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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The Most Affordable Digital Video Ad Formats

Pre-roll cost per minute viewed was 3.2 cents in Q4 2014

US digital video advertising spiked 56.0% in 2014 to reach $5.96 billion. Based on data from TubeMogul, pre-roll placements were the most affordable ads in the category throughout the year.

The video ad platform found that the average weekly cost per minute viewed for pre-roll ads was 3.2 cents in Q4 2014—the lowest price, and one that had held relatively steady throughout 2014 (up from 2.8 cents in Q1 and 3.1 cents in Q3). Social was the most expensive, at 18.1 cents in Q4, but this was down by about 8 cents since Q1 and 3 cents quarter over quarter. Mobile and connected TV both came in at around 5 cents in Q4, with mobile rebounding from 4.2 cents in Q3.

Average viewability rate for online pre-roll video ads in the US was 32% in Q4 2014. While this was 6 percentage points lower than in Q3, it was up nearly 14.3% since Q1. TubeMogul blamed the decline in part on advertisers’ less selective end-of-year budget spending and expected the rate to rebound as the industry places more emphasis on viewability this year.

US desktop pre-roll video ads purchased via programmatic direct had higher viewability rates throughout 2014. While viewability of ads bought directly from publishers fell 26 percentage points in Q4 to 53%, from nearly 80% in Q3, this was still more than 20 points above the overall average.

Above-average performance could push programmatic pre-roll activity up this year. According to November 2014 polling by Undertone, 64% of agencies and 56% of marketers in the US already purchased pre-roll video ads programmatically, and 46% of publishers sold them this way.-eMarketer

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Visible Measures To Guarantee Video Viewability

Visible Measures announced a 100% viewable video solution, guaranteeing that brands will capture consumer attention. Their offering is unique in that it guarantees one interaction or at least 30 seconds of attention, as well as the MRC and IAB viewability recommended standard of 50 percent of pixels in-view for at least two continuous seconds.

The industry has long sought a video solution that offers viewability standards that ensure video advertising is actually in an environment where real consumers can view it. According to Business Insider’s Intelligence report “Ad Viewability: How Industry Groups, Advertisers, and Ad Tech Vendors are Defining and Fixing the Problem,” rates of viewability across ad platforms ranged from 35 – 50 percent in Q2 2014.

In response, industry players, including Visible Measures, have called for an overall marketplace solution, advocating for a single open-source technology, Open Video Viewability, for measuring ad viewability aligned with agreed upon industry standards.

“Viewability standards are a major pain point for advertisers. Without this accountability, brands can’t be assured as to whether consumers are actually seeing their video ads. In other words, you may be paying for something you actually don’t get,” said Brian Shin, CEO of Visible Measures. “Our viewable video solution is a direct response to this need, extending the IAB and MRC suggested definitions, to guarantee consumer attention.”

Visible Measure's video solution guarantees consumer attention with competitive cost-per-view pricing, because they’ve become so proficient in optimizing for viewability, they simply don’t charge their advertisers when an impression isn’t viewable. In other words they guarantee 100% of their paid media delivery to be viewable. Beyond that, they only charge when a user interacts with your video at least once, or watches for at least 30 seconds.

They are the first company to undergo its own MRC accreditation for viewability, while also supporting third party verification with companies such as Moat.

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Why Interactive Video Content is Imperative for Brands

1. People want to learn and interact In this Ad Age study with Google, consumers were asked “how important are ad features in getting you to interact with online ads?”

The results are encouraging: people want aesthetically pleasing ads, from recognizable brands, in noticeable placements, and preferably with video.

However, they also want “information on a product or service that I want to learn about” and “the ability to interact”. So it’s not just about online video but about interactive video, which can look great and have emotional impact but can also provide other marketing solutions.

2. It improves brand health

Many case studies show brands that foster engagement and captivate attention through interactive video enjoy better brand-customer relationships – as measured by brand influence, favorability and consideration – than more linear ad experiences.

3. It drives sales

Irrespective of what else is going on in a campaign, or in peoples’ lives, people that see your ads should buy more than people who don’t.

The same Ad Age/Google study shows that 94% of people who engage with ads frequently make their buying decisions based on online advertising and 40% who engage buy online often or daily. Brands: people that engage with interactive ads buy stuff.

How does interactive video deliver attention?

