US Peeps Spend Over 5 Hours a Day with Video Content

US adults will spend an average of 5 hours, 31 minutes watching video each day this year, according to new figures from eMarketer, and digital video viewing across devices is driving growth. In 2011, time spent with video on digital devices—PCs, mobile devices and other connected devices including over-the-top (OTT) and game consoles—totaled 21 minutes daily. This year, US adults will spend an average of 1 hour, 16 minutes each day with video on digital devices.

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Meanwhile, the average time US adults spent watching video programming on televisions totaled 4 hours, 35 minutes in 2011 and will decline to 4 hours, 15 minutes in 2015. In total, time spent with video on all devices is up from 4 hours, 56 minutes in 2011.

Digital video is growing not at the expense of TV, but because video content is more popular than ever. We might spend less time watching on the main screen, but we’re no less interested in TV programming, and in fact, we seek out more of it every year.



Video is seeing gains on all digital devices this year, with the exception of desktops and laptops, which will remain flat. Time spent watching video on mobile devices will increase from 30 minutes daily among all US adults in 2014 to 39 minutes per day this year, and average daily video time on other connected devices across the US adult population will increase from 9 minutes last year to 13 minutes each day in 2015.

The drop in TV time hasn’t stopped marketers from pouring significant amounts of money into television advertising. In 2015, 40.2% of US major media ad spending will go to TV, totaling $70.59 billion, compared with TV’s 36.4% of time spent with media daily. Meanwhile, US advertisers will allocate just 4.4% of all spending, or $7.77 billion, to digital video ads, even though consumers are now spending nearly 11% of their media time watching video on digital devices.



Advertisers continue to trust TV despite its limitations, and despite a proliferation of digital alternatives. Overall, US adults will spend 12 hours, 4 minutes each day with major media in 2015, an increase of 7 minutes from 2014. Since 2011, US adults have increased the time they spend with major media by nearly a full hour each day.



Consumers’ appetite for digital devices is driving this trend. Led by time spent on mobile devices, US adults will spend an average of 5 hours, 38 minutes with digital media each day in 2015, up from 5 hours, 15 minutes in 2014.

Last year, US adults spent more time on mobile devices than they did on PCs for the first time, and that gap will widen this year. Furthermore, the average time adults spend each day with TV, radio and print will decline across the board for the fourth consecutive year in 2015.-eMarketer

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How to Make Your YouTube Page Stand Out

To promote your brand and reach new consumers, all businesses can benefit from a strong online video presence. YouTube, with an estimated 1 billion unique users every month, is too big to ignore. And as the second-biggest search engine behind parent company Google, YouTube offers those who keep their channel updated with content and optimized have the opportunity to reach many prospects.

As with any marketing communications, YouTube channels must be attractive, easy to navigate and quickly searchable. You need to organize your channel interface and content.

Search Engine Optimization
To maximize YouTube’s potential as a marketing tool, it is essential to utilize SEO techniques, similar to what you do on websites. Identify good keywords that tie in with your brand and your video content. Study popular search terms and adjust your videos to the needs of your audience. The YouTube Keyword Tool is a great free tool available and can help you find key search terms and phrases often searched for on YouTube.

Implement your keyword strategy across your video content
Identifying a group of keywords to use throughout your video content is a key organizational technique. It ensures your videos  are relevant to a given search term found on YouTube. Use keywords in the title, description and tags sections of your videos. The title of your video is extremely important and prominently displayed both to YouTube’s algorithm and to users. Supplement each video with a keyword-rich description foralgorithms and users, and use a variety of well-chosen tags to boost your videos’ searchability and results.

Create playlists
Well-organized channels have playlists. Group videos about similar subjects together, along with their respective keywords. A playlist with a keyword-rich title informs YouTube about the information contained in the videos listed. Organizing related material into a playlist improves the search process and allows easier viewer navigation.

Organize your content properly
Content should be organized according to its subject matter and relevance rather than the number of views it has had or the comments it has attracted.

Update content regularly
The highest-ranked channels are always those continually updated with new content. Sharing, liking, and comments should be encouraged, as channel authority is derived from how people have interacted with the content and the algorithm. Monitor your channel with YouTube’s analytics suite or a other popular social monitoring tools. If you see certain videos in your channel are more popular and illicit more interaction, create additional content on the same subject.

Use social media and video advertising to promote your content

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DoubleVerify Launches First Complete Video Ad Quality Solution

DoubleVerify.com launches Video+ -- the industry's first complete solution that protects advertisers and their inventory suppliers from the rising fraud and abuse in the digital video ad environment. 

