Did somebody say VCR?!

No, we’re not talking about that dusty dinosaur that you feed VHS tapes into after snagging the last copy of new release from Blockbuster (don’t forget to rewind!). VCR, or Video Completion Rate, is a measurement of the rate at which your digital video impressions play to 100%. Simply put, it’s square one for understanding the efficiency and effectiveness of your video campaign. High VCRs result in more time spent with your message and a lower cost-per-view, while low VCRs indicate room for improvement.

How can I set myself up for VCR success?

Glad you asked, because there are a bunch of things you can do!

First, understand your platform and device. CTV devices typically drive the highest completion rates (90%+), followed by Desktop (65%+), and finally Mobile (50%+)*. Choosing to run on devices or platforms with naturally high completion rates – like CTVs and OTT – may be more expensive compared to Desktop/Mobile, but the overall completion efficiency can be substantially superior.

Next, let’s talk about creative. Attention spans are shrinking and co-viewing (interacting with multiple devices simultaneously) is on the rise. That means advertisers need to get their message across quicker than ever before. We see the best completion performance with :6 and :15 second creatives, and recommend front-loading your message to grab the viewer’s attention. 30-second creatives are great for Broadcast, but they don’t translate well into a digital environment, so we’d recommend avoiding them when possible.

Finally, we need to understand what kind of inventory we’re evaluating. Non-skippable In-Stream video inventory naturally drives higher completion rates than out-stream or in-banner video, so make sure you know what you’re buying. (All of Fusion92 Advanced TV and In-Stream in non-skippable.) Keep in mind that even if the inventory is non-skippable, that doesn’t guarantee a completion. Users can choose to abandon the content, click-through, or the ad can fail to load fully… all of which can result in less than a 100% completion.

What about clicks?

Clicks are video advertising’s worst enemy! Here’s why:

• We know that the majority of clicks, especially on mobile, are accidental!** That means they likely result in frustration instead of a conversion or on-site action.
• When a user clicks on your video, it interrupts the stream, preventing the ad impression from completing at 100% and thus hurting your VCR.
• Most importantly, your ad is already an “interruption” to the user’s browsing experience. Expecting the user to abandon the show or clip they’re trying to watch is lofty demand. You’re better off trying to keep them engaged with your brand for the 6-15 seconds of content in your ad.

What should I be measuring instead of clicks?

While VCR is a great starting point, there are a handful of other ways we can measure video advertising success instead of clicks. We recommend:

View-Through Conversions:

View-Through Conversion tracking allows us to track a user following their exposure to a video ad impression to determine if they take a future action on your website. It’s a great way to measure the success of your video impression because it assumes that the user is completing the spot at 100% (driving up your VCR), spending time with your message, and then being driven to act on your site without a direct interruption to their browsing experience.

Viewability:

For the more sophisticated advertiser, we also recommend evaluating Video Viewability. This measures an impression’s opportunity to be viewed on a screen. Video Viewability is generally high since the average video player takes up all or most of the screen, but it’s still worth monitoring. The higher the in-view rate, the more quality time spent with your brand’s message.

Want to learn more? Don’t hesitate to reach out or visit Managed Media Services.

*MOAT Q2 2018 Benchmarks
**MediaPost, 2016

Editor’s Note: This post was originally published in January 2016 and has been completely revamped and updated for accuracy and comprehensiveness. 

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Facebook prides itself on providing users with streamlined content that’s as easy to digest as possible. Their old rule of thumb was if your ad included 20% or more text it wouldn’t be approved. They have since changed this model—now allowing images and videos with heavy text in them to run. Sounds great, right? Well, not really. While these ads are allowed, they probably won’t have much, if any, reach. Try using the text fields to house this information—not your image. If you must include text in images and videos, reduce the font size and keep coverage to only a small portion of the ad. If you’re ever in doubt, Facebook has a text overlay tool where you can see just how much text is in your ad which can be found here. Just remember that the less text (under 20%) in your ad, the better the cost and the better the performance will be. When it comes to video, providing us with a text free thumbnail we can use helps creative approval as well. Something to also keep in mind is that most people are consuming the video ads they see with the sound off. Captions are helpful to both entice people to read along and prevent them from scrolling past them.

