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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.

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 »

Video Viewing Increasing Among U.S. Adults

| | eMarketer
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According to a new survey from eMarketer, adults in the U.S. are going to spend an average of 5.5 hours watching video content each day this year. While the time they spend watching TV has been declining, and continues to decline, the opposite is happening in digital space. This makes the "media ecosystem" an even more complex place now. While people are no less interested in TV shows, it's where they are watching those TV shows that's changing the most. Read the full article »

Programmatic Video Ad Sales the New Way to Buy Ad Space

| | Cream - Guy Yalif
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Advertisers and agencies are adopting programmatic ad sales quickly, but it's still a fledgling practice that many marketers don't understand. Forbes recently reported that it's the preferred format of ad buying by agencies. But what is it? Programmatic advertising is an automated process of buying ad space. It's a cost-efficient method of using your budget to buy the best space for your video advertising. Cream asks an expert to weigh in on the benefits of using programmatic advertising and why you should consider using it too. Read the full article »

Make an Impression with Cinemagraphs

| | Business 2 Community - Elissa Marie
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If you've seen the Harry Potter films you may remember a particular feature of the wizarding world's newspapers - moving pictures. Cinemagraphs are technically photographs that have some sort of movement incorporated into them. These are high-quality GIFs that make a still frame come to life and leaves a lasting impression on the viewer. Business 2 Community explores the history of the cinemagraph and the steps you'll need to take to produce a gorgeous piece that will leave users wondering how a Muggle made that happen. Read the full article »

The Rise of the 3-D Mobile Ad

| | Adweek - Lauren Johnson
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During St. Patrick's Day week we reported about the 3-D Jameson mobile video ad that seemed to leap off the smartphone screen. This peek into virtual reality marketing is only the beginning of a growing trend of video advertising that bends the fourth wall.

"3-D adds an aesthetic element," said Layne Harris, vp of innovation technology at 360i, one of the agencies behind the Jameson campaign. "It has the ability to be more immersive and allow you to engage in ways that are different from the standard 2-D ads."

While these type of video ads are still experimental and in the early stages, we can already see what the future of video advertising could look like with augmented reality added to the mix. Read the full article »

Are Live-Streaming Video Apps Meerkat and Periscope Legal?

| | What Marketers Need to Know, Legally Speaking - Kerry O'Shea Gorgone
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The legality of live-streaming video apps like Meerkat and Periscope is just in its infancy. No one has really stretched the legal boundaries...yet. But, what we can acknowledge is that the legality of live-streaming video apps hinges on many of the same rules as other video and audio recording devices. Read the full article »