Last week, Viglink attended BlogHer Pro and we’re thrilled to share some of the best tips we picked up from the wonderful speakers and attendees. To kick off the conference, the BlogHer team enforced the value of influencer content showing the evolution of advertisers’ monetization strategy over the last ten years.
Know Your Value
Today, brands recognize the importance of user-generated content due to publishers strong influence across their audiences. Various publishers have the ability to develop content around a brand or product in their own voice. This is very powerful, especially to brands which now realize interest across online networks is just as important as the product they are selling. The term for brands being integrated into content where readers and users are is commonly referred to as native advertising. Along with native advertising, a couple other key topics of BlogHer Pro 2014 also included viewability and video.
Viewability is Key
Viewability isn’t a metric that all publishers have easy access to, for example Google Adsense does not provide publishers with their viewability. However, many of the BlogHer network have full confidence that will change in the near future. An ad is deemed “viewable” when an audience member is exposed to it for one full second while not scrolling the page. This is more difficult than it might seem. Follow these great key tips to help with viewability and minimize “missed opportunities”…
- Place ads where readers naturally pause
- Be cautious of installing same size ads next to eachother
- Speed up overall page load times
- Resize photos before uploading them to a post
On the contrary, there are several factors that decrease viewability such as too many ads concentrated in one place and users scrolling down the page before ads have time to load. The goal of most publishers should be ~70% viewability.
The Importance of Video
Kate Ferrara of Hearst Digital Media presented audiences with staggering statistics on video. For example, online video ad revenue will reach nearly 5 billion in 2016 up from 2.8 billion in 2014, while TV will decline 3% per year during the same time. Additionally, content with video embedded performs 24% better than content without. One key advantage to using video is increasing audiences’ time spent on site. This is strongly considered by both Google and Facebook. Kate’s top tips for optimizing your videos include…
- Keep it short, 1-2 minutes
- Make it work without sound
- Pick the best still to grab the viewer
- Tell them what they’re watching
- Grab the viewer in the first two seconds
Videos over a minute are likely to perform poorly over social, and those without overlays make it difficult for viewers to engage with the video unless they use sound. When optimizing videos for Youtube write detailed metadata following keyword strategies and annotate the video with call to auctions and links to related content. To optimize for Facebook, which has 1 billion video views a day, it’s imperative to upload videos directly into the Facebook player where the video begins automatically when a user hovers over it.
Stay tuned for further tips and posts from BlogHer Pro 2014!
Written by Hanna Fritzinger