VMakers Video Marketing: February 2014

Tuesday, February 25, 2014

SpotXchange Serves the Most Video Ads in January - comScore

The comScore Video Metrix report shows 183.8 million Americans watched 48.7 billion online content videos in January, while the number of video ad views totaled 26.9 billion.

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 January with 157.6 million unique viewers. Facebook ranked #2 with 84.9 million viewers, followed by AOL, Inc. with 60.6 million, NDN with 51.4 million and Yahoo Sites with 44.9 million. Nearly 48.7 billion video content views occurred during the month, with Google Sites generating the highest number at 12.6 billion, followed by Facebook with 5 billion and AOL, Inc. with 1.2 billion. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers January 2014 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	183,778	48,682,572	1,155.3
Google Sites	157,585	12,617,013	328.3
Facebook	84,859	4,988,919	83.5
AOL, Inc.	60,590	1,225,725	61.7
NDN	51,353	573,307	73.1
Yahoo Sites	44,897	384,092	59.1
Vimeo	41,676	203,873	31.9
Amazon Sites	38,618	185,026	22.5
Microsoft Sites	38,459	641,217	40.7
VEVO	36,805	612,936	48.5
ZEFR	31,369	168,956	12.8

*Top U.S. Online Video Ad Properties Ranked by Video Ads Viewed January 2014 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included)**
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	26,907,310	10,041	164.6	52.6
SpotXchange Video Ad Marketplace†	3,461,166	1,113	26.9	41.5
AOL, Inc. (including Adap.tv)	2,916,947	1,316	19.0	49.6
Google Sites	2,903,087	286	27.3	34.2
Live Rail†	2,418,272	1,023	16.4	47.6
BrightRoll Platform**†	2,298,960	1,098	14.1	52.6
TubeMogul Video Ad Platform†	1,825,644	587	17.3	34.0
Specific Media**	1,354,872	513	9.6	45.3
Hulu	1,173,975	466	80.8	4.7
Tremor Video**	887,532	418	8.5	33.8
Videology†	518,542	245	7.1	23.6

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers
The January 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 36.1 million viewers. ZEFR climbed into the #2 spot with 31.4 million unique viewers, followed by Fullscreen with 26.4 million, Maker Studios Inc. with 25.8 million and Warner Music with 22.6 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (63 minutes per viewer), followed by VEVO (49 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Maker Studios Inc. (535 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers January 2014 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	36,088	603,240	48.8
ZEFR @ YouTube	31,361	168,894	12.8
Fullscreen @ YouTube	26,412	376,739	40.6
Maker Studios Inc. @ YouTube	25,790	534,962	63.4
Warner Music @ YouTube	22,559	154,601	19.1
UMG @ YouTube	19,157	71,188	10.5
warnerbros vfp @ YouTube	18,200	53,972	5.4
The Orchard @ YouTube	18,029	75,590	11.3
rumblefish @ YouTube	17,476	47,476	7.1
GEICO @ YouTube	14,114	36,177	3.3

Other notable findings from January 2014 include:

85.1 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 4.4 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 35.6 percent of all videos viewed and 4.5 percent of all minutes spent viewing video online.

Take your video marketing to the next level.
Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com

Sunday, February 23, 2014

Online Videos Exceed 50 Billion Views - comScore

comScore, Inc. released the comScore Video Metrix data showing that 188.2 million Americans watched 52.4 billion online content videos in December, while the number of video ad views totaled 35.2 billion.

