As a child Arielle always saw the world as a mysterious place full of art, and adventure.  When only a small child her parents often took her and her two sisters to amusement parks.  She adored these parks so much, that she drew her own parks on paper, and would scan them to her computer. 

Little did she know this was the start of her career.

Arielle is a graduate of The Art Institute in Nashville, where she studied Interactive Media and Web Development and then moved back home to Memphis. After graduating, Arielle worked as an Instructional Designer for Service Masters.  Then spent the next four years at Thyssenkrupp Elevators where she was a Graphic Designer and became Leader of the Charity and Events Committee. Most recently, Arielle managed and completed the largest internal web coding and build-out in FedEx history.

She’s been in the church choir since she was a young girl and had participated in the National Church Youth Conference Pageants as a teenager. She is now a Church Counselor and a Pageant Coach and helps many youths find their talents and grow their confidence when it comes to performing in front of crowds of 300 or more. 

“I love working with the youth and letting them always know their voice always counts”, said Arielle.

Arielle loves art and design, but her three biggest passions are her faith, her family and singing.

“I’m the type of person who use to always want to find herself, until I decided that it was time to create myself instead.

Arielle will be a great addition to the A3 and M3 Family. Her duties will include managing the creative elements, web design, coding and final development of their new “Guaranteed ROI Advertising Apps”.

“Everyone at A3 is happy to welcome Arielle to our work family”, said Frank Gussoni, President of A3 & M3 Media. “Her personality and talents will be a perfect fit for us as we move into a new realm of advertising.”    

Marketers have a new challenge as streaming TV becomes more popular and as cord cutters break away from surfing guide channel menus. Keeping consumers engaged while surfing options of what to watch next has become the mighty new challenge advertisers and artificial intelligence developers face with updating app services like Hulu and Amazon Prime. Not only are audiences fragmented between mediums, but now marketers must keep up with a multi-tasking population not necessarily “zoning out” in front of the television set.

According to a 1Q19 Nielsen Total Audience report studying TV viewership habits – “Nearly a quarter (21%) say that if they can’t decide what to watch, they simply go do something else. 58% say that default to their favorite channels, and 44% scan through channels. Only a third say that they browse their SVOD content menus, and just 24% watch recommendations from a service’s guide or menu”. 

Streaming TV content has altered viewing habits by removing the traditional program channel guide cable services provide. Viewers are now forced to search apps for what they are in the mood to watch through different means or they must know exactly what they intend to watch when plopping down on the couch. When viewers can’t find something to catch their mood, they are abandoning the medium entirely and not keeping their butts in their seats.

Recommendation categories

Most streaming services are set up with an email account that creates a user profile. This allows companies to serve users email notifications regarding new content or relevant shows of interest based on past viewing habits. Many apps also have entire categories within the home menu citing ‘recommended shows’ based on a users’ history of shows watched. As some say, your email is your new social security number. It also links to reward accounts with stores you frequent. So, in essence your email can track you.

Some streaming services like Pluto, have a channel guide as their home screen, making it easier to transition for the traditional cable surfer to perusing the app. Streaming services will also continue growing new content, both in original shows and by adding to library choices, which should also improve engagement levels.

Where is the 21% going?

This is perhaps the toughest and most complex question. How can marketers figure out where the 21% of the TV viewership is going when they abandon the TV?

Are consumers asking Alexa something? Are they cleaning their house? Driving somewhere? Going to bed? Taking the dog for a walk? Some of these multi-tasking options marketers can reach, such as serving up commercials on smart speakers or out-of-home mediums. Other options will not be so easy. The trick is tracking real-time consumers. Location data is sold on consumers to advertisers and can give some insight as to where the TV viewer goes when leaving the couch. Take for example the Apple smartwatch.

Let’s say you sat down to watch Hulu, but went unsatisfied with show selection, so you go to Walmart instead. Walmart has beacon technology in their stores, that automatically connects to your smartphone GPS or smartwatch. Advertisers can utilize this technology and serve a coupon right to your phone or watch.

Beacons create a form of micro-communication between retailers and shoppers via mobile apps. 

Retailers who nail this strategy on the Apple Watch will be able to significantly improve customer engagement and generate new types of micro-messaging campaigns. 

For the first time, shoppers will not need to have their smartphones out to see location-based notifications since they will be sent directly to their wrists”. 

As marketers and app developers continue their quest in understanding where TV viewers are physically, how to better engage viewership, and track consumers physically, they may be able to not only keep more butts in the seats but also interact with people not watching TV.

