Online video - Research, tips and news for marketers
Digital Intelligence - a special report about online video
Daily digital marketing research
Special sector reports
Special country reports
Digital Intelligence archives
Here you’ll find the latest trends in online video audiences, news about the technology tools that support you, and case studies of the way brands use online video.
Want these stories in your inbox each month?
Signing up takes 30 seconds.
Often called the world's biggest ad festival, the annual Cannes Lions International Festival of Creativity has kicked off this week. This video offers highlights the seminars on the first day of Cannes Lions 2013, featuring Nick Cannon, Martha Stewart and Melanie Brown at the MailOnline seminar, the AOL session, Shepard Fairey at Arnold Worldwide, and the Hakuhodo seminar.
The Latin America online population grew faster than any other global region in the past year, rising 12% to 147 million visitors, according to new research.
Continuing its surreal marketing efforts, Skittles' latest YouTube video viral campaign lets viewers select items to smash- with bizarre results. See why it’s our video viral of the week below…
UK web users are twice as likely to respond to in-stream video ads than the global average, according to new research looking into online video ad trends.
News publishers are running three times more video ads this year than last, with huge rises in investment coming from the automotive, sports and shopping sectors, according to new data from Google’s DoubleClick ad network.
Global IP traffic is set to grow three-fold between 2012 and 2017, with some 3.6 billion internet users in 4 years time, according to research from Cisco.
Watch this video from Cisco, featuring key highlights of the report below:
YouTube now generates about 10% of Google's total revenue, as the video sharing site sees its ad revenues on mobile devices triple in just six months.
Watch the Bloomberg interview where the data was revealed here:
Amazon, Google, Facebook and YouTube are amongst the top 12 brands favoured by the UK’s ‘Generation Y’ of 16 to 34 year olds, according to a new survey.
Facebook is reducing its number of ad units by half, as the social network looks to encourage more advertisers to the site with a simpler format range, tailored to key marketing objectives.
The majority of online video spend in the last 12 months is coming from budgets previously reserved for TV advertising, according to a recent worldwide study.
Twitter has launched Vine for Android, opening up its 6-second video format to a new market after getting 13 million users on its iPhone app.
Mondelēz International and Nabisco's Oreo, Trident and Ritz are using augmented reality technology to promote their sponsorship of One Direction’s 2013 North American tour.
The augmented reality packaging features the band on more than 21 million specially-marked packages. Each experience can be unlocked by downloading the 1D VIP app, pointing the mobile device at the package and scanning it to reveal a message from One Direction. Fans can also download the free 1D VIP app at either the Apple or Google Play stores, snap a photo of their favorite snack package with a mobile device and unlock an exclusive experience featuring One Direction.
Oscar Mayer’s latest app lets users create their own commercials centred around “Grandpa Frank.” This mobile video case study looks at how the Kraft brand created consumer engagement and brand loyalty through new technology. Frank fans are invited to create their own films by uploading their own mobile video footage, inserting “Frankisms”, and sharing their own web-optimised commercials under the hashtag #TransparentGrandpa until June 13. Oscar Mayer will select its favourite Frank footage to feature on the company's Facebook, Twitter, and YouTube channels. The firm is promoting the campaign via its social channels as well as through digital media buys, including mobile inventory.
Yahoo has reportedly made a bid for video streaming site Hulu valued at between $600m and $800m, as CEO Marissa Mayer’s media buying spree continues.
Google is now the world’s largest media owner, with Yahoo, Microsoft and Facebook also making top 30, according to new research.
Amazon Studios has selected five original series to be available via the Internet retailer’s subscription video service starting later in 2013.
Google latest YouTube tool lets users create video that plays at one eighth the speed of their original- and looks as if it was filmed with a high-speed camera. With viewer interest in the technique expected to rise as a result (cue plenty of ‘Matrix’ parodies), read our simple guide on how to create a slow motion video on YouTube below…
Microsoft is running an ad campaign touting its controversial "Do Not Track" function in its latest versions of Internet Explorer, in a move that is firmly aimed at Google.
In the US, total digital ad revenue for 2012 was $36.6bn, up by 15% from 2011. Mobile digital ad revenue grew by 4.2% since 2011, making it the format with the highest growth. Search ads were also the format with the highest revenue for the second year (46.3%) accounting for $16.9bn of the full years revenue.
In 2011, the US generated $31.7bn in revenue from digital advertising, at the time the highest recorded. Search ads accounted for the highest revenue segment for digital ads in 2011 with 46.5%. Display related ad revenues were also a high growth area in 2011 accounting for 34.8% of revenues.
Dove’s latest viral marketing video ‘Real Beauty Sketches’ has racked up over 114 million views since its launch in April 2013.
Microsoft has unveiled its next generation console Xbox One, designed to become “the ultimate all-in-one home entertainment system” that competes with only with its traditional rival, Sony’s PlayStation, but with the likes of Sky and Virgin Media, in the TV arena.
Watch this video from the Daily Telegraph showing highlights from the launch event:
As more and more consumers today come with smartphone attached, the opportunities for marketers to start a mobile dialogue with their consumers anywhere and anytime are ever expanding. While some are starting to successfully include an offline call-to-action as part of their mobile marketing strategy, many marketers still miss the opportunity. Digital Strategy Director Julian Smith offers his top tips for connecting with your on-the-go consumers through mobile, amplifying their engagement across all channels and boosting the effectiveness of your integrated marketing assets.
Twitter’s 6 second video platform Vine is becoming a hot new channel for marketers, according to new research from Unruly media.
YouTube has warned Microsoft that it needs to remove a video app from its Windows Phone store that blocks Google’s ads.
Nintendo is get a share of the YouTube ad revenues from user generated videos featuring its games, sparking complaints from some of its fans.
Mail.ru is the largest free email service in Russia and leads in terms of visits and average time spent on the site. Vk.com is a popular social network in Russia and has the second highest average time spent on the site (343.2). Vk.com reported higher vists and time spent than popular social network Facebook, whose 13,114,000 Russian users spent less than 30 minutes on average on the site during February 2013.
UK digital publisher advertising revenues were up 16.2% in Q1 2013, versus the same period of the previous year, according to new research.
Google has launched a cross-platform messaging app, letting users to have video chats, send text messages and swap pictures between Android and iOS devices as well its Chrome web browser.
