[:en]Internet Evolution has paved the Way for Online Video Advertising[:sl]Evolucija spleta utirila spletno video oglaševanje[:]

[:en]The beginnings of online video can be traced back to when this type of content was little more than poorly-made video bloopers intended to help generation Z to fight off boredom. In the beginning, neither the content nor the audience corresponded to advertisers and the image conveyed through stylised advertisements. Last year, however, the market reached a turning point.

Improvements in ad serving technologies on web pages have significantly increased the ability to reach the target audience in places that ultimately proved out of reach to radio and television. The penetration of broadband internet has provided numerous technological opportunities. It is, therefore, little wonder that research points to increasing use of video.[:sl]Zametki spletnega videa segajo v obdobje, ko so bile te vsebine videti kot ponesrečene video smešnice, namenjene preganjanju dolgčasa generacije Z. Če na začetku niti vsebine niti publika nikakor niso ustrezali oglaševalcem in podobi, ki so jo podajali skozi stilizirane oglase, je v lanskem letu trg doživel prelomnico.

Z izboljšanjem tehnologij za serviranje oglasov na spletnih straneh so se občutno povečale možnosti doseganja ciljne publike tam, kjer se je doseg radia in televizije dokončno ustavil. Penetracija širokopasovnega dostopa do interneta je odprla številne tehnološke priložnosti, zato ni čudno, da raziskave kažejo vse pogostejšo rabo videa.[:][:en]

Users are favourably disposed

In November last year, ComScore published research showing that more than 75 percent of internet users regularly check online video content, which content providers long ago adapted to by serving millions of new streaming videos every day. A recent survey in Slovenia, conducted in co-operation with the Valicon company, showed that 86 percent of internet users view video content. In recent research carried out by Jupiter on attitudes towards video advertising, the internet audiences who are used to video content were in favour of the medium. Only 5 percent of participants responded that they did not watch video ads. Furthermore, only 10 percent stop watching a video in the first 15 seconds, regardless of whether it is an in-stream advertisement or online video.

It is, therefore, no surprise that more than a quarter of advertisers and marketers across the world have focused all their available resources onto developing online video advertising for their products and services. By 2012, European budgets for online video advertising are expected to represent approximately 20 percent of the entire online advertising cake, whereas last year the share amounted to only 6 percent. Online media that increasingly provide the use of various video marketing standards are, of course, following this trend.

Marketers show restraint, but for no reason

Today, online video marketing is one of the fastest-growing advertising tools. For advertisers, however, it is also one of the most difficult to understand and manage. This ignorance has spawned several myths and misconceptions that incite fear and prevent many from jumping on board. Therefore, they cling to increasingly less attractive TV campaigns which for now, it should be noted, do still bring certain value to advertisers. But for how much longer?

The fact is that television is less cost-effective than video advertising, as the latter provides cheaper access to demographic groups. Those who claim that it is hard to effectively reach audiences who have left television are also mistaken. Where else can one find the population that is disappointed with television if not on the internet, the most measurable and traceable of all media? In light of increasing internet capabilities and sophisticated user hardware, the argument that television provides a better visual experience can be seen to be unfounded. Because of its inherent interactive nature, the internet provides a much better experience.

If the number of times a particular advertisement is displayed is a good measure of its effectiveness, this is only raw data the marketer applies in video advertising. This year, Google has undertaken an ambitious project to convince companies that online advertising was equally – if not more – effective than traditional television advertisements. They compared 30-second TV ads on three different platforms. It turned out that all of them achieved the same results. Videos incorporated in web pages, however, achieved even better results in terms of influencing the purchasing intentions of consumers. The great reach, the ability to target ads and the measurability of online advertising campaigns therefore surpass the disadvantages of television ads, while not negating their advantages. By combining the best of both worlds we have definitely found the right track.

With its ability to attract users and provide a matrix to advertisers and flexibility to media, online advertising has the potential to become something much more interesting for all participants in the advertising chain than any medium before it.

In Slovenia, video advertising is developing much like everywhere else. Some of us have believed in it since the beginning and have therefore been investing intensively in it for the last five years. The results are excellent, as we have convinced even the most demanding advertisers and the actions we have undertaken show that our vision proved to be correct.

A new medium with a new model

A few obstacles will nevertheless need to be overcome, particularly as web users are becoming increasingly careful and are controlling their media experiences. Advertisers must be fully aware of this because they will only have a future on the internet if they can provide relevant solutions that users can control. Online video advertisements following the model of TV advertisements are therefore not the most suitable solution.

The most successful online advertising campaigns, and this may strike many as surprising, are those that were made exclusively for active internet users, such as in-text video advertising. Using keyword advertising in search engines, Google has created an enormous business that supposedly brings in 99 percent of their revenue. In the spring, IAB published video advertising guidelines and in-text also found its way into the three basic video formats. So far, its design provides the most flexibility to users and clients can understand it because it is based on keywords that provide relevant content, thus giving advertisers a wide range of choices and the media the ability to quantify the content. The next step in the industry will involve behavioural targeting, because this form of targeting is not limited only to content; it is based on previously recorded behavioural patterns of web media users.

