Archives de catégorie : Video Marketing

52% of Online Video Is Seen on Mobile Devices

Mobile viewing now represents 52% of online video views, and consumers are watching more mid- to long-form content on any device, regardless of screen size, according to Ooyala’s Third Quarter 2016 Global Video Index, published on Tuesday.

 

This marks the second consecutive quarter in which more than half of all online viewing was done on mobile devices, according to the video/telecom research/services firm. 

 

Ooyala’s new study adds online viewership perspective to other tracking research, such as Cisco’s Visual Networking Index, which gauges infrastructure/technology deployment. 

“Mobile can’t be ignored, » said Ooyala Principal Analyst Jim O’Neill. He cited Netflix’ recent offer for offline viewing as an indicator of « just how mobile we’ve become and how crucial mobile devices are for all content providers. »

 

Connected TV, active consumption

 

Findings suggest that TV Everywhere availability may be partially responsible for the increasing mobile access, although Ooyala’s report does not specifically identify that relationship. It does conclude that, « Connected TV users consume the most, watching mid- to long-form content 97% of the time, a 73% increase since 2015. »

 
One of the most significant findings of Ooyala’s study is the wide adoption of « long-form » (movies, documentaries and other programs that run one or two hours or longer) and « mid-form » content (usually 15 or 20 minutes).

 
« Consumers are increasingly more comfortable watching longer content, even if on smaller screens, » according to Ooyala’s analysis, offering evidence that defies many older media executives’ opinion about viewing on small screens. Ooyala found that smartphone users now spend 48% of their viewing time on mid- to long-form content, up more than 23% from last year; viewers on computers spend 57%, which is a 43% year-over-year increase.

In its analysis of advertisement viewing, the Ooyala report found that mobile devices delivered 44% of all broadcaster pre-roll ad impressions, the same level as ad impressions via desktop and laptop computers. Tablets delivered nearly 38% of mid-roll ad impressions for broadcasters in Q3, more than three times the number of ad impressions on smartphones (11.2%).

Since Q3 2013, mobile video views have increased more than 233%, outpacing the growing penetration rate of mobile devices globally as viewers spend more time watching video on the small screens, Ooyala said. 

 

‘Thrones’ still tops most-pirated list

 

The report includes additional data from digital platform security provider Irdeto on how companies can combat piracy of 4K and live-sports content. According to Irdeto, the « top five pirated TV shows in Q3 were Game of Thrones [note: that’s no surprise], which accounted for 13.9% of total infringements, The Flash (on The CW), Suits (on USA Network), Arrow (The CW) and Vikings (on History Channel), all of which had 4.2% to 4.7% infringement rates.

Ooyala’s report also dives deeply into European sports viewing on mobile platforms. Among its findings: that viewing increases significantly after a home team victory. 

 

« After a win against an historic rival, video plays jump more than 230% following the game, » according to the analysis of viewing for a specific team. Ooyala cites this finding as « a tremendous opportunity … to maximize fan engagement and revenue as fans flock to video for game highlights and player interviews. » 
 

Social media, online video drive ad growth

Facebook CastingGlobal ad expenditure in social media is set to grow by 72% between this year and 2019, from $29 billion to $50 billion, according to Zenith’s new Advertising Expenditure Forecasts.

By 2019, social media will account for 20% of all internet advertising, up from 16% in 2016. It is growing by 20% a year and will be almost neck-and-neck with newspaper advertisting in 2019, overtaking it comfortably the following year.

Meanwhile, online video advertising is growing almost as quickly as social media, at 18% a year, and by 2019 will total $35.4 billion across the world, fractionally ahead of the amount spent on radio advertising ($35 billion).

Like social media, it is benefiting from the spread of mobile devices, as well as the development of high-speed mobile data connections and improvements in handset displays. It is becoming common for brands to use online video as a complement to TV, but for most it does not make sense to use it as a substitute. Even by 2019, online video advertising will be less than a fifth (18%) of the size of TV advertising.

