• The Dove Effect
    Last week, I proclaimed April to be the month of Dove. I wrote about how the brand had released a stunt video about female beauty standards every April for the last three years and how those stunts drove debate and conversation, which, in turn, generated viewership. This month we're seen three great examples of female empowerment campaigns that address body image and beauty issues, paying homage to Dove's legacy while pushing the genre forward. And, let's be clear: Female empowerment has moved from a trend to a genre unto itself.
  • Mobile Video Viewing Varies Widely by Age -- Brands Must Target
    In the digital video business, it's somewhat of a given that smart marketers need to develop mobile video ad strategies as consumers shift to mobile consumption. However, brands would be wise to remember that many of the viewers on the mobile video vanguard are younger demos. That might sound obvious. Even so, it's important for brands to understand the specific demographics of video consumption on mobile phones so they don't make wholesale ad shifts that might not be demographically necessary.
  • April Is The Month Of Dove
    For the last three Aprils, Dove has launched a stunt-based video campaign about women's beauty issues -- with great success. In 2013, the brand had a huge hit with "Real Beauty Sketches," which generated 146 million views. In 2014, the brand released the much more controversial "Patches," which garnered 58.8 million views. And on April 6 of this year, Dove released its latest stunt campaign, "#ChooseBeautiful."
  • Connected-TV Growth On Rise, Fueled By Network Apps
    Consumer use of connected TVs is continuing to grow quickly. More than 22 million so-called smart TVs are now in broadband homes, a big jump from 13 million a year ago. That finding comes from an NPD Group report on the connected-device TV market. The study also found that these kind of connected TVs are now more popular than Blu-ray disc players, which are in about 20 million homes.
  • Mobile Video Gets Better For Advertisers With MRAID+VPAID
    Mobile video advertising is growing more rapidly than any other digital ad format. And yet advertisers running mobile video ad campaigns are increasingly frustrated by the lack of available scale and reach, as well as the frequent technical and reporting headaches that often beset otherwise great mobile ad executions. The good news is that help is on the way. Recently the IAB released the final draft of the new MRAID Video Addendum, better known as "MRAID+VPAID."
  • Why Brands Should Have Fun On April Fools' Day
    Video has proven to be a highly effective medium for brands' April Fools' Day pranks, especially since it's one consumers like to share. This year we saw a few trends emerge among the content.
  • VOD Hits 40% Of Homes
    Your kids don't watch TV the way you do. But then again, you probably don't watch TV the way you did a few years ago. Consumption habits are rapidly changing for nearly all age groups. Over-the-top video viewing is skyrocketing in usage. About two of every five homes in the United States used a subscription video-on-demand service like Netflix in the fourth quarter, Nielsen said. In fact, a new study from the research giant also found that 36% of U.S. homes used over-the-top service from Netflix alone in November.
  • Mobile Video Ads: Supply Skyrocketing, But Where's Demand?
    Recent research by eMarketer shows mobile video ad spend is on the rise, up 119% in 2014 alone, with growth projected to outperform desktop video ads for the next five years. Still, this marketplace faces some surprising headwinds. Contrary to desktop video, premium mobile supply currently far outstrips demand.
  • What Does The MRAID Video Addendum Mean for VPAID?
    Today the IAB announced support for a Video Addendum to MRAID. Since MRAID is technically a rich-media standard rather than a video standard, and since the VPAID video standard already exists, many people may find this move confusing. So let's clear up the confusion and try to understand how the two standards fit together.
  • Why Isn't YouTube Getting More TV Dollars?
    I was recently invited to sit on a Google agency panel designed to solicit my perspective - as a cross-channel video media buyer - on what obstacles remained for the company's YouTube product to unlock the large-scale television dollars that have eluded it thus far. The good news is that with predictions of a shaky TV upfront market, given weak Q1 scatter pricing and the continued erosion of network and cable ratings, now may be the best time in a generation for disrupting the TV upfront process and making bold moves to steal away brand dollars from the traditional broadcast ...
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