Digital Advertising, Digital Video marches on as Traditional Media doesn't. Sea Change.

Not that it will come as any great surprise, but according to Business Insider, Digital Advertising is to continue its march - and change the face of Advertising/Media.

Mobile will show fastest growth +25%, Video Advertising will overtake Search (Yipee!) +22%, Social Media will grow +14% and of course Programmatic Buying will rise.

BUT, wait for it...... Traditional Media will remain flat until 2020. And that makes perfect sense because Digital delivers guaranteed Results, Traditional is 'hit and miss'.

There can be little doubt that Traditional Media is dying. And the practitioners of it, notably those who've been rubbishing Digital, will go with it.

A Sea Change. At last. 

Streamabout creates video and places it. Just a by the way......

5 ways to use video better online.

'Video is eating the media world'. So says NewsWhip.

According to Pew Research quoted in their story, 63% of Americans watch online video and 36% of those, watch news video clearly driven by smartphone usage.

They suggest (and I agree) five ways to use video.

Firstly, Facebook. If you have a lot of fans, Facebook can be your TV Channel. I note in Ireland for example, Radio Station FM104 have over 200,000 likes and so a video placed there, reaches a big audience immediately and a potentially huge audience if some of those share again. 

Remember too, that those "likes" are potent because they already "like" what you're doing.

Secondly, use short clips to draw attention to long clips.

Not a bad idea either, as video viewers always look at video length first so if you make a shorter version, they'll be more disposed to view that first. So it's almost a "preview".

Thirdly, explain things using video. In other words, simple video can demonstrate how things work (like a graphic) which illuminates a story. Interesting but a bit of a fringe idea.

Fourthly, Twitter 'video cards' allow videos to be played in a timeline and draw attention to the video. And using Twitter as a strong video teaser is a good idea.

Lastly, they also point to Vine and Instagram. Although limited in length, they work on those platforms quickly so the user can be enthused even with very short clips.

I think overall, they're looking to ways in which video can be promoted. A really important issue that's often overlooked. Creation of content is only one side of the equation, distribution is the important other.

Get a video company that can help you with both.
Streamabout. So there.

Online Digital Video. You've made it, now what do you do with it?

There's a point about online video.
Once you've made it, what do you do with it?

According to Ad Age, General Electric put a video out online featuring Jeff Goldblum and within 24 hours, had 700,000 views (2 million today). Not bad, given that not a penny was spent on media promotion of it.

Notable too, is that it is over 2 minutes long (so none of your traditional 30 second messages) and the light bulb, sold out.

This is the exception though and not the rule. You can sit down and pray that things like that happen or you can help make it happen.

Creation of content is one part of the equation, distribution, another almost as vital.

Perhaps put in on YouTube's 'Trueview' Ads or Facebook's new auto-play video ads but perhaps too, place it on traditional online media such as news sites.

Paid for syndication or media buying, gets the video out there but it has to be good in the first instance, to get engagement and notably, sharing. 

However, the combination of both, creation and distribution, can be a lethally effective piece of marketing. You shouldn't have one without the other or at least, a clear understanding as to where the video is appearing.

Consider too, that in targeting different audiences, you may even cut/edit the video story differently to suit better, the audience watching it on different sites. One size doesn't always, fit all.

One thing for sure though. If you don't have an online video....you've no chance.

And Streamabout.com helps you do BOTH.

As online video advertising explodes, Twitter is making NO money from it. Are you?

It's a real issue for Twitter but it's also an issue for a lot of online publishers - monetising Video, which is the biggest growth in advertising inventory.

When you share video on your site, exactly as Twitter allows you to do, those videos need to contain some form of advertising in order for the site owner to make money. If you control the video, you control the advertising. But if you don't control it, because you're linking it, you get nothing. Nada.

Whether it's a sponsored sting, or a sponsored mention in-video or a pre-roll....whatever, but if you're embedding someone else's video (like YouTube or Vimeo) you're giving them the Ad money instead. And it's so easily fixed.

When you think of the huge Twitter video sharing audience every day, it's pretty shocking that they are not making any money from it. And particularly after their IPO where they need to start reversing losses and turn profits. 

Cisco forecasts that the video audience will grow to over 13 billion views by 2016 - we know it's huge - and that's a lot of eyeballs, a lot of advertising.

Video advertising is probably becoming the key way to generate Ad money and yet Twitter and publishers, aren't doing it? They hand that money to YouTube - so Twitter is generating cash for YouTube. Mad?

Vine, which Twitter owns, doesn't sell advertising so there's no way Twitter can make money on the explosion of Video. Equally too, online publishers who are linking to video sharing sites, such as YouTube, are doing the same - handing over advertising dollars, pounds and euros to someone else who is monetising that audience in turn.

The cost of hosting video and having your own player is tiny. Not only that, but there are deals out there to allow you to provide a player for free and split the revenue. If Twitter did that today, it would generate millions in advertising, today. 

Equally any online publishers, starved for cash, can do the same. By uploading their own video, rather than linking it, they can turn those viewers into advertising money. Perhaps develop sponsored video sections nevermind pure in-video advertising. Advertisers want it too.

A publisher should be putting up all Video it can and there's enough brand/corporate/PR video out there to do so now. In fact, those PR/Brand companies WANT it seen so they provide it for free.

It's an easy trick, easy to fix that even Twitter is missing. 
Are you?