1. By cutting-through 

Once your brand is in front of the right person you need it to illicit an emotional, cognitive, or physical response. This requires an ad to cut through the noise of daily life and deliver an experience that is unique, interesting, and/or involving.

A study from Millward Brown revealed that’s exactly what you get when using interactive video – in-banner, in-stream and mobile – versus ‘plain’ video only.

2. Respects the consumer journey

Why is the average click through rate on standard display units around 0.07%? One argument is that clicking on an ad is a disruptive experience.

It relies on a consumer taking time from whatever online activity they’re doing, clicking away to your brand site, and then somehow finding their way back to their original activity. If you want people to spend time with your brand then give them an experience that respects their journey.

Interactive video allows you tease a person into an initial interaction with your ad and, if you have set expectations right, gives an opportunity for them spend time in your brand experience but be returned gently to their original journey.

3. Targets the right user

A colleague says: “Engagement acts as a natural filter, allowing users that are interested to raise their hands and allowing those that are not to enjoy only light impact”.
If you get the initial creative, the media, and the audience optimization right it gives you the opportunity to expose your brand to the right people. However, interactive video then self-determines for people interested at that moment, draws in new prospects by offering the chance to capture emotional attention whilst also offering rational exploration, and protects your brand equity from forced experiences.-eConsultancy

Are you using video? To learn how contact Jeff at 888.712.8211 or jmiller@vmakers.com.

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YouTube owns a fifth of the U.S. digital video ad market

YouTube brought in over $1.1 billion in video ad revenues in 2014, according to eMarketer. That’s 19 percent of the entire U.S. digital video ad spend, which totaled $5.9 billion this year.

To better compete with platforms featuring only well-produced, high-quality content, YouTube introduced its “Google Preferred” program in late April. Preferred enables brands to advertise exclusively against the top 5 percent of content on the site, in areas such as food, music and gaming. Marketers can pay an even higher rate to allocate some of that inventory to the top 1 percent of videos.

YouTube is seeking non-advertising revenue too.
To bolster its bottom line with non-advertising revenue, YouTube is aiming to mimic the success of subscription services such as Netflix and Spotify. In November, it introduced YouTube Music Key, which is currently in beta. For $10 a month, Music Key offers ad-free listening, the ability to play music offline and in the background on your phone, and access to Google’s Play Music All Access service. The service brings music fans convenient access to hot new tracks as well as the eclectic rarities and remixes uploaded by the YouTube community.

YouTube may also offer a paid subscription model for its video content down the line. In late October, YouTube CEO Susan Wojcicki said she’d like to offer users an alternative to pre-roll ads on the site.

“YouTube right now is ad-supported, which is great because it has enabled us to scale to a billion users, but there are going to be cases where people are going to say, `I don’t want to see the ads, or I want to have a different experience’,” Wojcicki said in an onstage interview at a Re/code conference. She mentioned apps where users can “either choose ads, or pay a fee, which is an interesting model. … We’re thinking about how to give users options.”

YouTube’s competitors are gaining ground.
YouTube remains a massive, dominant player in the world of digital video, but its competition has steadily gained ground over the course of the year. AOL has quietly become a digital video powerhouse; Vessel is gearing up to launch a short-form Hulu, poaching YouTube stars as its key draw; and brands are moving away from a YouTube-centric strategy as they embrace native Facebook video for their video marketing efforts.

Facebook is also courting publishers, YouTube stars and other key partners in the looming battle for digital video dominance. The social media giant even signed a deal with the NFL last week for access to short video clips, such as highlights and news, revealing the massive scope of its video ambitions.

The advance of YouTube’s competitors is reflected the latest data from comScore, which tracks video viewership on U.S. desktop devices. In November, YouTube still topped the charts with 162 million unique viewers. But with 104 million unique viewers, AOL topped a major milestone, breaching the 100 million mark for the first time. Facebook sat in a close third with 95 million uniques, followed by Yahoo with 56 million. This past May, YouTube posted 150 million unique video viewers, AOL had 66 million, Facebook had 81 million and Yahoo had 52 million, according to comScore.

YouTube is investing in its creators (again).
In September, YouTube promised to open up its checkbook to creators on the platform, funding some of their original content efforts on a per-project basis. This isn’t the first time it has tossed money at channels, however: Back in 2011, it handed out $100 million to over 100 channels on the platform, many of which were established media firms and figures. It was an exercise in garnering legitimacy for the burgeoning platform.

