Video Marketing Archives

$\"\"$ AMA Event Policies<\/a><\/h4>\n","post_title":"Mastering Short-Form Video Content","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mastering-short-form-video","to_ping":"","pinged":"","post_modified":"2024-10-07 12:12:18","post_modified_gmt":"2024-10-07 17:12:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=169751","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":163105,"post_author":"168509","post_date":"2024-07-18 14:18:43","post_date_gmt":"2024-07-18 19:18:43","post_content":"\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-video-production-from-beginning-to-end\">Video Production From Beginning to End<\/h2>\n\n\n\n<p>We all know attention spans grow shorter and more brands are competing for it. But when it comes to learning about products and services (or just being entertained) consumers tend to prefer videos to text. The <strong>average person spends 1-3 hours every day watching videos<\/strong> - on social media and beyond.<\/p>\n\n\n\n<p>But how do you go about building a plan and executing a consistent set of quality videos? Join our <strong>6-week online social media video master session<\/strong> to learn skills and strategies you need to thrive in a digital landscape dominated by video content. <\/p>\n\n\n\n<p>With hands-on and detailed instruction covering the entire video production lifecycle, you will create your own video strategy and content, as well as get guidance from your instructor, ensuring you\u2019re battle-ready for the new era of social media.<\/p>\n\n\n\n<p class=\"has-small-font-size\"><em>Please Note: A few different softwares will be touched upon (both free and paid options), but a little more time will be spent on walking through CapCut which has free access. No access to any paid software will be provided, but participants will be able to utilize whatever software they have to complete activities.<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-white-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-what-to-expect\">What to Expect<\/h2>\n\n\n\n<p>This cohort-style Bootcamp is the perfect mix of live instruction and self-paced learning. The <strong>six-week program<\/strong> lets you focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you\u2019ll have equally motivated peers alongside the whole way to help share new ideas and push through challenges.<\/p>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\">\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//04//Cohort-Learning_Woman-at-Computer_620x466.png/" alt=\"\" class=\"wp-image-121344\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-weekly-assignments\">Weekly Assignments<\/h3>\n\n\n\n<p>Each Wednesday, you'll be given online assignments to complete and discuss with fellow learners. These assignments will prepare you for the live sessions so you can make the most of your time with the instructor and peer collaboration.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column\">\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//04//Cohort-Learning_Zoom-Screen_620x466.png/" alt=\"\" class=\"wp-image-121345\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-live-classes\">4 Live Classes<\/h3>\n\n\n\n<p>Your instructor leads the live sessions where you will discuss the online assignments, ask questions and learn about trending topics. The live sessions will occur on <strong>October 9, October 23, November 6<\/strong> and <strong>November 20<\/strong>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-who-will-benefit\">Who Will Benefit?<\/h2>\n<\/div>\n<\/div>\n\n\n\n<p>This course is for digital marketers who are (or want to be) focused mostly on social media, as this is where videos will have the highest impact on an organization\u2019s goals. <\/p>\n\n\n\n<p>Whether you\u2019ve never created a single video, or you\u2019re already shooting some basic ones for social, this course will be a serious level-up to video mastery.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<p class=\"has-text-align-center has-white-color has-blue-900-background-color has-text-color has-background\">Did you miss out on this session? <a href=https://www.ama.org/"https:////www.ama.org//events//bootcamp//video-production-bootcamp-from-concept-to-creation///">We'll be running this cohort again in March 2025<\/a><\/p>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"June-key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Develop a comprehensive video strategy for social media platforms<\/li>\n\n\n\n<li>Master the fundamentals of video planning and pre-production<\/li>\n\n\n\n<li>Learn essential video shooting techniques for social media<\/li>\n\n\n\n<li>Acquire video editing skills using popular, inexpensive tools<\/li>\n\n\n\n<li>Create effective video ads for social media platforms<\/li>\n\n\n\n<li>Gain proficiency in measuring and reporting video performance<\/li>\n\n\n\n<li>Adapt video strategies to different social media platforms and audience needs<\/li>\n<\/ul>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image alignleft size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//03//Certificate-Bundle-Icon-Option-1.png?w=1000\%22 alt=\"\" class=\"wp-image-116635\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p class=\"has-text-align-left\">Prove your new skills! When you finish this program, you'll get a <strong>certificate of completion<\/strong> to show your current boss and future employers your commitment to keeping your knowledge up-to-date.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><a href=https://www.ama.org/"https:////www.ama.org//how-to-maintain-your-professional-certified-marketer-pcm-certification-and-record-ceus///"> $\"\"$ JM Insights in the Classroom<\/a><\/h3>\n\n\n\n<h2><strong>Teaching Insights<\/strong><\/h2>\n\n\n\n<p>Based on a <em>JM<\/em> study, this presentation summarizes six critical drivers of shares and virality of YouTube video ads.