Mobile Video Play Rate Boosted by 200X to 3000X – KRAKEN Release – Case Study

Problem:

Video is the largest and fastest growing segment in online marketing. Unfortunately the first impression to a consumer of those videos is more than likely a static image and there isn’t a simple way to programmatically adjust based on audience intelligence. This problem is leaving billions on the table with un-played videos and lost engagement due to the lack of compelling starting visuals.

Baglan

Baglan Nurhan Rhymes , SVP of Revenue – AnchorFree

“In a highly competitive Ad Tech space, where videos drive the lion share of revenues, InfiniGraph’s technology, Kraken, is the first real breakthrough we have seen in many years.

I can see Kraken being implemented by digital broadcast networks, publishers, ad networks and video player platforms in the very near future. Early adopters will turbo charge their video ad revenues on desktop and mobile. ”

Initial Results:

Our beta customers: Disney, Paramount, Microsoft and AnchorFree have experienced between 10% to 3000% lifts in click-through and play rates on their video content using InfiniGraph’s patented Kraken technology..Mobile Video Play Rate Boost AnchorFree

Example –  AnchorFree before and after on “50 Shades of Grey”:

  • 200%+ boost in play rate
  • 10X increase in private viewing sales

InfiniGraph’s machine learning technology, achieves scale by producing the highest possible response to mobile video based on audience behavior.

Learning algorithms matter:

Mobile Video Birdman AnchorFreeImproving mobile video play rates is more of a science as seen in the second example on AnchorFree running “Birdman”.  Is your video “Thumb Stopping” when a consumer scrolls through their feed?  In the case of Birdman, the results were amazing.

Overall video play rates grew by:

  • 3000%+ boost in play rate
  • 2.6% peek click through rate

 

Mobile Video Performance Birdman KRAKEN Machine LearningSolution:

The Kraken machine learning system is continuously analyzing the video and user interactions at every content distribution endpoint, over many sequences. This decision making is done almost in real-time.

Value:

Mobile Video Machine LearningInfiniGraph’s mission is to help video content owners, publishers, and agencies deliver the most relevant video experience. This helps boost video starts, video completion rates, and increases page visit depth by eliminating creative burn and waste. This translates into higher revenues for the existing content through higher video starts, higher VCRs, and higher brand engagement.

Our clients, who have implemented proprietary “video click-through / play rate enhancement technology called “Kraken”,  have experienced upwards of 3000% lift in content plays.
As an Advertising,  Content Mobile Video Machine Learning Whats KRAKENProducer,  or  Brand Management Professional you know that video creates the greatest impact to your online marketing.  The challenge and measurement of success continues to be execution of “play-rates” and “video completion rates” .

Want to see more or run your own test? Contact Us

 

Mobile Native Video Interstellar 14X Hyper Play Rate Jump

Jim Calhoun, COO SocialMoms

Jim Calhoun, COO SocialMoms

We’re seeing the highest engagement levels for our customers using InfiniGraph’s native content

Paramount’s Interstellar uses mobile native video and distributed native advertising units to hyper jump their play rates by 14X. Mobile video is exploding and brands are leveraging advanced methods of distribution outside of the old school static native ads we are seeing today. We are now in the age of intelligence, machine learning, and responsive design.  Why can’t this intelligence be applied to mobile native video? Learn how to hyper drive your own mobile native video – signup, request a demo, and see how intelligence is applied.
Sign UP for Mobile Native Video

Above is an example of such intelligence integrated within the mobile native advertising unit for on and off domain content amplification. The mobile video leverages “deep linking” to launch video on a smartphone creating a seamless consumer experience. The content inside the native unit is dynamically updated based on consumer actions which increases overall engagement rates and exposure.

The Takeaway:

  • 50% play rate boost
  • Maximize content marketing spend
  • Mobile first content rendering
  • Intelligent content distribution
Rich Media CTR example

Doubleclick data showing industry averages of 0.06 to 0.18 vs .84 for mobile native more on benchmark on rich media

Most brands are sitting on tons of great content. This content is usually stuck in silos and doesn’t have a simple way of tracking with the consumer across other media sources, such as a websites/blogs (owned), and other paid mediums. Ad re-targeting is extremely effective; however a major issue is visual ad fatigue. The consumer sees the same media over and over, eventually reducing effectiveness. The Industry benchmarks on rich media content averages around .06% to .10% CTR compared to native ads which perform much higher. With new intelligent data techniques harnessing machine learning, these technologies are pushing engagement rates up to 50% improvement. 