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 December with 159.1 million unique viewers. Facebook ranked #2 with 79.1 million viewers, followed by AOL, Inc. with 76.2 million, Yahoo sites with 53.5 million and NDN with 49.4 million. Nearly 52.4 billion video content views occurred during the month, with Google Sites generating the highest number at 13.4 billion, followed by Facebook with 3.7 billion and AOL, Inc. with 1.4 billion. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers December 2013 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	188,249	52,374,583	1,164.5
Google Sites	159,090	13,384,434	356.7
Facebook**	79,105	3,749,940	50.1
AOL, Inc.	76,178	1,414,138	60.4
Yahoo Sites	53,499	392,542	47.8
NDN	49,388	530,275	71.2
Amazon Sites	44,626	215,795	17.1
VEVO	39,424	632,788	51.0
Microsoft Sites	36,662	609,765	36.9
Vimeo	32,932	142,426	32.3
Turner Digital	29,008	221,105	39.0

*A video is defined as any streamed segment of audiovisual content, including 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. Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.
**Facebook’s December 2013 online video viewership, particularly the number of video views, is substantially higher than prior months due to both organic and inorganic factors. The largest (and inorganic) source of increase is the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook. The other, and currently less significant, factor is the limited roll-out in December of auto-play videos in the Facebook News Feed.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 35.2 billion video ads in December, with AOL, Inc. maintaining the #1 position with 4.3 billion ad impressions. LiveRail.com came in second with 3.6 billion ads, followed by Google Sites also with 3.6 billion, SpotXchange Video Ad Marketplace with 2.9 billion and TubeMogul Video Ad Platform with 2.5 billion. Time spent watching video ads totaled 13.2 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.9 billion minutes. Video ads reached 55.6 percent of the total U.S. population an average of 204 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 82.

*Top U.S. Online Video Ad Properties Ranked by Video Ads Viewed December 2013 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included)**
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	35,235,361	13,235	204.1	55.6
AOL, Inc. (including Adap.tv)	4,326,305	1,850	26.9	51.9
LiveRail.com†	3,566,607	1,506	23.4	49.2
Google Sites	3,564,204	353	32.3	35.6
SpotXchange Video Ad Marketplace†	2,895,520	975	24.5	38.0
TubeMogul Video Ad Platform†	2,467,934	802	21.3	37.3
BrightRoll Platform**†	2,451,140	1,148	14.8	53.3
Specific Media**	2,185,660	859	13.8	51.2
Hulu	1,388,482	551	82.3	5.4
Tremor Video**	1,209,948	537	11.7	33.3
Videology†	991,078	445	10.5	30.4

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers
The December 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 38.5 million viewers. Fullscreen held onto the #2 spot with 27.3 million unique viewers, followed by ZEFR with 26.6 million, Maker Studios Inc. with 24.7 million, and Warner Music with 22.7 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (72 minutes per viewer), followed by VEVO (51 minutes per viewer). VEVO streamed the greatest number of videos (622 million), followed by Maker Studios Inc. (523 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers December 2013 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	38,460	622,057	51.1
Fullscreen @ YouTube	27,346	358,267	40.9
ZEFR @ YouTube	26,598	143,042	14.9
Maker Studios Inc. @ YouTube	24,726	522,869	72.2
Warner Music @ YouTube	22,672	151,209	19.1
warnerbros vfp @ YouTube	20,032	61,301	5.3
The Orchard @ YouTube	18,987	78,701	11.8
google @ YouTube	17,965	47,075	4.6
rumblefish @ YouTube	17,396	45,932	7.4
UMG @ YouTube	16,295	66,580	11.0

Other notable findings from December 2013 include:

86.9 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 4.2 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 40.2 percent of all videos viewed and 5.7 percent of all minutes spent viewing video online.

Friday, February 21, 2014

Ad Views For Branded Videos Surge In Q4

Total video ad views up more than 50% year over year in Q4 2013
Branded video ad views worldwide were more than 50% year over year in Q4 2013, from 1.78 billion to 2.71 billion, according to a February 2014 report from Visible Measures. The analysis defined branded video as “all video produced by a brand and distributed online.”

Quarter-over-quarter growth was also impressive. After dipping to 1.71 billion in Q3 2013, total views rebounded, increasing by nearly 60%.