<\/p>\n\n\n\n<iframe src=https://www.ama.org/"////www.slideshare.net//slideshow//embed_code//key//eNJkZKaa6cdKl/" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen=\"\"> <\/iframe> <div style=\"margin-bottom:5px\"> <strong> <a href=https://www.ama.org/"////www.slideshare.net//AMA-Journals//what-drives-virality-sharing-of-online-digital-content-the-critical-role-of-information-emotion-and-brand-prominence/" title=\"What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence\" target=\"_blank\" rel=\"noopener\">What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence<\/a> <\/strong> from <strong><a href=https://www.ama.org/"https:////www.slideshare.net//AMA-Journals/" target=\"_blank\" rel=\"noopener\">American Marketing Association | Journals<\/a><\/strong> <\/div>\n\n\n\n\n\n<p><strong>Related Marketing Courses<\/strong>: \u200b<br><a href=https://www.ama.org/"https:////www.ama.org//digital-marketing-courses///">Digital Marketing<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//marketing-communications-courses///">Marketing Communications<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//social-media-marketing-courses///">Social Media Marketing<\/a><\/p>\n\n\n\n<p><strong>Full Citation<\/strong>: \u200b<br>Tellis, Gerard J., Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang (2019), \u201c<a rel=\"noreferrer noopener\" href=https://www.ama.org/"https:////doi.org//10.1177//0022242919841034/" target=\"_blank\">What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence<\/a>,\u201d <em>Journal of Marketing<\/em>, 83 (4), 1\u201320.<\/p>\n\n\n\n<p><strong>Article Abstract<\/strong>: <br>The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions and over 60 ad characteristics. The results are consistent with theory and robust across studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive emotions of amusement, excitement, inspiration, and warmth positively affect sharing. Various drama elements such as surprise, plot, and characters, including babies, animals, and celebrities arouse emotions. Prominent (early vs. late, long vs. short duration, persistent vs. pulsing) placement of brand names hurts sharing. Emotional ads are shared more on general platforms (Facebook, Google+, Twitter) than on LinkedIn, and the reverse holds for informational ads. Sharing is also greatest when ad length is moderate (1.2 to 1.7 minutes). Contrary to these findings, ads use information more than emotions, celebrities more than babies or animals, prominent brand placement, little surprise, and very short or very long ads. A third study shows that the identified drivers predict sharing accurately in an entirely independent sample.<\/p>\n\n\n\n<p>Special thanks to <a rel=\"noreferrer noopener\" href=https://www.ama.org/"https:////www.kelleywight.com///" target=\"_blank\">Kelley Gullo<\/a> and <a rel=\"noreferrer noopener\" href=https://www.ama.org/"https:////holly-howe.com///" target=\"_blank\">Holly Howe<\/a>, Ph.D. candidates at Duke University, for their support in working with authors on submissions to this program. <\/p>\n\n\n\n<p><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-insights-in-the-classroom///">Search other Insights in the Classroom\u200b<\/a><\/p>\n\n\n\n<p><a href=https://www.ama.org/"https:////www.ama.org//2019//06//07//the-hidden-secrets-of-creating-a-viral-youtube-ad///" target=\"_blank\" rel=\"noreferrer noopener\">Read a managerial summary of this paper<\/a><\/p>\n\n\n\n<p>More from the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///">Journal of Marketing\u200b<\/a>\u200b\u200b\u200b\u200b\u200b\u200b <\/em><\/p>\n","post_title":"What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence","post_excerpt":"Based on a published JM paper, this presentation summarizes six critical drivers of shares and virality of YouTube video ads","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"what-drives-virality-sharing-of-online-digital-content-the-critical-role-of-information-emotion-and-brand-prominence","to_ping":"","pinged":"","post_modified":"2024-01-08 14:51:40","post_modified_gmt":"2024-01-08 20:51:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=61296","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":60542,"post_author":"220","post_date":"2020-06-04 06:30:00","post_date_gmt":"2020-06-04 06:30:00","post_content":"\n<p>In video ads, products cannot be shown at their actual physical sizes. When no explicit size information or point of reference is provided, product size may be unclear to consumers. Given the potential ambiguity and the importance of size assessment in consumer preference formation, it is highly beneficial for marketers to know what visual cues consumers might use to infer the physical size of a product shown in video ads. A new <em>Journal of Marketing<\/em> study seeks to shed light on this important issue.<\/p>\n\n\n\n<p>Video advertising often involves dynamic presentations of products that are displayed to move in a lively fashion, similar to how animals move. For instance, an audio speaker can be animated to flash in, bounce, turn around, or spin actively in video ads although it cannot move spontaneously in reality. In this case, the overall animated movement pattern may look similar to various movements insects or birds perform in the air, fishes perform in the water, dancers perform on the stage, or superheroes perform in movies. As another example, when a Swiss Army knife is animated to unfold its moveable parts (e.g., blade and corkscrew) or transform its shape, these movements may also to some extent resemble the way animals move their body parts. When creating video ads, graphic designers can animate products to move either faster or slower. We conducted a series of experiments to examine whether and how the animated movement speed of a product (e.g., the speed at which a product is animated to rotate, vibrate, or bounce as a whole, move its parts, or transform its shape) displayed in video ads can influence consumers\u2019 size assessment of the product.