To leverage video's growing power as a marketing medium, companies such as Vidyard and YouTube are e...

1. Video Marketing Innovation Represents the Merging of Art
and Science
To leverage video's growing power as a marketing medium, companies such as Vidyard and YouTube
are evolving their marketing strategies.
If marketing innovation has taught the industry anything over the years, particularly through social
media, it's that with art and creativity there will always be a need for data, science, and research.
Tyler Lessard, chief marketing officer for video marketing platform Vidyard, told the Content
Standard video is no different, and it presents opportunities for a "blend of both the art and science
of marketing."
"In the last few years, we've seen video grow in people's lives. It's an obvious trend in terms of
creation and consumption, but there's a tremendous opportunity for marketers," Lessard said. And
Vidyard has worked to keep ahead of that trend: The company was recently awarded $18 million in
financing to fuel its video marketing innovation practices by building out its products and bettering
customer service and brand experiences. "It's helping us to scale our development innovation and
scale what we do in our mid-market and large enterprises around the world," Lessard continued.

2. When it comes to video marketing innovation, start-ups aren't the only ones bulking up their
capabilities and exploring the space. Tubefilter's Joshua Cohen recently reported on Tubular Labs
recent acquisition of ReelSEO, an online video news site. With ReelSEO, providing insights, data,
and trend reports on video marketing success will be easier. "Tubular Labs' mission is to empower
video creators and marketers with actionable intelligence to crack the digital video code," Tubular's
CEO Rob Gabel wrote in a LinkedIn post.
With video projected to comprise 79 percent of all online traffic by 2018, it's no surprise that
consumer-generated videos and branded video content floods--and will continue to flood--the online
airways. If there's one thing Vidyard's and Tubular Labs' recent moves point to, it's this: Online
video marketing must comprise both the "art" and "science" aspects of which Lessard spoke. For
marketers, that's the best new formula for differentiating content and keeping ahead of the
competition.
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