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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.

Digital Video Ads Offer The Richness Of TV And The Analytics Of Digital

| | Business Insider - Mark Hoelzel
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Online video advertisements are growing as fast as publishers can offer inventory for them. Last year, the digital video advertising exploded. Over 35 billion video ads were viewed in the U.S. in December alone.

Why are video ads compelling to marketers?

In a new report from BI Intelligence we explore the key drivers of the skyrocketing growth of video ads, examine the cost and performance of the emerging digital ad format, and look at the major players that are shaping the industry. We also examine some of the recent questions that have arisen around viewability of video ads and determine how we believe the industry will grapple with these issues. Read the full article »

YuMe and JW Player Partner for Targeted Advertising Solution

| | Streaming Media - Troy Dreier
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Using the JW6 Ads Platform, content owners will be able to gather audience data and tap into YuMe's network to serve targeted digital video advertisements.

Online video advertising company YuMe and JW Player (formerly LongTail Video) have partnered to create a solution that builds targeted video advertising into an online video player.

"This partnership gives us the best of both worlds -- content delivery from JW Player and better monetization and fill rates from YuMe," says David Moffly, chairman of Baeble Media. "More tightly integrated technologies are simply a win-win for us." Read the full article »

Online Video Is the Key to Reaching Millennials, Says ComScore

| | OnlineVideo - Troy Dreier
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For brands trying to reach younger customers, online video marketing is a smart way to go. That’s one conclusion from “Marketing to Millennials: 5 Things Every Marketer Should Know,” a research report just released by the measurement experts at ComScore.

The report reveals some interesting challenges that marketers face when trying to make an impression on Millennials. They don't watch TV on a broadcast schedule, they skip video ads, and they want to view content on their own time. However, it's not all bad news for marketers.

The good news for brands trying to reach Millennials with online video ads: ComScore says Millennials are easier to target than other age groups. Targeted video advertisements aimed at Millennials are highly effective in reaching the right population. Read the full article »

Twitter and Pandora Tempt Advertisers with New Video Marketing Capabilities

| | Business2Community - Hannah Brenzel
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In April 2014, almost 60% of the American population consumed online video content. So, it's no wonder, then, that companies like Pandora and Twitter are introducing video marketing capabilities to lure in brands and online video advertisers. Each site boasts a user base of more than 250 million people worldwide and what better way to reach these users than with branded online video.

According to YouTube’s Playbook for Brands, 700 YouTube videos are shared on Twitter every minute—that’s more than one million videos per day. Twitter understands that brands need better ways to reach target markets with online video content, so the social network has been testing new video features that may soon become available to a larger pool of advertisers. Read the full article »

Online Media Consumption Drives Advertisers Toward Video Ads

| | ContentStandard - Ted Karczewski
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Online advertisers are amping up their video advertising efforts to include brands in visual online media to better reach consumers across devices.

According to a new study from the Interactive Advertising Bureau, 65 percent of surveyed executives say they will spend more on digital video advertising over the next 12 months when compared to last year’s budget. In addition to upping video content spending, two-thirds of executives said they would take money normally allocated toward TV advertising to pay for their online efforts. Read the full article »

IAB: Mobile and Video the Growth Engines Behind Online Advertising Rise

| | CMO - Nadia Cameron
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Latest Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers report shows video saw the largest leap in the first quarter of the year and represented 14.3 per cent of digital display dollars.

Online advertising is continuing on its rapid growth trajectory, recording a 17.1 per cent year-on-year expenditure increase in the first quarter of the year, the Interactive Advertising Bureau (IAB) reports.

The association’s latest Online Advertising Expenditure Report with PricewaterhouseCoopers valued total online advertising at $1.067bn for the three months to 31 March 2014, with general display advertising chalking up the strongest growth over the quarter at 27.5 per cent. This was followed by search and directories, with a 16.8 per cent increase.

Mobile advertising put in a strong performance, representing 21.5 per cent of digital display revenue during Q1, and up from 19.5 per recent in the last quarter of 2013. Mobile also accounted for 17.1 per cent of search revenues, a rise of 1 per cent on the previous quarter. In total, mobile advertising made up 15.3 per cent of total online advertising expenditure, compared to 14.3 per cent in the last quarter.