Watch the app in action below:
Evian has refreshed its hugely successful ‘Evian babies’ campaign, with a new viral video that matches dancing adults to their toddler counterparts. Supported by baby face-changing app, the ad has notched up over 45 million views on YouTube. See why it’s our video viral of the week below…
The Obama 2012 presidential campaign produced one of the most sophisticated direct marketing systems ever seen, pinpointing potential voters with the right messages delivered in the right format at crucial moments (helping to win the US election as a result). At last month’s DMA Technololgy Summit in London, Harper Reed, the campaign’s chief architect, revealed how modern direct marketing trends such as 'micro-listening' can have wider applications for marketers.
Watch Reed's presentation below:
Yahoo is considering another bid for video streaming service Hulu, after negotiations with rival Dailymotion failed, according to reports.
Almost a third of UK mums have decided against purchasing a product after reading a post, comment or review on online, according to a new report and infographic from Diffusion.
YouTube is testing paid channels on its website, charging user from $0.99 a month to watch select content such as full Sesame Street episodes or the National Geographic Kids channel.
Facebook is planning to put video ads in newsfeeds from July, as the social network looks to rival Google’s YouTube.
Google will charge from $1.99 per month (£1.28) for each YouTube channel on its new premium selection, according to a new report.
Russia is the sixth largest country in the world in terms of internet users, overtaking the UK, Indonesia and Germany in recent years. Despite this, there remains huge scope for growth. This infographic looks at the key digital players in the country, across social, mobile, email, search and video sectors.
The infographic below is an open source project from IAB Russia, inviting comments for further additions. The map describes the key sectors, processes and players in the field of digital marketing in Russia.
Back in 2011, confectionary brand Mars ran a three month social media campaign in Russia, centred around a love triangle between their iconic M&M’s characters. This video case study looks at how the campaign attracted millions of fans and sales support.
Watch a video case study of the campaign here:
More on this case study…
Brand: Mars M&M's | Sector: FMCG, Food | Country: Russia | Objective: Build brand engagement, drive sales | Agency/partner; BBDO | Format: Social Media, Video
Over half of UK consumers find online advertisement targeting too simplistic, rising to 70% of 18-25 year olds, suggesting that ‘digital natives’ expect an incredibly high level of personalisation with regards to online ads, according to new research.
Consumers are more likely to share, comment and “like” an online video than a text article, with humour the number one reason they interact with video according to new research.
Baidu is in talks to buy online video firm PPS Net TV as the Chinese search giant looks to expand its web presence, according to a new report.
Shazam has partnered with cinema advertising firm Screenvision to run interactive ads in US cinemas.
Amazon has produced 14 pilot episodes for potential new TV shows, letting viewers have their say on which ones should be turned into a full series.
Nearly half (47%) of UK consumers watch video news on a regular basis, with most feeling that the clips improve their understanding of a story, according to a new report.
Internet ad revenues in the US hit record-breaking double digita growth in 2012, reaching nearly $37bn, with mobile ad revenues leading the growth, according to new figures.
In the UK, social networking remains the most popular single activity, but the proportion has slipped slightly, according to new data.
Facebook Home is the social network’s boldest mobile move yet- so much so that founder Mark Zuckerberg himself is starring in one of the launch ads (alongside a screaming goat naturally). See why it’s our video of the week below…
To mark its 57th anniversary, the iconic VHS cassette has been honoured by YouTube this week, with a ‘tape mode’ option on selected videos.
US women are spending more money that men spend, and also watched more video than men, according to a new report from Nielsen looking at US shopping habits.
Mobile ads now account for 10% of all digital spend in the UK, growing by a massive 148% compared to last year, according to the latest figures.
Telecom equipment maker Ericsson is to buy Microsoft’s Mediaroom, a software tool that lets operators deliver TV over the Internet.
YouTube dance phenomenon The Harlem Shake has generated over one billion video views in just 40 days.
South Africans are reading fewer newspapers and magazines and watching less TV because they are spending more time online, according to a new study.
April Fools' day has become a big event on the internet, as the web is flooded with pranks (and companies try to get a bit of free publicity). We've rounded-up some of the best spoofs to hit the web this year- including YouTube 'shutting down', Twitter charging for vowels and Sony's tech for pets.
Swapping electronic Apples for edible ones, this commercial from Carlsberg brand Somersby Cider has become a YouTube hit, racking up over 1 million views within a week and plenty of social media shares. See why it’s our video viral of the week below…
Online video sites now account for five per cent of all online usage compared to four per cent in 2011, according to new research.
Sports brand Puma is offering to pay smartphone users and social media fans for their own content –specifically photos of them performing physical tasks.
When Domino’s employees were caught on YouTube defiling a pizza, the company took less than 3 weeks to claw back a 22% drop in customer sentiment. However, when Nestle and United Airlines suffered setbacks, the brands took considerably longer to recover. This infographic from software and consultancy firm SDL Social Intelligence looks at all three case studies and charts the ‘fail trail’ as companies recover from a social media crisis.
The data shows that blogs are more likely to influence a consumer more than Facebook and YouTube. Bloggers tend to be more honest in their reviews, providing potential customers with impartial advice. Social networks such as Pinterest and Instagram where consumers can follow specific brands' influence few purchases with 12% and 3% respectively.
Yahoo is reportedly in talks to acquire a controlling stake in popular video sharing platform Dailymotion, in a move that would put it in closer competition with YouTube.
In just one minute, 204 million emails are sent, six million Facebook pages are viewed and 47,000 apps and 1.3 million YouTube clips are downloaded worldwide, according to new research.
Simon Cowell has taken his search for the next musical superstar online, asking artists to take part a new viral singing competition, You Generation.
Watch a video promoting the competition below:
On the back of its previous YouTube triumphs, Old Spice has continued its off-the-wall digital marketing with a new video series , following the exploits of its new marketing director ‘Mr Wolfdog’- who just happens to be a wild animal. See why it’s our viral of the week below…
Video-sharing site Vimeo has launched an on-demand pay-per-view model, letting users make money from video- provided they have a big enough audience.
Watch a video from Vimeo promoting the new service below:
In a surprise move, Microsoft has reversed its decision to ditch Flash support for its new Internet Explorer and Windows 8 products.
