Tag: YouTube

Keep On Moving

According to Cisco, video will make up 80% of consumer online traffic by the end of 2019.

But how long are they watching for?

Over the last 2 years we have seen video embed itself as the social format of choice, with the rise of Stories, .gifs and new channels such as IGTV and TikTok cementing the moving image’s place in the social content sphere.

We’ve been told as marketers that attention spans are waning and the race to the shortest video content possible is the race to run. Whilst this may hold true in certain circumstances (such as the most effective YouTube bumpers staying at 6 seconds or fewer), we think this is the year set to see the return of longer-form video pieces capturing attention spans and bringing worthwhile ROI.

Why?

A number of reasons – the nature of marketing content is shifting (for instance, more and more sponsored Influencer content is being consumed, which naturally takes longer to engage with), and as production values improve/quality becomes cheaper, captivating video content can last longer for the same budget. It’s proven that if you can capture attention spans for longer, the sales uplift of those who engage is greater. Basically, it’s worth the investment in your production to ensure your audience invest their time.

In fact, 64% of consumers said video content from Facebook has influenced a recent purchase decision. That’s almost on a par with real-life friend recommendations.

So, what’s the key to ensuring audiences engage with your video content? As distribution sophisticates at pace, through pre-planning to understanding the audience, use case and context with which they will engage with your content is paramount. Video is here to stay, but in a million different forms, and understanding how to effectively service many consumer needs with one content production will ensure you stay on the front foot.


Keep On Moving

According to Cisco, video will make up 80% of consumer online traffic by the end of 2019.

But how long are they watching for?

Over the last 2 years we have seen video embed itself as the social format of choice, with the rise of Stories, .gifs and new channels such as IGTV and TikTok cementing the moving image’s place in the social content sphere.

We’ve been told as marketers that attention spans are waning and the race to the shortest video content possible is the race to run. Whilst this may hold true in certain circumstances (such as the most effective YouTube bumpers staying at 6 seconds or fewer), we think this is the year set to see the return of longer-form video pieces capturing attention spans and bringing worthwhile ROI.

Why?

A number of reasons – the nature of marketing content is shifting (for instance, more and more sponsored Influencer content is being consumed, which naturally takes longer to engage with), and as production values improve/quality becomes cheaper, captivating video content can last longer for the same budget. It’s proven that if you can capture attention spans for longer, the sales uplift of those who engage is greater. Basically, it’s worth the investment in your production to ensure your audience invest their time.

In fact, 64% of consumers said video content from Facebook has influenced a recent purchase decision. That’s almost on a par with real-life friend recommendations.

So, what’s the key to ensuring audiences engage with your video content? As distribution sophisticates at pace, through pre-planning to understanding the audience, use case and context with which they will engage with your content is paramount. Video is here to stay, but in a million different forms, and understanding how to effectively service many consumer needs with one content production will ensure you stay on the front foot.


OMD FWD w/c 3rd September

Hello and welcome to your weekly FWD.

The rise of influencer marketing is causing waves as more and more fantasy-like posts surface which have generated comments calling Instagram ‘a ridiculous lie factory made to make us all feel inadequate’. The public are becoming attuned to paid posts, unrealistic images and the ‘highlight reel’ that is often the only visible representation of one’s life. In line with this, UK broadcasters are urging the government to create a social media watchdog to strengthen oversight of social media companies. The response? Yes, we know.

In the tech space, excitement is building over Apple’s impending product announcement on the 12th of September in Cupertino. The rumour mill is churning out speculation on whether the home button is being superseded with OLED screens, and if the iWatch will at last, be round.

HEADLINES

INSIGHTS

COOL

DEEP READS

Please feel free to pass OMD FWD onto your colleagues, clients and friends – they can subscribe here at any time and watch Wednesday’s get better! #OMDFWD


OMD FWD w/c 28th August

Hello and welcome to your weekly FWD.

