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Video Marketing Industry News and Trends
The latest articles and research making waves in the video marketing and video communications industries, including breaking news about video marketing platforms, trends in business video use and spending, and updates on leaders in the online video marketing and video communications industries.
As we keep an eye on the Digital NewFront sessions in New York City, it immediately became clear, it’s all about mobile, video and social. Every outlet is thinking about the smartphones that have become integral and indispensable in our lives. They’re all counting on that fact as they create new content and to that end, look for more and more video. This made us wonder who’s still reading but let’s get to the rundown of Day 1.
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In a new Interactive Advertising Bureau (IAB) study released on Monday, three out of four brand marketers and advertising agency executives said they expect original digital video programming to be as important as TV programming within the next three to five years.
The study is released at the start of the Digital Content NewFronts, during which media buyers check out the programming strategies of some of the topmedia companies in the U.S.
Additionally, sixty-five percent of the 297 ad-buying executives polled for the study, which tracks advertiser attitudes towards the evolving digital video medium, anticipate that they will spend more on digital video advertising this year than they did in 2013.
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The marketing process for creating a video will identify many important factors. For example it is essential to decide the overall aim of the video, to identify the key messages and to understand who we are communicating with. For most video creators this will all be standard practice. The depth of analysis and the implementation methods may vary, but as long as this is all happening then the video stands a good chance of being watched in its entirety.
The call-to-action stage (which is normally near the end of the video) is where we hope to influence the viewers onward journey, providing them with a compelling reason to take the suggested action. But strangely, this all important stage is often 'hard wired'. In 99% of videos it will be to contact the company, place an order online or some other similar definite action.
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Yahoo's reportedly planning to launch a web video platform in the next few months, and it intends to fill it with familiar faces and professionally made clips. How? By poaching some of YouTube's biggest stars, at least according to Recode. The website's sources say Mayer and her crew are trying to win over popular YouTubers with the scent of money. Yahoo's apparently offering them (presumably) large guaranteed rates or bigger ad revenues for their videos, in an attempt to benefit from YouTube users' increasing discontent about how little they're earning on the platform. The company even promised them extensive marketing and the chance to promote their clips on Yahoo's well-trafficked home page.
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Two major players in online video advertising, Ebuzzing and Teads, are merging to create a new company with plans to list on the NASDAQ in 2015. Both companies are French, and have separately been developing "outstream" video advertising – allowing the distribution of video advertising outside of traditional video editorial. Ebuzzing has been working with advertisers since 2007, while Teads has been working with online publishers since 2011.
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SQAD, based in Tarrytown, N.Y., bills itself as "the largest independent source in the U.S. for TV, radio and digital costs and analysis."
By comparing four media bases--display, cable TV, network TV and in-stream video--SQAD determined "the average CPM for an in-stream online video advertisement in 2013 was $23.03, or 38 percent higher than the average A18-49 CPM for cable TV." The research determined that network TV was the most expensive advertising medium.
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Microsoft is prepping for a launch of its new video advertising service in the UK to rival Google’s YouTube, which commands a huge share in the segmen
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The Wall Street Journal - Drew Fitzgerald and Shalini Ramachandran
Netflix streaming video content is taking longer for users to download due to a decrease in prime-time speeds. On Verizon's FIOS network, Netflix's prime-time speeds saw a decrease of over 14 percent in January 2014 compared to previous months. As more viewers stream video content, the infrastructure that supports streaming video is being strained. Most US broadband companies need to upgrade their infrastructure to support long-form streaming video content.
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As a video company that provides tools and technologies to web publishers to help create and sell video ads, FreeWheel has entered into a number of new partnerships with companies including AOL and Amazon. A core component to FreeWheel's products is a Ratings Based Planning tool.
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Amazon has entered a deal with FreeWheel. The video company is slated to provided technology that will enable Amazon to create an online video advertising business. FreeWheel previously worked with Amazon to serve ads in a number of TV shows available for viewing on the Kindle Fire device.
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With consumers using more devices to consume video content, the Sochi Olympics are expected to be another major event where viewers access video via different devices. For events, such as the Olympics or the NCAA Men's Basketball Championship Tournament, online video viewing provides an opportunity for viewers to engage with video content that they traditionally could not access. Mobile appliances have been one of the fastest growing devices to view sports-related online video content.
