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This Week’s Online Video Marketing, Advertising and Production News

Stay informed with the latest industry news, trends, tips, and statistics about online video marketing, advertising, production and communications. We publish a wide range of news articles about business video marketing trends, content strategies, video production practices, marketing campaign results, software tools and online video platforms. Article categories include B2b video marketing, web video production, video advertising, video content marketing, YouTube marketing, mobile video marketing, social video marketing, video SEO and video communications.

  • How to Use Google Adwords to Optimize Your Video Content Marketing Strategy

    | Monday, 06 July 2015 | Search Engine Watch - Pauline Jakober |
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    This how-to guide on using Google Adwords for video is easy to follow and important to learn for those marketers who have decided to build video content marketing strategies. And as video content becomes more important for the user, the need for good strategy also increases. This guide will show you six things you must watch out for when building a strategy, including, ad rotation, analytics, calls-to-action (CTAs), targeting options and more. Read the full article »
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  • The Most Important Video Content Marketing Metrics

    | Monday, 06 July 2015 | PerformanceIN - Richard Towey |
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    Since video content marketing has exploded over the last year or so, data analysis has only gotten more important to the campaign manager or marketing manager. But what metrics should be analyzed? We previously posted about several big brands and what metrics they consider important. Now we have further news through Brightroll's UK Agency Survey for 2015 Think Conversion is the most important metric? Think again. Read the full article »
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  • Facebook Now Offering Shared Ad Revenue for Creators with Suggested Videos Functionality

    | Friday, 03 July 2015 | Tube Filter - Bree Brouwer |
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    Social video marketing is changing once again with an announcement from Facebook that it now offers suggested videos for users to click on, plus shared ad revenue for Creators. Now Creators and brands are eligible to receive a percentage of ad revenue that Facebook generates from suggested video content. Thanks to Facebook's updated algorithm, user newsfeeds will now show more relevant video content from well-known Creators and brands. Now when users click on a video they will be given the opportunity to view suggested videos after the content they view has finished. Content shared by their friends will generate suggested views based on what that user also watched or liked while branded content will generate suggested views that come from the same brand. The revenue split for suggested video content is anywhere between 55%-45%. The program will rollout this coming fall. Read the full article »
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  • Video Marketing is a Different Beast in the 2015 Internet Trends Report

    | Friday, 03 July 2015 | Marketing Magazine - Mel Exon |
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    In 1995 venture capital firm Kleiner Perkins Caufield & Byers (KPCB) published an Internet Trends Report that spanned all of the uses of the Internet, written by Mary Meeker. Twenty years later, Meeker is back with the 2015 Internet Trends Report and arguably the biggest change in the last two decades has to do with video marketing. Just some of the changes include: - The number of people who are online. - How many people use mobile devices to access video marketing content. Meeker predicts these video marketing trends to become big: - The rise of mixed text-based video marketing content thanks to the rise in popularity of silent video - A 'quick buy' function for users to be able to purchase products right after they view (or even during) a video. - The rise of vertical video marketing content as a dominant video format for certain media, such as Snapchat. Read the full article »
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  • Facebook Changes Its Social Video Advertising Prices After Criticism from Marketers

    | Wednesday, 01 July 2015 | The Wall Street Journal - Jack Marshall and Ben Fritz |
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    On Tuesday Facebook announced that it is changing its pricing strategy for video advertising after a backlash from marketers forced it to respond. Now marketers have a choice to pay only for video advertisements that are viewed for at least 10 seconds. Previously marketers were charged immediately after the ad began to play. This issue is part of a larger problem over what is considered "viewable" content. Facebook's response to criticism shows that it is working towards fulfilling the desires of marketers, rather than arbitrarily making decisions that solely benefit the social media platform. Read the full article »
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  • Millennials Want Content, Not Ads, From Web Video Marketing

    | Wednesday, 01 July 2015 | AdWeek - Garett Sloane |
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    As the Cannes Lions wound down over the weekend, AOL's digital prophet David Shing, a.k.a. Shingy, gave a keynote address that focused on how to advertise to the Millennial crowd. According to Shingy, whose job title is actually digital prophet, Millennials are "freaky for video". Millennials are not disinterested in brands, but they don't want to be sold to. They want meaningful content that speaks to their needs. We reported over a year ago Millennials are mostly interested in video and it seems as though the trend is only growing. Read the full article »
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  • Three Short Ways to Create Great Video Content Marketing Material

