Everything you need to know about online video marketing. Browse our most recent news stories and expert columns about trends in viral video marketing, video advertising and video search tools. Refer to our library of How To Guides for marketers creating video content for online viewing and viral distribution.

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Social Media, Mobile And YouTube Changing The Nature Of “TV”

social-media-tv A trio of reports sheds new light and visibility on how TV and digital video viewing habits are changing with social media in the multi-platform era. Viewing habits are shifting dramatically in large part because of on-demand viewing and the availability of programming across screens. According to the Ooyala Global Video Index (for Q4 2013), based on behaviors observed across its network of video publishers, smartphones and tablets are grabbing a larger share of video viewing time. The report looked video consumption on connected TVs, video on PCs, tablets and smartphones. While there [...]


Study: YouTube Exposure For Top Artists Costs Labels $40 Million In Lost Sales

youtube-featured Is availability on YouTube a plus or a minus for entertainment content? Google has consistently argued that YouTube introduces new audiences to content that otherwise wouldn't see/hear it and amplifies its visibility virally. There's anecdotal and empirical evidence for that assertion -- at least in a video or TV context. However, a new academic paper (via TorrentFreak and embedded below) argues that the availability of music on YouTube can dampen or depress music sales by as much as 10,000 units per week among the most popular releases. The researchers, from the University of Colorado [...]


Nonprofit Save The Children Takes No. 1 Spot On YouTube’s March Ads Leaderboard

youtube-logo-200 Following the recent introduction of its quarterly Brand Channel Leaderboard, YouTube has posted a March Ads Leaderboard, ranking its top ten paid ads for last month based on viewcount. According to YouTube, the No. 1 video ad for the month is from a nonprofit organization. With over 28 millions views, Save the Children UK's "Most Shoking Second a Day" video outranked videos from brands like Samsung, Old Spice and Subaru. There is a notable disparity between the number of views for the top two videos and the rest of the list. Both the No. 1 and No. 2 videos generated over 20 million view [...]


April Fools Day “Google Maps: Pokemon Challenge” Video Goes Viral

Google Maps Pokemon Challenge April Fools Video A video that started out as one of Google's many April Fools Day pranks last week has gone viral. The "Google Maps: Pokémon Challenge" video currently ranks No. 2 on Unruly's top 20 chart of most shared videos, with more than 480,000 shares since its March 31 release and over 13.5 million views. The video is a spoof recruiting film to introduce an actual Pokémon Challenge game created by Google where players were tasked with locating Pokémon characters using Google Maps on an iPhone or Android device. The video includes a cameo from Google Maps VP Brian McClendon who claims, "We've [...]


YouTube Gives Your Video Descriptions More Display Space

dove_YT YouTube has made a subtle but welcome change to its video pages, expanding the default display of the description to five lines from two. Here's how that looks: Previously, savvy YouTube producers jammed as much information as possible into the first two lines of description to ensure viewers could see all the important bits without clicking on the More button. Now, descriptions can be written in a more conversational style and include links later, which is as noted by the ReelSEO blog, "... great news for those of you who have multiple links you want to put into the description box [...]


Report: Millennials Spend 48% More Time Watching Online Video Than Average Internet User

Video click Online video continues to be in high demand. According to comScore's newly released Digital Future in Focus report, 85 million daily viewers are consuming online videos, with Millennials spending 48 percent more time watching them than the average internet user. "Young people and Millennials are increasingly difficult to reach via traditional media, but they are the most engaged viewers of online video...and they readily use this medium for consuming premium scripted content," claims comScore. Analyzing online video trends, comScore reports YouTube reaches 84 percent of the 85 million da [...]


New YouTube Creator Playbook Offers Brands An In-Depth “Content Creation Strategy”

youtube-logo-200 Yesterday, Google released a new YouTube Creator Playbook for Brands. A slight departure from previous versions of the YouTube Creator Playbook, this 100-page guide is directed specifically at brands, offering advertisers in-depth instruction on how to gain more leverage on the world's most popular video platform. "The Creator Playbook for Brands walks you through the steps to help you create, plan, and implement a YouTube content creation strategy," writes YouTube's head of audience development Vanessa Pappas in a blog post announcing its release, "From tips on how to create videos to v [...]