With online video advertising expected to double in the next two years, Video+ provides the transparency and safeguards necessary to deliver a fraud-free, brand safe, viewable video ad.

DV Video+ authenticates the quality and impact of each video ad impression across 4 important areas:

• Brand Safety: the quality of the video content that an ad is running in
• Fraud Protection: if the video ad is served to a non-human bot
• Video Viewability: if the video ad is never viewed, partially viewed or seen in its entirety
• Engagement: if the video ad was on auto play or initiated by the user, with sound on or off, or running in an inferior format

DV advanced technology uncovers the most complete set of problems where video ad fraud and abuse can occur, including:

• Video ads that are served to non-human bots
• Video ads integrated within video content that is offensive and objectionable
• Video ads that 'play' automatically in the background even when the user didn't activate them
• Video ads running on a video player too small to be seen by the user
• Video ads that are barely viewed, rendering them completely ineffective
• Video ads that run within a low quality banner or video game, when the advertiser is paying for a premium video placement.

DV Video+ is the latest advancement to the company's broader Impression Quality suite of services that authenticate the quality and effectiveness of each impression in a digital ad campaign. DV Impression Quality solutions maximize performance across five critical dimensions - ad viewability, brand safety, fraud protection, impression delivery and ad prominence - that give brand advertisers and media sellers a comprehensive view of the quality and effectiveness of their digital media campaigns.

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Interest in Video Ads Jumps 45% [study]

Online Video Ad Growth Strong Even as Agencies Question the Value 
A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by STRATA, the leader in media buying and selling software.



YouTube is the most dominant site within digital video, as 72% of agencies said their clients are interested in advertising on that medium, up 5% from last year. HULU followed at 36%, a 32% jump from 3Q13. Despite the strong growth for digital video, agencies still question the value of online video ads. Almost half (47%) said they are fairly confident they are getting a good value for their money in recent digital video ad purchases, while 40% say they are unsure.

Driven by television along with digital advertising, the overall ad economy appears to be strong as 62% of agencies say their business is increasing this quarter compared to the same time last year, representing an all-time high for the STRATA Agency Survey.  Spot TV continues to be the top source for advertisers as 55% say their clients are the most interested in that medium, the largest percentage in 22 quarters of the survey. For spot radio, 13% of agencies responded that that medium is receiving the most interest, up 32% from a year ago.

Long-form digital video content is increasingly mirroring the 30-second TV ad experience, further blurring the lines between devices. This industry needs to make it easier to buy video, regardless of the platform, and provide the right measurement and accountability to help our buyers purchase digital video at scale.

The use of programmatic buying also continues to draw differing opinions from agencies. Thirty-nine percent of agencies are still undecided as to whether they trust programmatic to carry out their media buying, while an equal amount of agencies believe that programmatic buying is effective in reaching their clients’ target audiences. The most popular form of programmatic buying, according to agencies, is digital, with a third of agencies polled stating they use programmatic to purchase their digital ads.

Other key findings: 
• 89% plan on using Facebook in client campaigns, which is the third highest number in the STRATA Agency Survey since 2008. YouTube (53%), Twitter (50%), LinkedIn (36%) and Pinterest (32%) followed.
• Pinterest had the largest year-to-year growth, jumping up 31% over 2Q13.
• 51% project the second half of 2014 to be better than the first half, up 19% from the second quarter of 2013.
• 31% are less interested in Out of Home advertising than a year ago, the largest percentage since 2008.

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The New YouTube Creator Playbook Reveals Content Marketing Secrets

Until today, the YouTube was willing to give to content creators and brand advertisers limited advice about how to make videos worth watching and create content worth sharing.

Instead of revealing the secret formula to content marketing success, YouTubers seemed to have adopted the policy of "letting a hundred flowers bloom and a hundred schools of thought contend" in order to create "a distribution platform for original content creators and advertisers large and small."

In July 2008, the YouTube Spotlight channel uploaded an animated short by Jantze studios, "The Birds and the Biz," which claimed there was no "magic formula" or "secret potion" for content marketing success. "The truth," according to Papa Bear, was YouTubers "never really know what crazy new thing will be next."

With Susan Wojcicki now the CEO of YouTube, this policy appears to have changed.
Today, Google's managing director of brand solutions, will look at the key industry trends and tell advertisers and brand marketers what they can do (and should do!) to prepare for this next decade of rapid change in all things advertising. She will also announce The YouTube Creator Playbook for Brands.

The Brand Playbook reveals the tools and know-how developed by a generation of YouTube content creators in order to help brands as they develop content strategies that will resonate with 21st century consumers.