Companies have been collecting your data for a long time, and they are using it quietly to create rating scores of consumer profiles. There are consumer profitability scores, job security scores, churn scores, fraud scores and even medication scores – which track how accurately you take your pills. All these rating measurements tell companies what kind of customer you are, what they can charge you, and even if they will honor a product return.

Walmart, Home Depot, and Verizon have been questioned about using secret surveillance scores but remain tight lipped.

As of June 2019, a consumer advocacy group submitted a plea to the Federal Trade Commission to stop secret surveillance scores.

“Those scores, according to the group, are generated based on data about consumers collected by “a shadowy group of privacy-busting firms that operate in dark recesses of the American marketplace.”

“This petition highlights a disturbing evolution in how consumers’ data is deployed against them,” leaders of the group “#Represent” write in a 38-page complaint to the FTC”. “Major American corporations, including online and retail businesses, employers and landlords are using Secret Surveillance Scores to charge some people higher prices for the same product than others, to provide some people with better customer services than others, to deny some consumers the right to purchase services or buy or return products while allowing others to do so and even to deny people housing and jobs,”

Scores Defined:

Consumer profitability score: Using factors like your income, one company sells a score which predicts how likely you will be to pay your debts. The higher your score, the more likely you are to be a “profitable” customer (and a target of marketers).

Churn score: Many companies, such as wireless carriers and cable companies, create scores that predict how likely you are to take your business to a competitor. Get deemed a flight risk, and you may be offered a better deal. On the flip side, get labeled a stable customer and you may end up paying higher rates.

Job security score: One company sells a score that uses employment and unemployment data, economic trends and forecasts to predict the probability that you will lose your job, and as a result is not able to pay your bills.

Medication adherence score: Do you always follow your doctor’s orders? Or do you skip a pill here and there? One firm sells a score that predicts the likelihood you will follow a prescription plan, based on factors ranging from age to home ownership, that is designed to let pharmacies and insurers know when a patient is at risk and needs a medication reminder.

As long as the score does not use your own protected health information, it would not be protected by privacy laws.

Fraud scores: Widely used by retailers, credit card issuers and other companies, fraud scores indicate whether a consumer may be posing as someone else or attempting to perpetuate a fraud of some sort.

Custom scores: Some retailers create their own custom scores using sophisticated analysis of their massive databases of customer purchases and demographic information. The most famous example: Target’s pregnancy predictor score, which used a consumer’s shopping history to predict that she was pregnant even before she had told family members.

Law enforcement scores: A variety of government scores are used for safety, anti-terrorism and other law enforcement purposes, but very little is known about how this information is used, the report stated.

These practices are deceptive and consumers at the very least, should be fully informed on companies utilizing internal rating systems and understand how a score is formulated. Unfortunately, that is easier said, than done.

Big brands are seeking out smaller sized agencies to tackle their toughest projects.

Here’s why ….

Big agencies have a history of not being able to keep top talent. Why? Smaller agencies have more interesting, hearty projects to sink their teeth into. Too many parts of the creative and media process in large shops are mundane and “cookie cutter-like”, meaning the same theories and strategies are used over and over. This is boring for highly talented employees. “Big agencies have a breadth of experience and are a great place to resource a brand’s strategic or creative needs — it’s an efficient one-stop shop,” said Lynne Bartron, VP of advertising and strategy at LifeLock. “But those same agencies often can’t go deep into a category or vertical.”  

Small agencies have a level of expertise in their niche. They have honed skills at what they specialize in and can offer clients top talent with skills that zero in on a particular problem.

Smaller agencies generate passion, thereby creating competition”
“I think a lot of times when dealing with the big agencies, there are things that get in the way of just doing the best work. I think with a small agency the focus is on the work. There’s a level of passion and, at times, a level of competitiveness, especially when you’re in a situation where you’re competing against or working with large agencies that small agencies bring to the table that clients really love.”
—Ahmad Islam, CEO and managing partner, Ten35

Smaller agencies have niche expertise”
“I think you can find agencies with an expertise that you might not, might be difficult to find at a large agency.”
—Erica Fite, co-founder and creative director, Fancy

Big brands are getting smarter everyday about the need for a steady stream of smart, unique perspectives into thinking,” said Jim Cuene, president of GoKart Labs, a 50-person digital innovation consultancy. “Some brands hire smaller agencies just to get new thinking and new energy into the mix.”

Big agency execs keep the profits and pay employees bupkiss.