Stock Video Provider Dissolve Mocks Itself With “This Is A Generic Brand Video” Video

Dissolve logo After finding Kendra Eash's "This is a Generic Brand Video" on McSweeney's literary website, the stock video provider Dissolve couldn't resist turning Eash's words into an actual generic brand video, mocking the very services it provides. From the company's website: The minute we saw Kendra Eash’s brilliant “This Is a Generic Brand Video” on McSweeney’s, we knew it was our moral imperative to make that generic brand video so. Created entirely with Dissolve's own stock footage, the "generic brand" video mocks every marketing video that has ever used things like a science lab to co [...]


Would The Real Ronald McDonald Please Stand Up? Taco Bell Takes Shot At Biggest Competitor

Taco Bell Ronald McDonald screen capture Taco Bell is taking a direct shot at McDonald's to launch its new breakfast menu, using the fast food giant's favorite namesake "Ronald McDonald" in a series of TV ads. "It's not surprising these guys are loving Taco Bell's new Waffle Taco...what is surprising is who they are," says the voiceover in one of Taco Bell's latest commercials. Who they are turns out to be a number of people named Ronald McDonald, all enjoying Taco Bell's new breakfast menu. In response to Taco Bell's campaign, McDonald's set the record straight on Twitter yesterday, posting a picture of its "Mayor McCh [...]


Watching Video Through A Reddit Filter Just Got Better

reddit.tv If you like watching random videos on the Internet but want them a bit less random, you can tune into reddit.tv. Launched in 2009, reddit.tv pulls video posted on the link-sharing network into a dashboard, allowing viewers to "easily flip through the hottest videos of the day and see what’s going on in your favorite subreddits or what’s popular on reddit from your favorite websites and platforms." Yesterday, the site updated its layout with an HTML5 player, a larger video screen and a slicker overall look. The main video source is from the r/videos subreddit, but there are als [...]


Twitter Makes Video Watching Easier With One-Click Inline Viewing

nbatwitter Continuing its multimedia push, Twitter is rolling out a feature to make watching videos on the platform much easier. As reported today by the New York Times, the social media network is using Twitter Cards to give video a more prominent display in users' timelines. Instead of showing up as a link, that requires several clicks to view, video items will display with an inline thumbnail. It's how Twitter's six-second Vine video already show up and is obviously more clickable. This is a natural enhancement for Twitter as it pushes to move beyond its 140-character beginnings. Last Octobe [...]


YouTube TrueView Ads Update Coming In April: What You Need To Know

youtube-logo-200 YouTube's TrueView video ads have become a wildly efficient way to reach large audiences at relatively low cost. Google has continued to refine the somewhat confusing options for TrueView ads and is set to make another change starting in April. This latest move is an effort to simplify the buying process while giving advertisers a full set of targeting options. Google already axed the in-slate ads that showed in videos that were ten minutes or longer awhile back. Now, it will reduce the number of ad formats from three to two by rolling up TrueView in-search ads -- the thumbnail ads that displ [...]


Lowe’s “Fix In Six” Vine Campaign Wins O’TooleBox Advertising Award

lowes-store-600 Last night, home improvement retailer Lowe's won an O'TooleBox Award for its "Fix in Six" Vine campaign. Created by BBDO New York, the Lowe's campaign answered the question "How can we help people improve their homes in just six seconds?" Lowe's explained the inspiration for the campaign on its Vine Fix in Six website: In the first campaign of its kind, we used Vine as a way to bring useful home improvement tips to life. Using stop-motion animation techniques, we created over 50 six-second films that were as entertaining as they were useful. We called it "Lowe’s Fix in Six". The seri [...]


IAB Updates Digital Video In-Stream Definitions As Market Grows

IAB Instream Video Ads The digital video advertising market is expected to more than double by 2017 to $9 billion, according to eMarketer.  In response to this growth, for the first time since 2009, the Interactive Advertising Bureau has updated its “Digital Video In-Stream Ad Metric Definitions” and released them today for public comment. [caption id="attachment_76527" align="aligncenter" width="600"] Source: IAB[/caption] The point is to get the industry stakeholders speaking the same language when discussing the process of serving in-stream digital video ads. “Consensus on the language we use arou [...]