This newest playbook is divided into seven sections. Each section presents several optimizations or strategies for building engaged audiences on YouTube.

These best practices are explained in stages to help content creators and brand advertisers understand each point and guide them through taking action.

1. Content Marketing as part of Your Brand Strategy recommends, "Before making videos, create a content plan to ensure that your content both meets your brand's goals and engages your intended audience. Our five guiding principles will then help you define your content marketing specifically on YouTube using simple questions. "
2. 10 Fundamentals to Create Content People Love says, "A successful creative concept can have an enormous impact on a channel. Compelling videos can bring in new viewers, introduce them to the rest of your content, and build a loyal fanbase. While no strict rules govern content creation on YouTube, ten fundamental principles have emerged as the most important guides to a successful creative strategy."
3. Schedule Your Content declares, "Now it's time to map out your overall channel strategy. How do you decide which video to release when? First you need to communicate what your channel stands for, and then you need to map out the different types of potential videos and the best times to release them."
4. Optimize Your Content reveals, "Creating great content is essential to finding success on YouTube, but it's only half the battle. YouTube is a big place with lots of content for viewers to choose from. A successful optimization strategy will help you take full benefit of the platform's functionalities and avoid execution mistakes."
5. Promote Your Content with Paid Media explains, "The key to success on YouTube is not only to produce great, relevant videos, but also to make sure your target audience sees them. In this section, we'll guide you through cost-effective strategies to help you get the most out of paid and earned video views and ensure effective promotion of your content on YouTube."
6. Amplify Your Content with Social discloses, "Online video is an inherently social medium. People are drawn to online video and web series because they can interact with the creators in ways that they can't on television. In this section, learn how to optimize the social amplification of your content."
7. Measurement acknowledges, "Measurement is key, both for defining success and optimizing towards it. In this section, we'll present you with tools that will help you track metrics around all of your paid, owned and earned media on YouTube. We'll also help you select KPIs that make sense for your objectives."

In addition to being more up-to-date than previous Creator Playbooks, the Brand Playbook is also more comprehensive.

Vanessa Pappas, the Global Head of Audience Development YouTube, is also expected to post an announcement on the YouTube Creator Blog and/or the Official YouTube Blog. Pappas says, "To demystify what makes these top channels tick and help you better understand how to create a successful strategy for your brand on YouTube, we developed the new YouTube Creator Playbook for Brands. Similar to the Creator Playbook, which has helped over 2 million of our creators grow their audiences, the Creator Playbook for Brands walks you through the steps to help you create, plan, and implement a YouTube content creation strategy; from tips on how to create videos to video promotion."

Pappas also does some myth busting on the five most commonly misunderstood fundamentals about creating content for YouTube:

1. Myth #1: Virality is the only measure of YouTube success. The most successful creators release episodic series to generate high sharing and viral activity, as one video will often break out and then introduce massive audiences to the entire series.
2. Myth #2: You can only be successful on your own. While brand advertisers should optimize their own channels for discovery, authentic collaborations with YouTube creators can be a hugely impactful way to help new viewers discover their brands.
3. Myth #3: All videos must provide utility. Although how-to and informational videos play a key role in a content strategy, tapping into the cultural moments and memes that your audience is a part of on YouTube is an integral part of reaching new viewers.
4. Myth #4: People will watch your video where you want them to. In reality, a significant percentage of your audience will discover your video from a social feed, search result, or a related video placement. You'll know you've done your job when every episode of your show can be fully appreciated by a first time viewer.
5. Myth #5: To keep viewers interested, you need to constantly reinvent your videos. Most top creators agree that consistency is crucial to success on the site. Stay true to who you are and be consistent - in format (a recurring series), elements (intros and outros), and voice. This will set a clear point of view that accurately reflects your brand and keeps your fans coming back for more.

Now that YouTube has revealed the secret formula to content marketing success, content creators and brand advertisers can learn how to make videos worth watching and create content worth sharing.-SeachEngineWatch

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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

*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.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 26.9 billion video ads in January, with SpotXchange Video Ad Marketplace capturing the #1 position with 3.5 billion ad impressions. AOL, Inc. came in second with 2.9 billion ads, followed by Google Sites with 2.9 billion, Live Rail with 2.4 billion and BrightRoll Platform with 2.3 billion. Time spent watching video ads totaled 10 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.3 billion minutes. Video ads reached 52.6 percent of the total U.S. population an average of 165 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 81.

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.