YouTube’s ‘One Channel’, a new look channel design for video content creators, has gone live after a short beta test, as the firm looks to boost its online video advertising revenues.
Watch YouTube's One Channel introduction video below:
Web and mobile app TVCatchup suffered a setback this week, after the European Court of Justice ruled that broadcasters can block Internet platforms from streaming their output on the web.
Google is reportedly planning two music subscriptions services for YouTube and Google Play.
As social media and blogging sites pull readers away from traditional newspapers and their websites, one publisher decided to fight back with this clever banner campaign that highlights how opinions shared on social media aren't always reliable. See why it’s our viral of the week below…
Streaming services such as Spotify and YouTube have given the UK industry its first increase in profits recorded in 15 years, according to new reports.
This video takes a look at the EU’s laws on personal data protection and some of the online privacy guidelines and best practices in this field.
This social media campaign from Cape Town Tourism invited users to take a virtual tour of the South African city, getting 350,000 highly engaged users in the process. See why it’s our video viral of the week below…
Mobile users in the US and Europe are more likely to stream user generated videos, while tablet users stream more TV shows, according to new research looking into the media habits of people on the move.
Russian news broadcaster RT’s footage of the Siberian meteor blast has become the most watched video in 2013 on YouTube, and pipping 'Gangnam Style' as the fastest growing viral ever.
For the first time, clicks on YouTube videos will count towards US singles chart, as the music industry acknowledges the growing influence of online videos in clinching success- such as Gangnam Style and the Harlem Shake.
Google has unveiled further details of its upcoming augmented reality eyewear, dubbed ‘Google Glass’, along with a competition allowing the public to test the device for the first time.
New figures show that TV viewing in the UK is continuing to expand as people watch additional TV on-demand via TV sets, tablets, smartphones and laptops. In total, the average UK viewer watched 4 hours, 4 minutes of TV a day in 2012 – the year when TV in the UK became 100% digital following analogue switch-off.
This clever little marketing campaign created a 13% sales boost for a small book shop in Switzerland. With more travel research being conducted online, the Travel Book Shop highlighted the limits of the internet with a video showing a crashed Google Streetview car- generating plenty of buzz in the process. See why it’s our video viral of the week below…
Skype has begun testing a video messaging service that lets subscribers deliver recorded clips to their contacts for playback when they come online.
Brits spend more time online than any other European country, with one third of traffic now coming from smartphones or tablets, according to a new report from ComScore.
Unilever Ireland is running a new ‘on pause’ video ad campaign for its Lyons Tea brand in Ireland- triggered every time a user pauses their video player on the RTE website.
This chart shows where brands are planning on spending their digital ad budgets. The majority of digital ad spend will be on display ads (41%). Surprisingly more investment will be made on search (19%) and video (14%) than social ads (10%) this year.
Google has finally launched a European version of its Playstation 3 YouTube app, as it looks to expand its presence on increasingly web-reliant gaming consoles.
Amid growing uncertainty about the origin of mass-produced food, this timely McDonald’s app turns users iPhone’s into an ingredient tracker. See why it’s our viral of the week below...
Waitrose has selected cloud content provider Brightcove to run a new online food channel.
Google has signed a deal with Freesat to launch a YouTube TV channel in the UK, as it looks to rival traditional broadcasters in terms of video ad revenue.
The BBC is to premiere 40 hours of content of its iPlayer service ahead on TV, as it looks to reposition itself as a leader in the digital market.
Google has revamped its hugely popular search advertising system AdWords with ‘Enhanced Campaigns’, letting advertisers target people by ‘situation’ rather than device. The changes will let advertisers manage bids for ads across a variety of device platforms as consumers increasingly turn to tablets and smartphones to access the Web. Google is hoping the changes will boost its mobile revenue, following a year-long decline in revenues for its cost-per-click payment model on AdWords.
Watch a demonstration of how the service works below:
Home improvement store Sodimac teamed up with the government environmental care agency in Chile to run a smart YouTube ad to encourage eco-friendly habits, through innovative use of the ‘skip this ad’ button. This case study shows how the campaign got 80,000 click throughs in just one week.
For the first time, non-Sky subscribers will be able to watch live Premier League football content via its internet TV service and mobile app Now TV.
A Sodastream commercial has become a hit on YouTube, after being banned from an upcoming Super Bowl spot by broadcaster CBS for mocking rivals Coca-Cola and Pepsi. The banned version is now on YouTube, and has amassed around 2 million views to date.
YouTube is set to offer premium channels later this year, as Google looks to take on the likes on Hulu and Netflix in the paid video content sector, according to a news report.
Swapping 140 characters for six seconds, Twitter has launched ‘Vine’ a video sharing app that lets users post up brief videos- with some risque results.
Nestlé has launched a new video campaign in India featuring dancing babies- seeding the ad on YouTube ahead of its first TV broadcast and getting 1.5m views in the process. See why it’s our viral video of the week below…
The ad value of marathon viewing, or the amount and value of the viewing behavior seven days and beyond (Beyond 7) live programming broadcast (Live), has been widely debated. However Nielsen’s pilot study featured in the latest Nielsen Cross-Platform Report, and for the first time, measures Beyond 7 programming up to 29 days past Live.
Over half of the UK (51%) prefer to watch catch-up services on a TV, rather than a smartphone or tablet.
YouTube continues to dominate the US online video market, with Brightroll and LiveRail trailing Google for ad reach, according to new data.
Going beyond the usual ‘like us a we’ll give you a discount’ tactic of many brands, last year Heineken offered to inflate one green balloon in its office for every new 'like' it got on its Brazilian fan page. The simple execution proved to be incredibly effective- gaining thousands fans in just one day.
As Lance Armstrong falls from grace (and Nike’s sponsorship roster), another controversial sporting figure has made a return to the sports brand's video ads. Tiger Woods battles Rory McIlroy in this humourous golfing tee-off where ‘no cup is safe’. See why it’s our video viral of the week below...
During 2012, there were 2.4 billion web users and 1.3bn smartphones, recording 2.7bn Facebook likes and 175m tweets per day, according to new data.
With video streaming on the rise, Netflix and Lovefilm are locked in battle for UK domination. A new report looks at the services offered by both.
Google is reportedly close to buying a stake in music video site Vevo, as it looks to further monetise its video assets.
Rental chain Blockbuster has become the latest UK high street store to go into administration, amid growing pressure from online rivals such as LoveFilm and Netflix.
