Making More Donuts

Being a publisher is a tough gig these days.   It’s become a complex world for even the most sophisticated companies.  And the curve balls keep coming.  Consider just a few of the challenges that face your average publisher today:

  • Ad blocking.
  • Viewability and measurement.
  • Decreasing display rates married with audience migration to mobile with even lower CPMs.
  • Maturing traffic growth on O&O sites.
  • Pressure to build an audience on social platforms including adding headcount to do so (Snapchat) without any certainty that it will be sufficiently monetizable.
  • The sad realization that native ads—last year’s savior!–are inefficient to produce, difficult to scale and are not easily renewable with advertising partners.  

The list goes on…

The Challenge

Of course, the biggest opportunity—and challenge–for publishers is video.  Nothing shows more promise for publishers from both a user engagement and business perspective than (mobile) video. It’s a simple formula.  When users watch more video on a publisher’s site, they are, by definition, more engaged.  More video engagement drives better “time spent’ numbers and, of course,  higher CPMs.    

But the barrier to entry is high, particularly for legacy print publishers. They struggle to convert readers to viewers because creating a consistently high volume of quality video content is expensive and not necessarily a part of their core DNA.  Don’t get me InfiniGraph Video Machine Learning Challenge Opportunitywrong.  They are certainly creating compelling video, but they have not yet been able to produce it at enough scale to satisfy their audiences.  At the other end of the spectrum, video-centric publishers like TV networks that live and breathe video run out of inventory on a continuous basis.   

The combined result of publishers’ challenge of keeping up with the consumer demand for quality video is a collective dearth of quality video supply in the market.  To put it in culinary terms, premium publishers would sell more donuts if they could, but they just can’t bake enough to satisfy the demand.  

So how can you make more donuts?
Trust and empower the user! 

InfiniGraph Video Machine Learning Donuts

Rise of  Artificial Intelligence

The majority of the buzz at CES this year was about Artificial Intelligence and Machine Learning.  The potential for Amazon’s Alexa to enhance the home experience was the shining example of this.  In speaking with several seasoned media executives about the AI/machine learning phenomenon, however, I heard a common refrain:  “The stuff is cool, but I’m not seeing any real applications for my business yet.”  Everyone is pining to figure out a way to unlock user preferences through machine learning in practical ways that they can scale and monetize for their businesses.  It is truly the new Holy Grail.

The Solution

That’s why we at InfiniGraph are so excited about our product KRAKEN.  KRAKEN has an immediate and profound impact on video publishing.  KRAKEN lets users curate the thumbnails publishers serve and optimizes towards user preference through machine learning in real time. The result?:  KRAKEN increases click-to-play rates by 30% on average resulting in the corresponding additional inventory and revenues.     

It is a revolutionary application of machine learning that, in execution, makes a one-InfiniGraph Video Machine Learning Brain Machineway, dictatorial publishing style an instant relic. With KRAKEN, the users literally collaborate with the publisher on what images they find most engaging.  KRAKEN actually helps you, the publisher, become more responsive to your audience. It’s a better experience and outcome for everyone.  

The Future…Now!

In a world of cool gadgets and futuristic musings, KRAKEN works today in tangible and measurable ways to improve your engagement with your audience.  Most importantly, KRAKEN accomplishes this with your current video assets. No disruptive change to your publishing flow. No need to add resources to create more video. Just a machine learning tool that maximizes your video footprint.  

In essence, you don’t need to make more donuts.  You simply get to serve more of them to your audience.  And, KRAKEN does that for you!

 

For more information about InfiniGraph, you can contact me at tom.morrissy@infinigraph.com or read my last blog post  AdTech? Think “User Tech” For a Better Video Experience

 

5 Hypnotic Mobile Native Video Advertising Methods

Mobile native video advertising has transformed content marketing via native advertising world in a big way. Brand are clamoring to get their video storytelling in high gear as others have jumped on the bandwagon long ago. Today we’re undergoing a forced feeding of video on Facebook with their Foie Gras auto play strategy and every post in our feed has videos popping up. (Original post on SEJ)

No wonder controversy has peaked with talks of YouTube being second fiddle and the emphasis of video on the other big social platforms. This video hypnosis strategy is being perpetuated by brands as static visual display gives way to 30 frames a second story telling. The mobile consumer has put in motion an explosion of new tools, data insights, and techniques that brands must embrace to be competitive. There’s no question video is not only killing it for the brands but every person is a video content author now. This is changing the way content is being created, shared, and consumed.