Interstellar200

Interstellar Mobile Native Video

Content Marketing has truly taken on a new life and the quality of content within videos has leaped to extraordinary levels.  As more publishers and brands are seeking to control the content on their site, white label native ad platforms will continue to take hold.

Native unit for Interstellar launching the mobile native video

Native unit for Interstellar launching the mobile native video

The example on the left demonstrates what an embedded native unit looks like when deployed over a publisher network or brand website. The code behind these units is designed with a mobile first strategy, assuring optimal rendering on mobile. InfiniGraph sources content from the existing Interstellar movie published content, scores the content and transforms it into intelligent mobile native units. What’s unique about this approach is the consumer actions on content are tracked and the brands content inventory is managed per individual unit to maximize content marketing spend. eye-120803Keeping content fresh is a major factor in reducing image fatigue, repetitiveness, and inactive engagement. The human brain can process images in 13 milliseconds, how fast your visuals resonate with your consumer is key to amplifying brand content on domain as well as enhancing off domain engagement. The same mobile native unit can be deployed over other 3rd party native networks, ad networks, programmatic exchanges, and on the brands domain simultaneously.

Apply some intelligence in your mobile native video – signup, request a demo and see how intelligence is applied.
Sign UP for Mobile Native Video

Native Content Amplification Achieves 16.5 Percent CTR

Val Kuncheff at DGDG

Val Kuncheff Del Grande Dealer Group eCommerce / Digital Marketing Director

Content amplification is a must have for any brand looking to maximize their content assets and increase their content effectiveness. DGDG is the largest automotive dealership in the San Francisco bay area with 13 locations representing 14 auto brands. “With InfiniGraph’s native content amplification we increased our content exposure over our websites boosting greater time on site” - Val Kuncheff Del Grande Dealer Group eCommerce / Digital Marketing Director

The challenge
DGDG wanted to increase their customer time on site and achieve greater interaction with their content. Each of DGDG’s dealerships are creating outbound content yet there wasn’t a central area to discover all of the content unless you found each new post on each individual site manually. They also needed a way to cross promote their content in real-time based on the most engaged content greatly increasing their total content exposure. Would you like to see how they launched their native content amplification? Registration is free.

DGDG Native Amplification Content HUB

DGDG, the largest family owned automotive group serving the entire San Francisco Bay Area. Click through to see Native content amplification over all dealerships in action.

The solution
Leveraging InfiniGraph’s real-time native advertising solution they were provided with content recommendation and content amplification over all of the DGDG sites. All content is analyzed to obtain a Trend score based on engagement which is then packaged within a native insertion unit used to visually surface their trending content. DGDG placed these units in strategic areas on their site.

The results
DGDG was able to achieve:

  • 16.5% CTR back to the site’s content
  • 100% increase of time on site
  • 60% decrease in bounce rates

Consumers are most engaged when they are given engaging content. This sounds intuitive yet most brands have static text, dead visuals, and bland thank you pages after a customer performs some action.

These actions include:

  • simple email opt-in
  • filling out a form
  • requesting a meeting
  • making a purchase, etc.
DGDG Native Content Insertion thank you page.   Smart use of tending content to bring customer back into a website.

DGDG Native Content Insertion thank you page. Smart use of tending content to bring customers back into a website.

DGDG did it right and directed all entries and requests back to highly interactive, native content insertion pages with amazing trending visuals achieving 16.5% CTR back into their site.  Every location has its own native content amplification HUB providing their customers with quick access to the latest automotive trends. DGDG took advantage of this turn key native content experience providing ongoing and consistent real-time content recommendations.

DGDG Mobile Native HUB

Mobile optimized native insertion on DGDG mobile content. Screen shots from an iPhone 5s. All actions regardless of web or mobile created a slick user experience.  Above is the mobile rendering of DGDG trending content.

Would you like to see how to launch your very own native content amplification? Registration is free.

