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Online video

Online video refers to audiovisual content delivered via the internet. Options for marketers to run video content online include: video-sharing sites such as YouTube; publishers’ online offerings; social media sites; and video-on-demand services from TV broadcasters. Video is becoming particularly important for social platforms, which are promoting themselves as ‘broadcast’ channels. It is common for online video ads to be skipped or scrolled away from, giving brands a very short window in which to capture attention.

Key Reading

Important papers from across the Warc database

This article outlines practical guidance for brands to make their online videos 'go viral'. Advice includes making the brand central to the video execution. Examples of this discussed in the article include 'Like a Girl', an online video-supported campaign for Always.
Best practices to help brands engage subcultures and find a place in the 'everything channel'.
The importance of measuring video viewability accurately, and how measurement might be improved.
How to select the right format and channel, and the best metrics for measuring success.
Why video content is increasingly designed to be viewed in portrait rather than landscape form.

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