In a previous post, 5 ways to weaponize your mobile content marketing via native advertising, I addressed the channels and solutions brands must consider to scale their content marketing. Recently, major bets have been placed, such as Yahoo acquiring BrightRoll for $640MM and Fox acquiring TrueX for $200MM, making the importance of mobile video to the ad machines clear. Mobile, video, and native advertising are top priorities, according to top ad executives. Consumers have an insatiable appetite to consume mobile video, as described in 5 Electrifying content marketing methods via native advertising. Now, the stage is set for mobile video and native advertising to erupt in the digital ad landscape.

Here are a Few Points Bolstering Mobile Native Video

Disney Planes Mobile Native Video

iPhone simulator screen shot of mobile native video of Disney Plans Fire & Rescue. Photo/ Screen shot 12/05/2014 www.mamiverse.com

  • Native advertising hyper growth: From 2013 we have had a 29% growth with eMarketer projecting $3.1 billion in spend. Publishers are holding the fort, like Forbes and LinkedIN Pulse with their mobile app.
  • The mobile platform is ripe: Smartphones are fueling this mobile video growth, powered by higher bandwidth on wireless networks, broader wi-fi access, incredible processing power, monster memory, high-definition screens, HD cameras, and killer optics. There are also a plethora of video editing apps making it easy to create and deploy high quality video on the spot and distribute it with just a click.
  • Longer-form video is desirable: Consumers are shifting to rich experiences with greater tolerance to video advertisements. Greater than 20 minute video content grew 86% year over year and shorts from less than five minutes all the way to 20 min clicks experiences a 22% growth reported by FreeWheel.

We have now entered the trifecta of mobile, video, and native advertising, creating a great opportunity for new mobile native video delivery mechanisms that would work well in the confines of editorial content and optimized over many form factors. As this popularity builds for mobile native video, the brands and content creators who streamline delivery will ultimately win.

Advertisers obviously value a richer and immersive storytelling experience. As more publishers and brands move to native, they are shifting from short pre-rolls to longer form content. Facebook has fully capitalized on this movement with 53% of its revenue from its mobile advertising and recently released a Premium Video Ads product. There is lots of news and quotes from experts around the move of content consumption on mobile. Here we highlight a sample set from a recent campaign running mobile native video ads:

The consumer is hungry for great content. The right placement of mobile native video makes a formidable strategy. In the Disney Planes case study, mobile native video produced 70% higher CTR over the desktop native unit of 26%. With 66% mobile users being more likely to interact with a video than those on a desktop demonstrate why there is some much talk on mobile first strategy . Consumers are highly trained now (like a Pavlovian dog) thanks to the many video apps and video enabled feeds.

Mobile vs desktop comparison running mobile native video. Mobile had a 66 present increase in engagement. Photo created for post Chase McMichael

Mobile vs desktop comparison running mobile native video. Mobile had a 66 present increase in engagement. Photo created for post Chase McMichael

When a video ad appears prompting interaction, consumers are more likely to participate due to the reward of great content. This drives the higher share volumes we see on experience based content. These results are very encouraging for brands developing cross-screen campaigns.

Trends in Video Ads on Top Brands

Analyzing thousands of brands and their video posting behavior along with consumer interaction creates unparalleled insights as to what brands need to do, and the level they must play at to be in the game of mobile native video.

Top 25 brands share ratio to post

Top 25 brands and media companies with high video posts to share ratio. Photo: Created by Chase McMichael

Here, we compare top brands and the volume of video they are creating along with the engagement on those videos. Don’t assume video plays is the best measurement of video effectiveness. Brands are looking for full consumption and engagement resulting from the content. The ratio of shares per post has been found to be a great measurement of comparing a brand’s consistency and quality factors.