The expected growth is entirely realistic

Online advertising has been soaring. The recession has caused a decrease in advertising resources across the world, but this is not reflected on the internet. The recession is causing optimization of media resources and, if used properly, the internet can provide a greater input to results ratio for the same money as other media. Besides its extraordinary ability to recover faster than any other form of advertising, it has also been recording constant growth.

In the USA, calculations were made that next year approximately 10 percent of the entire advertising budget will be spent on online advertising, which should exceed 30 billion dollars. By 2012, therefore, they expect this form of advertising to reach one third of the entire advertising cake in the USA. According to the survey conducted by the Kelsey Group, this means 147 billion dollars for interactive advertising globally. According to IDC data, online advertising has achieved 20.1 percent growth or 7.01 billion dollars in the second quarter of this year. The forecast for the third quarter is an increase of 22 percent.

Experts in the field agree that effective online advertising is genuine, attractive and tangible. Video advertising is a unique medium which must be authentic and informative in order not to disappoint. But its content must also create trust. This requires hard work from us, the specialized online media and technological solutions providers, as well as advertisers and the media. We must satisfy our clients on both sides of the web.

And there is more. Online video advertising provides new business opportunities as it is being taken up by small and medium-sized enterprises that could not even imagine affording expensive TV advertising. Here, however, they see an opportunity. Furthermore, a completely new market is opening up for small production studios operated by the internet generation who understand what constitutes good online video content. Evolution, therefore, continues.

Simon Cetin, Director, Iprom, d. o. o.[:sl]

Uporabniki naklonjeni

ComScore je lani novembra objavil, da več kot 75 odstotkov uporabnikov interneta redno spremlja video vsebine na spletu, čemur so se ponudniki vsebin že zdavnaj prilagodili z milijoni novih pretočnih videov dnevno. Nedavna raziskava v Sloveniji, ki smo jo izvedli v sodelovanju z družbo Valicon, je razkrila, da kar 86 odstotkov uporabnikov spleta spremlja video vsebine. Videa vajena spletna publika se je v nedavni raziskavi Jupitra o odnosu do video oglaševanja izkazala za mediju naklonjeno, saj je samo 5 odstotkov vprašanih dejalo, da video oglasov ne gledajo. Prav tako z ogledom videa v 15 sekundah preneha le 10 odstotkov uporabnikov, ne glede na to, ali gre za in-stream oglas ali za spletni video.

Ne preseneča torej podatek, da je več kot četrtina oglaševalcev in tržnikov po svetu vse svoje razpoložljive sile usmerila v razvoj video oglaševanja svojih izdelkov in storitev na spletu. Evropski spletni proračuni za video oglaševanje naj bi do leta 2012 predstavljali 20 odstotkov celotnega spletnega oglaševalskega kolača, medtem ko je še lani bil ta šestodstotni. Seveda temu sledijo tudi spletni mediji, ki v vse večji meri omogočajo uporabo različnih video oglaševalskih standardov.

Tržniki zadržani, a brez razloga

Spletno video oglaševanje je danes eno najhitreje rastočih oglaševalskih orodij, hkrati pa s strani oglaševalcev eno težje razumljivih in obvladljivih. Iz tega nepoznavanja izhaja nekaj mitov in napačnih predstav, ki burijo duhove in mnogim preprečujejo, da bi sedli na ta vlak. Zato vztrajajo pri vse manj privlačnih televizijskih kampanjah, ki vseeno, to je treba priznati, oglaševalcem za zdaj prinaša določeno vrednost. Vendar koliko časa še?

Dejstvo je, da televizija ni stroškovno učinkovitejša od video oglaševanja, saj slednje omogoča cenejše doseganje demografskih skupin. Prav tako se motijo tisti, ki trdijo, da je težko učinkovito dosegati občinstva, ki so odšla s televizije. Kje drugje pa se zdaj najpogosteje zadržuje populacija, ki je nad televizijo razočarana, če ne ravno na internetu, najbolj merljivem in sledljivem mediju sploh. Argument, da televizija ponuja boljšo vizualno izkušnjo, je z zmogljivejšim internetom in naprednejšo strojno opremo uporabnikov postal brezpredmeten. Internet že zaradi svoje interaktivne narave ponuja veliko boljše doživetje.

Če je število prikazov določenega oglasa dobro merilo njegove učinkovitosti, je to šele osnovni podatek, s katerim se tržnik loteva video oglaševanja. Google se je letos lotil ambicioznega projekta podjetja prepričati, da je spletno oglaševanje enako ali celo učinkovitejše od tradicionalnega televizijskega spota. Primerjali so 30-sekundne TV-oglase na treh različnih platformah. Izkazalo se je, da so se vsi enako odrezali, videi, vključeni v spletne strani, pa celo za boljše, ko gre za vplivanje na nakupne namene potrošnikov. Zato velja, da velik doseg, možnosti ciljanja in merljivost spletnih oglaševalskih kampanj presega pomanjkljivosti televizijskih oglasov, pri tem pa ne zanemarja njihovih prednosti. Z združitvijo najboljšega iz obeh svetov smo vsekakor utirjeni na pravi poti.

