New Medium, New Rules

In a recent Facebook blog, Mark Rabkin, the VP of Core Ads at Facebookdiscussed everyone’s favourite media platform: smartphones. He mentions in the article that just as televisions were not just a modern version of the radio, smartphones are not just tiny televisions. TV was revolutionary because it gave every household a screen, smartphones give every person a screen, on their person, at all times.

This constant access to content means that advertisers have to create attention-grabbing, thumb-stopping content in order to capture and hold the small amount of attention consumers have. In fact, Facebook studied the Facebook activity of 537 participants as they watched the season premiere of a popular TV show. They found that during every commercial break, their Facebook activity rose.

Participant's activity on Facebook rose during comercial break
Rabkin, M. (2017, June, 8). New Medium, New Rules: Video Advertising in the Mobile Age

When it comes to advertising, Facebook clearly knows what they’re doing. Here are the best practices of some of Facebook’s top advertisers: Nestle, AirBnb, and Ubisoft.

Build brand new, short-form, mobile creative 

Whether it’s a carousel ad or a video ad, it has to be unique, designed for mobile, and reward people’s attention. Mark also suggests using mobile to echo the organic content people already like to consume.

Re-organize to test and measure ads on a weekly cycle, not every 6 months

You need to test and build quality creative on short notice. As Mark mentioned in the article, “mobile is evolving too quickly for a traditional, fragmented approach to work well”.  Having your creative and measurement streamlined with one provider is a great way to do that. Someone at the dealership might not have the time to whip up new creative on-demand but we have an entire team of experts that can take care of everything for you.

Don’t try to equate disparate platforms

Every mobile format has a different demographic with different expectations and behaviours, so it’s important that you design your creative based on the platform it is going to be viewed on. Mark explained this well when he said:

“a guaranteed 10 second ad break requires different creative than a video in a feed that may be seen for 6 seconds by the average person, but for 30 seconds by 10% of the audience. Facebook isn’t YouTube, YouTube isn’t Search, Search isn’t Snapchat“.

Measure results, not seconds 

It’s easy to get caught up in the amount of views or clicks. But remember, everything should revolve around your business goals and your bottom line. It can be tough to remember these kinds of campaigns take time to begin to generate results, but that’s why it is important to measure, track, and optimize. Traditional media seemed easier to advertise on because there really was no way of knowing how it was performing. Maybe a thousand people converted on your newspaper ad, maybe no one did, there is no way to know for certain.

Mark summed this up nicely by saying:

“it’s crucial to measure business value and results on a per-creative, per-platform, per-audience basis. An advertiser’s ability to measure the right things properly will be the biggest predictor of their mobile advertising success”.

If you would like to learn more about running kick ass mobile campaigns, drop us a line today!

Social Advertising in a Mobile First World

mobile devicesThe mobile consumer experience is rapidly changing. Consumers are checking their favorite social media platforms on their smartphones when they wake up, and before they go to bed. At this point, it is no secret that your business needs to be reaching customers on social media. How does your business stand out from the other content your customers are consuming daily? The optimal consumer experience consists of three things: using the power of videos, content consumption, and the quality of engagement.

Videos are becoming an important form of expression and communication over social media. Gone are the days of long statuses or posts to express yourself. Individuals are now sharing short videos to convey a message. However, most people don’t want to hear what you have to say, they want to view it. To get your customer’s attention, make sure the message of your video can be expressed without sound. Use text or subtitles in your video to get the customer to focus on your ad for a few seconds.

“Thumb stopping” content is one of those buzzwords everyone is using. But how do you create content that will stop people from scrolling?

Two women sitting in a bar and staring at mobile phones - Girls watching a video online on portable device

People recognize pictures more than they recognize a wall of text. You may provide the best description of your business possible, but if you are not utilizing photos, or using very dull photos, no one is going to recognize your brand in the future. You need to also consider the age of your target demographic. Younger people tend to scroll through their feeds quickly, whereas older individuals tend to take their time. You should use interesting graphics to capture a younger audience, and consider using quality photos to keep an older audience interested in your post.

The quality of engagement on social media is no match to other platforms. Individuals are more attentive and more positive to their experiences on mobile versus other platforms such as television. Even though smartphone screens are smaller than a flat screen TV, individuals are more focused to the content on their phones due to less distractions around them.

It’s time to revamp your social media strategy and Strathcom Media can help! Reach out to our sales team today to get started.

Google’s Canadian YouTube Ads Leaderboard

YouTube Canada

We have been hearing (and speaking) a lot about video lately – and so has Google. If you are thinking about creating your own videos and need some inspiration, Google has recently shared their Top 10 Canadian YouTube Ads Leaderboard for month of September.

And for more information about creating quality videos, check out these 10 YouTube fundamentals!

The Voice of YouTube

Unless you’ve been living under a rock, you know that YouTube is a video-sharing website growing in popularity since it was founded in 2005. But do you know just how influential this website is becoming?

In 2014, the University of Southern California conducted a survey among 13-18 year-olds in the United States. The teens were asked to rate the influence English-speaking YouTube stars and “traditional celebrities” had on them. The top 5 places on the list were taken by YouTube stars. In 2015, they conducted the survey again and this time, YouTubers took the top 6 places; they were ranked even higher than some of the most influential celebrities like Bruno Mars and Taylor Swift. Yes, T-Swift.