The share per post ratio over the past year shows Fox News, PetFlow, and BBC News lead the way along with traditional video based TV news properties dominating the social video landscape. Where Women Get It Free is head to head with NBA! Those media outlets engineered to naturally produce video content will continue to see an increase in their dominance.

Top 25 brands like ratio to post

Top 25 brands and media companies video posts to like ratio. The top share ratio brands don’t match with the top likes ratio brands. Content that achieves high shares is most valuable. Photo: Created by Chase McMichael

There are challenges at the moment with video chicanery such as autoplay and paying for plays that skew the real numbers, however, people commenting, liking, and sharing video provides hard attribution to go from. Be careful on plays, there are so many services out there that will get you PLAYS for cash, like the old days of buying friends and followers, but it’s hard to fake shares and authentic comments. Unfortunately, we’re seeing ad fraud in the billions and that’s coming to mobile native video. Facebook autoplay still playing an ad when hidden under the fold will not build confidence.

What’s it going to take to be in the top mobile video advertising game? If your brand is among one of the industries we have analyzed, the bar has been set very high.

The chart above provides a view into the amount of content required (video posts) and the reach / share levels of engagement required. The main takeaway question is does your CMO or CEO know the commitment level to be a top player in video?

Translating Big TV Spend to Mobile

Recent deal such as Target and Best Buy with True[x] clearly shows marketers are moving media spend from banners to the native ads. The data don’t lie with the response on native over social networks and other publishers preferring in context rich media, video, and visuals as part of the ad experience.

Interstellar Native Unit

Example of native mobile video optimized to support responsive design. Screenshot 11/23/2014 www.socialmoms.com

Likes on video is not the same action as sharing to your friends. Consumers willing to stamp their name on something with greater emotion tend to share or comment. That is why these tend to be the best hard attributions besides click to purchase. The WWE, UFC, MLB, and NBA skew towards male users where Women Get It Free, PetFlow, Prez Hilton, and The Voice skew female. It’s well know that females share more, and the data on video proves that to be true.

There has been a great deal of hullabaloo and hype about how Facebook has passed up YouTube, and how Yahoo is overtaking Twitter in mobile ads. Some have claimed it’s all lies. The reality is, consumers are sharing video in a big way. In fact, as the data has shown, there are more shares than likes on videos.

Video Usage Analysis on Mobile Native Video Advertising

Here are five ways brands can leverage these 2015 trends that will define high performance content marketing efforts and help brands get a jump on their mobile native video advertising strategy.

Agile Marketing and Real-Time Tool Explosion

The smart brands have created newsrooms and command centers, driving content creation to the next level with full on video production. Data will be a driving factor to the competitive advantage. Knowing what consumers engage with and what they click on is a gold mine. Many technologies enable you to understand your competitive content landscape.

Mobile First

Over the last four years, we have seen a steady increase in mobile activity due to native apps and responsive web content. 2014 was truly a breakout year with many experiencing as high as 60% and 70% shift to mobile. In 2015, brands must focus on useful mobile experiences for content and commerce. With 66% increase in CTR over desktop, it’s easy to see why the ROI justification on mobile is simple. Think of what works best for mobile and where your consumers are consuming your content. Content designers must realizing that not all consumer are in front of a TV. What are you looking to achieve on mobile and is the video designed for the mobile experience?

Mobile Video and Social will Demand TV Budgets

Mobile, social and video are the hottest trends and will commandeer big spends as the quality and complexity of story telling continues to rise. The consumer is mobile and the experience has to shift to the medium where they are at making the challenge of the creative fit the form factor.

Engagement and Viewablity Videos Views

Marketers are increasingly being pushed for verifiable results over the simple view or play. Viewability is now a must-have for brands to be assured their content is being seen and engaged with. Next year, it will be all about video engagement. We’re quickly moving beyond YouTube and seeking out customers in their native environments.

Optimizing Video Ads for Device and Thumbnails

Marketers would be wise to customize ads for each device, because those type of ads drive the best results. This is back up by data we see and also by a study from video advertising firm Innovid, which analyzed video ads over Crackle’s network consumer base. The study combined pre-roll and interactive video ads across auto, retail, CPG, entertainment, and travel for one-year period on desktop, mobile, and iPad. Optimized ads can deliver a six times increase in engagement, seven times boost in click-throughs, and a 25% rise in completion rates, the study reported. The thumbnail image is one of the most critical images because it is the first image consumers see. Studies show optimizing the thumbnail image can increase CTR’s from 5 to 30%.