<\/p>\n\n\n\n<p>We found a speed-based scaling effect, meaning that consumers estimate the size of a product to be smaller when the product is animated to move faster in video ads. In addition, consumers are more inclined to base product size assessment on animated movement speed when they are less familiar with the focal product category. Moreover, a product\u2019s animated movement speed is more likely to color product size assessment for consumers who perceive the product\u2019s animated movement pattern as more similar to animals\u2019 movement patterns.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//06//linkedin-In-Stream_Tall___figure1speedup.png/" alt=\"\" class=\"wp-image-60585\"\/><\/figure>\n\n\n\n<p>Our findings offer important implications for marketers, graphic designers, and online advertisers. For products for which a small size is preferred by consumers due to considerations of portability or storage constraint (e.g., mobile devices), practitioners can animate products\u2019 movements to be fast in video ads to communicate a small product size. In contrast, for edible products (e.g., food and drinks) and household products (e.g., detergents), consumers generally consider large product size desirable. Practitioners should avoid fast animated movements for these products in video ads if they adopt a value-based positioning (i.e., a larger quantity for the same price).<\/p>\n\n\n\n<p>To leverage the speed-based scaling effect, practitioners can animate a product to move in a fashion similar to animals\u2019 movement patterns at the video ad creation stage. Practitioners can also direct consumers\u2019 attention to animals that remind consumers of the inverse relationship between movement speed and physical size; for instance, by showing a bird flying around the focal product that is animated. Furthermore, online advertisers could try to identify and target consumers who are less familiar with the focal product category through tracking their prior purchase or browsing histories, given that these consumers are more likely to base product size assessment on animated movement speed.<\/p>\n\n\n\n<p>In the contemporary digital era, consumers are constantly exposed to product videos from pop-up ads and banners when they browse online, from in-stream ads when they stream music and movies, from in-app ads when they play games on their smart devices, and from large LED signs when they are in commercial districts or inside shopping malls. When creating video ads, practitioners should be aware of the general negative relationship between animated movement speed and size assessment. Guided by this principle, they can determine the ideal animated movement speeds for their products through speed calibration tests tailored to their products\u2019 natures and marketing communication objectives.<\/p>\n\n\n\n<p><a href=https://www.ama.org/"https:////doi.org//10.1177%2F0022242920925054/" target=\"_blank\" rel=\"noreferrer noopener\">Read the full article<\/a>.<\/p>\n\n\n\n<p><a href=https://www.ama.org/"https:////www.ama.org//2020//06//10//speed-up-size-down-how-animated-movement-speed-in-product-videos-influences-size-assessment-and-product-evaluation///" target=\"_blank\" rel=\"noreferrer noopener\">Read the authors\u2019 slides for sharing this material in your classroom.<\/a><\/p>\n\n\n\n<p><strong>From:<\/strong> He (Michael) Jia, B. Kyu Kim, and Lin Ge, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177%2F0022242920925054/" target=\"_blank\" rel=\"noreferrer noopener\">Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation<\/a>,\u201d <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n","post_title":"How Animation Affects Consumers' Perception of Product Size","post_excerpt":"When product animations move faster in video ads, consumers perceive the products to be smaller.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-animation-affects-consumers-perception-of-product-size","to_ping":"","pinged":"","post_modified":"2024-01-08 14:52:15","post_modified_gmt":"2024-01-08 20:52:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=60542","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":62616,"post_author":"95470","post_date":"2020-07-06 21:44:27","post_date_gmt":"2020-07-06 21:44:27","post_content":"\n<h2>How DIY video can help marketers connect with audiences from home<\/h2>\n\n\n\n<p>Screens dominate daily pandemic life, which means video has become one of the most reliable ways for brands to reach audiences. COVID-19 has encouraged marketers to find flexible and cost-effective ways to produce DIY videos for promotion, content and sales. In fact, video production house Wyzowl found that <a href=https://www.ama.org/"https:////www.wyzowl.com//coronavirus-marketing-statistics///" target=\"_blank\" rel=\"noreferrer noopener\">budgets for videos have increased 31%<\/a> since quarantine first began in the U.S.<\/p>\n\n\n\n<p>But the impact of video was evident even before the pandemic: Wyzowl also discovered that <a href=https://www.ama.org/"https:////www.smartinsights.com//digital-marketing-platforms//video-marketing//video-marketing-statistics-to-know///" target=\"_blank\" rel=\"noreferrer noopener\">92% of marketers cite video as an important part of their marketing strategy<\/a>, with 80% of video marketers attributing the format to increased sales, while 87% say video has increased traffic to their website. They also report that consumers are twice as likely to share videos with friends than any other type of content.<\/p>\n\n\n\n<p>\u201cYou can use videos to do anything you want,\u201d says Carl Kwan, owner of the video marketing agency <a href=https://www.ama.org/"https:////kwanmultimedia.com///" target=\"_blank\" rel=\"noreferrer noopener\">Kwan Multimedia<\/a>. \u201cBut unless you have a specific goal, you\u2019re just doing a shotgun approach, which never really works.\u201d<\/p>\n\n\n\n<p>The creation of videos does not count as a strategy in and of itself. Here are ways that video can enable your marketing goals and tips for producing DIY content from home.