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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.
AOL's video strategy needs to be clearly defined. Presently, video content is not clearly promoted on the AOL properties, nor does video readily appear in AOL's search results. Based on current successful video executions, it does not appear as though AOL wants to create a central video hub.
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One of the biggest trends in the digital video space is the emergence of first-rate video content accessible to viewers behind authentication and subscription. As more content migrates online, there will be more premium video advertising inventory available.
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Data from Conviva found that if a digital video takes longer than a few seconds to load, viewers will stop watching the video. Video content duration, the type of device the video is watched on and live video streaming can impact how a viewer will respond to the digital video content.
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Approximately 700 million videos are streamed on AOL's online properties each month. Beet.TV noted that AOL's audience consists of about 42 million unique monthly viewers. For the past six months, AOL has ranked second to YouTube in terms of the largest video platforms.
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At the D: Dive Into Media conference, Google SVP and chief business officer Nikesh Arora predicted that within five years 50 percent of ad budgets will be spent online. Today, online advertising accounts for only $100 billion of the $800 billion global total.
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While content creators who produce original videos for the YouTube video sharing site may not have the same level of respect and prestige as traditional broadcast TV professionals, these are individuals who have passionate followers. YouTube content creators could be a good resource for brands looking to create impactful video ad campaigns.
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The BBC will start a trial where new programming will be released online before it is aired on broadcast television. This year-long trial will allow up to 40 hours of TV programming to be offered digitally first.
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YouTube offers Content ID as a way to block copyrighted content. More than 4,000 media companies use Content ID to control their copyrighted products. However, piracy continues to be an issue with the video sharing site.
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MediaPost's Online Video Insider - Adam Singolda
The challenges facing video content creators in obtaining an aggregate audience of viewers. Content creators need to think in terms of channel subscribers as a Key Performance Indicator (KPI). Channel subscribers are ultimately more valuable than total channel views.
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As a way to attract content producers and ad dollars away from traditional TV, YouTube may be launching paid subscription for individual channels. Apparently a number of channel producers have been asked to submit applications for content channels that would only be available by subscription. Initial reports indicate that channel subscriptions will range between $1 to $5 per month.
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Many changes within the digital video space in 2013 will not be apparent to viewers. In particular, marketers are becoming more sophisticated with how they create and distribute web video marketing content. Additionally, online video ad budgets are expected to continue to grow.
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Forrester Research believes marketing will be used to describe both offline and digital initiatives. In 2013, 20 percent of the total marketing spend will be dedicated to digital media. This accounts for $50 billion worldwide. Marketers need to utilize offline and online tactics to create integrated marketing experiences.
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A round-up of predictions for digital video for 2013 from various video industry thought leaders. The growth of web video marketing may mean that one billion views will be needed by the end of the year for brands to appear in the comScore video ad charts. Additionally, most believe that video will continue to play an important role in content marketing.
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A study recently published by Cisco's Internet Business Solutions Group (IBSG( found that 70 percent of US broadband users view professionally produced video content on a weekly basis. The average viewing time for a US Web user is 100 minutes per week.
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Increasingly, viewers are seeking to have video content available to them whenever they want it. Analysts believe that 2013 will be an important year for TV Everywhere. TV and online video advertising has been converging. Media buyers are increasingly asking for cross-channel buys that cover TV, digital, social, and mobile video opportunities.
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MediaPost's Video Insider - Ashkan Karbasfrooshan
Three trends that will shape the online video space during 2013 include the emergence of video networks from print publications such as Time Warner and Conde Nast, the continued funding for YouTube content channels, and the growth of mobile video viewing.
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AOL's AOL On video syndication arm is rewarding viewers with Swagbucks rewards when video content is viewed. AOL announced that their video ad revenue will jump from $10 million to $100 million this year, due in part to the 2010 acquisition of 5min Media.
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In a mobile-centric world, content context will become an important element to the marketing cycle. According to the Content Marketing Institute (CMI) and MarketingProfs, 57 percent of respondents believe that video content is effective in the B2B marketing cycle. However, when video ads are presented as content, audiences are turned off.
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MediaPost's Online Video Insider - Ashkan Karbasfrooshan
Web video marketers are increasingly turning to distribution sources that generate high viewer engagement. Additionally, the ability to quickly access content on mobile devices is critical - over 25 percent of YouTube's views are from mobile devices.
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Google's Channel programming approach has been successful enough to warrant the search giant to continue funding content providers. However, only 30 to 40 percent of the original content partners will receive additional funding.
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