In 2015, CES created a new series of conference tracks and keynote sessions held at the Aria Resort & Casino, with marketing and advertising as the main focus called C Space. “C Space is designed as a networking hub and ideas center of the growing numbers of advertising, marketing and creative communities attending CES,” International CES Senior Vice President Karen Chupka said in a statement.
“Over the course of the past few decades, brand marketers and creative professionals have flocked to CES in record numbers,” CEA Senior Director of Communications Tara Dunion said. “Most are onsite to serve a specific function, but while they’re here, they tend to discover and take action on the latest digital trends and network with other influencers in the digital content and advertising communities. CEA created C Space at Aria to support those needs while also serving as a central destination for these professionals.”
The C Space exhibit hall was very small and lacked any real excitement, but the sessions featuring speakers from Google and Twitter were amazing.
In a climate where consumers are easier to reach but harder to influence, Neal Mohan, Vice President of Display and Video Advertising Products, Google, spoke about how brands can make the most of video to drive deeper consumer engagement and deliver real results.
Mohan began his talk saying that the advertising world has moved from world of scarcity to one of abundance. In past you had four major networks and you were virtually assured of reaching 80-90% of your target audience. Today the internet has surpassed all media in terms of time spent as users will spend that time on laptops, desktops, mobile, tablets, wearables and quite often more than one of those per day as consumers effortlessly shift from one device to another. And then he offered up three tips for marketers in 2015 to capture target market attention with uploaded videos, and they might not be what you might think.
1. Pick Moments That Matter
Literally thousands of channels. All brands can’t be across all these channels, so Mohan says it is more important than ever to really choose what matters. Find the right type of content and buy that placement.
2. Build for a world of choice
It is dramatically harder to influence consumer behavior now. People won’t sit through commercials as they did with the world of scarcity. They can switch effortlessly, skip ads, etc. Mohan reminded the attendees that studies say if you show up at right time with right message, the consumer will pay attention. In fact, four of the top 10 videos on YouTube last year were created by brands. Also, on outlets like Youtube, advertisers don’t have to be constrained by 30 seconds. They can get creative.
3. Focus on impact, not just impressions
Brands need to measure effectiveness of what’s being done, and it needs to start with viewability. “Was my ad actually seen by a human being?” is the first question any advertiser should ask.
Mohan/Google also announced at C Space that partners will be able to view all video campaigns with same ActiveView used for display ads in AdWords. All we can say is, finally! That’s great news for analyzing data on money spent.