A new startup called Neon coming out of Carnegie Mellon University is using advanced video analysis techniques to determine what thumbnail or text in combination would yield higher CTR. Working with IGN results have even gone as high as 59% increase on highly customized thumbnails based on cognitive sciences. Overall, brands will see the best results when an ad is optimized for the screen and the thumbnails are well crafted. Brands must prepare for the multi modal customer and engineer for omnichannel to stay in this high stakes poker game.

Facebook Disruption

Facebook now how Premium video along with the auto play and pushing video over all other post their drive for dominance is self evident if you’re on Facebook. For Facebook this was always in the plan to debase YouTube video dominance. Morgan Stanley projects Facebook video ads could to be worth $1 billion this year and rocketing to $5.5 billion by 2019.  And now Facebook is creating a YouTube like experience going head to head with the more static non social YouTube. We could be witnessing a move over old school video channels.

Viewability and attention as the key measurements now over just clicks are views.  Brands what to know is their ads being engaged with. Google recently announced 56.1 percent of ads on the internet are not view-able.  See infographic too.  A revolution like the editorial content mixing with ads “native” is now happening with with video where rich media meets polished ad copy all engineered as entertainment. As mobile native video takes hold there will be a best in class native ad structure. The melding of native ad content and video will give rise to a more interactive experience customer want to watch, willing to share and engage on.

Your Next Big Move

Over the last three years growth in brand mobile videos has skyrocket with 73% from 2013 and sees to top over $4.4 billion in 2018, and mobile video ads will grow almost 5X faster than desktop. We will see a migration of desktop ads to mobile, which is a no brainier. And mobile video is just add water for advertisers’ video ad assets created for larger screens.

The number of videos does not extrapolate to overall levels of engagement however. It’s easy to see the growth of top brands and their acceleration will continue as long as consumers keep consuming. Democratization the video creation and dissemination process has lowered the barrier for any size brand to enter and establish a video footing.

Facebook Mobile Ads Are Brands’ Best Bet for Holiday Shopping Season -With the holiday shopping season fast approaching, new research from advertising technology company Spongecell indicated  mobile ads are the way to go. Loading video is now as easy as taking a picture. If a picture is worth a 1000 words with 30 frames a second and audio to boot makes 1,000,000 words or so, Right? Video Selfies funding demonstrates even VC’s are ready to capitalize on the fastest-growing sector of mobile advertising and is attracting big brands looking to leverage their heavy television media buys.

We’re quickly moving past the 15 and 30 second to full-length creative content streams. Mobile ad spend is growing rapidly, but brands who invest in mobile-ready solutions now will win. By getting ahead of the trend, brands will be able to understand, experiment with, and become market leaders in mobile advertising.

Tell us in the comments how your integrating video into your content marketing and what’s working.

5 Electrifying content marketing methods via native advertising [Webinar]

static-electricity-hair-stand-on-end1All brands must have content amplification, both mobile and native advertising, in their content marketing arsenal. Beyond the hype, native advertising is one method showing great success at scale and it’s here to stay. Regardless of how amazing your content is or who created it, if you don’t have a clear amplification and execution plan in place, getting above the noise is near impossible. In this webinar we’ll dive into the 5 ways to electrify your content marketing, using data and reviewing effective native advertising methods. Brands have to wake up and focus their content to achieve higher engagement throughout the consumer’s path to purchase or risk losing TOP OF MIND to competitors that are capturing greater market share.

What am I going to get out of this?thinking-web-pic

  • Learn how to amplify your content all the time.
  • On and off domain content amplification.
  • What’s native advertising? Scale in context.
  • How to mobilize your content marketing.

