Businesses need to look again at online video platforms, Forrester says

Businesses need to be doing much more to embrace the opportunities offered by video, according to a new report from Forrester.

It suggests that businesses who think that having a YouTube channel is enough for a brand are wrong and that companies must adopt online video platforms (OVPs) to help deliver engaging, interactive and personalised experiences to their customers.

In the report, Forrester’s Vendor Landscape: Online Video Platforms for Sales and Marketing, the company explains that whilst the roots of...

By Liz Morrell, 25 May 2016, 0 comments. Categories: Advertising Technology, Video & Audio Marketing.

Adobe launches new visual story tool for small businesses

Adobe has launched a new free service, Adobe Spark, which it claims is the only integrated web and mobile solution for creating and sharing visual stories. It has been aimed to appeal to anyone from small businesses to social marketers and students.

The new service is part of Creative Cloud and includes a number of rebranded associated apps from Adobe that allow users to create, edit and share their story from wherever they are.

They include the Adobe Spark web app, a browser-based...

By Liz Morrell, 25 May 2016, 0 comments. Categories: Advertising Technology, Content Marketing, Video & Audio Marketing.

Millennials most valuable audience for relevant, authentic video ads

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They are already known as one of the most fickle generations when it comes to online content but get video ad content right and millennials are 112% more likely to share it than any other demographic.

The conclusion comes from Unruly’s Future Video Survey, which canvassed the views of 3,200 people worldwide and showed that millennials are also 23% more likely to enjoy ads they find relevant.

43.1% said that they were creeped out by ads following them around the web

But get...

Facebook announces expansion of brand video ads on Audience Network

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Facebook has announced a significant expansion of its video ad offering as it begins begin selling ads on behalf of brands on its Audience Network.

Facebook's Audience Network is a collection of third-party apps and sites that advertisers can use to extend the reach of their Facebook and Instagram adverts. 

New functionality in Facebook’s Adverts Manager now allows...

By Rachael Power, 17 May 2016, 0 comments. Categories: Advertising Technology, Video & Audio Marketing.

Vine experiencing ‘huge exodus’ of influencers, claims stats

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Twitter’s video sharing service Vine has seen a decline in the number of influencer users since the start of January 2016, according to new statistics.

Influencer marketing technology platform Markerly said that 50% of ‘top influencers’ on Vine have either deleted their accounts or simply stopped posting since 1 January 2016.

As of December 2015, Vine, which shot to fame after being acquired by...

By Rachael Power, 17 May 2016, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Why marketers need to up their investment in YouTube for better ROI

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Marketers need to make more use of online video resources such as YouTube, whose ROI is rising compared to TV, according to new research.

In a meta analysis of 56 case studies across eight countries it was found that YouTube delivered a higher return on investment than TV in more than three-quarters (77%) of cases. The research was carried out with a range of partners that included BrandScience, Data2Decisions, GfK, Kantar Worldpanel, MarketingScan and MarketShare.

Lucien van der...

By Liz Morrell, 21 April 2016, 0 comments. Categories: Advertising, Case Studies, Video & Audio Marketing.

The video marketing explosion is coming – but businesses are struggling to cope

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Marketers are already well aware of the power of video, with 80% of businesses believing that video content provides an edge over their competitors and 79% planning to invest in video content in the next 12 months in a range of functions from marketing to training. However, despite its potential many businesses simply don’t have the infrastructure and knowledge to enable them to cope with such an explosion in usage, according to The Future of Video, a report from Cass Business...

By Liz Morrell, 11 April 2016, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

This product claims to be the first fully automated video ad delivery platform

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Global ad delivery and automated workflow company Group IMD has launched what it claims is the industry’s first fully automated video ad delivery platform – cutting the time it takes to approve a video ad to around a sixth of the time it took before.

The automated process replaces the previous matching of orders and manual quality control of video ads before they are sent off to mainstream broadcasters and digital publishers.

The new fully automated, cloud native platform, IMD...

By Liz Morrell, 18 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

How video marketing opportunities are opening up for smaller businesses

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Harnessing the power of video for marketing is a challenge for any business, but for small to medium sized businesses more limited on resources, it can be even more daunting, with costs high and producing high-end video complex.

However smart video storytelling application Magisto claims to be changing that with the extension of its platform to enable smaller businesses to more easily use video as part of their marketing mix.

The company has introduced user interactivity into its patented...

By Liz Morrell, 29 February 2016, 0 comments. Categories: Customer Experience, Video & Audio Marketing.

Why brands are failing to maximise the potential of video for advertising

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Videos will account for half of all internet traffic by 2019 and yet many brands are still not doing enough to maximise their potential as an advertising medium, according to a new report from L2.

This is particularly true in the fashion industry where only a handful of brands take advantage of mobile video advertising opportunities according to L2.

The study showed that video ad spend is predicted to grow by 22% per year over the next five years – particularly on mobile where...