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//08//cover-story-FRAMING.jpg/" alt=\"illustration of fingers holding up frame\" class=\"wp-image-65690\" width=\"276\" height=\"276\"\/><\/figure><\/div>\n\n\n\n<h3>1. Types of Video<\/h3>\n\n\n\n<p>Before hitting record, determine what your goal is for the video. Your choice has implications on topic, editing and where it\u2019s posted.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><em>Need help to make your virtual meeting more reliable? <\/em><br><em>Check out <a rel=\"noreferrer noopener\" href=https://www.ama.org/"https:////www.siddchopra.com//project//lookwiser-guide-to-virtual-meetings/" target=\"_blank\">LookWiser's guide <\/a>to designing, presenting and participating in virtual meetings<\/em>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Direct Marketing<\/strong><\/p>\n\n\n\n<p>Ivana Taylor, publisher of <a href=https://www.ama.org/"https:////diymarketers.com///" target=\"_blank\" rel=\"noreferrer noopener\">DIYMarketers.com<\/a>, likens direct marketing pieces to having a conversation with your customers\u2014except that it\u2019s not happening in real time. Direct marketing videos should address frequently asked questions about your product or service in a way that replicates an in-person chat.<\/p>\n\n\n\n<p>A video version of a buyer\u2019s guide is a great direct marketing opportunity. It allows your brand to draw comparisons between your products and what your competitors offer, and such videos typically enjoy a longer shelf life. The content also lends itself to charts and other visual aids to break up the video.<\/p>\n\n\n\n<p>Prioritize posting direct marketing videos to YouTube. The platform is owned by Google and functions as a search engine, which means your videos will be much easier to find.<\/p>\n\n\n\n<p>If you\u2019re producing videos designed to increase customer sales, aim for an \u201c80% video\u201d\u2014hold back about 20% of the information to encourage potential customers to reach out for more.<\/p>\n\n\n\n<p><strong>Content Marketing<\/strong><\/p>\n\n\n\n<p>Content marketing on video can take the form of how-to videos, thought leadership, corporate culture pieces, case studies or product reviews.<\/p>\n\n\n\n<p>The best content marketing strategies require an audit of what competitors are doing in the space. \u201cThe key with content marketing is [that it involves] constant comparison and improvement,\u201d Taylor says. Deconstruct compelling video, explore what your competitors aren\u2019t doing and refine previously scattershot efforts. <\/p>\n\n\n\n<p>Taylor says marketers will often supplement video content with written pieces, or vice versa. You should also think of your video content as you would an article, with a clear intro and divisions between sections. Viewers will more immediately become engaged with what you are saying.<\/p>\n\n\n\n<p>Break up content marketing videos into multiple installments, each covering a different section of a larger topic. This division affords each idea you\u2019re presenting with some breathing room and provides viewers with a reason to return to your video channel for the next installment\u2014or to only tune in for what they need.<\/p>\n\n\n\n<p>Content marketing videos aren\u2019t just informational, they can also be an opportunity to show off your company\u2019s culture. Video chat platforms such as Zoom are ideal for gathering employees and highlighting the goofier side of the team. \u201cIt\u2019s easy to get overwhelmed with all the stuff that\u2019s going on right now, so any chance you have to show some people\u2019s personality is really great for any company,\u201d says Jessica Bonacci, digital video specialist at the digital marketing agency <a rel=\"noreferrer noopener\" href=https://www.ama.org/"https:////www.webfx.com///" target=\"_blank\">WebFX<\/a>.<\/p>\n\n\n\n<p><strong>Paid Ads<\/strong><\/p>\n\n\n\n<p>Maximize your ROI by tailoring your content toward topics represented by relevant SEO keywords you can purchase. For example, a plumber could buy ads on Google that would appear in response to searches that include the words \u201cclog\u201d and \u201cdrain.\u201d The ads could link to a video that explains whether you should unclog your own drain or call an expert. Visitors are likely to remain on a website if the content is relevant to what they were looking up.<\/p>\n\n\n\n<p>The content of the video must mirror the content of the ad. If not, sites such as Facebook will block your ad from appearing. \u201cIf you say in an ad, \u2018Lose 10 pounds in three days\u2019 and you click on that ad, the page you see must have the headline, \u2018Lose 10 pounds in three days,\u2019\u201d Taylor says.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//08//cover-story-MIC.jpg/" alt=\"microphone\" class=\"wp-image-65685\" width=\"276\" height=\"276\"\/><\/figure><\/div>\n\n\n\n<h3>2. Equipment<\/h3>\n\n\n\n<p>Modern smartphones have placed much of a video production studio in the palms of our hands, including a powerful, high-resolution camera. All that\u2019s left is to make a few small upgrades to audio and lighting.<\/p>\n\n\n\n<p><strong>Microphone<\/strong><\/p>\n\n\n\n<p>Alex Winter, creative director at sales and marketing agency <a href=https://www.ama.org/"https:////www.impactplus.com///" target=\"_blank\" rel=\"noreferrer noopener\">IMPACT<\/a>, says that it\u2019s easy to forget about audio quality. But a small lavalier microphone can make a huge difference between crystal clear vocals and the incessant drone of an air conditioning unit. External mics capture audio up close, rather than relying on your phone or computer\u2019s built-in microphone across the room.<\/p>\n\n\n\n<p>Before springing for a new gadget, though, test the equipment you already have. Taylor once spent $300 on a new mic only to discover that her iPhone earbuds were capable of capturing quality audio.<\/p>\n\n\n\n<p>Kwan has a simple trick for enhancing the look and sound of his videos using Apple\u2019s earbuds: He tapes the microphone to the inside of his collar, then hides the rest of the cord under his shirt. \u201cYou can use very minimal amounts of equipment and still get maximum results,\u201d he says.