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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.

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 model of brands speaking to their audience in a one-way street is obsolete.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 »

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 »