Let’s face it, college is financially burdening, and graduates need to pay off loans. The starting salary in Manhattan for an entry level advertising position is $35,000/year. Starting at such a rock bottom price tag means the climb up the ladder is too long for a fast-tracked college graduate. Other careers pay more and move you faster up the ladder.

“And money provides little incentive: Last year, the average salary for entry-level employees at agencies was about $35,500, according to the 4A’s, an industry trade group. About 25 percent of the industry makes less than $50,400 a year”.

The large holding companies are notoriously known to replace seasoned, expensive staff, usually in their 50’s, with younger, cheaper talent. It’s a lot like Hollywood, chewed up and spit out by the time you are ‘old’. But now, college graduates can’t afford to be ‘cheap’. They refuse to pay their dues further than they already have by achieving a bachelor’s or master’s degree. They no longer can afford to settle and start at the bottom as an intern. They want to get paid their worth and they are leaving Madison Avenue agencies in droves.

Where are they going? Client side. Before the holding companies took off, back in the 60’s and 70’s it was reversed, agency side work paid more than client side. The holding companies changed that by slashing profit margins and with top executives keeping the bulk of profits. The lower end employees are over-worked and under paid. 

“The biggest threat — and one of the biggest things that we talk a lot about — is not only attracting but retaining young talent because there are so many more options,” said David Droga, the creative chairman and founder of the agency Droga5. “We’ve lost people to Facebook. We’ve lost people to Google; we’ve lost people to Apple.”

Small agencies are more nimble

Small agencies have less red tape and can move projects along faster, have happier employees and closer client relationships. Small shops are known to employ staff that can wear many hats, and not support the ‘silo effect’ that is present is so many large agencies. A media buyer in a small shop can walk down the hall and work on a client presentation or send out traffic. That’s not the case in big shops, your title is your only job, which again can be boring and stagnant for creative talent.  

“Clients who want to move fast — and already have to deal with their own frustrating bureaucratic organizations — are looking for more nimble partners. They don’t want a partner that only doubles the amount of red tape they have to fight through on a daily basis”.

“We have worked with agencies of all sizes and what we have found is that smaller agencies tend to become part of your marketing team — they get ingrained in your company’s DNA,” said Abby Lee, VP of marketing at RE/MAX. They are more interested in your business and helping it evolve and grow than they are interested in using it as a vessel for awards and accolades. And yet they are the ones that have created the most compelling and effective creative we have seen.”

Smaller sized agencies also invest into training young talent respectfully.  Large agencies don’t typically offer structured training programs or have the time built into upper management workflow to train employees. Smaller agencies understand turnover does not yield smart overhead costs. A progressive agency will allow employees to seek out their area of interest and encourage growth in such.

Small agencies are better at keeping up on current trends and cutting-edge technology

Large shops have more people to convince. Along with the silo effect comes stagnancy. Technology and digital advancements are changing at warp speed. Keeping up with trends and aligning your agency business model with current trends is challenging, but even more so when you have 300 employees verses 30. Too add to this stress the large agencies bury staff in so much work they simply don’t have time to invest in exploring what’s new. Their capabilities become archaic and outdated.

Smaller agencies are more likely to move at the speed of the marketplace”
“I think we really like the ability for our smaller agencies to move quickly and move at the speed of the realities of the marketplace. And we really are attracted to that because we want to move at that same speed.”
—Andrea Brimmer, chief marketing and public relations officer, Ally Financial

Blockchain is making enormous strides in the US food industry and the legalized Canadian marijuana industry.

Walmart partners with IBM

Walmart has joined forces with IBM to implement Blockchain technology to trace all leafy green vegetables in Sam’s Clubs and Walmart stores by September 2019. Using this distributed ledger as an immutable audit trail could save billions of dollars wasted when food goes bad.

Instilling blockchain on tracing food from its original source to end user allows us to know exactly what leaf of lettuce or spoiled piece of meat made a person ill. This would prevent the waste of throwing out thousands of pounds of produce and prevent the disposal of millions of pounds of meat slaughtered for no reason. It will also prevent more consumers from becoming ill due to an increased reaction rate.

“Before moving the process to the blockchain, it typically took approximately 7 days to trace the source of food. With the blockchain, it’s been reduced to 2.2 seconds. That substantially reduces the likelihood that infected food will reach the consumer”.

“The blockchain is also playing a significant role in the fast-growing food industry where it ensures food safety by making data on where the food comes from and the process involved in producing it transparent”.