<\/p>\n\n\n\n<p>Andrew Phan, CEO of <a href=https://www.ama.org/"http:////www.newpixelfilms.com///" target=\"_blank\" rel=\"noreferrer noopener\">New Pixel Films<\/a>, says the best audio comes from plugging a microphone into a device specifically designed for capturing voice. He recommends a Zoom H1, a high-quality recorder that allows marketers to adjust audio levels on the fly for pristine sound. However, he notes, these devices produce audio tracks only, which then need to be synched with your video during the editing process.<\/p>\n\n\n\n<p><strong>Camera<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//08//image.png?resize=275,1024\%22 alt=\"camera, shutter, light\" class=\"wp-image-65686\"\/><\/figure><\/div>\n\n\n\n<p>\u201cEverybody will overrate the importance of buying a nice camera,\u201d says <a href=https://www.ama.org/"https:////stalman.com///" target=\"_blank\" rel=\"noreferrer noopener\">Tyler Stalman<\/a>, an independent video production consultant. \u201cIf you have an iPhone [or other smartphone], you can go as far as you want.\u201d However, avoid the selfie side, as that camera is inferior to the one found on the back of your device.<\/p>\n\n\n\n<p>If you insist on going a step up from your phone, purchase a nice lens; cameras are updated every few years, but it takes longer for lens technology to become outdated.<\/p>\n\n\n\n<p>And beware the built-in webcam. \u201cHaving a good webcam is like putting on a suit and tie in the morning: It\u2019s how you present your face to the world,\u201d Stalman says. \u201cThe difference between the thing that\u2019s attached to your computer and a real camera is night and day.\u201d<\/p>\n\n\n\n<p>Invest in a simple tripod or jury-rig your own solution to keep the camera steady. For a homespun look, consider vertically orienting the camera to resemble selfie footage.<\/p>\n\n\n\n<p><strong>Lighting<\/strong><\/p>\n\n\n\n<p>Lighting makes a noticeable impact on visual quality as well. Many content creators opt for a ring light\u2014a halo affixed or next to the monitor\u2014but Stalman cautions that \u201cyou might look like a beauty blogger.\u201d Instead, consider using key lights, which are flat panels about the size of an iPad and are often used by video game streamers.<\/p>\n\n\n\n<p>Standard table lamps cast a decent amount of light and can be used in a pinch. Phan recommends placing the lamp as close to your face as possible without pushing it into the shot itself. Set the lamp off to the side a little bit in front of you. \u201cWhat it does is create a little shadow on your face, and it looks better than having a light blasted straight onto your face,\u201d he says.<\/p>\n\n\n\n<p>If your office basks in beautiful, natural sunlight (congratulations!), you may not need to purchase any additional lighting. Do avoid an overly shadowy visage by keeping the window in front of you, not behind, and ensure your desk isn\u2019t cluttered with reflective tchotchkes.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//08//cover-story-CHAIR.jpg/" alt=\"chair\" class=\"wp-image-65687\" width=\"276\" height=\"276\"\/><\/figure><\/div>\n\n\n\n<h3>3. Filming<\/h3>\n\n\n\n<p>Not everyone sparkles in front of the camera. Find someone who remains a stalwart at your organization and exhibits best practices when speaking to the audience: articulation, maintaining eye contact and going \u201cbig\u201d with personality.<\/p>\n\n\n\n<p><strong>Casting<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//08//image-1.png?resize=330,1024\%22 alt=\"film reel and clapper\" class=\"wp-image-65688\"\/><\/figure><\/div>\n\n\n\n<p>Behind-the-scenes videos allow customers to meet the people who run their favorite brands. Corral in-house brand representatives, magnetic members of upper management and other marketing folks to be your on-screen personalities\u2014and set up recorded video calls between these spokespeople. \u201cThe end viewer \u2026 can really feel like they\u2019re part of the conversation,\u201d Winter says, adding that calls with fewer people work best. \u201cFigure out a way to record it where the main screen is cycling between [speakers],\u201d he says. \u201cPeople tend to be more engaged versus having \u2018The Brady Bunch\u2019 pain of 50 people up at once.\u201d<\/p>\n\n\n\n<p>Thought leadership videos work best when a single person is on camera in front of a neutral backdrop. Studio B Films, a production company that has worked with brands such as Facebook and Adobe, recommends casting team members who have experience giving presentations that have been filmed.<\/p>\n\n\n\n<p>Ideally, videos will feature colleagues who are likely to remain at the organization for more than a year. \u201cPeople are going to associate this person with your company,\u201d Stalman says. \u201cAnd if they leave after a year, you\u2019re not just training someone else up, you\u2019re getting your audience used to a new face.\u201d<\/p>\n\n\n\n<p>Set up your technical team members for success. Brands that are marketing \u201chigh-involvement products\u201d\u2014computers or cars, for example, which are expensive and meant to last a long time\u2014might want to invest in product demonstration videos. Taylor says such videos could be hosted by team members who may not be your biggest personalities but can directly address the technical aspects of the product.<\/p>\n\n\n\n<p>Regardless of a company\u2019s best on-screen talent, Taylor says small business videos should include the owner. \u201cNo one [else is] going to have [your] passion for the business, and all of that comes through on video,\u201d she says. Other team members can certainly be featured as well, such as a front desk associate with whom customers are familiar.<\/p>\n\n\n\n<p>If the person in your videos doesn\u2019t feel like a good fit or they seem unnatural in front of the camera, replace them immediately with another team member who can cover the same topic. <\/p>\n\n\n\n<p><strong>Action!