Apple Targets Brand Sensibilities: Will Debut Full-Screen, In-App Video Ads

apple-ipad-iphone-600 Full-screen video ads that launch automatically on iPhones and iPads will soon be a reality. According to a report in AdAge, Apple will debut the TV-like video ads through its mobile ad network iAds at some point this year. The ads would mark Apple's entry into the heated race to lure brand TV budgets online by giving advertisers compelling ways to re-purpose their already-produced TV ads for digital. Giving brands the ability to reach users with full-view in-app video ads on their iOS devices could prove very appealing to brands. Rather than expanding after being clicked on or hovered o [...]


French Video Site DailyMotion Adds Original Programming To Compete With YouTube

DailyMotion logo Feb 2014 According to a report yesterday from the Wall Street Journal, French-owned video sharing website DailyMotion has plans to launch six original programming series in an attempt to attract a larger US audience and become more competitive with YouTube. "People are looking for a Pepsi to YouTube's Coke," claimed DailyMotion's US managing director Roland Hamilton in the Wall Street Journal story. The French video sharing platform has a ways to go if it wants to compete with YouTube. The Wall Street Journal reports DailyMotion's unique visitors per month, including its syndication partners, tot [...]


Microsoft Scores Upfront Video Advertising Deal With Starcom MediaVest

microsoft icon 2012 Microsoft has inked a video advertising agreement with Starcom MediaVest Group (SMG) that gives the agency and its clients access to premium video inventory across Microsoft’s portfolio of digital advertising assets which includes Xbox, Skype, Ads in Apps on Windows 8, MSN and the Microsoft Video Ad Network. “Through our suite of devices and services, we can deliver a true cross-screen, premium video advertising experience at-scale that will unlock new opportunities to truly enhance brand connections with consumers,” said Stephen Kim, vice president for Global Agencies for Microsoft A [...]


Amazon Revs Its Advertising Power: Launches Video Ads Powered By FreeWheel

amazon-icon Amazon and FreeWheel, a video advertising technology provider, announced today that they have partnered to bring short form video advertisements to the e-commerce marketplace. Users will start to see more game trailers, movie trailers, how-to videos, and other endemic video content across several product categories in the search results. The companies say the videos will integrate relevant brands and e-commerce advertising experiences within the content. Call-to-action buttons such as "Shop Now" in a video game trailer will lead users to that title's page on Amazon with a single click. Mov [...]


Budweiser “Puppy Love” Ad Wins This Year’s Super Bowl With Over 1.3 Million Shares

puppy-love-ad-featured Budweiser has been declared this year's official Super Bowl brand winner by video analytics firm Unruly, with its "Puppy Love" ad generating more than 1.3 million shares. The ad received over a million more shares than the No. 2 spot, which was also a Budweiser ad. Budweiser won three of the top ten most shared ads this year, with its "A Hero's Welcome" taking the No. 2 spot, and "Ian Up for Whatever" taking the No. 5 spot. According to Unruly's data, Budweiser's heartwarming ad, featuring a friendship between a puppy and a Clydesdale horse, is already the sixth most shared Super Bowl ad [...]


Budweiser & Esurance Take Top Spots In Top 10 Most Popular 2014 Super Bowl Ads Online

Budweiser Puppy Love screen capture It looks like the Seattle Seahawks weren't the only big winners last night. According to video analytics firm iSpot.tv, Budweiser's "Puppy Love" was the No. 1 most popular Super Bowl ad online, with two more of the brand's ads making it into iSpot.tv's top ten list. Ranking Super Bowl ads based on online views and digital activity, iSpot.tv claims Budweiser held the No. 1, 2 and 3 spots during the game. But post-game, Esurance's ad starring John Krasinski has since taken over second place. Airing immediately following the Super Bowl, the Esurance ad asked viewers to tweet the hashtag #E [...]


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