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News, Articles and Trends about Online Video Advertising

Catch up on the latest news, articles, trends and technology developments related to web video advertising, online video advertising best practices, and digital video advertising platforms, and video advertising trends including news about successful web video ad campaigns, video advertising technologies and companies, tips for creating successful online video ad campaigns, and trends in online video advertising content and video ad consumption.

What Will Facebook Do with Video Advertising?

| | The Wall Street Journal - Mike Shields
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The talk amongst web content creators at this year's South By Southwest Interactive conference was Facebook -- what are its video advertising plans? Although there has been rampant speculation, with two different camps emerging, the social media giant remains silent as of yet. It's power and influence as a video distribution channel continues to grow. What are content creators speculating? Read on to find out. Read the full article »

Attracting, Engaging and Converting Your Online Community Using Web Video Marketing

| | Target Marketing - Tom Wilde
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Video marketing is a robust strategy for attracting, engaging and converting your market into buyers. So why is it not used more often? This article explains how an effective video marketing strategy can improve engagement with online communities and drive valuable engagements. The first tip is to keep them on your website. Do not send everyone to YouTube because you risk losing your audience as soon as the video ends. Read the full article »

Video Ads Performing Well on Facebook, But YouTube Still Accounts For More Views

| | The Wall Street Journal's CMO Today - Mike Shields
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Web video advertising campaigns running across the Facebook social media network are reaching viewers and generating views. Strategically, video ads placed on Facebook attract viewers in short bursts. However, video ad campaigns running on YouTube tend to amass views over time. Advertisers should consider these elements when determining where to purchase online video ad inventory. Read the full article »

PwC Study Shows Big Trouble For Cable, But Finds Viewers Overwhelmed

| | Mediapost's VidBlog - P.J. Bednarski
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"Feeling the Effects of the Videoquake" is a new PwC report that examines the web video advertising marketplace. The report found that viewers across all age groups are migrating to options including Netflix or Amazon Prime. Eighty-one percent of viewers are much more selective about the programming they are consuming, including how they watch content. Digital video is a key element to the viewing mix. Read the full article »

Samsung, Wieden+Kennedy Portland Reach Most Viewers With Branded Video This Year

| | Online Video Insider - Mallory Russell
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The top ten most viewed online video advertising campaigns for 2014 generated 83.4 million views. The two most popular video ads were created by Portland-based Wieden+Kennedy for Samsung and Nike. Samsung has seen a 100 percent increase in the number of video views obtained between 2012 and 2014. The electronics brand uses web video marketing in support of a number of different products. Read the full article »

4 big myths about video, busted

| | Digiday - Eric Blattberg
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Web video advertising will continue to grow due in part to marketers' admiration for visual storytelling. The challenge for web publishers is to fully monetize video ads by being able to validate viewability. The digital video ad marketplace is growing, but is not at a critical scale. Subscription video services still outperform online video advertising from a revenue standpoint. Read the full article »

Autoplay May be More Harmful Than Helpful

| | Direct Marketing News - Perry Simpson
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Consumers are not fans of autoplay web video advertising units. While web publishers and social networks continue to increase the amount of autoplay inventory, the user experience may be improved through other video ad units. Marketers should aim to create web video productions that entice viewers through message and creativity. Read the full article »

Why Ruffles moved its entire ad budget to digital

| | Digiday - John McDermott
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With a core target audience of males, aged 25, Ruffles has moved nearly 100 percent of its marketing budget to web video advertising. In fact, the PepsiCo potato chip brand is spending more money producing video content today than when the marketing mix consisted of mainly television spots. Ruffles has created a mix of video series, :15-second digital video spots and social media content. The brand believes the move to online video advertising has helped increase US sales. Read the full article »

Consumers Still Waiting For Personalized Videos To Drive Intent

| | Search Marketing Daily - Laurie Sullivan
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Web video advertising contributes to an average 1.1 percent increase in purchase intent according to a Millward Brown Digital study. Video ads have the potential display robust content in a sophisticated way that can personalize the retail experiences. Most advertisers have not tapped into the personalized video ad experience. Read the full article »

