When it comes to video marketing, don't underestimate the power of frequency


In the past, a TV commercial could reach tens of millions of people at the same time. Those times are over.

Franchise for your company

Arrange a FREE one-on-one session with one of our franchise consultants today and we will help you set up your franchise organization.

Getting started

August 31, 2021 5 minutes to read

The opinions of entrepreneurs' contributors are their own.

Television has been the best way to reach the masses for the past 60 years. With a commercial, you could reach a large audience of tens of millions of people. It has been the brand marketers' strongest weapon, and they built their business based on that model.

But this model is gone.

The last time tens of millions of people gathered in front of the TV to watch a show together was when Games of Thrones aired on HBO. That was three years ago. And there was no advertising.

Related: 7 Secrets of Super Successful Video Marketing

Frequency rules the marketing world

The new "F-word" in today's video is "Frequency". Frequency is the "other" element in the equation after TV's gross valuation point (GRP). GRP = range x frequency. This is how the world turns. It's the underrated aspect of the equation. The frequency on television is why you see the same ad so often even when you are not the intended target. That's why I saw the same Chevy Truck commercial even though I'll never buy a Chevy Truck. Publishers or TV stations will run an unlimited ad if it means overcompensating the frequency to meet a guaranteed GRP goal. Frequency is the essential element in a fragmented video ecosystem for marketers today.

Today's marketers need to reconstruct their reach in a very dispersed and diverse video landscape. What makes this even more difficult is that it is extremely difficult to measure this range and frequency on different streaming platforms. Many of these platforms such as Roku or YouTube work in “walled gardens”, which makes measuring across them extremely difficult.

Here the frequency becomes the hero. Once a marketer can put that reach together on the many new platforms and consider the frequency in a thoughtful way (with the right creativity and message), sales will boom. We see it in my Blockboard company. By using the frequency, the audience reacts in the form of registrations, sales, email registrations, app downloads and more.

Frequency is the game changer.

Related: The Ultimate B2B Video Marketing Guide For 2021

The problem of fraud in terms of frequency

There is one more F-word that addresses this challenge as well. That F-word is "fraud". Fraud is a multi-billion dollar problem in video and there are three ways it can get in the way of effective frequency.

First, tracking the frequency of fraudulent data means that the advertiser is not meeting the intended goals and KPIs and in return is receiving incorrect data. The clean coverage and frequency reports that are standard from all programmatic players today make this possible. Multiple middlemen across the video landscape make it impossible to assign responsibilities and the advertiser pays the ultimate price.

Second, by working in silos between linear and digital television, the frequency tends to be high on fraud-free television and then below average in digital television, where fraud is widespread. You can't watch the big broadcasters' network news without being hit by multiple drug advertisements over and over again. This is the epitome of waste. However, when the same ads appear on digital television, they are often very targeted in environments where their spots are skipped and more likely to be overlooked due to fraud.

And finally, the frequency is skyrocketing due to overcompensation from fraudulent premium publishers. A couple of weeks ago I was watching a lot of Olympics on Peacock and the NBC streaming sites. As a viewer, I had to watch the same Toyota advertisements over and over again to see the Olympics. It was a very frustrating experience that eventually put me off these marketers. The marketers are buying into a show that has a limited number of streams and their ad is running at extremely high frequency. This is a problem that was exacerbated by buying digital video directly to the publisher and has been a persistent problem since the dawn of digital video. With the onset of Programmatic, the pendulum has shifted to the opposite extreme with the onset of fraud and has steadily deteriorated over the past 20 years.

At Blockboard, we built our video platform on the blockchain to solve this problem. We use Ethereum, the easiest blockchain system to build, and this allows us to be transparent about all of our work. We validate every single impression run and give our customers access to all of this data. The results have been powerful. Our company sells products, promotes email registrations, and delivers downloads at prices that are above the industry average. By managing this entire distribution across platforms and devices, we can effectively manage reach, frequency and targeting to take into account the advertisers' KPIs (Key Performance Indices). We're defining a brand new category for marketers: Frequency Management Platform (FXP). The “X” stands for cross-platform, as it is important to measure the frequency between the platform and the cable harness. It's all happening now, and it's quick.

So the old is now new again, only this time it's frequency, not range, that's running point.

Related: 6 Ways To Boost Your Video Marketing Strategy

https://dailyaffiliatemarketingnews.com/when-it-comes-to-video-marketing-dont-underestimate-the-power-of-frequency/

Comments

Post a Comment

Popular posts from this blog

Chia Coin Crypto Mining: Try Chia with 16 TB Sabrent SSDs

Image
introduction I avoided writing about cryptocurrency mining articles, but I had to check out Chia cryptocurrency mining when it hit my radar a few months ago. After really immersing myself in Ethereum mining a few years ago and still paying the electricity bill many years later, mining with my SSD sounded like fun. VIEW GALLERY - 17 PICTURES Sabrent got in touch and pretty much packed 4 x 4 TB Rocket NVMe PCIe 3.0 M.2 SSDs and an ASUS Hyper M.2 X16 Card V2 that supports the 4 x NVMe M.2 SSDs. In total, I have 16TB of super-fast PCIe 3.0-based NVMe SSD storage to play around with - it feels so utterly overwhelming to have 16TB of flash storage in my computer, but I love it. It continues with its use for the best cause - for mining chia crypto coins. At first I was so very hesitant, I wanted to do an article for Sabrent, but then using the SSDs for chia coin mining feels like hardware abuse. It's different than having your GPU working 24/7 for crypto mining because you can do i...
Read more

8 Free Social Media Advertising Programs That Will not Put You to Sleep

Image
Greater than half of the world’s inhabitants makes use of social media as we speak for nearly each side of life. This makes it a staple in any digital advertising technique, however with a number of quickly evolving platforms, it’s a little bit of a beast to harness for enterprise progress. The opposite drawback, as you’ll quickly be taught, is that discovering a free social media advertising course that's truly price your time is tougher than it needs to be. Which is why I’m excited to share with you my checklist of eight programs that make for fascinating and related on-line studying experiences. Every course covers a barely totally different side of social media advertising, together with: Model constructing and search engine optimisation Technique constructing and monitoring Social listening and monitoring Fb and Instagram promoting Influencer advertising TikTok advertising and promoting Variety and inclusivity in social media Paid social methods In two hours or much less Earli...
Read more

Would you like to leave corporate content marketing for a startup? Here's what I would have known

After more than five years in the corporate environment, you are hungry for change. Marketing trends seem like tectonic plates shifting beneath you, but you stand still right where you were a few years ago. Professionally, you feel the need to join a startup - because of its speed and ambitious OKRs, its culture lessons, its need for experimentation, its actual customer and user obsession, its everyday mentality. In your opinion, your career depends on these experiences. You have the feeling that your career could stall otherwise. But there are a few things you should know before joining. Feel the turbulence in your bone bon In your past jobs at market giants, most of the days and weeks felt the same. Aside from a historic deal that was won or lost, a tough week or month has a similar emotional tenor as a good week or month. At the start, your experience will mimic the dynamics of a concert: euphoric highs mixed with some heartbreaking lows. Most days, however, will be exciting. ...
Read more