Are Your Campaigns Ready for the Holidays?

‘Tis the season to start hunkering down for the holidays. With Halloween around the corner and Thanksgiving soon to follow, the Q4 festivities are fast approaching.

Most of you are likely still in the throws of planning, ever since the sun set on your last Labor Day barbeque. And while all this pre-planning might seem excessive, there’s no better time to be well prepped for audiences than when they’re this highly primed for purchase.

So how do you ensure your message gets heard during such a noisy advertising season? Test before you invest. Now’s the time to craft that expert creative so, come November, you’re ready to diversify, test, and hyper-target. By creating multiple versions of your creative for a small spend test, you’ll quickly learn which messages to use for your bigger spend and more specific targeting.

Not sure what or how much to create? Our VidMob Intelligent Testing Package is the easiest way to quickly prepare a successful campaign this season.

Here’s a sampling of some of the festive work we did for Walmart & World Market during the 2016 holiday season:

Halloween

– Walmart: Halloween Costumes V. 1
– Walmart: Halloween Costumes V. 2
– Walmart: Halloween Costumes V. 3

Holiday

– Walmart: Carolers
– Walmart: Activewear
– Walmart: Patti Pie
– World Market: Happy Holidays

Whether you’ve prepared a full-fledged DR campaign or nothing at all, VidMob can help you maximize your promotion efforts to make this season that much cheerier. Get in touch to find out how!

The Big Short(form)

Looking back at big historical events, they often look painfully obvious when viewed through the lens of modern narrative. In 1913, as the web of geopolitical alliances and treaties grew in entanglement, everyone on earth must have been able to see that World War I was not only inevitable but imminent, right? In 2007, pretty much everyone must have had some sense that subprime mortgages to finance 2nd and 3rd homes for the tenuously employed had to lead to a cascade of crippling defaults, right?

Of course, this isn’t how it works in the real world. This is partially because books like The Guns of August and The Big Short don’t come until after—the data may be there in real-time, hidden in the chaos of information, but the narrative does not come until later.

It was with this in mind that I read “As Viewers Drift Online, Advertisers Hold Fast to Broadcast TV” in the New York Times this week, and I couldn’t help but wonder whether or not the data of inevitability was beginning to surface once again. For over a decade, media analysts have been hypothesizing on when the $200+ billion dollars of brand advertising spend would transition from TV to the web. But it has not happened. And because it has not happened yet, it is easy to adopt the position that it will never happen. Or that it is still years away.

Here are some of the best quotes and passages from the article:

“As a media analyst at Pivotal Research, Brian Wieser, put it, advertising on TV is ‘as archaic as water flowing through pipes. You could set up a drone to take water from a reservoir and use fascinating technology and cutting-edge approaches to deliver it, but there’s a good reason we use these systems,’ he said.”

Really? Maybe carrying water by drone just isn’t a good idea. Does this one example of technology standing the test of time mean that archaic technology is a permanent fit in all cases?

“In interviews, ad buyers and television executives pointed to a variety of reasons that advertisers remain attracted to ABC, NBC, Fox and CBS. Ratings aside, television still reaches more people and provides a reliable way for an ad to be seen on a full screen with sound. There is a limited amount of inventory, in contrast to the endless reach of the web, and marketers know rates will spike if they wait to buy airtime.”

A limited amount of inventory? I think I have a different cable package. I could easily take the opposite side and argue that there are effectively limitless TV networks, but only a handful of social platforms with true scale.

“‘The number of minutes we show commercials is way more than YouTube or Facebook on a video basis—many multiples more,’ Mr. Marchese said.”

When I read this, I can’t help but focus on the keyword “show.” They can show commercials all day and night, but how many folks are actually watching them on TV? I cannot remember the last time I watched a commercial on TV during anything other than a sporting event. But I bet I was “shown” a lot as I fast forwarded through them to the program. There’s simply no way that I’m an effective impression.

“As attractive as that slicing and dicing can be, television appears to have an advantage in terms of the actual commercial time it can offer marketers.”

Huh? There are nearly 2 billion people on Facebook every day. And there are nearly 200 million people on Snapchat every day getting the closest thing to a “television” experience that exists on mobile—full screen, audio on, pure video.

“It will continue to move forward this way as long as it works”

But regardless of how difficult it may be to change entrenched behaviors, at some point—and I would argue that some point is one or two years, not five—the data will become too damning for brand marketers to ignore. Reading between the lines of the pro-TV expert quotes, a couple of points and observations stuck out for me:

1) The average age of the audience for scripted TV’s most popular show is 55.