 

High Cardio Content Marketing in Health, Wellness and Fitness Industry

The medical and fitness industries today are lagging in their commitment to social media, however, there are some clear winners. As a result, doctors, medical device manufacturers, medical institutions, and medical companies are missing out on a major source of potential clients. InfiniGraph had the unique opportunity to work with Marketo to publish “The State of Content Marketing & Social Medial in the Medical & Fitness Industry” 

Marketo The State of Content Marketing and Social Media in the Medical and Fitness Industry

Download the free eBook on what the Medical and Fitness Industry are doing in content marketing and what’s working in their industries.

Access the data, insights and analysis behind the eBook here:
Medical Institutions
B2B Medical 
Fitness Industry

So why have these industries been slowly adapting to today’s main source of communication?  When it comes to participation in social media, some of the concerns for medical professionals and institutions are:

  • Fear that social media may compromise patient or client privacy and security
  • Challenges in creating a secure monitoring system to prevent employees or outsiders from abusing social media, which could potentially lead to charges of malpractice
  • Challenges in producing factually accurate content to positively impact the image and reputation of their brand

These are legitimate concerns, but the many benefits to using social media far outweigh the risks. First and foremost, using social media is an obvious way to generate word-of-mouth advertising. In addition, social media makes keeping in touch with past clients and networking with new ones extremely convenient. Quick communication between businesses and consumers is especially helpful for pharmaceutical companies, medical supply companies, and other medical business. There is no faster way to spread information.

Doctors On Google Glass

Marketers in these industries are being challenged, however, by limited budgets, limited staff, and an enormous customer base that is hungry for information. In this eBook, we will address the critical questions you need answers to:

  • What is engagement?
  • What is relevant content?
  • Who are the top industry performers and how are they generating success?

PART ONE: THE STEPS TO UNDERSTANDING ENGAGEMENT

WHY IS COMMUNICATION THE KEY?

Medical companies need to get online educational information out to their consumers before social conversations can begin. According to recent surveys, patients seem to be more than ready to participate.

Consumer Data Analysis Medical

Consumers are willing to communicate with the medical industry through online resources. Image: Health Direction

  • A survey of 1,060 U.S. adults by the PwC Health Research Institute found that 1/3 of respondents are attracted toward social media platforms as places for discussions of healthcare. Patients’ attraction to these online communities has prompted many healthcare organizations to reshape their social media strategy, from one focused on marketing to one that is part of an overall business strategy. By integrating social media with their entire strategy, companies can engage patients, address concerns, and even provide medical services in an attempt to reduce the costs of providing care.
  • According to a survey by the Journal of Internet Medical Research, 60% of adults surveyed used the Internet to find medical information. However, less than 15% actually used social media to discuss health concerns with their peers.

2012 Fitness and Technology Survey

Image and Survey by Life and Fitness

WHAT IS ENGAGING, RELEVANT, and QUALITY CONTENT?

The rise of Twitter, Facebook, YouTube, Google+, and other social media platforms have generated an overflow of data and information. Marketers within the health and fitness industries must understand that the role of engagement with your online audience has greatly increased in importance. But what does engagement look like?

Brand Content Marketing Hub Social engagement includes interactions through tweets, comments, shares, clicks, and traffic to pages. Other industries have quickly learned that brands who engage online with customers, drive online conversations, or who appeal online to consumer passions win valuable opportunities. To gain the competitive advantage, you need to drive and influence the conversation by being the authority in your industry.    Read more depth and insights and download the free eBook.

Your turn, tell us how consumer engagement has impacted your content creation process and how you’re leveraging data to drive your content marketing strategy.

MUST Download! our latest eBooks  “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing”  read how 30 marketers are measuring engagement and using insights to drive better content marketing!  AND A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page eBook written by Brian Carter and 25 other thought leaders today.

Brand Managers Guide to Content Marketing

Whats-engagement-how-data-driven-marketers-are-crushing-content-marketing

 

 

 

 

 

 

 

 

 

25 Most "Content" Engaged Brands on Twitter: A Study by @DrNatalie

Wondering what brands are the most engaged on Twitter – this New York Times Top 25 Most Engaged Brandsarticle explores that? We did too. I began the study by looking at the brands who had the most Twitter followers. We took a list of 100 of those brands and using the InfiniGraph.com platform, we added those brands into system which did the big data crunching. Mashable has a ton of articles on how social networks like Twitter are trying new things to increase engagement. Here’s a recap article about the study and the engagement of brands on Forbes.

