2012 Trends: Video Leads Online Ad Growth

US online video ad spending to grow 43.1% in 2012

Whether they think of it as magnetic content or advertising, marketers are increasingly focused on creating video assets. This type of media reproduces the richness consumers associate with TV, often at a lower cost. And if online venues tend to fall short of TV when it comes to reach, they make up the difference by engaging viewers in an active, lean-forward mode.

The virtuous circle of content and technology adoption that consumers are experiencing is also fueling this trend. eMarketer estimates that US online video ad spending will grow by a compound annual rate of 38% in a five-year span ending in 2015, making this by far the fastest-rising category of online spending.

By 2015, video ad spending will reach $7.11 billion, up from $2.16 billion in 2011. In the past year alone, growth was 52.1%.

Similarly, in the UK video advertising will lead the pack, growing by a compound annual rate of 65% over five years. By 2015, UK video online ad spending will reach $850 million, compared with $150 million in 2011. As a percentage of total online advertising, video will grow to 8.2% in 2015 from 2.1% in 2011.
Still, challenges remain, including the high price of online video ads and the need for better reach and measurement. Several factors will mitigate these problems, making the upward course for video ad spending strong in 2012 and beyond. These factors include better filtering technologies for user-generated content, so publishers can better monetize it with ads; the emergence of cost per view and cost per engagement pricing structures; the increased use of interactive ad units and magnetic content; and personalization and targeting of video ads. For more information on marketing developments expected next year, stay tuned for the forthcoming eMarketer report “Top Trends for 2012.”-eMarketer
Get help creating and marketing your custom videos.
Call VMakers - 888.712.8211, info@VMakers.com

Video Marketing From The "Hollywood" Studio Pros.
The team behind your favorite shows and movies, including: Ellen, Seinfeld, Whitney, How I Met Your Mother, Chelsea Handler, The Disney Channel and more.

Why Music Matters in Videos

When it comes to online video, music is the single biggest lost opportunity for brands.

It baffles me how a brand can spend $30,000 to $300,000 on product marketing and consumer outreach videos, then not spend another 5% for professional music from either established or unknown artists. After all, in 1928, Warner Bros. saw 5000% profit margins from its first “talkies” -- films that were primarily musical in nature. More recently, Apple turned the tech industry on its ear through music.

Music affects people. The Pied Piper is a parable -- but it’s also grounded in truth. It’s not just mice that respond to music. People do, too.

And brands aren’t forced to license music from well-established artists.
- While it is difficult to assign an exact number, it’s consensus that several million (that’s million) artists and bands are on MySpace.
- Even Michelangelo was paid for the Sistine Chapel.

Finding credible artists without high costs isn’t as daunting as it might seem:
- Check out the lesser-known artists at music festivals like Outside Lands and Coachella.
- Roam the sidewalks of 6th Street in Austin at SXSW.
- Or simply watch for who’s coming through town at your smaller music venues.
Here’s the best part: pick the right music, and brands have the opportunity to be labeled as “cool” and “relevant” when the artists make it big. Your brand might even get credit for breaking the band to a wider audience.

Maybe you should pay a little more attention to that band  on the street corner or in the farmer’s market. They could be your ticket to video success.-Bryan Boettger, MediaPost

Need help creating and marketing your videos?
Call VMakers - 888.712.8211, info@VMakers.com

Video Marketing From The "Hollywood" Studio Pros.
The team behind your favorite shows and movies, including: Ellen, Seinfeld, Whitney, How I Met Your Mother, Chelsea Handler, The Disney Channel and more.

comScore Releases October 2011 US Online Video Rankings

Record 20 Billion Content Videos Viewed on Google Sites

 

comScore Video Metrix service shows that 184 million U.S. Internet users watched online video content in October for an average of 21.1 hours per viewer. The total U.S. Internet audience viewed 42.6 billion videos, representing an all-time high.

Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in October with 161 million unique viewers and reached a record high of 20.9 billion videos viewed. Facebook.com ranked second with 59.8 million viewers, followed by VEVO with 57 million, Microsoft Sites with 49.1 million and Viacom Digital with 48.2 million. More than 42 billion videos were viewed during the month, with the average viewer watching a record 21.1 hours. Google Sites demonstrated the highest engagement with 7.1 hours per viewer.

 *A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 7.5 billion video ads in October, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. Tremor Video ranked second overall (and highest among video ad exchanges/networks) crossing the 1 billion mark for the first time. BrightRoll Video Network ranked third with 756 million, followed by Specific Media with 512 million and CBS Interactive with 415 million. Time spent watching video ads totaled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes. Video ads reached 53 percent of the total U.S. population an average of 47 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5.