This time around, with the money going exclusively to “authentic YouTube creators,” YouTube’s motivation is completely different. It’s a defensive move as competitors such as Facebook, Vessel and Vimeo court YouTube creators with lucrative deals and revenue shares, Grantland publisher David Cho explained to Digiday at the time.

It’s also about encouraging creators to produce longer programming, said Outrigger Media CEO Mike Henry. “Stretching the popularity of YouTube stars beyond their typically short-form clocks is going to present a lot of advantages for Google, particularly for over-the-top consumption,” said Henry. Specifically, content shaped more like TV programming could appeal to a broader range of demographics as well as advertisers more comfortable with that format.

YouTube networks selling for major money.
Massive media companies that want a piece of the digital video scene have an easy way in: buy a multichannel network (MCN). That’s exactly what Disney, Otter Media (The Chernin Group and AT&T’s joint venture) and European broadcaster RTL Group did this year with their respective acquisitions of Maker Studios, Fullscreen and StyleHaul. Maker sold for $500 million, with another $450 million tied to performance goals; Fullscreen sold for somewhere between $200 to $300 million; and StyleHaul went for around $151 million. Other investment activity in the space — including Hearst’s $81 million check to AwesomenessTV, which bought it for a 25 percent stake — highlighted the massive value of big MCNs.

Leading MCNs such as Maker and Fullscreen have grown their audiences to the tens of millions, while keeping their productions costs extremely low compared to TV and film. But these media giants snapping up MCNs are paying for more than access to millennials and Generation Z: MCNs enable marketers to deliver video ads to highly targeted audiences and craft effective native ads with leading influencers.-Digiday

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Top 7 Holiday Videos for 2014

1. John Lewis’ “Monty the Penguin”: 31,140,574 views


2. Samsung’s “Home for the Holidays”: 21,013,232 views

3. Sainsbury’s “Christmas 2014”: 16,420,630 views



4. Band Aid 30’s “Do They Know It’s Christmas”: 15,063,530 views


5. Poo~Pourri’s “Even Santa Poops”: 10,344,783 views


6. Target’s “Holiday 2014”: 6,264,542 views


7. Microsoft’s “Winter Wonderland”: 6,370,293 views



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Digital Ad Viewers Are Most Attentive on Smartphones

The device on which a consumer views video ads matters far more than mood or location—or even the content genre. According to July 2014 research by YuMe and IPG Media Lab, smartphones have the biggest influence on attention, followed by tablets and then PCs.

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Purchase intent benefitted from high video attention on mobile devices. Among US internet users who viewed pre-roll video ads on a smartphone—a group that’s often on the go—64% of those who were highly attentive planned to purchase the product advertised. In comparison, just 23% of smartphone viewers who paid little attention intended to buy. Interestingly, while there was a correlation between attention and purchase intent on tablets as well, 37% of those who viewed pre-roll ads on tablets with low attention still planned to buy the product advertised—more than the low-attention audiences for PCs and smartphones.

Smartphones are increasing their share of digital video ad views. Q2 2014 research from FreeWheel found that, while desktop and laptop computers still grabbed the large majority of digital video ad views served in the US on the source’s platform (76%), this had dropped 3 percentage points since Q1 2014 as a result of smartphone views. Between Q1 2014 and Q2 2014, the smaller screen grew its proportion of total video ad views from 11% to 13%.

For now, PCs still rule the field when it comes to digital video ad views, but as smartphone viewers prove to be more attentive—and purchase intent continues to rise as a result of ads on such devices—users should be prepared to see more video ads popping up on their phones.eMarketer
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YouTube’s US video ad revenues - $1.13 billion in 2014

According to new figures from eMarketer, YouTube’s net video ad revenues—ads exclusively run on the site’s video clips, not including banners, search and other ads on the site, and excluding traffic and content acquisition costs—will grow in step with the video ad market overall, and the site won’t increase its market share significantly in the coming years.



Though its video ads are growing at a rapid rate, YouTube’s potential is currently hindered in part because its video ad placements are not consistent across the board. Advertisers like the volume of users and variety of content on YouTube, and the growth of various channels on YouTube, focused on topics such as beauty tips and gaming, gives advertisers that want to deliver relevant ads to those audiences a very well-targeted reach.