To see how far media technology has come, watch one of the company's first UK commercials here:
Broadcaster ITV has launched a major rebrand, including a 'colour-shifting' new logo and new identities for all five of its channels, including ITV1 changing to just 'ITV'. The new global identity is part of ITV’s ‘Transformation Plan’ and the brand feels the new look will unify the brand internationally. The new look has been introduced across ITV and all six ITV Studios production offices around the world, along with ITV's online and on-demand products including ITV Player.
Skittles has become known for their off the wall advertising, but this new Australian ad boggles the mind (quite literally). The ‘Telekinize The Rainbow’ Facebook app lets users control a single Skittle with their mind... or does it? Find out why its our video viral of the week below…
Check out more on the making of the campaign below:
US comedy website Funny or Die has surpassed 5 million Twitter followers, marking the occasion with a spoof video from co-creator and Anchorman star Will Ferrell. Funny Or Die combines user-generated content with original, exclusive content. The site is a place where celebrities, established and up-and-coming comedians and regular users can all put up stuff they think is funny. To celebrate passing the Twitter milestone, Funny or Die has drafted in Will Ferrrell himself to talk social media and explain the whole Twitter process in his own inimitable style.
Warning: Contains strong language
Dutch beer giant Heineken went social with this campaign, challenging two men to meet someone from every country in the world in one city, Amsterdam- all with a little help from Facebook volunteers of course. See why its is our video viral of the week below…
Microsoft has unveiled the engagement results of its NUads interactive video poll format, indicating that more than a third of viewers engaged with the ads when prompted. Nuads rolled out earlier in the autumn of 2012 on Xbox LIVE in the US, Canada and the UK.
To round off 2012, we bring you our collection of top stories that shaped the digital landscape. It was an amazing year, with the continued speed of change towards a more digitally centric society: the rise and rise of social, the migration to mobile, the rising value of online businesses and the growing regulation to manage the digital economy. The stories show big rewards for getting the strategy right – and brutal realities of failing to innovate.
Ads placed in short video clips, such as popular cat videos, are more effective than when paired with long-form content, according to a new study. The research, from AOL, indicates that viewers see conventional ad spots in longer videos as an interruption. However, short-form video produced a 25 percent higher brand recall and a 42 percent higher purchase intent for the featured product or service, the study found.
YouTube has put together a video looking back at the big events of 2012, already attracting 13 million hits in just a day. The biggest trends include Kony, Obama impersonator Alphacat, Felix Baumgartner live stream of his freefall, Gotye’s Somebody That I Used to Know and Lindsey Stirling’s Dubstep Violin.
Watch the video below:
Shopping online and video viewing is more popular in the UK than any other country in the world, with uptake being driven by mobile and tablet devices, according to a new report from Ofcom. The body claims findings from its International Communications Market Report, based on research across 17 major countries, prove the UK is becoming "one of the first all-digital" nations.
Google is testing a new shoppable video format on YouTube, letting viewers click on products and text displayed in video. YouTube's shoppable video ads will display a shaded rectangle in the middle of the screen whenever a product appears. When a user rolls over that embedded video link, the product name is displayed with a link to the purchase page.
Watch a video demnstration from Juicy Couture below:
Adap.tv offers predictions for 2013 as more media is consumed on mobiles, tablet and smart TVs. The rapid growth of the online video sector continued in 2012, with more campaigns undertaken and clients seeing the medium offer real value.
2012 was another great year for viral video marketing case studies. As online ads get smarter and more engaging, viral marketing briefs are becoming the toughest that any creative agency can receive. For a viral to really travel it needs the combination of a brilliant creative idea, the right timing for its audience and the right seeding. That’s why we collated together 25 of our favourite viral marketing case studies from 2012 which clearly checked all the boxes. Grab a coffee, leave the browser open, sit back, relax, and enjoy…
Microsoft is mulling a bid for online video service Netflix, according to a report by Forbes, as competition in the video on demand sector heats up. The move would be one of the most significant purchases in the technology and television space.
Making sure that consumers remember not only an ad but the brand behind it is the key to advertising effectiveness. A recent Nielsen analysis of CPG TV ads from 2012 in the US found that Ocean Spray’s signature “Men in a Cranberry Bog” commercial tops the list of ads that not only resonated with consumers, but also were linked with the brand itself.
YouTube’s skippable ad format is now making Google as much revenue per hour as ads on cable TV, according to YouTube’s global head of content. Speaking at the Mipcom TV industry event, YouTube global head of content Robert Kyncl claimed the group’s skippable ads format means it is now matching US cable groups in terms of per-hour revenue.
Toys R Us has launched a family-orientated online movie service, powered by Rovi, as the retail giant looks to expand its digital presence. ToysrusMovies.com is currently available to PCs, Macs and other Flash compatible devices, with an app planned for the Tabeo soon, as well as Blu-ray players, HDTVs and other mobile devices including iOS and Android.
The video advertising effectiveness of Google's TrueView ads has been demonstrated in a new report. It’s video advertising online ad campaigns on YouTube, which only charge marketers for ads watched in their entirety, produce an average of $1.70 in sales for every dollar spent, 2.4 times more efficient than TV ads.
Watch the TrueView ads in action here:
This summer saw Channel 4 run its ‘Superhuman’ campaign to promote the London Paralympic games. Working with Mediasyndicator, the online element of the promotion attracted more than 150,000 interactions. As part of Channel 4’s ‘Meet the Superhumans’ online Paralympics advertising campaign, deployed in partnership with digital advertising specialists, Mediasyndicator, also captured the attention of online audiences – with results revealing the campaign achieved over 150,000 interactions.
Watch the C4 trailer here:
YouTube is looking to expand its mobile music services, after posting a job ad looking for a manager to oversee an ambitious new music catalogue based on the music videos on the video sharing site. The job listing, first reported by GigaOm, announces a vacancy for a ‘technical program manager’ tasked with designing “new systems from the ground up that will generate millions of new music videos and surface YouTube’s music video catalogue by artist, discography, and genre to users on mobile devices for the first time”.
Video sharing site Vimeo is introducing a ‘tip jar’ to help contributors monetise their content without ads. The ‘tip jar’ lets a viewer click a button by a video to contribute money to the creator. For its part, Vimeo will take 15% commission. The IAC/InterActiveCorp-owned firm is also planning to launch pay-per-view functionality on the video platform, as it looks to monetise its audience of 75 million viewers a month.
