Online Video Industry Statistics Report of July 2012

By: comScore

July 2012 Online Video Statistics Summary: 

• 85.5% of the U.S. Internet audience viewed online video.
• 184.2 million viewers, 36.9 billion videos viewed, 22.3 hours spent watching per viewer.
• The duration of the average online content video was 6.7 minutes, while average online video ad was 0.4 min.
• Video ads accounted for 20.7% of all videos viewed and 1.6% of all minutes spent viewing video online.
• Top 3 video ad networks based on video ad volume: Google Sites, Hulu, Adapt Tv.
• Top 3 Youtube partner channels based on unique visitors: Vevo, Machima, Warner Music.

Compare June 2012 results.

Research Reveals That Online Video Can Help Increase Retail Sales

By: MediaPost

Video is helping the retail industry to increase sales. Here are the the latest results from Google research:

• According to the recent study YouTube videos about products, along with ads and other content can influence apparel purchase decisions by 57%.
• Google study revealed that product videos can drive 37% of consumers to shop online and 44% at the retail stores.
• It turns out that consumers who used video for product search spent more and shopped more frequently in the last 6 months.
• 26% of consumers ranging in ages from 18 to 34 rely on video to decide the company to purchase from.
• More than one in four apparel shoppers by from impulse. The main shopping drivers are: good deal, latest trends, free shipping and redemption of gift cards.
• 13% added more to the basket to meet the free shipping requirement.
• All categories of apparel show sales growth but dresses demonstrate the highest percentage at 131% year over year.

Read the original article.

Online Video Advertising Tips

TubeMogul shares online video advertising tips they learned from their research in 2012:

• CPM is rising at 2.5% per month. In the first half of 2012 for top tier publishers average CPMs were at $9.93 and in July it hit $10.19.
• Weekend is the best time to buy video ads, as prices remain lower compared to the rest of the week but viewers are still tuning in.
• Larger video players (bigger than 1,000 pixels) saw a 96.2% completion rates compared to 80.1% for smaller players for the same lengths video ads.
• There is no significant difference in performance on comScore TOP 100 sites. The click-through and completion rates are all over the place which means you can succeed at various sites.

Read the full article here.

How To Improve Video Viewership Rates And Boost Online Retail Sales

By: MediaPost

If you want a prospect on your website or email campaign to watch the video say so. Include a clear call to action text such as “Click to play”, “Click to view” or “Watch the video”. Studies have shown that videos on product pages can significantly increase conversion rates and boost sales.

Don’t just upload videos on the page be specific what you want viewers to do.  An image can call 4.75% to action while videos with a call to action text can improve viewership rates up to 6.16%. Also, a larger video format can generate up to 8.14% viewership rate compared to 4.07% generated by a smaller format video.

Read the original article.

5 Tips How To Promote Your Video

Everyone wants his/her video to go viral. First step is to find as many viewers as possible and make sure they like it enough to share it with others. Here are 5 tips by MarketingProfs:

1. Create a video that people want to share. Usually they are short, humorous or solving problem videos that people want to share with others.  Creating videos around trending events will likely to get exposure.
2. Promote it to existing customers, contacts, leads by embedding it through email newsletters, website pages and email signatures.
3. Make sure it is easy to share it. Youtube, Vimeo, DailyMotion and other video sharing platforms make it easy to do that.
4. Optimize video for search. Add relevant keywords in video titles, descriptions and tags.
5. Prepare a promotional plan how you will share your video through online and offline channels.

Read the original article here.

Top 20 Most Shared Global Video Ad Campaigns for July 2012

1. DC Shoes – Ken Block’s Gymkhana 5 – Ultimate Urban Playground – 1.78 million shares during July
2. Sesame Street Workshop: Share It Maybe – 653,574
3. Abercrombie & Fitch: Call Me Maybe – 399,286
4. Som Sabadell: Flashmob – 360,737
5. Obama For America: Firms – 132,362
6. Mitt Romney For President: These Hands – 58,489
7. PBS Studios: Mister Rodgers Remixed – 57,598
8. Romney For President: What Happened? – 52,349
9. P&G: Best Job – 46,692
10. TNT: Dramatic Surprise – 44,151
11. Obama-Biden: Beyonce’s Letter To First Lady Michelle Obama – 43,916
12. Obama-Biden: Delivering Affordable Healthcare – 42,828
13. Greenpeace: A Homeless Bear In Polar Bear In London – 42,364
14. Romney For President: No Evidence – 41,913
15. Coca-Cola: Security Cameras – 37,196
16. Peugeot: Nonstop to Rudimental – 34,290
17. DC Shoes: Gymkhana 3 – 34,069
18. Nike: Find Your Greatness – 32,716
19. Adidas: David Beckham Pops Up At The #takethestage Photobooth – 32,016
20. BMW: Bullet – 31,260

Here is the list of TOP 20 most shared video ad campaigns for June.

