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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Yelp’s New Video Feature Lets Users Upload 12-Second Videos Via Their Phone

yelp-featured After reports this past May that Yelp would be adding video, the business review site announced yesterday that iPhone users can now upload three- to twelve-second videos of local businesses via their Yelp mobile app. Yelp said it doesn't want the videos to be considered "video reviews," but instead offer users the chance to see a local business's ambiance, lighting and noise levels before visiting the location. According to the announcement, "These short videos are great for conveying the atmosphere of a business, which helps others anticipate their experience before stopping by." Ye [...]


Nike’s “The Last Game” Takes The No. 1 Spot On YouTube’s List Of Top Ten Ads In June

Nike The Last Game screen capture Last week, YouTube released its top ten ads for June, with Nike's World Cup themed "The Last Game" taking the top spot. Adidas's World Cup related "House Match" ad also made the list, ranking No. 3. In light of Father's Day, three dad-themed ads made it into the top ten list as well, with appearances by Dove, Johnson and Johnson, and Docker's. One brand - Beats by Dre - earned two top ten spots, with its "The Game before the Game" earning the No. 2 slot, and "Jungle Remix" featuring Jay Z coming in at No. 9. YouTube's Top 10 Ads for June: 1. Nike Football "The Last Game" 2. Be [...]


Are Sponsored YouTubers With Undisclosed Deals Breaking The Law?

YouTube-Large As YouTube publishers specializing in commentating and reviewing have become ultra popular, the pressure to infiltrate with brand messaging has followed suit. Yesterday, Eurogamer released a dissertation on undisclosed advertorials on YouTube in the gaming industry. While there are set rules in the U.S. and Britain concerning endorsements, internationally the lines are more blurred. Due to the massive increase in gaming audiences, lead by PieDiePew with more than 28.6 million subscribers, agencies have sprouted up to push their releases on YouTube. Electronic Arts (EA) has an entire di [...]


Top 10 Most Shared Video Ads Of 2014: World Cup Scores 4, Super Bowl Only 1

Shakira World Cup video Almost half of the top ten most viral video ads so far this year are World Cup related spots. Analyzing the most popular branded videos for the first half of 2014, Unruly discovered four of the top ten most shared ads are World Cup related videos, with Shakira's "La La La" taking the top spot. According to Unruly, the Shakira video - a collaboration with yogurt brand Activia - is the fourth most shared ad of all time, generating more than 4.5 million shares. Ads from Nike and Castrol, an official World Cup sponsor, also made Unruly's viral video list. The only Super Bowl ad to keep a spot o [...]


Picture Of Struggling YouTube Emerges From Report

YouTube-Large The Information published a report (subscription required) about YouTube that paints a picture of the Google division as falling short of its own, internal ambitions in terms of viewing hours and revenue. (The figures below are from 9to5Google, which published excerpts of the article.) YouTube seeks to reach an internally set goal of 1 billion “watch time” hours per day by 2016. It currently reaches “less than 300 million” hours per day. However, that’s reportedly up from 100 million in 2012. Gross revenues at YouTube were reportedly $3.5 billion in 2013. That was below many fi [...]


Millennials Eating Up YouTube Food Channels, Driving 280% Growth In Subscriptions

YouTube Food Content report Going on YouTube's recent numbers around its food content, Millennials are proving to be big-time foodies -- or, at least, love watching food videos. According to Google, YouTube users age 18 to 34 watch 30 percent more food videos than any other demographic, helping drive a 280 percent growth in food channel subscriptions over the last twelve months. In the past year, YouTube has experienced a 59 percent growth in food and recipe content, and food channels have garnered a 118 percent increase in social engagement (likes, comments and shares). With help from Millward Brown Digital and [...]


Google Earns Ad Money Off YouTube Videos Hawking Stolen Credit Cards, Says Watchdog Group

YouTube-Large The Digital Citizens Alliance, an internet safety coalition, is calling out Google for allowing videos that promote the sale of stolen and bogus credit cards to appear on YouTube and then profiting from ads shown alongside the videos. [caption id="attachment_89258" align="aligncenter" width="600"] Source: Digital Citizens Alliance[/caption] In its latest report [PDF], "Breach of Trust: How the Online Market for Stolen and Bogus Credit Cards is Eroding Confidence in the Internet", the watchdog group includes several examples like the one above which shows an ad for Target -- the company t [...]


YouTube Trashes The Inbox In Exchange For Google+ Messaging Feature

YouTube-Large Big changes are coming this week to the way that YouTube creators connect with their fans. Gone will be the YouTube Inbox, replaced by a new system that utilized Google+ messaging called, well, Messaging. In order to utilize this system the YouTube creator must be connected to a Google+ account. The new message system will feature: Threaded Conversations - A tool that will help keep the context of any exchange Easier Contacting - To contact the video owner any user can hop over the about tab and click "send message". Spam Detection - The new messages section will have a spam se [...]


Study: 56% Of Viewers Skip Online Video Ads & 46% Say Any Ad Over 15-Seconds Is Too Long

ignore-skip-click-600 After surveying viewer engagement with online video and video ads, data provider Adroit Digital found 56 percent of all its survey participants are likely to skip online video ads, while 46 percent said a video ad should be no more than 15 seconds in length. The study surveyed 2,000 random consumers, age 18 and older, who claimed to own a television, smartphone and personal computer or laptop. At 64 percent, Adroit Digital said 18 to 24 year olds are most likely to skip online video content, while respondents age 35 to 44 year olds are least likely to skip an online video ad. Of all the [...]