Are you reaching your customer? 4 Barriers to consider:

1. We’re in a content deluge.

ContentandMediaSurplus

We’re in an era where the volume of content creation and dissemination is at an all time high with no signs of stopping. The old saying “drinking from a fire hydrant” is an understatement. The sheer volume from so many channels is creating a media surplus. This mountain of consumer engagement insight is where lots of the buzz comes from regarding big data. The brands that harness this data will dominate pure and simple. Content is omnipresent. There are no shortages of devices either. Everyone is a content creator, which adds to the noise.

AttentionDefficetDisorder2. There is an attention deficit.

Your customers are very distracted and most are multitasking over many apps and receiving content notifications frequently. Both on and off domain distractions complicate your ability to increase time with your customers. Consumers are mobile and vying for their attention in this digital ADD world pushes some brands to extreme content marketing. Brands must stay relevant and create compelling, share worthy content at a clip like never before or risk becoming irrelevant.

TunnelVisionRequired3. Tunnel vision is a requirement.

Consumers are looking for or engaging on specific content and brands must have some tunnel vision too. People can barely consume, much less comprehend, 285 pieces of content in a day. Multitasking and multiple devices is a cultural norm requiring a higher degree of content stickiness. We only want to consume content relevant to us at a very specific moment in time. Tunnel vision helps us do that.

CustomerJourneyUnpredictable4. The customer journey is unpredictable.

It’s complicated to say the least. Consumers are being influenced and the path to purchase is based on many online and offline factors. Most of us embark on an open-ended purchase path and our content consumption patterns change daily.

The above was inspired by a Michael Brito slideshare.

The $110 Billion Big Problem

Brands spent $110 Billion on Content Marketing in the last 3 years, yet the interactions by consumers on that content is low. Content is stuck in silos across the web / mobile / social / blog channels and lacks context over all consumer touch points.  Is your content disconnected?

Above is a great example of a top content creator’s precipitous decline in social engagement. Disney continues an exponential increase in it’s content creation and post rate as seen in the graph above, however, the two graphs on the right prove engagement   has leveled off and that social shares have declined over the past 3 years. The data demonstrates consumers haven’t stopped engaging but there are so many other avenues to choose from. What’s exciting is that all this content and the data from social channels sets up a data bonanza for the brands to harness.

Interest Graph Actions on Content

Data on your customer content and consumer behavior is not a nice to have but a must have for any modern digital marketing effort. You must have a clear understanding of your audience and what’s relevant to them or your marketing message will fall flat. Consumers have many interest graphs across many networks today. For marketing automation and personalization, graph data is paramount for relevant content personalization.

The_GraphBetter engagement through better content marketing insights is the focus. Brands have to look across their paid, owned and earned channels and understand the underlying interest graph of interconnections.  Anyone of these channels can go viral. The facts are most all content now has a social share function integrated with delivery or as part of the content itself. Hard actions on content can now be measured vs. social mentions or the amount of views/traffic a property obtains. Using engagement performance and applying scores on content now enables content marketers to benchmark over many sites/channels within the same content category. What’s unique? All content has gone social enabling interest graphs to be created on your customers. This data provides deep insights into what’s resonating and shared based on type, source and brand identity.

Integrated Content Experience

Brands require an innovative approach when creating and distributing their visual content, especially on mobile. Pinterest style layouts are proven to be highly effective in increasing consumer engagement and discovery. Smart brands are combining these vector scaling adaptive layouts and harnessing the consumer behavior to their advantage. By surfacing real-IntegratedContentExperencetime trends to induce higher engagement wherever the consumer is, targeting and personalization are no longer nice to haves but the key to customer retention and conversion.

Different brands and businesses have different content needs and preferred methods of engagement. Identifying your content mojo is a big part of an amplification strategy.  Brands with clear understanding of how their prospects, customers, and advocates interact across these media elements have an opportunity to retain or gain market share.

Here are the three:

  • EARNED MEDIA – Media relations, Influencer engagement , Word-of-mouth
  • SHARED MEDIA  - Social media channel strategy, Community management, Social content creation
  • OWNED MEDIA – Brand website/newsroom , Campaign microsite , Mobile apps

OmniChannelSlideWe’re now in an omni-channel world and have to look at the customer in a new way over all brand touch points. Using omni-channel retailing while working with the “Connected Consumer“, all shopping channels work from the same database of products, prices, promotions, etc. Instead of perceiving a variety of touch-points as part of the same brand, omni-channel retailers let consumers experience the brand, not a channel within a brand. Merchandise and promotions are not channel specific, but rather consistent across all retail channels.

