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It certainly won’t be a surprise for you if we say that the recent couple of years have brought about a revolution of digital video, with more and more TV viewers shifting their focus towards watching video on their connected devices. Have you ever thought of how many videos are circulating on the Internet this very second? Actually, Cisco took it seriously and forecasted that every second, almost 17,000 hours of video content (that’s two years!) will circulate through the Web by 2021, and video traffic share will be over 80% of all consumer traffic.
Taken the above facts, no business can afford ignoring the video boom, and not utilizing this super powerful tool to bring their message across to the potential customers. Let’s explore the major trends that are shaping the video marketing and advertising industry.
1. Video first
The term “video first” was coined by Facebook to name the tendency of its users not only to most willingly consume videos, compared to other content, but also use this medium to express themselves and share information. What else can be added? Successful advertisers know that their messages should be where the audience is, and speak their language.
2. Video production gets more accessible
If video advertising associates with huge expenses in your mind, time to bust this misconception. Almost everyone is now carrying a videocam in their pocket (smartphone, of course), and with countless apps and software for video editing, mixed with creativity and readiness to learn, you can successfully produce your videos in-house without spending a fortune.
3. Videos are getting shorter
With younger generation being the primary consumers (and producers) of video content, the general tendency goes towards shorter, “snackable” videos that allow engaging with multiple pieces of content during the day, across different channels.
Facebook executives worded their intentions to pay more attention to video in 2018, which includes more stress on short-form ads.
A good example of a super-short ad is a Samsung GalaxyS8Plus Pre-book bumper ad (just 6 sec) that’s ranked#1 on YouTube’s bumper ads leaderboard.
https://www.youtube.com/watch?time_continue=1&v=B5VRJ_OH7Yc
4. Videos are appealing to mobile audience
According to Wyzowl, 90% of consumers watch videos on their portable gadgets. Moreover, according to Google, smaprtphone users are 1,4 times more likely to watch ads on their devices than TV viewers, and twice more likely to feel personal connection to the brands whose promo is demonstrated on the mobile.
5. Explanatory videos = promotional
Evidence shows that explanatory videos can serve as promo. 50% of Internet users look for product or service related videos before going to a store, according to ThinkWithGoogle. This is also an excellent way to show a product in action without any apparent promo, used by numerous businesses to dispel doubts for potential customers and drive them down the conversion funnel. Moreover, they can stimulate purchases and build trust.
6. Programmatic videos for targeting audience
Technology has gone as far as automated real time video ads impressions trading. This allows targeting the desired audience and is becoming the major expense on the online advertising budgets. We will resort to the previous trend (explanatory video) for you to better understand how programmatic video works.
https://www.youtube.com/watch?v=rTg9l4d8MU4
Summing up, definitely, video advertising is something you should address directly if you aren’t yet. Placing your video ads – whether online or offline, is now easy with TRACKLAM – an online tool for launching digital and out-of-home ad campaigns right from your connected device fast and easily – and have the stats on your fingertips. Register your TRACKLAM account and see for yourself!