Get Your Copy Today!



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There’s certainly lots of definitions of engagement. Here’s a great article by Jay Baer who interviewed David Armano on how brands need to create a iterative strategy around engagement- micro-interactions & incremental customer experience victories. The LA Times has many articles on how brands are using social media and networking. Jon Swartz writes about the abundance of platforms for customers to engage on, hinting that perhaps more is not the answer. Maybe really understanding what engagement means is a beginning. In this case, the InfiniGraph Engagement Platform looked at Twitter engagement as measured by RT’s, clicks and @ replies.

Study of the 25 Most Engaged Brands on Twitter on Mashable which provides a very nice overview of the study’s results. The results of the study are in this report found here:
Here’s the of the top 25 most engaged brands on Twitter:

1. Notebook of Love 2. Disneywords 3. ESPN 4. Funny Facts 5. PlayStation 6. Disney 7. Chelsea Football Club 8. BBC Breaking News 9. NASA 10. CNN Breaking News 11. Instagram 12. YouTube 13. Facebook 14. NBA 15. Arsenal16. The Onion17. Disney Pixar 18. FunnyorDie.com 19. CNN 20. National Geographic 21. UNICEF 22. Dropbox 23. MTV 24. WWE 25. Chanel
Content Engagement best brands on Twitter top 25 most followed

Here’s more details on how the study was conducted:

1. We looked at the brands with the most Twitter followers and created a list of 100 of the most followed brands for the month of February 2013

2. We used InfiniGraph.com to crunch all the “BIG” Data in this report

3. See the Engagement Analysis and Platform powered by InfiniGraph

4. The 100 brands with the most followers were put into the InfiniGraph Platform for the time period of 02/2013 to 03/2013

5. The InfiniGraph Platform took the information about each brand and gathered the data you see in this report:

• The volume of posts

• The level of engagement

• The content that is shared by each brand

• What days / times during the day it is shared and

• Compares and ranks it

6. Then the InfiniGraph system creates the graphs you see in this report.

Wondering how your brand’s engagement compares to your competitors?

You can find out by following these steps:

  • Search on your own brand at: http://smo.infinigraph.com
  • Or click on the industry analysis on the right
  • If your brand is not in the system, request that it’s added
  • Then select the brands you want to compare to your brand and run the report in InfiniGraph
  • Study the results of the comparison
  • Compare how much you post vs the level of engagement
  • Study the other brand’s engagement capabilities and tactics
  • And make changes to your strategy and tactics

The study was commission by Nestivity and Evolve Capital. And in full disclosure, InfiniGraph is a client of mine. And I am proud to be on InfiniGraph’s Advisory Board.

Study by @DrNatalie & InfiniGraph.com

How Meality achieved 2000% fan growth and 3% CTR increase with Big Data Combined with Facebook Ads and Intelligence Content Strategy [Video + Slides]

troy_allen_pic-packshot“InfiniGraph drove 2000% growth for us. But their most powerful capability has been identifying fashion trends. Being able to surface what’s hot before it happens? That’s given us a real competitive advantage.”
- Troy Allen, Marketing Director, Me-Ality

Enjoy the video and slides, and then find out what content is trending in your industry and how you can use that content to achieve what Me-Ality did. Check out our industry specific competitive reports here. And here are the latest insights in the fashion niche.
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How Big Data Increased TCBY’s Social Engagement By 398%

We presented this in our first webinar on Nov 7th. Here’s the first portion of the video where Jason discusses how TCBY achieved these results:

Register on InfiniGraph and start learning what BIG DATA we have on your brand, and how we can help you boost your social media engagement, reach and conversions.

Here are all the slides, including two other webinar sections:

Click over to our site and check out the free Industry Pages for a comparison of the best and worst performing brands in 40 niches.

