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To correspond with a new focus on channels, YouTube has announced a new ad model that will see the site attempt to monetise partnerships with Reuters, Sony, Warner Brothers, Universal – and just this week, Disney UK.
The new channel sponsorships will include display, overlay and pre-roll ad options for 96 different channels, all providing original content to YouTube, with pricing varying according to sector and length of contract.
Disney UK has signed deals with YouTube and Google Play to offer rentals on selected titles such as Pirates of The Caribbean and Real Steel.
This is the company's first content agreement with Google in the UK, which will see films delivered online and mobile devices for £2.49 to £3.49 per film.
Customers will have 30 days from the purchase date to begin watching the rental, and once they've started, 48 hours to finish the film.
When online video was still nascent, there was a general sense that the advertising models underpinning television would one day be a thing of the past.
But despite the online video boom and the rise of powerful digital distribution platforms like YouTube and Hulu, advertising in online video still looks a lot like advertising on television. Case in point: the pre-roll.
The past decade may have been tough for the music industry, but thanks to online video, times have arguably never been better for the music video.
On YouTube, for instance, music videos represent one of the most popular content categories, and some of the most popular music videos have racked up hundreds of millions of views.
Last week saw the annual SES (Search Engine Strategies) conference in 2012 where all the big names in search gave their view on the year ahead.
The overarching hot topics were probably Google + and SoLoMo (Social, Local, Mobile).
There are some good round-ups to be found online (e.g. Andrew Girdwood's blog and Kevin Gibbon's blog) so for now, here’s my (and my colleague Richard Lewis’) top 10 take-aways for you to think about.
(Apologies in advance if I haven’t given the right people the right credit, feel free to comment if I missed you off the list.)
At last week's Digital Cream Dubai, Econsultancy's CEO, Ashley Friedlein, presented the latest digital trends from the newly published State of Digital Marketing in the Middle East and North Africa report 2012.
While Facebook struggles with f-commerce, a younger upstart, Pinterest, may be the next big thing in social commerce. The service, which is an "online pinboard" that allows users to "share things you love", is surging in popularity.
But there may be a downside to increased popularity, as some are questioning whether the service is promoting copyright infringement on a massive scale.
Marketers and content makers have been conditioned over time to believe that online video needs to be short and punchy.
This is based on the presumption that people have limited attention spans, and therefore longer-form content would be wasted - particularly on the multi-tasking Gen Y consumer.
But is duration really a key factor of successful adoption? And how about social sharing? Is the length of a branded video likely to affect people's willingness to share it?
In the space of 1,000 or more words, I can't promise to deal with all the answers, but hopefully you'll agree these questions merit further consideration before setting your content or advertising strategy.
Social TV is going to change the way we interact with everything. If you don’t think it’s coming, you're going to be in for a bumpy ride.
Contrary to popular opinion, NBC's Senior VP of Digital Jesse Redniss stated "GoogleTV is not social TV." He put YouTube in the same category as in his opinion they are mostly ways to highlight videos and consume content.
So what is social TV?
YouTube is making music the star of its latest campaign in the UK, aiming to highlight the music videos and dedicated artist channels available on the site.
Artists such as Jessie J, Lana Del Rey, Ed Sheeran and Emeli Sande appear in the digital and outdoor ads that use the tagline ‘Get More Into Music’.
YouTube has launched two new motor channels to add to its ever increasing range of original content.
The Motor Trend channel is described as a “never-ending car expo” and will broadcast programming from brands such as Hot Rod, Motorcyclist, Lowrider and FourWheeler.
Google has released data from Sunday evening which reveals that 41% of searches relating to Super Bowl ads made during the game came from mobile devices.
A post on the company's blog states that this is up from 25% for the same time period on the day before.