<\/strong><\/p>\n\n\n\n<p>Resist the magnetic temptation of your face: We\u2019re all guilty of spending entire Zoom conference calls ogling our own image in the corner of the screen, not other people or the camera itself. But it\u2019s bad form when capturing video, so remember to look directly into the camera lens.<\/p>\n\n\n\n<p>When working at MSNBC, Taylor received some advice on how to maintain a dynamic TV presence: \u201cBe big.\u201d Speak slowly and clearly and incorporate animated hand gestures where appropriate. \u201cIf you think you\u2019re talking too slow, it\u2019s just right,\u201d Taylor says.<\/p>\n\n\n\n<p>Maximize your time and energy by recording four or five videos in one sitting. Use tape to mark off exactly where you placed your camera and positioned your chair so future videos will have a continuous look and feel.<\/p>\n\n\n\n<p>In general, you want to get as close to perfect when recording the video, rather than assuming you can clean up issues with lighting or sound in the editing process. \u201cIf [the footage] really can\u2019t [be fixed], then don\u2019t publish it,\u201d Kwan says. \u201cIt\u2019s better just to redo a video than to publish a bad one.\u201d<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//08//cover-story-COMPUTER.jpg/" alt=\"computer monitor with mouse cursor\" class=\"wp-image-65689\" width=\"276\" height=\"276\"\/><\/figure><\/div>\n\n\n\n<h3>4. Post-Production<\/h3>\n\n\n\n<p>A few small edits can transform a short video into a can\u2019t-miss piece of content. Ensure the audio and visuals don\u2019t overpower one another and recapture viewers\u2019 attention by inserting a cutaway or two. Then, keep making videos; the process will get easier with time and results can take months to show themselves.<\/p>\n\n\n\n<p><strong>Editing<\/strong><\/p>\n\n\n\n<p>Editing is not as important as the content of the video itself, but a few flourishes will go a long way. Taylor recommends, at the very least, inserting your name and contact info as graphics on the lower third of the screen.<\/p>\n\n\n\n<p>Editing software is easy to find. Apple enables users to edit video on their iPhones, and all Macs come equipped with iMovie. PC users can use free online programs such as Lightworks or download Movie Maker 10.<\/p>\n\n\n\n<p>If using background music, adjust the levels so as not to drown out your voice. Kwan says the optimal volume for speaking is -6 decibels. \u201cYour voice fluctuates, so sometimes you speak louder when you\u2019re excited, and sometimes you\u2019re a little bit calmer,\u201d he says. \u201cYou give a little bit of room to have your voice fluctuate in volume.\u201d<\/p>\n\n\n\n<p>Set the music level to -20 or -22 decibels. \u201c[Music is] not something that people need to really notice,\u201d Kwan says. \u201cThey should be paying attention to you and what you\u2019re saying.\u201d<\/p>\n\n\n\n<p>Include a few graphics or some B-roll footage\u2014a term used to refer to supplemental or alternative footage\u2014to cover up when you may have looked away from the camera or the shot went out of focus. Kwan breaks up his videos by inserting something visual every 15-20 seconds to interrupt the monotony of a single shot.<\/p>\n\n\n\n<p>Verizon Media and Publicis Media found that <a rel=\"noreferrer noopener\" href=https://www.ama.org/"https:////www.nexttv.com//news//mobile-videos-often-watched-without-audio-study-finds/" target=\"_blank\">92% of consumers view videos without sound when they\u2019re on mobile<\/a>, so you might want to add subtitles so as not to alienate folks who aren\u2019t wearing headphones. Subtitles and a transcription are also good accessibility features.<\/p>\n\n\n\n<p><strong>Produce, Produce, Produce<\/strong><\/p>\n\n\n\n<p>Think of video content creation like farming: It takes days\u2014sometimes weeks\u2014of watering and care before even the smallest sprout breaks through the ground, but much has been happening below the surface. \u201cYou don\u2019t water your seed for three days and go, \u2018Where\u2019s my sunflower?\u2019\u201d Taylor says.<\/p>\n\n\n\n<p>Patience is a virtue: Stalman recommends committing to producing between 50-100 videos before deciding whether or not the project is worthy of attention. Taylor adds that marketers are unlikely to see meaningful results until after 18-24 months of regularly posting videos. \u201cAcknowledge that this is a challenging space and it may take a while for you to conquer it, and you can make some mistakes on the way,\u201d Stalman says.<\/p>\n\n\n\n<p>If you aren\u2019t seeing the results you expected from video, consider other factors that might have gotten in the way of success. If sales don\u2019t skyrocket, for example, \u201cThey blame it on the video, but in actuality it could have been that your website may have crashed when people came to see it, or your sales process isn\u2019t very good,\u201d Kwan says. \u201cYes, the video can help, but you\u2019ve got to make sure that everything else is in place as well.\u201d<\/p>\n\n\n\n<p>Post often enough that you remain on the minds of your viewers without overwhelming them with content. Kwan recommends posting one to three videos a week to get started in order to nurture a regular audience.<\/p>\n\n\n\n<h3>Where to Post<\/h3>\n\n\n\n<p>For most B2C businesses, YouTube is a great location for posting. But for B2B companies, LinkedIn is the best platform\u2014especially for thought leadership videos.<\/p>\n\n\n\n<p>For content marketing, consider using Vimeo or posting on your company\u2019s website. Using these platforms means you won\u2019t have to contend with YouTube\u2019s algorithm that recommends or auto-plays other videos\u2014which provides viewers with an easy excuse to exit.<\/p>\n\n\n\n<p>Brands have started using Instagram to make sales, but Jessie LaMacchia, director of marketing and outreach at <a href=https://www.ama.org/"https:////lillstreet.com///" target=\"_blank\" rel=\"noreferrer noopener\">Lillstreet Art Center<\/a> in Chicago, recommends focusing your Instagram efforts on building community. \u201cI\u2019m more interested in creating engaging content\u2014then, the sales follow,\u201d she says.