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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Adap.tv And FreeWheel Will Power Programmatic Pilot With ABC

ABC Premium Programmatic In a move to automate the buying and selling process of premium digital TV ad inventory, AOL's Adap.tv and Comcast's FreeWheel announced a new partnership today. Adap.tv's demand-side platform (DSP) will power the buying side of the programmatic pilot that ABC announced during its TV Upfront this spring. The DSP will integrate with FreeWheel's Fourfronts private marketplace on which ABC will sell its digital video inventory. Agencies MAGNA GLOBAL, Optimedia and Starcom MediaVest Group have signed on to test out the technology partnership during the trial. The pilot brings together all [...]

Nielsen: Cross-Channel Campaigns Aren’t Living Up To Their Potential

Integrated campaign overlap A new Nielsen study suggests that integrated ad campaigns that incorporate exposures on both TV and online aren't delivering any better results than when TV and digital campaigns are planned separately. The weakness, according to the study, lies in planning for online. Online and mobile video viewing numbers are relatively small now, but as the report illustrates, digital video viewing is growing much faster than TV viewing and will only continue to catch up. We're already seeing brands starting to shift ad dollars from TV to online. [caption id="attachment_85298" align="aligncenter" wid [...]

How To Create Memorable Mobile Video Content: Tips From 3 Pros

video2 It probably won't surprise you that a majority of the usage on today's popular social platforms is via a mobile device. In fact, of the big six (Facebook, Twitter, LinkedIn, Tumblr, Instagram and Pinterest), only Tumblr (54%) and LinkedIn (74%) have more desktop usage than mobile (source: Wall Street Journal). A statistic that may surprise you, however, is the fact that now, 40% of all YouTube watch time comes from mobile devices. Considering the fact that social networks are major drivers of video consumption, this number will continue to skyrocket over the next few years. Because hu [...]

Is It Over? Nike, Samsung & Castrol Are Already Dominating World Cup-Related Social Video

unruly-main Soccer's World Cup is still two weeks away, but several brands have already built a commanding lead in the competition to cash in on the most popular sporting event on Earth. Nike, Samsung and Castrol are dominating the social video playing field, according to a report by video metrics firm Unruly, which ranked brands by the total number of shares their World Cup-targeted videos have received on Facebook, Twitter and blogs. As of May 22 when the snapshot was taken, Nike led with 1.28 million, and Samsung (971,504) and Castrol (962,206) had just shy of a million. Fourth-place Coca-Cola wa [...]

Yahoo Launching Video Service To Compete With YouTube This Summer

yahoo-featured According to a report on AdAge.com yesterday, Yahoo is planning to launch their video service later this summer in an effort to compete with Google's YouTube. "For video creators dissatisfied with YouTube, Yahoo has a compelling pitch: more generous revenue-sharing deals, or fixed ad rates that are significantly higher than YouTube is currently delivering to creators," writes Ad Age reporter Tim Peterson. Peterson goes on to say YouTube creators have a history of being displeased with YouTube's standard revenue split, with Google getting 45 percent of ad revenue. Ad Age claimed Yahoo is [...]

Digital Video Advertising Becoming Next Frontier For Ad Fraud

online-internet-fraud-featured As marketers increasingly shift brand advertising budgets from television to digital video, online ad fraud perpetrators are shifting their focus from lower CPM static banners to premium digital video ads from leading brands. Programmatic, or automated, ad buying technology used increasingly in media buys for digital video makes bogus ad views harder to track, and fraudsters continue to display ever-evolving ingenuity in their scams. Reporting by the Wall Street Journal spotlights some of the latest tactics being used to defraud the booming digital video ad ecosystem. Lured by the promise [...]

YouTube Asks Creators For Feedback On Upcoming Mobile App & Monetization Opportunities

youtube-featured YouTube is working on multiple new updates for creators, and wants their feedback before rolling out the new features. According to the video, creators will eventually have access to a mobile app that lets them manage their channel from their phone. YouTube is also investigating new monetization opportunities through ad revenue, and making it possible for fans to fund creators via their YouTube channels. Creator product management director Matt Glotzbach mentioned new crowd-sourced caption capabilities as well, "We're working on a community captions project that would allow you to let [...]

