for its forthcoming PS4/Xbox One title Final Fantasy XV. In the trailer, a new number of cast members are introduced, as well as a visionary new engine that looks to be the best yet for the series.

On top of that, another Final Fantasy project, Type-O, will be released in Japan this March, as well as other regions, and will also come with a playable demo for Final Fantasy XV. There’s word that it’ll have a price attached, although it hasn’t been finalized just yet.

Considering Final Fantasy‘s popularity with the role-playing community, this should be a big seller across the board when it finally releases sometime next year.

D4: Dark Dreams Don’t Die, the latest project from heralded Deadly Premonition producer Swery, has made its debut on Xbox One, a surprise coming out of left field from Microsoft Studios. The game is available for download now for $14.99 (which includes the prologue and two episodes) and includes support for both regular controllers and the Kinect device.

It’s a quirky game, to be sure, but one that shows Microsoft’s latest attempt to reach out to a Japanese audience, despite lackluster sales of the Xbox One in that region.

Bloodborne is the latest game from the Dark Souls developers at From Software, and during Tokyo Game Show, it was given an official release date of February 6 for all markets. In addition, a special edition of the game was introduced, featuring a Steelbook case, art book, and downloadable soundtrack for $79.99.

The Dark Souls franchise has had quite an appeal to the “hardcore” gaming audience, so there’s no question that Bloodborne should have similar results next year.

Finally, one of the Tokyo Game Show’s most popular games turned out to be Konami’s highly anticipated Metal Gear Solid V: The Phantom Pain. In addition to the game getting a 2015 release date for PlayStation 4 and Xbox One, Hideo Kojima, the series’ producer and director, also confirmed that a clothing line called the Metal Gear Collection 2014 would soon debut, featuring items for both men and women, as well as a new Solid Snake collectible figure and a special iDroid phone case.

Metal Gear Solid will also make its presence known in the forthcoming PlayStation 3/4 exclusive LittleBigPlanet 3, featuring a number of special costumes and missions based within the Konami series’ universe. That game is slated for release this November.

Source: Polygon


GamesBeat 2014 Revelations

The GamesBeat 2015 conference in San Francisco last week was an all-star event, with plenty of interesting speakers providing information, insights and opinions about the current state of the game industry and where it’s headed. While Dean Takahashi of VentureBeat said the theme of the conference was Total World Domination, most speakers seemed to set their sights a little lower — though perhaps not by much.

David Helgason, CEO of Unity, was asked how long Supercell could sustain Clash of Clans as the #1 app in the App Store. “As a friend of all these people I wish them luck,” Helgason said, half-joking, “As an industry person I hope they drop out like a fly. It’s better if things mix up a bit.” Helgason went on to explain that’s he’s hoping for more variation in the top ten list, not that he wanted to see his friends at Supercell fall on hard times.

Michael Pachter was interviewed by Geoff Keighley, in a last-minute substitution for Peter Molyneux who was unable to make it out from England for the show. When asked about the Mojang acquisition by Microsoft, Pachter said “If you have a company for sale, it’s a good time to be you.” Pachter’s not surprised by the deal, given that Minecraft has been downloaded over 100 million times. “It generates a tremendous amount of interest and eyeballs, according to MS press release the most successful PC game of all time,” Pachter noted. Ultimately, he feels, competitive pressure was the deciding factor. “I think they are very concerned about being behind Sony,” Pachter said.

Michael Pachter, Wedbush Securities managing director

Pachter feels that while Microsoft has stated its intent to keep Minecraft going on all platforms, eventually we’ll see special content for Minecraft that only appears on Microsoft platforms. Will Microsoft’s Minecraft offer a subscription service ” I don’t think Microsoft is in this to exploit the Minecraft player and extract more value, so no,” Pachter said. “I think Microsoft is really all about promoting its Xbox division, and smartphones and tablets.”

Pachter was very surprised by Destiny’s poor ratings. “I was shocked at the Metacritic average of 75, if you look at Bungie’s history they have only gotten below a 92 once. It seemed to me this game couldn’t possibly get below high eighties, and yet a 78 is about the best they can hope for. That’s not good enough to support a recurring franchise, they’re going to have to step it up next time. I’m sure they are going to get it right.”

The talk turned to the holidays, and Pachter had some advice. “If you are a gamer and you haven’t bought a next-gen console yet, this is going to be the best holiday ever,” Pachter said. “I will not tell you what Microsoft said to me last week, other than to say there is a holiday promotion coming. I will tell you last week Sony asked me what ‘Do you know what Microsoft’s promotion is ‘ Of course I wouldn’t tell them, but they will figure that out. The best thing that can happen for gamers is these guys competing for your dollars and trying to sell you stuff at ever decreasing prices. Last week you could get a free piece of software with the Madden bundle, that was $120 worth of free software with a $399 console. You will see something like that this fall from both of them.”

EA Electronic Arts CEO John Riccitiello, in a conversation with Dean Takahashi, had some interesting thoughts on the state of the industry. “One of the things I found kind of distressing is a lot of folks, when they look at mobile, PC, console, they want to regard it as “mobile versus console.” A couple of folks on this stage have outlined the thesis that in a handful of years we’re going to see tablets with CPUs and GPUs every bit as powerful as the current generation of consoles. You’ll be able to put the video from your tablet out to a big screen TV and use your tablet or smartphone as a controller, and then ipso facto it’s the end of console as we know it. I think about that and say, no, that’s just another console. It proves the point. What a console means to me is it’s about playing a great rich game on the biggest and best screen in my household, where I can sit down on the couch and focus on that.”

John Riccitiello

Veteran game investor Rick Thompson of Signia Venture Partners, who has seen his game investments reap more than $6 billion in exits (most recently, FunPlus sold for close to $1 billion in China), gave advice to would-be game entrepreneurs. “My answer to that has changed over the years,” Thompson said, explaining that he used to try to encourage people to get into the gaming business. “Now when people ask me if they should start up a new games company or something else, my answer is always “something else.” The world has changed. The opportunistic days of free users and easy money is long past us. I’m glad to see this maturation take place. The people we are looking for are the ones who are born to build games, who really enjoy games, who really understand their users and are building games that they want to play.”

Venture capitalist and veteran game investor Tim Chang of Mayfield Venture Partners addressed the issue of finding the funding to create games. “I think it’s better than ever because it’s been democratized,” Chang said. “You’ve got Kickstarter, you’ve got IndieGoGo…. there’s so many ways to bring your product to market now and get funding in a variety of ways. As production costs come down, you can launch more quickly. That part is better than ever. Don’t assume that VC is your only path or even the best path for what you’re trying to do. I think Mojang or even Supercell did well because they didn’t take venture capital.”

Amazon’s VP of Games Mike Frazzini talked about the company’s goals for itself and the gaming industry. “Amazon’s vision is to be the Earth’s most customer centric company,” Frazzini said. “We consider content creators a very important set of customers for Amazon. We think very deeply around those customer experiences and what we can create.” When asked about how they design products or new initiatives, Frazzini had a simple answer. “The very first thing we do is we write a press release, which is the thinking part of it… what is the problem we’re solving, or the solution that we’re going extend to customers in very, very specific terms,” Frazzini explained. “When you get that press release to a point where you feel you’ve got something exciting on your hands, then you move forward.”


Images courtesy VentureBeat