blog.coull.com

comScore New July 2010 Video Ad Rankings

Nicola — Tue, 24 Aug 2010 13:45:34 +0000

Despite the recession last year affected online video advertising budgets, from all quarterly statistics it is more than apparent that online video advertising has grown hugely from the financial fall of last year.

“eMarketer estimates that online video advertising will grow 48 percent in 2010, accelerating from 39 percent growth last year.”
http://techcrunch.com/2010/08/20/online-video-advertising-frenzy/

Though only video advertising is still relatively in its infancy, only fulling taking off in 2008 when gained a massive 127 percent hyper-growth, advertisers are still plunging into the field in a big way. Test budgets are being distributed to online video advertising in far larger quantities than would normally be used for the majority of other advertising commitments.

““I have never seen test budgets that start at half a million dollars,” says Glickman. Usually ad agencies start testing with one tenth as much.”
http://techcrunch.com/2010/08/20/online-video-advertising-frenzy/

However it has to be said that such a gamble on the part of the advertiser is definitely paying off, comScore released the July 2010 online video rankings last week. They showed the percentage of people in the US watching online video in July this year, which was a staggering amount of nearly 3.6 billion! Yes billion not million, unlike July last year which was no where near this number. All in all for July video ads reached 44.7 per cent of the total US population, and this is only set to rise over the next few month. Great news for all video performance networks such as Coull, especially due to the fact that Coull offers such an innovative player for advertisers and publishers to use on their video ads. No other company in the UK offers what the Coull Video Performance Network does, and at this time with the obvious demand for online video advertisement the Coull Affiliator is obviously the way forward in making video advertisements interactive.

Why to opt for video advertising, and Coull

Nicola — Thu, 05 Aug 2010 15:03:04 +0000

With vast amounts of internet advertising online at present, trying to sell products via said advertising has become increasingly difficult. Mainly due to the fact that most people find internet ads irritating, perhaps because many offer little interaction. However, with video advertising it offers the user something to watch and interact with, rather than simply a static image on the screen.

“One internet based ad agency posted 28 videos that generated 80,000 viewers in one month and subsequently after a couple of months, without any alterations made to those videos, number of audience increased to 3,000,000.”
http://www.pr-interactive.com/web-design-resources/2010/08/why-online-advertising-agency-opts-for-video-advertising/

Video advertising can also be used to increase the publishers SEO:

“Now, advantage of video ads are further used through manipulation of keywords. Keywords containing the term ‘running’ returns web pages containing videos and eliminates inclusion of sites with written articles, blogs. In this way, SEO are pushing pages with video files to high rankings and enhancing the visibility. Links of video files can be easily posted and used as link building online marketing stratergy.”
http://www.pr-interactive.com/web-design-resources/2010/08/why-online-advertising-agency-opts-for-video-advertising/

However, even with video advertising there is still the problem that once a user has click on the video, or has actively searched for the site through search engines, they must still hunt for the product that caught their attention through the advertisers web page, often this puts people of bothering. This can rapidly effect the amounts of money that can be made from online video advertising, particularly if publishers are on a CPA plan. Whereas Coull differs, and potentially revolutionizes video advertising, is in the way that they offer the ability to click on the item in the advertisement that has captured the users attention, and then will be taken to the exact product. Which in turn increases the CPA income that can be made. Therefore the type of innovative interactive video that Coull offers is potentially the future of nt only online video advertising but online advertising in general.

More people watching television shows online

Nicola — Thu, 29 Jul 2010 14:25:27 +0000

Since the introduction of YouTube and general online video there has been a large audience for online video. However with the ability for a large amount of websites being able to support full length programmes and movies, there has been a dramatic increase in the amount of people opting to watch videos online, with particular regards to television programmes (on a player such as BBC iPlayer) and full length movies.

“A growing portion of the video audience is watching TV shows and movies online, reflecting a shift in the content mix from short user-generated clips to full-length professional content…
Technology companies are also seizing an opportunity to market devices that take advantage of the consumer’s desire to merge the online and TV viewing experiences. These trends are creating an environment in which online video will continue to thrive well into the future.”
http://www.emarketer.com/Report.aspx?code=emarketer_2000684

The large increase in online video viewers should have a dramatic impact on online video advertising, as Reelseo have recognised, online video has become a global phenomenon. Advertisers must considers this as a massive opportunity to embrace online video advertising, in particular interactive video which has statistically been shown to have a higher impression rate that standard online video advertising.