But it was video advertising that saw the largest leap, rising 55.7 per cent year-on-year to represent 14.3 per cent of the digital display dollars during over the quarter. Read the full article »

Macy's Is the First Retailer to Run Facebook's Auto-Play Video Ads

| | AdWeek - Lauren Johnson
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Two other merchants are also quietly testing the feature.

Following a sprinkling of ads from brands in other categories, Macy's is the first retailer to roll out Facebook's auto-play video ads within mobile newsfeeds, Adweek has learned. A rep for the department store giant revealed there were two other merchant brands testing the platform, but didn't disclose names.

Macy's ads—which are marked as sponsored—ran on Friday afternoon within Facebook's iPhone app at the top of the newsfeed and automatically began playing as users scrolled down the screen.

Two of the ads promoted online and in-store sales, and the other video showed off a new collection from designer Tommy Hilfiger and actress Zooey Deschanel. Read the full article »

Uncovering the Secrets to Why Video Ads Go Viral

| | VideoNuze - Will Richmond
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The holy grail for marketers these days is having a video ad go viral. Not only does it provide the brand an enormous amount of free exposure, it also gives the team behind the ad major resume points for having "cracked the code" on making an ad a viral hit. However, the odds of an ad actually going viral are extremely long.

That's why a presentation I attended during IAB's NewFronts Insight Lunch last week, by Richard Kosinski, president of Unruly, really caught my attention. Unruly is a platform for social video marketing that helps agencies and advertisers get their videos watched and shared. Richard shared highlights of a new white paper, "The Science of Sharing 2014," which looked at the social performance of 14 different ads from Super Bowl XLVIII. Read the full article »

The Great Unwatched

| | NewYorkTimes - David Segal
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Some of the biggest names in Internet media have been gathering in New York City at the third annual Digital Content NewFronts, a pitch-a-thon where companies like Yahoo, AOL and Crackle — and, yes, The New York Times — trumpet their digital platforms to brands eager to reach consumers via online video ads.

According to the standard spiel, ads in this medium are alluring because they can be aimed at specific audiences. They can roll in front of content that people want to see. They exist in the digital space where coveted demographic groups are spending more time.

It’s an enticing portrait, but one that glosses over an essential question: Is anybody watching? Read the full article »

Starcom MediaVest Chief Sizes Up Online Video Ads

| | WallStreetJournal - Suzanne Vranica
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CEO of Publicis Ad-Buying Firm Gets Set for Pitches From Google, Yahoo and AOL

As chief executive of Starcom MediaVest Group, one of the world's biggest ad-buying firms, Laura Desmond is often courted by media outlets hoping for a share of the advertising budgets she oversees.

Her firm, which is owned by Paris-based Publicis Groupe SA, buys roughly $40 billon in ad time and space on behalf of marketers such as Procter & Gamble Co. and Coca-Cola Co.

This week Ms. Desmond will be the focus of even more attention than usual. Read the full article »

5 Factors for Maximizing the Impact of Video

| | DM N ews - Allison Schiff, Senior Digital Strategist
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Video consumption has gone up more than 800% in the past six years, according to data from comScore. The audience is out there, and users are actively streaming videos 24 hours a day. There's no question brands should produce video content as part of their marketing plans. But what can brands do to amplify the viral effect? Read the full article »

Agencies’ Interest in Online Video Grows

| | Marketing Charts
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According to a new survey published by STRATA, 95 percent of agencies are interested in using online video advertising and web video marketing. The study also found that 65 percent of ad agency respondents indicated a greater interest in video communications in Q4 2013 compared to Q4 2012. However, 47 percent of respondents said they are unsure if their clients video ads are generating a good ROI. Read the full article »

By the end of the decade, ad buying for TV & digital will finally converge

| | VentureBeat - Barry Levine
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According to Nielsen's Video Convergence: Buying, Selling and Trusting Across Platforms report, by the end of this decade media buying for online video advertising and braoadcast television will be merged into one entity. The convergence of multiscreen viewing habits and the emergence of scalable metrics are the driving forces behind the merging of media buying activities. Read the full article »

Digital Video Content Is a Supplement, Not Replacement for TV Programming, Finds New CEA Study

| | Reuters
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The new Video Content Discovery and Purchasing Trends study published by the Consumer Electronics Association (CEA)® found that free streaming video services and paid video streaming services are both common ways for consumers to access video content, especially among the 18-34 year old age group. Access to faster Internet speeds and the proliferation of mobile devices have both spurred the change in video viewing habits. Read the full article »