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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.

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 »

Expect a Seismic Shift in Video Consumption

| | Recode - Mitch Barns
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A major shift in how viewers consume content is happening. For online video advertising, this shift is significant and can be summarized in five interrelated trends that will impact the media business. The biggest change will be in the distribution of video content. Ultimately, viewers are moving towards a "device agnostic" model. Today, Americans consume almost 60 hours of video content per week across different screens. Read the full article »

Comcast Is Acquiring Video Ad Company FreeWheel For $320 Million

| | TechCrunch - Ryan Lawler
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Sources indicate that Comcast will be acquiring FreeWheel for $320 million. FreeWheel is one of the largest video platforms used by broadcast TV networks and major video content distributes to serve advertising alongside video content. The video company was founded in 2007 and works directly with major offline and online customers. Comcast is interested in FreeWheel's video ad platform technology. Read the full article »

FreeWheel Q4 '13 Report: Live Video Now Accounts for 10% of Ad Views As TV Everywhere Surges

| | VideoNuze - Will Richmond
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The latest FreeWheel video monetization report, focused on Q4 2013, found that 10 percent of all online video ads are viewed in conjunction with live streamed video events. Online video advertising revenues increased 30 percent between 2012 and 2013. Mobile video viewing increased 178 percent between Q4 2012 and Q4 2013, with a 136 percent increase on tablet viewing. Read the full article »