OpenX Releases SDK For Mobile Video Advertising In iOS And Android Apps

OpenX Mobile Video Ad SDK OpenX Technologies released a software development kit (SDK) today to help developers monetize their apps with mobile video advertising. “As mobile usage growth continues to soar, publishers are seeking more sophisticated ad formats beyond the simple mobile banner, which has become less effective,” said Martin Price, head of mobile products, OpenX in a statement. “Video has shown tremendous potential as a meaningful advertising medium, especially on mobile devices." The SDK is available for both iOS and Android developers and supports new video ad formats including pre-roll, mid-ro [...]

VIDEO + SLIDESHOW: The Coming Online Video Tsunami

video-content-money-featured In just three years, the number of online video viewers is expected to double to 1.5 billion. In addition to viewers on YouTube, Vine and other online aggregators, traditional publishers like the New York Times are allowing non-subscribers unlimited free access to video content. With the proliferation of mobile devices and fast internet connections, video consumption is increasing at a rate faster than any other type of online content. Savvy marketers are preparing now to ride and monetize this trend with increasingly innovative approaches to "capturing user eyeballs" and winning with so [...]

Report: YouTube To Purchase Twitch, The Leading Video Community For Gamers, For $1 Billion

twitch-logo-300x300 According to Variety, the popular gamer platform Twitch has struck a deal with the world's most popular Video site, YouTube. Former Ads & Commerce SVP Susan Wojcicki was appointed as YouTube CEO earlier this year, and is making a splash as this $1 billion dollar deal would be the single biggest investment by YouTube to date. Twitch is the largest gamer video community that see 45 million visitors a month (one million who upload videos each month)  and allows users to communicate, live broadcast and record their gaming experience. Twitch was started in June 2011 by livestreaming [...]

Mobile Video Ad Inventory Skyrockets, More Than Tripled In Q1 [Report]

mobile-video-tablet-600 [caption id="attachment_83607" align="aligncenter" width="600"] Mobile Video Ad Inventory Growth & CPM Change By Week[/caption] Mobile video ad inventory grew exponentially last quarter. In the US, the number of mobile video ad auctions increased 350 percent from the previous quarter according to TubeMogul's Q1 2014 update on the programmatic video advertising market. The average number of mobile video ad auctions on the TubeMogul platform topped 860 million in Q1, up from 192 million average auctions in Q4 2013, as consumers consumed more media on mobile phones and tablets. CPMs [...]

Nike’s World Cup Spots Rank No. 1 & No. 6 On YouTube’s List Of Top Ads For April

YouTube Ad leaderboard April 2014 YouTube has released its top video ads from April, with World Cup spots from three different brands making the list. At No. 1, Nike's "Winner Stays" video featured a number of World Cup players, including Cristiano Ronaldo, Neymar Jr. and Wayne Rooney. The ad earned nearly 50 million views last month, more than twice as many as the No. 2 video from Dove. Nike's "Risk Everything" ranked No. 6, earning the brand two spots on the top ten list - both with World Cup themes. Foot Locker and Castrol Oil were two more brands on the list whose spots included World Cup players. According to [...]

GE Beautifully Connects Its Technology With Humanity

ge_moon_power GE has always done a great job bringing personality to its technology by showing how it affects the lives of those who depend on it. A new series of videos from BBDO New York shares how the brand's  technology makes things possible. In one video, Kumiko's First Ultrasound, we learn the story of a Japanese doctor who travels from island to island on a jet ski to care for patients. One such patient is a pregnant woman who gets an ultrasound because GE makes a device that is small enough for the doctor to carry in a backpack. In a second video, we learn about life in Scotland's Orkney [...]

