Digital CPG Blog

Pampers tested livestreaming an online TV show to its UK & Ireland Facebook page earlier this year:

The session featured baby sleep expert Wendy Dean, who shared her advice with those watching.

P&G UK marketing innovation manager Ben Tatlow said that this is the first livestream the company has run within a social media platform in the UK.

It is exciting to be able to test and learn this new approach of providing streamed content not only to our core brand fan bases, but also to our wider target audiences through live streaming through Facebook ads. We look forward to piloting similarly innovative projects in the future.”

Streaming live into an event tab adds a new level of engagement to Facebook-based activity, since it allows a brand to invite its community to join the event – while providing a permanent reminder that it’s happening.

He added that an additional benefit of hosting a webchat via Facebook is that you get an instant idea of how popular ait will be, bearing in mind that the vast majority of views always come afterwards, on-demand.

Already we can see in Pampers’ case that 876 people have said that they’ll be attending, which is great.”

P&G will be running a video ad campaign within Facebook to drive more views over the two-hour period that the show airs.

Clicking one of the ‘watch now’ style messages in the right-hand column on Facebook will open a lightbox, with the player embedded, which will also feature its own mini wall. This means that P&G will be able to compare engagement according to viewers watching and commenting from within its page, to those clicking on an ad.

This is a proof of concept project for P&G, but Goldsmith says that he already believes it will be successful based on engagement levels from other client projects.

He also quotes stats from Facebook that suggest a brand only reaches 17% of its community with a simple wall post, since posts that friends’ have commented on or liked are more likely to be given top billing. It’s harder than ever to ‘be seen’ without paying for it.

Therefore the solution is to create content that your community wants to engage with, be that click on, share, like, comment or whatever’s appropriate. Although I’m naturally biased, video is far more engaging, and it’s what people love to share and talk about within social environments.”

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All hail consumer packaged goods.

Throughout 2011, CPG brands spent more than any other group on video advertising — making up 24% of all dollars spent, according to new data from YuMe. Health and pharmaceutical brands came in second — with a 16% share of the video ad market– despite a 400% year-over-year increase in spending.

The 25-54 consumers were the most-requested demographic — making up 15% of RFPs — the video ad network found.  Females 25-54 were the most-requested female demographic in 2011, with 39% of requested RFPs.

In another finding, the majority of ad impressions that YuMe served in 2011 were in California at 11.0% of total volume, followed by New York at 7.9% and Texas at 6.8%.

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Remember the time when people only watched like a few minutes of online video every week? That’s quickly becoming a phenomenon of the past, according to two new surveys which show a group of heavy online video viewers emerging.

A user survey conducted by TV Guide has 15 percent of respondents saying they watch more than six hours of online video a week. Last year, that number was still at four percent. Sixty-two percent of all respondents said they watch more online video than just a year ago.

Of course, TV Guide’s user survey is somewhat self-selective, which is why it’s interesting that a study by advertising specialist Burst Media has even more impressive numbers: The Burst Media Online Insights survey (PDF) has the number of people who tune in online for more than six hours a week at close to 30 percent. Almost three percent even profess watching more than 24 hours of online video per week!

via GigaOm.

How are you incorporating video into your online strategy?

If you want to direct movies, maybe you should just go ahead and keep your day job?

From tasty snacks to toilet paper, consumer packaged-goods are keeping online video providers in business, according to new data from video ad network YuMe.

More than any other category, CPG remained the top spender in the third quarter of the year, making up a full 23% of all video ad spending. Even more remarkable, the share of spending by CPG advertisers increased from 17% since the second quarter of the year.

To put those figures into perspective, pharmaceutical advertising increased its share of online video spending from 13% to 16% from the second to the third quarter of the year, YuMe found.

Not surprisingly, consumers ages 25-54 were the most requested demographic among marketers, making up 15% of RFP volume — up from 11% last quarter.

Separately, spending on female-targeted campaigns was triple that of male-targeted campaigns, while spend on non-gender-specific campaigns increased from 56% in the second quarter to 62% in the third quarter of the year.

Online video is hot. We talked before about how video has doubled within a year, Now, brands are shifting their ad dollars from television to online video. Representatives of Zenith Media and Aegis Media at the Streaming Media East conference in New York noted the trend, particularly among consumer packaged goods clients.

“CPG clients will continue to spend a lot on video to replace the erosion of audiences for TV,” said Gina Smilyansky, digital strategy director at Aegis-owned Carat, in reference to users’ increased use of devices such as laptops and tablets. Carat currently works with CPG giant Procter & Gamble, with Smilyansky focusing on the Gillette brand.

CPG brands are now spending more on ads for online video, but they should also be looking to create their own content.