Content & Language

Facebook has been recently cracking down on discriminatory ads. Ads that call out people for what may be considered discreet or embarrassing attributes will not be run. Other ads that are off-limits are any content that singles out people based on gender, race, family status, sexual orientation, medical and genetic conditions, religion, age, national origin, and disability. If Facebook identifies an ad as providing housing, credit, or employment opportunities while also using any other audience segments, Facebook will require advertisers to state that they are in compliant with their updated discrimination policy.

It’s important to remember both images and text play a role in this policy. The take-home point here is that Facebook tries to create and maintain a certain inclusive and inoffensive atmosphere for their audience, so images and messages which counter this goal are nearly impossible to get running.

For more info, visit Facebook’s Guide to Prohibited Content.

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I’m still coming down from the high of my most recent “aha!” moment. It was the perfect combination of message and timing delivered by a charismatic VP who has proven time and time again that he’s a poster child for innovation (Hint: his company rhymes with shmaeshnook). Andrew “Boz” Bosworth has proactively led successful change in one of the most rapidly evolving industries (“News feed” ring a bell?) while maintaining culture and brand integrity. He’s got my attention.

Boz introduced the three key factors for successful innovation which, combined, he dubbed, “The Innovation Cycle.” (I know what you’re thinking…you’ve heard this at every SXSW session that has ever existed; I thought so too.) The difference: he made it tangible.

Here’s how to build a strong innovation cycle:

Understand your Identity.  The key words here being “Understand” and “Identity.”  What you do is NOT necessarily what you sell or who your client is, or even what industry you are in.  It is your core value proposition; the problem you are solving, the service you are providing, the load you are lightening.  What do you actually do? 

I’m guessing you are familiar with a little company by the name of Kodak. I’m also guessing you will be as surprised as I was to learn that Kodak actually developed the first digital camera back in 1975. Hmm. Then why did it take until the 90s for digital cameras to come to the market you ask? Simple: Kodak decided not to release the product for fear that it would threaten their existing camera and film business. Or, as the rock star up on the main stage put it, “They identified with their past and present at the expense of their future.”  Kodak became obsolete not just because they didn’t release that specific product, but because they did not understand their identity and therefore failed to see the bigger picture. They weren’t just selling photographs; they were capturing memories.

Structure yourself for success.  As a manager, I see firsthand the panic that comes over employees’ faces when even a hint of the word “structure” is mentioned.  The actual definition is quite simply “to arrange according to a plan.”  You wouldn’t start driving without knowing how to get there (or at least having your Waze app handy), and you can’t run a successful campaign, team or company without a plan.  Maybe a better word to use in today’s culture is “design”—it’s more fluid and collaborative, which is crucial to the final element.

Commit to the change. John Shedd illustrated this well stating, “A ship is safe in harbor, but that’s not what ships are for.”  It’s not enough to “design” a new plan; it actually needs to be implemented and practiced in order to succeed. In other words, everyone needs to drink the Kool-Aid, day in and day out. If the whole is not working towards a common goal, then they are indirectly working against it. One of the biggest mistakes companies make is setting a goal too high. People have a hard time committing to something that they view as unattainable. Conversely, the second biggest mistake is setting the bar too low so that innovation and growth cease to exist. Fostering an environment where progress is clearly defined keeps the team interested and accountable.

Fusion92 doesn’t just sell ad tech or provide media buying; we build Partnerships. We have a strong innovation cycle.  Our foundation is built on the close relationships we have with our clients and our goal is to provide them with the strategic products and executions they depend on to grow their businesses.

My teammate summed this up perfectly: “We are a family of hard working dedicated problem solvers.” We pride ourselves on anticipating our partners’ needs so that by the time they ask, we’ve already written the answer.

How do you build a strong innovation cycle on your team? Tell us in the comments!

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I think the answer is, it’s not just me. It’s how we behave and react as consumers. We’re much more inclined to act on something, consider something or pull the trigger based on what’s going on around us.