By Liz Morrell, 05 February 2016, 0 comments. Categories: Advertising, Content Marketing, Video & Audio Marketing.

The year of video and data: Why mobile video is the route to follow

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In the last few years, when asked to provide predictions for the year ahead, marketers have tended to lazily offer up one word on a consistent basis: mobile.

If you have followed the advertising industry during this time, you would be forgiven for thinking that the past five years were all the ‘year of mobile’. In reality however, aside from all this bluster, mobile has been here to stay for a while. So it’s about time brands consolidated and consider how to really...

By Will Proops, 01 February 2016, 0 comments. Categories: Branding, Mobile Marketing, Video & Audio Marketing.

AccuWeather.com achieves 300% increase in video views after revamp

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Global weather information and digital media provider AccuWeather.com has achieved a 300% increase in video views over the previous year after revamping its video offer to customers.

The company works with video cloud services provider Brightcove to supply breaking updates, local forecasts, on-the-scene coverage and user generated content via its AccuWeather.com Video Wall which has been built by Brightcove to make it easier to search, view and share videos through the site.

As well as...

By Liz Morrell, 07 January 2016, 0 comments. Categories: Campaigns, Case Studies, Video & Audio Marketing.

Opinion: Facebook could take over social video

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As brands are increasingly using video to engage with audiences, we are seeing more and more social media networks building video into their platforms. We are also seeing a great deal of innovation to help those videos get seen by more people. YouTube has always been the dominant player for video, but we are seeing a huge push from other networks to do more with video, most of all Facebook. Could they...

By Jake Ward, 08 December 2015, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Marketing and ad tech M&A activity hits near record heights for Q3

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The advertising and marketing tech sectors have continued to see buoyant merger and acquisition activity in the third quarter of this year with activity only just falling short of Q3 2014 figures which saw the strongest activity on record.

The data comes from a study released by specialist technology and marcoms corporate finance advisor Results International.

112 deals were announced in Q3 2015 compared with 113 for the same period last year. Compared to the previous quarter, total...

Why the future of video marketing is mobile

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As audiences have transitioned from traditional media to desktop and now mobile, the concept of premium becomes subjective and more difficult to define, because it ultimately comes down to ability to target and engage with audiences.

There are, of course, attributes that would mark out a publisher’s video inventory as superior. These include the quality of the content, how engaged the audience is with that content, and whether that audience is addressable.

The future of video...

By Stephen Jenkins, 14 September 2015, 0 comments. Categories: Mobile Marketing, Video & Audio Marketing.

How brands are having to spend more to secure loyal app users

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Brands are having to up their spend to find loyal users even though app usage continues to increase, suggests the latest figures in the Fiksu Indexes.

The index measures show that in June the cost per loyal user (CPLU) was $3.21 – a rise of 30% on the previous month and 44% year on year.

This coincided with an increase in app downloads of 24% for the previous month according to the Fiksu App Store Competitive Index, which measures the average aggregate daily downloads of the top...

By Liz Morrell, 19 August 2015, 0 comments. Categories: Advertising, Branding, Mobile Marketing, Publishing, Video & Audio Marketing.

Top 100 brands more active than ever on YouTube

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New research from Google has revealed the actions of the top 100 brands on YouTube, looking at their behaviour and spend on the medium and showing that the channel continues its strong growth.

YouTube is increasingly being used by viewers going to the channel specifically to watch content from brands – indeed four of the top ten trending YouTube videos of last year were created by brands.

And this means increasing engagement with views of branded content of the top 100 brands...

By Liz Morrell, 21 July 2015, 0 comments. Categories: Branding, Video & Audio Marketing.

What makes video content marketing great? Follow these key principles

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There is a cartoon from Tom Fishburne of Marketoonist where a young child says to her father at bedtime: “Daddy, instead of a story, can you read me some branded content?” Even though the cartoon was penned in 2013, the message still resonates. Anyone reading this will know content marketing can be a jewel in a campaign’s crown, but if it’s too obviously ‘branded...

By James Bourne, 10 July 2015, 0 comments. Categories: Best Practice, Video & Audio Marketing.

Five ways to build the best programmatic video strategy

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The programmatic video industry is in a constant state of evolution. Every year, there are better ways of collecting and analysing data. Brands and advertisers have greater access into insights with each new campaign they run.

That being the case, it’s best practice to test new strategies often. Here are five key steps to help build the best programmatic video strategy.

Establish your goals

Start at the beginning: establish campaign goals. Your KPIs will obviously depend on the...

How mobile audiences are driving the growth of video

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Mobile audiences are proving to be the most popular for the growth of video consumption and advertising growth, according to new figures.

The Q1 2015 Global Video Index from Telstra subsidiary Ooyala shows that mobile devices made up 42% of all online viewing during the first quarter of this year. Of those views it was smartphones that particularly drove the growth – accounting for four times as many plays than tablets during the period.

The report also showed that TV...