Contextual editorial video content in a video intelligence connected world
Contextual editorial video content dramatically increases a consumer’s engagement and recollection of video advertising on a web page, showed a new study about video intelligence, conducted by Lumen Research. The findings show an increase in dwell time by a third and improves user perception of publisher platforms by 9%.
In the study took part 200 consumers that were asked to share opinions on commercial and editorial content on an entertainment site, looking at engagement, dwell time and perception – both with and without contextual content. Respondents were invited to download Lumen’s software onto their laptop computers, which temporarily turns their computer’s webcam into an eye tracking camera. The participants eye movements were monitored to understand what they looked at – and what they ignored.
The findings showed an overwhelmingly positive reaction from when users are presented with contextual video content instead of standard advertising, or out-of-context video. Contextual content was shown to increase dwell time on the page by 33% – from 33 seconds to 47. The placement of video intelligence contextual content also saw an increase in the attention users paid to accompanying advertising, with 71% of respondents engaging with pre-roll video when viewed alongside contextual content, compared to just 50% when viewed without. Recollection of pre-roll was also increased as a result of the page featuring coherent contextual content.
Perception of publisher sites is improved with contextual video as a result of increased attention and engagement with content across the page. 85% of respondents described the page as engaging when viewed with contextual video (78% without), and 80% thought the entertainment site had ‘was enjoyable to browse’ when viewed with contextual video (69% without).
“We already knew contextual editorial content dramatically improves user engagement with advertising content, but to see that it improves engagement with other ad-content and native editorial content is fascinating. At video intelligence we’re dedicated to helping publishers deliver great user experiences, and we’re pleased to see that vi stories delivers a strong halo effect for both brand and publisher,” said Kai Henniges, CEO and co-founder of video intelligence.
On his turn, Mike Follett, managing director of Lumen Research, added that, because contextual content like video intelligence stories is more relevant and interesting than typical digital videos, people are willing to spend time with the accompanying advertising to see it, demonstrating that video intelligence stories makes both native content and non-contextual advertising on the same page more memorable. Attention matters – and vi drives attention.
vi stories allows publishers to embed a native video player on their platform that matches the look, style and design of their app or website. A natural language machine learning algorithm, powered by IBM Watson, finds and serves editorial video based on its analysis of the page content. Content is sourced from a vast and continually updating video library, containing clips from outlets like ITN, Bonnier and Euronews.
The product aims to create highly engaging experiences for users and increase the time they spend on the site, creating greater monetisation opportunities on publisher platforms. vi stories inserts advertising within the player, allowing advertisers to target engaged viewers with audience-appropriate branded content in a native media environment.
The research saw participants read an article on an entertainment website about the Oscars, half with contextually relevant video content and half without. The same ad for M&Ms ran before both videos. Having read the article and had the chance to watch the video, respondents were asked to complete a short questionnaire to assess their recall and perception of the ads they had seen and their perceptions of the publisher site. The respondents were paid for their time, and the software deleted from their machines as soon as the test was completed.
vi is a contextual video platform, connecting publishers, content providers and brands through video storytelling. Video inventory is lacking, and users are hard to captivate, therefor vi’s tools use contextual matching to create compelling video experiences on desktop and mobile. vi offers a full suite of self-serve tools: a video syndication engine powered by machine learning, a video ad server and an SSP. vi is trusted by 20,000 publishers to deliver millions of contextual video stories every day.
How relevant is still TV for your brand?
We are smarter and smarter consumers, more up-to-date with everything that is new and happening in the world of technology, people constantly changing and improving their laptops, mobile phones and software that they are using. Moreover, 2017 proves to be the first year that the media investments in digital are surpassing the TV ones. In this context, it’s only natural for a CEO or a marketing specialist to wonder how relevant is still TV for the brand they are taking care of?
In other words is video killing the radio star? Or is it a non-subject that the specialists are over-exaggerating talking about? What do you think? Well, this is what we think.
First of all we believe that there is not a general answer of yes or no. The right answer for your brand will come from your target: who are they, what are their consumption preferences, their passions, hobbies, desires, etc. Better knowing your target will give you the right answer. Because if you are looking at the younger generation the answer is pretty easy, but if you are targeting the Millennials or the older generation you will have for sure another look at the situation and things will not seem that much black and white.
Along with the channels and devices available for watching TV, the ways for brands to reach consumers through the medium are proliferating. Quoted by Marketing Week, Otto Rosenberger, CMO at Hostelworld.com, believes that TV buying is changing, and with good reason. He says: “It really always starts with being obsessed about where the customer is. It’s about where they are and what drives them, which drives our creative and media decisions.” Research released by Ofcom earlier this month shows that while live television remains hugely important, catch-up TV viewed via the internet and programming premiered online are taking up an increasing share of viewing time for younger audiences in particular. It reveals that today, only 50% of 16- to 24-year-olds’ TV consumption is through live television, rising to 61% for 25-to 34-year-olds.
“The overarching shift, therefore, is in the power of technology and the internet. It is not only changing the way people watch TV, it is also creating a significant change in the way TV advertising is being traded towards targeting specific segments of audiences known to be watching rather than programmes that research panel data suggests they might see,” explains Marketing Week.
Not a long time ago, Turner Broadcasting and Horizon Media partnered on with marketing-analytics company MarketShare, which meta-analyzed thousands of marketing optimizations used by major advertisers from 2009 to 2014. MarketShare’s analysis found that TV advertising effectiveness has remained steady during that time period and outperforms digital and offline channels at driving key performance metrics like sales and new accounts. The study also showed that networks’ premium digital video delivered higher than average returns when compared with short-form video content from non-premium publishers. More on the main results you can read here.
Moreover, we need to think about the fact that a deep investigation of the decision journey often reveals the need for a plan that will make the customer’s experience coherent—and may extend the boundaries of the brand itself. The details of a customer experience plan will vary according to the company’s products, target segments, campaign strategy, and media mix. But when the plan is well executed, consumers’ perception of the brand will include everything from discussions in social media to the in-store shopping experience to continued interactions with the company and the retailer.
“Consumers’ perception of a brand during the decision journey has always been important, but the phenomenal reach, speed, and interactivity of digital touch points makes close attention to the brand experience essential—and requires an executive-level steward. At many start-ups the founder brings to this role the needed vision and the power to enforce it. Established enterprises should have a steward as well. Now is the time for CMOs to seize this opportunity to take on a leadership role, establishing a stronger position in the executive suite and making consumers’ brand experience central to enterprise strategy,” said David C. Edelman for Harvard Business Review.
A study done by Arris showed that 84% of respondents wanted to fast forward through the ads they watch, while 60% of them download or record shows so they can skip commercials. Even Super Bowl ads have lost their effectiveness: a 2014 study showed that 80% of them do not increase sales for the companies running them. The increased use of smartphones and tablets also detracts from TV commercials’ relevance. A study in May 2015, quoted by The Guardian, showed that researchers found that viewers who focused just on the TV screen were able to recall 2.43 out of every three brands mentioned, while smartphone and tablet users only managed to recall 1.62 on average.
Moreover, advertising’s even losing its role as an information source: a study by Mindshare earlier in 2015 showed that the percentage of Americans who said advertising helped them learn about products and services dropped from 52% in 2005 to 41% in 2014.
Still, all in all, TV is still relevant and will still be as long as the brands will know how to adapt to the new changes it brings and will know how to showcase its added value. As long as the TV advertising will continue to adapt and become better and more relevant for its audience, it will of course remain very important.
On how brands can optimize their TVCs to drive product discovery, you can read here.