Four Ways You Aren’t Measuring Video But Should Be

A snapshot of Flite's video component analytics.Video has, is, and will continue to be transformative to the online experience.

eMarketer projects that by 2014 nearly three-quarters of all US internet users will watch video online at least once per month. With rising viewership, video advertising spending will also increase on both desktop and mobile from $2.93 billion in 2012 to $8.04 billion in 2016. As the adoption rate for connected TVs, smartphones, tablets, and “phablets” rises, consumers are even more connected to brands than when sitting behind a desktop computer.

Having both of these marketing conditions in place is a marketers dream — to be able to take full advantage of digital video advertising and spend a majority of campaign budgets on video. But before you start spending all this money, plan effectively what your goals are and how to measure these goals.

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Integrating Social Media in Display Ads

Social media has become the primary vehicle for brands and engaged consumers to communicate with one another online. Consumers have evolved beyond interacting with just their friends and top celebrities, and have grown accustomed to getting updates and meaningful notifications from brands they follow through Facebook Page updates, tweets, videos, and posts. Many also talk back to brands, and, even more commonly, talk about brands through earned media channels. The more a brand embraces these popular social media channels and works to strengthen interactions between it and its customers, the more it stands to gain from its growth in mind share as brand-affirming conversations spread virally.

As the media advertisers have at their disposal merge, the opportunities to integrate popular forms of online interaction into more traditional advertising campaigns continue to bloom. In response to the rise of the “second screen” (mobile/tablet/laptop as an accompaniment to a home television), savvy TV advertisers have begun promoting hashtags and other invitations for simultaneous online interaction in commercials.

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March 21st Webinars: Data-driven B2B Advertising and Paid Media Publishing

Flite has two exciting webinars coming up soon, both on Thursday March 21st. We hope you'll join us!

Creating Effective Data-Driven B2B Ads

Co-host: DemandBase

Thursday, March 21, 2013

12:00 - 12:45 p.m. PDT

Flite will present at a DemandBase online conference as one of five webinar sessions about B2B marketing. The session will be led by Steve Klopf, SVP of Business Operations.

>> Sign up here

Paid-Media Publishing: The #1 Trend in Display Advertising

Co-host: In-House Agency Forum (IHAF)

Thursday, March 21, 2013

10:00 - 11:00 a.m. PDT

Flite CEO Will Price will speak about paid media publishing to an audience of in-house creatives. The event is free for IHAF members and $50 for non-members.

>> Sign up here

The Power of Simplicity

Why We Updated Our Core Values

Simplicity can be challenging. But it’s also incredibly important.

As we approach our 7th year in business, we learned this lesson for the umteenth time when we set out to refine our company vision into a single sentence — a true north.

Like so many companies, we know in our hearts that we work so hard because we’re doing something great. But how can we as a business explain this to others in a simple, memorable way? How can we galvanize new co-workers with our excitement, or inspire prospective customers with our vision?

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Converged Media: Owned + Earned + Paid Media

Converged media, a relatively new term which, if not coined outright by him was at least popularized by Altimeter's Jeremiah Owyang (see his 2012 report), describes the integration of content and brand message across the three channels marketing has involvement in: owned media (corporate), earned media (typically social), and paid media (advertising).

Why it has become a popular buzzword and a concept marketers are increasingly embracing has to do with its effectiveness. Not only can marketers leverage branded content beyond just one channel, multiplying its value, they can make sure that their brand message and experience is uniform across all the channels that customers can consume, interact with, and be exposed to it.

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