But they’re also increasingly drawn to platforms with exclusively high-quality, well-produced content. Much of the time audiences spend with digital video in general is not useful for advertisers, such as clips that are either too short to include ads or not brand friendly, and both are attributes of many user-generated YouTube videos that get the most views.

eMarketer’s outlook for both AOL and Yahoo is predicated on increases in digital display revenues due to ads placed against premium video content, which includes full-length shows, digital shorts and other professionally produced programming. AOL will see its US display ad revenues grow nearly 20% in 2014, eMarketer estimates, due in no small part to the success of its Adap.tv ad platform. Meanwhile, Yahoo’s US display business is currently in decline—expected to drop 3.6% this year—but aided by its intensified push into premium video content this year, we estimate that Yahoo’s display ad revenue growth will turn positive again in 2015.



Overall, US digital video ad spending continues to increase significantly, up 56.0% this year to reach $5.96 billion, according to eMarketer. Growth will taper off rapidly, however, slowing to 13.9% by 2018, when digital video spending will reach $12.82 billion, according to our forecast. Though video advertisers are following the broader trend of shifting dollars to mobile devices, mobile video ads actually suppress the overall market in part, since many smartphone video ads are short ads accompanying short clips and often cost less than desktop video ads.

Video’s share of digital display ads in the US will gain significant ground, increasing from 21.6% of all digital display advertising last year to 30.1% by 2018. Meanwhile, rich media—which can include video and interactive elements—will also gain share of the digital display market, taking away dollars from banners and other static ad formats.



One key factor holding back the digital video ad market, however, is the fact that more and more digital video content is streamed through subscription services such as Netflix or Amazon Prime Video—neither of which support advertising. In addition, TV will remain by far the leading individual medium for ad spending in the US, totaling $68.54 billion this year—compared with just shy of $6 billion for digital video ads—and TV advertising will increase more than digital video in real dollars in each year throughout our forecast period.-eMarketer

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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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Digital Video Trends - Long-Form Viewing Mirroring TV

Several trends in the video advertising industry indicate that digital video long-form viewing is increasingly mirroring the TV experience, per FreeWheel’s Q2 Video Monetization report. From the growth in long-form content viewing to the length of mid-roll ad breaks, the typical duration of ads, and the verticals that are advertising, the report’s authors push the point that for viewers “TV is TV, regardless of the screen.”

The TV – as a form factor – is expected to remain a significant screen, as in-home devices (such as TVs, tablets, and OTT devices) are used more for longer-form viewing, while smartphones are generally used for snackable content. Indeed, as the FreeWheel report indicates, 70% of ad views on OTT devices came from long-form and live content during Q2, as did 63% of ad views on tablets. By comparison, only 35% of ad views on smartphones came from content at least 20 minutes in length.

Consumers’ increasing desire to watch on their own schedule suggests that appointment viewing is tending to center more on live events, such as sports. The FreeWheel report indicates that this extends to digital viewing also, as 18.3% share of all ad views for programmers were for live viewing (up from 8.1% share a year earlier), with live viewing predominately the realm of sports, to the tune of 81% share. [FreeWheel splits its report up into "Programmers" and "Digital Pure-Play Publishers" with the former including programmers and multi-channel video programming distributors (MVPDs) who generate the majority of their ad revenues from linear TV services.]

In other signs of digital video mirroring the TV experience, FreeWheel finds that:

• Two-thirds of all ad views on long-form content were 30 seconds in duration, the typical length for TV ads;
• During Q2, publishers tested heavier ad loads more in tune with what viewers see on TV, as mid-roll breaks during long-form content averaged 98 seconds in length (and 3.7 ads), compared to 68 seconds (and 2.7 ads) a year earlier; and
• The composition of advertiser categories on digital video more closely resembled those on TV than on digital advertising as a whole, with the same top 5 across each (CPG, financial services, retail, telecom/computing, and auto/energy/manufacturing).

FreeWheel also notes the increasing growth of authenticated viewing (defined as “viewing that occurs after viewers enter their MVPD subscription credentials”). In fact, for programmers, authenticated ad views on long-form and live content increased to 38% share of ad views on such content, up from just 8% share a year earlier.

