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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 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 »

Infographic: The Change in 2014 Marketing Budgets

| | Marketing Tech Blogs - Douglas Karr
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A survey conducted by Econsultancy and Responsys found that 53 percent of UK-based companies planned to increase their online video advertising budgets in 2014. The overall marketing budget is expected to increase 60 percent over the year, with budgets for digital and traditional offline remaining the same in 2014 as they were in 2013. Read the full article »

Don't read this article about a successful video ad

| | BizReport - Helen Leggatt
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An online video ad created for Eat24 generated nearly four times as many watches as the company's next best video ad. The reason: Eat24 created the digital video ad with a short and simple message that encouraged viewers to skip the ad. Ninety-one percent of viewers watched the ad, which netted a 7.1 percent click-through rate (CTR). Also, Eat24 saw 75 percent more app downloads during the period the video ad ran. Read the full article »

Video Views Pick Up Steam on Facebook

| | Marketing Charts
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Due in part to a new algorithm from comScore, Facebook video views increased to nearly 5 billion during January 2014. During January, Americans watched 48.7 billion online videos, with Google the top web property for video viewing. The number of online video ads views generated during the month fell to 26.9 million, with online video advertising reach shrinking to 52.6 percent. Read the full article »

Amazon Launches Its Video Ad Business With Geico

| | Ad Age - Tim Peterson
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In what could be a threat to Netflix's and YouTube's video dominance, Amazon has introduced online video advertising. The first set of preroll video ads will appear with Amazon Prime Instant Amazon Studios-produced original series. The presenting sponsor for the Amazon video content will be Geico. Fifteen-second preroll video ads will be streamed before content that is not targeted to children. Read the full article »

Super Bowl Ads: The 4 Million Dollar Question

| | Adelie Studios - Eric Guerin
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Brands may be better off investing in long-term online video advertising campaigns instead of pricey media buys for events such as the Super Bowl or Olympics. Online video advertising and video communications can be a more effective way to build audience engagement compared to TV ads. Daily, more than 89 million Americans view online video. This is far more than the daily audiences for most television programming. Read the full article »

Branded Video Views Highest for Electronics, Auto Industries

| | eMarketer
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There was a 50 percent increase in the number of branded online video ads in 2013 compared to 2013 according to a report just published by Visible Measures. The consumer electronics industry ranked first in the amount of online video advertising displayed during Q4 2013, followed by ads for brands within the automotive category. Read the full article »

Big YouTube Channels Join Forces to Help Drive Ads

| | Adweek - Mike Shields
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The Global Online Video Association is a new nonprofit group created to bring foster online video advertising. Nine of the top YouTube "multichannel networks" (MCNs) have joined to create GOVA. These companies have built their businesses primarily via the YouTube video sharing network. GOVA is focused on working with advertising agencies, talent shops and YouTube. Read the full article »

WTF is real-time bidding?

| | Digiday - Jack Marshall
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The buying and selling of online video advertising impressions through real-time auctions that occur during the timeframe a webpage loads is what real-time bidding (RTB) is about. Ad exchanges or supply-side platforms typically facilitate RTB transactions. While RTB is a type of programmatic advertising, not all programmatic inventory is sold through RTB exchanges. Read the full article »

What Comes After Video Viewability?

| | MediaPost's Online Video Insider - Todd Pasternack
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Industry analysts expect the MRC and IAB to introduce a standard for in-stream online video advertising viewability in 2014. The video viewability standard is expected to be defined as an online video ad that is 50 percent within an audience's view for more than two-seconds. Publishers, ad servers and vendors will need to offer this viewability measure. Read the full article »

Marketers: focus on video audience fragmentation, not cord cutting

| | Forrester Jim Nail's Blog - Jim Nail
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A new report from Forrester looks at the shift in viewing habits, from traditional television to digital video. As viewers begin to watch video content across multiple devices, marketers need to understand how to plan online video advertisign campaigns. Television ad strategies need to be updated to reach viewers accessing content via different avenues. Read the full article »

TV Everywhere: It’s Time to Monetize

| | Broadband Technology Report - Monta Monaco Hernon
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Forty-five percent of US cable subscribers understand the concept of TV Everywhere. In 2014, the advertising industry needs to monetize this new behavior. Better Nielsen Ratings measurement will help ensure that budget is moved from traditional advertising to online video advertising. Read the full article »

When Publishers Pay for Video Ad Views

| | Digiday - Jack Marshall
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A number of publishers using the Swagbucks system pay viewers for watching online video advertising. Swagbucks can be exchanged for gift cards to major US retailers. Publishers view Swagbucks as a way to drive audiences towards marketing content. Read the full article »

Why You Need To Care About Video Viewability

| | MediaPost's Online Video Insider - Brett Wilson
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Video viewability is a key component of video analytics. Most current video analytics systems only track viewability metrics based on publisher-level viewability. Most advertisers need to have domain-level visability, along with other metrics that are available but may not be displayed within reporting. Transparent video analytics that can verify that video ads have been viewed are needed for budgets to move from TV to digital. Read the full article »