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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.

The Future of Online Video Marketing

| | MarketingProfs - Ayaz Nanji
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Forrester's "Optimism Despite Unresolved Issues About Video Advertising" report, published on behalf of Videology, found that organizations are launching online video advertising campaigns due in part to the ad unit's effectiveness. The biggest issue facing digital video advertising is how the video ad industry will evolve. Read the full article »

Online Video Ad Types Ranked by Appeal to Viewers

| | Marketing Charts
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A study of online video advertising recently conducted by Yahoo found that pre-roll spots are most preferred by viewers if an ad needs to be watched before accessing video content. Mid-roll video ad units are the least appealing to viewers. However, Akamai found that mid-roll video ads may generate a higher watch-to-completion (WTC) rate based on where the ad unit is placed in context to the video content. Read the full article »

ESPN's Internet Rollout Tests Television Cash Cow

| | The Wall Street Journal - Shalini Ramachandran, Amol Sharma and Matthew Futterman
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ESPN's WatchESPN app is a way for the cable network to retain viewers who are migrating away from pay television to online video viewing. ESPN's dual strategy of traditional television plus online video developed from experimentation. The sports network has not perfected how online video advertising will be displayed to mobile viewers who access content using the WatchESPN app. Read the full article »

With Previews, Super Bowl Advertisers Borrow From Hollywood

| | The New York Times - Stuart Elliott
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Online video advertising has changed the way brands manage Super Bowl advertising campaigns. Instead of waiting to premiere the spots during the Super Bowl, advertisers have created teaser videos, along with shorter and longer versions of the ads. Brands are also using social video marketing to promote the commercials. Read the full article »

10 Metrics Every Video Advertiser Should Measure In 2014

| | MediaPost's Online Video Insider - Avi Brown
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Every web video marketing campaign should include video analytics on a number of key data points. Standard video metrics for online video advertising include reach, frequency, gross ratings point (GRP), demographics, time spent, completion rate, drop-off point, brand lift, optimal frequency, and viewable CMP. Read the full article »

Advertisers Crave More Video Ad Targeting, Study Finds

| | MediaPost's Online Video Insider - Daisy Whitney
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A new joint report from Forrester Research and Videology found that 51 percent of brands noted the ability to reach consumers was a key element to online video advertising. The report was based on a survey of 150 advertisers, media companies and agencies based in the United States and Canada. Cross-screen planning and the lack of effective measurement are two biggest issues within the video ad space. Read the full article »

The Truth About Programmatic Web Video

| | Adweek - Anthony Rushton
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While there can be problems associated with programmatic video buying, many advertising agencies are looking for this type of inventory for online video advertising campaigns. The three biggest issues related to programmatic video buys are verifying the inventory and delivered impressions, understanding the types of video ad units and inventory being purchased, and not relying solely on technology to verify campaign results. Read the full article »

Marketers Must Combine Metrics to Measure Digital Video Ad Success

| | eMarketer
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The new “Digital Video Ad Metrics: Making the Most of the Measurement Toolbox" report from eMarketer looks at the relevancy of key video analytics. A best practice for analyzing the success of a web video marketing campaign is to look at a number of key metrics, including video impressions, clickthrough rates (CTRs) and video watch-to-completion rates along with social video engagement and brand health assessment. Read the full article »

Digital Video Ads: Different Goals Need Different Tactics

| | The Agency Post - Jim Madsen
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When organizations have determined the goals of online video advertising campaigns, top-of-funnel awareness is almost always the main focus of a video ad strategy. This means that tactics including customer acquisition and lead generation are often less of a focus for web video marketing than general branding. Video content and video communications distribution are key ways to make video marketing generate more results than pure brand-recall. Read the full article »

The Tiny Agency Behind 'Devil Baby' Is Scaring Up Good Busines

| | Mashable - Todd Wasserman
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An online video ad created by thinkmodo for the upcoming movie release of the Devil's Due generated more than 25 million views within two days. This video has already outperformed, based on total views, the top six most-viewed videos on YouTube during 2013. The web video marketing campaign cost between $500,000 to $1 million to produce. Read the full article »