Canada Makes a Move Using Blockchain and Cryptocurrency for Pot

Canada is covering ground in planting millions of acres of marijuana and initiating partnerships to tie in cryptocurrencies with blockchain to trace every seed from farm to lab, to transport, to dispensary, to consumer. This may not only garnish integrity for the industry but also lower costs.Blockchain could also be instrumental with regard to the oversight of quality control. By creating that aforementioned immutable and transparent ledger, consumers and retailers will know they’re getting the quality of cannabis they expect”.

“In particular, blockchain is expected to resolve a number of perceived issues with today’s payment networks, including long wait times for processing and settlement, and high transaction fees caused by banks acting as middlemen during transactions. Blockchain-processed transactions don’t involve a middleman, which may push fees lower, and they’re proofed 24 hours a day, seven days a week. Therefore, blockchain may offer the ability to process transactions in real-time, or within a matter of seconds”.

The use of blockchain, along with cryptocurrency, will push along a quick sale. Using both these factors could potentially lower costs and reduce crime.

…”blockchains will prevent fraud and counterfeits as it guards the legality of all the processes involved starting from seed to growing and cultivation to distribution and consumers. It is a massive success for the industry long associated with crime and violence.” In a statement released by the Canadian Prime Minister Justin Trudeau, he emphasized on “how easy it is for minors to get hold of the substance and at the same time, how illegal distributors understand all the profits and transactions. Through the secure blockchain implication; age limits, sales and taxes will be monitored”.

As a founder of the early stages of utilizing blockchain technology in our own advertising industry, it’s great to see progress being made both on the technical front of blockchain as a distributed ledger and being used within other industries. A3 Media has been working with partners in the digital ad space over the past year experimenting in using blockchain to help decrease digital fraud and transparency issues.

Voice activated remote controls, echoes, smart phones, smart tv’s, and home kits (talking to your house to turn on your lights, alarm system, appliances, etc.), are gaining popularity and flying off shelves. “According to research by Activate Inc, there will be an estimated 21.4 million smart speakers in the US by 2020. Because of the emphasis on the importance of search engine optimization and paid search, the rise of voice search will have a significant effect on marketing efforts”.

But who is listening? Are you communicating with your ‘house’? or is there a person in that device somewhere recording you and learning your habits?

Smarter and smarter software is the trend with voice activation ranking high on the list. Here are some of the pros and cons, and how it affects marketers:

PROS

It helps the handicap

This is the most obvious advantage, helping those who have trouble using their hands or are blind. It can also greatly empower the elderly who can’t easily move around.

“…it gives those individuals who are blind or who cannot manipulate a keyboard due to a physical disability the opportunity to make use of a computer and in many cases gain a level of independence. Voice activated programs can allow people with disabilities to be able to work and in some cases obtain an unknown level of self-sufficiency”.

“This makes the use of these types of software applications a way to increase productivity as well as giving individuals with disabilities a new way to interact and work”.

It makes the world move even faster and elevates productivity

Speech recognition software can make productive, time-saving contributions to an organization. Documents can be transcribed at a much faster speed and accuracy using voice activation rather than manually writing or typing. We are all familiar with phone call centers using voice activated software to direct your call to the appropriate live person. This saves on overhead costs. Physicians using voice over dictation free up time and resources as well and are able to see more patients.

“Everyone from doctors, writers and the disabled are making use of voice recognition software and voice activated applications. What used to have to be dictated to secretaries or took hours to write out by hand can be submitted directly through the use of voice activated software to a word processing program. A small amount of editing and the document is ready to go”.

“The average office worker types between 50-70 words per minute. However, speech recognition programs can handle 120 words per minute at 98% accuracy with proper training, even editing can be accomplished through the use of voice activated programming”.

“….physicians and clinicians who document healthcare through voice transcription are able to attend to more patients, thereby raising their billing for the extra hours worked. On average, they are able to see one-third more patients than they could by using the EMR’s structured template”.

CONS

Siri spies on you, relentlessly

The creepiest factor; you are being listened too ALL the time. Some devices are ‘on’ when on, so everything being said in the environment can be recorded by the manufacturer. This perhaps is our worst science fiction fears come true.

Apple has previously confirmed that it holds on to Siri recordings for up to two years, disassociating them from user accounts after six months and using the unidentified recordings for product improvement”.

“There is no opt-out for the recording process other than not using Siri, though users can deactivate location services in the privacy settings to further disassociate any personal information from the recordings”.

It needs to get to know you

Voice activated software needs to learn your voice, and your accent. This can be a frustrating learning process.

