Digital Media Taking Billions Away From TV

YouTuber Ingrid Nilsen Miss Glamorazzi as Covergirl Glambassador

Billions Of Ad Dollars Going Towards Digital Media, Online Video In 2014 Alone

While the battle for online video supremacy continues between YouTube and Facebook, both giants are collectively working towards one powerful trend: the billion dollar shift of ad dollars from TV to digital media and online video. Advertising Age recently published new research from Standard Media Index (SMI) illustrating how billions of national TV spend had been repurposed towards digital media equating to a net loss of $1.7 billion. This trend is the latest amongst many that points directly to the growing shift of major marketing and ad dollars towards digital media (specifically online video) and conversely, quickly away from traditional TV advertising.

As companies head into the later half of 2015, here are a few notable industry trends to help marketers and advertisers best plan their digital media spend:

  • In response to YouTube’s 60% increased watch time (2015 Q2), analysts at Jefferies & Co. noted “online video ads could be a $17 billion opportunity in USA alone by 2017, and YouTube looks best positioned to benefit” (via Reuters).
  • At VidCon 2015, YouTube CEO Susan Wojcicki shared that the video publishing platform “reaches more 18-49 year olds than any other cable network in the US” (via Forbes).
  • Wall Street Journal reports on end of 2014 Nielsen TV study: online video jumps 60% whereas TV viewing for 18-24 year olds continues to drop double digits, down 17% in 2015 Q1 (via MediaPost).
  • All from Mary Meeker’s digital trend report: Snapchat generates 2 billion video views per day. Single events like Coachella can generate 40 million views to Snapchat Live Stories. Facebook gets 4 billion video views per day. “Watching video games like it’s TV is becoming a top entertainment choice.”
  • In partnership with Pixability, Google’s Agency Blog recently published trends from the Top 100 brands. Standout stats include a doubling of branded content views in last 12 months and a near 50% increase in brand channel subscriptions. According to Google, “brands are now adopting similar content strategies as some of our most successful creators on YouTube.”
  • Nielsen data reports traditional TV viewing for 12-17 year olds declined drastically to 18 hours each week (down from 21) just in 2015 Q1. As such, many traditional TV networks are quickly pioneering digital divisions or YouTube influencer strategies (WSJ) in order to stay relevant (via VentureBeat).

Examples Of Major Traditional TV Advertisers Shifting To Digital Media

In light of the aforementioned trends, increasingly more brands are proactively choosing to develop their online video presence via sponsored advertising, branded content, and/or marketing with prominent digital influencers to quickly grow their views and brand awareness.

Here are a few examples of companies who have traditionally advertised on TV but are now venturing into custom content creation on new and emerging social publishing channels and networks:

Dr. Pepper – the soft drink beverage giant recently partnered with several Viners for a multi-platform marketing campaign.

Toyota – running inside Snapchat’s localized Live Story feature, Toyota is the first car brand to leverage the online video platform’s geo-targeted ad format.

In Ad Age’s “Marketer’s Playbook” video series, both Macy and Gatorade detail “going all in on digital.”

Companies Utilizing Vloggers To Maximize Digital Ad Spend

In a targeted effort to best connect with consumers and build brand affinity, both TV networks and major companies are partnering with top video bloggers (“vloggers”), YouTubers, and other digital influencers. Nike, Mercedes-Benz, and J. Crew have partnered extensively with YouTuber Casey Neistat for several online video campaigns. Major TV advertiser, CoverGirl, was one of the first to team up with beauty vlogger Ingrid Nilsen to expand and augment their brand offerings online. VidCon 2015, the world’s premier industry conference for online video, marked the first time where a major TV network (Nickelodeon) held open casting auditions specifically targeting digital influencers. Both Universal and Marvel began promoting their movies by creating short form web content with prominent YouTubers (see Terminator YouTube Chronicles, Ant-Man + Trainwreck)

Also See Our Posts On:

VidCon 2015: Everything You Need To Know

Top Social Media Influencer Series 2015

Facebook Shares Ad Revenue With Video Content Creators 

How Do Bloggers Make Money?

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How Do Bloggers Make Money?

Since 2004, bloggers have been sharing their favorite topics across the internet with like minded people. Bloggers were the original digital influencer. Though they remain the quintessential online influencer, in some respects top bloggers are quickly being superseded by popular YouTubers, Instagrammers, Viners, and Snapchatters. Some of the best bloggers have transcended the shakeup in the influencer space, while others have evolved and migrated to new social publishing platforms. Incredibly, some of the top fashion bloggers, are among the most followed top Instagram accounts.

Originally, blogging was a hobby and avocation. The most widely recognized bloggers devote themselves full-time to their efforts; however they began their blogging journey part-time until they secured enough sustainable income from their blog to make it their primary endeavor. Now, top bloggers and influencers (like Danielle Bernstein of fashion blog, We Wore What and Emily Schuman of Cupcakes & Cashmere) can command six figure partnership and sponsorship deals.

Read more here to see how bloggers make money:

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3 Ways to Create Great Sponsored Content With Social Media Influencers

sponsored content with social media influencers

Top 3 Ways To Create Standout Sponsored Content With Social Media Influencers

Influencer marketing is one of the fastest growing digital and social media marketing channels. With the rapid growth of social media publishing channels like blogs, YouTube, Instagram, Snapchat, Tumblr and others, everyone from Samsung to Target to Tiffany & Co. is working with digital influencers to create brand sponsored content. Brands like Mountain Dew with extreme sports or Jamba Juice with fitness have created campaigns featuring YouTube channels and influencers to build brand awareness and engagement.

