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Storytelling was the theme of the creative meeting of Soda.tv. team. EF International Language Services is a language school which chronicles the experiences of living a language. Their campaign ¨Live the language¨ makes the culture where you are, the environment and the experiences unique, we share with you the experience of Barcelona

Adform has done this graphic showing the growth of video marketing. The data shows interesting facts like the estimated market size of about 2.6 billion pounds. If we placed one pound after another, it would be possible to travel around the world 1.6 million times. Enjoy other interesting data in this infographic.

Source: Marketing Directo

The In-Stream Video Marketing represents a huge opportunity for advertisers. In fact, one of the fastest growing segments of online advertising. Throughout the world, there are about 200 billion online videos being watched every month, which reaches a worldwide audience of 1,200 million people, according to comScore.

MediaMind published a study of interesting data that certify the good performance of In-Stream video for advertisers in terms of measuring clicks and brand. Among them:

- It is 200 times more likely that a user clicks on an In-Stream ad than on a standard banner. The average click rate (CTR) for standard banners is 0.009%, while the CTR for In-Stream Video stands at 1.74%.
- 73% of video In-Stream ads are reproduced to the end and include pre-rolls and mid-rolls, the In-Stream ads that appear before and in the middle of a video content, respectively.
- The video ads work particularly well for advertisers looking for brand awareness. Video is a great ally of branded content. Campaigns for massive comsuption and financial services are those that benefit most from this format.
- Online video ads designed specifically for the Internet last approx. 90 seconds. In fact, these ads online work better than repurposed shorter TV commercials.
- Break Media released a study stating that 63% of advertisers plan to use the In-Stream Video in 2012 and 31% of advertisers said that the pre-roll ad format is preferred.
- Between 2011 and 2016, the video ad spending will rise from 2,000 to 5,400 million dollars, according to an estimate by Forrester. The research firm attributed this increase to factors such as growth in the availability of video content quality and effectivity for the brand, the proliferation of devices with facilities for video and arrival at the ripe age of young consumers and supporters Internet.

Source: MediaMind, Dnovae

Publishers are finding that building audiences for video marketing large enough to capture real ad growth is harder than it seems.

There is cause for excitement. Online video “represents the most explosive growth area in the digital space in the next three years,” said David Cohen, chief media officer at Universal McCann. EMarketer predicts that the space will grow more than 40% annually for the next three years, before leveling off to a still-robust 20%.

But booms are never evenly distributed. The online-video market was about $1.8 billion last year, with half of that going to just two players: Hulu (about $300 million) and YouTube (about $600 million), according to Brian Wieser, an analyst at Pivotal Research Group. Mr. Wieser’s estimate does not include video that plays within banner ads.

“While our figure remains ahead of the television industry, growth outside Hulu and YouTube seems to be far from exploding,” Mr. Wieser said in a recent research note.

Most of the advertising growth in online video marketing will happen because it steals chunks of the $70 billion spent on TV in the U.S. But simply producing high-quality video doesn’t automatically attract vast sums of TV dollars. Those dollars also want TV-like scale, and not many players have both: mainly YouTube and Hulu.

“In the last six years, which is how long we’ve been at this, we have always invested in video, but we’ve struggled to really grow streams on our own platforms,” said Kimberly Lau, VP-business development and partnership relations at Hearst Magazines Digital Media, which just introduced its second YouTube channel under the video giant’s premium-content initiative.

But publishers would rather see their own sites accumulate big audiences, which would let them keep complete control as well as all the ad revenue.

“Ultimately, I believe we will be able to do more video streams on our own owned-and-operated sites,” Ms. Lau said. “But the fact is that YouTube has an audience, it’s were young people watch videos.”

Where YouTube has scale that individual publishers do not, Hulu has a large supply of TV content—making it a comfort zone for marketers and media buyers accustomed to TV advertising.

In March, Hulu had 1.75 billion video-ad impressions, a 39% year-over-year increase, according to ComScore data. Some players saw even more dramatic growth rates, though from much smaller bases.

Many publishers have a chicken-and-egg problem as they vie with these challenges: They’re unable or reluctant to sink big investments into video series until they know they can recoup their costs, but brands will be reluctant to move dollars out of TV until digital video has quality content and significant audiences.

“The big win is turning TV dollars into online video, but that’s only going to happen if you can provide the benefits that TV does — and that is scale and quality,” said Ben Winkler, chief digital officer at OMD.

It remains to be seen how many publishers can pull that off and how many will largely rely on ad networks or other partners for their video ads — a less profitable future than the splashy digital-upfront pitches suggest.

“Scale plays a huge role in the video space, and it’s hard for publishers to develop it directly,” said Ran Harnevo, senior VP-video at AOL. “Eventually I think we’ll see five to seven publishers that make it independently, much like TV”.

Source: Ad Age Digital

This Frifast was an opportunity to gather the team to share and comment our latest works. We share with you all our new work through our website Soda.tv

We also used the occasion to watch Recurso a work of Xabier Larrondo, that tells the consequences of a bad script.

The incorporation of new technologies to today’s business world provides multichannel marketing, ie, that which is conjugated by advertising communication strategies within the marketing video that highlights digital video as the favorite format due to the creativity, innovation and interactivity it offers.

Thus, the constant combination of online and offline platforms, offers the possibility to provide a comprehensive service, which requires the experience of professionals to achieve a satisfactory ROI to improve the positioning of companies and profits.

The multichannel marketing , along with TransPromo communications, have demonstrated effectiveness in communication. Also increase the audience, and sales levels. With the rise of new media such as tablets and smartphones, multi-format has also proved to be a guarantee of this success.