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Top Creator Economy & Video Ads Insights From IAB NewFronts

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Top Creator Economy & Video Ads Insights From IAB NewFronts

IAB NewFronts, billed as “the world’s largest digital content marketplace,” kicked off on Monday with in-person events in New York City and virtually on IAB.com.

The unifying theme of this year’s series of events for media buyers is “Stream On,” which reflects the twin trends driving the industry: Both consumers and brands are leaning into streaming video.

Here are the top three takeaways from Day 1 of the 2022 IAB NewFronts.

Image from YouTube, May 2022Stream On

1. Setting The Agenda: Harnessing The Creator Economy

Tara Walpert Levy, Vice President of Americas at YouTube, and Michael Kassan, Chief Executive Officer of MediaLink, set the agenda for the 2022 IAB NewFronts to discuss “Harnessing the Creator Economy.”

During the discussion held at Google’s Pier 57, Walpert Levy announced that beauty star Jackie Aina and makeup artist Pat McGrath would lead a live shopping event on May 3 featuring items inspired by the Netflix series Bridgerton.

Then, YouTube will team up with Paramount on May 4 to live stream the premiere of the incoming film sequel Top Gun: Maverick.

Now, the elephant in the room that few in the industry trade press have yet to acknowledge is this:

  • YouTube is fueling the economy, generating $20.5 billion to the US GDP in 2020.
  • YouTube is creating employment, adding 394,000 full-time equivalent jobs in the US in 2020.
  • YouTube is growing small businesses, prompting 80% of SMBs with a YouTube channel to agree that YouTube played a role in helping them to grow their customer base.

A Creator Coffee Talk featuring: Colin Rosenblum and Samir Chaudry, two filmmakers based in Los Angeles; Cassey Ho, a certified Pilates and fitness instructor whose “blogilates” channel on YouTube has 6.4 million subscribers; and Collins Key, who posts funny comedy videos on a YouTube channel with 23.7 million subscribers.

NewFronts StreamOn eventImage from YouTube, May 2022NewFronts StreamOn event

They talked about their evolution from “YouTubers” and influencers to creators and entrepreneurs. The panel gave a shout-out to YouTube for paying creators more than $30 billion between 2017 and 2020 – $7.5 billion annually on average.

In 2021, YouTube brought in $28.8 billion in advertising revenue.

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With around 55% of that going to creators, this means YouTube paid creators more than $15 billion last year, which is a huge chunk of the overall funding for the creator economy.

Other social video platforms have invested only hundreds of millions of dollars to “support” influencers and creators.

Or, as Key said,

“The rev split that YouTube gives us is what allows us to build these businesses. And as a creator, it’s so frustrating because I hear every platform is saying, ‘Oh yeah, we support our creators. We’re behind our creators.’ But no one’s putting their money where their mouth is except for YouTube.”

Now, YouTube normally holds its annual Brandcast during the IAB NewFronts, but the company has bucked tradition this year by moving that event to coincide with the Upfronts, the annual marketplace for TV ad sales.

This means we’ll have to wait until May 17 to learn what YouTube CEO Susan Wojcicki will say.

But, Jim Louderback, the GM of VidCon, predicts her presentation will emphasize that “Big Red is as much a TV company as it is an online video platform.”

2. IAB Insights: 2022 Video Ad Spend Report

On Monday, IAB Media Center Vice President Eric John shared the findings of this year’s “Video Ad Spend and 2022 Outlook” report.

Digital video advertising spending increased 49% in 2021 and is expected to increase 26% to $49.2 billion in 2022.

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And Connected TV (CTV) ad spending surged 57% in 2021 to $15.2 billion and is expected to grow an additional 39% in 2022 to $21.2 billion.

Even though 76% of video buyers now label CTV as a “must buy” in their media planning budgets, they’re currently allocating only 18% of their total video ad dollars to CTV, which falls short of the 36% of total time spent with linear TV and CTV combined in 2022.

John said, “The time is now for brands and buyers to follow consumer attention.”

NewFronts StreamOn Annual Ad Spend Share reportImage from NewFront, May 2022NewFronts StreamOn Annual Ad Spend Share report

The report found:

  • CTV enables buyers to leverage several types of data not available within linear TV buys, including first-party brand data, location data, and shopping data.
  • 57% of video buyers with sales lift as their KPI felt that CTV was more effective than linear TV. But even 46% of video buyers with improving brand perception as their KPI said that CTV was more effective.
  • 59% of video buyers said it was “very clear” where their CTV ads ran compared to only 50% who said that for social video and 43% for other digital video.

But, video buyers say they still face challenges:

  • 48% said measuring incremental reach across platforms/publishers was an issue.
  • 43% said managing frequency across platforms/publishers was a problem.
  • 35% said fragmentation continues to be the Achilles heel of programmatic supply paths.

