Video Marketing, Production, Advertising and Communications News - July 26, 2016

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Read about web video marketing strategies, statistics, industry trends, business tips, hosting, analytics and software tools. News categories include video content marketing, video production, YouTube marketing, Video SEO, advertising, communications, online platforms, mobile video, social media and video email marketing. Search through over 10,000 articles in the WVMC Archive.

Ways to Use Video Marketing for Sales

Ways to Use Video Marketing for Sales

Thursday, July 7 2016 | Flimp Media and Communications
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In today’s hi-tech world, online marketing videos are altogether different. Today’s videos are digitally recorded and played and viewed through various online marketing and social media channels including YouTube, the second biggest search engine in the world. This shows how important videos are for marketing, sales, and lead generation and their use provides... Read the full article »
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How Marketers Are Making Huge Sums Using YouTube

How Marketers Are Making Huge Sums Using YouTube

Thursday, June 16 2016 | Immortal News
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Online videos have been huge and it is obvious that they are here to stay.  They present an opportunity for those with an entrepreneurial spirit.  Even though markets have rapidly grown to accept video as the primary way to present and consume information, growth is still accelerating. The best years of online... Read the full article »
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Three Reasons Web Video Marketing Keeps Growing

Three Reasons Web Video Marketing Keeps Growing

Monday, June 27 2016 | Web Video Marketing Council
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Online video marketing has been growing consistently for years. In its early days, when we were first introduced to the concept of videos ‘going viral’ via email, it was clear that users found video engaging and that this was a great way to earn brand recognition. Later, as social media took hold,... Read the full article »
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Three Reasons To Use Video Communications for Staff Training & Education

Three Reasons To Use Video Communications for Staff Training & Education

Thursday, June 23 2016 | Flimp Media and Communications
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Finding interesting ways to share important information with employees about company successes and corporate initiatives, to train employees on new products and services, and to engage staff when they are busy with day-to-day tasks can be a challenge, but one well worth addressing. Good employee communications with staff (and vendors too) across... Read the full article »
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Corporate and B2B Video Marketing

Corporate and B2B Video Marketing

Wednesday, July 6 2016 | browser media
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The power of video only seems to be be growing, and with brands investing more and more in the medium, it doesn’t look to be slowing down any time soon. My Facebook feed is peppered with videos from both brands and friends, Tweets containing rich media see huge increases in engagement, and the time... Read the full article »
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South Africa Showed Second Highest Growth in Mobile Video Marketing Globally

South Africa Showed Second Highest Growth in Mobile Video Marketing Globally

Friday, July 8 2016 | themediaonline
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More people across the African continent are watching video content online, be it through social media platforms, streaming services, or through hosting sites like YouTube. These numbers are set to keep growing at a pace, with Ericsson’s ConsumerLab Report stating that online video consumption will grow by 55% per year till 2019. Read the full article »
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How to Crush Content Marketing: Invest in Online Video Marketing

How to Crush Content Marketing: Invest in Online Video Marketing

Wednesday, July 6 2016 | Business 2 Community
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By 2020, nearly a million minutes of video content will cross global IP networks every second (Cisco Visual Networking Index, 2015-2020). That’s a tsunami wave of video content that we are already splashing around in. We stream Netflix, Snapchat in real-time, and experiment with Facebook Live. Feeds are filled with viral... Read the full article »
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Life After LiveRail For Web Video Advertising Marketers

Life After LiveRail For Web Video Advertising Marketers

Tuesday, July 5 2016 | Forbes - Entrepreneurs
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Ever since Facebook snapped up LiveRail, a video advertising publisher monetization platform, the online video ad industry has seen a major shift in how video ad impressions are being bought and sold. A large number of partners were being pushed off the major hub for video ad trading, which is... Read the full article »
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B2B Video Creators Wrestle with Sound’s Role in Social Video Marketing

