In Stream Video-Stil a long way behind TV

“Online video is the next in thing”….”marketers are moving to online videos”..well, we have been hearing these for quite some time. Is it really happening? or is it going to happen?unless, one important thing changes, non of us are very optimistic about such a change.

Technology to serve video ads are awesome….there is no lack of inventory….screen size is not an issue…no dearth of sites either….so what is the problem?

Simple, unless, there is a change in how online video as a product is sold differently, things will not change.

What is missing online is the emotional connect that can be provided on a TV. Right now, users must watch the videos until they watch the entire ad. What is indeed needed is to try and capture the viewers when they are in the right frame of mind for a specific product. 

Essentially on TV,marketers know how to connect the emotional aspect and accordingly select the TV content that best showcases their brand.Throw a Nike ad while watching Euro 2012-makes sense,Kara Tissues while watching a family soap-even better sense, an advertisement for a gym and protein supplement while watching a favorite Salman Khan movie-definitely inspiring me to hit the gym the next day

Digital video buyers rarely know about the content they are buying into-only classification available are “premium”,”long-form””short form”. They an also buy a specific genre of audience but nothing till date revolves around the specific show or with any emotional connection.

This is definitely a missed feature online- people watch on TV with lot connection and they completely miss this when they come online.

Publishers and networks: its time to let buyers out of dark.Offer specific content and you entirely create a new media buy that may just be irresistible.transparency is the key.

Tablet visitors on your site?Custom optimisation the buzz word.

Most marketers feel, they can implement the same strategies for both
Smartphone and tablets and expect conversions…however, a recent study 
proved otherwise.
 
It is important to treat both these devices as two different channels
and tablet and Smartphone deserves to be served its own individual
user experiences.
In a recently released Ecommerce Quarterly, the data shows that
tablets are overtaking Smartphone traffic, but more interesting, the
rate of conversion in terms of click to cart are much higher from a
tablet user than a Smartphone user. Its quite evident to imagine a
tablet user as someone multi-tasking ,by listening to music, watching
his favorite sitcom and browsing the web. SO they essentially use
tablet as a secondary device that completes their purchase intent or
thought-these groups can be classified into”couch commerce”.
But, the reality is quite different with majority of marketers still
retaining the user experience the same for both Smartphone and table
users.
 
To start with, align what functions well and what doesn’t- it’s a
known fact that flash doesn’t work on iOS , things like drop downs and
hover bars often don’t work on iPad. Identify such issues with a
larger audience. This would give you where to start with.
 
Next do a thorough analysis of the website statistics:-
—Do users coming in from Tablets watch more video ( highly possible
due to the wider screen size).
—Where do they navigate on your site?
—Any specific payment methods they use?
 
This would give you a road-map on where to start with for optimizing
user experiences. If tablet users watch more video, would it make
sense to have an auto play video option for your site and also make it
more prominent?
 
Finally, do a dip stick survey asking group of identified individuals
on their experience in terms of improving functionality to improve
tablet experience.
 
When all the above are addressed, it makes sense to then identify the
call to action on your site-more customers to buy your product? Then
increase your font size, make those relevant buttons prominent and
give an easy flow of the transaction process.
 
Do you want to increase the interactivity on your site? Then given a
prominent search bar and may be even predictive search functions to
make it easier for customers to search.
 
All this holistically when fitted in, could lead to improving
and optimizing tablet experience,the above said may not be the
sacrosanct method of optimizing your tablet website.
 
Neverthless,the old saying “identify relevant customer experience” 
to increase your ROI from tablet traffic

Facebook for Likes or Leads

Based on a new survey conducted by Citigroup and a marketing publication found that marketers who buy ads on Facebook are more focused on brand awareness than accumulating fans.
Close to 50% of the respondents put brand building and awareness at the top. Driving traffic being the second popular reason to use Facebook, followed by building fans and staying in touch and social commerce being the other preference. 
This kind of coincides with the overall Facebook proposition, that like any other brand building medium like a TV or Radio, this too need to be treated  as another brand building platform.  
But skeptics believe that branding is a response that people give, when they feel bullish about their presence on Facebook, but can’t assess the returns generated out of the marketing monies spent on Facebook.
Is kinda a default answer that most give…anyway the argument continues….

You create what you want..

Kids Online and Brand Marketing

Its been more than eight years since the first wave of Facebook started in America. We have been lucky that we were the few early adopters of Facebook. We have come a long way in how we use the digital medium  — we no longer use proxy names, we are open to sharing files and information online and marketers now are able to targeted precisely based on data rather than just demographic filters. It would be interesting to see how the present generation of digital natives reshapes digital media and advertising in the near future with the ever changing cliché. 
The recently published turner new generation study provides some window to what lies ahead. It does throw some positive outlook with very clear indication that kids adopting new technologies in India have seen a significant rise over the past decade.
 
Gaming still remains the main reason why kids go online and interestingly it is the same as much for boys and girls. The cartoon network platform sees a good traction with more than ten million game plays a year. Today these compete with social games, mobile games and multi-player online games.while its been common to see a logo placements or branding the border with the the brand-messaging, real engagement happens when the game is specifically designed for the brand. Past data also indicate these have been a better way of interacting with kids rather than just a logo placement—it is not about the click-thru or banner impressions, but more about the lasting impression that the brand leaves with the new fan of your brand.
 
The second way of how kids consume online content is based on the nature and degree of user generated content is utilized.it has been found that kids no longer just passively browse through pages, but actually they too want to contribute- and they don’t expect a prize always. The act of recognition and feeling of empowerment by online users work really well. The key to run a user generated content is to run these along with an ongoing program and not to keep it a sort term campaign. Kids need time to invest and submerge in understanding a branded platform, hence an eight week campaign with a reward in the end may not be just enough. Planning digital bursts that delight kids to keep both awareness and engagement would be delightful for these young kids.
 
However, what is important in keeping a digital community is to ensure that kids get extra protection online. They are connected 24×7, hence keeping a proper moderation is absolutely essential. The second aspect is to take note of the voice of the community tat a brand would maintain. After having investing in gaming experiences and empowering the kids to be become digital creators, it is equally important to keep all these under a unified social community platform.Hence it becomes the community managers role to set an overall strategy and weekly activity going-spanning from games to the overall community building.
 
It is when this in a unified approach when it happens, kids see them as a rich experience rather than just marketing…and you’ve just created a long term fan of the brand and an important stakeholder.