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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.

Rutgers Business School Launches Online Viral Video Marketing Mini-MBA Program

| | PR Newswire
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Rutgers Business School announced today they will launch online Mini-MBA program "Viral Video Marketing: Social Sharing Demystified" on April 20. The new program is designed to increase brand awareness, improve consumer engagement and boost sales. Program Director Jennie Fine says, "the course is based on data that can be analyzed and applied to drive future success. This first-of-its-kind curriculum is developed by renowned experts in the field and is an engaging, relevant exploration of shareable media." The course is provided by Unruly, the creators of the Viral Video Chart and a leader in viral video creation since 2006.

Upon completion of this course, participants will be able to plan, create and deploy media that has a strong chance of being shared and "going viral." Their new knowledge will enable them to develop media strategies that promote brand awareness, create consumer advocates and loyalists, and leverage multiple channels to spread their messages broadly. Read the full article »

Integral Ad Science Buys Video Analytics Firm Veenome

| | Mr. Web
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New York-based ad intelligence agency Integral Ad Science has purchased Veenome, an online video analysis service. Veenome analyzes quality of content, "brand safety" and viewability of content. This acquisition will help Integral Ad Science assist brands to better measure placement of ads in video content. Read the full article »

Unruly Rules Viral Video Campaigns

| | London Evening Standard - Oscar Williams-Grut
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If you're curious to learn how to make your video content go viral you would take a step in the right direction by looking at UK-based agency Unruly or, better yet, just hire them to do the job for you.

Unruly has been at the forefront of digital video campaigns since before YouTube existed. One of their most recent successful campaigns was Dove Beauty Bar's sketches campaign, wherein women are given an opportunity to describe how they think they look to a police portrait artist, only to learn just how skewed their self-perception can be.

The co-founders believe that the era of digital video marketing campaigns is only just beginning. "It's analogous to the Big Bang," co-founder Scott Button says. Read the full article »

Long-Form Video Content Increasing Popularity [Report]

| | ReelSEO - Greg Jarboe
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The latest Video Monetization Report from FreeWheel for the fourth quarter of 2014 has identified a surprising trend. Well, a surprising trend for anyone who's not ReelSEO's Greg Jarboe. He explains why long-form content should be on every video marketing specialist's radar. The FreeWheel report reveals a "43% increase in video ad views on long-form content" between 2013 and 2014. Also, “Long-form content accounted for 52% of Programmer video ad views this quarter [Q4 2014]." This upward trend may be attributed to the new "digital living room" experience. While some may argue that viewer attention span is too short for long-form content to succeed, the report reveals viewers will watch "first-run shows and sporting events that stream for longer than 20 minutes", indicating that new and original content defies that assumption. Read the full article »

Serious Competition for YouTube in 2015

| | Forbes - Steven Rosenbaum
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Both Facebook and Twitter have announced recently that they have serious plans to gain a foothold in the video marketing territory currently dominated by YouTube. And with the fact that YouTube is still trying to make a profit for Google, after ten years of existence, this competition will surely be fierce.

Steven Rosenbaum of Forbes goes into the new driving visions of Facebook and Twitter that may dethrone the king of streaming video content. One expert believes that Facebook could be the catalyst for new types of web video ads because of its unique content delivery system -- the newsfeed. Rosenbaum calls it "backwards TV." Meanwhile Twitter is experimenting with video by allowing users to upload up to 30-second clips. It will share a thumbnail of the video to the user's followers. Brands can use this feature to invite testimonials, show off products and allow users to get more personal with their audience. This is called "brand-centric narrowcast video." Users already build brand-centric communities through Twitter around short bursts of text. The video functionality will only increase the user's capability to connect with their fans. Read the full article »

How Deep Learning and AI will Change the Internet

| | Tech CheatSheet - Jess Bolluyt
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Artificial intelligence has long been touted as the next evolution for technology and the future may be closer than you think.