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Marketers Use Stories for Successful Digital Video

As clients and prospects spend more time with video, marketers shift their attention digital video, long an amusement for consumers and a tool for business-to-consumer (B2C) marketers, is pushing its way into the business-to-business (B2B) marketing mainstream, according to a new eMarketer report, “B2B Video Marketing: Best Practices for 2014.”

B2B marketers are investing in video marketing because, like most internet users, B2B clients and prospects are devoting more time to watching digital video. Businesspeople are drawn to video for pretty much the same reason consumers watch video—it’s entertaining.

In many of eMarketer’s interviews with market leaders over the past year, we asked about video best practices. One of the key themes? Spin a good tale.

“People in general gravitate toward visual storytelling,” explained Liya Sharif, senior director of global marketing at Qualcomm. “Video is an incredible way to tell a story for either a B2B or B2C brand.”

Jennifer Anaya, vice president of marketing for North America at Ingram Micro, added, “Even though this is B2B, everyone likes a good story, and everybody likes to laugh.”

It’s easy to imagine how a video could present a laundry list of product features. But that won’t work. According to Michael Peachey, senior director of solutions marketing at Salesforce.com, “Any time the story isn’t the main priority in a film, you’re not really making a connection with the people you’re marketing to in trying to help them understand the real value of the situation.”

Likewise, Neda Stoll, senior marketing manager at Intel, emphasized: “The most important thing is, ‘Are you telling an interesting story?’”

How are you using video?

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Online Videos Exceed 50 Billion Monthly Views for First Time on Record

comScore, Inc. released data from the comScore Video Metrix service 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)
Propert	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 findings from December 2013:

• 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.
  
  

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Nearly 1 in 3 Smartphone Users Watch Long Videos [study]

Full-length movies, TV shows nearly as popular as snackable clips

The assumption that a small screen—like that of a smartphone—might be more typically used for viewing short, snackable video clips rather than long-form content seems simple. But research suggests full-length movies and TV shows come close to news clips and previews in popularity among smartphones video viewers.

According to research from Digitalsmiths, just over 42% of internet users in North America watched news video content on their smartphones, and more than 36% watched previews for TV shows or movies.

That compared with 30.9% of respondents who said they watched full-length movies on their phones, and 27% who watched TV show reruns.



Most respondents did not have any special subscription service to watch digital video content, but among those that did, Netflix was most popular, followed by Amazon Prime.



In the US alone, 72.1 million smartphone users watched video on their devices at least monthly this year, a figure that will rise to 86.8 million by the end of 2014.

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Why Video Marketing Adoption Continues To Grow [survey]

More than 80% of marketers use videos on their own websites

In recent years, the costs of video production have dropped tremendously thanks to digital technology, while the barriers to distributing video content have also fallen, owing to the internet. Those two factors have likely hastened the adoption of video marketing, which is now near-ubiquitous among US senior marketing professionals, according to a survey conducted during Q2 2013 and Q3 2013 by the Web Video Marketing Council, ReelSEO and Flimp Media.

The poll found that 93% of marketers had used video for online marketing, sales or communications purposes at some point during 2013, up from 81% in 2012. Another 3% said they had not used video in 2013 but were considering doing so.



The growing importance of digital video marketing is also reflected in the number of dollars marketing professionals are allocating to the channel. The poll found that 70.5% of respondents expected their outlays for video to increase in 2013 over the previous year, while 14.6% indicated that budgets would remain static. Just 1.3% foresaw a drop in video marketing budgets for the year.



Marketers are also taking advantage of a number of content delivery platforms in order to get their videos in front of an audience. While the website was the most popular destination for video content, used by nearly 84% of respondents, almost two-thirds tapped YouTube to post videos. Social media platforms were employed by close to 62% of respondents, while around 60% of those polled sent videos via email.



The report also found that user-generated videos were contributing to the increasing number of overall videos produced and disseminated on sharing sites and social media platforms. But it concluded that these types of videos were less effective as marketing tools than professionally produced videos with higher production values.

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Why Red Bull, Victoria’s Secret and BlendTec Are Getting Video Content Right

Producing content on a regular basis helps brands succeed with earned media.

It's wise to also invest in content that has a strong storytelling component.The key to winning on YouTube with earned media is a mixture of quality and quantity. A mix of paid, earned and owned media is what makes a brand efficient on YouTube YouTube's New Mobile Ad Unit
This week YouTube rolled out a new mobile version of its homepage takeover ad, which is a popular ad spot on desktop.

The ads appear as a regular video at the top of the page within the “What to Watch” section in YouTube’s apps. With 40 percent of traffic coming from mobile, Google is looking to help monetize some of its content with more compelling advertising units than banner advertisements.

