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Bests of 2016: Online video

News, 29 December 2016

Best practices for online video were a major draw for Warc subscribers this year, with creative and optimisation tactics among the main topics of interest.

Content in 2016: The video revolution – a chapter from Warc's 2016 Toolkit – was the most popular article on this subject with the site's users over the last 12 months.

The guidance points it provided included preparing for a diversifying content ecosystem and the rise of programmatic, as well as the need to develop a mix of "hero", "hub" and "housecleaning" content.

Ian Forrester, Global VP/Insight at ad-tech company Unruly, wrote the second most-viewed article covering online video in 2016.

Entitled Seven steps to success with online video, this piece offered practical advice for brands seeking to drive progress in this area – ranging from setting goals and tapping emotion to adopting test-and-learn techniques.

"In this fast-paced world with new content continuously launching, getting viewed and shared, and then becoming old quickly, brands need to adapt constantly to changing consumer needs and behaviours," Forrester reported.

"Agile marketing is no longer just the province of the social team; it's possible to apply and amplify successful moment marketing campaigns across paid media."

Third spot in the popularity charts went to an article detailing analysis from Millward Brown, the research firm, covering the consumer response to online video on various screens.

Having surveyed 13,500 multiscreen consumers in 42 nations, and copytested 20 ads in eight countries, the study provided tips on targets, formats and other creative priorities.

Guidance from YouTube and Facebook – two powerhouses in the online video space – played a central role in the fourth most-read article on this subject in 2016.

Completing the top five was a webinar offering up best practices for social video, presented by Tania Yuki, Founder/CEO at social intelligence firm Shareablee.

Data sourced from Warc