How To Be Successful On YouTube

By Adweek

Marketing Youtube shows is a relative new discipline that requires combining online and offline marketing skills. Every content creator wishes they could recreate viral sensations such as Kony 2012 or Carly Rae Jepsen. That would probably mean blending cats, babies and Angelina Jolie into one show.

So how one can get more views and stand out of million videos that are updated daily?

1. Celebrities help. If you can afford to feature a celebrity host that already has a following it will get views faster.
2. Combine offline and online. Some TV shows are using their cast for Youtube series. Online/offline combo was part of the thinking behind AwesomnessTV.
3. Build a following. If you have a large blog or social media following it would be easier to get views after distributing your videos to your fans.

Our new music show didn't have any of benefits mentioned above and we are working hard on every view. Check out CIMU.

Read the original article here.

Video SEO: How To Increase Video Views

Online videos can be ranked higher in search engines if businesses add meta data description to it. Additionally, closed captioning or transcripts of videos can further boost video SEO, which leads to more views.

“Video content is weighted much higher than text content by the major Web search engines – a fact that is a reflection of the growing interest in rich media on the Web. This means that not only are SEO-friendly Web video pages much more likely to be found if they have transcripts, they are much more likely to appear on the first page of a Web search result. This is a reality that is critical to monetizing content online.” – Ramp said in a white paper on compliance with the 21st Century Communications and Visibility Act.

After you spent additional time adding transcripts to your videos, how would you know that it is working? Check your Youtube analytics.  Especially keywords list that drove video traffic. You will be surprised to find the words that were mentioned only in your video transcript. There you will be able to calculate % increase in video views that were driven by adding transcript to your video.

Online Video Adoption Among Marketers Is Increasing (Survey)

By: Marketing Profs

According to the Association of National Advertisers (ANA) 2012 Digital and Media survey that surveyed 224 clients in April, online video is continuing to grow.

• Online video has registeres the sharpest increase of all media platforms as 80% use it in 2012 compared to 64% in 2011. 95% of large corporations, that earn $10 billion annually, claim to use video.
• Use of social media platforms has remained flat and up slightly from 89% in 2011 to 90% in 2012. The most popular social platforms among surveyed: Facebook (96%), Twitter (89%), Linkedin (49%), Pinterest (33%).
• Mobile marketing is also holding steady from 74% in 2011 to 75% in 2012.  70% of marketers use branded mobile apps, 67% QR codes, 53% - text ads, 41% non video ads, 25% Video ads.

Read the original story here. 

Content Optimization: How To Attract More Customers

Lee Odden in his latest book “Optimize” talks about the future of online video marketing. He says that customers come in at different levels and companies need to optimize content so they capture customers’ attention. It doesn’t take a Hollywood budget to create a meaningful video. It takes knowledge of who your audience is.

It is vital to create great content video and optimize it for search so that it is found. It wouldn’t be smart to ignore the value of search if the company is doping PPC or social media. Therefore the boundaries between SEO vs advertising, PR vs marketing are disappearing.

Segmentation of customers into groups of how they discover, consume and act on information is important, so that companies can create an approach that is meaningful for their customers and engage them.

Read the original story here.

Short-Form Video Is The Future Of Marketing

Online video will soon dominate your time spent on the web. If you are a marketer you can use video to propel your business. Here is why:

1. More users are consuming their video entertainment online. Numerous studies show that people spent more time watchin online video. According to comScore we watch nearly 22 hours of online video each month. They are most likely broken into many short-form videos.
2. Marketers are using video to engage social media audiences. Brand marketers have found great ways to engage audiences and increase brand loyalty through online video by posting their videos on brand facebook pages.
3. Barries to entry are low. Advances in technology allowed anyone to create HD video for much lower price than before.
4. Plenty distribution channels. Marketers can use Youtube, Vimeo, Facebook, Twitter, Pinterest to share videos and making viral potential even higher.

