CDN Software

Why You Need a CDN for Your Adverts

Advertising is a regular part of most people’s day to day life. From bus stops to labels on clothes, social media to the radio in the car, we as consumers are exposed to between 250 and 3,000 advertising messages a day according to Houck and SJInsights. This seems a drastic leap, especially when taken into consideration that consumers only notice a small fraction of these (153), with even less being noted or remembered (12).

These figures don’t just represent digital advertising, but advertising as a whole. With this in mind, digital advertisers have even more to contend with, especially with the rise in popularity of ad blockers. By 2017 digital ad spend will reach over $37bn in the US alone say Clickz, but ad blockers will create a loss of $20.3bn in ad revenue. One of the reasons that many utilise ad blockers is due to the delay in page loading speeds that ads can cause; Jim Edwards from Business Insider is adamant that slow loading speeds are often down to the adverts on the page rather than the publisher of the page itself. Not only are advertisers missing out on revenue from blocked ads, but slow loading speeds of the ads are leading to further losses. For those that do not use ad blockers, if an ad hasn’t loaded by the time the page has then the impact is lost.

This can be said to be especially true for video advertising; while it is becoming increasingly popular on social media sites, especially when the content is compelling, video can hugely slow down page loading speeds. Ad publishers need to be able to provide content that loads in minimal time, so as not to affect the page loading speed or the chances of the advert itself not being seen by the audience. This is where a CDN steps in: delivering these ads through a CDN will decrease load times and create a more reliable connection with the end user. Keeping your content cached in an edge server nearer to the end users allows the content to load faster, meaning your ads won’t slow down page loading times as much as they would without one.

Gaming CDN

Pokemon Go is Changing Ad Tech

Advertising appearing in games is not new to anyone, and for most part can be seen to be a bit of a nuisance for players. Although these ads allow players access to the free version of the game, they are used as an incentive to make users pay for the version of the game without them. While there isn’t much data surrounding how much revenue is to be made from in-game ads, 8.7% of digital ad spend in the world is spent on mobile apps and games.

One game has come along in the past week and has the potential to throw the rulebook out the window however; the release of Pokemon Go has already lead to an increase in physical footfall for some establishments, leaving many questioning how well in-game ads would fare. For the most part it seems as though what will become possible is brand-sponsored stops and gyms as opposed to ads popping up during game play. Turning a retail shop, cafe or restaurant into a Poke-stop or gym will continue to encourage physical footfall, except it’ll happen purposely for the highest bidder instead of by luck.

Pokemon Go is a new Augmented Reality game by Nintendo and Niantic. It gets players to create an avatar and walk around capturing Pokemon on a real map in order to level up and compete for ownership over gyms. It has already taken first place in app stores, over taking both Messenger and Snapchat. Pokemon Go is taking the world by storm, allowing people to relive their childhoods but incorporating the new technology that everyone has come to know and love – and use multiple times a day, every day. This combination of nostalgia and an exciting technology that many have not used before has proved to be potent in attracting users. The release of the game has added $7.5bn to Nintendo’s market worth in less than a week.

Niantic have confirmed that they will make it possible to sponsor locations within the game but haven’t, as of yet, announced any more details about how it will be possible or when. The excitement caused by Pokemon Go and subsequently the desire for many companies to have sponsored locations begs the question: is this the future of gaming and adtech?

Mobile CDN

Video Advertising on Facebook is Changing

Even though video content is on the way up – and has been for a while  – Facebook are de-emphasising any publisher posted video content.

While many publishers have worked hard for years to build up audiences to increase traffic and revenue, Facebook have decided to focus users newsfeeds on posts from their friends and family and shift focus away from commercial posts. “Facebook was built on the idea of connecting people with their friends and family,” wrote Adam Mosseri, Facebook’s vp of product management. “That is still the driving principle of news feed today. Our top priority is keeping you connected to the people, places and things you want to be connected to—starting with the people you are friends with on Facebook. That’s why if it’s from your friends, it’s in your feed, period—you just have to scroll down.”

It has been reported that Facebook are working on providing a more personalised approach to news feeds, showing users what they’re most likely to find ‘informative and entertaining’ which, as we all know, will differ from person to person. In a blog post, Facebook engineering director Lars Backstrom wrote about how the updates might affect posts from publishers and marketers; “Overall, we anticipate that this update may cause reach and referral traffic to decline for some pages,” he wrote. “The specific impact on your page’s distribution and other metrics may vary depending on the composition of your audience.”

