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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.

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 »

Why the Perfect Storm for Super Bowl Ads Will Continue

| | VideoNuze - Will Richmond
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The role that online video advertising plays in the pre-launch of Super Bowl ads, coupled with the fragmentation of TV viewers and ongoing media coverage of Super Bowl advertisers have made Super Bowl ads more valuable. 2014 Super Bowl ads released ahead of Sunday's game generated twice the number of views that were generated in 2013. Read the full article »

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 »