Zenith forecasts that global ad expenditure to grow by 4.4% in 2017, the same rate as for this year. It will then grow by 4.4% in 2018 and 4.1% in 2019.
Within Europe, it forecasts 8% growth in Russia, Ukraine and Belarus this year, followed by 9% growth in 2017. These markets will contribute 2% of global ad spend growth between 2016 and 2019.

Commenting on the figures, Jonathan Barnard, head of forecasting at Zenith, said: “Social media and online video are driving continued growth in global ad spend, despite political threats to the economy.

“Just four markets in Asia will provide more than a third of global ad growth to 2019, counterbalancing recession in Latin America and the Middle East.”

Bernard « Rambo » Gauthier confirme son saut en politique – ICI.Radio

Un texte d’Evelyne Côté Twitter Courriel 

Quand tu suis les médias sociaux, tu t’aperçois que beaucoup de gens sont vraiment écoeurés de ce qui se passe au niveau politique au Québec.

Bernard Gauthier, porte-parole, Citoyens au pouvoir

Il dénonce « l’establishment et l’élite financière » qui gouvernent le Québec et prennent des décisions au détriment de la classe moyenne et ouvrière.

« Monsieur et Madame-Tout-le-monde, qui travaillent à la journée longue pour essayer de contribuer à l’essor économique du Québec, commencent à étouffer un peu », avance Bernard Gauthier.

L'équipe de Bernard « Rambo » Gauthier
L’équipe de Bernard « Rambo » Gauthier. Photo : Radio-Canada

Le parti Citoyens au pouvoir

Le représentant syndical du local 791 de la FTQ-Construction sur la Côte-Nord défendra les intérêts du parti Citoyens au pouvoir, qui provient d’une autre formation politique créée en 2012.

Je ne suis pas un sauveur ni un héros, je suis juste la grande gueule qui va être le porte-parole de la population.

Bernard Gauthier, porte-parole, Citoyens au pouvoir

Même si le syndicaliste affirme être souverainiste, son co-porte-parole, Frank Malenfant, prétend le contraire: « Nous ne sommes pas un parti de gauche ou de droite, indépendantiste ou fédéraliste », précise Frank Malenfant.

Bernard Gauthier envisage se présenter dans la circonscription de Duplessis, sur la Côte-Nord, qui est tenue depuis 2003 par la députée péquiste Lorraine Richard.

Un bouillant syndicaliste

Bernard « Rambo » Gauthier
Bernard « Rambo » Gauthier. Photo : Radio-Canada

Bernard Gauthier s’est notamment fait remarquer lors de son passage à la commission Charbonneau en 2014, où il s’était, entre autres, porté à la défense des travailleurs de la Côte-Nord.

En 2010, il a fait une intervention médiatique remarquée après qu’une équipe de l’émission Enquête, de Radio-Canada, l’eut identifié comme la tête dirigeante d’un régime pratiquant l’intimidation et la discrimination sur les chantiers de construction de la Côte-Nord. Bernard Gauthier avait alors affirmé qu’il était victime d’une campagne de salissage.

Victor-Lévy Beaulieu a signé une biographie du bouillant syndicaliste en 2014 dans laquelle il relate le rôle de Bernard Gauthier dans la défense des travailleurs.

La députée de la circonscription qu’il convoite en 2018, Lorraine Richard, est peu impressionnée.

« Je suis connue et reconnue pour me faire entendre, pour mener mes dossiers ici à l’Assemblée nationale. Donc je rejette l’affirmation de M. Bernard Gauthier à l’effet que les gens ne sont pas représentés, je le rejette totalement », a-t-elle conclu. 

L’inspecteur général de Montréal recommande la résiliation de deux contrats – ICI.Radio

Les contrats de près d’un million de dollars chacun concernent des projets d’éclairage dans le cadre des fêtes du 375e anniversaire de la ville.