Study: Original Digital Video Programming Now Reaching 52 Million Viewers Per Month

online-video An in-depth study of online video viewing habits conducted by the IAB, in conjunction with media research provider GFK, found original digital video content consumption for US adults is up 15 percent over last year's numbers. The research from the Original Digital Video Consumer Study shows original content is generating an audience of 55 million viewers per month, with perceptions around original online programming considered to be innovative, edgy and unique compared to traditional television shows. From the report: Watching "on my own schedule" is the top driver of use for Original D [...]

Study: Emotionally Charged Super Bowl Ads Outperformed Spots Featuring Celebrities

Video click After analyzing the success of this year's most shared Super Bowl ads, video metrics firm Unruly found the more popular ads relied on emotional responses versus star power. Unruly's The Science of Sharing: Super Bowl XLVIII report evaluated fourteen online video ads from this year's Super Bowl, and revealed only three of the top 12 ads featured celebrities: Bud Light's "Ian Up for Whatever" which ranked No. 5 with 201,905 shares, Jaguar's "British Villans" at No. 6 with 163,545 shares, and Kia's "The Truth"  ranking No. 8 with 131,451 shares. Unruly claims that of the top 100 most share [...]

Extreme Reach Buys BrandAds, Online Video Ad Verification & Analytics Start-up

brand-ads-dashboard Extreme Reach, a platform for distributing video advertising across mobile, web and TV, announced it has acquired video ad analytics solution BrandAds. BrandAds launched last year to provide real-time video advertising analytics and much-needed verification tools to give customers transparency into their video ad buys. "Extreme Reach offers an integrated TV, Digital and Talent Rights product suite and the addition of BrandAds takes our Digital offering to a whole new level.," said John Roland, CEO of Extreme Reach in a statement. "When it comes to Digital campaigns, we're offering our clien [...]

YouTube Now Lets Channel Owners Add 3-Second Intros To Their Videos

youtube-featured YouTube has made it possible for channel owners to add a three-second intro to their videos, helping them build a stronger brand presence on Google's video platform. To automatically add an intro, users must first upload the video intro to their channel as an unlisted video. Once it's uploaded, the intro can be selected by clicking "Add a channel branding intro" on the InVideo Programming page. From there, users can choose which of their videos should include the intro. Users can choose to add an intro to all videos, or videos posted after a specific date, and any intro can be removed or cha [...]

Vine Swings From Mobile To The Desktop (& Adds New Features)

vine-featured Vine lovers rejoice; you're no longer constrained to your mobile device for your daily 6-second video consumption. Users will now be able to consume your favorite 6-second videos on the desktop using Vine.co. Much like the move that Instagram made last year, Vine has officially become more than just an app. The site itself is beautifully designed, mixing videos directly in with functionality. On the left, the channels are displayed next to a Vine playlist. Underneath those elements, the page houses popular videos and featured videos by channel, along with featured Viners for more discov [...]

Top Quotes And Stats From The Buzzfeed, Microsoft And Yahoo NewFronts

newfronts-2014-600px Yesterday, Buzzfeed, Microsoft and Yahoo showed off their online video offerings to hundreds of advertising industry players at The Digital Newfronts in New York -- digital's answer to traditional TV's splashy Upfronts. We've reported on each event. Below is a compilation of statements from the executives that presented along with some of the stats highlighted during the events. Buzzfeed Buzzfeed's first NewFront featured three brand representatives sharing their experiences of working with the viral pioneer to create sharable branded videos. The company is ramping its video production st [...]

Glam Media Becomes Mode Media, Pushes Into Video With New Shows, Distribution Platform At NewFront

Mode Media Glam Media became Mode Media on Tuesday as it unveiled a plan to branch out beyond its fashion and beauty beginnings. The company now has content channels aimed at appealing to both men and women. Mode already claims to reach more men ages 18-34 than ESPN and cited comScore data showing it has a reach of over 250 million monthly visitors worldwide across its web properties. That technically makes it the seventh biggest online media company. Glam, now Mode, says it's the only pure content play, though, and that after taking out non-content parts of other media companies -- search, for [...]

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