Note: Adap.tv has been excluded from this list due to a technological issue with its video census tags, affecting data for October 2011.
*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network

Top 10 YouTube Partner Channels by Unique Viewers
The October 2011 YouTube partner data revealed that video music channels VEVO (54.2 million viewers) and Warner Music (30.4 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooru with 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million. Within the top 10 partners, Machinima demonstrated the highest engagement with 65.1 minutes per viewer on average, while accounting for the second highest number of videos viewed (277 million) after VEVO.

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from October 2011 include:

• 86.2 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 14.9 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online. More.
  

Need help creating and marketing your videos?
Call VMakers - 888.712.8211, info@VMakers.com

Video Marketing From The "Hollywood" Studio Pros.
The team behind your favorite shows and movies, including: Ellen, Seinfeld, Whitney, How I Met Your Mother, Chelsea Handler, The Disney Channel and more.

Video - A Must Have for Marketers

SmartBrief on Social Media tracks feedback from leading marketers about social media practices and issues. This week, marketers were asked: Do you incorporate video elements into your social media presence?

The results:
Yes, and they have been very successful: 42.16%
We’d like to create videos, but we’re not sure how: 28.43%
No, we have no plans to produce videos: 17.65%
Yes, but the results have been disappointing: 11.76%

Video as a form of content for your social media and content-marketing efforts has reached must-have status.
According to a survey in May by the Pew Research Center’s Internet & American Life Project, “71% of online Americans use video-sharing sites such as YouTube and Vimeo, up from 66% a year earlier.” Further, in The State of Online Video presentation in January, comScore’s Dan Piech said “89 million people in the U.S. are going to watch 1.2 billion videos … today.” So, if I were to say that online video has grown in popularity, it would be such a ridiculous understatement.

The growth of broadband Internet access combined with increased computing power in smartphones and mobile devices makes watching online video possible just about anywhere — literally. You can watch video when standing in an aisle at Costco Wholesale, sitting in a doctor’s office waiting for a flu shot or lying on a couch during a commercial break. Simply put, online video has become omnipresent, only a click and a second or two away from our viewing pleasure.

Why? For some, such as busy executives, watching video is simply easier. Consider this finding from Forbes Insights study “Video in the C-Suite: Executives Embrace the Non-Text Web”: “Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly.” Also, “65% have visited a vendor’s website after watching a video.”

So not only are we seeing increased frequency of viewing but also that video is effectively influencing our online behavior. And, as SmartPulse results show, 42% of you are seeing that success. For the 28% that are not sure how to get started, If you need help contact VMakers.com at 888.712.8211 or info@VMakers.com. For those not planning video, the resources in this article  should convince you of your need to get started.
-Jeremy Victor, SmartBrief

Need help creating and marketing your videos?
Call VMakers - 888.712.8211,  info@VMakers.com

Video Marketing From The "Hollywood" Studio Pros.
The team behind your favorite TV shows and movies, including: Ellen, Seinfeld, Whitney, How I Met Your Mother, The Disney Channel and more. 

New IAB Guidelines Bring More Transparency To Video Advertising

Networks & Exchanges Quality Assurance Guidelines

The current ad networks and ad exchanges marketplace is complex and confusing. Over 1 million web sites carry advertising, and there are reports of 300+ ad networks and ad exchanges. Web page content can change constantly and dynamically. The IAB Quality Assurance Guidelines are intended to demystify ad networks and ad exchanges. These guidelines are designed specifically for networks & exchanges who are principals in transactions with marketers and agencies. However, these guidelines do not apply to ad exchanges that are technology platforms only, providing tools to enable direct media buying and selling between participants.

2 key objectives for the buying community:
- Provide detailed information for:
- Acquiring Inventory
- Contextual Taxonomy & Targeting
- Inventory Vetting
- Data Disclosure

Eliminate confusion through a common vocabulary for:
- Targeting
- Data

Networks & Exchanges that voluntarily agree to be certified against these guidelines are providing marketers & agencies with a standardized approach that is designed to make buying easier and to give increased control over where ads are placed. Marketers & Agencies will have greater brand safety assurances that ads will not appear next to content that they decide is inappropriate. For the first time, the US ad networks and ad exchanges market will be giving advertisers consistent and standardized information, serving to build greater marketplace trust.

Download Guidelines.