In an interview with Beet.tv (embedded below) CEO Kery Trainor said the platform is interested to see "just what are the types of content that work in a channel like this".
Waitrose is launching its own food-based video channel this autumn, as the supermarket chain looks to expand its digital reach. Dubbed ‘Waitrose TV’, the transactional site will be dedicated to food and will feature top chefs including Delia Smith, Heston Blumenthal, Silvana Franco and The Fabulous Baker Brothers.
Japan has the highest number of online videos watched per user with 242.5, surpassing its closest contender Hong Kong by over 60 videos per user. The fewest videos watched per user were recorded in Indonesia with 53.5, four times less than Japan.
Topshop attracted more than 2 million people to its live streamed fashion show at London Fashion Week on Sunday, with the retailer claiming to sell out of some lines during the broadcast. The show, streamed live on Facebook, allowed users to share their favourite looks with friends using the social network. Viewers used ‘open graph’ technology allowing them to post messages about the Topshop show, called ‘Unique’ automatically on Facebook and Twitter. The retailer trended globally on latter social networking site.
View the promo video for the event below:
The click-through rate (CTR) for online video is 27.4 times that of standard banners and almost 12 times that of rich media ads, according to new research. The study,from MediaMind, analysed over 3 billion ad impressions globally over the first six months of 2012, revealing an increase in consumer attention to online video in ads.
Google has released a new YouTube app for Apple users, ahead of the much-anticipated iPhone 5 launch today, which is expected to replace the preloaded YouTube app for Vimeo. YouTube will not be preloaded on the iPhone 5, and it looks like it will disappear from existing iPhone, iPad and iPod touch devices when they upgrade to the iOS 6 software too.The new app will be available on Apple’s app store instead, while Apple is suspected to incude preloaded video software in partnership with YouTube rival Vimeo.
The BBC has updated its iPhone and iPad app, allowing mobile downloads as an alternative to streaming for the first time. Until now, programmes could only be downloaded to PCs and Macs for later viewing. The move opens up a new way for people to watch BBC content on the move. Starting this week on iPhone, iPad and iPod touch, users can download shows from BBC iPlayer over Wi-Fi in advance by adding them to a ‘download queue’.
This 17 minute video from Lego provides a prime example of how a brand can engage users with long-form online content, rather than 30 second TV commercials. See why it's our video viral of the week below...
Google has shut down its television advertising business, saying that it will focus instead on enhanced online and mobile opportunities for video ads. In a blog post at the end of last week, the search engine giant announced its plans to abandon its TV advertising scheme, which was launched in 2007 with the aim of selling these promotional messages in the same way as online ones.
Google has made the first step to expand its social networking site to businesses, with a range of new enterprise-level tools. The new Google+ features are tailored specifically for workplace use, aimed at Google Apps, the cloud email and collaboration suite for schools, companies and government agencies. Google first indicated last year that it planned to release an enterprise version of Google+ and that it was already using it internally.
With 38 ads on average airing per minute across national TV, breaking through the clutter is essential. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers.
Radio is still the dominant way people in the US to discover music (48%) – followed by tips from friends/relatives (10%), and YouTube (7%), but more teens listen to music through YouTube than through any other source (64%) -- followed by radio (56%) and iTunes (53% ) and CDs (50%) - according to new research.
Little Printer has taken the Internet by storm, and it’s largely down to this simple but hugely effective YouTube video. Potentially the world's cutest printer, the device lets users print Tweets, photos and receipts without the need for bulky machines and expensive ink. See why it’s our video viral of the week below…
In this case study, Orabrush made smart use of YouTube to create buzz around the brand and generate sales. The dental brand's YouTube video generated 16 million views with a budget of just $500. After 2 years the results are 160,000 followers of the ads on YouTube, 43 million views and 1 million brushes sold online
More on this Case study
Brand: Orabrush |Media: YouTube | Country: Spain |Sector: Oral Healthcare| Format: YouTube Video
Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite only investing 7% of its budget in online, the brand saw the sector generate 20% of the sales. This case study from Gfk NOP highlights to growing power of online advertising in the marketing mix.
More on this case study:
Brand: Cadbury’s | Media: YouTube, TV, Social Media | Agency: Fallon London | Country: UK | Sector: FMCG
Reckitt Benckiser has teamed two of its brands - Strepsils and Lemsip - to defeat 'Man-Flu' via an interactive video and social media campaign. Using social media data to provide personalised care and attention for customers, the flu medicine Strepsils took an interesting approach. The microsite is a little tongue and cheek, but definitely bears a great sense of humor to cheer up the sickly.
More on this Case Study:
Reckitt Benkiser | Media: Viral, Video, Social media | Country: Australia | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Agency: Holler | Format: Video, social mmedia »
This heart-warming video from Coca-Cola continues the beverage giant’s ‘Happiness’ brand message, turning the negative perception of security cameras into something much more positive- boosting customers perception of Coke in the process. Historically, Coca-Cola has understood better than most that if you make people feel good while watching your advertising, it rubs off on your brand. The video has racked up over 5.4 million YouTube views and 44,500 ‘likes’.
More on this Case study …
Brand: Coca-Cola | Media: Video, YouTube | Country: Global |Sector: FMCG | Agency: Landia
The International OCD foundation reached tens of thousands of people with a series of one second long videos, aimed at helping viewers experience the symptoms of obsessive compulsive disorder (OCD). Rather than explaining the effects of obsessive-compulsive disorder at length, they used a 1-second text-only ad to demonstrate the frustrations people with OCD experience first hand. The ad is too short to read in one viewing so, as the title explains (and even challenges) “You may have to press play more than once …”
More on this Case study …
Brand: NHS |Media: YouTube ads | Country: Israel |Sector: Healthcare | Agency: McCann Digital | Format: YouTube Video
The Brazilian campaign saw detergent brand Ace use consumer insight and an integrated use of media to reach 8.7 million people in less than three months. Ace created a campaign in soap opera style, an episode with 5 different endings, presenting five suspects for a great mystery: Whose is the grubby bra? The suspects defended themselves. The mystery was heated trough placement in TV shows, films on Facebook page and consistently engaging digital content. It also led to word of mouth in Twitter, blogs, radio stations talking about it and parody. The campaign reached 2.3 million people on Facebook with more than 60,000 fans and 227,000 visualizations on YouTube.