Content Marketing and Engagement Insights UPMC

In this week’s episode of “Future of Engagement,” Murray Newlands interviews Ian Karnell, president of digital-experience designer Buzzhoney, on ways the company creates Facebook content engagement for clients. Karnell discusses the importance of analyzing levels of engagement and monitoring competitors and how they used a social media monitoring tool to assist them. In this video, you can learn how to increase your Facebook page’s reach and keep content engaging.

  • Buzzhoney monitored competitors’ pages to find out what drove engagement with the use of social media monitoring. It’s an advantage to check out pages of others in your field. You can find out what works and what doesn’t for engaging users. Look at the number of comments and “likes.” Once you know what is appealing to customers, you can decide what to post on your page. This way, your content will be what people want and respond to.
  • There are many ways you can keep users engaged on your page. One way is to have a call to action. Content posts that have calls to action tend to engage users more than fan pages. Calls to action can state, “Click here” for a coupon or link to a related website. They can also say, “Suggest us to a friend,” to engage beyond page visitors. This can assist in expanding your network and reaching more fans. Having an engaging feature such as a call to action can increase your fan page’s popularity.
  • Measuring the level of people’s engagement with content can benefit how you use social media. Karnell and his team used a social media monitoring tool called InfiniGraph, which assisted them in finding the most engaging posts that their audience liked. You spend less time going through each competitor’s page and analyzing it by having a program that collects information for you. Once users are on your page, keep them engaged and coming back for more. Investing in tool such as InfiniGraph or Alerti can give you solid results on social data that you can use to your advantage. You can take a lead on competitors and get more responses on your social sites. Watch the video below and get insightful tips from the way Karnell and Buzzhoney handled a client’s request.

Ian Karnell – President of Buzzhoney talks with Murray Newlands about The Future of Engagement and how they analyze competitors to develop a strong content marketing strategy.

Murray Newlands:   Hello I’m Murray Newlands welcome to another episode of “The Future of Engagement”.  I’m here with Ian President of Buzzhoney, Ian what do you guys do?

Ian Karnell: Buzzyhoney is an interest graph marketing firm based in Pittsburgh Pennsylvania,

Murray Newlands:   And, how do you work with brands and content strategies to really drive ROI

Ian Karnell: Recently we completed an engagement.  Which is a large healthcare network based in Pittsburgh PA, so they have many different hospitals within their healthcare network.  They reached out to us to engage us on a strategy to help them understand competitively how they were leveraging content to drive engagement with their customers’ vs. their competitors.    They were simply looking can they optimize that engagement through identifying better content sources that are trending and potentially uncover opportunities to curate content that’s meaningful to their customers

Murray Newlands:   And, what tools were you using to do this?

Ian Karnell: InfiniGraph, I mean InfiniGraph was  the only tool to do this, we looked a couple of different tool sets and none of them gave us the breadth and depth of insights we needed very quickly and relatively inexpensive for the value we got back in return.  These are priceless insights  and there was really no other channel that we would get that type of data to be able to get that type of insights.

Ah-Ha Moments:

  • Buzzhoney monitored competitors’ pages to find out what drove engagement with the use of social media monitoring. It’s an advantage to check out pages of others in your field. You can find out what works and what doesn’t for engaging users. Look at the number of comments and “likes.” Once you know what is appealing to customers, you can decide what to post on your page. This way, your content will be what people want and respond to.
  • There are many ways you can keep users engaged on your page. One way is to have a call to action. Content posts that have calls to action tend to engage users more than fan pages. Calls to action can state, “Click here” for a coupon or link to a related website. They can also say, “Suggest us to a friend,” to engage beyond page visitors. This can assist in expanding your network and reaching more fans. Having an engaging feature such as a call to action can increase your fan page’s popularity.
  • Measuring the level of people’s engagement with content can benefit how you use social media. Karnell and his team used a content marketing and competitive intelligence tool called InfiniGraph, which assisted them in finding the most engaging posts that their audience liked. You spend less time going through each competitor’s page and analyzing it by having a program that collects information for you. Once users are on your page, keep them engaged and coming back for more. Investing in tool such as InfiniGraph can give you solid results on social data that you can use to your advantage. You can take a lead on competitors and get more responses on your social sites. Watch the video above and get insightful tips from the way Karnell and Buzzhoney handled a client’s request.