I realize this is just one show, but it’s indicative of the broader reality—broadcast TV’s audience is old and getting older every day. And sports is not necessarily different. MLB’s broadcast audience on FOX during last year’s World Series was even older, and it has been aging faster than time passes.

2) Among 18-49 year-olds, ratings in broadcast television fell by 11% this year.

Holy moly! That’s more than 1 in 10 viewers that stopped watching TV. In one year. Check out this chart from a Recode article on this very topic for an even starker view of just how much of the audience has disappeared already:

3) Does an inflexible system that locks you in 6 months in advance really seem in line with the pace of change in today’s world?

Per the article:

“Mass marketers aiming to drive people to, say, their stores or car dealerships rely on long-held TV plans to align with their product launches, and pulling out could be both expensive and risky.”

This doesn’t seem optimal to me. Cultural trends shift and build faster than ever these days. If anyone reading this has kids, just think of the rise of the Fidget Cubes and Spinners. As far as I know, they didn’t exist 4 weeks ago, and now every kid I see seems to have one. This would have been tough to predict 6 months ago, and even tougher to anticipate the right amount of supporting marketing.

So what should one do if, as the data seems to indicate, the big shift has started? In 1913 there wasn’t a whole lot that anyone could do. The die was cast, and no amount of human effort could have slowed the momentum of destruction. In 2007 (and before), there was plenty to do if you were morally square with betting on, and ultimately profiting from, an event that created misery and depression on a global scale.

But this event is different. As $100+ billion begins to ever so cautiously creep towards a new home, there are many positives that can be expected to emerge as a result.

• The Democratization of Video Advertising

With self-service video ad buying platforms available and improving every day for all of the major platforms, more companies than ever will become video advertisers in the coming years. So not only will major brand marketers move over, but they will be buying alongside millions of smaller businesses. Today Facebook has over 5 million advertisers, but less than half a million video advertisers. This is because creating quality video ads is hard and expensive. But a number of emerging platforms are making it easier to connect with talent efficiently, and in time, all advertisers will be video advertisers. The jobs created from these will number in the millions.

• The Emergence of Rapid Creative

At the same time, we are seeing a transition in the way marketers view video creative. Whereas brands used to create a single piece of amazing content and then run it for months (or years), now the idea of “Creative Fatigue” is gaining more and more traction. Ads are supposed to be refreshed frequently. This means even more demand.

• Video Storytelling is the New Coding

For the past 25 years, coding has been the sure path to employment. Parents pushed their kids into engineering programs with the assumption that if you could write code, you would never have a hard time finding a quality job. Similarly, if all communications are in the process of transitioning from static text and images to video, coupled with a remapping of the existing brand marketing ecosystem, couldn’t you argue that those who can tell compelling stories in video will face the same explosion of opportunity during the next twenty years?

Looking back 10 years from now, I suspect this will be another event that will be painfully obvious when viewed with the power of retrospective narrative. We will all slap our foreheads and say, “Of course all brand marketing dollars moved to Snapchat, Facebook, Google, and Amazon” (as they ramp up their video business). I don’t know what the books will be titled—probably something more creative than The Big Short(form). But I can tell you this. The folks that anticipate the shift and develop the skills to participate will be rewarded handsomely. A lot of jobs will be created in the process, and that’s an event that we can all get behind.

Exciting Update: New Partnership with Vimeo!

Vimeo just launched a new partnership program, Vimeo Integration Partners (VIP), that now allows brands to better utilize the power of video through their platform. And we are incredibly proud and honored to be amongst this limited launch group of VIPs.

But more importantly, what does this new partnership mean for you, our users?

We’re happy you asked.


This video was edited by VidMob editor Jorge Leitao. Hire Jorge here!

3 Ways this Benefits Our Users

With this new VIP status, our app users now have more flexibility and seamless interaction with their Vimeo accounts. And we have three solid reasons for why this partnership is going to make Vimeo users pretty happy:

1)   Access: Users can now locate any of their Vimeo account videos directly through VidMob. It’s as easy as scrolling to your “Vimeo” folder during media selection and choosing which clips you want for your project.

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 2)   Storage: Our phones have a rather limited storage space, and video can eat up a lot of that precious real estate. But if you make a habit of storing your video clips on Vimeo (where storage is essentially endless!) you can access them just as easily through VidMob.

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3)   Share: No need to download your video before posting it to Vimeo—with our direct share feature, you can send your finished VidMob video to Vimeo in one click.

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We’d like to thank Vimeo for their continued support in helping make the VidMob experience as seamless as possible. And we hope that our users are just as excited as we are about this new partnership and the resulting new integration features!

