1

Online Video:

Implications for USAF:

LinkedIn pre-roll ads provide an additional tactic, other than display banners, to reach

career-seeking professionals, specifically HP and JAG professionals. Additionally, the new

ads allow a way to promote video content within highly-relevant environments as well as

raise awareness about careers in the U.S. Air Force.

2013 Q3 Digital Industry Update

Brands Can Now Buy Video Ads on LinkedIn

LinkedIn, the professional social network, will now be offering online video ads to help

brands reach career–seeking users within the LinkedIn network. Video ads will be

available in a 300x240 size format and once clicked will play a :30 second pre-roll video.

Video ads can drive to the brands homepage or website of choice. In terms of

targeting, the ads can be targeted similarly to display banners (i.e. based on user profile

data, associated groups, job titles, and professions)

Executive Summary

Below is a quick snapshot of the emerging media trends and updates that occurred in Q3 2013.

From the rise of online video to new paid ad opportunities, there are several implications that

could have a direct impact on future USAF media campaigns and strategy.

Bridging the Gap between TV & Digital Media

Specific Media, the largest video and display ad network, is now offering a new

product called TV Audience Segments. Through their partnership with Nielsen, Specific

Media can identify light broadcast TV viewers and target/serve video ads to them on

websites they frequent the most. By leveraging Nielsen’s proprietary data about

audience viewing habits, both online and on TV, brands can better identify key

audience segments. Identifying the audience who are digital natives vs. TV natives

better enable brands to efficiently plan, extend campaign reach, and increase

frequency of online video campaigns.

Implications for USAF:

1. Expanded Reach –brands are able to reach audience who are underexposed

to TV broadcast spots and reach them in digital environment

2. Adapting to media consumption habits - As media consumption habits evolve

beyond TV, brands should adapt to the growing opportunity of online video.

a. Shifts taking place in the way the population consumes video content,

specifically with youth audience

i. Time spent Traditional TV:

Youth 21h:59m Vs. Total Pop: 32h:15m

ii. Time spent other mediums (mobile, desktop, tablet):

Youth 13h:36m vs. vs. Total Pop: 10h:52m

Source: Nielsen Cross-Platform Report

2

Paid Social:

Paid Search:

Instagram Rolls Out In-Stream Ads

Instagram, a social media platform, just rolled-out sponsored posts/native ads.

Common examples of native ads include Facebook Sponsored Stories which the U.S. Air

Force is currently utilizing. The ads can be either photos or videos and will appear in

users newsfeed. Paid ads will clearly distinguished via a blue arrow icon and the word

“sponsored” listed on the top right corner of the image post. In order to promote a

positive user experience and promote organic content, brands are urged to adhere to

Instagram’s creative look and feel. Ads will be targeted towards users profile, friends,

likes, and interests. Implications for USAF:

Provides additional paid social partner, other than or in addition to Facebook, to reach

the youth audience

1. Provides additional scale and reach – Ability to reach Instagram users only

(users that don’t have a Facebook account)

2. Ads allow a way to seed video content within organic environments. The

organic nature of native ads demonstrates a way for USAF to connect with

users who are choosing to engage with USAF content on their own accord

Implications for USAF:

This change impacts two aspects: keyword bidding and creative messaging

1. Increased keyword competition – CPCs will most likely increase/become

more competitive since brands are eager to own specific branded

keywords and own more paid search result real-estate.

2. Highly-relevant branded search query image ads allow USAF to further

promote branded identity

Google Testing Banner Ads For Branded Search Queries

Google has just launched a test called the “brand image experiment” which serves

incredibly large banner size images for specific branded queries. How does it work?

Once a user searches for a specific branded keyword, a prominent banner ad

appears at the top of search results page and takes up the majority of the screen

real-estate. The test is running on desktop only and at a small scale - about 30 brands

are participating in this test and the banner ads are showing for less than 5% of search

queries. The purpose of the test is to gauge CTR performance.