We’ve launched a new video series featuring interviews with PR and marketing specialists filmed in the back of a London black cab.
View full article here: http://www.gorkanapr.com/news/article?news_articles_id=9182
Marked growth of the US online video advertising sector, currently worth $1bn, is set to continue over the next year, according to a major new report by the Internet Advertising Bureau (IAB).
Around 69% of advertisers and 55% of agencies plan to increase their online video advertising in the next 12 months, triggering a 22% increase in the market over the same period.
Healthy figures peppered the IAB’s results. One particularly bright finding is that those surveyed (namely 500 digital and/or television media decision makers that intend to spend $1 million or more in the next 12 months) envision spending 17% of overall digital marketing budgets on online video.
Respondents cited a number of factors influencing a move towards online video. High levels of consumer engagement ranked highly, as did the medium’s trackable nature and targeting capabilities. Many respondents favoured the low production costs of online video. Many are planning to shift ad dollars away from television in chase of better ROI, reaffirming the evolution, or should we say, revolution, in the allocation of marketing budgets. More »
Online video is booming in the US, where its rapid rise shows no signs of levelling off.
New figures from Nielsen reveal a sector in rude health, with home and work-based online video usage up a hefty 45% year on year. Further good news comes from the fact that this growth isn’t being driven by new users, which means that those already engaging with online video are now consuming even more of it.
The big players in online video are serving up more content than ever. Last month, YouTube recorded more than 112m unique viewers in the US, serving nearly 8.5bn streams. Facebook followed YouTube as the second most popular property by unique views, luring more than 32m unique viewers last month.
But eyeballs aren’t everything – in terms of engagement, Nielsen’s research found that Netflix viewers spent the longest time actually viewing video content, at an average of 11 hours and eight minutes.
Hulu viewers ranked second in Nielsen’s time-per-viewer category, viewing on average five hours and 35 minutes.
According to Econsultancy, analysis of these numbers reveals that content truly is king in the online video space. While social networks such as YouTube and Facebook attract the most viewers, their largely user-generated content doesn’t necessarily hold viewers’ attention for long. Professional content, such as that offered by sites like Netflix and Hulu, seems to keep viewers online for longer. More »
New research reveals that online video is the key feature that will grab attention on a webpage, with more than half of US executives (59%) indicating that they would watch a video rather than read text on the same page.Findings from the Forbes survey featured in e-Marketer this week offer advertisers an insight on key trends and how marketers can make the most of the “fastest-growing digital ad format”.
Apparently, according to the Forbes survey, executives in older age-groups are less tolerant of in-stream ads accompanying a video, although younger executives are more comfortable with the format.
In light of the findings from the Forbes survey, figures from Ad-ology’s “2011 Small Business Marketing Forecast” indicate that small businesses are increasingly likely to utilise online video, although the survey also indicates a lack of skills in the area – 22% said they were frustrated with trying to understand online advertising.
eMarketer suggests that marketers should focus on their target audience and decide how a video format will help a company’s message come across. According to about.com, ads which show how to use a product are the most popular (in electronics) and informative videos also appealed to older target groups. More »
A new survey has underlined the growing importance of online video content in B2B communications.
In fact according to a Forbes Insights survey, featured in eMarketer this week, business executives not only prefer video to text on the same web page, they are more likely to engage with the vendors products and services, often leading to a purchase.
According to the study “nearly 60% of all respondents said they would watch video before reading text on the same webpage, and 22% said they generally liked watching video more than reading text for reviewing business information.”
The survey demonstrates that overall, a majority of business people watch more video than they did the previous year, with only the 50+ generation less likely to engage with video content. The findings suggest that marketers can depend on younger age groups to watch, pass along, and recommend online video content, although older age-groups should be reached by other means.
Popular video content amongst respondents included reviewing business information and work related videos on business websites or YouTube. Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube. More »
The latest in Sesame Street’s parodies turns to advertising. Grover is the Old Spice Guy in this excellent spoof, where “anything is possible when you smell like a monster” 4+ million views on YouTube, 200k share on Facebook. Grover even has own his Facebook page.
When Mark Lawrenson criticised the referee in the world cup final last night, using the line “should’ve gone to Specsavers” the optician’s marketing people must have whooped as loud as the crowd in Madrid.
While their catch phrase has clearly now surpassed mere advertising and entered the common lexicon, their viral video is still no match for a cat in a box, who’s clocked up to 1.3 million views.
Their Lynx Effect spoof advertisement, which has 850K views to date, was no doubt fuelled by the TV advertising campaign. The new viral released today, a spoof of the ’80s hit TV show Das Boot, will only run online and is an attempt by Specsavers to take ownership of their ‘viral space’, according to a report in The Drum.
Personally I prefer the cat. Here’s both, What do you think?
Two very different videos virals featuring the iphone 4 are topping the video viral charts in the UK & US this week, one ‘smaltzy’ the other subversive, begging the question, does the UK online video audience want more edgy content than their US cousins?
Nice use of viral video by tennis racquet brand Head, starring Andy Murray performing some cool tennis trick shots. 550K views in a week since the release on YouTube.
BP has got to the stage in its reputational decline where it is not just a falling stock but a laughing stock, with 7 million views of this spoof video so far and climbing, making a mockery of BP’s own videos of the containment effort.