Finally, in a more in-depth look at OTT viewing, FreeWheel reports that two-thirds of OTT ad views came from streaming set-bop boxes and “dongles.” At 34% share, Roku was the leader, ahead of Apple TV (26%) and Chromecast (7%).

About the Data: The data set used for the FreeWheel report is one of the largest available on the usage and monetization of professional, rights managed video content, and is comprised of over 50 billion video views in the first half of 2014.

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Top 5 Video Ads in June 2014

1. Shakira - La La La (Brazil 2014) ft. Carlinhos Brown



2. Always #LikeAGirl



3. Nike Football: The Last Game ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta & more



4. Volkswagen - Eyes on the road



5. Little Baby's Ice Cream "This is a Special Time"

Mashable Global Ads Chart Courtesy of Unruly

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Mobile Video Advertising To Grow 119% in 2014

For starters, mobile video advertising is on pace to more than double this year, making it the fastest growing area of advertising, eMarketer said in a just-released report. Mobile video ads will grow 119% this year to $1.44 billion, and that compares to a strong 26.4% growth rate for online video ads, which will generate revenue of about $4.45 billion this year. In addition, the growth rate in mobile video ads will exceed traditional online video ads on desktops or laptops. By 2018, mobile video should hit $5.44 billion in revenue, putting it close to online video’s $6.83 billion, the report said.

The reasons behind this growth are twofold. First, buyers are shifting some money from TV -- about 15% of ad buyers said they’re moving money to digital. The second is the audience. Smartphone and tablet usage are skyrocketing and as penetration grows, so does video use and ads on those devices, especially on tablets, per eMarketer.

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Digital Video Ad Spending Rising [study]

Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years, according to a new eMarketer report, “50 Best Practices for Digital Video: Do’s and Don’ts for More Effective Advertising.”


Even though digital video advertising is in some ways well established, it is still new to many marketers and is still evolving for the experienced ones.

For this report, eMarketer gathered insights from dozens of experts in the space—executives at brands and ad agencies, publishers, ad networks, and technology support companies. Here are the tips and suggestions from these thought leaders on integrating video ads with TV, one section of digital video advertising we focused on:

Use video to reinforce the larger TV campaign.

Use TV for reach and digital video for frequency. TV advertising typically raises the profile and creates a lot of impact. Then it’s supplemented by high frequency, much cheaper inventory bought through video networks, for example, or any programmatic video buy.

There’s no simple or single formula for budgeting sight-sound-motion ads across TV and digital. It’s going to depend by brand, by objective of what you’re trying to accomplish, by results over time and refining and tweaking those.

Best practices are established by corporate silos—or the absence of them. The next step will be around organizational structure. We hear a lot from agencies that the digital and linear sides are slowly coming together, and the same thing is happening with publishers. And the more these discussions happen and these groups come together, the easier it will be for the industry to start transacting on more of a converged space. So another best practice is to really think about how you merge those two sides of the house.

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

Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years, according to a new eMarketer report, “50 Best Practices for Digital Video: Do’s and Don’ts for More Effective Advertising.” - See more at: http://www.emarketer.com/Article/How-Do-You-Combine-TV-Digital-Video/1010900#sthash.wvr75hR2.dpuf

Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years, according to a new eMarketer report, “50 Best Practices for Digital Video: Do’s and Don’ts for More Effective Advertising.” - See more at: http://www.emarketer.com/Article/How-Do-You-Combine-TV-Digital-Video/1010900#sthash.wvr75hR2.dpuf

Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years, according to a new eMarketer report, “50 Best Practices for Digital Video: Do’s and Don’ts for More Effective Advertising.”