Deep learning -- "a type of AI that involves processing data through a network of simulated 'neurons' that have been trained using data derived from audio, images and other types of input" -- is already influencing technology. Read the full article »

5 Lessons All Small Brands Can Learn About Video Marketing

| | Reel SEO - Matt Pierce
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You probably haven’t heard of TechSmith the company, but you may have heard of Snagit and Camtasia, both products they make. We’re not an agency or a YouTube Creator, but a brand. Compared to Mountain Dew, Oracle, Dove, Geico, or to a lot of companies highlighted at the ReelSEO Summit, TechSmith is tiny. They're not in every store or the software that everyone must have. So all of that to say, what does a small business take away from a conference like the ReelSEO Summit? A lot more than can be written here, but I’ll leave you with my top 5 online video marketing takeaways. Read the full article »

25 Actionable Items for Successful Video Marketing

| | Small Business Trends - Sujan Patel
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Successful internet video marketing may seem overwhelming. Especially if you have the thought in your head that you have to hire a full video production crew and have all the expensive equipment to go with it in order to produce online marketing videos.

The good news is that there are several affordably priced HD camcorders on the market, and your phone may even be able to shoot HD as well. Read the full article »

Video Marketing Survey: 71% Say Video Conversion Rates Outperform Other Marketing Content

| | Marketing Land - Amy Gesenhues
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With higher conversion rates and improved ROI, 69 percent of marketers claim they plan on increasing video marketing budgets.

According to a web video marketing benchmark report from online video marketing and video analytics platform Vidyard, 71 percent of marketers said their video content’s conversion performance was either somewhat or much better compared to other types of marketing content. Read the full article »

The Power Of Video -- The Premier Communications Tool Of Today

| | Forbes - Richard Tiland
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The use of marketing videos is so ubiquitous in our everyday lives, it has become part of our subconscious. We don’t even realize how much we know and learn from web video—news, commercials, documentaries, even YouTube. Comedians such as Jon Stewart, Stephen Colbert and Daniel Tosh have intertwined video into every one of their popular shows. Tosh’s own show Tosh.0 is entirely based on showing and then humiliating videos found on the Internet.

There's no denying it, the power of online video is strong and continuing to grow. Read the full article »

Video Marketers Prove ROI Better Than Text-Based Marketers [Infographic]

| | Marketing Profs - Veronica Maria Jarsky
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For many online video marketers, cost is the biggest obstacle to web video production. However, there is ample evidence to suggest that investing in web video marketing will be worth every penny.

Web video content is easier to track and measure than text-based content, according to Vidyard. Here's a look at the many metrics for video marketing you can use to prove ROI. Read the full article »

6 Conversion-Boosting Benefits of Online Videos

| | The Daily Egg - Sharon Hurley Hall
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The popularity of online videos continues to soar while traditional television viewership is faltering. Last year, web videos accounted for more than half of all mobile data traffic, but its trendiness is not what makes internet video marketing so appealing to businesses. Including video content in your site is known to increase your conversion rate, boost your click-thru rate, and improve the perceived quality of your website.

That’s why it makes sense to include video on your site. Here are 6 ways that using video boosts conversions, with the stats to back them up. Read the full article »

Streamhub Launches Online Video Analytics Service

| | Stream Daily - Todd Longwell
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Streamhub recently announced that it has launched a real-time video analytics service for the web video industry. The new video tracking and reporting service will pull data from its own services in addition to YouTube and other social media sites, including Facebook and Twitter, in order to to calculate key influencing factors affecting viewer engagement. Read the full article »

Online Video Trends: Devices, Demographics, Audience Size

| | MarketingProfs - Ayaz Nanji
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New research from the IAB based on a survey of individuals who watch online video content at least once a month reveals some intriguing online video marketing statistics, particularly for enterprise video marketers.

American adults prefer original digital video content to news, sports and daytime programming on television, and they like it almost as much as they do primetime TV. Read the full article »

Twitch Is the Web Video Juggernaut You Didn’t Know About

| | TheWire - Brian Feldman
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Reports broke on Sunday evening that YouTube, the uncontested leader in online video, was in talks to buy Twitch, a relatively niche streaming service, in a deal totaling more than $1 billion. The Wall Street Journal quickly amended Variety’s original report and claimed that talks between the two companies were only in the early stages, but the possible purchase would be YouTube’s most important yet. So, what is Twitch?