There is another interesting phenomenon among YouTubers: they all seem to have the same voice. Julie Beck wrote an article about this in December for The Atlantic. The article describes how Julie began noticing certain commonalities between the way YouTubers enunciate and pronounce their words. She lists several examples of YouTubers that speak in this “bouncy” way, including Tyler Oakley, Franchesca Ramsey and Hannah Hart. Julie decided to investigate; she spoke with a linguist named Naomi Baron who not only agreed with her, but also actually explained the components of what she calls the “YouTube voice:”

  1. Overstressed vowels
  • Ehxample
  1. Sneaky extra vowels
  • This example is tericky
  1. Long vowels
  • Exaaample
  1. Long consonants
  • Exammmple
  1. Aspiration
  • Exampuhle

Additional techniques used by YouTubers include changing their speaking pace, moving their head and hands, raising and lowering their eyebrows, and even opening their mouth more.

This is not only an effective way to keep an audience, it’s also a popular way of speaking. Naomi Baron says, “Things become stylish. That happens with language all the time.” Hosts of TV Newscasts and satires, such as Jon Stewart and Stephen Colbert, can also be found speaking this way.

iStock_000009025139_Medium

YouTube did not invent this way of speaking, however. Another linguist named Mark Liberman calls it the “intellectual Used-Car Salesman voice” or the “talking to the audience voice.” The example he gave was of a carnival barker shouting to people passing by to attract them to their carnival booth. Since they had only their voice and their words, they had to make what they were saying as enticing as possible. This principle also applies to YouTubers and salespeople that perhaps have only themselves and a camera, or themselves and a car.

Speaking with this voice is common, whether a person is making a sales presentation, selling a car or talking to a camera. There’s a reason it’s becoming more and more popular: it works. Just ask some of these YouTube stars’ millions of viewers:

Name YouTube Channel # of Subscribers (approximate)
Felix Kjellberg PewDiePie 40 million
Ian Hecox & Anthony Padilla Smosh 22 million
Benny & Rafi Fine Fine Brothers 14 million
Olajide Olatunji KSI 11 million
Lindsay Stirling Lindsay Stirling 7 million

These young stars are also making a lot of money with their YouTube channels; Felix Kjellberg earned about $10 million last year, for example. So what could these videos possibly be about, you ask? Certainly, it is not only their voice and speech mannerisms which earn them this kind of fame, right? Well, Felix’s videos, for example, consist of his commentary on videogames he plays. To see what other famous YouTube celebrities are doing, you will just have to watch for yourself.

The Top 10 Youtube Ads of 2015

Google has spoken and revealed to us its YouTube Ads Leaderboard list, ranking the most-viewed commercials posted in 2015, and really, these ads are must-watches, so let’s check them out together!

Mobile-game developer Supercell reigns supreme, with two spots on the list: Boom Beach and Clash of Clans both place in the top four videos. The Clash of Clans video, taking the number one spot, ran on the Super Bowl and starred a vengeful Liam Neeson as AngryNeeson52.

But it’s not just videogames and mindlessness that made its way into the list; the Ad Council’s “Love Has No Labels” and Always’ “Like a Girl” campaign placed too, offering more socially-relevant, emotional messages. And do you like social experiments? Because a fascinating one about domestic violence made the list too.

Strathcom also really liked the number two showing: Hyundai’s “Message to Space”, where an astronaut’s daughter sends a message to her father in space. A dozen Hyundais drive across sand to form a message she wrote that’s actually visible from space. See it for yourself below with the rest of the top 10 videos!

The head of Global Advertiser Marketing at YouTube, Kate Stanford, offered some insight for marketers, emphasizing how mobile video is becoming bigger than desktop video, and that video placement can help tremendously with customer engagement and making a sale. Anyways, let’s check out the videos!

10. Budweiser: “Lost Dog”

https://www.youtube.com/watch?feature=player_embedded&v=xAsjRRMMg_Q

9. Fanpage.it: “Slap Her”

8. Samsung: Galaxy S6 and S6 Edge Official Intro

https://www.youtube.com/watch?feature=player_embedded&v=CnYtWWDor2s

7. Durex: #Connect

6. Always: #LikeAGirl – Unstoppable

5. Adidas: Unfollow feat. Leo Messi

4. Boom Beach: Speech

3. The Ad Council: Love has no Labels

2. Hyundai: A Message to Space

1. Clash of Clans: Revenge

[VIDEO] Responsive Web Design, or: How You Learned to Stop Worrying and Love Strathcom

In our latest video submission, Strathcom’s own David Lam explains why your auto dealership website needs to be featured on our Responsive Web Design platform.

What is a Responsive Website? It’s a platform that optimizes your website’s content for any and all possible display mediums and operating systems.

It doesn’t matter whether your customers are using

  • Smartphones
  • Tablets
  • Laptops
  • Old desktop PCs
  • Or TV monitors

Your website will be automatically formatted to best display and run your dealer’s vehicle photos, content, and interactive apps. The days of designing a separate desktop and mobile website are long gone!

Strathcom’s Responsive Website Platform will save you money and improve the browsing experience for your clients, no matter their mobile device. Care to see our handsome and talented Web Department Technical Lead clarify the details? Here’s the clip!