“All voice activated software applications and programs that are compatible with voice recognition are going to require some kind of user specific training”.

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Marketers need to understand that voice activation behavior greatly changes the digital landscape.

 “All things considered, voice search is still a new feature in the digital landscape, particularly for marketing. An important thing to consider is that there are two ways to voice search. A mobile assistant like Siri allows you to dictate a voice command on your phone and then see results displayed on the screen of your device. Devices like Amazon Echo or Google Home allow you to speak to them and they will speak back to you with the result of your query. As things move further away from the screen, the more things will change. Everything when it comes to digital advertising, search engine optimization, and user experience has considered the screen as an integral part of the process. As marketers, it’s important to stay on top of the new features and products, as they come up to continuously optimize the process of reaching customers through voice search”.

Media planners need to contemplate target audiences with this in mind:

“One of the most important considerations for your marketing campaigns is defining your target market and figuring out where and how to reach them. Studies show that 71% of people ages 18-29 are using mobile personal assistants for voice search – so if your target market skews younger, it is an important consideration. However, older people are still using voice search. Surprisingly, the 54+ age group still had a reported 34% of people using voice search regularly”.

Companies need to consider updating their apps to accommodate voice activating capabilities as well. Both Dominoes and Burger King jumped on board with these concepts:

“…Dominoes rolled out a new Siri-style ‘voice ordering’ system developed by speech recognition firm, Nuance. The software sits alongside Dominos’ virtual assistant ‘the Dru Assist’, and claims to make ordering more efficient and accurate for customers.”

Burger King created headlines in the US when it’s voice-activated ad campaign on Google Home was blocked and its functionality shut down by Google. When asking Google Home ‘what is a Whopper’, the device answers using the information provided on the brand’s Wikipedia page, which was edited to say:

“The Whopper is a burger, consisting of a flame-grilled patty made with 100 percent beef with no preservatives or fillers, topped with sliced tomatoes, onions, lettuce, pickles, ketchup, and mayonnaise, served on a sesame-seed bun.” 

Obviously, there is still some work to do, but companies and marketers need to consider voice integration into their future strategies.

Mid-market tips for success

A gifted marketer, Seth Godin, once said “Marketing is no longer about the stuff you make but about the stories you tell.” He’s right. A brand is a matter of perception. It is how people feel about your brand and determines whether they will buy your product. Storytelling has the potential to make a big and lasting impact on your bottom line. For regional, mid-market brands, storytelling can provide you with the competitive advantage needed to compete with larger brands who typically remain generic and have larger advertising budgets.

Keys to great brand storytelling

The story unlocks our brain

All great stories make a quick and immediate connection in our brain. Therapists call that “narrative transportation.” It’s the state of losing yourself in the story so deeply that the character’s journey connects with the listener on a profound level. The more challenging the problem is, the more creative the solution must be, and thus the more interesting the story becomes. Once, that story becomes interesting to the reader or listener, you’ve made an immediate connection.

Identifying stories to tell

For a story to be compelling, it must be personal, and the most personal storylines are from your clients. With the customer as the main character, your company plays the supporting role swooping down like a superhero to solve their business woes. Concentrate on one or two clients as examples of the greatest success stories for your service or product. Highlight stories that demonstrate the needs of your target market and your unique ability to meet them. You can also use your own story about how your brand was born, what inspired you to create the company and what your personal mission is.

Tapping the most effective medium

While any medium can be used to tell a story, separate mediums tap into different areas of the brain, so stories must be tailored to fit. The key to success is knowing which story to tell in which medium. Short, snappy messages work best on television and radio while social media and online video are best for conversations, conferences and seminars.

In order to be a good storyteller, you must listen to your audience, so you can genuinely understand their desires and concerns, their beliefs and attitudes. You must continue to listen as your story unfolds so you can gauge the reactions of your audience. Let this help determine how your brand evolves. As your objectives and goals shift, you must plan new initiatives that propel the story forward and inspire renewed calls of action.

Emotion, authenticity and personal connections are the drivers to action. That’s what storytelling is all about. Used well and in the appropriate space, it can serve your company well in multiple ways.

Interested in how your brand can use storytelling to your advantage? Contact our brand strategy experts at A3 media at (610) 631-5500.

Radio Still Dominates

For regional and mid-market brands with smaller budgets, making wise media spending decisions is essential. While digital advertising is now the most popular, TV remains atop the leader board for many national brands. However, it’s an expensive realm to play in at large scale. Many mid-market brands simply don’t have a large enough media budget. A cost efficient and powerful alternative to reach a sizeable audience is terrestrial radio.  

