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.
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YouTube to double down on Shorts in 2022
YouTube's roadmap for this year includes enhancements to Shorts and more robust shopping experience features.
10 top retail sector video ads of 2021
There are some reversible, pandemic-related wins but at least one trend that may be long-term. Think TikTok.
Data shows marketers investing more in video in 2022
Over half of marketers are upping their video budget by 5% or more, Wistia found, meeting growing video consumption demands.
Comscore launches new cross-platform measurement solution
Comscore Everywhere will provide deduplicated insights into media consumption across channels.
OpenAP unveils cross-platform management framework
Open AP is piloting holistic campaign measurement across multiple linear and streaming TV channels.
Instagram adds text-to-speech to Reels experience
New features follow short-form video trends on social.
Doubling video ad revenue with AdOps: Monday’s daily brief
Plus, Snap ad biz impacted by iOS updates
How Jagran New Media doubled video ad revenue with a managed AdOps service
India’s leading publishing house used a managed video ad operations service to take control of their video ad inventory.
Neuroscience: Video makes people happier than text
Study finds video messages can help break the overall negative mood of business inboxes.
How Vevo used original content and nostalgia to bridge the pandemic video shortfall
On the 40th anniversary of MTV's debut, we learn how Vevo reaches a global audience with performances and nostalgia as well as new music videos.
How Weber put their customers in the spotlight by scaling user-generated video
Weber worked with high-end consumer video platform Teester to create authentic branded messaging and leverage user-generated videos at scale.
YouTube to show ads on non-monetized videos: Monday’s daily brief
Plus, do you miss your old office?
Voice, video, Shopping Graph: A marketer’s guide to Google I/O announcements
Also, improvements to in-app deep linking capabilities.
5 ways videos can help businesses generate more revenue
Grab your audience’s attention and keep them engaged with your brand.