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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.

Internet Video Marketing Is All About the Millennials

| | StreamingMedia - Troy Dreier
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Video marketing trends show that business marketing strategies are focused on a lot of millennials, who often don’t have TV and they’re getting content from the internet and mobile devices. Over 80 percent of millennials watch long-form video-related content and get what we consider “TV content” through internet streaming. Anna Robertson, vice president of Yahoo Studios and head of video at Yahoo states: “We are looking at that audience … We’ve got initiatives ... to cater to the vast Yahoo audience, but also to target that young population....”  There are key differences in how today’s young adults get their media and Gen Xers and Yers love mobile video viewing and thus mobile video marketing must... Read the full article »

The Year of Online Video Marketing: What We Saw and What’s Next for Businesses and Brands

| | Clickz - Tessa Wegert
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Advances in online video marketing during 2015 indicate that online video is the medium of choice for business advertising and marketing. “This year has been very much about video...” says Eleni Marouli, senior analyst with global research firm IHS Technology. As spending on other marketing mediums slows, digital, video production spend, and video ad marketing continues to see double-digit growth, largely due to people loving online video. According to media network Carat’s U.S. Ad spend forecast, online video, along with mobile video marketing, is in demand. Part of the credit goes to these reasons... Read the full article »

News Corp To Buy Video Ad Market Platform Unruly For Reported $90 Million

| | MarketingLand - Amy Gesenhues
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Video ad platform Unruly announced it is being acquired by News Corp for a reported $90 million cash payment, with an additional $86 million contingent upon performance objectives. News Corp CEO Robert Thomson said UK-based Unruly will complement News Corp’s traditional editorial and commercial expertise with insight into how people read, watch, buy and sell in the digital era using web video advertising and video marketing. The acquisition serves as a catalyst to help News Corp extend its expertise in the digital and mobile video marketing area to increase... Read the full article »

Survey: Marketers See Growth in Effectiveness of Using More Online Video Content

| | KO Marketing - Krystle Vermes
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According to a new 2015 Ascend2 survey titled, “Video Marketing Strategy,” the vast majority of marketers see positive results from use of videos. About 87 percent said their video marketing effectiveness is increasing, and half of these online video marketers claimed that the increase is “significant.” “This change in effectiveness is considerable compared to other marketing methods and reflects a fast growing rate of online video marketing adoption,” wrote report authors. Customer testimonials (51%), tutorial videos (50%) and demonstration videos (49%) are the most effective types of videos and there is a rise in... Read the full article »

The Future of Internet Video Marketing is Simple = More Video Content

| | AdWeek
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Cisco’s latest white paper on global internet provider traffic forecasts large growth of time online and this is good news for video content marketers. Fueling a lot of this is the growth is consumers feeding frenzy for online video marketing content. Cisco predicts that consumer’s internet video traffic will go from 64 percent in 2014 to surpass 80 percent by 2019, with consumer video on demand traffic doubling by 2019; with high definition content amongst that figure rising from 59 percent in 2014 to 70 percent in 2019. Cisco’s video content marketing trends show that mobile video related traffic is expected to grow the largest making it essential for online video marketing experts to... Read the full article »

Tech’s Biggest Names Unite to Create a New Online Video Format

| | wired - Klint Finley
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WITH a few notable exceptions some of the biggest names in tech: Amazon, Cisco, Google, Intel, Microsoft, Mozilla and Netflix are teaming up to revamp the way online video works. The companies joined together as the Alliance for Open Media to create a new open source video format, which will have a dramatic affect on online video marketing trends and how video experts create, distribute and track video content. The organization includes all three major web browser makers and some of the biggest players in online video (Cisco makes WebEx). Apple, which develops its Safari web browser, and Facebook are absent from the group... The new format makes it easier for web giants to move away from Adobe Flash and support... Read the full article »

Time Inc. Betting on Marketing with Video and Online Video: Hires GroupM’s Michael Erlinger to Head Up Video Expansion

| | TheDrum - Minda Smiley
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Time Inc hires former GroupM executive Michael Erlinger to the newly created role of senior vice president of business and legal affairs for television and online video marketing and video communications. Erlinger will oversee Time Inc.’s deal making for online video and will spearhead the development of business models for its expansion into web video marketing and communications.  Time Inc is doing this because recently online videos have generated more than one billion views during the past year across its brands, which include People, Sports Illustrated, and Cooking Light and have generated valuable ROIs of... Read the full article »

Three Powerful Forces Changing the Online Marketing Landscape [hint: lots of video]

| | marketingprofs - Mike Driscoll
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On every device where media is consumed—whether smart televisions, tablets, or smart phones— online video marketing and video communications is on the rise. This proliferation in screens will fuel an explosion in digital online video advertising for sales lead generation, as marketers finally have the best of both worlds: the engagement of video with the addressability of... Read the full article »

Farewell To Flash and Hello HTML5: What It Means For Online Video Marketing

| | Crunch Network - Vijay Balan
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Online video marketing publishers must urge buyers to prepare for the upcoming Flash-pocalypse. It’s happening and you better be prepared to ensure that your marketing with video strategies are up to “speed”. HTML5 is center stage on all viewing devices - computers and mobile - and is the predominant creative format for viewing promotional videos and sales video online, which was validated by moves by Google and Mozilla/Firefox browsers accelerating the transition to HTML5 for everyone. A Flash-free world will be better because... Read the full article »