B2B Video Creators Wrestle with Sound’s Role in Social Video Marketing

Tuesday, July 5 2016 | Marketing Land
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With Facebook advocating for audio-optional videos and Snapchat proving mobile viewers aren’t audio-averse, brands and creators revisit the role of sound. Producing videos for social video marketing platforms is more complicated than taking office wide Starbucks orders. A year ago, brands and publishers were wrestling with whether and how to... Read the full article »
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 5 Ways Vine Can Start Your Web Video Marketing

5 Ways Vine Can Start Your Web Video Marketing

Sunday, July 3 2016 | Social Media Sites
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Vine is a social a media app for the creative souls who want to make their mark in the web world. Vine was launched by Twitter and it is available in android and iOS versions. People can easily engage their users in this social media platform. The short video sharing app plays... Read the full article »
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NEW YORK (AdAge.com) -- Viral-video marketing, as it's traditionally been defined -- create a cute, funny, breathtaking or unexpected piece of content, seed it in the right places, and watch users pass it along -- has developed into a legitimate form of marketing. But what if marketers' fixation on all things viral is leading them to neglect other valuable and more consistently successful online-video strategies?

SWEET IDEA: Touchstorm created a series on making specially shaped cakes.
SWEET IDEA: Touchstorm created a series on making specially shaped cakes.
When General Mills' Betty Crocker brand wanted to move its web-video presence beyond "infant stage," it eschewed traditional trappings and worked with a digital content company, Touchstorm, to go another direction: study what kind of information consumers are hunting for, and then give it to them.

So they turned to search-query data. Turns out lots of people wanted information on cakes -- more specifically, kids' birthday cakes. The companies created a video series about how to make cakes shaped like princesses, pirates and ponies. The result? More than 4 million views and 50% greater time spent viewing than typical for consumer-package-goods-branded videos, according to online-video-measurement firm Visible Measures.

"There's a hole in the market when it comes to what consumers are searching for and where marketers can reach them," said Alison Provost, CEO of Touchstorm, part of PowerPak Holdings.

Brands in the search space are very organized around bottom-of-the-funnel terms or product-related terms -- search for digital cameras, and you get results for more than a half-dozen retailers or manufacturers. But brands are rarely organized around topical, top-of-the-funnel terms -- search for how to take black and white photos, and it's a brand wasteland. It shouldn't be that way, Ms. Provost said.

CPG behind
In the digital world, brands are increasingly content companies, and that content is expected to give viewers something: ideas, utility or entertainment. While the latter is the domain of the viral videos that dominate the online-video marketing discussions today and is a staple of many technology and entertainment brands, CPG has been less successful in the space.

"If you really understand what makes video move around the web, there's much more to it than producing something cool, dropping it on a site somewhere and watching it fly around," Doug Moore, VP-advertising and branding at General Mills, said in an e-mail. "Fact is, like anything in marketing, there's an art piece and a science piece. We wanted to evolve both."

The distribution for Touchstorm's videos comes from deals it cuts with editorial sites, which take both the non-branded and branded, paid content, such as ABC News Now and local news affiliates. TiVo and websites like Glam.com and Brash.com also distribute content. For General Mills' cake videos, about a quarter of the views happened on BettyCrocker.com, a quarter from the publisher affiliates, a minority from TV placement and the rest from YouTube and search.

A few years ago, news sites taking content branded and paid for by Betty Crocker would have raised all sorts of red flags, but Ms. Provost is finding it's more acceptable now.

"Brands can be legitimate experts, and if the consumer is looking for a certain kind of information, then they as a news organization can provide it, then there's room to play," she said.

Touchstorm is not the only one trying to create these kinds of videos for brands -- its ilk includes sites such as Howcast.com and eHow, both of which look more like media companies. Touchstorm has recently added pre-roll ads to its video; the others have been selling advertising for a while now.

"Brands need content -- they need it for Facebook, for their own sites, they need it for search," said Jason Liebman, CEO of Howcast. "If someone's going online searching for something like how to make a cup of coffee, you should be there in some way."


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