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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.

Report: Video Content Increases Revenue by 20%

| | The Drum - Jennifer Faull
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According to the Association of Online Publishers (AOP) and Deloitte’s Q4 Digital Publishers Revenue Index Report sales revenue took a "leap" thanks to video advertising content. This was decidedly larger than the last quarter that saw only a 3.4 percent increase. Read the full article »

YouTube Targets Canadian Ad Market

| | The Globe and Mail - Susan Krashinsky
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YouTube has unveiled a new campaign to target Canadian advertising execs over the month of April, culminating in the "Pulse" presentation, modelled after TV's upfront presentations where broadcasters pitch their shows to marketers, ad agencies and media buyers. This announcement comes on the heels of Google's launch of Preferred in Canada, which identifies the top 5% videos for advertising. Read the full article »

Viral Videos That Were Really Advertising

| | News.com.au - Marcus Seeger
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Many viral videos are of the genuine, home video variety. For instance, David After Dentist, about a small child "tripping" on anesthetic after visiting the dentist, was viewed over 128 million times. What may surprise you are the videos you thought were home-made, but were actually cleverly-disguised ads. Read the full article »

Viewability the New Must-Have Metric for Video Ads

| | Think With Google - Neal Mohan
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Google recently published a study that revealed more than half of video ads never get viewed. To that end, Google is a fierce champion of viewability as a standard metric to measure for success, because if no on sees your ad it's not worth creating. Just having your ad viewed by an audience can increase the conversion rates by 50%. This cannot be ignored. Read the full article »

Video Better than Any Other Form of Media Marketing

| | LinkedIn - Jules Blundell
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If you haven't begun implementing video into your content marketing strategy you can be sure that you're falling behind the curve. Your competitor is likely already on the ball and seeing real return on his investment. It's hard to believe, but only 20% of text content is ready by users, whereas a full 80% will engage with a video. The writing is on the wall -- or, in this case, the screen. Your customers prefer video. Read the full article »

Video's Success Not Yet Enough for Bigger Budgets

| | Media Post - Gavin O'Malley
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Despite the hard truth that video marketing is becoming more and more successful, marketers are finding it difficult to get an appropriate budget to create quality video marketing content. This despite the fact that video marketing is also becoming more cost effective too. The question is, when will companies realize that approving the right budget for video marketing? Read the full article »

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 »