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Video Technologies and Online Video Platforms
The latest news, articles, trends and insights related to developments in video technology, video software and online video platforms used for video streaming, video sharing, video editing, video encoding, HTML 5 video, video communications, and online video marketing. The latest information about online video platforms, video marketing platforms and cloud based video players and video software applications.
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MediaPost's Online Video Insider - Michael Dale
Marketers should consider video platforms that utilize the HTML5 standard. HTML5 is rapidly become the video standard due in part to features that improve the viewer experience. Other factors to consider when selecting a video platform include the speed of content delivery, integration with ad networks and analytics providers and the ability to navigate between native and HTML5-based controls within iOS devices.
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For social video marketing, consider using the Vine application to communicate new product features, demonstrate how-to content, leverage for video communication teasers, or utilize for event invites. Instagram video is a good social video marketing tool for promotional campaigns, video content series or traditional commercial-style digital video content.
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Due in part to the emergence of YouTube and Twitter, video sharing via social media networks has become a major trend. In the eight years since YouTube's launch, a number of video platforms have been introduced. Klip, Qwiki, Socialcam, Videom, Viddy and more recently Vine and Instragram video have helped to power the social video marketing trend.
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HTML5 enables web developers to control the integration of video content into web pages. Many industry analysts believe that HMTL5 will ultimately replace Adobe's Flash as the Internet's video standard. Video platforms, such as Flimp Media's Flimp5, let marketers and communicators easily add video content to video email marketing campaigns, social video campaigns and within web pages.
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Flimp Media's new Flimp5 video platform enables marketers and communications professionals to create video communications that provide viewer engagement and response reporting. Flimp5 is am easy-to-use multimedia content tool that can create video emails, video postcards and video landing pages without programming or IT support. Viewer engagement and response activity can be tracked by email address.
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Content Galaxy is a video platform that provides print media authors, publishers and media outlets the ability to host and serve video content. Paid subscribers can access the video content and the company plans to target newspapers and magazines for additional revenue outlets.
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For web video marketing initiatives, a dedicated video hosting platform should be used instead of websites such as YouTube or Vimeo. Video platforms are built specifically for web video marketing and they offer the ability to customize video players for seamless integration. It is also prudent to use a video email marketing tool for distributing video emails.
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Video content should be distributed to video platforms beyond YouTube. The video player's quality is a key factor that marketers need to pay attention to, especially if the video player has been embedded into a website. YouTube's video player drops to lower resolutions if bandwidth isn't available.
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The new Flimp5 video platform offers professional communicators the ability to quickly create and distribute trackable video content. The cloud-based video platform also provides detailed viewer engagement and response reporting that helps marketers assess the effectiveness of web video communications. Flimp5 was designed to specifically meet the needs of communications and human resource professionals who need to track and measure online video communications.
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Video platforms play a critical role in web video marketing. For hosting and distributing video content, marketers should consider third-party video platforms that provide total control over the video campaign. Additionally, video content should be optimized to be effective in both a desktop and mobile environment. Video platforms can simplify the video optimization process.
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Tel Aviv-based Viewbix has launched an HTML5-based studio that will enable users to create mobile-viewable videos. HTML5 has become a de facto video language for mobile appliances, due to the inability to launch Adobe's Flash on Apple's iPhone and iPad products. Viewbix, compatible with YouTube and Vimeo Pro videos, has 30,000 registered users.
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When selecting a web video platform, consider using a cloud-based platform with collaboration features. Additionally, it is critical that the video be able to be viewed across different devices, so look for HTML5 compatibility. This is especially critical for mobile video content.
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Conviva has linked digital video performance to profitability. The new Q1 2013 Viewer Experience Report provides a correlation between poor video streams and the economic impact on businesses. Brands lost $2.16 billion in profits because viewers clicked away from watching a video. Viewers will wait as little as two seconds before moving on from video content, if the video does not immediately load.
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A new viewer experience report published by Conviva found that organizations lost $2.16 billion in 2012 due to poor digital video performance. Video technology issues such as buffering, slow video start-up and low visual resolution were among the issues that contributed to video quality. Sixty percent of 22.6 billion video streams served during had some form of performance issue.
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The H.265 video codec has become the de facto codec for video compression now that Google is not focusing on WebM. This codec will enable video publishers to provide HD quality with a lower bandwidth and storage cost. For viewers, it could mean better quality video to view at a lower bandwidth consumption.
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Comcast's ThePlatform has released an enhanced video player that defautls to the HTML5 Web standard instead of Adobe's Flash. ThePlatform can switch to Flash if needed. Comcast selected HTML5 to provide faster load times for video playback and to simplify the development cycle.
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Latency issues can impact the efficacy of video communications. Viewers will abort a video viewing session if the video takes longer than 2-seconds to load. Video technology can be leveraged to mitigate the impact of slow loading video content.
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The New York Times Media Decoder - Stuart Elliott
The YouTube 2012 Ads Leaderboard, an annual list of the Top 20 commercials viewed on the YouTube video sharing site, four Old Spice spots garnered the most views. Other advertisers featured on the list included Nike, Volkswagen, Mattel, Honda, Audi, Toyota, and Chevrolet.
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The "Video Stream Quality Impacts Viewer Behavior: Interring Causality using Quasi-Experimental Designs" report authored by University of Massachusetts-Amherst professor Ramesh K. Sitaraman found that viewers will abandon a video if it does not start to play within the first two seconds.
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A new study from Qumu found that 94 percent of in-app video viewers want more support for mobile video while 58 percent would like to see faster video uploads. Ninety-two percent noted that productivity is impacted when video uploads are slow.
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