More on this Case study …
Brand: Ace | Language: Portugese (Brazil) | Format: Marketplace Ads, Facebook Premium Ads, Facebook Pages| Agency: Leo Burnett Tailor Made
Procter & Gamble embarked on the company’s biggest campaign in its 174 year history, using its Olympic sponsor status to push an emotive message celebrating mothers worldwide (a key demographic for the FMCG brand). P&G’s ‘Best Job’ video has taken off since launching April 17. More than 4m people watched the video on the main site, which has been seeded in different languages to appeal to different territories.
More on this Case Study:
Procter & Gamble | Media: YouTube, Viral, Video | Country: Global | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Format: Viral Video »
Viral marketing case study: TNT’s ‘dramatic surprise’ becomes second most shared YouTube ad of all time
In April 2012, Belgian TV channel TNT posted this ad on YouTube, getting 23m views in just one week and becoming the second most shared video on the website. Published on April 11, the 'A Dramatic Surprise On a Quiet Square' video campaign has clocked a whopping 30m views and 250,000 likes with a fortnight. This case study takes a look behind the success...
More on this case study:
Brand: TNT | Media: YouTube, TV, Social Media | Agency: Duval Guillaume Modem, Belgium | Country: Belgium | Sector: TV, Media
In 2010, Tipp Ex’s A Hunter Shoots a Bear’ viral was one of the first (and still the best) interactive YouTube virals ever. This follow up offers a ‘timeless’ new twist on the formula, and racked up over 9m YouTube views in less than a month. In the first season of the adventures of the Hunter and the Bear, the tagline asked viewers to "White and Rewrite THE STORY." Back for a second season, the tagline this time invites viewers to ‘White and Rewrite HISTORY’.
More on this Case Study:
Tipp Ex | Country: US | Sector: FMCG | Objective: Build brand equity | Format: Video Viral, Social Media »
Ahead of the Cricket World Cup 2011, PepsiCo India used Facebook’s video ad formats to closely engage with target audiences. The campaign’s main objectives were to create buzz, get the cricket-centric TV spots closer to consumers, create deeper level of engagement for the brand and drive traffic to an application created for the World Cup.
More on this Case study …
Brand: PepsiCo India | Media: groupm | Country: India |Sector: Beverages | Agency: Komli | Format: Facebook Reach Block
This witty Old Spice-style video ad from the Dollar Shave Club might just shake-up the shaving industry and give Gillette something to worry about. The viral video posted on YouTube garnered 3 million views and 32,000 'likes' within two weeks of going live in February 2012.
More on this case study:
Brand: Dollar Shave Club | Media: YouTube, TV, Social Media | Country: US | Sector: FMCG
Video is a key tool for boosting brand equity and the latest online video tips for content prove the impact that longform video content has on web marketing effectiveness. The key takeout from new research? Don’t stop you’re online video at 30 seconds.
JoAnna Abel, VP of Marketing at FreeWheel was interviewed by Beet.TV to discuss the report:
Apple's forthcoming iOS 6 operating system will no longer include the YouTube app, a feature that has shipped with the iPhone since the device debuted in June 2007. The move marks another milestone in the growing division between Google and Apple, as competition between the technology giants becomes more intense. As Google has pushed into the market with its Android software, now the most-used smartphone operating system, the relationship between the two companies frayed.
While traditional TV is still the major player in most US households, DVRs now appear in 44% of homes, up almost 80% since 2007. This report and video from Nielsen looks at the rise of connected TV, and how it will impact marketing in the future.
YouTube makes its play in Europe to become a mainstream TV channel provider. The UK has been selected for piloting a series of special YouTube channels, with the country’s leading TV production houses commissioned to create the programming. News provider ITN, and entertainment creators Maverick Television and Hat Trick Productions are a few of those lining-up the initial investments. It’s a new marketing approach for YouTube as a media property and one that offers new marketing approaches for brands looking to use TV on the web and YouTube in particular. For YouTube’s parent, Google, this is also a fundamental shift into content creation and broadcasting.
Are you creating online video content? Are you optimizing online video effectively? Are you wanting to build strong always-on online content? If so, then the latest tips come in the form of this YouTube Playbook for marketing managers.
The YouTube Playbook that has been produced by YouTube’s owner, Google, and pulls together best practice examples from across the globe and across dozens of industries. It explains the processes to really help your YouTube strategy fly, and here at the Digital Training Academy is part of our deep dives in video content design.
The Playbook is split into a number of practical sections that illustrate how you can make an always-on video strategy that delivers real value.
• How to use and develop a successful branded YouTube channel?
• How to design content and program calendars?
• How to optimize the content so it is discovered through search?
• How to build a community through YouTube and engage with consumers?
• How top integrate branding and calls to action that work and deliver real value.
• Using analytics with YouTube so that you can tell when you are winning and real optimize to deliver the highest ROMI.
Online video ads made up 8% of online display ad revenue in Europe during 2011 according to new research. The research - a collaboration between sell side video ad management platform, Videoplaza and analyst house IHS Screen Digest - found that TV remains first choice for reaching audiences at a national scale for building brand awareness.
HTML5 is being used by almost 50% of developers, and is projected to grow to 80% within the next three years. This infographic below from Uberflip provides a guide to the technology that will be powering the majority of apps, video and rich media content viewed on mobiles and PCs over the next few years…
Google is revamping the comment system on YouTube is a bid to clamp down on abusive and offensive remarks. At a breakout session at this week's Google I/O conference, YouTube exec Dror Shimshowitz said the company is "working on some improvements to the comment system," details of which should emerge in the coming months".
The average American watches nearly five hours of video each day, 98% of which they watch on a traditional TV set, according to a new report. The Nielsen Cross-Platform Report found that although this ratio is less than it was just a few years ago, and continues to change, the fact remains that Americans are not turning off. They are shifting to new technologies and devices that make it easier for them to watch the video they want, whenever and wherever they want.
Google is launching its much-hyped 'Hangouts On Air' feature on its Google+ social network, offering users a webcam community that lets groups broadcast and share video live. The new platform lets users broadcast live video to anyone with a mobile phone, live from major events or even their own living rooms. Other services, such as Ustream or Qik, already have similar features that stream live video from a phone or computer. However, these services are not paired with YouTube like Google+.