As marketers look to move away from banner ads, YouTube’s new mobile ad unit also points to the rise in native forms of advertising that publishers are embracing to reach consumers through their mobile devices where they are spending a substantial amount of time watching videos.

These new paid ads give marketers guaranteed reach, but could also be easily be skimmed over as consumers scroll through videos.

YouTube also offers mobile pre-roll video ad placements that play before content. However, consumers have become accustomed to skipping these kinds of ads.

Brands need to focus on creating entertaining, intriguing, and useful content aligned to the audience's interests. Then distribute that content across all channels.

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Video - Key Component of 2014 Ad Budgets

Marketers to increase social video ad placements

Digital video viewing is mainstream, and eMarketer estimates that 182.5 million people in the US, or 75% of all internet users, will view digital videos this year, and video advertising spending will increase by more than 40% in 2013 as well.

Video viewership and social sharing are closely intertwined; for example, an April 2013 blinkx survey conducted by Harris Interactive found that more than 40% of social network users watch TV or online video and simultaneously discuss content with their friends&mdashthe percentage was even higher among respondents ages 18 to 34, 14% of whom said they “always/often” do so.

Despite the connection between social network users and video content, social video advertising is still nascent. According to “Demystified: Video Advertising on Social Networks,” an August 2013 study from Mixpo, 8.5% of agency executives said they were underperforming on social video advertising, and none of the respondents said they were experts in the medium, according to the report.



Advertisers’ admitted lack of sophistication doesn’t mean they aren’t testing and experimenting. According to the Mixpo report, nearly 70% of agency executives planned to advertise on YouTube in 2014, while nearly one-quarter expect to run video ads on Twitter and about one in seven on LinkedIn. Though video advertising as Mixpo defines it doesn’t yet exist on Facebook, Instagram or Vine, nearly half of respondents to the survey said they would work video ads into their Facebook marketing mix if given the opportunity.



For social network users, identifying paid advertising and owned content marketing is often a blurry line. Mixpo’s definition of video advertising excludes branded video posts on social sites, but it doesn’t denote whether it refers to sponsored video posts, which are likely to be the types of paid video ads that will first find their way into Facebook, Instagram and Vine, given the networks’ respective user interfaces (and opportunities in mobile). Notably, Unisphere Research found in an August 2013 survey that nearly 60% of marketers would like to increase their video content in social networks&mdashmore than any other content category.



Social network advertising is unique because it requires marketers to fit in context with content rather than standing out from what the user is viewing, as a television or digital video programming advertisement is designed to do. As a result, sponsored video content may in turn be the most suitable way for advertisers to integrate and ingratiate themselves within social network users’ information feeds.

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Online Video Ad Views Reach New Heights

Online video ad views have been increasing rapidly this year, reaching a new high of 22.8 billion in August after a slight dip in July, according to the latest data from comScore. Last year, video ad views totaled 9.5 billion in August, when comScore’s methodology changed, demonstrating just how many more online video ads Americans are now watching on a monthly basis. Interestingly, this year’s increases aren’t the result of far greater reach among Americans. Rather, viewers are each seeing a much larger number of ads.



During the month, 55.6% of the US population was reached by online video ads, up only slightly from 55.4% the previous month. While reach has increased every month this year, the growth has been incremental, up from 50.5% in January.

Video ad frequency, though, has been growing more rapidly. In August, the average viewer saw 132 ads, besting the previous high of 121 set in June, and more than doubling January’s average of 58.

Google remained the top online video ad property in August, delivering roughly 3.2 billion ads. ADAP.TV moved back into the second spot (2.45 billion), ahead of BrightRoll (2.39 billion), LIVERAIL (2.2 billion), and Specific Media (1.67 billion), as 8 properties delivered more than 1 billion impressions.

In terms of video content, Google Sites again had the highest number of unique viewers (167 million), followed by AOL (71.2 million), Facebook (62.2 million), NDN (50.7 million) and VEVO (49.4 million).

Overall, comScore’s data indicates that 87% of online Americans watched video content in August, with the total number of videos viewed dropping to 46.7 billion from 48.5 billion in July. The duration of the average content video was 5.2 minutes, with the average online video ad lasting 24 seconds.

The average online video viewer spent about 21.6 hours watching video content during the month. A comparison of TV and online video consumption can be found here.

Other Findings:

• Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 522 minutes per viewer during the month. NDN was next at 92 minutes per viewer.
• VEVO retained its top spot in the YouTube partner rankings with almost 48 million unique viewers, followed by FullScreen and Maker Studios.

Take your video marketing to the next level.
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Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
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