position2

position2

Tag: Video Ads

  • Pinterest Launches Motion-based Ads

    Pinterest expanded its ad products on Tuesday with video ads called Cinematic Pins. They work much like Pinterest’s Promoted Pins, which are designed to blend in with other items in your home feed, but are motion-based. Brands like Gap, L’Oreal, Target, Unilever, Visa, Walgreens and Wendy’s are among the first paid advertisers.

    Not to be confused with Facebook or Twitter style videos where the action begins when you pause over them and stops when you move away, Cinematic Pins are first encountered in motion as you scroll down, then stop when you cease scrolling.

    Pinterest’s General Manager of Monetization, Tim Kendall, said, “Our view is that auto-play is interruptive. Users want to feel like they’re in control, and we’ve done a bunch of user testing—users are delighted by this experience. They wind up scrolling back and forth. They love controlling the motion.”

    Pinterest to launch upgraded advertising solutions for digital marketers

    1. Audience Targeting Based What Users Plan To Do

    Taking intent based marketing to a whole new level, marketers will be able to target audiences with Promoted Pins based on what users want in the future. Advertisers will engage people as they plan future purchases, as opposed to, say, searching for concert tickets to purchase in the moment. “People,” according to Pinterest, “do tons of different things on Pinterest, but most simply, it’s about discovering, saving and planning what to do next.”

    2. Ad Engagement Pricing

    With cost per engagement (CPE) pricing, advertisers pay only when users take an action on a Promoted Pin, including repinning, clicking to see a pin close up or clicking through to an advertiser’s site. This model will help marketers track future intent.

    Pinterest is already a map for a consumer’s journey. The new eye-catching Cinematic Pins will grab their share of attention, and provide more intent-driven data to marketers.

    Watch this blog for more updates from Pinterest.

  • Google to Roll Out Viewability Reporting

    At the Consumer Electronics Show (CES) in Las Vegas, Google announced the roll out of viewability reporting across its ad platforms. They’ve also added over 30 broadcasters, premium publishers, and major brands to Google Partner Select, the premium video service they launched last year. This move will help marketing professionals understand whether consumers are actually watching their online video ads.

    Google will report the percentage of an advertiser’s or publishers’ video ads which were at least 50% in view for at least two seconds in keeping with the Media Ratings Council’s standard. Statistics will be available for campaigns powered via Google’s DoubleClick ad-technology, including the ad exchange. These viewability reports will be available to advertisers and publishers using Google’s DoubleClick reporting tools.

    Allstate, BMW and Netflix are a few of Google Partner Select’s early adopters. During the marketplace’s tests, the video ads had 74 percent completion rates. In the coming months, Google plans to offer its marketers the ability to target viewable impressions in DoubleClick and buy viewable video impressions across the Google Display Network, as well as reports on audibility and the total time their video ads were viewable.

    Video promotion is 6 times more effective than print or online, 67.3% marketers plan on increasing their video budget, and adding videos to landing pages increases conversions by 90%. Interesting video content, appropriate distribution channels and real-time analytics are key to a successful video centric campaign. Talk to our Visibility Accelerators on how to take your video viral.

  • Google Joins Hands with comScore for Real-Time Ad Measurement

    Google

    A few months ago, Google opened its doors to Nielsen to place measurement tags on YouTube ads. This move was to help marketers get a better handle on the performance of their video ads and also increase the credibility of Google’s ad ROI data.

    Advertisers take many factors into consideration when it comes to choosing a website to advertise on. Quality and accountability are two main factors and Google is working on delivering both of these.

    comScore is no stranger to Google. It was one of their first partners in the area of audience measurement through application of its Validated Campaign Essentials (vCE) solution on YouTube.

    And now, in an effort to draw more marketers into buying ads, Google has signed a new deal with comScore. This deal will allow real-time ad performance measurement in different formats, across the web on Google’s DoubleClick ad server.

    Here are a few important aspects you should know about the deal:

    • comScore’s vCE solution will be integrated with Google’s DoubleClick ad server.
    • This multi-year Google deal with comScore covers measurement of display ads, video ads and ads on mobile devices.
    • You can also measure ad performance across websites and device screen sizes.

    The main advantages of this development are:

    • This allows for real-time measurement of ads and delivery of insights.
    • This will help manage campaign spends better, with increased investment in campaigns that deliver and withdrawal of funds from those that don’t.
    • Marketers will be able to access more data about people who are exposed to their ads and learn about their interests.
    • This insight into audiences can help in fine tuning retargeting campaigns later.
    • Makes the Google ad offering more complete with credible ROI data.
    • It makes cross-screen metric measurement easier with its ability to monitor ads on multiple screen sizes.
    • This development comes at a time when there is greater emphasis on video marketing and display ads.
    • It allows marketers to use these powerful tools, knowing well that they have appropriate measurement tools.

    Initially, these capabilities will be available in the US for desktop-based display and video ads. It will be expanded to include mobile devices and cross-platform measurement later.

    With this development, Google has shown that, though late, they do listen to marketers and work on making advertising on their network beneficial for the latter.

    What do you think of this Google-comScore tie-up? Do you think it will deliver all that it is promising and entice more marketers to buy ads?

    Image Courtesy: Campaign India