The last quarter of each year includes the holiday shopping season, so it’s no surprise that the electronics industry—a top gift category—ranked No. 1 for number of branded video views. Videos focused around electronics products pulled in 365.0 million views. Samsung’s Galaxy 11 and GoPro’s “How Will You GoPro?” campaigns were both cited as top campaigns for the industry.

The automotive category took second place in number of videos viewed during Q4 2013, with 308.3 million. Visible Measures reported that this was somewhat of a surprise, calling out Volvo Trucks’ live test videos and Dodge’s Ron Burgundy campaign as major drivers. Auto companies may have also seen success due to campaigns launched in an effort to promote year-end sales.-eMarketer

Take your video marketing to the next level.
Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com

Tuesday, February 18, 2014

Video is Key in Home Improvement Purchases

This infographic from Tremor Video looks at two years of online behaviors for two million American home improvement shoppers. More than half of consumers say video is important in their home improvement shopping process.

Tuesday, February 11, 2014

IAB Issues Mobile Video Ad Guide

With mobile video consumption on the rise, the Interactive Advertising Bureau on Tuesday released a set of practical guidelines to help marketers and media buyers capitalize on the growth of the emerging media category.

The “Mobile Video Buyer’s Guide: Practical Advice for Video Advertising on Smartphones and Tablets” addresses topics including video in apps versus mobile-optimized sites, pre-roll versus banner ads, inline compared to native media players, third-party tags and advanced interactive capabilities.

In addition to the technical aspects of mobile video, like encoding and delivery options, the document issued at the IAB’s annual leadership meeting covers creative decisions related to duration, interactive elements and companion banners, and key metrics such as impressions, completed views and time spent viewing.

According to a study released Monday by ABI Research, mobile video views (on smartphones and tablets) worldwide will make up a quarter of total online views, with that proportion expected to double by 2019.

In the U.S., 50.5 million people watched an average of 5 hours, 45 minutes of video on mobile phones a month through the first half of 2013, per Nielsen.

The IAB’s mobile video guidelines provide marketers with a checklist of items to consider before making a mobile video buy -- including the build time for re-encoding and optimizing video ad creative; making sure a landing page is mobile-friendly as well as ad creative; keeping creative short and punchy; and choosing the right metrics for a given campaign.-MediaPost

Take your video marketing to the next level.
Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com

Sunday, February 9, 2014

The perfect YouTube ad length

How long should your YouTube ad be?

Depending on your advertising goals you may have different opinions on the matter.

Here are the results of a split test recently done to find the optimal length for an ad when focusing on driving online conversions.

What do users think?

A 2012 poll of US voters reported by Mashable suggested that the majority of users were willing to watch an ad up to 15 seconds long before they got to watch their chosen content on YouTube.

How long a user thinks they’re willing to watch an ad, and how long is actually optimal for ad length are probably quite different things.

Recently Unruly Media found that the average length of the top 10 most shared ads of all time is 4 minutes and 11 seconds, while at the end of last year Greg Jarboe provided a roundup of the top trending YouTube ads of 2013, which came in at an average length of 1 minute 44 seconds.

Which illustrates, if you can entertain people and tell them an engaging story, then they are willing to watch an ad for much longer than they think.

The majority of other studies show the success of a YouTube ad is judged on the number of Likes and Shares it received, and whether or not it went ‘viral’.

It’s great to be popular, but for a lot of clients the bottom line of whether an ad is successful is whether or not it generated sales with a good ROI.

Test

With this in mind, a test was conducted to see if ad length has an impact on conversion rate and ROI, and the results were pretty striking. Two ads were created that were almost identical for the first 15 seconds, but the first ad ended at the 15 second mark, while the second ad ran for a total of 30 seconds.

An A/B test of these ads against each other ran in a YouTube remarketing campaign for a month, before analyzing the results.

First, in terms of viewer engagement, users are slightly more likely to watch more of a video if the overall length of the video is shorter.

