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July 30, 2013
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Exploring the Landscape of Video Analytics
  • This IAB Special Report, brought to you by Adobe, looks at the landscape of video marketing and video analytics and explores how to get more from your video content by using the right tools for the job. LinkedInFacebookTwitterEmail this Story
A Closer Look at Video 
  • Emphasize video in a "post-social world," says Salesforce CMO
    In the "post-social world," where social and connected are expected as the default, "video is the enduring, long-lasting form factor of content," Salesforce Chief Marketing Officer Michael Lazerow says in this interview. "Pictures are worth a thousand words, and video is worth a million words. You can say more in six seconds on Vine than you could say in 140 characters or a blog post many times," he says. Adweek (7/21) LinkedInFacebookTwitterEmail this Story
  • Why video is a must for your company website
    Small businesses have many incentives to add video to their websites, including video's improving search rankings and the greater likelihood that a video will be shared versus other types of content, writes John Follis. Statistics also show senior executives prefer watching a video to reading text, and people are more likely to make a purchase and be confident about it after watching a video. Small Business Trends (7/16) LinkedInFacebookTwitterEmail this Story
Putting Data to Work 
  • Honda uses Vine for personalized ads
    Honda is using Twitter's Vine to deliver personalized video responses to tweets from customers who use the #wantnewcar hashtag, and it is creating cable TV, print and digital spots that play off of the tweets, including one from actor Neil Patrick Harris. The spots will run on broadcast and cable, and print executions will run in major magazines and newspapers. MediaPost Communications/Marketing Daily (7/15) LinkedInFacebookTwitterEmail this Story
The Results 
  • What's your biggest challenge with video analytics?
    Connecting the data we collect to strategic goals  29.27%
    Knowing what data we should be collecting  25.20%
    Understanding the mechanics of data collection and analysis  23.58%
    Keeping up with the latest trends and technologies  21.95%
  • How robust is your data analytics program for video marketing?
    Poor or nonexistent -- we don't collect or analyze much data  48.89%
    So-so -- we collect some data, but we're not quite sure what to make of it  31.11%
    Very -- we know exactly how our audience is interacting with our videos  20.00%
Getting More From Your Video Content 
The Right Tools For The Job 
  • Opinion: Instagram video could help Facebook turn down the volume
    Vine has already shown that short videos can be an effective ad format, and Instagram's video clips could allow brands to combine that power with Facebook's trove of user data, writes University of Oregon student Kaitlyn Chock. Just as importantly, branded Instagram videos would be less jarring and intrusive than Sponsored Stories, Chock writes. By "inserting branded content more subtly through Instagram video, users may be less likely to realize that they are looking at ads," she writes. SmartBrief/SmartBlog on Social Media (7/22) LinkedInFacebookTwitterEmail this Story

Product announcements appearing in SmartBrief are paid advertisements and do not reflect actual IAB endorsements. The news reported in SmartBrief does not necessarily reflect the official position of IAB.
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