    | Wednesday, 01 July 2015 | Marketing & Social Media News |
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    What's the quickest way to get your message in front of an audience? Content marketing is all about doing that -- presenting a unified message about your product to qualified sales leads. These three short methods of creating video content marketing material will enable you to start putting into practice your own strategies that will lead to great sales leads. Just don't forget to analyze the data. Read the full article »
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  • Download This: How To Use Video In Your Marketing Automation Process

    | Wednesday, 01 July 2015 | Business2Community - Kimbe MacMaster |
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    Adding video content to your marketing automation process isn't just a maybe-we-should -- it's a must-have. Why? According to Cisco, by 2018 nearly 80% of web traffic will be video content. And it's essential content that will help you learn more about your sales leads, even better than any text-based medium. Download the new ebook from Vidyard and Marketo on how to incorporate video into your marketing automation process so you'll learn how and why this medium is a must-have. Read the full article »
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  • How to Choose a Video Production Company For Your Explainer Videos

    | Thursday, 25 June 2015 | Flimp Media - Jesse Albro |
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    You might think all video production companies can do the same thing, but when it comes to explainer videos, you want to make sure you've chosen the right people to make compelling videos for your marketing campaign. These are the top five things you should consider when picking a video production company. Read the full article »
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  • Facebook Adds Video Tab to Insights Admin Panel For Better Social Video Marketing Tracking

    | Monday, 29 June 2015 | Marketing Land - Martin Beck |
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    With the demand for video on Facebook outstripping the platform's capability to measure metrics by 4 to 1 over a six month period, Facebook finally announced this week that they have a better tool for measuring video metrics on their Pages. For a full review of the new functionality, head over to Marketing Land. Read the full article »
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  • FTC Changes Rules for Social Video Marketing Endorsements By Influencers

    | Friday, 26 June 2015 | Media Post - Erik Sass |
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    The Federal Trade Commission has updated their social media marketing guidelines to include clearer rules on video endorsements. If you happen to use YouTube Influencers for your video content, which is a great way to appeal to the Millennial market, you need to make sure you're following the rules. What are the rules? Read on to find out. Read the full article »
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  • How to Create Great Social Video Advertising

    | Friday, 26 June 2015 | Marketing Land - Andrew Waber |
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    Now that Twitter has announced auto-play functionality on their platform, and with Facebook's near domination over YouTube in terms of video plays, it's important to get to know the functionality of video advertising on social media, cause it can really make an impact for your business. These four techniques presented by Nanigans can help you figure out how to maximize your content's presence on social media. Read the full article »
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  • How to Do Right With Social Video Marketing

    | Friday, 26 June 2015 | Business 2 Community - Kylie Jane Wakefield |
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    Considering how quickly video is becoming a major part of any marketing campaign, you may want to jump in sooner rather than later. A great way to do that is to develop video content for social marketing. These four brands examined are excelling at the social media video marketing game. Read the full article »
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  • Mobile Video Advertising and Content Marketing Views Insanely Up YoY

    | Monday, 29 June 2015 | Marketing Land - Amy Gesenhues |
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    A new survey conducted by video advertising platform Ooyala claims that smartphone video plays are the number one device that is causing the massive spike in video viewing. According to the survey, video views are up 100% YoY in the 2015 Q1 and up 367% since 2013. Read the full article »
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  • Employees Benefit from Better Video Communication

    | Thursday, 25 June 2015 | Flimp Media - Wayne Wall |
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    The traditional model of employee communication, through paper, text and seminars, is starting to make way for a new mode of communication using video. This is especially evident in the area of wellness and employee benefit communication. The field is growing rapidly and Flimp Media's Episend communication solution is a great solution. Find out more about the growing trend and how you can incorporate it into your business. Read the full article »
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How Online Video Can Benefit Brands When It Comes to Search

  • Written by Advertising Age - Abbey Klaasen
Marketers who fixate on viral video may be neglecting other more relevant web video marketing tactics

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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