With no signs of slowing down, video advertising continues to be a growing trend in the industry. Because of this, advertisers are under increased pressure to deliver highly relevant and engaging video content that reaches the right audience. VideoInk had the opportunity to get in contact with Yahoo’s VP of Sales Strategy & Solutions, Kathy Kayse, to ask her insight on the growing topic.
What do you predict will be a pitch trend amongst the publisher this year?
KK: Live video presents a huge opportunity for advertisers. We’ve seen incredible engagement with our live video programming, across categories like news, sports and finance. Last year, our audience spent nearly 13 million hours watching our three daily live shows on Yahoo Finance — Market Movers, Midday Movers and The Final Round. Plus, we’re also doing live streamed events like the Berkshire Hathaway Annual Shareholders meeting. We’ve seen that viewers are more emotionally engaged with live content, and it’s a new way for advertisers to reach these audiences and make a big impact. You can bet live video will be a trending topic this year.
Reports claim that attention spans are shrinking and consumers want more short form, yet we also see consumers binge watching for hours straight. How does this confuse (or not) the advertiser strategy and what does it mean for video publishers? Should they go long and higher quality or short and fast twitch?
KK: Consumers have more options than ever when it comes to watching video content, so quality and access are a big focus. We’ve doubled down on short form and live video programming because we’ve found that consumers want to watch both. They’re looking for high quality, snackable content that’s entertaining and gets them the information they want when they need it. Viewers are also tuning into more live video and staying highly engaged with this content. For advertisers, this means they have an opportunity to reach their audiences around different types of video content, but it’s important to really understand the viewing experience and align with it. That’s especially true when it comes to live video!
What’s your take on advertising within Virtual reality?
KK: We know that consumers are looking for for more immersive experiences, especially on mobile devices, and 360-degree content has certainly been part of this conversation. While there has been a lot of buzz on the topic, AR and VR are still somewhat of a novelty for consumers. As an industry, advertisers have certainly discussed the opportunity for AR/VR to transform entertainment and brand storytelling, but it’s still early days.
When it comes to native advertising, reports indicate that most users often feel duped upon realizing that the article or video they clicked on was sponsored content, which leads them to not trusting the content. How does this impact the advertiser strategy when it comes to native video ads?
KK: [We give] users multiple cues to identify native ads including the use of a “sponsored” label, a radiant dollar, and the name of the advertiser. We strongly believe that when users are given the right information, they are empowered. Native [text] and video ads are really resonating with consumers, especially because they offer a compelling ad experience across devices. Advertisers frequently focus on key metrics such as time spent and purchasing behavior, beyond just clicks or views, to judge performance.