online video

How do US teens use online media? [Stats]

How much video do teens consume compared to music? How pervasive is social networking?

What devices are used for media consumption, and in what proportion? How much content creation is going on?

Common Sense, a US not-for-profit, has released its 2015 census of tween and teen media use.

The report highlights and full findings are well worth checking out, but I thought I’d collect my five favourite charts.

Death to the trailer: the 10 most shared movie promos of the last 12 months

Cinema ticket sales are down 8.8% in the US alone this year so it’s becoming increasingly vital for movie studios to use online video to drive box office numbers.

However it’s not just about uploading a trailer to YouTube and sitting back and and waiting for the views to rack up months prior to a release date. Almost half of a trailer’s shares are achieved in the first 24 hours of upload.

In fact the most shared promotional content for a film isn’t even just the standard trailer anymore. It’s other more innovative and intriguing types of movie marketing content like prankvertising, music videos or standalone short films relating to the movie.

The good news is that one in three people would buy a cinema ticket after watching an online trailer or ad. The internet has become the key arena where the attentions of cinemagoers are fought for, however as it gets increasingly crowded and box office figures continue to drop, studios will have to work even harder to improve their strategy.

Unruly has just published some research on the current state of online movie marketing. Here’s a look at some of the stats and advice contained within.

Advertisers spending more on online video despite viewability concerns

Spending on digital video in Europe has increased by 42% over the past year, with agencies shifting budget from other digital channels to support their video activity.

The survey, conducted by among 175 ad buyers and publishers, found that 48% of agencies have shifted adspend from display, 33% from print, and 10% from search.

However there were still concerns around the ability to properly measure how many people are exposed to video ads online.

Ad viewability emerged as the top concern for more than two-thirds (67%) of European agencies, while ad verification and ad fraud were cited by 57%.

These concerns are fuelled by the fact that the industry is still struggling to come up with an accepted standard for video viewability measurement.

The four pillars of an effective online video strategy

Video is one of the most effective forms of digital content, but also one of the most difficult to get right.

The beauty of video is that it’s both versatile and shareable, so it can be used for a range of functions (e.g. product demos, adverts) and can gain your company huge exposure in the process.

And the stats are certainly appealing. Data included in a report from the IAB shows that in 2013 video accounted for 12% of all time spent online, while separate data published on the Guardian indicates that one in three Britons watch at least one online video per week. 

In relation to ecommerce, we’ve published a number of case studies which show how video can improve conversions if used correctly.

But how do you go about the tricky task of devising your fledgling video strategy?

I’ve delved into the Econsultancy Online Video Best Practice Guide to bring you some advice on where to start.

Online video for ecommerce: what type of content should you create?

For retailers, video is the new JPEG. Companies have demonstrated that videos drive more conversion and higher AOV, and with the costs of video production dropping, there’s no reason why all retailers shouldn’t be embracing video – and hundreds of reasons why they should.

You probably already know how important video is for your ecommerce site, but do you know the best ways to effectively harness it?  

To start, videos should be produced using a scalable process and address content in which visitors are interested.

10 most shared branded ads for the 2014 World Cup, so far

Excitement prior to the start of the Brazilian World Cup is reaching fever… I can’t do it. I’ll start again. 

Before the Brazilian World Cup kicks… Aggh, I did it again! 

There’s all to play for when it comes to brands making an impact on the field before the whistle has even blown… I feel so unclean.

There’s something about football that brings out my inner cliche-loving hack. Maybe it’s because I’m subconsciously over-compensating due to a debilitating lack of football knowledge.

Maybe I should just embrace it.

Here for your entertainment are the most shared branded videos for the World Cup 2014 so far, according to the good folks at Unruly, replete with the laziest football cliches I can think of.

One of the most interesting current trend you’ll notice is how non-sponsors such as Nike and Samsung are completely dominating the chart, whereas official sponsors like Adidas, Sony and Hyundai have been left on the bench there or thereabouts.

For more pre-match analysis, see my fellow pundit Ben Davis’s post World Cup 2014: what should we expect from brands? 

96% of consumers find video useful when buying online

Online video is increasing in importance and effectiveness when it comes to purchase decisions.

Nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.

This research comes from a new study by Animoto, designed to explore how online video impacts consumer decisions and drives brand engagement for small businesses. 

I discussed the power of video embedded landing pages a few months ago in 10 excellent video-embedded landing pages

Video is one of the best and most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and succinctly. Especially if it’s about a new service or product.

Videos also increase the length of a visitor’s stay. If you feature your own face, or the face of an employee in a video, a visitor is more likely to trust you. Videos can help strengthen your online presence, and videos can also help you rank higher in SERPs.

Why marketers in Southeast Asia can’t afford to ignore online video

Asian nations are apparently among the most prolific sharers of online video according to a new report, with Indonesians sharing more video content than any other country.

India came second overall, followed by Greece and Thailand, with the US and UK down in 19th and 43rd respectively.

The data, which comes from video ad network Coull, shows that the most popular video content among Indonesians is related to style and fashion.

With video content proving to be so popular among Southeast Asian countries it’s important for brands in the region to have a relevant strategy in place.

In order to help digital marketers improve their video strategy in the region Econsultancy has just published a new Online Video in South-East Asia Best Practice Guide.