This idea is what drives Triggered Advertising. It’s simply using current events to maximize the relevance, importance and timeliness of your message. How so? Well, it’s actually fairly simple…

An advertiser first determines what “event” would change the way people would feel or act as it relates to their product or service. Maybe the trigger is stormy weather. With that, they create two to three different ads – one with standard branded messaging, and 1-2 with messaging related to the weather. By integrating with a weather-specific API, our ad serving platform is notified when the new condition (storming) is met, and it triggers a creative swap. Once the storms cease, the primary creative is reactivated and secondary creative becomes idle until the next occurrence.

Let’s say the advertiser is a roofing company. When the weather is pleasant, their default message might be something like “Don’t wait until it’s too late! Replace your roof now to avoid future leaks and damage.” Then when it’s storming, “We’re the experts in roof repair. Available 7 days a week. Call now.”

Studies show that people are 12% more likely to engage if an online ad is relevant to them in the moment. Why not take advantage of this behavioral pattern and drive interest or action based on…whatever you choose! Some example triggers are rain, snow, wind, pollen levels, drop/lift in oil prices, drop/lift in stock prices, drop/lift in mortgages rates, and then options are essentially endless. We can accommodate countless data points, just email us to confirm.

With Triggered Advertising, good timing is always on your side.

Reach out now to discuss how Triggered Advertising can work for you

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Geo-fencing is where dealers can target mobile users within a very defined geographic location in real time… so, think competitor dealerships, auto shows, local Jiffy Lubes, etc.

According to Google, half of car shoppers with mobile devices use their smartphones while at the dealership to compare prices to make sure they’re getting a good deal, read reviews and view model descriptions. So, while those users are on their phone, you can entice them with a competitive offer or a reason they should visit your dealership instead.

Google also determined that mobile is the primary device for vehicle shopping research. Another way to capitalize on the increasing use of mobile is with Location-Based Targeting. So, you choose specific locations, and we’ll target the devices that have been at those locations in the last 30, 60 or 90 days. Maybe you want to target all devices who have been at the service centers within your DMA in the last 60 days, or individuals who have visited all CDJR dealerships in your metropolitan area in the last 30 days. The possibilities are endless!

It’s important to remember that with Geo-fencing and Location-Based Targeting, we’re exclusively targeting devices which means they’re not to be layered with additional tactics like Channel Targeting or Behavioral Targeting. If you aren’t achieving the reach you’re looking for, you can easily adjust the look-back window to cast a wider net.

If you aren’t employing either of the tactics, now is the time! Contact us today to learn more or to get started: advertise@fusion92.com

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The “Who”
US Hispanics are not a one-size-fits-all demographic for marketers. This group is exceptionally multicultural- while 64.2% of them are from Mexico, the rest hail from all over the Hispanic world representing a wealth of different cultures and traditions. US Hispanics are also overwhelmingly bilingual but maintain a key demographic who prefer to consume their media in Spanish.

By the end 2016, 76.5% of US Hispanics will be online. They are mobile-first; moreover, they prefer browsing on a mobile device more than any other segment of Americans. This mobile tendency fuels their browsing habits as well. Social media and mobile video consumption are highest among US Hispanics in comparison to other segments surveyed.

The “Why”
The Selig Center for Economic Growth at University of Georgia estimates that US Hispanic purchasing power will surpass $1.7 trillion USD by 2020. Growth in digital Hispanics has also translated to a huge growth in eCommerce purchasing—especially on mobile.

Brands and marketers are taking note and following the money—over $9.49 billion was spent on advertising geared towards Hispanics in 2014. Digital ad spending made up the fastest growing segment of that media mix with 18% growth from 2013 to 2014.

US Hispanics are also increasingly responsive to advertiser’s attempts to connect culturally, regardless of language. Interestingly enough, 89% of respondents to a recent survey expressed that the use of ‘Spanglish’ in advertising was ‘appropriate for all brands’.

The “How”
If you aren’t already including Hispanic marketing in your strategy or if you are looking for fresh ideas, let’s have a chat!