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Even though digital video advertising is in some ways well established, it is still new to many marketers and is still evolving for the experienced ones.
For this report, designed primarily for ad buyers, whether agencies or brands, eMarketer gathered insights from dozens of experts in the space—executives at brands and ad agencies, publishers, ad networks, and technology support companies. Here are the tips and suggestions from these thought leaders on integrating video ads with TV, one section of digital video advertising we focused on:
Use video to reinforce the larger TV campaign. “We know that when we’re out with a digital video buy, there’s greater recall when our [TV] spot actually airs.” (Amy Peet, Chrysler Group)
Use TV for reach and digital video for frequency. “As a cross-media planner, if you’re able to sequence these two things together, you can have them both working in unison—one for reach, one for frequency. TV advertising typically raises the profile and creates a lot of impact. Then it’s supplemented by high frequency, much cheaper inventory bought through video networks, for example, or any programmatic video buy.” (Matthew Waghorn, Huge)
Don’t expect a panacea—it doesn’t exist. There’s no simple or single formula for budgeting sight-sound-motion ads across TV and digital. “It’s going to depend by brand, by objective of what you’re trying to accomplish, by results over time and refining and tweaking those.” (Doug Knopper, FreeWheel)
Come together. Best practices are established by corporate silos—or the absence of them. “The next step will be around organizational structure. We hear a lot from agencies that the digital and linear sides are slowly coming together, and the same thing is happening with publishers. And the more these discussions happen and these groups come together, the easier it will be for the industry to start transacting on more of a converged space. So another best practice is to really think about how you merge those two sides of the house.” (Brian Dutt, FreeWheel)
- See more at: http://www.emarketer.com/Article/How-Do-You-Combine-TV-Digital-Video/1010900#sthash.wvr75hR2.dpuf

Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years, according to a new eMarketer report, “50 Best Practices for Digital Video: Do’s and Don’ts for More Effective Advertising.”

SHARE

7

28

3

0

Even though digital video advertising is in some ways well established, it is still new to many marketers and is still evolving for the experienced ones.
For this report, designed primarily for ad buyers, whether agencies or brands, eMarketer gathered insights from dozens of experts in the space—executives at brands and ad agencies, publishers, ad networks, and technology support companies. Here are the tips and suggestions from these thought leaders on integrating video ads with TV, one section of digital video advertising we focused on:
Use video to reinforce the larger TV campaign. “We know that when we’re out with a digital video buy, there’s greater recall when our [TV] spot actually airs.” (Amy Peet, Chrysler Group)
Use TV for reach and digital video for frequency. “As a cross-media planner, if you’re able to sequence these two things together, you can have them both working in unison—one for reach, one for frequency. TV advertising typically raises the profile and creates a lot of impact. Then it’s supplemented by high frequency, much cheaper inventory bought through video networks, for example, or any programmatic video buy.” (Matthew Waghorn, Huge)
Don’t expect a panacea—it doesn’t exist. There’s no simple or single formula for budgeting sight-sound-motion ads across TV and digital. “It’s going to depend by brand, by objective of what you’re trying to accomplish, by results over time and refining and tweaking those.” (Doug Knopper, FreeWheel)
Come together. Best practices are established by corporate silos—or the absence of them. “The next step will be around organizational structure. We hear a lot from agencies that the digital and linear sides are slowly coming together, and the same thing is happening with publishers. And the more these discussions happen and these groups come together, the easier it will be for the industry to start transacting on more of a converged space. So another best practice is to really think about how you merge those two sides of the house.” (Brian Dutt, FreeWheel)
- See more at: http://www.emarketer.com/Article/How-Do-You-Combine-TV-Digital-Video/1010900#sthash.wvr75hR2.dpuf

Digital video advertising will make up nearly 12% of all digital ad spending in the US this year and is projected to grow significantly faster than search or overall display advertising for the next several years, according to a new eMarketer report, “50 Best Practices for Digital Video: Do’s and Don’ts for More Effective Advertising.”

SHARE

7

28

3

0

Even though digital video advertising is in some ways well established, it is still new to many marketers and is still evolving for the experienced ones.
For this report, designed primarily for ad buyers, whether agencies or brands, eMarketer gathered insights from dozens of experts in the space—executives at brands and ad agencies, publishers, ad networks, and technology support companies. Here are the tips and suggestions from these thought leaders on integrating video ads with TV, one section of digital video advertising we focused on:
Use video to reinforce the larger TV campaign. “We know that when we’re out with a digital video buy, there’s greater recall when our [TV] spot actually airs.” (Amy Peet, Chrysler Group)
Use TV for reach and digital video for frequency. “As a cross-media planner, if you’re able to sequence these two things together, you can have them both working in unison—one for reach, one for frequency. TV advertising typically raises the profile and creates a lot of impact. Then it’s supplemented by high frequency, much cheaper inventory bought through video networks, for example, or any programmatic video buy.” (Matthew Waghorn, Huge)
Don’t expect a panacea—it doesn’t exist. There’s no simple or single formula for budgeting sight-sound-motion ads across TV and digital. “It’s going to depend by brand, by objective of what you’re trying to accomplish, by results over time and refining and tweaking those.” (Doug Knopper, FreeWheel)
Come together. Best practices are established by corporate silos—or the absence of them. “The next step will be around organizational structure. We hear a lot from agencies that the digital and linear sides are slowly coming together, and the same thing is happening with publishers. And the more these discussions happen and these groups come together, the easier it will be for the industry to start transacting on more of a converged space. So another best practice is to really think about how you merge those two sides of the house.” (Brian Dutt, FreeWheel)
- See more at: http://www.emarketer.com/Article/How-Do-You-Combine-TV-Digital-Video/1010900#sthash.wvr75hR2.dpuf

