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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 Role Does the Vlogger Play in Video Advertising?

| | The Drum - Seb Joseph and Natalie Mortimer
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More and more brands are turning to Vloggers, video bloggers, to promote their products to a large, targeted audience. According to one beauty industry insider, "[Vloggers] are ludicrously important." Yet, is the vlogger's role important enough for your brand to start reaching out? There's some debate on that. Brands like L'Oreal, Domino's and Samsung say yes. But according to a GlobalWebIndex poll, "only 7 per cent of internet users have discovered a product via a vlog." That said, although product discovery through vloggers is still in its infancy, many viewers turn to videos for product demonstrations and reviews. Marketers are taking "calculated bets" on vloggers to reach people who are "further down the marketing funnel" and are seeing results. Read the full article »

Facebook Launches Anthology - A Video Advertising Matchmaker

| | Mashable - Jason Abbruzzese
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Facebook has launched a new program called Anthology that enables advertisers to work with a "closed group" of Facebook-selected media companies to create video advertising. The group is comprised of Vox, Vice, The Onion, Tastemade, Disney, Funny or Die or Electus. These companies are proven successful video content producers. Although this service now exists, brands can continue to work with outside production companies. Anthology will enable Facebook to make money off of its rapidly expanding video business, but there remains some challenges to getting brands on board. Read the full article »

The Four Stages of Video Ad Campaign Execution

| | BrightRoll - Maggie Jones
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Are you interested in using programmatic video ad sales for your video advertising campaign? Forbes has identified it as the next evolution of video advertising and Cream offers a rundown of the benefits in using the computer-based ad buying process. These tips on how to plan a prgogrammatic video advertising campaign will ensure real results come from your planning. Read the full article »

How to Make a Better Pre-Roll Ad

| | Vidyard - Joe Lee
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Five seconds is all you have to capture attention when you're working with pre-roll ads. While that may not seem like a long time, there are plenty of examples of pre-roll ads that work in that time. How can you improve the quality of yours? Perhaps this guide from Vidyard can help. Read the full article »

Stealth is Key to Social Video Marketing Ads

| | Business Insider - Tupac Pointu
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For Twitter, Instagram and YouTube, stealth is key when it comes to integrating ads into the respective social media platforms. Each company has a department that specializes in advising brands on how to integrate their advertising content into user feeds with as little disruption as possible. What's unique is that these departments are "scattered around the planet", to better ensure that content is region-specific.

"There are no borders. It's a global team that communicates from everywhere in the world, 24/7," according to Mailine Swildens, director of Zoo, the social media advertising department for YouTube, southern and eastern Europe, the Middle East and Africa. Read the full article »

Three Points to a Successful Video Marketing Campaign

| | LinkedIn - Mark Shea
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If you're only using video as "a medium of evidence", then you're not going to convince your buyers. An audience wants to know why your video is compelling them to do something--they need testimonials and action. This goes hand-in-hand with a recent post on using story archetypes to create compelling video content. Follow these three simple rules to create a successful video marketing campaign for your business. Read the full article »

Report: Video Content Increases Revenue by 20%

| | The Drum - Jennifer Faull
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According to the Association of Online Publishers (AOP) and Deloitte’s Q4 Digital Publishers Revenue Index Report sales revenue took a "leap" thanks to video advertising content. This was decidedly larger than the last quarter that saw only a 3.4 percent increase. Read the full article »

YouTube Targets Canadian Ad Market

| | The Globe and Mail - Susan Krashinsky
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YouTube has unveiled a new campaign to target Canadian advertising execs over the month of April, culminating in the "Pulse" presentation, modelled after TV's upfront presentations where broadcasters pitch their shows to marketers, ad agencies and media buyers. This announcement comes on the heels of Google's launch of Preferred in Canada, which identifies the top 5% videos for advertising. Read the full article »

Viral Videos That Were Really Advertising

| | News.com.au - Marcus Seeger
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Many viral videos are of the genuine, home video variety. For instance, David After Dentist, about a small child "tripping" on anesthetic after visiting the dentist, was viewed over 128 million times. What may surprise you are the videos you thought were home-made, but were actually cleverly-disguised ads. Read the full article »