Video buyers are preparing for a converged linear TV/CTV marketplace and are implementing a myriad of creative and targeting tactics to address CTV’s opportunities and challenges.

But, John observed, “To use a baseball analogy, we’re still in the first inning.”

3. New Virtual Product Placement Offering From Amazon

On Monday evening, Amy Poehler, who is not only an Emmy-award-winning actress but also the director of Lucy and Desi on Prime Video and an executive producer on Harlem, hosted Amazon’s event at the Lincoln Center.

Eight executives from Freevee, Amazon Ads, Twitch, Prime Video, Amazon Music, and Amazon Studios joined her to unveil new shows, ad products, and ways to engage customers.

Amy Poehler hosting Amazon's 2022 NewFrontImage from NewFront, May 2022Amy Poehler hosting Amazon's 2022 NewFront

The top takeaway from Amazon’s plethora of pronouncements was a new virtual product placement offering that inserts brands into Prime Video and Freevee original content in post-production and during Thursday Night Football, which will be streaming exclusively on Prime Video this fall.

If you haven’t heard of Freevee before, don’t worry. Up until last week, it was known as IMDb TV.

In other news, Amazon also announced Streaming TV Media Planner, which enables advertisers to see their incremental streaming TV reach through Amazon Ads and compare that to linear reach.

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These were just the top three takeaways from Day 1 of the 2022 IAB NewFronts.

Over the next three days, media buyers will also hear from Meta, TikTok, Snapchat, and Twitter.

I’ll share the highlights from those events later this week.

More resources:


Featured Image: AlessandroBiascioli/Shutterstock

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Top 6 Free Survey Maker Tools For Marketers

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Top 6 Free Survey Maker Tools For Marketers

The number of online surveys has risen dramatically in the past decade, according to the Pew Research Center.

From short social media polls to lengthy feedback forms, it’s never been easier to survey your target audience and find out what exactly they’re thinking.

When it comes to free survey makers, you have plenty of options to choose from.

That’s the good news.

The bad news is you have to wade through your options to figure out the best survey tool for you.

In this article, I’ve done that dirty work for you.

Below I outline the top six free survey makers, with a simple bulleted list of their pros and cons, so you can quickly select the best one for your needs.

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But first up, the caveats.

What You’re Missing With Free Survey Makers

When something’s free, there’s usually a catch. The same goes for free survey makers.

Free survey tools, or the free plan offered by a paid survey tool, often come with the following limitations:

  • Limited export options. You may not be able to export your survey data for review in Excel or Google Sheets. There may be a PDF-only export option or no export ability at all.
  • Limited analytics. Free survey tools often skimp on the analytics. You may be left to your own pivot tables and Excel expertise if you want to create anything fancy from your survey data.
  • Limited survey functionality. This runs the gamut, from a limit on how many respondents or questions you can have per survey, to only allowing so many question types (e.g., multiple-choice, long-form, etc.).
  • Limited extra perks. By perks, I mean those other features that make software from good to great. With survey makers, that might mean easy-to-access support, the ability to embed surveys in email or webpages, multiple user accounts, or integration with other email marketing or CRM software.
  • No branding. Free survey makers give you their tools for free. In return, you provide them with free brand awareness. Don’t expect to be able to swap out their logo for your own. You’ll probably be stuck with their branding, along with a prominent link to their site throughout the survey or on the thank you page (or both).

If any of the above is a dealbreaker for you, you should plan to drop a little dough on a paid survey tool. That’s why I’ve also included the starting price for all six of the tools featured below.

In case you end up having to upgrade later, it’s easier to do so from a tool you’re already familiar with.

Top 6 Free Survey Tools

Without further ado, I present the best free survey makers you’ll find today. These are listed in no particular order.

1. Google Forms

Screenshot by author, June 2022

Do you live and die by your Google Drive?

Great news: Google also offers free survey software via Google Forms.

Alright, I know I just said these were presented in no particular order, but I’ll openly admit Google Forms is my personal favorite. Just look at all of the features they include in their free plan!

All you need is a free Google account to get started.

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Here’s what’s included in the free plan:

  • Unlimited surveys.
  • Unlimited questions.
  • Unlimited responses.
  • Export to Google Sheets.
  • Survey logic (ability to skip or trigger questions).
  • Ability to embed images and YouTube videos.
  • Ability to embed the survey on your website and share to social media.
  • Survey analytics, updated in real-time.
  • Integration with Google Docs, Sheets, Slides.
  • Unlimited collaborators.
  • Customizable survey templates.
  • Free branding.

What’s missing from the free plan:

  • Enhanced security and collaboration options.
  • Integration with your existing Google Workplace account.

