Meryl Draper presented at the recent Annual Women in Digital Conference in Columbus, Ohio and she offered fantastic, practical tips for executing video ad campaigns. You should be employing them for and with your clients. She broke down common practices, issues and questions marketers run into while working with digital video.
I’m writing on writing. It’s the core of my success. This article is the second part of a short course on how I write for each area of my outreach.
In 2012, analysts predicted that RTB will soon account for up to 25% of the display ad market. There’s another sector where RTB will make a mark and that’s in online video advertising. While advertisers are still coming up the learning curve on this technology, they like the returns that the format is yielding.
Search has long maintained its dominance in online advertising. Last year, 48% of all online ad spending went to search. And while search is expected to remain popular with marketers, online video will begin to encroach on its market share by 2014. In addition, online video has already started to reduce market share for banners.
Google already has about 40.8% of all online ad revenue according to eMarketer. Between Facebook , which is hoping to increase its share of the online pie, and other tech giants like Microsoft, Yahoo and AOL working together in this arena, Google faces stiff competition. But the company is already making a move into another high-growth sector of online marketing, video.
Advertisers who use traditional TV to get their message out to consumers can reach a large audience these days. But an increasing number of consumers are watching video content either online or via mobile devices. As these numbers climb, marketers will need to fine-tune their channel strategies to reach the right audience.
Manufacturers and retailers have both been looking for the best way to engage consumers with online display ads. For the most part, manufacturers have been placing display ads on content sites or using their own sites to connect with consumers. But new technology and new attitudes are changing the way branded products from manufacturers appear to consumers who are shopping on retail sites.