Google Builds Up Digital Video Advertising Capabilities With mDialog Acquisition

Google Logo - basic featured In another sign of Google's active plan to attract more brand dollars and capitalize on the digital video boom, the company announced it has acquired digital video advertising tech firm mDialog. Making the announcement on the mDialog site, the start-up said the team will be joining forces with DoubleClick and will eventually integrate its services to manage, deliver, and measure video advertising into the platform for publishers. mLabs will continue to work with its existing customers -- major media companies like NBC and Fox -- to monetize video ad inventory across IP-connected devices, [...]


Shakira’s “La La La” Top Trending World Cup Video On YouTube, But Nike’s The Brand To Beat

Shakira World Cup video Ranking its top trending World Cup ads, YouTube has determined Shakira's "La La La" video takes the top spot, but Nike is the big winner with three separate ads making the top ten list. Originally launched on May 22, Shakira's video includes a number of World Cup soccer players. It was produced in conjunction with the yogurt brand Activia to support the World Food Programme's efforts to end world hunger, and doubles as the 2014 World Cup anthem. Since its release, the Shakira video has generated 135,632,593 views. Nike's three ads - taking the No. 2, 4 and 9 spots - all feature World [...]


By 2016, Oreo’s Parent Company Will Spend Half Its Marketing Budget On Digital, Betting Big On Video

Mondelez Brands As it looks to reach consumers beyond the living room to all devices, Mondelez International, the parent company of Oreo, Cadbury, Chips Ahoy, Ritz, Triscuit and dozens of other snack brands, is boldly turning to digital video. In a deal announced this week, the company will rely on TubeMogul's software to plan, buy and serve digital video ads programmatically. The investment in digital video marks a dramatic shift for the international giant and signals digital video's coming of age. Ivelisse Roche, associate director for global media and consumer engagement at Mondelez, told Adweek tha [...]


ESPN Scores Big Traffic Win With World Cup Clips Integrated Into Google Search

worldcup ESPN is getting prime position at the top of Google's search results for World Cup-related searches, thanks to a new deal that will list ESPN video highlights alongside scores and other match information. Here's how it works. Google is showing special boxes at the top of its search results for queries about the World Cup and related information, like this: Searchers who go into the timeline for a particular match will see video clips showing up: Clicking on the clips takes searchers off Google and over to the ESPN FC website where the video is hosted: The deal will surely drive a s [...]


Marin Partners With Channel Factory To Bridge Paid Search And YouTube Video Advertising

Marin Software logo Marin Software has teamed up with video distribution and data platform, Channel Factory, to allow marketers to harness their paid search data to improve contextual targeting of their video ad campaigns on YouTube. “Brands are not effectively leveraging the data from their multi-platform campaigns, and are therefore not able to optimize and gain true insight from the breadth of their marketing efforts,” said Tony Chen, CEO of Channel Factory. “For the first time advertisers who leverage the Marin platform can take top performing keywords and conversion data from their search and social [...]


Turkish Airlines Takes No. 1 Spot On YouTube’s Top 10 Ads Of The Year List

Turkish Airlines ad snapshot YouTube has released its top ten "Cannes to Cannes" video ads, ranking the most popular global video ads between March 1 of last year through April 30 of this year. Based on the number of views and percentage of organic views versus paid views, Turkish Airlines took the No. 1 spot with its ad featuring NBA star Kobe Bryant in a "selfie shootout" against professional Argentine football player Lionel Messi. Turkish Airlines interactive marketing manager Neşet Dereli told YouTube, "The competition between two superstars and a script revolving around the popular concept of travel selfies pr [...]


YouTube Creators May See Drop In Subscribers After Suspended Accounts Are Removed Next Week

youtube-featured YouTube creators may see a slight drop in their subscriber numbers beginning next week. On June 16, Google's video platform will be removing suspended accounts from all of its channels' subscriber counts in an attempt to free its site from spam and abuse. From the announcement: This means some of you will notice a minor drop in your subscribers. To be clear, these are not active viewers, so you shouldn't see any impact on your views or watch time. Acknowledging that subscriptions are one of the most accurate ways for a channel to gauge its success, YouTube says it wants to ensure subsc [...]


Google Unveils Marketplace For Premium Video Ads

Google Logo - basic featured To capitalize on the emerging shift in brand ad dollars from TV to digital video advertising, today Google announced its new programmatic marketplace for premium video ad inventory called Google Partner Select. Time Inc. is among the publishers signed-on to sell their premium video inventory through the new exchange. “Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” J.R. McCabe SVP, Video, Time Inc. tells Google in the announcement. “We are looking forward to working [...]


Justin.tv Decides To Scrap Video Archives & Focus On Live Broadcasts

Video click Justin.tv, a popular video-streaming site, has decided to stop archiving videos. The site announced last Thursday it would remove all video archives, and no longer offer recorded broadcasts after June 8. From the announcement: We found that more than half of our VODs are unwatched (with 0 or 1 total views), while the vast majority are rarely watched (with 10 or less views)... So, taking into consideration the above findings and countless discussions, we have concluded to remove all archiving after June 8, 2014. This means that live broadcasts will no longer be recorded. The announce [...]


Apple Steps Up iTunes Radio Advertising Efforts: Locally Targeted Ads Reportedly Coming This Year

Itunes Radio When news broke last December that Apple is building a real-time bidding exchange for in-app ad buying, word came that that Apple was shifting focus to selling advertising on iTunes Radio. The Information is reporting today Apple will begin offering "locally targeted advertising" on iTunes Radio later this year. The article points out that the addition of local ads on iTunes Radio "strikes at the heart of Pandora’s advertising business." Pandora reported advertising revenues of $521 million in 2013, an increase of 45 percent year-over-year. Apple is also planning to add more content to [...]


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 [...]


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