Ultimately this will compel marketers to create more interesting and shareable content to ensure that they’re receiving a similar amount of interaction. As we have previously discussed on our blog, video content is now a large part of social media, with nearly half of all video delivery happening on mobile. Cisco recently forecast video to account for 80% of global internet traffic by 2019. Facebook owned Instagram extending their video time from 15 seconds to a minute appears to be proof of the fact people are increasingly preferring to see video content in their newsfeed, replying on this to keep them entertained. The power of video content shouldn’t be underestimated – even if Facebook are changing the way people are able to view it.

Media Delivery CDN

The Ever Increasing Rise of Mobile

In the past we’ve posted about the increase in mobile video – but that’s not the only mobile increase. Many of you will be aware that more people own an internet connected mobile device than a desktop PC, and in fact desktops were over taken by mobile in 2014.

51% of people in the US access digital media through a mobile device such as a smart phone or tablet, with 2.8 hours spent a day doing so in comparison to the 42% of Americans that access digital media through a desktop or laptop. These users spend 2.4 hours doing so with similar trends being seen the UK as well. 33% of people in the UK see their smartphone as the most important way to access the internet, which is no surprise considering the constant advancements. Recent Ofcom research has shown that mobile devices are now more popular for accessing online material than desktops are, with two thirds of the UK now owning a smartphone, tablet or other internet accessible mobile device. This increase in ownership of smart devices has revolutionised the way in which we communicate and access the web, especially now that 4G is accessible across almost 90% of the UK.

Mobile is more popular than ever

4G connected users are more likely to use their phones to shop, bank, watch TV or videos and communicate using their smartphone than those without, ensuring that they’re spending longer on their devices due to the fact they perform almost as quickly as their desktops – just far more convenient. Nearly half of people aged 18-24 check their phones within five minutes of waking up, with over a third of adults above this age doing the same; the quickest and easiest way to reach a large portion of people before they’ve even left bed is to now do it via their phones. The amount of time spent online has almost doubled since 2005, with internet users spending on average just over 20 hours a week surfing the web and using social media and this is undoubtedly due to our ever increasingly convenient mobile world.

Predictably Millennials are taking charge with smart phone ownership with 90% of them in possession of one, however there has been a steep increase in 55-64 year olds owning smart devices, more than doubling since 2012 from 19% to 50%. Millennials and younger adults are not the only audience more likely to be reached through a mobile device; by providing a mobile friendly platform it’s possible for a company to reach a wide variety of people. It is becoming more and more evident that having a site optimised for mobile is key in order to succeed. It is clear that mobile is here to stay and the incline in users is only going to keep growing over the next few years.

SynEdge has been created with this in mind: a fourth generation CDN that is optimised specifically for mobile devices all over the world. Make sure what you’re offering isn’t going unseen because it isn’t as suitable for the mobile world as it could be. Get in touch and have a chat with us about how we could help: info@synedge.com or call +44 (0)1344 706 061

 

Sources:

Smart Insights

Ofcom

Media Delivery CDN

Most Shared Video Ads of 2015

For a long time, video advertising has been an easy way to interact with consumers by supplying shareable content that they enjoy whether it makes them laugh or cry.

Unruly announced recently the most shared video advertising content from 2015, with Android taking the top spot with their ‘Friends Furever’ video. Understandably this video appeals to people of all ages from all walks of life because there are very few who dislike animals to the point they wouldn’t enjoy seeing a dog and an orang-utan hug. In fact, it has come in as the most shared ad of all time with 6,432,921 shares across Twitter, Facebook and several other social media platforms.

Below is the ranking for most shared company ad, including Red Bull and Disney.

Unruly_top-brands-of-2015_FINAL

Video advertising is still one of the most affective ways to reach an audience, whether it’s online or on television, for anyone from brands to individuals. Videos are expected to constitute up to 85% of internet traffic over the next few years so maximising the effectivity of video advertising is a sure fire way to promote a brand name, product or service.

In April 2015 at the YouTube Brandcast, Author and YouTuber John Green stated to advertisers that the home grown online video community is not to be ignored and as the year progressed he was proved right. Vloggers are now earning millions a year for making videos that create a sense of community, something that advertisers should be buying into due their ability to reach millions of people. The large success of video advertising is due to the mutual interest it creates between people as seen with the ‘Friends Furever’ video and the community created through YouTube.

Ensuring that videos stream effectively on your website – whether they’re your own creations or someone else’s being shared – will result in higher consumer satisfaction and increase the effectiveness of the video in the first place. Take a look at our media streaming service to see how SynEdge can improve the performance of video on your website.