Dans son rapport, l’inspecteur général Denis Gallant révèle que « MEH, qui se présente comme étant un organisme à but non lucratif, est dans les faits une façade pour l’entreprise commerciale Torrentiel, qui bénéficie ainsi d’un avantage concurrentiel sur les autres entreprises privées ».

Il ajoute que la « confusion » entre Torrentiel et MEH et « les doubles rôles assumés par certains dirigeants » des deux entités permettent de conclure que « MEH sert de véritable courroie de transmission permettant à Torrentiel d’obtenir de l’argent provenant des contrats publics conclus de gré à gré avec les arrondissements de Lachine et du Sud-Ouest ».

La preuve recueillie en cours d’enquête révèle que les arrondissements de Lachine et du Sud-Ouest ont octroyé des contrats de gré à gré à MEH, alors que l’organisme n’est pas en mesure de réaliser seul les projets. […] Les arrondissements auraient dû, afin de respecter la loi, lancer un appel d’offres afin d’obtenir le meilleur prix.

Extrait du rapport du BIG

M. Gallant constate aussi que « l’exception permettant à un organisme à but non lucratif d’obtenir un contrat de gré à gré malgré sa valeur substantielle a été détournée de sa raison d’être ». Il observe que cette exception « a été utilisée comme un véritable fourre-tout afin de déléguer à l’organisme des volets du contrat qui auraient dû être obtenus par des entreprises spécialisées par voie d’appel d’offres, afin de susciter la concurrence ».

Dès lors, le BIG estime que les arrondissements de Lachine et du Sud-Ouest ont contrevenu aux « règles d’adjudication des contrats », ont porté atteinte à « la liberté de concurrence et à l’égalité des chances » et ont compromis « la possibilité d’obtenir le meilleur prix ».

Outre la résiliation des deux contrats, l’inspecteur général « recommande que tout contrat conclu par la Ville de Montréal ou l’un de ses arrondissements avec un organisme à but non lucratif, dont la dépense est supérieure à 100 000 $, fasse l’objet d’une intervention du Service des affaires juridiques de la Ville de Montréal ».

Lachine annule son contrat avec Montréal en histoires

En réaction aux révélations du BIG, l’arrondissement de Lachine annonce par voie de communiqué qu’il « met fin immédiatement » au contrat accordé à Montréal en histoires.

Il précise que « jamais l’arrondissement n’a été mis au courant de l’existence de cette entreprise [Torrentiel] ».

L’administration municipale dit également « étudier tous les recours possibles afin de faire valoir ses droits ».

Les Lévisiens encore plus exaspérés par la congestion routière – ICI.Radio

Entre 2015 et 2016, la proportion des Lévisiens qui qualifient le niveau de congestion routière « peu acceptable » ou « pas du tout acceptable » est passée de 49 % à 70 %.

Des données qui poussent le maire à demander aux gouvernements d’investir dans les infrastructures pour favoriser les déplacements dans la région de Québec.

Si le gouvernement s’est occupé de la région de Montréal, il est peut-être temps qu’il s’occupe maintenant de Québec, du lieu au Québec où la croissance économique est la plus forte.

Le maire de Lévis, Gilles Lehouillier

Le sondage révèle par ailleurs une baisse marquée de l’appui au projet de SRB. L’an dernier, 68 % des citoyens se disaient en accord avec le projet alors que cet appui a reculé à 54 % en 2016. Le maire attribue cette baisse au fait que la population n’est pas suffisamment informée sur le projet.

« Quand je questionne les gens sur le SRB, ils ont l’impression que ce n’est rien d’autre qu’un service d’autobus, dit Gilles Lehouillier. Il va falloir commencer à expliquer aux gens que le SRB c’est un tramway, mais sur roues. »

Sans surprise, une forte majorité des répondants (87 %) appuie la construction d’un troisième lien entre les deux rives. Un résultat semblable à celui observé dans un autre coup de sonde réalisé plus tôt cet automne.