Twitch is a service for livestreaming video games (or more accurately, video footage of those games). Users host streams and usually offer live commentary as they play, reacting to the game in real time. This genre of online video—Let’s Play—is incredibly, and increasingly, popular. Read the full article »

How to Deliver Useful Marketing With Video Resource Microsites

| | SearchEngineWatch - Evy Wilkins
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Great marketing strategists bring their products to market by finding creative ways to help their universe of potential buyers solve problems faster, better, or cheaper. It's called utility marketing and it's about delivering interesting content to interested parties, instead of interrupting them in their tracks with pesky ads.

We are bombarded by brand messages and numb to advertisements. Ozgur Alaz illustrated just how difficult it is to break through the noise with this compilation of devastating stats for the traditional marketer. Few people click on ads. The vast majority doesn't even trust them. For a product to get our mindshare, it needs to earn its way.

Last year Jay Baer took utility marketing to the masses with his New York Times best-selling book, Youtility. His book explains how modern marketers should construct a process to continuously provide help and information that will attract buyers. It now seems a marketer's job resembles a training program developer crossed with a strategic communications professional. Read the full article »

TV Ad Dollars Slowly Shifting to Web Video

| | WallStreetJournal - Suzanne Vranica
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Increasing Portion of Broadcast and Cable Budgets Follow Younger Audience Online

Online video outlets are finally starting to chip away at television's hold on advertisers.

Several major advertisers, including MasterCard, Mondelez International and Verizon Wireless in the past year have moved a portion of the money they previously spent on television to online outlets, conscious that viewers are more frequently watching video online, ad executives say. And with online outlets in recent weeks unveiling plans to ramp up their programming, more shifts are likely, say media buyers.

Money for online video is "definitely coming out of TV," said Ben Jankowski, head of global media for MasterCard Inc., which shifted a small portion of its TV budget to online last year and will move more money this year.

Starcom MediaVest, a big ad-buying firm, said it shifted more than $500 million out of TV over the past 12 months, three quarters of which went to online outlets. The agency, which is owned by Publicis Groupe SA said it is planning a bigger shift during this year's "upfront" ad sales negotiations with major TV networks, which kicked off Monday. Read the full article »

Aol Buys Marketing Analytics Company Convertro For $101M

| | TechCrunch - Ingrid Lunden
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A day before its quarterly results, AOL, owner of TechCrunch, has announced another acquisition to beef up its ad tech operations. It is buying Convertro, a marketing optimization platform, for $101 million – $89 million in cash, $2 million in converted stock awards and a $10 million earn-out over 17 months.

AOL says that it will be integrating Convertro’s service — which lets a marketer look across different ad channels, formats, segments and so on to figure out things like which ads influenced which kinds of users and when – into AOL Platforms, covering services like Adap.tv, AdLearn Open Platform (AOP) and ONE, the company’s recently-announced programmatic effort.

The deal is an interesting one in that it points to how AOL has been gradually shifting its business not just to one based on ad revenues, but on making those revenues more high-margin and more intelligent — no surprise, since competing against the likes of Google or Facebook as a volume play with lower margins is a losing game. Read the full article »

National Geographic Launching 9 New Web Shows

| | StreamDaily - Aaron Leaf
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National Geographic magazine is now a multi-platform content behemoth dedicated to “digital and visual first.”

On platforms like Hulu and YouTube, National Geographic videos are getting a total of 685 million views a year and its the number one media brand on Instagram with 5 million followers.

At its first NewFronts presentation on Tuesday, executive vice president and worldwide publisher Claudia Malley announced the 126-year-old National Geographic would be attempting to expand this following by launching 9 new digital shows. Read the full article »

Keys to Video Success: A Look at 6 PR Daily Video Award Finalists

| | Business2Community - Shannon Ramlochan
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The growing demand for visuals in B2B marketing is self-explanatory; videos shed light on the humanity, heart, and sincerity of a business in a way that text alone cannot. These factors are what make visual content favorable among audiences and a vital part of any marketing strategy. PR Daily’s 2013 Video Awards is recognizing the organizations that have showcased an outstanding use of videography to share their messages, and our award-winning production team, MultiVu, is a finalist in 6 different categories.

To help you uncover your organization’s hidden stories, MultiVu’s Senior Producer, Evan Horisk, gives us the inside scoop behind each of the nominated videos and the results they achieved from using visuals to engage their audiences. Read the full article »