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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.

How to Improve Autoplay Technology for Better Video Advertising

| | Venture Beat - Jeroen Wijering
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There are a couple of great benefits of autoplay technology in video advertising -- it creates more impressions and increased ad revenue. However, at the moment, the drawbacks seem to outweigh these straightforward benefits. Chiefly, what advertisers are seeing is consumer fatigue. Watching the same pre-roll video ad increases the likelihood of angry, irrelevant consumers who tune out instead of engaging with the advertisement. Marketers are then charged for inventory that a viewer barely watches and did not choose to engage with. This could lead to the same fate as the lowly banner ad, once a ubiquitous part of many marketing campaigns. Banner ads are now largely ignored thanks to ad blocking technology, which is getting more sophisticated and could spell the end of the video pre-roll as well. According to Jeroen Wijering, founder of JWPlayer, autoplay useage is currently short-sighted. Advertisers are trying to get as many impressions as possible without thinking about relevance or suitability. Instead, Wijering suggests that marketers use ad targeting to increase the likelihood of engaged and relevant impressions and conversions. Read the full article »

Unruly Unveils New Video Advertising Pricing Model

| | Marketing Land - Ginny Marvin
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Unruly has announced that clients will now only be charged for video advertising that has played for 30 seconds. This will ensure that advertisers will be charged only when an ad is fully played. Given that 46% of video ads are never seen, according to Google, this new pricing model is more inline with YouTube advertising practices rather than Facebook, where an ad is "viewed" after only three seconds. This "cost-per-completed-view model" allows advertisers to know that they are only being charged for "high-quality, high-engaged views". Given that there is no standard yet that has been adopted across social media platforms, this allegiance to the 30 second rule strikes a stance against other places where the viewability rate is much smaller and less likely to provide engaged leads. Read the full article »

Report: Advertisers Moving Towards More Programmatic Ad Buying Over TV

| | OnlineVideo.net - Troy Dreier
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Programmatic ad buying may be a new trend in video advertising, but many agencies are turning towards it in record droves. A recent survey by Unruly, a programmatic platform for social media advertising, reports that advertisers are moving their budgets away from TV and more towards programmatic buying. Survey responders cited the ability to target emotional and psychographic groups as a benefit of programmatic ad buying. As reported before, programmatic buying is a cost-effective practice that gets your video advertising in front of the best eyes, based on data collection. The report from Unruly also goes into the type of success markers video advertisers sought to measure their campaigns against. Read the full article »

Ad Blockers Leave Advertisers Few Choices

| | OnlineVideo.net - Jan Ozer
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Ad blocker technology has been around for a long time. When users install the program or extension to their browser, the ad blocker removes ad content from websites, giving the website a seamless, unobtrusive appearance. The technology was created around 2002 in response to unscrupulous advertising techniques and the threat of malware and spyware. Ad blockers may be why fewer than 50% of all video ads are actually watched. These extensions have left advertisers with few choices to getting their video ads played. Read on to find out how they're getting around the Ad Blocker conundrum. Read the full article »

The Sound of Silence - Adjusting to the Silent Video Advertising Age

| | The Wall Street Journal - Mike Shields
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Who ever thought the talkies would get replaced by silence yet again? Well now that many online users are consuming video advertising online, where autoplay doesn't include automatic sound, marketers and ad executives are now faced with this new challenge to attract views without sound. We've published a recent how-to guide on creating silent advertising videos. Now this article on the Wall Street Journal confirms that the trend is very much alive and growing. Read the full article »

Mobile Video Ad Spending Increasing But Still Experiencing Growing Pains

| | The Wall Street Journal - Nathalie Tadena
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eMarketer has released a report stating that mobile video ad spending is on the rise, which may spell the end of underpriced mobile ad space. As more people access content over their mobile devices, the success rate of mobile video advertising is increasing, as reported in Marketing Land. eMarketer analyst Jeremy Kressmann reports that while mobile video ad spending is increasing year over year, the industry is still experiencing "growing pains". Are you in on the ground floor or waiting until those growing pains subside? Read the full article »

Why More Marketers Should Embrace Video Advertising

| | The Guardian - Jerry Daykin
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The Guardian explores five reasons why online video advertising is beneficial for brands. While it's not meant to be a complete replacement for TV (yet?), it can be a good addition to digital marketing efforts that have thus far not been able to match traditional marketing techniques. Check out these five reasons why you should embrace online video advertising. Read the full article »

Google: 46% of Video Ads Never Seen

| | Advertising Age - Tim Peterson
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This is a rather alarming statistic -- according to Google, 46% of video ads across mobile and desktop browsers are never seen. That begs the question: should advertisers scale back on video ads if they're not being watched? Hard to say. Google's stats on video ads within YouTube are much better -- 91% of ads are viewed through the video platform, but the numbers could be skewed. Read on to find out how videos are being stealthily played on browsers. Read the full article »

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 »