La majorité des personnes sondées (59 %) préconise un troisième lien dans l’est de la ville, alors que 21 % des répondants favorisent un emplacement près des ponts. Les autres (20 %) ne se sont pas prononcés.

Les autres données

Les autres données du sondage démontrent que les citoyens de Lévis voient d’un oeil favorable plusieurs des plus récents projets menés par l’administration municipale.

Le réaménagement du quai Paquet recueille 98 % d’appui. L’aménagement de dix grands parcs urbains le long du fleuve et de ses affluents obtient la faveur de 96 % des sondés. 95 % des Lévisiens appuient également la remise à niveau des infrastructures sportives.

La même proportion se dit aussi favorable à la revitalisation du secteur de la Traverse.

Les citoyens de Lévis se sentent par ailleurs en sécurité à 97 % dans leur ville. Ils font confiance à leur service de police (92 %) et aux pompiers (98 %).

Le sondage a été mené du 18 au 22 novembre auprès de 503 répondants par Internet et au téléphone. La marge d’erreur est de plus ou moins 4,4 %, 19 fois sur 20.

Une consultation citoyenne menée par l’administration Labeaume indique que le 3e lien est également en tête des préoccupations à Québec.

Innovid Starts Integrated Marketing Cloud Technology For Personalized Video

Video marketing platform Innovid says its new integrated marketing cloud technology will offer better personalized video ad consumption, with a new
marketing cloud suite that will allow data attached to « paid » video integrations to travel into other channels — wherever the consumer takes their digital media journey.

For example,
Innovid notes when a consumer visits a Hyatt Web site — searching for rooms/locations — and Hyatt’s marketing cloud will send that data to Innovid. When that consumer shows up on another
unrelated site and sees a video from Hyatt, they will receive a more personalized video ad that will include, for example, pricing/location data specific to that consumer’s original search.

If a consumer interacts with a swimming video ad by REI, the recreation/outdoor marketer, Innovid will then
send data to the marketing cloud so the company can deliver more swimming-related offerings through Web sites, email, social, and other channels.

Innovid’s marketing suite will
work with Adobe, IBM, and Oracle marketing clouds. 
Conagra Brands is one of the first brands to access Innovid’s marketing cloud suite.

Also included in
Innovid’s new marketing cloud is a video delivery suite capable of delivering reach to wide range of video platforms/
channels; an analytics suite, analyzing video ad spend; a video experience
suite, allow marketers to create experiences for target audiences; and an optimization suite, which will improve campaign performance.

Digital Marketing Agency, fishbat, Shares 3 Ways B2B Companies Can Benefit From Ustream


Digital Marketing Agency, fishbat, Shares 3 Ways B2B Companies Can Benefit From Ustream

PATCHOGUE, N.Y., Dec. 6, 2016

/PRNewswire-iReach/ fishbat is a leading digital marketing agencywhich combines proven digital marketing strategies that include search engine optimization (SEO), digital ads, and social media optimization (SMO) to help businesses increase profits and expand brand awareness.

Photo – http://photos.prnewswire.com/prnh/20161205/445709

There’s no debating the power of live streaming video in today’s social media world. Live streaming increases user engagement, helps to establish brand credibility, and is vital in B2B brand building. Ustream is a unique and user-experience-centric platform that is well equipped to build B2B communications. Digital marketing agency, fishbat, shares three ways B2B companies can benefit from Ustream.

1.Create a channel to educate within your industry. Ustream is a phenomenal platform for remotely educating the audience. Focus on hot topics within the industry that you can highlight your expertise in. Developing an authoritative voice within the industry will help to build credibility and boost B2B interactions. Ustream allows users to create short trailer videos as well, which can loop on your channel when there is not a seminar being posted, so there is never a blank screen. Invite people within the industry to take part in online seminars or interactive dialogue to strengthen your position in the industry and facilitate B2B connections. Ustream is highly effective at building a relevant audience through invites with RSVP potential, as well as through reminder emails to ensure strong participation.