At the centre of attention and creating (over) hype this week was the ‘weirdest event in internet history’ – the battle of the YouTubers, KSI and Logan Paul. Although, no one should be surprised that it was hijacked by pirates on Twitch. With YouTube charging $10USD to tune into the match, Twitch brought the game to the masses and indeed, ashore.

Advertising regulation was also full on, with Facebook removing 5,000 ad targeting options in a bid to prevent discrimination. “While these options have been used in legitimate ways to reach people interested in a certain product or service, we think minimizing the risk of abuse is more important. This includes limiting the ability for advertisers to exclude audiences that relate to attributes such as ethnicity or religion.” YouTube are also jumping on board with more non-skippable ads offered to advertisers. With more on the market being directed at larger catchments, how does this impact targeted marketing and segmented audiences?

HEADLINES

INSIGHTS

COOL

DEEP READS

Please feel free to pass OMD FWD onto your colleagues, clients and friends – they can subscribe here at any time and watch Wednesday’s get better! #OMDFWD


OMD FWD w/c 16th April

Hello and welcome to your weekly FWD.

As we skip Spring and go head first into Summer, Mark Zuckerberg was also plunged head first into his appearance at Congress where he was grilled for over 5 hours by US lawmakers on the social network’s role in democracy. The other social networks were also on high alert with Instagram now giving users the opportunity to download a copy of their data, and Twitter has agreed to comply with the Honest Ads Act.

Nielson the leading global information and measurement company has released a tool that will make it easier for advertisers to buy commercial space armed with more granular audience data. Google has launched a new reach planner for YouTube on Adwords.

HEADLINES

  • As Mark Zuckerberg faced a grilling from congress, Vice dared Facebook users to shake up the algorithm by liking posts they hate and Facebook tested new ways to get more people using stories
  • In light of the controversy surrounding Facebook, Instagram is going to let users download a copy of their data
  • Twitter has agreed to comply with the Honest Ads Act, as a new study reveals two thirds of real news articles on the platform are shared by bots
  • Nielsen has released a tool to incorporate custom audience data and Google launches a new reach planner for YouTube on Adwords

INSIGHTS

COOL

  • Nike brings out new limited edition trainers that function as connected devices
  • A new video format being tested by Unilever allows users to select a charity to benefit from the ad revenue, based on their watch time
  • Social media activist Chessie King features in an anti-trolling campaign to promote body confidence

DEEP READS

  • A smart license plate in Dubai is being tested that contacts paramedics in the event of an accident and the Minority Report could become a reality, as India turns to AI to predict crimes
  • Google and the Girl Guides have teamed up to get more girls involved in coding
  • Social media has become pivotal to the Interior Design industry as consumers strive to capture the Instagram worthy

As always, please share anything you find interesting using #OMDFWD


OMD FWD w/c 4th September

Hello and welcome to your weekly FWD! Now that the football transfer window has closed, have you ever wondered how long it would take you to earn a footballer’s salary? Use this online tool to find out…and if you need cheering up after that, have a go at the new 360-degree version of ‘Where’s Wally?‘!

Other big winners this week include Dara Khosrowshahi, who Uber announced as their new CEO and has already given a masterclass in leadership, and YouTube, who revealed a brand new logo.

HEADLINES

INSIGHTS

COOL

 DEEP READS

If you see anything FWD worthy in the week ahead, please share using #OMDFWD


OMD FWD w/c 4th September

Hello and welcome to your weekly FWD! Now that the football transfer window has closed, have you ever wondered how long it would take you to earn a footballer’s salary? Use this online tool to find out…and if you need cheering up after that, have a go at the new 360-degree version of ‘Where’s Wally?‘!

Other big winners this week include Dara Khosrowshahi, who Uber announced as their new CEO and has already given a masterclass in leadership, and YouTube, who revealed a brand new logo.