“Online video even topped mobile marketing and SEO in regards to priority in those budgets.
Considering the fact that some 177 million Americans watch some form of video online each month and that they saw some 4.3 billion video ads in June, is it at all surprising that budgets are on the rise for all manner of online video, ads or not?” http://www.reelseo.com/online-video-advertising-anymore/

What does iVdopia launch of V5 (the first HTML5 video platform) mean for online video advertising?

Nicola — Thu, 29 Jul 2010 13:35:59 +0000

What does iVdopia launch of V5 (the first HTML5 video platform) mean for online video advertising? Well it is claimed that the V5 will allow advertisers to use a single video advert on a large majority of media applications, i.e Smartphones such as the iPhone. Which had previously required different adverts, due to there ‘inability’ to support Adobe flash player. It is described by iVdopia as a

““create once, run anywhere” tool, the V5 enables advertisers to overcome the operating system restrictions within the fragmented mobile device market and deliver the most compelling form of video advertising to the rapidly growing number of users across Smartphones.”

http://cirnews.wordpress.com/2010/07/28/ivdopia-launches-html5-video-ad-platform/

The possibilities that V5 offers for advertisers, publishers, affiliates, etc, could be quite exciting, in terms of a larger target demographic for their online video advertisements. Particularly as such a large majority of people own iPhones, iPads, and other such portable devices.

“With the launch of V5, we have extended video advertising to every screen to take advantage of the rapidly growing audience numbers on non-Flash devices.” http://cirnews.wordpress.com/2010/07/28/ivdopia-launches-html5-video-ad-platform/

For Coull video performance network the V5 could enable the ability for the innovative interactive advertisements that Coull creates for numerous large advertisers, and publishers, to be viewed on a wider scale. Especially as it has been found by Google research that people tend to respond fair more to creative interactive adverts, which is what Coull enables online video adverts to be http://research.google.com/pubs/pub36496.html.

However V5 has also been receiving its fair share of negative publicity in regards to its actual capabilities. Therefore there is perhaps an uncertainty about the pending release of the V5 for world wide Internet usage. However if it can eventually do all of the things that iVdopia has promised then it could, potentially, extend online video advertisement audiences massively.

The increasing demand for interactive video advertising

Nicola — Tue, 20 Jul 2010 18:44:56 +0000

It is becoming ever more apparent, particularly through statistics from eMarketer that advertisers, news channels etc, are opting to spend more and more of their advertising budgets on online interactive video advertising. Perhaps due to the lack of people watching television during prime time hours, preferring to spend their time online.

“Video is now the fastest-growing segment of the Internet advertising market. Digital video amounted to $477 million in revenue in the first half of 2009, up 38 per cent from the same time period in 2008, according to the Interactive Advertising Bureau….

Analysts say they expect the flow of online advertising dollars to video to continue. The research firm eMarketer projects 35 to 45 per cent growth for the segment for each of the next five years, topping out at $5.2 billion in 2014.”

http://www.nytimes.com/2009/11/11/business/media/11adco.html?scp=3&sq=online%20video%20advertising&st=Search

Google seem to have noticed the potential market for interactive video advertising and are aiming to use YouTube as a potential testing ground for interactive videos, as Sam Diaz considers in his blog on ZDNet. In which he mentions the ever increasing growth in demand for interactive video advertising, and how Google aims to use YouTube as a place to support this.

“Just as YouTube became the de facto testing ground for the Internet’s user-generated video crowd, it’s also becoming the testing ground for online video ads. Online video advertising is in its earliest stages but there seems to be no doubt that it will be a core driver of revenue growth as new doors open.
The company is looking at new ways to place ads in the content, to make them more interactive using the computing platform in a way that television commercials are not. Likewise, the company is looking at new ways to personalize advertising, meaning that a teenager might see one ad while a grandparent sees another.”

http://www.zdnet.com/blog/btl/youtube-finally-turning-corner-in-online-video-advertising-potential/36802

Google are currently in meetings with Coull’s CEO Irfon Watkins in Chicago. With regards to Coull’s innovative Engage Affiliator offers publishers a way of adding products to objects in a video. Furthermore they are pushing for Coull as a video partner in their future endeavours with interactive video advertising.