Americans Watched Record Number of Online Videos in December

| | MarketingProfs - Ayaz Nanji
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Over 35 billion online video ads were watched by Americans during December 2013. AOL distributed the most online video advertising inventory, according to the December 2013 US Online Video Rankings report published by Video Metrix. Over 40 percent of all videos viewed in December were video ads, accounting for 5.7 percent of the total viewing time spent watching video content. Read the full article »

2013: A Year of Rapid Growth in Online Video Ad Views

| | Marketing Charts
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More than 50 billion video views were generated in December 2013, according to data from comScore. The increase in video views during December can be attributed to videos watched on Facebook. A total of 35.2 billion online video advertising spots were viewed during the month, a 32 percent increase over November 2013. Read the full article »

Branded Video Views Dip After Marked Rise

| | eMarketer
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According to data from Visible Measure, the number of branded online video ads increased from 1.1 billion views in Q3 2012 to 1.78 billion views during Q4 2012. In Q3 2013, there were 1.71 billion consumer video views. The top category for video views was the electronics business vertical. Electronics netted 3.16.9 million views during Q3 2013. Read the full article »

This year will change everything for video advertising

| | iMedia Connection Blog - Irfon Watkins
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The online video advertising segment is poised for innovation in 2014. Digital video is a key component of audience behavior, drawing brands and retailers online to reach customers. The growth of smartphones and tablet devices, coupled with the increase in hi-speed access make it easier to reach viewers via mobile video campaigns. Online video advertising offers advertisers a way to target and segment audiences to optimally reach viewers. Read the full article »

Old Spice’s ‘Momsong’ goes viral; video has terrifying ‘Chucky’ moment (video)

| | Examiner - Darla Hanger
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Old Spice's latest online video ad, "Momsong" generated nearly a half million views in a 48 hour period. The :60-second video spot is reaching audiences virally, due in part to the video's "creepy" approach. The video ad features mothers stalking their sons a la a horror film style in an attempt to deliver the message that a nice smelling man is a more preferred man. Read the full article »

Video Ad Views Have More Than Doubled Since Last Year

| | Search Engine Watch - Greg Jarboe
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During November 2013, 47.1 million online videos were viewed during the month, compared to 40 billion during November 2012. YouTube dominates as the top venue for video viewing, followed by AOL and Facebook. During November 2013, 26.8 billion online video ads were served, according to data from comScore. Video ads accounted for 36.2 percent of all video content viewed during the month. Read the full article »

The 10 Best Viral Video Ads of 2013

| | The Hub - Omar Akhtar
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Creativity was the common benchmark for 2013's best online video ads. The best video ads featured professional productions that emotionally resonated with viewers. Some of the best video communications produced in 2013 were created by small start-ups. Big brands are also well-represented on the list. Read the full article »

What Brands Need to Know About Facebook’s Autoplay Video Ads

| | Digiday - Jack Marshall
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The new online video advertising units that will appear on the Facebook social media site will run automatically without sound. Facebook users will see the video ads in their feeds on both mobile and desktop devices. The video will play without sound, but if a user taps or clicks on the ad to view the video in a full screen mode, the audio track will start. At the end of the video, the viewer will be presented with two more video ads featuring the same brand. Read the full article »

Facebook to Start Selling Video Ads

| | The Wall Street Journal - Reed Albergotti, Ben Fritz and Suzanne Vranica
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The Facebook social networking site will begin selling online video ads that will automatically play in users' news feeds. The first video ads, which will not be aired with volume, will begin to appear on Facebook Thursday, December 19th. Lions Gate Entertainment will be running one of the first video ads in support of its new film "Divergent." Pricing for the new video ad units has not been disclosed. Read the full article »

The Number of Online Video Ads Is Up 205% in the Last Year

| | Adweek - Mike Shields
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The number of online video ads delivered in 2013 grew by 205 percent according to data from comScore. However, ad-serving technology companies including Vindico feel that the dramatic increase in the number of video ad impressions served was largely manufactured. According to data culled by Vindico, 57 percent of 2.7 billion video ads served over a two-month period were not viewable. Autoplay video units that appear under a page fold are a large driver to the high amount of unviewed video ads. Read the full article »