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Over 135 million unique viewers watched content on Vimeo during 2013. The video company released over 106 products during the year. With 22 million registered members, there were 4.9 billion video plays on Vimeo in 2013.
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TubeMogul has added a viewability-reporting feature to its dashboard. The video company said that the new viewability-reporting element will give marketers an understanding of where their video ads have been viewed. The new tool was designed to improve ad avoidance to enable video ads to reach viewers.
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Today, Akamai delivers up to 30 percent of the global web content. Video comprises a vast majority of the delivered digital content. Video is set to grow to 69 percent of the total worldwide web traffic by 2017, according to forecasting from Cisco Visual Networking Index (VNI). Video is the largest digital application, especially since online video includes business video communications.
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Over 45 billion video streams were processed by Conviva's Intellegient Control Platfrom in 2013. This is an four-time increase over the number of streams processed by the video company over the past two years. The streams were viewed across devices by more than 1.6 billion different devices.
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The Jun Group has received 2.5 million in venture funding to enable the video ad platform company to focus on the mobile ad-serving business. Mobile traffic now consumes 30 percent of the Jun Group's overall business portfolio. Mobile video ads traffic across the Jun Group's video ad platform 35 percent in 2012 and 70 percent in 2013.
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Ireland-based Taggled TV, which enables users to insert interactive tags within video content, has secured a $500,000 round of funding. The new funding will enable the video company to expand into other markets. Taggled is a free tool that let's users tag video content.
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Public relations agencies are offering video content and video communications development services to clients. Weber Shandwick is the latest PR agency to create video content on behalf of clients. The Interpublic Group of Companies agency will produce video content for "Live@Sundance," a YouTube channel for the Sundance Film Festival.
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There are three different legislative bills that could change the online video market place for consumer audiences. Congress is responding to the rapidly growing popularity of digital video streaming services combined with the rising cost of cable and satellite TV subscriptions. While the vast majority of Americans still subscribe to cable or other services, 5 percent of the paid TV audience now falls under the "cord cutting" category.
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During 2013, 50 percent of video programming served by Hulu was viewed on second screen devices, including mobile phones and tablets. Hulu is expected to reach $1 billion in revenue before the end of the year. Last year, the video service generated $695 million. Fifty percent of Hulu shows watched on second screen devices are within a user's living room / home setting.
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Two major players in online video advertising, Ebuzzing and Teads, are merging to create a new company with plans to list on the NASDAQ in 2015. Both companies are French, and have separately been developing "outstream" video advertising – allowing the distribution of video advertising outside of traditional video editorial. Ebuzzing has been working with advertisers since 2007, while Teads has been working with online publishers since 2011.
Microsoft is prepping for a launch of its new video advertising service in the UK to rival Google’s YouTube, which commands a huge share in the segmen
Amazon has entered a deal with FreeWheel. The video company is slated to provided technology that will enable Amazon to create an online video advertising business. FreeWheel previously worked with Amazon to serve ads in a number of TV shows available for viewing on the Kindle Fire device.
Today, Akamai delivers up to 30 percent of the global web content. Video comprises a vast majority of the delivered digital content. Video is set to grow to 69 percent of the total worldwide web traffic by 2017, according to forecasting from Cisco Visual Networking Index (VNI). Video is the largest digital application, especially since online video includes business video communications.
Over 45 billion video streams were processed by Conviva's Intellegient Control Platfrom in 2013. This is an four-time increase over the number of streams processed by the video company over the past two years. The streams were viewed across devices by more than 1.6 billion different devices.
Public relations agencies are offering video content and video communications development services to clients. Weber Shandwick is the latest PR agency to create video content on behalf of clients. The Interpublic Group of Companies agency will produce video content for "Live@Sundance," a YouTube channel for the Sundance Film Festival.
There are three different legislative bills that could change the online video market place for consumer audiences. Congress is responding to the rapidly growing popularity of digital video streaming services combined with the rising cost of cable and satellite TV subscriptions. While the vast majority of Americans still subscribe to cable or other services, 5 percent of the paid TV audience now falls under the "cord cutting" category.