<\/p>\n\n\n\n<p>LaMacchia says the videos that do best on Instagram provide a sample of the services her company offers\u2014in her case, classes in art, photography, ceramics and more. \u201cWe recently started hosting artist demos on Instagram Live, which made for tons of engagement with our community and brought in a lot of new followers,\u201d she says. \u201cThese videos increase the value of continuing education by giving a taste of what you can expect from a longer-engagement class.\u201d<\/p>\n\n\n\n<p>While sound and video quality matter when producing a YouTube video or a piece that lives on your company\u2019s homepage, go easy on yourself when creating content for Instagram, particularly Instagram stories. The vibe of this platform is far more casual, according to Stalman: \u201cYou can just hit record on your phone and let it go live.\u201d<\/p>\n\n\n","post_title":"Camera-Ready During COVID-19","post_excerpt":"How to produce video content from home on a COVID-friendly budget.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"diy-video","to_ping":"","pinged":"","post_modified":"2024-01-22 14:10:14","post_modified_gmt":"2024-01-22 20:10:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=62616","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":28176,"post_author":"210","post_date":"2020-02-06 15:46:00","post_date_gmt":"2020-02-06 15:46:00","post_content":"\n<h2>This week, we highlight the big brand winners of Super Bowl LIV, Spotify's major media company purchase and revised standards for video advertising<\/h2>\n\n\n\n<h3>Jeep\u2019s \u2018Groundhog Day\u2019 Spoof Wins USA Today\u2019s Super Bowl Ad Meter<\/h3>\n\n\n<p><iframe width=\"800\" height=\"450\" src=https://www.ama.org/"https:////www.youtube.com//embed//5QgBRvMmWk4/" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe><\/p>\n\n\n<p>USA Today released its Super Bowl LIV Ad Meter results, with Jeep\u2019s \u201cGroundhog Day\u201d commercial featuring Bill Murray in the top spot. At No. 2 was Hyundai\u2019s \u201c<a rel=\"noreferrer noopener\" aria-label=\"Smaht Pahk (opens in a new tab)\" href=https://www.ama.org/"https:////www.youtube.com//watch?v=85iRQdjCzj0\%22 target=\"_blank\">Smaht Pahk<\/a>\u201d ad with John Krasinski, Rachel Dratch and Chris Evans, followed by Google\u2019s \u201c<a rel=\"noreferrer noopener\" aria-label=\"Loretta (opens in a new tab)\" href=https://www.ama.org/"https:////www.youtube.com//watch?v=6xSxXiHwMrg\%22 target=\"_blank\">Loretta<\/a>\u201d ad. The Donald Trump Campaign\u2019s \u201cCriminal Justice Reform\u201d spot came in last, and the other political campaign ad of the night\u2014Michael Bloomberg\u2019s \u201cGeorge\u201d\u2014was only two spots higher. <a href=https://www.ama.org/"https:////www.wsj.com//articles//super-bowl-drew-102-million-viewers-11580757997/">Fox reported<\/a> 102 million Super Bowl viewers on its network, digital platforms and its Spanish-language channel, up from 99.9 million viewers last year.<\/p>\n\n\n\n<p>Read more: USA Today<\/p>\n\n\n\n<h3><a href=https://www.ama.org/"https:////www.fastcompany.com//90458241//mcdonalds-gets-a-minimalist-makeover/" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"McDonald\u2019s Branding Goes Minimalist (opens in a new tab)\">McDonald\u2019s Branding Goes Minimalist<\/a><\/h3>\n\n\n\n<p>Ad agency Leo Burnett London and American designer David Schwen have created a new outdoor branding campaign for McDonald\u2019s called \u201cIconic Stacks.\u201d Using the fast food giant\u2019s brand colors, the pieces contain simple lists of ingredients of some of McDonald\u2019s classic sandwiches, with no mention of the brand name on the ads. The spare visuals are a bet on brand equity with established customers, and stray from unnecessarily busy messaging.<\/p>\n\n\n\n<p> Read more: <a rel=\"noreferrer noopener\" aria-label=\"Fast Company (opens in a new tab)\" href=https://www.ama.org/"https:////www.fastcompany.com//90458241//mcdonalds-gets-a-minimalist-makeover/" target=\"_blank\">Fast Company<\/a><\/p>\n\n\n\n<h3><a rel=\"noreferrer noopener\" aria-label=\"With Its Eye on Podcast Domination, Spotify to Purchase The Ringer (opens in a new tab)\" href=https://www.ama.org/"https:////www.businessinsider.com//spotify-buying-bill-simmons-the-ringer-expand-podcast-efforts-2020-2/" target=\"_blank\">With Its Eye on Podcast Domination, Spotify to Purchase The Ringer<\/a><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//02//spotify-the-ringer-podcast-01.jpg?w=1024\%22 alt=\"Spotify and The Ringer logos\" class=\"wp-image-28181\"\/><\/figure><\/div>\n\n\n\n<p>Spotify has demonstrated its dedication to establishing itself as a podcast brand when it purchased Gimlet Media and Anchor, two podcast players acquired last year. The streaming music and podcast service has continued its efforts by announcing an upcoming purchase of The Ringer, a culture site founded by Bill Simmons that currently hosts nearly 40 podcasts ranging from sports to television recaps. No financial details have been disclosed, but Spotify\u2019s previous purchases totaled $340 million. Simmons will remain at the helm, and a representative from Spotify has said that the company is excited to curate a top-tier editorial team and develop new talent.<\/p>\n\n\n\n<p>Read more: <a rel=\"noreferrer noopener\" aria-label=\"Business Insider (opens in a new tab)\" href=https://www.ama.org/"https:////www.businessinsider.com//spotify-buying-bill-simmons-the-ringer-expand-podcast-efforts-2020-2/" target=\"_blank\">Business Insider<\/a><\/p>\n\n\n\n<h3><a href=https://www.ama.org/"https:////www.nytimes.com//2020//02//01//business//media//kfc-commercial-sexist.html/" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"KFC Apologizes for Ad Aired in Australia That Angered Women\u2019s Groups (opens in a new tab)\">KFC Apologizes for Ad Aired in Australia That Angered Women\u2019s Groups<\/a><\/h3>\n\n\n\n<p>The New York Times writes that the boundaries of acceptable depictions of women in advertising have gradually changed amid the #MeToo movement. The backlash to a recent Australian KFC ad was so strong that the company was forced to apologize and pull it off air. Social media pressure has increased dramatically in the past couple decades, training brands to better represent their subjects in ads meant to reflect a greater diversity of people. Gender representation has certainly improved, but KFC\u2019s commercial is a reminder that the work\u2014and learning\u2014has yet to be finished.