Watch a video outlining how to use the service below:
Google has launched a video version of its AdWords search system, aimed at small businesses that want to utilise the video medium but can't afford TV commercial slots. Previously, connecting ads to videos in YouTube based on search terms has been restricted to large companies with big marketing budgets. The new service sees Google open the "do it yourself" system to videos.
Watch a video outlining the service below:
Hulu’s media ownership partners are close to buying out one of their number. NBCUniversal, News Corp., The Walt Disney Company and members of the Hulu team are to purchase the stake owned by Providence Equity Partners at a price that values the company at $2 billion.
More than half of all video ads worldwide came from either the UK, Germany, Denmark, Sweden, Italy or Switzerland, according to this new infographic.
The rise of tablets is eating into the consumption of other devices, with Laptops, books and desktop PCs being the biggest casualties, according to this new infographic. The chart, from Statista, quotes Forrester Research data looking into the media consumption habits of tablet owners.
An average of 70% of in-stream impressions play all the way through, with users being 200 times more likely to click on in-stream ads compared to standard banners, according to new research. The study, from ad technology provider MediaMind, highlights the power of in-stream video advertising. The research indicates that 75% of in-stream impressions play three quarters of the spot duration - providing advertisers with plenty of exposure time in front of consumers.
Rich media boosts site visits three times more than standard banners, with additional video creative boosting visits even more, according to new research. The study, from MediaMind, indicates that advertisers who want to increase website traffic and sales should look to dynamic and flexible, eye-catching display ads.
Mobile advertising spend has grown a massive 157% year on year increase to £203m in UK, up from £83m in 2010 to £203m in 2011. The study, from Internet Advertising Bureau and Pricewaterhouse Coopers, has revealed that the rise of mobile devices is increasingly creating a nation of so-called “triple screeners” – people who social network, surf the web and watch live TV simultaneously.
Advertisers are looking to increase spend on premium video sites this year, with ‘view-through rates’ becoming the key measurement for engagement, according to new research. The study, from marketing technology firm Collective, indicates that UK media buyers would pay a premium to place VoD campaigns against good quality content and strong brands rather than hitting ‘long tail’ (niche interest) websites.
Google is installing ultra-high speed fibre optic internet service in Kansas City, Kansas and Kansas City, Missouri. This BBC report asks if the move will usher in a new era in industry and society, or just bring quicker web browsing and media downloads?
After reviewing 300,000 creatives served globally, ad serving firm MediaMInd has discovered that certain formats are performing far better in engaging more users and for longer. MediaMind reveals the top 5 performing online ad formats in a new study released today entitled “5 ad formats that make a difference for your brand.”
Social recommendations have a positive effect on a consumer’s enjoyment and recall of video ads, according to a new study. The white paper, from social video advertising platform Unruly Media looked at social ad effectiveness. The study surveyed online video viewers aged 18-34 across four social video campaigns from Guinness,Coca-Cola, Unilever’s Cornetto, and Energizer Batteries to determine the impact of peer recommendations.
The number of homes in the US subscribing to paid cable TV is falling, as consumers switch to free TV and online streaming for their media needs, according to new research. Americans spend more than 33 hours per week watching video across the screens, according to the latest Nielsen Cross-Platform Report. But how they’re consuming content—traditional TV and otherwise—is changing.
The consumption of recorded television and Internet-delivered programming is quickly surpassing live TV viewership, according to new research from TiVo. Nearly two-thirds of the viewing on web-connected TiVo units is now delayed television or on-demand video via broadband (OTT).
Nielsen has reviewed the top online video destinations visited during 2011, with YouTube getting more than three times more visits than its nearest rival Vevo. During 2011, 111.2 million U.S. people, on average, watched video content on YouTube from home and work computers.
US consumers are using their Xbox 360, PlayStation 3 and Wii devices to stream movies and TV shows in growing numbers, according to a new survey. The poll of 3000 people in the US, conducted by Nielsen, found that streaming video accounted for 14% of the average time spent using Microsoft 's Xbox 360 in October, up from 10% a year earlier. For Sony's PS3, the share of streaming video was 15% this year, up from 9% last year. The shift was even more dramatic for Nintendo's Wii, which jumped to 33% from 20%.
Viewers of YouTube logged more than 1 trillion playbacks on the online video site in 2011, according to new figures from owner Google. The news comes as the video sharing site unvieled the most popular videos of the year. The staggering figure amounts to 140 views for every person on the planet, Google said.
2011 was a great year for viral marketing case studies. The entertainment bar is getting ever-higher, making viral marketing briefs among the toughest that any creative agency can receive. For a viral to really travel it needs the combination of a brilliant creative idea, the right timing for its audience and the right seeding. That’s why we collated together a few of our favourite viral marketing case studies from this year which clearly checked all the boxes. Grab a coffee, leave the browser open, sit back, relax, and enjoy…
Google has replaced YouTube Insight with YouTube Analytics, giving online video producers a more detailed statistics on how their content is watched. The new analytical tool includes a summary report to give top-level performance metrics on the user’s YouTube content. It also gives easy access to more detailed statistics. YouTube Analytics generates the same data given from YouTube Insight and more. It gives the demographics of who is watching the producer’s video content and tells the user where the traffic is being drawn from.
Online advertising delivers substantially higher ROI and sales uplift than TV and achieves reach equal to press and outdoor, according to new research. GfK’s Media Efficiency Panel (MEP) evaluated eight major FMCG ad campaigns to accurately measure the effects of cross-media advertising on short-term sales and to assess the return on marketing investment.
Mid-roll video ads offer advertisers higher performance than pre-roll or post-roll video ads within long-form video environments, according to a new study. The research, from online video ad management platform VINDICO, analysed millions of video ad impressions within the FMCG category, delivered by VINDICO over the past 12 months, to identify viewing trends and help marketers set benchmarks for advertising success.
YouTube is adding some 100 channels of original programming to its video sharing site, including TV, film, music, sport and celebrity content. The new content includes deals with celebrity partners such as pop music star Madonna and actor Ashton Kutcher. Google, owners of YouTube, reportedly laid out more than $100 million to establish the partnerships, which come as the California technology titan tries to become a preferred source of content for Internet-linked televisions.
