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Engagement over display: Video leads the way in online ad growth

October-2019-PDF-Calendar-Style-6-PNG“Static display ads are so 2014!”

That’s what they’re going to be saying in 2019, when video ads rule the internet airwaves.

Forrester just released their latest North American Online Display Advertising Forecast and the numbers are incredible.

They predict that US online display advertising will grow from $19.8 billion this year to $37.6 billion in 2019. That’s a compound annual growth rate of 13.7%.

By comparison, the offline market is expected to grow at an average annual rate of only 1%. Dollar wise, offline is still way ahead of online with a whopping $239 billion in revenue but it’s a continuation of a shift that started a few years ago.

Fueling the online fire is the move from static (or bouncing) banner ads to truly interactive, engaging forms of advertising.

IAB takes a global look at what works and why

Live Tweeting BadgerStuck in a marketing rut? The Interactive Advertising Bureau (IAB) just released their first ever “What Works & Why: IAB Global Insights Report” which includes highlights of award-winning digital campaigns from around the world.

Last year, the IAB released a similar report but only included winners from the US. This year they included works from 14 countries such as Australia, Chile, Germany, Italy, South Africa, Sweden and the UK.

And since we’re talking digital content, the “report” is actually a website where you can click through to read case studies, watch videos, view the images and get insight from a team of global experts. It’s worth exploring and it could help you hone in on your next big campaign.

Here are a few of my favorites:

In two years, mobile video viewers have increased 400 percent

There’s a very good chance that your customers are watching a video on their smartphone or tablet as we speak. Ooyala says that mobile video views have increased 400% in the last two years, doubling in the last year alone. Right now, 25% of all video views are happening on a mobile device and that number is expected to double again by 2016.

For those who prefer a visual representation, here’s one from the Ooyala Q2 2014 Global Video Index Report:

Ooyala mobile video growth

Look at that! That’s quite a climb.

There are a number of factors that contributed to this pretty picture; devices with bigger screens, more access to fast connection speeds, an increase in the number of videos being uploaded every day and then there’s the young millennial factor.

Gucci, Sony and Jack Daniels kick off Flipboard’s new video advertising program

Flipboard GucciThe biggest advantage digital magazines have over print magazines is the ability to interact with the reader. With a simple tap the reader can open a slide show, listen to a sound bite or watch a story unfold before their eyes.

Now, Flipboard is bringing that same level of interactivity to the magazine ad.

Flipboard is a personalized magazine app that runs on everything from iOS to Blackberry. You choose your content by selecting topics or specific magazines that you want to follow. Flipboard covers New York Fashion Week but they also cover Treehouses and everything in between. Each page features a stunning, artsy photo with a small amount of text. If you want to read more, you click and are redirected to the original source on the web. Not interested, scroll and watch the pages “flip” as if you were skimming through a magazine.

Growing pains (not the sitcom) for YouTube’s ad business

Skip AdI’ve been watching a lot of YouTube videos lately and I’ve noticed something – the ads are changing. I’ve noticed that many more of the pre-roll video ads no longer include a skip button. Luckily we’re talking no more than 15 seconds, but I’m not sure that forcing me to watch an ad does the advertiser any good.

Then there’s the ad content. YouTube ads used to be all big brands, all the time; Purina dog food, Infiniti cars, the Dawn dishwashing liquid duck rescue.

Now, I see ads for smaller companies, websites and ads for other YouTube channels. It does appear that YouTube is making advertising easier and more affordable for everyone and it’s working. . . for the moment.

Most moms watch video on their smartphone. . . but what are they watching?

special-moments-983535-mMobile and video are two of the most popular words in digital marketing these days. They’re also two words that strike fear in the hearts of many. I think it’s because they sound so technical. There’s equipment involved and sound. Why bother with all of that when you can slap a funny cat image on a Facebook post and call it a day?

Here’s why, because Facebook isn’t going to get you very far these days. Video, especially video on mobile is where it’s at and lucky for you there’s still plenty of room for newbies.

Today, we’re talking about mobile and video and moms with data from the BabyCenter U.S. Mobile Mom 2014 Report: Mobile Powers Mom’s Life.

YouTube Invites Selected Few to Test Fan Fund Option

Fan Fund on YouTubeAfter breaking the news at last month’s VidCon, YouTube is finally rolling out their new Fan Fund program. It’s in beta at the moment and only open to a select few but I have a feeling it’s going to take off like crazy by the end of the year.

With Fan Fund, YouTube fans can donate money to their favorite YouTuber with just a few clicks. Actually, let’s not use the word “donate”. That sounds too much like a charity situation. Let’s call it what it is, money to help a YouTuber you like keep doing what they’re doing.

Sounds crazy, doesn’t it? Giving money to strangers so they can live their dream? Not really. You pay to buy a book from your favorite author; to see a movie with your favorite stars; to download songs from your favorite band. How is paying for YouTube any different?