ContentSlide

Content

If you want to be in the game you must have GREAT content – to start with – not a product promotion but a real story around client success.  The best content is that being created and re-purposed over many channels over and over.  Be realistic on the volume of content you need to create.  Insights on what your industry is creating and the volume to stay relevant is readily available over every industry.  Don’t complicate you content marketing creation process there are ample examples of what’s effective and what consumers are willing to share.

The content marketing cycle.
ContentMarketingCircleSlideEvery part of your content marketing cycle has great importance.  For this post we’ll focus on the promotion side of content marketing. A big step is defining your objectives and data you want to obtain ongoing.  Not just reporting but a plan of action over each promotional channel. Next, must have a rock solid monitoring strategy and a plan to use the data to drive your decision process.  Without these you’re just guessing and wasting time.

5 Ways to Amplify Your Content Marketing & What’s Native Advertising

EbookSlide1. Amplification Comes From Who You’re Working with

We found partnering on the eBooks creation process to be highly effective for thought leadership, lead generation and very lucrative. Who is part of your content and the quality are critical factors. Here are a few eBooks we created with top content marketers.

All our eBooks have blog posts associated with them as well as paid amplification program. Beyond our co authors tweets and reach, we leveraged native ads and found them to be highly effective in reaching our intended audience.  eBook also provided us with big rock content we used to repackaged and amplified over many channels.  For more on this topic get Jason Miller’s “Welcome to the Funnel” he is the god on content re-purposing and big rock content. 

NotNativeJustPaidPlacement2. Amplification – Paid Placement

Paid content amplification is a must have to reach a broader audience. Content jammed at the bottom of publications is one method of expanding reach -  but people call this type of amplification “recommendation” like Outbrain, Yahoo, Taboola, Gravity etc.

It’s a lower cost method to push content on top publications, however, the performance is on par with standard ad hole insertion or less. This type of content amplification  doesn’t constitute in context content marketing, however, some publishers have seen successful cross promoting content and others have not using these method.

NativeAdvertisingSldieWhat’s Native Advertising and Types of Native Ads?
What ever you call it “sponsored content,” “advertorial,”  “promoted post” or “branded content” native advertising is here to stay.  In a recent post we highlighted the fusion of content marketing and native advertising describing the native advertising matrix consists of;

  • Effective contextual advertising,
  • Branded content,
  • Advertorial and
  • Sponsored Text.Here we break them down into their visual components.

TextNativeTextSlide

Google was the first to introduce native at scale with the insertion of text ad in the search stream. Now text ad can be found on most publications. For publishers looking to get some montization and Google AdSence like placement this method will be around for some time.

SponsoredNativeSponsoredSlide

Sponsored or advertorial content is the most expensive to deploy and time consuming. Many brands have achieved success with this type of native advertising, however, for smaller brands this native method is cost prohibited. Smaller brands can achieve sponsored content like the “In Post” method below.

In StreamNativeInStreamSlide

In Stream or promoted post is the most popular form of native advertising, unfortunately, most is out of context and doesn’t enhance the consumer experience vs just clogging up one’s feed. On mobile you’re forced to interface with this type of in feed sponsored content hence why mobile video and in stream ads obtain some of the highest CTRs in the business.

In PostNativeInPostSlide

This is the newest form of Native advertising whereby the native unit is in context to the content around it. Native ads done well create a more reliable experience for the consumer than an obtrusive, in-stream ad that isn’t in context. Brands are seeing higher CTR (1 to 3%) on both desktop and mobile due to relevance. A great example is a publisher creating content on the latest refreshment ideas for summer with a Starbucks native ad unit about their latest refreshments, changing in real-time.

The in context native ad provides value to the content around it and it is an overall better experience.  No wonder these real-time native advertising units get more engagement. Content amplification doesn’t have to be hard just smart.  For more depth on native advertising see our latest post on SEJ.