Online Video Draws More Female Viewers

Online video is attracting a growing audience, with 1 in 5 or more American adults watching a TV show online (28%), amateur content (31%), or original digital video (22%) on at least a monthly basis, per results from an IAB study conducted by GfK. The study indicates that the share of Americans aged 18-64 watching TV content online and original digital video on a monthly basis has grown from last year’s study; an analysis of the demographic profiles of these audiences also indicates that they skew less male.

(“TV Online” refers to network TV shows online; “Amateur” refers to amateur, user-generated video; and “Original Digital Video” refers to professionally produced video only for online distribution and viewing. All data presented refers to viewers watching each type of content on at least a monthly basis.)

This year:

• 48% of TV online viewers are female, up from 45% last year;
• 47% of amateur video viewers are female, up from 44% last year; and
• 46% of original digital video viewers are female, up from 40% last year.

While the average (mean) age of a TV online viewer has aged from 36.1 to 38.1, the comparable figures for amateur video viewers (38.6) and original digital video viewers (39) remain steady.

Also changing from last year: the percentage of viewers with kids in the household. This year, that figure ranges from 41-43% across the video types, up from 36-38% last year.

Not surprisingly, the percentage of video viewers who own smartphones and tablets has grown significantly. Concurrently, the share of original digital video viewers using mobile devices to view that content has jumped by a sizable amount. This year, while laptops and desktops remain the most-used devices for streaming original digital video, almost half are using smartphones (46%) and tablets (41%) to watch, up from 26% and 23%, respectively, last year.

That doesn’t mean they’re watching on-the-go, though: 87% of original digital video viewers typically watch at home, and 65% say they only ever watch at home.

Word-of-mouth is the top way by which the original digital video audience learns about new content, with 51% saying they discover content through friends, relatives, and word-of-mouth. Not far behind, though, 41% say they find new content through social media sites, a big jump from 24% last year.

About the Data: The data is based on a survey of 2,388 adults screened from a general population sample for being monthly+ viewers of online video and “ever” users of either TV Online, Amateur, or Original Digital Video. Full surveys were completed with 1,011 monthly+ viewers. Due to robust sample sizes, analysis was performed on monthly+ users of each video type.

The survey was conducted from March 27-April 2, 2014.

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

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Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
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Online Commerce Videos Rate High

Some 77% of online shoppers, when asked how helpful an online commerce video is, give it a 4- or 5-star rating, according to Invodo’s Q1 2014 Video Commerce Benchmarks Report. The distribution skew towards positive ratings remains consistent from year past, according to the report, which also reveals that online commerce video viewers are almost twice as likely to make a purchase as those who don’t watch videos.

That tallies with recent survey results from Animoto, which found almost three-quarters of respondents reporting being more likely to make a purchase after viewing an online video that explained a product or service.

The same survey indicated that 42% of respondents want to see more product description videos online, with respondents noting a particular interest in content related to electronics. The Invodo study provides some statistics related to engagement with video: the report indicates that almost 1 in every 8 visitors to a commerce web page watch at least some of a video if it’s available on the page. These view rates were higher for videos in the Manufacturing and Construction and Home and Houseware categories, which the analysts note often involve more considered purchases.

Meanwhile, almost two-thirds of video viewers watch to 80% completion, at which point they’re likely to have watched the portion of the video that’s most likely to motivate them to take action.

Finally, almost one-third (31.7%) of commerce videos were viewed on a smartphone during Q1, with an additional 5.6% share watched on tablets. Invodo notes that commerce videos tend to have more influence on mobile devices than on desktops.

About the Data
Video’s influence on purchase likelihood was determined by comparing the number of viewers who purchased to the number of non-viewers who purchased.

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