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Tremor Video teaches us how to turn 15 seconds into a minute

Stop Watch 487816_34631343The MMA Mobile CEO & CMO Summit in Hilton Head is wrapping up today with a presentation based on a new study called “Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units.”

The study is based on research conducted by Tremor Video with the help of Millward Brown. It identifies 5 key elements of a successful video advertisement. Tremor hopes that marketers will take their advice to heart and create more innovative video campaigns because right now most people are doing it all wrong.

Doron Wesly, Head of Market Strategy at Tremor Video says,

“The bulk of online video advertising today is simply repurposed television spots, yet the devices where consumers spend the most time are completely interactive with just a swipe or tap. We want to help marketers realize the opportunity in front of them: the potential for a consumer to spend nearly a minute with a 15 second ad.”

Shoot, Upload, Repeat: Vine adds loop counter and milestone markers

We haven’t talked about Vine in a while, but that’s mostly because those little, loopy videos have become so commonplace on social media. But even though the novelty has worn off, we’re still captivated by the artistry of a well-made Vine video.

Digital Insights says Vine has 40 million users and 5 Vines are Tweeted every second. The best Vines are sticky. We watch them over and over and over and now Vine is counting. Going forward, every Vine will have a Loop Counter which shows how many times the wheels on the bus have gone round and round.

YouTube teases new creator options at VidCon

VidConIf YouTube seems quiet today, it’s because 18,000 YouTube creators and fans are packed into the Anaheim Convention Center for VidCon!

Founders Hank and John Green call it an “industry conference and a great big party. We want people to make important business contacts to grow their companies and their careers, but we would prefer that they do it while dancing to a rock song about Doctor Who.”

How did I not know about this?

Though the event is open to people of all ages, there are enough young attendees that there’s even a FAQ response to inquires about reduced ticket prices for chaperones.

YouTube retires the inbox, download those saved messages now

Comment bubbleI think YouTube is one of the most underused, truly effective marketing tools, and communication inside YouTube is even more of a hidden gem.

How many of you read and responded to all of the YouTube comments you received this week? How many of you even received any comments? YouTube isn’t just a free parking space for your video content. It’s a vibrant community that needs to be nurtured and encouraged – kind of like Facebook used to be!

YouTube just released a new set of tools that will help you process the a large number of comments and messages. (Not getting many comments? Think of this as an aspirational tool because plenty of YouTubers need this to keep on top of their community.)

Facebook improves video ranking when you upload directly to the site

Facebook VideoFacebook says twice as many people are watching videos in their news feed compared to just six months ago. That’s quite an improvement and more video watchers means more people staying longer on the page – also a good thing. But Facebook is tired of being the middleman, handling videos the live on that other well-known social media site that is all video all the time. Facebook wants you to upload your videos directly to your Facebook pages and profiles and if you do that, you’ll get a reward – more news feed impressions.

As you know, the miniature librarians that run the Facebook stream, preview every piece of content and rate it on its value to each, individual member. They look at likes, comments and shares on other posts, compare that content to the current content then send the post in question on its way either down the “Share” chute or the “Nope” chute. Picture Willy Wonka’s factory but with posts instead of candy.

Size matters: 48 percent of tablet viewing time is spent watching long-form video

Browse Google and you’ll find article after article blaming MTV for the decrease in the American attention span. Instead of watching a single, 60 minute TV show, you’d see 15 to 20 pieces of content, each under 3 minutes. Don’t like what you see on screen? Hang on a minute and something new will take its place.

YouTube is like that, only you don’t have to wait for the video to end, just click, click, click and you can experience 10 programs in just a few minutes. But according to a the Q1 2014 Global Video Index from Ooyala, the attention span of your average video viewer is getting longer and longer.

ooyala Long-form video

YouTube to block indie labels that won’t sign: Bob’s Tank Army on standby

XL RecordingsThis is one of those stories that sounds so wrong that I thought it was a rumor blown out of portion . . . hard to say since most reports on the subject all lead back to one article from the Financial Times.

Basically, it goes like this. YouTube is about to launch a beta test of their new streaming music service which would compete with Spotify and Amazon’s new music service. In order to offer streaming music, record labels had to sign a licensing agreement but several indie labels say the agreement isn’t fair and have refused to sign.