Read the original story here.

How Do Videos Go Viral?

Is viral video a myth? According to the Venture Beat videos don’t get 1million views without the help of at least one media outlet such as portals, content sites, TV shows, major blogs or news publications.  Videos that we know and love are usually the product of well-funded digital campaigns and not just peer-to-peer sharing. However, video virility doesn’t guarantee higher ROI explaining why companies need more than just buzz.

Companies understand the value of connecting with the right audience and want to see video views translate into web visits, coupon downloads, store locator usage and other quantifiable consumer actions.

Achieving these results requires an online video marketing strategy with the rights tools:

• Define media actions you want to achieve with your campaign. Viral sharing can be worthless without ROI.
• Create valuable content for your target audience that you can effectively repurpose in the future.
• Choose distribution partners wisely: Seeding companies, PR companies, Social video companies, Click to play options and blog networks.

Read the original story here.

6 Steps To Launching A Successful Video Advertising Campaign

Online video advertising is reaching record viewership rates in 2012. Imedia connections offers 6 best practices to exploit video advertising.

1. Expand Reach. Video audiences are highly scattered. The big mainstream publishers are expensive. To reduce your cost research private ad exchanges, premium market places and audience networks.
2. Target. Use GRP to determine audience reach. Leverage Nielsen OCR or comScore vGRP solutions.
3. Make it engaging. Instead of repurposing TV ads add interactivity, let user to choose ads. Leverage content and drive the engagement and ad performance.
4. Make it relevant. Improve ad relevancy by localizing creative components of your video – location, user interaction, demographics or other factors.
5. Keep it fresh. Mixing up creative can help against tune-out. Apply frequency capping and start sequencing the message through various stages of customer’s engagement.
6. Track results. Managing these kinds of campaigns can be very scalable these days. Entire campaign across online video, mobile video, connected TV and rich media can be housed, managed, tracked, and analyzed in one place.

Read the original article.

Online Video Advertising Reached Record Breaking Ad Viewership In June, 2012

comScore reported that video advertising reached all-time high in June as 11 billion video ads were viewed and surpassed a record reached in May.

TOP5  video ad properties delivered over - 1 billion video ads:

1. Google Sites ranked first  - 1.41 billion ads
2. BrightRoll Video Network - 1.39 billion ads
3. Hulu - 1.33 billion ads
4. Adap.tv -  1.15 billion ads
5. TubeMogul Video Ad Platform - 1.04 billion

Other stats about ads reached in June:

• Video ads reached 53% of the total U.S. population an average of 68 times during the month
• Time spent watching video ads totaled 4.6 billion minutes
• BrightRoll Video Network delivered the highest duration of video ads
• Hulu delivered the highest frequency of video ads - an average of 52 per viewer

Online Video Industry Statistics Report of June 2012

By: comScore

June 2012 Online Video Statistics Summary: 

• 84.8% of the U.S. Internet audience viewed online video.
• 180.4 million viewers, 33 billion videos viewed, 20.6 hours spent watching per viewer.
• The duration of the average online content video was 6.8 minutes, while average online video ad was 0.4 min.
• Video ads accounted for 25% of all videos viewed and 2% of all minutes spent viewing video online.
• Top 3 video ad networks based on video ad volume: Google Sites, BrightRoll Video Network, Hulu.
• Top 3 Youtube partner channels based on unique visitors: Vevo, Warner Music, Machinima.

Read the original press release here.

Compare to May 2012 Online Video Statistics Summary.

Measuring Online Video Campaign Success Presents a Challenge

The relative newness of online video marketing medium continues to present challenges when measuring performance. In the Brightroll’s “US Video Advertising Report” conducted in April 2012 ad agency executives identified the most important success metrics of online video campaigns.

The most important success metric of Online Video Campaigns:

• 26% – views
• 23% – brand lift
• 22% – sales impact
• 15% – conversions
• 9% – click through rate (CTR)
• 5% – gross rating point (GRP)

The best way to measure Online Video audiences:

• 33.3% – Unique views
• 25.7% – Impressions
• 24.8% – Gross Rating Point (GRP)
• 11.4% – Uncertain
• 4.8% – Other

Some of the areas that advertisers are interested of getting more data are: how video affects offline purchases and how it compares to TV advertising.

Read the original article.

