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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.

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 »

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 »