OTT live sports and the TV a heady mix for online ads

| | nScreenMedia - Colin Dixon
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The availability of web video advertising inventory helped video ad views grow 23 percent during Q3 2014. Freewheel's "Q3 2014 Video Monetization Report" also found that the availability of online sports events has also enabled the growth of online video advertising availability. Twenty-one percent of all video ad views can be attributed to live video programming. Read the full article »

Biz Break: Yahoo Pays $640M for BrightRoll in Video Advertising Push

| | San Jose Mercury News - Jeremy C. Owens
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Yahoo's acquisition of BrightRoll is a strategic stake in web video advertising. The goal is to accelerate the growth of online video within BrightRoll and the Yahoo portal. BrightRoll seeks to grow globally and standardize programmatic video advertising buying. With Yahoo's investment, BrightRoll believes it can standardized cross-device video ad inventory, making it simple and easy to measure. Read the full article »

IAB Forms Digital-Video Unit, Chaired by Hulu’s Peter Naylor

| | Variety - Todd Spangler
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The Interactive Advertising Bureau's (IAB) new Digital Video Center of Excellence will focus on an array of web video advertising initiatives. This new division will produce video research projects, develop online video advertising case studies, create technical standards, and develop general best practices. Peter Naylor, an SVP at Hulu, will helm the Digital Video Center of Excellence. Read the full article »

Digital to Overtake TV Ad Spending in Two Years, Says Forrester

| | Advertising Age - Tim Peterson
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According to Forrester's ForecastView, digital advertising will overtake traditional TV buys by 2016. The increase in budget for web video advertising can be attributed to new dedicated ad networks that have delivered measured results to marketers. Due to the improved economy, advertisers have more budget to spend. Additionally, advertisers are comfortable with moving budget to digital video because the format has proven it works. Read the full article »

Report: Online Video Casts Wider Net To Auto, Restaurants, Finance

| | Online Video Insider - Daisy Whitney
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More companies are dedicating budget to web video advertising campaigns. Representing a range of business verticals including hospitality, financial services, auto, entertainment, and travel, Videology released data associated with Q3 2014 digital video ad efforts. One-third of all video ad campaigns were cross-platform, an increase of 59 percent over Q2 efforts. The average video ad spot is :15-seconds, with thirty-five percent of video ads running at :30-seconds. Read the full article »

Report: Multiscreen Video Campaigns Surge to 35% of Total Campaigns

| | VideoNuze - Will Richmond
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Thirty-five percent of the total Q3 2014 web video advertising campaigns consisted of multiscreen video ads. This is according to data obtained from Videology's platform. A multiscreen web video advertising campaign consists of video ads targeting PC/mobile or PC/mobile/connected TV users. Only 60 percent of campaigns were dedicated solely to digital video ads targeting computer devices. Read the full article »

Adobe, Nielsen to Measure Online Video Reach, But What About Engagement?

| | ReelSEO - Greg Jarboe
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While the new Adobe / Nielsen comprehensive, cross-platform measurement system is a boon for online video advertisers, perhaps digital video should be viewed by metrics different from traditional TV. The new analytics system, anticipated to be available in 2015, will measure audience reach. Viewer engagement is a key component of web video marketing. Adobe and Nielsen should consider developing metrics that can gauge viewer engagement. Read the full article »

Consumers Get Engaged with Rich Media

| | eMarketer
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Rich media ads that feature a web video advertising component generate a higher click-through rate (CTR) than static ads. Data from Adform found that globally rich media ads see a far higher level of audience engagement compared to stsatic ads. The averaged CTR for a rich media ad was 0.44 percent compared to 0.12 percent for static banners. Read the full article »

Facebook shows off its first ad for Messenger

| | The Next Web - Napier Lope
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A new video ad from Facebook is in promotion of the social media network's Messenger app. The first online video ad may have been designed to temper backlash Facebook has endured for forcing users to move to download the Messenger app for mobile device usage. Read the full article »

Media Buying Increasingly Complex

| | Center for Media Research- Jack Loechner
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A growing number of content options has changed the way advertisers purchase inventory to reach audiences. Online TV viewing has grown, due in part to technological advances along with flexibility and convenience. Web video advertising can target younger viewers who prefer to engage with content via digital appliances instead of television sets. Read the full article »