3. Amplification – OwnedSephora2XGreaterEngagement

On domain visual content marketing is very effective. You have a captive audience on your website or mobile application, however many brands fail to surface the right content throughout the consumer engagement path.
Here DGDG, a large automotive dealership in the bay area, powers their thank you pages and main content HUBs from their 14 auto brands top content. DGDG Content HUBMost brand’s thank you pages, purchase exit pages, etc. are dead and they are missing a big opportunity to re-engage with their customers with fresh content and Close the Social Loop. You have their attention so put your best foot forwards.

Brands require an innovative approach to the way they display visual content and accessibility especially on mobile extending the discovery process and site stickiness. Pinterest style layouts are proven visual interfaces to increase consumer engagement and share rates. Smart brands are combining data intelligence and visual content based on consumer behavior to their advantage surfacing real-time trends to induce higher engagement wherever the consumer is at.

4. Native – Amplification

PrincessNativeInContext2Many publishers create sponsored content for brands, however, this type of publishing can be expensive.  The unique element on the right created by SocialMoms was including a real-time native ad for Princess Cruises.  The unit is leveraging trending content from Princess and distributed in a native unit over the SocialMom’s network. Content is created as part of the native unit to increase greater context.   Princess Cruises native units achieve 20X great CTR than industry averages due to dynamic images based on consumer data and smart placement.

MobileIsLackingOnMostBrands5. Mobile Mobile Mobile

Mobile content display is lacking on most brands and the use of data on consumers to create a better user experience is almost non existent.  A great example is the mobile interface on Disney.  Here we have a static layout, content change is infrequent vs user engagement driving content changes based on trends or past behavior used in an Instagram layout structure. Brands that integrate Infinite scrolling, simple sharing and adaptive interface increase time on site.

InfiniGraph’s vector scaling and adaptive content design for any content type provides flexibility to content published by the brands in a robust mobile interface. You followers are coming to you site on mobile devices especially if your amplifying content over native networks like Facebook etc.  Here are a few tip to consider when developing a strong mobile strategy.

Customer Experience ImagesmPut the user first

  • Observe what users are trying to accomplish.
  • Derive patterns from their behavior.
  • Create the content Features (infinite scrolling, swiping, touching) that they do on other apps.

 

SimplicityRocksFocus on simplicity

  • Both design and user experience are critical.
  • Smaller screens require simplicity is crucial.
  • Remove everything superfluous from the UI.
  • Only show elements to the best advantage.

Context-is-kingsmContext is king:

  • Mobile is personal.
  • Devices keep getting smarter.
  • Information can be personalized.
  • Content is delivered to the right user at the right time and place.

 

Want to download the slides?  Tell us what you think, what content marketing and amplification techniques are working for you.

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.

 

10 Types Of Content We All Crave: Content Marketer’s Essential Guide

We now live in an attention economy, where it’s harder and harder to get the attention of multitasking multi-device consumers. More and more companies are acting like publishers, creating killer content and using techniques like native advertising / Content Recommendation to garner further engagement. That’s how they get attention and mindshare. More and more marketers are curious about what kind of content people love. Some of the answers are here.

We originally posted 21 types of content people crave. These were seen by more than 675K people, generating 110 comments and 520 shares. Our summary top 10 graphic was seen by yet more. Based on the feedback we got, and our own research using InfiniGraph, we narrowed it down to what we think are the 10 most important. Let’s explore what those are and how you can use them in this blog post.


Original graphic came from Scott Aughtmon (@rampbusinesses)http://www.RecessionSolution.com posted on ContentMarketingInstitute.com

1. Reveal Secrets

I’m going to tell you a secret. Just kidding. See how that works? We pay attention. No one wants to be uninformed, or at a disadvantage from a lack of knowledge. InfiniGraph is in the business of telling secrets about social media to CMO’s. There are content pieces, themes, and strategies already working, either in your niche or another- if you only knew what it was. Contact us and we’ll let InfiniGraph tell you some secrets.