34% of viewers made it to the end of the 15 second video, while only 32% of viewers made it to the half-way point of the 30 second video.

Despite a fairly even distribution of impressions between the two ads, three times as many Earned Views (where a user goes on to watch another video on your YouTube channel after seeing your ad) from the 15 second edit than from the 30 second edit of the ad.

The conversion stats is where the difference in performance became much more apparent. Overall the 15 second edit saw 51% of impressions, but drove 83% of total conversions.

Conversions by campaign

The 15 second edit achieved this with a CPA is almost four times lower than the 30 second edit, coming in at £45 compared to £169 for the 30 second edit:

CPA by ad length

It’s worth noting that YouTube conversions are reported against views, and not website clicks. Then, because the 15 second edit is more likely to be watched, simply because it ends sooner, you could say that it’s not surprising that a higher number of people exposed to the video go on to convert.

However, the conversion rate was more than three times higher from the 15 second edit compared to the 30 second, meaning that not only did a higher number of people convert overall, but per view they were much more likely to convert if they watched the 15 second edit.

Finally, one of the most striking stats was that the shorter ad actually had a higher clickthrough rate than the longer ad, with a 0.84% CTR for the 15 second edit, compared to 0.72% for the 30 second edit.

Users were more likely to want to interact with the shorter ad even though it was onscreen for half the time. Ultimately ad length is going to be heavily influenced by your video content and advertising goals. If you’re not testing different ad lengths on YouTube you should start, and start with 15 seconds.-eConsultancy

Take your video marketing to the next level.
Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com

Friday, February 7, 2014

How Brands Use Vine

Vine has only been around for a year and within that short amount of time it's started a whole new wave of creativity for brands. Using results from a survey conducted by 7th Chamber, this infographic from Incite charts the evolution of brands on Vine. Check it out:

Wednesday, February 5, 2014

Smartphone Video Viewing Up 86%

Driven by short sports clips and major appetites for TV content, mobile devices accounted for 20% of video streaming in Q4 2013, according to Adobe's analysis of over 22.5 billion video starts. Smartphones outpaced tablets in video growth and in absolute use for the first time. Video streaming to handhelds was up 86% year-over-year, accounting for 12.8% of all digital video consumption. Tablet streaming was up only 23% to make up 9.2% of all digital streams. Sports clips are big drivers for mobile, with this content type up 640% since a year ago. On big event sports days, Adobe says it sees over a quarter of video going to devices.

TV Everywhere is experiencing marked growth, from 225.5 million streams measured by Adobe to 574.2 million year-over-year. And devices are king in this category, with 73% of the streams going to devices, and only 22% to PCs. TV is one genre where tablets dominate, now overtaking smartphones with 42% of views. Both game consoles (3%) and set-top boxes (2%) still represent very minor routes to video consumption. And sports, again, is a key driver that is responsible for 37% of authenticated TV viewing. Of course, the high visibility of ESPN Everywhere and mobile viewings of high-profile events like March Madness may well be central to these metrics. Only 28% of TV Everywhere requests are for TV shows. But with tablets, a dominant force in TV Everywhere, it is not surprising that iOS then is seeing nearly half of plays. In fact, iOS viewers watch twice as much TV Everywhere as PC viewers, and they are viewing over 10 videos per person per month.

Facebook is the chief of video social sharing, according to Adobe measurements. Although the majority of videos are viewed direct from a branded media site, 80.6% of the 6% of starts from video shares come from Facebook.

The emergence of 4G networks, their increased speed and responsiveness clearly have something to do with the outside growth rates in smartphone video viewing. The dominance of devices in TV Everywhere authenticated viewing is a testament to how quickly people are looking upon smartphones and tablets as portable TVs. More so than the PC, where the desktop setting required the same posture as work mode, mobile invites us to lean in or lean back as needed. -MediaPost

Take your video marketing to the next level.
Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com