2.Show off new product and innovations. Ustream is a great platform to highlight new product or innovations in the industry. Target businesses within the industry to demonstrate products and innovations in real time, and to develop connections that will benefit from the products and information. This real-time feedback makes Ustream the perfect vehicle for product testing and research.

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How to choose the right type of content marketing video

If a picture is worth a thousand words, what does one minute of video get you? According to Dr. James McQuivey of Forrester Research, the answer is 1.8 million words.

The numbers tend to speak for themselves when it comes to using video in content marketing:

Of course, as with any marketing tool, video is only effective when used correctly. That means knowing when and how to use different types of video in content marketing campaigns.

A vast majority of B2B and B2C marketers use video.

Understanding your options

While live action and animated video represent the two main categories, options under these two expand significantly and include:

  • In-studio video blogs: These videos tend to accompany text-based, SEO-friendly content and serve as bite-sized supporting assets for those who’d rather watch than read.
  • On-location interviews: On-location videos are ideal for showing off your business, whether it’s through interviews with executives or by touring your facilities.
  • Event coverage: From product launches to industry conferences, event coverage videos can boost business visibility and generate excitement.
  • Vox pops: Derived from the Latin phrase “vox populi,” or “voice of the people,” these videos offer a snapshot of public opinion. Think clips of people praising a show on their way out of a performance, or providing opinions that demonstrate the need for your product or service.
  • Product demonstrations: Demo videos are the perfect way to show off the functionality of a product or service, making it easier for consumers to understand its value.
  • Explainer videos: How-to and explainer videos are the perfect format for breaking down complex topics into easy-to-understand nuggets of information.
  • Commercials: Whether straightforward product advertisements or videos intended to increase brand awareness, commercials remain a video staple.

On-location videos give you the ability to really capture the 'Action!'

On-location videos give you the ability to really capture the ‘Action!’

Let purpose drive decisions

Each kind of video serves a different purpose in content marketing. While you may be partial to a certain type of visual imagery, it’s the purpose that should drive your decision-making process.

For example, maybe your ultimate goal is boosting brand awareness. You work for a newer company and want to demonstrate trustworthiness to potential customers.

In this instance, you could use one of two videos: A corporate promotional video that includes interviews with high-ranking executives and internal subject matter experts, or an eye-catching animated video to helpfully explain the problems your business solves.

On the other hand, maybe you’re more concerned with generating leads and converting website visitors into paying customers. In cases such as these, product demonstrations are a great way to put your money where your mouth is and clearly illustrate your value proposition. Video interviews with satisfied clients are also effective; it always helps for prospective customers to hear it from somebody other than you.

“The type of video you choose should influence how and where it is deployed.”

No matter your content marketing objective – be it generating traffic, engaging visitors or demonstrating thought leadership – there is a video strategy to suit it.

The type of video you choose should also influence how and where it is deployed, whether it be on your website, in email marketing newsletters, on social media platforms or even on television. Just like each type of video content, every channel lends itself to a different audience.

“Direct-response commercials work really well on TV,” said Brafton Creative Director Perry Leenhouts. “Teasers work really well on social platforms, cooking up interest and directing the viewer to a landing page. Product and services spots can be targeted to YouTube viewers in the shape of a pre-roll ad. That format actually influences the way you should edit a video: You want to pull the audience in before they click to skip the ad.”

Determine your objective, select the video content that best meets it and focus on channels that align with this goal.

No matter your goal, video can help set the stage for success.

No matter your goal, video can help set the stage for success.

Keep it short and sweet

Regardless of the type of video you choose, certain best practices should stay top of mind. Foremost among them is brevity.

Part of what makes videos so effective is they save people time from having to read large amounts of text. If your video is too long, you’ll cancel out that advantage. This decreases the likelihood that someone will watch until the end. Even worse, it could cause them to avoid clicking ‘Play’ in the first place.