Radio is not limited to listening in the car

In 2017 according to News Generation, “93% of us listen to AM/FM radio over the airwaves, which is higher than TV viewership (88%), PC use (50%), smartphone use (83%), and tablet use (37%).”“traditional AM/FM radio…continues to reach the majority of the American public. Audio as a platform is stronger than ever as more and more ways to listen continue to emerge.

Online radio listenership in cars has drastically increased. 40% of U.S. cellphone users listened to terrestrial radio on their phones in 2017.” And, with voice activation and the popularity of Amazon’s Alexa sales, radio continues to build since listeners can now tune into over 119 radio stations.

Radio’s targeted advertising sells on a local level

Radio’s variety of formats allows you to pinpoint your advertising on the station or stations that best match your customer’s interests. Know your audience and you’ll find the correct stations. Another benefit of radio is it goes to the consumer, it doesn’t wait for the consumer to come to it.

No matter the market size there are a limited number of stations in any market. The number of stations is far less than the number of TV networks and websites. Therefore, your odds of reaching your audience dramatically increase.  

Radio not only offers a formatting benefit, but local market targeting is much more economical than local broadcast TV and it’s free to the consumer. Consumers like FREE!

Radio sells with intimacy

With radio advertising you are front and center in the listener’s attention span. Your ad is the only one heard, unlike digital platforms that can overwhelm consumers by serving multiple ads on a single page at one time.

Radio is cost effective

Radio delivers many more consumers per dollar spent than most other mediums. As a result, targeted niche advertising can be produced and delivered at lower costs. Streaming radio must create a new path for each listener making ads harder to deliver to each listener. Radio doesn’t work like that — one transmitter handles the entire coverage area, regardless of the number of listeners.

Radio isn’t going anywhere

Ever since the inception of radio, nearly 100 years ago, pundits have been predicting its demise. Time and time again, the predictions fail because radio is one of the most adaptable technologies in the marketplace and continues to fill important niches for consumers and regional advertisers. The medium’s ability to adapt to change and new technologies will ensure its place for decades to come.

And that’s what makes it successful when used properly, a great choice for mid-market brands.

A Fast Look at Video Branding

Why Online Video is Successful

When it comes to advertising your brand, online video advertising, (or OLV), has a certain appeal that text and image-based advertisements don’t. While it can be a bit more expensive and time-consuming to develop than other mediums, it allows you a greater opportunity to deliver a message that connects with consumers in a deeper and more genuine fashion.

The Benefits

Video is clearly the big winner these days. OLV studies show 70% of consumers regularly watch videos online and 80% have a high memory recall of what they view. Respondents demonstrate high memory recall and brand distinctions, identifying brands shown throughout a 30-day exposure pattern study. An OLV ad will be viewed by a larger and more engaged audience than other media platforms.

Online video allows you to demonstrate the personality of your brand and connect with your viewers on a more inner-personal level as compared to text or pictures alone. OLV also is more likely to be shared on social media verses other forms of advertising. This is an innovative and inexpensive way to increase brand awareness.

The Disadvantages

Everyone knows that online video is popular and can be inexpensive to produce, so saturation can be an issue. In fact, it’s been estimated that over 300 videos are uploaded onto YouTube every minute. If you’re counting, that’s 432,000 videos every day. That’s a lot of competition!

Advertisers need to understand that a commercial is still a commercial. If your video looks, acts, and sounds like a commercial, it will have less interaction or engagement from your viewers. Continuing to monitor shares, likes and social media posts with your videos will further your efforts, allow you the opportunity to fine tune your message and sharpen your skills. All affecting your long-term brand awareness.

Just the facts Mam

The best measure of success, besides trackable sales, is digging into a campaigns’ delivery reports, or performance metrics (# of likes, comments, shares). The versions of videos that receive higher share rates are the ads generating traction. There are three classifications of videos that typically gain the most traction.

Normally videos that provide useful content to the viewers have greater results. The rule of thumb is that if you are going to release a video, make sure it’s feels more like branded content than an advertisement. Some examples include; how to videos, product reviews and behind the scenes looks at your factory or employees.

There are two other styles of videos that gain traction, humor and sheer entertainment. It’s imperative your video style fit your brand. No matter what your style, honesty is key.     

The best guarantee of online advertising success is to find the right partner who knows the potential pitfalls and can help you use the benefits of video to its full advantage. Brands that do the best with video don’t advertise. They offer content with real value and remember value is determined by the eye of the viewer.