Viewability the New Must-Have Metric for Video Ads

| | Think With Google - Neal Mohan
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Google recently published a study that revealed more than half of video ads never get viewed. To that end, Google is a fierce champion of viewability as a standard metric to measure for success, because if no on sees your ad it's not worth creating. Just having your ad viewed by an audience can increase the conversion rates by 50%. This cannot be ignored. Read the full article »

Video Better than Any Other Form of Media Marketing

| | LinkedIn - Jules Blundell
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If you haven't begun implementing video into your content marketing strategy you can be sure that you're falling behind the curve. Your competitor is likely already on the ball and seeing real return on his investment. It's hard to believe, but only 20% of text content is ready by users, whereas a full 80% will engage with a video. The writing is on the wall -- or, in this case, the screen. Your customers prefer video. Read the full article »

Video's Success Not Yet Enough for Bigger Budgets

| | Media Post - Gavin O'Malley
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Despite the hard truth that video marketing is becoming more and more successful, marketers are finding it difficult to get an appropriate budget to create quality video marketing content. This despite the fact that video marketing is also becoming more cost effective too. The question is, when will companies realize that approving the right budget for video marketing? Read the full article »

What Will Facebook Do with Video Advertising?

| | The Wall Street Journal - Mike Shields
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The talk amongst web content creators at this year's South By Southwest Interactive conference was Facebook -- what are its video advertising plans? Although there has been rampant speculation, with two different camps emerging, the social media giant remains silent as of yet. It's power and influence as a video distribution channel continues to grow. What are content creators speculating? Read on to find out. Read the full article »

Attracting, Engaging and Converting Your Online Community Using Web Video Marketing

| | Target Marketing - Tom Wilde
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Video marketing is a robust strategy for attracting, engaging and converting your market into buyers. So why is it not used more often? This article explains how an effective video marketing strategy can improve engagement with online communities and drive valuable engagements. The first tip is to keep them on your website. Do not send everyone to YouTube because you risk losing your audience as soon as the video ends. Read the full article »

Video Ads Performing Well on Facebook, But YouTube Still Accounts For More Views

| | The Wall Street Journal's CMO Today - Mike Shields
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Web video advertising campaigns running across the Facebook social media network are reaching viewers and generating views. Strategically, video ads placed on Facebook attract viewers in short bursts. However, video ad campaigns running on YouTube tend to amass views over time. Advertisers should consider these elements when determining where to purchase online video ad inventory. Read the full article »

PwC Study Shows Big Trouble For Cable, But Finds Viewers Overwhelmed

| | Mediapost's VidBlog - P.J. Bednarski
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"Feeling the Effects of the Videoquake" is a new PwC report that examines the web video advertising marketplace. The report found that viewers across all age groups are migrating to options including Netflix or Amazon Prime. Eighty-one percent of viewers are much more selective about the programming they are consuming, including how they watch content. Digital video is a key element to the viewing mix. Read the full article »

Samsung, Wieden+Kennedy Portland Reach Most Viewers With Branded Video This Year

| | Online Video Insider - Mallory Russell
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The top ten most viewed online video advertising campaigns for 2014 generated 83.4 million views. The two most popular video ads were created by Portland-based Wieden+Kennedy for Samsung and Nike. Samsung has seen a 100 percent increase in the number of video views obtained between 2012 and 2014. The electronics brand uses web video marketing in support of a number of different products. Read the full article »

4 big myths about video, busted

| | Digiday - Eric Blattberg
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Web video advertising will continue to grow due in part to marketers' admiration for visual storytelling. The challenge for web publishers is to fully monetize video ads by being able to validate viewability. The digital video ad marketplace is growing, but is not at a critical scale. Subscription video services still outperform online video advertising from a revenue standpoint. Read the full article »

Autoplay May be More Harmful Than Helpful

| | Direct Marketing News - Perry Simpson
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Consumers are not fans of autoplay web video advertising units. While web publishers and social networks continue to increase the amount of autoplay inventory, the user experience may be improved through other video ad units. Marketers should aim to create web video productions that entice viewers through message and creativity. Read the full article »