Based on internal customer data, Wistia reported that two minutes is the cutoff for video length. Engagement for videos two minutes or shorter remained relatively steady, although shorter videos were more likely to be watched to completion. After the two-minute mark, engagement began to fall dramatically.

If your video requires a longer length, Wistia recommended aiming for between six and 12 minutes. While engagement diminishes after two minutes, it appears to remain relatively stable between six and 12. However, after the 12-minute mark, viewers begin to disappear significantly yet again.

As with any content marketing decision, whether it’s opting for an eBook over a whitepaper or selecting the right call to action, choosing the proper video content is a matter of marrying form to function and following best practices.

Eric Wendt

3 Things to Consider Before You Make Your Next Marketing Video


Video is arguably the future of content marketing. 

Within the next year, Cisco predicts video will account for 69 percent of all consumer internet traffic. YouTube has more than a billion users that watch hundreds of millions of hours and generate billions of video, the company reports

Video is clearly a growing source of both information and entertainment, and marketers have taken notice, with good reason. Video marketing has some of the highest engagement levels, according to HubSpot, the Cambridge, Mass.-based inbound marketing and sales platform.

But how can marketers create engaging video?

CMSWire caught up with three attendees at the Gilbane Digital Content Conference in Boston last week for tips and strategies.

The Question

What’s one tip for creating amazing videos?

The Answers

Linda Alila, Project Manager, Cohesion

Linda Alila

Alila is an associate project manager in the Cohesion‘s Boston office, which specializes in educational content development and publishing services. An editor/proofreader, she specializes in academic writing, including theses, dissertations, essays and book manuscripts. She also has research experience. Tweet to Linda Alila.

Hook them in. People won’t remember what you said or what you did, but they will remember how you made them feel. You have to have a sense of story. You watch a viral video, there’s usually some sort of story: a beginning, middle and end. 

Someone slips on a banana peel or a guy in a New York subway happens to break out in a split, and everyone starts laughing. That’s a 1-2 punch already — you have the element of surprise and a story. Someone’s on a subway, breaks into a split and people laugh. That’s the story. People are engaged emotionally. 

Bruce Hecht, Engineer, Analog Devices

Bruce Hecht

Hecht is a designer of sensors and signal processing systems for instrumentation and healthcare with 20 years experience in launching new products and technologies. He is currently leading the New Product Design Quality initiative at Analog Devices, a Norwood, Mass.-based company that creates analog, mixed-signal and digital signal processing (DSP) integrated circuits (ICs) used in electronic equipment. 
He is also an Advanced Study Program Fellow at MIT in the areas of Engineering, Entrepreneurship and Innovation in Healthcare and Systems Design. Tweet to Bruce Hecht.

Set the stage with the message you want to give, depending on who you’re trying to reach just like you would design the story. You should also define the structure in how you’re delivering your message. 

In our case we think about audiences that are both in the room and outside the room. We make it an interplay of both audiences. With an audience that’s in the room, it’s easier for some people to speak like they’re talking to somebody and not just to a camera. Some people can do just that — talk into a camera. 

Adam Houser, AVP Manager, FM Global

Adam Houser

Houser is an assistant VP and manager at FM Global, a Johnston, R.I.-based insurance company. He has technical experience in the web and multimedia, publishing, software and insurance-related fields, as well as experience with planning and implementing enterprise translation and terminology management solutions and consulting on best practices in globalization and information management. Connect with Adam Houser.

Consider the global aspect of video and whether you choose to create that same experience in another language or another culture.

Most companies tend to go for the subpar experience. They produce a nice video for North America. And they provide subtitles or voiceovers or do a synching and voiceover. 

When you start going down that route it starts reducing the effectiveness of the customer experience of that video. And to some point it could hurt your brand. You have to weigh how you approach video and always think about planning how you’re going to launch that video. 

If you really must have a video strategy for your core markets, maybe that means you’re just producing video for your core market and not necessarily doing the same for others.