Online Video Roundup ? The eMarketer Blog

Check out some of eMarketer?s latest coverage on online video. This is just a small portion of the digital insights eMarketer offers to clients through our Total Access subscription service. Learn more about becoming an eMarketer client.

REPORT: Sports Video Streaming: Ready for Game Time
Sports video streaming has come a long way, but consumer demand still exceeds the available legal options to view games. As leagues ramp up access to paid and ad-supported streams, marketers will have a broader content pool through which they can reach their target audiences.

How are sports leagues approaching online and mobile streaming?

What is the mix between ad-supported and fee-based streaming?

What opportunities does digital sports content present for marketers?

What role do smartphones and tablets play in the sports content ecosystem?

How does social media help sports content providers engage and grow their audiences?

ARTICLE: Mobile Video Uploads Hit Record High
Traditional video cameras have been gathering dust due to the rapid growth of video camera usage on mobile devices. According to Photobucket, a web-based photo- and video-sharing service, site users are not only uploading more video content than ever before, but a staggering amount of uploads are also originating from mobile devices. Read article.

ARTICLE: Online Video Ads in Canada Lag US
eMarketer forecast in June that online ad spending in Canada will reach $2.1 billion in 2011, less than one-tenth of the $31.3 billion spent online in the US this year. While this total seems limited, online marketers in Canada will spend more than $81 per internet user throughout the year?more than their counterparts in Japan, France, Italy or Spain. Read article.

INTERVIEW: PGATOUR.com Is the Primary Screen for Golf Fans
In this interview with eMarketer?s Kris Oser, PGATOUR.com?s Lee Bushkell discusses streaming video ads and how the ad-supported website, mobile site and an app are the best channels for showcasing golf. Available only with eMarketer Total Access.

ARTICLE: Options for Online Video Ad Viewers Lead to Greater Engagement
Unlike TV, the internet affords marketers more than just a platform for message dissemination; it provides a channel through which users can simultaneously view and engage with a brand, product or service. Available only with eMarketer Total Access.

REPORT: TV Video Viewing: Beyond Cord-Cutters
Cutting the cord on cable TV has become a fashion statement of sorts. Surveys show there is a lot of interest but little action?so far. Marketers should be aware of what is happening with online TV video viewing today and what is likely to happen over the next 12 months.

What is a television household today?

What is the balance between TV and online video viewing?

Who are the cord-cutters?

How can marketers reach consumers effectively?

ARTICLE: In-stream Online Video Boosts Brand Recall
Interactive marketers can?t help but look to online video to take advantage of branding potential richer than that for previous online display ad formats. But like its static display counterpart, banner ads, online video advertising can appear in numerous ad sizes, placements and creative types, making it difficult for marketers to decide where to start. Available only with eMarketer Total Access.

ARTICLE: Click Rates Complicate Online Video Ad Metrics
Benchmarks are often important markers for advertisers looking to estimate initial campaign performance and approximate competitor efforts. As online video, a subset of the larger display industry, continues to gain momentum, marketers are increasingly looking for video ad benchmarks to justify increased campaign budget and online video investment. Available only with eMarketer Total Access.

REPORT: Video in Ecommerce: Success Strategies Come into Focus
Ecommerce video has grown in the past year, with 73% of US retail sites now using video. However, merchants still have room for growth in scaling their programs and maximizing visibility. Continued experimentation?and improved analytics?will help.

What benefits do retailers derive from online video?

What types of clips are most effective at boosting sales and enhancing the digital retail experience?

How do retailers distribute video content?

What techniques do merchants use to maximize the visibility of their videos?

CASE STUDY: Subaru?s Mock Weather Forecast Videos Connect with Consumers
With the Spring 2011 launch of ?The World?s Worst Weatherman? campaign to promote the Subaru Symmetrical All-Wheel Drive system, automaker Subaru of America turned to online video to communicate its cars? weather-enduring benefits. Available only with eMarketer Total Access.

REPORT: 7 Trends for Video Advertising Engagement
The high cost of online video advertising forces marketers to make the most of their spending. That puts great focus on engagement?a broadly defined concept where marketers measure certain effects of the video ads and encourage the target audience to make fuller connections with the brand.

What are the primary metrics for measuring engagement?

Do the sites where a video campaign runs influence engagement?

What types of targeting best foster engagement?

How can sponsored video content create engagement?

How do consumer control, viral ads and social media work together to enhance engagement?

REPORT: The Video Viewing Audience: Trends for Marketers
Consumers? interest in watching video is growing exponentially, as is the number of screens and devices they use to access video content. But where and how people choose to watch video content affects their engagement level and whether a marketer?s message gets through.

How do viewers divide their time between TV, video and the internet?

Besides television, which devices are the most popular for watching video, and who is using them?

What are the most popular types of video?

On which screen is the audience most receptive to video advertising?

INTERVIEW: Why Best Buy Created an Ad-Supported Media Network for Its Video
Best Buy speaks with eMarketer?s Tobi Elkin about the role online video plays; why Best Buy chose to implement a media-based business model for its video content and programming rather than going down the syndication route taken by many retailers; and its evolving programming aspirations. Available only with eMarketer Total Access.

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Source: http://www.emarketer.com/blog/index.php/online-video-roundup/

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