coull in top 10 affiliate innovators

Irfon Watkins — Mon, 07 Jun 2010 19:56:40 +0000

Great to see coull being referenced by Econsultancy in their recent innovation report http://econsultancy.com/reports/innovation-report

Geno then picked it up in his recent blog, always a must read if you are in affiliate marketing

http://www.amnavigator.com/blog/2010/06/03/top-8-innovative-affiliate-marketing-ideas-per-econsultancy/

Huge increase in online video use by retailers

Irfon Watkins — Wed, 26 May 2010 11:41:22 +0000

Interesting research conducted by eMarketer and commented on by ReelSEO. http://www.reelseo.com/retailers-find-online-video/

According to the report, Video E-Commerce: Innovative Models Drive Sales, retailers know what consumers want and that is online video. This helps them stand out among their major competitors and gain valuable clients and ROI.
“Consumers rank other purchase decision-making tools, such as customer reviews, ahead of videos in importance,” said Jeffrey Grau, eMarketer senior analyst and author of the new report.“ “But that has not discouraged retailers from quickly adding videos to their sites. They find that videos boost sales conversion rates and reduce abandoned shopping cart and product return rates.”

This is backed up by a healthy increase in our pipeline and revenues

It’s a Coull day for buy.at

Irfon Watkins — Tue, 11 May 2010 20:43:30 +0000

We are really pleased to release our new product across the buy.at network. We have been testing with selected publishers for some time and we look forward to introducing rapid developments to our product over the coming weeks.

News released at buy.at’s speakeasy today details a partnership between buy.at and Coull, specialists in online interactive video advertisements.

Leading affiliate network buy.at has partnered with Coull, specialists in online interactive video advertisements, to introduce the first fully-integrated video technology for the affiliate marketing industry.
This tool allows affiliates to transform any existing video into an interactive advert by simply adding affiliate links to the content.

http://www.affiliates4u.com/news/2010/05/its-coull-day-buy/

coull interactive video and SEO

Irfon Watkins — Tue, 02 Feb 2010 09:41:08 +0000

Mashable article on video and SEO really struck a chord with me http://mashable.com/2010/02/01/web-video-seo/
We have been seeing huge interest in our affiliate video product recently launched with our partners at buy.at. This interest has been driven in main by our ability to add affiliate links to hotspots within the video but also because of the impact video is having on search results. I expect to see a lot more on this in the coming months

The 30 second spot is dead, long live the 30 second spot!

vaughan — Thu, 28 Jan 2010 13:54:22 +0000

In the brave new world of online advertising we are able to break convention to deliver great pieces of creative that our target audiences actually want to see and enjoy, so much so that they will seek them out and then share them. This is a world apart from our TV brethren for whom the 30 second rule is indeed golden, if you haven’t sold what you’re selling in 30 seconds then you may as well give up the ghost and go and print something in a newspaper or something even more archaic.

Being free from the old rules means that you can make creative like this piece from Grey London for Toshiba

700,000 people have opted to watch the clip it lasts over a minute and gets across brilliantly the fact that Toshiba are doing some pretty wondrous things with technology. It is a piece of creative that is perfectly suited for online and the 100,000 people who have watched the ‘making of’ video in all of its glory (over 3minutes) probably agree.

Does this mean that everybody should now stop making 30 second spots for TV and now concentrate on making multi-minute masterpieces? No. Of course not, there are still billions of pounds being spent on TV advertising every year and for good reason – it works.

But what happens when that 30 seconds of cinematic glory is re-used online? More often than not it attracts 35 views from the advertiser’s marketing team and then gathers digital dust on the shelf and is never talked about again. The received wisdom is that you simply shouldn’t re-use a TV ad online because it doesn’t work and marks out your advertising as passé. Personally – I think that it is absolutely fine to get the most out of your hard work as long as you make it work for online!.

At Coull we specialise in adding interactivity to a video, making a TV ad as online friendly as possible makes it work harder for you and our recent work for TDC seems to hold this up. Their series of naturist advertisements are generating almost as many interactions as views and that is a stat that any online advertiser would be happy with.

If you haven’t seen enough of them then you can see them all here – http://tdc.dk/reklamefilm/