To create a VidMob video with your Vimeo account, download the app today. And don’t forget to follow us on Facebook, Twitter, and Instagram for the latest platform updates!

Want to Get More from Your Facebook Live Streams?

It was all the buzz at f8, TIME named it amongst the 5 biggest Facebook announcements, and brands are already capitalizing on its exciting potential. So what is it?

It’s Facebook’s new live-streaming service, Facebook Live. And we’re pretty excited about what this means for video.

Accessing Facebook Live

You can locate Facebook Live directly through the Facebook platform. And you can stream from any device, be it from your mobile phone or from a drone—like Mark Zuckerberg did.

And because the content recorded while streaming lives on your Facebook Profile or Page (unlike Snapchat where it disappears), it opens up a lot of exciting opportunities for content creators and content marketers.

How to Use It

The best part? It’s really easy to get started. Watch our walkthrough here:


This video was edited by VidMob editor, Derek. Hire Derek for your next project here!
  • Open your Facebook app.
  • Click into your Status Update.
  • Tap the streaming icon to open Facebook Live. It’s second from the left, represented by the profile icon adorned with sonar beams.
  • Enter a title or description to let potential viewers know what your stream is about.
  • Select your front-facing (that’s selfie-mode) or your rear-facing camera and…Go Live!

Video Is the Way We’re Communicating.

YouTube is one of the largest search engines in the world, second only to Google.

Video-focused platforms, like Snapchat, Vine, and Periscope, are now rubbing elbows with the big names in social, like Twitter, Facebook, and Instagram.

To compete, those big names turned to video. By incentivizing users with video-optimizing algorithms, video is and will continue to be king.

And this roll out of Facebook Live is just further proof that video is the medium of choice for social communication.

What Others Are Doing with It?

If you’re not sure where to begin with Facebook Live, look first to what others are up to.

An obvious place to start is the mega-video names like BuzzFeed and HuffPost—who, respectively, are exploding watermelons and have an entire Page dedicated solely to Facebook Live streams.

But we’ve also stumbled upon some other pretty exciting and innovate brands taking the plunge into Facebook Live and doing it quite well:

Refinery29: We love how Refinery29 is using it to promote their YouTube channel and different video mini-series, by doubling the hosts of these series as their Facebook Live hosts.

TYT: The Young Turks are a natural fit for Facebook Live, given the political nature of their content and the ability to now capture the events and stories they report on in real time.

Polygon: Another natural fit, Polygon uses it to live-demo new video games, apps, and host Q&As.

But Here’s What They’re Missing

Unlike Snapchat, where the video soon disappears, Facebook Live auto-saves your live streams directly to your Profile or Page.

While that might not seem like the most earth-shattering bit to point out, we’d like to remind you of one extremely important thing here:

that live stream is a gold mine of raw video content! 

And it’s desperately waiting for a VidMob editor to turn it into something even better.

Here are three ways to repurpose live stream video with VidMob:

1)   Stream Recaps: Creating a stream recap allows the user who actually did miss out to get the snack-bite highlight reel of what happened live. Recaps are also great evergreen content that you can use for brand stories, tutorials, or whatever best suits the content you’re capturing.

2)   Stream Teaser: If something funny, exciting, dramatic, or spur-of-the-moment happened during your stream, use those “best-of” clips to create a teaser reel. These can help entice viewers to not only watch and catch-up on your recorded stream but to also tune in for the next one.

3)   Candid B-Roll: And, at the very least, you can always use this content to start (or add to!) your stockpile of b-roll. B-roll is super important for creating textured, contextual videos, no matter what the style. Because your live stream content is raw material, it repurposes really well as b-roll.

How to Access Your Facebook Live Content

Locating your Facebook Live stream is as easy as locating the media you have stored on your Facebook account. Here’s how to find it:

1)   Scroll to your Facebook media folder.

2)  Click into the folder. If you haven’t synched your Facebook account yet, you’ll be prompted to here.

3)   Scroll down to your Videos folder and select which streams you’d like included for your VidMob project. For a full walkthrough of the above steps, start watching the video below at minute 1:12.

This video was edited by VidMob editor, Derek. Hire Derek for your next project here!

Now that you’re familiar with Facebook Live and all the ways you can repurpose that video into effective marketing content, why not give it a go? Tag us in your next live stream and we’ll be sure to tune in!

Download the VidMob app today to connect with an editor who can boost your Facebook Live efforts. And don’t forget to follow us on Facebook, Twitter, and Instagram, for updates on our upcoming Facebook Live streams.