The CPM model that has valued consumer time is at such a low rate that people are being bombarded with ads all the time, resulting in the rise of ad blocking and people opting to pay a premium for ad-free experiences. – David Levy, co-founder and COO of digital video ad tech provider true[X]
One of the most important factors in the rise of Influencer Marketing is the proliferation of ads. Ads are everywhere. Online users are cookied by brands after simple searches to the point of exhaustion.
As a result, consumers are becoming more comfortable trusting their peers when it comes to product or service recommendations, necessitating the move away from traditional online advertising and the exploration of alternative approaches.
Because of these shifts, the metric of “impressions” is losing value. Viewer retention of ads as well as overall viewability are becoming more and more critical.
Per Infectious Media, 54% of advertising goes unseen. Marketers would never invest in digital campaigns where more than half of their target audience isn’t even exposed, right? Unfortunately, many brands are still focused on impressions rather than maximizing the quality and reach of their ads by segmenting their spend toward viewable ads.
When brands work with native video influencers, they’re able to incorporate their key messaging into the content itself rather than inundating viewers through other methods. Nevertheless, 53% of brands say they have difficulty measuring influencer marketing campaigns. But impressions and reach are just one type of Key Performance Indicator (KPI) brands can use to measure the results of their social media influencer activations. Other metrics like website hits, sales conversions, and brand recall are all important data points.
The key to launching successful campaigns is defining expectations at the outset. If the goal is to drive as many views on the creative assets as possible, impressions may be the best method to track success. If maximizing sales during the holiday season is the goal, providing each social media influencer with a unique Call-to-Action and discount code will enable quick and easy ROI analysis and mid-campaign “pulse checks.”
For more information about digital advertising and how to create, execute and measure a social media influencer campaign for your brand or agency, contact Trending Family today.
Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences. Social media platforms […]
The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]
Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]
Nearly a quarter century ago, Bill Gates declared, “Content is King.” As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]
Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement. Team2Moms shared a touching post with […]
1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]
STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months. Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]
Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!
Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.