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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Apr 28, 2014 at 10:42pm ET by Ginny Marvin
Yahoo announced new content, new ad units and new partnerships as it ushered out its stars at the Digital NewFronts this evening. CEO Marissa Mayer kicked off the presentation by highlighting the four areas of growth the company is concentrating on: mobile, social, native and, of course, video.
Appealing to the media buyers in the audience before rolling out the company's latest offerings, CMO Kathy Savitt, said Yahoo is the partner that connects advertisers with users at scale across devices and platforms.
Yahoo's video content pillars are Yahoo Originals, Live, Digital Magazines and Prem [...]
Related Topics: Channel: Video | Features & Analysis | Newfronts | Top News | Video | Yahoo | Yahoo: Advertising
Apr 28, 2014 at 11:27am ET by Ginny Marvin
[caption id="attachment_81861" align="aligncenter" width="600"] IAB Survey Shows Digital Video Budgets Growing, TV Allocations Shrinking[/caption]
In the next three to five years, original content developed for online consumption will be as important to advertisers as TV is now, according to a new survey by the Interactive Advertising Bureau. The industry group surveyed 297 brand marketers and advertising agency executives ahead of the Digital New Fronts in New York -- the two-week pitch party by digital media companies to lure brand dollars to the burgeoning medium.
The majority of resp [...]
Related Topics: Channel: Video | Top News | Video
Apr 25, 2014 at 4:33pm ET by Ginny Marvin
[caption id="attachment_81775" align="aligncenter" width="600"] AOL original series "The Restart Project" stars Gwyneth Paltrow and Tracy Anderson[/caption]
Today, AOL announced a portion of its library of nearly 900,000 videos as well as original series and 15 channels will be available on Microsoft video platforms including MSN, and Bing Apps on Windows and Windows Phone. The video distribution deal, set to launch this summer, will give AOL broad access Microsoft's audience. Microsoft claims MSN alone has an audience of 450 million unique visitors each month.
In March, AOL ranked third [...]
Related Topics: AOL | Channel: Video | Microsoft | Top News | Video
Apr 25, 2014 at 12:50pm ET by Ginny Marvin
The Mobile Marketing Association published its first Mobile Video Benchmark Study this week, aggregating 559 million ad impressions served in March 2013 by a number of different publishers such as BrightRoll, Hulu and Brightcove.
The report shows some interesting performance metrics for skippable versus non-skippable video ads, which accounted for 32 percent and 68 percent of the impression volume, respectively.
Not surprising, completions rates for skippable video ads were significantly lower than non-skippable ads, which, by their nature, have completion rates in the 90th percentile. C [...]
Related Topics: Channel: Video | Statistics: Online Advertising | Top News | Video
Apr 25, 2014 at 8:45am ET by Amy Gesenhues
HBO's "Game of Thrones Season Four" promotional video topped the list of YouTube's most popular film, TV and game trailers for the first quarter of this year.
The HBO-produced trailer generated more than 22 million views last quarter, helping the show's YouTube channel win 820 million subscribers and over 150 million total views.
HBO's VP of digital and social media Sabrina Caluori told YouTube, "This was the holy grail of digital assets. Exceptional creative, highly-strategic media and the powerful use of HBO's digital and social platforms as a distribution method led to [the trailer's] ph [...]
Related Topics: Channel: Video | Google: YouTube | Top News | Video
Apr 22, 2014 at 4:13pm ET by Amy Gesenhues
Earlier this month, Caterpillar released a video featuring five of its construction machines in the largest game of Jenga ever played.
Using 600-pounds blocks, Caterpillar excavators and telehandlers were used to construct a massive eight-ton Jenga structure in a space the size of two football fields.
AdAge.com claimed Caterpillar's "Stack" video generated over a million views within days of being released, making it a viral hit.
"We've seen an incredible level of interest in this video," said Nicole Serena, the social media community manager for Caterpillar's global brand marketing d [...]
Related Topics: Channel: Video | Interviews | Social Media Marketing | Top News | Video
Apr 18, 2014 at 2:52pm ET by Amy Gesenhues
According to comScore's March online video rankings report, more than 187 million Americans watched 46.6 billion online videos last month, while video ad views totaled 28.7 billion.
Live Rail took the No. 1 spot for top video ad properties, earning 3.9 billion ad impressions. AOL was the leading video property in terms of delivering the highest duration of video ads, and Hulu delivered the highest frequency of video ads to viewers.
ComScore reports the total time spent watching the 28.7 billion video ads totaled 10.9 billion minutes. The report noted video ads represented 38.1 percent of [...]
Related Topics: Channel: Video | Google: YouTube | Statistics: Online Behavior | Statistics: Popularity & Usage | Video
Apr 11, 2014 at 6:16pm ET by Greg Sterling
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 [...]
Related Topics: Channel: Video | Google: YouTube | Statistics: Mobile Marketing | Statistics: Popularity & Usage | Statistics: Social Media
Apr 11, 2014 at 1:53pm ET by Greg Sterling
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 [...]
Related Topics: Channel: Video | Google: YouTube | Top News
Apr 9, 2014 at 4:00pm ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Video | Google: YouTube | Statistics: Online Advertising | Top News | Video
Apr 8, 2014 at 4:04pm ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Video | Google: Maps | Video
Apr 8, 2014 at 3:09pm ET by Martin Beck
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 [...]
Related Topics: Channel: Video | Google: YouTube
Apr 3, 2014 at 10:56am ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Video | Google: YouTube | Statistics: Online Behavior | Top News | Video
Apr 1, 2014 at 9:12am ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Video | Google: YouTube | How To Guides: Video Marketing | Top News | Video
Mar 31, 2014 at 2:13pm ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Video | Video
Mar 28, 2014 at 12:16pm ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Video | Social Media Marketing | Top News | Twitter: Marketing
Mar 21, 2014 at 3:39pm ET by Martin Beck
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 [...]
Related Topics: Channel: Video | Reddit
Mar 20, 2014 at 6:44pm ET by Martin Beck
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 [...]
Related Topics: Channel: Video | Twitter | Twitter: Cards | Twitter: Mobile | Video
Mar 20, 2014 at 11:54am ET by Ginny Marvin
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 [...]
Related Topics: Channel: Video | Google | Google: AdWords | Google: YouTube | Top News | Video
Mar 18, 2014 at 1:58pm ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Video | Internet Marketing Industry | Twitter: Vine | Video