A video dominates the internet than any form of content types. Video marketing has a huge potential to deliver your brand message to the audience. As we close in on the next decade, roughly 86% of marketers are using video ads content to advertise, educate, and entertain. New formats and a rise in consumption continue to boost video as an increasingly effective, engaging medium. If you want to succeed in online advertising you should consider video adverting in your marketing activity.
- Vertical Video
Like it or hate it, vertical video is here to stay. One giant flashing sign pointing to this is the massive growth of Instagram Stories, with the popular feature of the app growing from 400 million users in June 2018 to 1 billion in March 2019, with no signs of slowing down. After being popularized by Snapchat App and instantly taken over by Instagram, Facebook and YouTube have also included it on their platforms. Last June, Instagram launched IGTV, marking the first platform for long-form, vertical-style video content. While still in its infancy, it’s became a new standard for video advertising. You should always consider vertical video ads in your video advertising strategies.
- OTT advertising
Over the top (OTT) is a fancy term used to describe content providers who distribute streaming media over the internet. These services are disrupting traditional television and have led a new generation of consumers to “cut the cord” with satellite TV and cable services. There are three kinds of video on demand models currently in OTT industry:
- Subscription VOD- Netflix.
- Transactional VOD- Amazon, Google Play.
- Ad-supported VOD- YouTube, Twitch, Vimeo.
Marketing Campaigns through these platforms offer benefits similar to those gained from conventional online advertising. Unlike traditional ads, OTT allows marketers to utilize focus targeting, ad insertion, and advanced analytics to create shorter and more personalized ads. This enables brands to run full-screen ad designs to the viewing habits of an entire household. An audience watching these ads from an OTT streaming device can’t skip or install an ad blocker. As a result, video completion rates are higher for OTT advertising than in-browser video ads. The number of places to advertise through OTT is growing significantly. Not only would this technology maximize the potential of ads campaigns, but it would also ensure viewers are seeing ads that actually match their interests and Preference. In the years to come, OTT could rise to be one of the most focused channels available to modern advertisers.
- Shorter Video Ads
Today’s tremendous amount of video content creates an endless amount of competition for advertisers. Customers who have the ability to watch virtually anything, will only watch an ad if it is relevant, very attention-grabbing, and valuable. As a result, the amount of time people spend watching ads has declined across every medium. People don’t have much time to watch even 30 second long ads. Similar trends are leading brands to test short video ads that aim to beat the skip button and serve short attention spans. Short bumper ads present a creative challenge for marketers who must tell a brand story in under 7-15 seconds. These formats call for impactful content that can induce an immediate emotional response from an audience. According to an important study by Google, 90% of bumper True view ad campaigns boosted global ad recall by an average of 30%. It is a safe prediction that more brands will jump on the trend this year.
- Mobile-first Advertising
Smartphones have become a necessity these days. In 2019, mobile devices accounted for over 52% of all worldwide online traffic, and all video marketing stats show their continued growth. Marketers are very well aware that consumers now rely on their smartphones for news, shopping, and a significant portion of their entertainment. As a result, forward-thinking brands and businesses have worked to make their websites, advertisements, and even services, mobile-friendly. Creating this intuitive user experience is crucial during a time when nearly half of all online transactions are done on phones. In addition to changing the way of usage, smartphones have also started to influence the way we create video content. The majority of videos recorded on mobile devices today are being shot in an upright format known as vertical-video. It’s a new trend that has led many brands to create vertical advertisements intended for platforms such as Instagram Stories, Snapchat, and even Facebook. Use of the vertical format enables marketers to get engaging and attractive content in front of modern customers and minimize on-screen distractions. Additionally, the advancement of shoppable Instagram stories and vertical video platform- IGTV have created a practical motivation to create in this kind of formats. We can expect the use of mobile-first content to continue spreading well into online video advertising.
- Getting more Google and SEO friendly
Last August, Google added auto-playing video previews to their search result pages on mobile devices. This means that when people search Google, relevant videos can appear at the top of their search results, simultaneously playing a preview, making them extra eye-catching. Google is the world’s largest search engine and YouTube as its own products, their focus is to make people engage more with the platform. Google wants to grab more attention to the video content rather than the text-based content. To all businesses, Brands who want to grab the attention of the viewers should focus on making the video ads more Google and SEO Friendly.
- Diversification of Video Formats
The rapid rise of different ad formats on YouTube and Facebook is changing which means that the video ads available to marketers and audiences are becoming increasingly diverse.
This can be seen in a range of places, including the different array of length and picture-quality options now available to those who are looking to post a video online. Perhaps the obvious example is in aspect ratios of a video ad on YouTube and Facebook. Since watching on smaller screens and viewing vertically are becoming more common, major online platforms are quickly adding more and more display options (Facebook already has at least four different sizes for an in-feed video to appear) and YouTube just launched ‘Discovery Ads’ on the newsfeed to display still images than a video.
- Increased Facebook and Instagram video ads
People have seen more and more video content on social media over the last few years. Facebook has over 2.5 billion daily active users, with Instagram hitting over 1 billion daily users in early 2019. Social Media Examiner took a survey of marketers and found out that majority of them plan to increase their Facebook and Instagram ads in 2019 compared to other platforms. This means Facebook and Instagram have much potential, but also are most competitive. These platforms have their own advantages and disadvantages. These social networks have a huge potential to reach a larger audience.