<\/p>\n\n\n\n<p>Read more: <a rel=\"noreferrer noopener\" aria-label=\"The New York Times (opens in a new tab)\" href=https://www.ama.org/"https:////www.nytimes.com//2020//02//01//business//media//kfc-commercial-sexist.html/" target=\"_blank\">The New York Times<\/a><\/p>\n\n\n\n<h3><a rel=\"noreferrer noopener\" aria-label=\"YouTube Ad Revenue Disclosed For the First Time (opens in a new tab)\" href=https://www.ama.org/"https:////adage.com//article//digital//youtube-ad-revenue-disclosed-google-first-time-topped-15-billion-2019//2233811/" target=\"_blank\">YouTube Ad Revenue Disclosed For the First Time<\/a><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//02//christian-wiediger-usWE9pOuTfE-unsplash.jpg?fit=1024%2C683\%22 alt=\"\" class=\"wp-image-28184\"\/><\/figure><\/div>\n\n\n\n<p>Google\u2019s Q4 report included a surprising figure: the first official look at YouTube revenue in its history. According to the report, which outlined revenue over 2019, YouTube collected $15.1 billion in ad sales along with $3 billion in combined subscription costs to its video, music and television services. These numbers demonstrate that YouTube is seriously competing against other giants such as Amazon, Hulu and Facebook as far as digital content. While the numbers are impressive, YouTube continues to provide 55% of this revenue to individual content creators. And surprisingly these numbers failed to meet Wall Street expectations, causing Google stock to fall five points during after-hours trading on Monday.<\/p>\n\n\n\n<p>Read more: <a rel=\"noreferrer noopener\" aria-label=\"AdAge (opens in a new tab)\" href=https://www.ama.org/"https:////adage.com//article//digital//youtube-ad-revenue-disclosed-google-first-time-topped-15-billion-2019//2233811/" target=\"_blank\">AdAge<\/a><\/p>\n\n\n\n<h3><a href=https://www.ama.org/"https:////9to5google.com//2020//02//05//chrome-video-ad-blocker///" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Coalition for Better Ads Announces New Standards for Video (opens in a new tab)\">Coalition for Better Ads Announces New Standards for Video<\/a><\/h3>\n\n\n\n<p>The Coalition for Better Ads released a new set of standards for ads that show during video content, based on research from 45,000 consumers worldwide. The group identified three experiences that were found to be particularly disruptive for videos shorter than eight minutes long, including:<\/p>\n\n\n\n<ul><li>Ads or groups of ads longer than 31 seconds that appear before a video cannot be skipped within the first five seconds<\/li><li>Mid-roll ads of any duration that interrupt the user's experience<\/li><li>Image or text ads appearing on top of a video that is playing and take up the middle third of the video player window or cover more than 20% of the video content<\/li><\/ul>\n\n\n\n<p>The coalition mandated that websites stop showing such ads over the coming four months or risk losing advertising entirely. Google Chrome enforcement will begin Aug. 5, and YouTube is expected to be reviewed for compliance while <a href=https://www.ama.org/"https:////www.monetizemore.com//blog//ultimate-guide-how-start-making-money-online-google-adsense///" target=\"_blank\" rel=\"noreferrer noopener\">AdSense<\/a> and DoubleClick will update product plans to conform to the standards.<\/p>\n\n\n\n<p>Read more: <a rel=\"noreferrer noopener\" aria-label=\"9to5Google (opens in a new tab)\" href=https://www.ama.org/"https:////9to5google.com//2020//02//05//chrome-video-ad-blocker///" target=\"_blank\">9to5Google<\/a><\/p>\n\n\n\n<p><em>YouTube photo by Christian Wiediger on <a rel=\"noreferrer noopener\" aria-label=\"Unsplash (opens in a new tab)\" href=https://www.ama.org/"https:////unsplash.com//s//photos//youtube?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText\%22 target=\"_blank\">Unsplash<\/a><\/em>.<\/p>\n\n\n","post_title":"The Best Marketing Stories of the Week, Feb. 3-7","post_excerpt":"This week, we highlight the big brand winners of Super Bowl LIV, Spotify's major media company purchase and revised standards for video advertising.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-best-marketing-stories-of-the-week-feb-3-7","to_ping":"","pinged":"","post_modified":"2024-01-22 14:14:23","post_modified_gmt":"2024-01-22 20:14:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=28176","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

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Video Marketing

Video marketing refers to the integration of video elements into a marketing strategy to build customer relationships or promote a brand’s products and services. Video marketing is highly effective at gaining consumer attention and maintaining it if executed successfully. Here you will find a collection of research insights and marketing news articles regarding video marketing.

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Elevate Your Video Content: From Concept to Creation

March 5 - April 16, 2025

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Mastering Short-Form Video Content

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Elevate Your Video Content: From Concept to Creation (SOLD OUT)

October 9 - November 20, 2024

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Optimizing Pre-Production Workflows with Transcripts

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Camera-Ready During COVID-19

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