Vice Media has announced the launch of a video advertising product as it aims to help brands reach young audiences while guaranteeing that the Vice Video Everywhere platform will be brand safe.
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Vice Media has announced the launch of a video advertising product as it aims to help brands reach young audiences while guaranteeing that the Vice Video Everywhere platform will be brand safe.
More B2B brands are using video to achieve various objectives; from building brand awareness, to product and service promotion, boosting conversions and lead generation. According to a poll by LinkedIn, 62% of B2B marketers believe that video should be the primary platform of any creators. Delving deeper into what types of video that work best for different B2B marketing objectives, Assaf Tarnopolsky, director of marketing solutions for Southeast Asia, North Asia and Japan at LinkedIn tells The Drum the poll also found that video content which are energetic (16.90%), inspiring (13.50%), informative (12.60%) and humorous (11.90%), works best for B2B marketers. “Native videos, in particular, help with brand-building and results in higher brand lift and trust. They are often designed to be less disruptive and deliver better user experience; the user can choose to scroll right by them without being disrupted. With such control given to the viewers, they are more likely to stop and watch. They also often mimic other content on the platform, being formatted specifically for the platform that is hosting it,” he explains. According to Tarnopolsky, a good video content strategy is one that takes into consideration the audience, the environment and the content. In addition, as there is more flexibility when it comes to capturing videos, there is a lot more room for marketers to start thinking more creatively about the kind of content that goes into their videos. “Instead of the conventional “talking-head” interview that simply features a spokesperson spewing one buzzword after another, how about switching it up by recording views on current affairs with an off-the-cuff style?” he asks, highlighting another LinkedIn research which shows that nine out of 10 of its members watch video on mobile devices, which means that chances of engagement increase significantly when the video is also optimised for viewing on mobile phones. The ability to upload videos straight from phones also enables marketers to be more flexible and timely in pushing videos out to better set the agenda around news and events. As the orientation of the video also impacts the viewers’ experience, Tarnopolsky recommends that it is always best to shoot a vertical video for mobile optimisation. “Changing the orientation of the video halfway through shooting is a massive turnoff for the viewers, so refrain from doing so. The attention span of today’s audiences is very short, and this influences the optimum lengths of videos.” Tarnopolsky also points out that as senior audiences in particular, do not watch more than three minutes to find out what the video is trying to say and are more likely to check the length the video before deciding to view it, it is helpful to keep things short to ensure they make the decision to watch the video. “Additionally, get text and video working in partnership – text can be used to introduce, tease or frame the content shared. Video isn’t always the best format for communicating detailed information in-depth, so leverage its strengths around engaging, compelling and entertaining content for better results,” he adds.
SpotX has announced an integration with JW Player, a partnership offers header bidding-like monetization opportunities for publishers, with Rolling Stone publisher Penske Media already testing the technology.