Google Takes YouTube Video Content Inventory Off DoubleClick AdX

| | Mediapost - Tyler Loechner
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Google announced plans to remove YouTube inventory from the DoubleClick Ad Exchange by the end of 2015. “For [online video marketing] advertisers, this is an unfortunate development as they are now effectively prohibited from buying non-skippable video ads and from using data for targeting on YouTube,” said Brett Wilson, co-founder and CEO of TubeMogul, an online video marketing and content marketing advertising platform. This signals that Google is tightening its grip on YouTube inventory. However, it does not mean that no YouTube ads will be ... Read the full article »

Akamai Wins Over Limelight in $45M Patent Infringement Ruling

| | StreamingMedia - Troy Dreier
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The nine-year odyssey may now be at an end. The country's top patent court yesterday ruled unanimously for Akamai, reinstating the previous $45M patent infringement jury verdict. Limelight, arguably the leading content delivery network (CDN) and video marketing, video communications solutions, and video tracking software companies in the world, the court said is responsible for infringement of any patents and processes by BOTH Limelight AND any third-party who uses Limelight. The court continued and states that since Limelight's CDN "directs or controls" its customers’ actions then... Read the full article »

The Top 10 Online Video Sites and YouTube Marketing Channels

| | MarketingProfs - Ayaz Nanji
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Over 193 million Americans watched online video content via desktop computers in June 2015 ALONE, according to comScore Video Metrix data. Google, driven primarily by YouTube.com video viewing, ranked as the number one website video content property with over 172 million desktop unique viewers from the United States. The other "Top 10" internet video marketing and video communications content websites, which any expert executing internet video marketing strategies should consider using, include... Read the full article »

The Most In-Demand Digital Marketing Skills

| | MarketingProfs - Ayaz Nanji
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Which digital marketing skills and job titles are highly sought after? And how much do those in-demand positions pay, on average?
To find out, Moz and Fractl analyzed 75,315 job listings posted on Indeed.com in June 2015 containing 10 digital marketing keywords, such as "content marketing," "SEO," "social media marketing," "inbound marketing," "PPC," and "Google Analytics." Read the full article »

YouTube Announces New Mobile Site Design, Diamond Playback Buttons, and More

| | Marketing Land - Danny Sullivan
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YouTube CEO Susan Wojcicki took the stage at Vidcon in Anaheim, CA, the annual conference for video creators and fans, to unveil a new mobile design for the website and app, as well as a new "diamond" playback award for Creators who have surpassed 10 million subscribers. This award joins the gold and silver playback awards for Creators who have surpassed 1 million subscribers and 100,000 views respectively. Some 35 accounts are eligible for the award and many were in attendance at Vidcon to receive it. Wojcicki called Creators the "reinventors of television" and summed up her speech by saying that YouTube has always and will always invest in them. Amidst the accolades, Wojcicki also revealed new YouTube statistics. Read the full article »

Three Current Trends in Video Marketing

| | 1to1 Media - Judith Aquino
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We know that video marketing ad spending is going up. But what about trends in video content marketing? 1to1 Media addresses the three main trends that are emerging this year in video marketing and they shouldn't be a surprise. After all, we've already talked about the importance of mobile and , but we haven't yet explored "shoppable videos" yet, which 1to1 Media also identifies as a trend. What do you think? Are shoppable videos part of the future? Read the full article »

Why You Should Increase Video Budgets (Even If the ROI Isn't Clear)

| | Brafton - Lauren Kaye
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A recent study from Interactive Advertising Bureau (IAB) and DigitasLBI suggests that 64% of marketers are increasing their video content marketing budgets, even though 45% are worried about the ROI. How do you justify creating content that you know in your gut works but it's not translating into the numbers right away? With more marketers turning to data over intuition it's even more important to be able to justify it. Read the full article »

Brand Advocacy Is the New Cool Amongst Millennials

| | Marketing Magazine - Timothy Armoo
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The traditional model of brand awareness isn't going to work for Millennials, Marketing Magazine reports. The "Hey, look at me!" model of brands speaking to their audience in a one-way street is obsolete. Now brands should look at creating "an army of advocates who spread their message within their audiences." How does this translate to B2B models? As Millennials continue to enter the workforce you have to be able to talk to them in a way that they understand. Using YouTube Influencers is one way of reaching out to them on the level they want to communicate at, whether it's B2C or B2B. Read the full article »

4 Billion Daily Views and Counting for Facebook Video

| | Marketing Land - Martin Beck
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Yesterday Facebook CEO Mark Zuckerberg announced that Facebook is now home of over 4 billion video views a day. This may be thanks in part to Facebook's effort to woo publishers into posting Facebook-only content. More than 75% of video views have come from mobile browsers, reiterating the fact that users are turning to mobile more and more for their video watching. Facebook COO Sheryl Sandberg calls it a "ripe opportunity for marketers." Read the full article »

American Watching More Video on Connected TVs

| | The Wall Street Journal - Mike Shields
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Building on top of the earlier report from eMarketer that revealed U.S. adults spend 5.5 hours a day streaming video content, the Interactive Advertising Bureau is releasing a report that states one-third of Americans own connected-TVs and one-third of those people stream video to their TV daily. This may be the tipping point from traditional TV watching to the new digital format. Read the full article »