Sony has revealed changes to its digital TV platform Crackle that will appeal to advertisers looking to run "over-the-top" ad placement on digital platforms rather than TV campaigns. The changes are aimed to "recapture the serendipity" of coming across "something good on TV" by offering a linear streaming fashion, much like traditional television. Crackle is a digital video app available on 28 different platforms. 40% of its content is consumed on web-ready TVs. Crackle's goal is to increase its ad base and Sony believes this change to its streaming style, along with a sleek, new interface will help that goal. Read the full article »
Trio, a "video mash-up app", allows users to create video content using photos, videos, music, GIFs, and other assets through their smartphone. Created by a team from MIT led by a rocket scientist, it's aimed at the video marketing world and designed to be easily used to create content. The app is available for free and "it fills a helpful space on mobile that no other tools have filled until now." Not only is it a robust app that allows you to create content on-the-go, but it also protects content creators by the addition of built-in links back to source material, much like Pinterest's content sharing platform. Read the full article »
Brightcove has announced a partnership with Marketo to enhance their video platform with marketing automation tools that will enable content makers to better measure the success of their campaigns.
The first priority of the new partnership will be to better measure user engagement, which many marketers have trouble measuring for ROI and conversion rates. Read the full article »
It's not even two weeks old and Periscope is already dealing with it's first round of trolls. The frat-boy commentary rolling into the feeds of female users is enough to make any user want to delete their content. But it looks like Twitter is being swift in its reaction to this problem. They've just announced a follower-only mode to keep harassment at bay. We can continue to dream of a world where trolls remain under their bridges. Read the full article »
Brightcove has teamed up with Oracle Eloqua, a major marketing automation business, to provide Brightcove users with new analytic tools to simplify the accessibility of video analytics and to "augment video marketing effectiveness." This will greatly improve the analytic capability of Brightcove players and provide an easier way for marketers to automate and analyze data. Read the full article »
It's easy to make a mistake when you're dealing with real-time social video marketing. According to one lawyer, "Somebody is bound to screw up." How do you avoid being that person? "The stakes are higher" when it comes to video. Knowing the legal issues before you begin using platforms like Meerkat and Periscope is the best way to avoid mistakes. Read the full article »
Mobile video streaming apps Meerkat and Periscope both offer real-time video interaction with customers, which is fast becoming the most important form of communication between businesses and their audiences. The fact of the matter is that video communication sends a message that text and image marketing simply cannot duplicate. Meerkat and Periscope enable live events to reach farther and extend their sense of urgency to audiences that may not have access. This exclusivity gives Meerkat and Periscope their added advantage as mobile video marketing tools. Read the full article »
Data integration continues to be a driving factor for video automation technology. Yahoo recently announced that it has launched Audience Ads, a solution that gathers demographic and behavioural data from its users to integrate into the BrightRoll Demand Side Platform, which automates digital video advertising. Read the full article »
According to one report, wearable platforms may be the next great arena for mobile video. A new solution called VidyoWorks for hands-free video communication and collaboration for augmented reality and see-what-I-see technology has been introduced to the market, designed for smart glasses.
Does this new technology mean a new trend is on the way for mobile video or is it too early to tell? Read the full article »
The proliferation of electronic devices that are able to stream Internet content has made it essential to devise video marketing plans that include multiple platforms that can reach diverse communities that consume different content on different streams at different times of the day.
By using multiple platforms and tweaking the message for that appropriate channel, the marketer can gain huge traction with their chosen consumers.
Brands such as Lacoste and PepsiCo have already begun utilizing this approach to their video marketing campaigns. Small to mid-size businesses can also capitalize on this strategy with the following tips for success. Read the full article »
Meerkat, a mobile app that enables users to stream live video to their TWitter followers has become an early success--ten days after its release.
Meerkat's usage skyrocketed after launch last Friday, February 27. The app topped Product Hunt, a site that curates new technologies and allows users to vote on its popularity. Three days after launch roughly 15,000 people used the Meerkat service.
The Wall Street Journal writes about the unlikely success story of a side project that took off. Read the full article »
Altitude Digital announced this week the release of its new mobile video platform during the Mobile World Congress held in Barcelona, Spain. Altitude Digital is the largest video supply-side platform company (SSP). An SSP enables advertisers to manage the number of page or video impressions in a campaign and maximize their revenue. The benefit of using an SSP is that they offer a secure, efficient and automated way of accessing different advertising streams and keep detailed analytical data on the various revenue streams and audiences access through the SSP. Many large web publishers use SSPs to manage their digital ad space.
While many advertisers struggle to put their campaigns in front of the right eyes, by partnering with Altitude Mobile they will never have to worry about finding their audience. The launch of Altitude Mobile, part of its suite of monetization tools, will give advertisers access to 20 billion mobile video opportunities as wel as 2.5 billion in-app video opportunities. Read the full article »
Personalized online video platforms will enable marketers to leverage the digital medium to reach consumers. Personalized video content can be dynamic, adaptable to deliver content the target audience is interested in. This affords brands to deliver highly targeted messages, engaging consumers with customized videos. Read the full article »
The Clearstream online video platform wants to change the way people view ads. Clearstream's new Play-In-View platform will pause pre-roll video ads when a viewer tabs away or scrolls down to view more content. The application was built to increase the visibility of video ads. Presently in beta, the full platform will be available in 2015. Read the full article »
Yahoo-owned Tumblr seeks to become an online video platform as a way to increase revenue. New autoplay video ads will now appear on users' Tumblr feeds. Yahoo believes that the autoplay video ads will help Tumblr reach $100 million in revenue in 2015. US-based advertisers are expected to increase digital video ad spending by 42 percent over the next year. Tumblr's video ads will take advantage of a new video player recently introduced to the digital network. Read the full article »
Rubicon, an online ad automation platform, does not see web video advertising as a high-growth area for its business in the short-term. The reason: high quality digital video ad inventory is still difficult to procure. Rubicon feels that today's video inventory is sub-standard. Consequently, Rubicon's online video platforms will be slow to grow. Read the full article »
Under pressure from investors to either breakup or sell the company, there is speculation that Yahoo may take an alternative route and acquire BrightRoll. The web portal is considering purchasing the BrightRoll online video platform as a way to increase video and video advertising content. If completed, the deal could range between $500 million to $1 billion. Read the full article »
An Ooyala subsidiary has acquired the Videoplaza online video platform. Telstra's acquisition of Karbon, an European-based ad serving and programmatic platform, will help Ooyala increase its global footprint. This transaction will allow Ooyala to provide a more unified digital video delivery and advertising platform. Read the full article »
Online video platform Videology is launching a television division to help agencies plan integrated TV and digital video ad campaigns. Fifty percent of Videology's revenue comes from TV budgets. TV ad planners seek to launch campaigns that have precision audience targeting. Videology is offering a full suite of tools that will enable ad buyers to create highly targeted online video and TV ad programs. Read the full article »