Fusion92 has years of experience planning, executing, and optimizing digital campaigns targeted to US Hispanics. Our AdCurrent programmatic network allows our advertisers the power to target Hispanics by browser language and integrates countless first & third party data segments for even the most niche Hispanic audiences. On the creative side, our proprietary ad tech allows advertisers to create rich media ad units in both Spanish and English.

Email us at advertise@fusion92.com for more information!

Statistics courtesy of eMarketer, 2016

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What does this mean for video advertising? We all know that digital video adverting is expected to double by 2020, but how does CTV play into the mix?  CTV video ads are played in-stream as pre-roll, mid-roll or post-roll, and consume the full screen of the television.  Much like standard TV commercials, a :15 or :30 second spot is the ideal length.  CTV advertising is sold on a CPM basis and while it is a premium compared to desktop and mobile in-stream, it is much less expensive than traditional TV spots.

CTV is not just another channel for advertisers to run their video ads, it is a crucial part of the marketing mix. A study of US digital video viewers by RealityMine in 2015 found that 65% used subscription services such as Netflix and Hulu as their primary digital viewing mode and 43% of those were viewed through CTV.  If you are looking to reach the 18-34 year old audience, it is imperative that CTV is included in the media plan.

Contact us to learn more about Connected TV Advertising

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Listlink takes your CRM list and converts it to digital IP addresses creating a tangible online audience of your known champions. CRM lists can include physical addresses, email addresses or both. Our data partner that manages the conversion process actually maps each individual IP address to two look-a-like IP addresses, and they’re passed back to us in a bundle of three. This means there’s no 1:1 targeting, making it fully compliant and free of any personally identifiable information (PII).

The look-a-like IP addresses are identified exclusively by demographic attributes or geographic location that is closely rated to your customer(s). So not only are you targeting your customers who’ve shown interest in your product or service, you’re getting the bonus of prospecting individuals whose interest level is likely higher than the general public.

Listlink is a powerful tactic when used in conjunction with a direct mail piece or eBlast reinforcing that same message as the individuals surf the web. You could even segment customers who have opened a specific email offer or newsletter and retarget them with a follow-up message. There are many options with Listlink that give you greater, more effective marketing power.

Your customers already have a proven affinity for your brand, so half the work is done. Now stay top-of-mind when they’re looking for your product/service. Get started with Listlink today!

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With an expansive music catalog, Spotify attracts users of all ages, backgrounds, education levels and income levels across the U.S., making it a perfect medium for advertisers to reach any audience that’s listening from their desk at work, or while browsing the internet at home.

There are two ad placements on Spotify: 728×90 static ad and takeover video ad. While CPMs are wildly different, both executions are equally effective. Advertisers can target users geographically and by age, gender, music genre, music playlist(s) or Spanish language. For wider reach, RON is also an option.

Spotify advertising boasts some great features:

• 90% viewability
• 100% SOV
• Premium environment (no fold!)
• All users served ads are logged in
• No impressions served after 3 minutes of inactivity
• Video Takeover ad plays during regular music ad breaks

Ready to see what Spotify Advertising is all about? Contact us for more info.

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What is a PMP?
PMPs are privately run deals where premium inventory can be sold at a guaranteed price, known as a “Preferred Deal” or first look access to be bid on which is called a “Private Auction” – allowing both advertisers and publishers to work with the select partners of their choice in a more transparent and controlled environment.

How are PMPs set up?
PMPs can be implemented in many ways. They can be geared toward publishers who only work with select brands as well as advertisers who only work with specific publishers. Both setups allow inventory to be procured programmatically through unique deal IDs.

Can a PMP help me?
Private Marketplace deals provide buyers and sellers the highest degree of efficiency at the impression level. Some PMP deals allow additional information and data to be shared to further qualify users, resulting in more effective bidding. However, PMPs are not a solve-all as they can limit scalability and typically incur a higher CPM.

Ultimately, PMPs are growing in popularity because of the level of control, security and exclusivity it provides for premium inventory in the “wild west” that is Programmatic.

Contact your Account Manager today with any questions or to Learn More about our PMP offerings.

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