2. Remind Us That Dreams Can Come True

Life is tough. Sometimes it’s great. Sometimes it sucks. We are fueled by our goals and our dreams. People love your Facebook page if it helps them believe in and achieve their dreams- whether that’s riding a mountain bike in the desert, or achieving financial freedom with their own business, or just enjoying good times with their friends. Every company has customers and all of those customers have individual and shared dreams. Tap into people’s dreams and drive them forward. Your products and services are just a means to the end. What’s the end?

3. David Defeats Goliath

Luke Skywalker. Hunger Games. Ender’s Game. The American Revolution. Ghandi. Martin Luther King Jr. They all are empowering stories because the little guy can win sometimes. And hope is a very powerful fuel that most of could use a bit more of.

4. Remind Us That We Matter

Everyone can’t be the President or Tom Cruise. Everyone is important. Sometimes we forget that. And how many problems could we solve if the disempowered were empowered and given a role? How much more could each of us do if we believed in ourselves and the part we play?

5. Confirm Our Assumptions (Tell Us We’re Right)

Nobody wants to be wrong. We want more and better information, but we also want confirmation that we haven’t been on the completely wrong track. That’s why it’s so powerful to tell someone that what they’re saying is valuable. Our emotions and pride get mixed up with out knowledge, so we feel more comfortable when people are confirming that at least some of our ideas are already right.

Is this at odds with #8? We’ll talk about that below.

6. Expose Unexpected Twists

Surprise! We love surprises. We love new information, new patterns, new revelations. In fact, one theory of humor is that we laugh when a comedian makes a new connection in your brain. Two things had never been connected before, and it’s hilarious how they now make sense together. Horror comes from the same place- surprise, but bad news, dangerous revelations- finding out that you aren’t as safe as you thought you were. Whether it’s comedy or tragedy, we love it.

Keep in mind that the best way to get someone to do something new is to scare them. Kinda like how if you don’t use InfiniGraph and your competitors do, you might lose mindshare and revenues. ;-) It’s true!

7. Tell Us A Story

The most popular forms of entertainment have always been stories. From the oral tradition of Homer’s Odyssey to Shakespeare to Hollywood, people crave stories. Stories scare, amuse and inspire us. They give us perspective. They help us live and work better. Or they just help us escape our own lives for awhile. Either way, they’re powerful attention grabbers, and while you have that attention, you can influence your listeners.

8. Challenge Our Assumptions (Tell Us We’re Wrong!)

Now you’re telling me I’m wrong? How dare you! Wait- at least you have my attention. The power of the contrarian is shocking people into wondering if they’ve been thinking about this all wrong. You can use it to grab attention, but then you’d better back it up. If you don’t, people will like you less for having fooled them. Even if you do have a valid and true contrarian point to make, end your content with some affirmation and make sure you’ve given people a way to deal with the new information constructively. Now you’ve created value- a type of value that differentiates you in the marketplace.

9. Inspire Us To Act

We’re always moving. Even when we sleep our minds are moving forward, exploring and acting. We want to go somewhere. We want you to help us get there. We don’t want to be depressed or stymied. Sometimes we’re stuck because we’re uninspired. Sometimes we don’t have the tools we need. Sometimes we stop believing we can get there. Whether it’s by inspiring, empowering, or leading, inspire your customers to act in a way that moves them toward their goals and dreams.

10. Make Us Laugh Or Smile

Who doesn’t want to be happy? Ok, depressed people don’t. But we want people to associate our brand with positive emotions. What’s more likely to get shared- things that make people feel good, that they can pass on to their friends and make them feel better? Or things that depress you? Who wants to share something like that? They say that fear gets people to try new things, but affirmation gets them to continue. So maybe your content is a mix of 10% alerting people to problems and 90% positive.

Then What?

You have to get attention and awareness before people can choose to buy from you. Having fans isn’t enough- because of Facebook’s newsfeed algorithm, you might not reach them all. Engaging content means visible content. And then if it’s persuasive, that means revenue. The same issue exists with Twitter- how many people actually see your tweets? Are they looking right now or doing something else? Clicks can be a better measure than followers. So learn the lessons of what kinds of content people crave, then make sure your content is also persuasive, and watch the cash register ring.

Start using InfiniGraph today to see brand insights, the brands your fans share, and the hottest content in your niche.