HEADLINES

INSIGHTS

COOL

 DEEP READS

If you see anything FWD worthy in the week ahead, please share using #OMDFWD


OMD FWD w/c 14th August

Hello and welcome to your weekly OMD FWD! This week Disney breaks up with Netflix to launch their own streaming service, YouTube enables in-app direct messaging and sharing features, and Facebook dives deeper into the broadcaster space. The social media giant is also armouring up to combat cloaking and ‘fat-finger’ ad clicks to protect users from unwanted content, while Google launches an initiative to help reduce annoying advertisements online.

Facing the future, the next billion mobile users could mean the end of typing. Accordingly, ASOS ‘photo searches’ lets iOS app users upload photos of outfits they like to shop for similar designs. Meanwhile, the music industry uses social data to predict new hits and Toyota launches a road safety app.

HEADLINES

 INSIGHTS

COOL

  • ASOS ‘photo searches’ lets iOS app users upload photos of outfits they’ve seen and shop for them
  • Toyota launches its ‘Safe and Sound’ ad to embarrass teenagers into becoming safer drivers
  • Lonely Planet launches an Instagram-like Trips app, where you can search for categories like “Adventure” or “Wildlife and Nature.”

DEEP READS

  • The next billion users will explore through videos not search, swiping rather than typing and use voice search instead of keypads, which will mark the end of typing
  • Amazon is in talks to offer event ticketing in the U.S. according to Reuters
  • With the popularity of Amazon’s Alexa and the democratisation of technology, AI continues to dominate the present and future, here are some handy tips

If anything catches your eye, please share using #OMDFWD


OMD FWD w/c 14th August

Hello and welcome to your weekly OMD FWD! This week Disney breaks up with Netflix to launch their own streaming service, YouTube enables in-app direct messaging and sharing features, and Facebook dives deeper into the broadcaster space. The social media giant is also armouring up to combat cloaking and ‘fat-finger’ ad clicks to protect users from unwanted content, while Google launches an initiative to help reduce annoying advertisements online.

Facing the future, the next billion mobile users could mean the end of typing. Accordingly, ASOS ‘photo searches’ lets iOS app users upload photos of outfits they like to shop for similar designs. Meanwhile, the music industry uses social data to predict new hits and Toyota launches a road safety app.

HEADLINES

 INSIGHTS

COOL

  • ASOS ‘photo searches’ lets iOS app users upload photos of outfits they’ve seen and shop for them
  • Toyota launches its ‘Safe and Sound’ ad to embarrass teenagers into becoming safer drivers
  • Lonely Planet launches an Instagram-like Trips app, where you can search for categories like “Adventure” or “Wildlife and Nature.”

DEEP READS

  • The next billion users will explore through videos not search, swiping rather than typing and use voice search instead of keypads, which will mark the end of typing
  • Amazon is in talks to offer event ticketing in the U.S. according to Reuters
  • With the popularity of Amazon’s Alexa and the democratisation of technology, AI continues to dominate the present and future, here are some handy tips

If anything catches your eye, please share using #OMDFWD


OMD FWD w/c 7th August

Hola y bienvenidos a su FWD semanal!

This week the Spanish hit ‘Despacito’ became the most viewed YouTube video ever proving just how global YouTube’s reach is. However, it’s not just music fans that are flocking to the site, as top global advertisers are returning to YouTube after a brand-safety boycott.

Meanwhile, Instagram is maintaining its first-choice status for both food lovers and under 25-year-olds, as Instagram food photographers are to be celebrated at a London exhibition and the younger audience is now reported to spend an average of over 32 minutes a day on the app.

In the AI world, there have been more new and interesting developments, as it is revealed that intelligent drones are helping to stop poaching in Africa and this TED talk shows how AI is improving image recognition and detection

Although Brits could soon go undetected on social media under a new data protection bill.

HEADLINES

 INSIGHTS

COOL

DEEP READS

If you see anything FWD worthy in the week ahead, please share using #OMDFWD


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