youtubeVideo has made a major impact in the digital marketing arena over the last few years. Motion pictures are easily digested and according to statistics already accounts for 50% of mobile traffic.

Consumers use their mobile phones more than any other device, and because video is the preferred format for small screen users, advertisers simply cannot ignore video marketing.

Furthermore, there are more opportunities to publish content on video platforms and reach a wider, targeted audience. A crop of innovative companies have emerged in the last few years that help online businesses extend their reach to a wider audience.

Scott Knoll, CEO of Integral Ad Science, predicts that we will, “see more integrated ad measurement in 2016, leading to cross-platform measurement becoming the standard for campaigns.”

Increased opportunities for video advertising

The number of young people choosing online video over traditional TV is on the rise. According to reports 62% of young people prefer YouTube to traditional TV.

Together with the emergence of on-demand online streaming through the likes of NetFlix and Amazon Prime, the younger generations are ditching TV packages in favour of online sources.

The growing number of platforms that are emerging to host video content is therefore growing at an exponential rate.

This gives advertisers more opportunities to air video content across multiple-channels and reach a wider audience, and because of the increased competition, costs are more affordable than in the past.

Online advertisers also have to rethink their online marketing strategy. An increasing number of intrusive, misplaced and irrelevant ads are beginning to take its toll on consumers. And they are running out of patience.

Spam filter and ad block software is becoming more prevalent and this is just the tip of the iceberg.
As the already limited space of on-screen landscape gets narrower, in-stream videos offer marketers a platform that is not easily avoided and is a more effective medium.

Recorded video and live streaming

There are two methods of producing video ads; recorded video and live streaming.

Pre-recorded videos can be aired as standalone ads on your website, social media networks and in-stream videos.

To date, recorded videos are the industry standard and enable advertisers to plan the marketing message, tell a story and give you less room for error.

In 2015, live streaming took the public imagination by storm. Top brands such as Adidas, 7UP and Doritos took advantage of staged events to get access to real people in real time.

These ads became an instant success. It’s reality TV in ad form. Viewers love the unpredictability and take an avid interest in real people rather than celebrities.

With social media apps Meerkat and Periscope attracting some 12 million users and counting, live streaming is destined to become ‘the next big thing’ in advertising.

Online consumers still trust word of mouth over any other form of advertising. And live streaming in real-time presents brands with the opportunity to get a genuine reaction from real people!

The number of consumers that prefer to watch video over any other form of advertising will continue to grow. If video is not already part of your marketing campaign, make it a priority inclusion or you could be missing out.