Need help creating and marketing your videos?
Call VMakers - 888.712.8211,  info@VMakers.com

Video Marketing From The "Hollywood" Studio Pros.
The team behind your favorite TV shows and movies, including: Ellen, Seinfeld, Whitney, How I Met Your Mother, The Disney Channel and more. 

Video is Imperative, Don't Get Left Behind!

Consumer and business usage of video is increasing at an astonishing rate. Cisco has estimated that video will increase from 30% of Internet traffic in 2010 to 90% by 2013. Online retailers are already using video, and service companies, manufacturing, and many others are also hopping on board. The scope of businesses that employ video and the different uses for video are expanding.

 The message is clear: people expect online video as a central element of a company’s communications strategy. No matter what sector of business you are in, incorporating video is an essential step in preparing yourself for the future of marketing.

73% of online retailers use video on product pages, which means that if you’re a retailer and you don’t have video on your site, you are officially in the minority, according to eMarketer. A recent survey by Industrial Marketing Today found that 50% of B2B manufacturers use YouTube as a channel to connect with their customers. Even service companies such as Charles Schwab are starting  to include videos on their websites.

Video can be used in various ways, which explains why more companies are using video to achieve business objectives. It is clearly beneficial for online retailers to demonstrate a product to their consumers. But what about answering potential questions about your company through video on a FAQ page? This way, you can efficiently inform your customer with a personal touch. Dell credits video with reducing service call volumes by 5%, and Virgin Mobile expects video to reduce call volumes by 14% in 2011(The Australian, December 2010).

Promotional videos can be placed on a landing page to endorse new products and services. Background video on a Web site can make the page feel interactive and exciting. The list of possibilities goes on. Companies are using video on more platforms as well. YouTube is a common channel that companies use, and it is the second most popular web site with 790 million unique monthly visitors, per ReelSEO. Other social media tools, such as Facebook and Twitter, integrate video into their systems and make it easier than ever for users to share videos with each other.

The use of video in emails is gaining in popularity and has been shown to increase click-through rates by over 96%, in an Implix survey. Newsletters or other subscriber-based system could benefit from video, too. Video is even extending beyond the computer, to mobile phone apps or at on-site locations. Imagine going to a restaurant, using your phone to scan a QR code next to a menu item, and watching a clip on what the dish looks like and how it is made. This is just one example on how video can be employed inthe hospitality industry.

Increasing consumption of video makes it clear that consumers prefer to take information in as video over other forms of content. That’s true no matter what business you may be in. Companies that respond by deploying video more broadly will be speaking in their customers’ preferred language.-VideoInsider

Get help creating and marketing your videos. 
Call VMakers - 888.712.8211,  info@VMakers.com

Video Marketing From The "Hollywood" Studio Pros.
The team behind your favorite TV shows and movies, including: Ellen, Seinfeld, Whitney, How I Met Your Mother, The Disney Channel and more. 

Your Brand's Website and Facebook Page are Hungry, Feed Them Video!

Online video, branding and social media have become inextricably linked. Facebook and Twitter are among the first places online video viewers hear about a new video, and traffic referred to videos from those sources is often the most engaged of a brand’s video viewers. Online video technology provider Brightcove recently released a report analyzing trends in the first two quarters of 2011, underscoring just how vital social media is for discovery and interest in a video whether from a broadcaster, a news source or a brand.

This should not be surprising. On social channels, we often hear about videos from friends or colleagues whose opinion we trust, making us more likely to both tune in and to finish watching. We also may follow brands in those venues, and therefore will be more interested and keen on the videos that are shared by a brand. That’s why Facebook and Twitter powered the longest viewing times in the first half of the year for most videos. Facebook took the lead in all categories of video except broadcast video in terms of driving viewing time among discovery sources for video. Brands also saw a higher engagement level on Facebook compared to other sources. By and large, Facebook users watched more video regardless of whether the video came from a broadcaster, magazine, brand, newspaper or online media than consumers who found video through Google, Yahoo, Bing or Twitter.

The upshot is that video clearly powers engagement for a brand. As such, marketers should take advantage of the feedback loop that exists between social channels and video. Brands need to make sure video is feeding social media and social media is feeding video. Make sure your two channels are tightly connected and serving each other, with each one bolstering the other. - Daisy Whitney, MediaPost

Get help creating and marketing your videos. 
Call VMakers - 888.712.8211,  info@VMakers.com

Video Marketing From The "Hollywood" Pros.
The team behind your favorite TV shows and movies, including: Ellen, Seinfeld, $#*! My Dad Says, How I Met Your Mother, The Disney Channel and more.