US-based online video site Hulu has ended take-over talks with Google, Yahoo and Dish Network after its owners decided to focus on building the site’s ad and subscription revenues instead. The three owners of Hulu, News Corp., the Walt Disney Co. and Providence Equity Partners has been hoping to to fetch $2bn out of a potential sale of the company. However, last Thursday, the three firms issued a statement saying they saw more value in retaining the popular 3-year-old service than in selling it off.
Amongst US online video sites, Hulu generated the most video ad impressions, according to new research. The study, from comScore, showed that Americans viewed more than 5.6 billion video ads in August, with Hulu generating the highest number of video ad impressions at 996 million. Tremor Video ranked second overall (and highest among video ad exchanges/networks) with 764 million ad views, followed by Adap.tv (720 million) and BrightRoll Video Network (603 million).
YouTube still dominates the US online video market, followed by VEVO and Facebook, according to new research. The study, from Comscore, ranked the top 10 video sites in terms of unique viewers. Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August with 162 million unique viewers, while VEVO ranked second with 62.3 million.
For the first time, comScore has revealed YouTube’s top 10 video partner channels in terms of unique viewers, with VEVO, Warner Music and gaming channel Machinima topping the list. The data from the comScore Video Metrix service showed that 180 million U.S. Internet users watched online video content in August for an average of 18 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.
YouTube is set to launch Google AdWords for video in beta on Wednesday, an auction-based platform for online video ad campaigns. The platform, built on top of AdWords technology, uses the same pipeline to serve ads, only presenting video first. Advertisers will have an option to create one campaign from a selection of video assets and pay only for video views, rather than impressions, using a series of four ‘TrueView’ video ads.
Renren has bought online video sharing site 56.com for $80 million, as the Chinese social networking site looks to boost user engagement. Founded in 2005, Guangzhou-based 56.com is a video-sharing website where users can upload, view and share videos.
Facebook has undergone its biggest redesign yet, as the social network repositions itself as a one-stop entertainment hub where users can watch films and TV, read books and news and listen to music on the same platform. The revamp, set to roll out over the next few weeks, will see user profiles replaced with an audio visual timeline of their life. In addition, the site's application platform has been redesigned to allow users to share what they are consuming on streaming music services such as Spotify, and the movie rental site Netflix. News sites, including the Guardian and Independent newspapers, are also included in the initial roll out.
Social Participation TV (S P-TV) will drive interactive behaviour to generate $2.9bn globally by 2016, according to a new report looking into the converging worlds of mobile devices, social media and interactive TV platforms. Mobile and digital technology business Mobile Interactive Group (MIG) today released a major research white paper on the trends and opportunities in participation TV (P-TV) services in particular social channels across global markets.
Australian YouTube viewers watched an average of 70 videos per viewer in May, while the Australian Broadcasting Corp. attracted the most videos viewed among news sites, according to new research. The report, from comScore, showed that more than 10.7 million Australian Internet users watched online video in May, with viewers averaging more than 10 hours of total viewing time during the month.
Germany has the most engaged YouTube audience, with viewers watching 5.2 hours of video in June 2010. On average across international markets, viewers spend 4 hours per month watching YouTube videos.
YouTube is ranked as the top online video content property in the Uk for April 2011, with more than double the number of viewers for the second highest site, BBC (sites ranked by millions of viewers).
176 million U.S. Internet users watched online video content in May for an average of 15.9 hours per viewer, according to new research from comScore. The total U.S. Internet audience engaged in more than 5.6 billion viewing sessions during the course of the month, the data revealed.
YouTube remains the top video brand, with AOL Media Network and the College Humour Network gaining more viewers than Hulu, which was the 6th placed video brand in March, (measured in millions of unique viewers).
YouTube saw its usage hit an all-time high in April 2011 as US Viewers consumers 8.7 billion streams. Hulu followed some way behind with just over 760 million streams. (Number of streams measured in millions).
Nearly half of the $26 billion US online advertising revenue in 2010 came from search.
Internet users in Germany, Turkey, Spain and the UK watch an average of at least 30 minutes a day of online video, according to new research. The study, from comScore, shows that Germany leads in online video viewing across several reporting metrics for the European countries currently reported in comScore Video Metrix (France, Germany, Italy, Russia, Spain, Turkey and UK).
Viewers pay more attention to online video ads than to TV commercials, and have better product recall, according to a new study. The research, from video ad network YuMe and IPG Media Lab, measured the reactions of 48 viewers watching one hour of programming.
Using facial tracking algorithms and biometric monitoring, a second-by-second monitoring of cognition, excitement, and stress found that despite constant distractions in both mediums, online video commands higher attention and recall from viewers.
From today, the Advertising Standards Authority (ASA) in the UK extends its powers to regulating companies who advertise on the Internet including social networking platforms. The move means ads on social media sites will have to comply with the same code of conduct as traditional media, following a new industry-wide initiative.
The move has been designed to help increase protection for consumers and children, by holding online ads accountable for being honest and responsible. This code is designed to ensure that the marketing industry adopts the same self-regulatory standards for all marketing communications on the internet as it does across traditional marketing channels.
Companies in the UK will soon have to ensure content on their websites and social network pages comply with rules set out by The Advertising Standards Authority (ASA), or face being ‘named and shamed’ as part of a new initiative. From March next year, the rules covering misleading advertising, social responsibility and the protection of children will apply in full to all online marketing by all sectors, businesses and organisations, regardless of size.
The ASA's current remit online includes ads in paid-for space and sales promotions wherever they appear. The extension now means full advertising regulations will now also apply to parts of the internet that are ‘free of charge’ (unlike paid adverts) charge, such as brands’ own websites and online areas like Twitter and Facebook.
Ads on social media sites will soon have to comply with the same code of conduct as traditional media, following a new industry-wide initiative. The move has been designed to help increase protection for consumers and children, by holding online ads accountable for being honest and responsible.
Set to begin this Autumn, the UK internet industry (including the Internet Advertisising Bureau) has joined forces to agree an extension to the CAP Code to claims on companies’ own websites, which would extend the Advertising Standards Authority’s (ASA) remit in digital media. This code is designed to ensure that the marketing industry adopts the same self-regulatory standards for all marketing communications on the internet as it does across traditional marketing channels.