Spletno oglaševanje, s svojo sposobnostjo pritegniti pozornost uporabnika ter ponuditi metriko oglaševalcem in prilagodljivost medijem, ima potencial, da za vse sodelujoče v oglaševalski verigi postane nekaj veliko bolj zanimivega kot katerikoli medij pred njim.

V Sloveniji video oglaševanje napreduje podobno kot drugod, nekateri smo vanj verjeli od samega začetka in tako v razvoj intenzivno vlagali zadnjih pet let. Rezultati so odlični, saj smo prepričali tudi najzahtevnejše oglaševalce, izvedene akcije pa kažejo, da je bila naša vizija pravilna.

Nov medij z novim modelom

Vseeno bo treba premagati nekaj ovir, saj uporabniki spleta postajajo vse bolj previdni in zato nadzirajo svoje medijske izkušnje. Tega se morajo najbolj zavedati oglaševalci, katerim je prihodnost na internetu zagotovljena samo, če bodo znali ponuditi relevantne rešitve, ki jih bodo uporabniki imeli pod nadzorom. Spletni video oglasi, narejeni po vzoru televizijskih oglasov, torej niso najbolj primerni.

Daleč najuspešnejše spletne oglaševalske akcije so namreč, za marsikoga presenetljivo, tiste, ki so bile narejene izključno za aktivne internetne uporabnike, kot je in-text video oglaševanje. Google je z oglaševanjem s ključnimi besedami v iskalnikih napravil ogromen posel, ki mu menda prinaša 99 odstotkov prihodkov. IAB je spomladi objavil smernice video oglaševanja, med tremi osnovnimi video formati pa se je znašel tudi in-text. Prav ta je po svoji zasnovi trenutno najbolj prilagodljiv uporabnikom in razumljiv naročnikom, saj temelji na ključnih besedah, ki jih prinašajo relevantne vsebine, s tem pa daje oglaševalcem široke možnosti izbire, medijem pa možnost ovrednotiti vsebine. Naslednji korak v industriji bo vedenjsko ciljanje, saj ta oblika ciljanja ni omejena z vsebinami temveč temelji na predhodno zabeleženih vedenjskih vzorcih uporabnikov spletnih medijev.

Pričakovana rast je povsem realna

Spletno oglaševanje ima veter v jadrih kot že dolgo ne. Kljub recesiji, ki je povzročila upad sredstev za oglaševanje po vsem svetu, se v internetu to ne pozna. Recesija zahteva optimizacijo medijskih sredstev, internet pa ob pravilni uporabi prinaša za isti denar boljše razmerje med vložkom in iztržkom kot drugi mediji. Poleg neverjetne lastnosti, da si hitreje opomore kot katerakoli druga oblika oglaševanja, beleži tudi stalno rast.

V ZDA so izračunali, da naj bi prihodnje leto deset odstotkov celotnega oglaševalskega proračuna porabili za spletno oglaševanje, to pa naj bi preseglo 30 milijard dolarjev. Do leta 2012 zato pričakujejo, da bo tovrstno oglaševanje doseglo tretjino celotnega oglaševalskega kolača v ZDA. Na svetovni ravni to po raziskavi Kelsey Groupa pomeni 147 milijard dolarjev na račun interaktivnega oglaševanja. Po podatkih IDC-ja je spletno oglaševanje v drugem četrtletju letošnjega leta doseglo 20,1-odstotno rast ali 7,01 milijarde dolarjev. Napoved za tretje četrtletje pa je 22-odstotna rast.

Ljudje v stroki smo si enotni, da je učinkovito spletno oglaševanje pristno, privlačno in otipljivo. Video oglaševanje je svojevrsten medij, zato mora biti avtentično in informativno, da ne razočara. Hkrati pa mora s svojo vsebino ustvariti zaupanje. To zahteva trud tako nas, specializiranih ponudnikov spletnih medijskih in tehnoloških rešitev, kot tudi oglaševalcev in medijev, ki moramo zadovoljiti svoje stranke tako na eni kot na drugi strani spleta.

Pa še nekaj. Spletno video oglaševanje odpira nove poslovne priložnosti, saj se vanj podajajo mala in srednje velika podjetja, ki si dragega TV-oglaševanja še zamisliti niso mogla, tu pa vidijo svojo priložnost. Poleg tega se odpira povsem nov trg malim produkcijskim studiem, v katerih sedi internetna generacija, ki najbolje razume, kaj je dobra spletna video vsebina. Evolucija se torej nadaljuje.

Simon Cetin, direktor, Iprom d.o.o.[:][:en][:sl][:]

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