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BizReport : Blogs & Content archives : November 03, 2011

Turn adds video, Jun Group finds humor effective in video

American consumers watched nearly 20 hours of online video content in September 2011 so it's no wonder video continues to be a hot topic for brands. New data from Jun Group may lead video advertisers to even more engagement while a new Turn release may offer brands better video coverage.

by Kristina Knight

Turn, Inc. adds video to its suite of advertising channels today, enabling them to power ad campaigns for brands across video and display channels. They've partnered with Adap.TV, AdBrite, BrightRoll Exchange, DoubleClick and SpotXchange to broaden the potential reach of video campaigns.

"By offering one platform and one log in for campaign management and optimization across multiple channels, Turn is providing advertisers with more visibility and control over their message," said Bill Demas, chief executive officer, Turn, Inc. "The integration of video inventory into Turn Media Platform allows our customers to apply our leading real-time optimization and bidding capabilities to the in-stream world, while also enabling them to maximize the value of their high-value video content by placing it in front of highly-qualified online targets."

Through the Turn platform, advertisers have access to integrated, end to end platforms for data and media management.

Meanwhile new data from Jun Group indicates that funny may be best, at least where social video is concerned. They sampled more than 13 million user-initiated video views between January and September 2011 and found that humorous videos accounted for about 40% of prominent social videos. Researchers say viewers are three times more likely to click to a brand's Facebook page from a humorous clip than other types of videos.

Other interesting findings include:

• Short or Long form videos (:15 or less, :60 or more) have the best click-thru rates
• :15 clips were found 153% more effective than clips between :16 and :60
• Celebrity-featured clips drive 12% less traffic than non-celebrity clips

Tags: Jun Group, online video, social marketing, social video, Turn, video advertising, video content, video trends

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