Here are the 3 steps they took to create the best brand sponsored content with influencers and YouTube channels:

1. Put Content First

Start with creating great content. If the content is great, it will get shared, liked, commented on, and engaged with throughout social media. Audiences have a low threshold for what they feel is “selling-out.” You can instantly spot it on YouTube, because the comment thread will erupt with negative comments and dislikes. By and large, great content comes from the YouTube channel creator and the influencers. They know what their audience likes — let them lead the way. As a stellar example of great sponsored content, check out Jamba Juice’s video with Blogilates star, Cassey Ho.

2. Allow the Creator to be Authentic With Your Sponsored Content

Most influencers will vet out the brands they might consider to remain authentic to their audience (see our post on Steps to Picking the Right Influencers for your Brand). If they are considering working with you, it means you’re a fit for both them and their audiences. Allow them to keep and build on that authenticity. Create a campaign and brand brief, but don’t give them a script. Ask them to provide an outline of how they’re envisioning building in the brand to the content, but don’t get overly controlling on each and every aspect. Authentic content allows for social validation and positions the brand in great favor with the audience.

3. Keep the Audience in Mind

What may be most interesting to the audience from both the creator and audience’s perspective may be completely different than what you envision. Brand sponsored content is not a scripted commercial. Being flexible in working with the creator can allow them to highlight what they like most and find most relevant about your brand/product/service. This is likely what the audience will like most about it as well. Audiences aren’t adverse to advertising, but they do want it to be relevant, and a fit for the content and who they are. Today’s savvy consumers look to influencers that resonate with them to find the newest brands and products. By offering something valuable, such as a a well-integrated post that is in harmony with the influencer’s writing style and content, or an exclusive promotional offer to their loyal readers, audiences will engage and respond in a more positive way.

Also See Our Posts On:

Top Instagram Accounts: Fashion & Beauty

Best Social Media Influencers 2015 Series

How Brands Market With Top Instagram Influencers

Mediakix builds strategies and campaigns around online influencers on blogs, YouTube, Instagram, and emerging social media channels. Great sponsored content has been part of the highest driving ROI channel among advertising media for our clients including Birchbox, Blue Apron, Sleep Number, Hallmark, HauteLook, NatureBox among many others.

5 Ways To Drive e-Commerce Marketing ROI

e-Commerce Marketing ROI How To

Drive e-Commerce Marketing ROI With These 5 Best Practices & Strategies

e-Commerce has become one of the most competitive spaces for brands. More brands are turning to e-commerce versus traditional brick-and-mortar retail in order to cut down overhead costs and reach a wider customer base. With U.S. adults spending on average 11 hours a day on digital media, and websites being accessible 24 hours every day, brands have a wide potential reach and customer base at all times.

For most brands, ad dollars are routinely spent on the most well-known tactics and media regardless of effectiveness; these rote methods include display ads, press releases, and celebrity gifting. However, with an online based business, advertising efforts yield the best e-commerce marketing ROI (return on investment) when consumer audiences are precisely targeted through appropriate social channels.

Advertising and driving e-commerce marketing ROI to brand sites can easily be accomplished when utilizing these five steps and best practices.

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5 Questions To Ask When Choosing A Blogger For Your Influencer Marketing Campaign

Influencer Marketing Campaigns Finding Bloggers

Influencer Marketing Campaigns: 5 Questions You Must Ask To Find The Right Blogger

1. Is the blog/blogger relevant to my brand?

The first thing you need to do when looking for potential bloggers for your influencer marketing campaign is to make sure that the blog and its content are relevant to your brand or product. Is the content relevant to the lifestyle you imagine your target audience living? Can you imagine your brand seamlessly fitting in with that content? Note that if any of the blogger’s content directly contradicts your brand message, you’ll want to keep looking.

2. How often does the blogger post new content?

The next thing you need to do when looking for potential bloggers is to make sure you don’t waste your time looking through blogs that don’t post content often enough. If a blogger doesn’t  blog often, readers are less likely to check their blog on a regular basis. Therefore, sponsoring a blog with consistent and recent content is key to running a successful influencer marketing campaign. Additionally, when a blogger posts often, it shows that they take their blog more seriously and will be more likely to respond to your business inquiries.

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Native Advertising: The Downfall of Display Ads

Native Advertising Display Ads Sponsored Content

Native Advertising Solves Display Ad Problems

Ad Age published a post stating that close to 50% of online ads aren’t ever seen. The post was vague about precisly which ads it was referring to (display, instream, search, etc.), but we can make some guesses at what’s going on here, what’s not working, and why native advertising is taking over:

  1. Display ads are commoditized, cheap and easy. No one’s really checked if they work — if display ads are amounting to real, branded engagement, awareness, and bottom-line boosting conversions. Everyone stares at their click through rate (CTR) and prays it’s at least above average. When it is, the customer is happy but this prompts more ads.
  2. Most advertisers don’t really know what they’re doing. Many brands put out a massive amount of re-targeting ads at a PPC price, proceed to let them run amok on low quality sites, and at below-the-fold placements.
  3. Visitors have trained themselves to ignore display ads. We consume so much online content these days that everyone is trained to look in the usual places for the content and avoid the places where display ads lie (side rail).
  4. Visitors have trained themselves to multi-task. It used to be that an instream ad guaranteed a view. Now, a visitor can open a new tab or window, write an email, text a friend, and check back in 30 seconds later to watch their original video.

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