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Industry researchers are continuing to produce more data that underscores the value of video advertising at a time when brands are increasingly eyeing video as an attractive channel for marketing.

Yet, deploying successful video campaigns isn’t always easy. That's why some vendors are rushing to differentiate their technology or platforms by providing new content creation tools.

A recent joint study by video marketplace UnRuly, The IPA Databank and marketing consultant Peter Field, found that video content that triggers positive emotional responses, such as amazement and exhilaration, can improve long-term business and brand outcomes, reports Marketing Interactive.

However, Field also found that videos that provoke negative emotions can drive favorable short-term results but can be detrimental over the long haul. With that in mind, he maintains that brands need to rethink their goals and strategies for marketing with videos.

At the same time, data shows that videos generate high levels of engagement. According to SocialMediaToday, LinkedIn users are twenty times more likely to share videos on the platform than other types of content and Pinterest users are nearly three times as likely to make purchases after viewing videos. It also reports that 87% of marketers use videos as a marketing tool and that 88% of marketers who use videos are satisfied with the return on investment.

The biggest names in technology, including Amazon Web Services (AWS), Microsoft Corp. and Google are aggressively seeking to capture business associated with video content and have been capturing new clients. Just recently, Pac-12 Networks announced it was turning to Amazon Web Services for machine learning technology, storage and digital media, reports SiliconAngel. Pac-12 Networks is the sports broadcasting arm of the Pac-12 Conference, which consists of 12 elite universities. Among other functions, the Pac-12 Networks will use AWS for production workflows-at-scale, live-to-video-on-demand content and over-the-top streaming.

SiliconAngle also reports that IBM’s artificial intelligence platform, Watson, is also being used for video production and management, with Fox recently turning to the technology to assist with coverage of the World Cup soccer tournament last year. Watson evaluated dates, teams, players and games to create the Ultimate World Cup Highlight Machine, a complete database of over 300 matches.

With growing demand for video content, platforms such as Vimeo are improving upon their services with hopes of capturing market share. Just recently, Vimeo announced that it has added an additional 1,100 videos to its content library. According to MarketingLand, paid Vimeo users can use the clips for no additional charge. Vimeo claims that the additional clips are worth $60,000. After launching its stock video library last year, the program’s inventory has grown to more than 1 million clips. Vimeo annual user fees range from $84 to $900.

ADOBE is also ramping up its video production services, reports ExtremeTech. The company recently launched technology that allows video editors to remove images from within videos in similar manner to using PhotoShop to alter still images. The technology’s algorithms fill in backgrounds that would otherwise have been covered by images that are removed. They do so by importing the background from other frames.

Other technology firms are touting their success with capturing clients, reports MarTech Series. The VERB Technology Company, for example, just announced a new relationship with the National Association of Health Underwriters (NAHU), a non-profit professional association that represents more than 1000,000 health insurance agents and other professionals. Among other features, VERB Technology enables organizations to gather data associated with video engagement, manage customer relationships and generate leads. NAHU will tap VERB’s video technology for campaigns this year that seek to capture new members, retain existing members and re-engage current members. NAHU will also use the technology for follow-up communications.


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