Also, see example Competitive Brand Intelligence http://bit.ly/ContentSmart here.

How L’Oreal Tracks the Consumer Path to Purchase

All of the consumer data available in the online universe has revealed the consumer path to purchase which, rather than a linear sales funnel, is often a long and winding road. At this year’s OMMA Social in New York, Jason Yau showed how L’Oreal’s Professional Products Division (PPD) is using InfiniGraph on their Redken and Pureology brands and leveraging content to steer the social team structure, strategy, and approach.

“Social media isn’t a fad, it’s a culture shift” – Gary Vaynerchuk


L’Oreal knows that there is an ongoing conversation happening around their brands 24/7.

They use 4 tenets on their social properties

  • Create conversation
  • Intercept
  • Monitor
  • Curate

One of the biggest challenges that organizations face today in social media is “social capacity”.   Social capacity is the degree to which a brand can effectively engage in social discovery, strategy, and management.   All this is used by the brands to curate and steer an audience in a positive direction.

New Consumer Path to Purchase
Going beyond the traditional sales funnel, there is a new path to purchase.  Understanding the consumer’s path to purchase requires following them through 4 touch points.  At L’Oreal, the product consideration phase is serious because the consumer is discovering something new or making a connection.    People spend a lot of time in the consideration phase engaging their stylist, media sources and their friends moving them from being  interested to a desire to try the product “evaluation”.

Image

The extensive evaluation process is one of L’Oreal’s key focus points since people are searching for pier to pier recommendations, prompting them to buy.  Evaluation is a very collaborative process and also involves more content discovery.   The buy side is not the end of the cycle, it’s only the beginning.   The next stage is creating brand advocates that have an emotional connection.   A carefully nurtured evangelist is required to spread out the target brand’s DNA to the salons and the consumers.    Using an authentic tone and voice will perpetuate the organic reach and referrals that can last a lifetime.

Here is the Professional Products Division’s Social Marketing Task Force vision statement: “In two years, social strategies will be integrated across all owned, earned and paid Professional Products Division marketing programs to engage the salon community and influencing consumers to visit salons and build brand loyalty among all our customers.”

Maximize Your Social Capacity
How does a brand maximize their social capacity? By first understanding their strategy of engagement and what they mean to the consumer.   A brand must have a clear understanding of what is happening in their industry, what content is working, and be able to answer the “What and Why” before they  can create content marketing plans and truly have an understanding of the audience’s willingness to engage.
The problem is bridging the gap between content and customer service. It is very critical but without clear strategy and understanding of the consumer passion points you’re just guessing.   At the Professional Products Division group, L’Oreal has a 20 person team as part of their “Content Factory” building great content and they clearly understand that “Content is King”.   Using this fact, the team strives to create innovation out of the box with social angled content measuring what works and is being continuously altered.

Reach Fans With The Right Content At The Right Time
All brands should have a content calendar and scheduling capabilities.  How does this work?   Each month the Professional Products Division has a clear plan on product marketing and cause marketing. Monthly they change their theme.    Every department knows that social engagement is at the heart of the plan.    They have to think “social by design”, which is  a term coined by Facebook. This means that the audience actually cares and will share.   For L’Oreal, this is a corporate wide shift in everything they do, with social at the heart of their initiatives.

As content is king,  using InfiniGraph’s latest release 2.7 and Hypercuration™ L’Oreal is looking at the Redken and Pureology fan bases to hone in on their interests and analyze what content types and sources are achieving the highest resonance.   Highly relevant content is then segmented, filtered, and pushed in real time to the L’Oreal content factory.    Those resonating, editorial content items are then socially re-angled and pushed out, providing an internal streamlined process that continuously builds more discovery of highly relevant and engaging content.

See all the slides here.

How Big Data Increased TCBY’s Social Engagement By 398%

We presented this in our first webinar on Nov 7th. Here’s the first portion of the video where Jason discusses how TCBY achieved these results:

Register on InfiniGraph and start learning what BIG DATA we have on your brand, and how we can help you boost your social media engagement, reach and conversions.

Here are all the slides, including two other webinar sections:

Click over to our site and check out the free Industry Pages for a comparison of the best and worst performing brands in 40 niches.