Video marketing
MarTech is your source for video marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Customers are more responsive to video marketing than text, whichever channel it lives on. That poses a content creation challenge for marketers that has led to new tactics and technologies that make that easier and faster for creative teams. However, that has led to a quality chasm. On one end you have between premium video and at the other user-generated content. That makes the experiences generated on this channel incredibly diverse. Another challenge? The reliability of video metrics is still an ongoing debate.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Google Ads tests video asset option
The new 'Video' option in the Assets section signals a shift towards greater video integration in 2025.
Improving video to boost sales: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Tips and tools for using video to boost sales.
TikTok launches AI video generation tool for marketers
Symphony Creative Studio turns product descriptions or URLs into video clips.
Behind the scenes of Betterment’s B2B brand awareness campaign
How the fintech company is using pro athletes to establish itself with businesses and millennials as a trusted, long-term financial partner.
Google adtech antitrust trial: Everything you need to know
The antitrust trial over allegedly monopolistic practices in the $200 billion digital advertising industry could lead to huge changes for the tech giant and digital marketing.
Google Ads unveils advanced performance planner for YouTube campaigns
Google is also testing a new "Promotions" feature for App Campaigns that can create event-driven promotions tailored for mobile users.
Marketing artificial intelligence (AI)
Evaluating 7 AI video generators while waiting for OpenAI’s Sora
Get ahead in AI video creation by exploring top tools on the market while OpenAI’s Sora remains under wraps.
5 key trends we’re seeing in B2B marketing
These five trends are knocking traditional B2B marketing sideways. They're here to stay.
Amazon digital ad revenue up 20% in 2nd quarter
The company booked $12.77 billion in ad revenues for the quarter, thanks in part to adding advertising to Prime Video offerings.
Marketing artificial intelligence (AI)
Microsoft Ads releases AI-powered asset recommendations for video and display ads
Microsoft's AI-powered video ad recommendations speeds creative processes for marketers across display and streaming platforms.
B2B marketers say improving data quality is top priority
Companies using content syndication and programmatic were almost twice as likely to have had a significant revenue increase last year.
LinkedIn expands video ads, AI tools for B2B marketers
Company says it's a way to promote in-stream video ads alongside content from publishers and announces new Accelerate features.
Microsoft adds video and CTV ads (including Netflix inventory) to Advertising Editor
Company will start supporting video and connected TV ads in its Advertising Editor, including Netflix inventory across 10 countries.
Using video in email to engage customers and close deals
Video can be a simple way to make emails more engaging, convey information to customers and generate more conversions.
What is video advertising and why should marketers care?
The power of video advertising is proven but engagement metrics are complex and differ from platform to platform. Here's our guide.
YouTube adds new shopping features to increase seller revenue
The new features include the ability to curate product lists and quickly tagging videos across creators' entire library.
Current trends in marketing and data have deep roots
Macro-trends identified in the latest Winterberry Group Outlook presentation have roots in the recent past.
2024 Predictions: Social media’s evolution
Are consumers cooling to social media or are they willing to engage? Here’s where marketers will commit their efforts in the year ahead.
YouTube is deliberately ‘suboptimal’ for people using ad blockers
Ad blocker users may experience five-second delays in loading video pages, irrespective of their browser choice on YouTube.
User-generated content from Catch+Release fuels success for cybersecurity firm F5
App and API security vendor F5 finds success incorporating UGC sourced from a new kind of image and video library, Catch+Release.
How reducing your carbon footprint can save you money and increase ad impact
Crimtan's CTO explains what you can do to improve your marketing's efficiency while also aiding in the fight against climate change.
Marketing artificial intelligence (AI)
AI ad spending has skyrocketed this year
Advertisers spent $40.2 million through September 2023, nearly four times more than 2022 investments in the same period.
TikTok users have post-holiday shopping plans
TikTok users have big plans for after the holidays. Here’s what the video platform found out about its audience’s interest in post-holiday promotions.
HubSpot and TikTok announce lead gen CRM integration
The integration hopes to streamline lead generation via real-time synchronization between TikTok and HubSpot's Smart CRM.
PSA campaign gets impressive results from new adtech
New tech from GumGum over lays content on video for five seconds at a contextually appropriate moment.
New YouTube ad package helps brands capture cultural, sports moments
The AI-powered campaign type lets brands serve ads alongside 'the most relevant and engaging' video content on YouTube.
Google launches AI tool for YouTube ad optimization
Creative Guidance leverages AI to suggest actionable steps for enhancing video ad performance.
Gen Z teens are watching YouTube ads and recalling what they’ve seen
YouTube is now the number one platform for teens, with almost eight in 10 using it to stream video content.
Tim Parkin: Spotlight on the expert
Consultant and marketing coach Tim Parkin tells us about being a magician, a game developer and what problems marketers are looking to solve.
What is a video marketing channel and why you can’t afford to miss
Here's why you should embrace video, plus three proven strategies to stand out, build a brand and capture an audience.
Lowe’s and Yahoo team up for retail media partnership
Yahoo’s DSP and ConnectID will support off-site media experiences through Lowe’s One Roof Media Network.
Walmart launches Roblox metaverse experiences
Walmart Land and Walmart’s Universe of Play target core Roblox users ages 17 to 24.
New Taboola feature fights fake news on social media
The update helps publishers and manufacturers guide readers to reliable news sources.
Native video tops social media in brand awareness study
Participants gave native video ads a 59% favorable rating, compared to 50% for social.
Hootsuite joins TikTok’s Marketing Partner Program
Brands will be able to execute, optimize TikTok content at scale.
Aligning on a Guidepoint: Getting started with the Agile Marketing Navigator
The Guidepoint is the connective tissue that rolls upward and downward in the organization.
Optimization science: Technology and brain science can drive performance
Harness the full potential of your martech solution by triggering brain responses.
Casted adds firmographic data to its B2B video and podcast platform
Casted Insights aims to provide a holistic view of audiences rather than vanity metrics on content consumption.
Streaming chaos: Increasing number of services makes it harder for viewers to find the content they want
Unique program titles went from 646,000 in 2019 to 817,000 today.
Become a metaverse marketing maven
Find out where you can get smart with online training on immersive media for marketing.