Top 20 Global Viral Video Ads For June 2012

1. Abercrombie & Fitch: Call Me Maybe – 1,330,206 shares
2. PBS Digital Studios: Mister Rogers, Garden Of Your Mind – 867,961
3. Coca-Cola: Security Cameras – 443,576
4. Nokia-Warner Bros: Dark Knight Rises Trailer – 337,054
5. Microsoft: Surface – 254,835
6. Ubisoft: Watch Dogs Demo Video – 235,922
7. BMW: BMW M5 Bullet – 168,455
8. Pepsi: Uncle Drew – 116,102
9. Pine-Sol: Pranked – 109,989
10. Irn-Bru: Baby – 103,166
11. P&G: Best Job – 101,664
12. Nike: My Time Is Now – 98,202
13. NASA: Venus Transit – 87,803
14. EA: E3 FIFA 13 Reveal Gameplay Trailer – 87,290
15. Samsung: Introducing Samsung Galaxy III, A Day In The Life  - 86,257
16. Ubisoft: Assassins’ Creed 3, E3 Official Trailer – 80,247
17. Ubisoft: Assassins’ Creed, E3 Frontier Gameplay Demo – 76,492
18. Nike: The Ring Maker – 69,493
19. TNT: Dramatic Surprise – 66,790
20. Showtime: Dexter, Truth Brings Light – 65,745

Check out Top 20 shared videos for May.

7 Tips How To Maximize The Engagement With Your Online Video Content

By: Econsultancy

Online video has grown massively in the last 2 years and became a part of most online marketing budgets. Social engagement can add more power to your video and improve ROI.

Here are 7 tips for maximizing engagement with premium video:

1. Keep branding discreet. Don’t go for a hard sell immediately and use your logos discreetly.
2. Story matters. Marketers need to think more about the content that video offers rather than how well it serves the brand.
3. Start with a hook. The video needs to hook within 5 seconds through surprise or other emotional connection.
4. Use different emotions. To maintain engagement bring into play various emotions in your videos.
5. Multiple scenes. Having mini stories are more effective than just one story.
6. Don’t go overboard. People will share your content only if they are willing to associate their name with it. Don’t overdo it.
7. Target people that have a voice. Social influencers are often the best people to target, as they are more likely to share content.

Read the original story.

4 Metrics to Measure The Success Of Your Online Video Campaign

By: Imedia connection

How to ensure the highest video ROI possible? The best way to do it is by applying the appropriate video analytics metrics to your online video campaign.

Here are 4 metrics to measure you video campaign success:

1. Average time per view. The longer the viewer watches your video the higher conversion rates will be. Therefore it is important to identify when your viewers are dropping. If you divide the total time spent watching by total number of views you will get the average time spent. The closer it is to the actual length of the video the higher your conversion rates will be. Low ATPV can indicate problems with your video – e.g. loading issues or poor content.
2. Abandonment.  It helps to identify the frequency when video viewers are exiting the most. Let’s say 5% of viewers stop watching at 10s and 20% stop watching at 45 seconds. Clearly, there are some issues with the video at 45^th second.
3. Post-view conversion rate.  Just because people are watching you videos doesn’t mean that they are paying attention to them. The best way to test it is to add action items at the end like click on the link or answer the poll question and calculate how many people took action.
4. Unprompted engagement impressions.  The most successful video campaigns have been the ones that compel consumers not only to watch but also comment, share with friends through social media channels – Facebook, Twitter, YouTube and etc.

Read the original article.

5 Tips How To Produce Effective Case Study Videos That Get Results

Case-Study videos play a critical role in today’s business success. With attention spans decreasing, how do you make a crowd pleaser video that gets results?

Here are 5 tips from veterans of the Cannes Lions Festival of Creativity:

Tip 1 – Keep it short. Use the elevator pitch model – no more than 30 sec of film where you present your case clearly. That’s all you need for someone to decide whether you are a fit or not.

Tip 2 – Be creative. A case study video is a creative production. Make sure you are original, attractive, clear and not boring.

Tip 3 – Stick to the story. Don’t boast, don’y make judgements if you were brilliant or not. Focus on the service, illustrate it well and save the vaunting for your fans.

Tip 4 – Make the package artful.  Let creativity shine through all components of your video – logo, creative, design, web.

Tip 5 – Differentiate yourself. Your service is the most important selling-point but remember to stand our, be original and differentiate yourself.

Read the original story here.