Price: Completely free. Google Workplace pricing starts at $6 per user per month.

Best for: Anyone and everyone, for business or casual use.

2. SurveyMonkey

surveymonkeyScreenshot by author, June 2022

SurveyMonkey is the online survey tool. Established in 1999, it’s still the most well-known online survey software.

Despite the limitations of its free plans, SurveyMonkey continues to be popular thanks to its intuitive interface and brand recognition. Notable clients include Allbirds, Tweezerman, and Adobe.

One nice perk is that you can test out any of the paid features with your free plan. (You just won’t be able to actually use it in your live survey until you pay up.)

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions.
  • 15 question types.
  • 100 responses per survey.
  • Over 250 customizable survey templates.
  • Ability to embed the survey on your website.
  • Mobile app.
  • One user.

What’s missing from the free plan:

  • Unlimited questions, question types, and responses.
  • Data exports – this is a biggie!
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Advanced security (single sign-on, HIPAA compliance).
  • A/B testing.

Price: Freemium. Paid plans start at $16 per month for individuals, $25 for teams.

Best for: Those who want a tried-and-true survey maker with all the features you could ask for.

3. Typeform

typeformScreenshot by author, June 2022

Many online survey tools are designed for the general public.

Readers of Search Engine Journal will be happy to hear that there’s a survey tool created just for us. Typeform was built specifically with marketers, UX researchers, and business owners like us in mind.

Here’s what’s included in the free plan:

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  • Unlimited surveys.
  • 10 questions per survey.
  • 10 responses per month.
  • Basic question types.
  • Basic reporting and analytics
  • Ability to embed the survey on your website.
  • Integrations with MailChimp, HubSpot, Trello, Google Sheets, Zapier, and more.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Custom thank you screen.
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Ability to accept payment.
  • Ability for survey respondents to upload files.
  • Integration with Facebook pixel and Google Tag Manager.

Price: Freemium. Paid plans start at $29 per month.

Best for: Enterprise users, UX researchers, and marketers hoping to track customer behavior.

4. Zoho Survey

zoho surveyScreenshot by author, June 2022

Zoho Survey is part of the same Zoho suite of apps that caters to sales, HR, IT, finance, and virtually any kind of business user you can think of.

Given their tenure creating SaaS software for business, their survey tool is just as robust as you might expect. Customers include big names like Netflix, Amazon, Facebook, and Change.org.

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website, or share to social media.
  • Export to PDF.
  • 250 survey templates.
  • Password protection and HTTPS encryption.
  • One user.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Ability to export to XLS or CSV.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Team collaboration.
  • Real-time responses.
  • Multilingual surveys.
  • Integration with Google Sheets, Tableau, Shopify, Zendesk, Eventbrite, and others.

Price: Freemium. Paid plans start at $25 per month.

Best for: Zoho users, or anyone who needs an extra level of security for their surveys.

5. Alchemer

alchemer survey makerScreenshot by author, June 2022

Alchemer is an advanced survey maker developed for the enterprise client.

Paid features include custom coding so you can customize every single element of your survey, from the survey URL to the form logic.

They stand out among free survey makers for being one of the few (besides Google Forms) to offer unlimited questions and Excel exports in their free plan. Clients include Disney, Salesforce, Verizon, and The Home Depot.

Here’s what’s included in the free plan:

  • Three surveys at a time.
  • Unlimited questions.
  • 100 responses.
  • 10 question types.
  • Export to Excel.
  • Customizable templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited responses.
  • Unlimited question types.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Ability to embed surveys in websites.
  • Export to PDF, PowerPoint, or Word.
  • Ability for survey respondents to upload files.
  • Survey analytics and reporting.
  • Ability to accept payment.

Price: Freemium. Paid plans start at $49 per month.

Best for: Enterprise users needing to create long surveys with advanced logic and question types.

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6. Jotform

jotform survey makerScreenshot by author, June 2022

With over 10,000 templates, Jotform takes the cake as the survey maker with the most form templates on our list.

Jotform also stands out for letting you accept payments with the free plan (although you’re limited to 10).

This popular survey maker includes clients as wide-ranging as AMC and Nickelodeon to Redfin and the American Medical Association.

Here’s what’s included in the free plan:

  • Five surveys.
  • 100 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website.
  • Export to PDF or Excel.
  • 10,000 survey templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited questions and responses.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • HIPAA compliance.

Price: Freemium. Paid plans start at $29 per month.

Best for: Users who want a template for every kind of survey possible.

Which Survey Tool Will You Use?

There truly is a survey maker for everybody.

The above options are all solid choices. Which one works for you may depend on your organization’s needs and your personal preferences.

Take advantage of the free trials and see which one you like best.

More Resources:

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Featured Image: Prostock-studio/Shutterstock



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