How Using Video Advertising Ups Your Online Marketing Game

Video Advertising: 4 Trends, 9 Advantages

Television spots are quickly receding in the rearview mirror of advertising. Particularly within the past several years, online video advertising has been reaching consumers in greater quantities. There’s no doubt about it: an advertising video feels more personal and engaging in today online environment compared to TV.

Because of the new frontiers in online digital media, video advertising can be more specifically tailored. In fact, for a single product line, multiple videos can be customized to appeal to multiple audiences at a fraction of the cost of TV ad productions.

In this article, Streng Agency takes you through 4 trends and 9 advantages of today’s video advertising scene.

Video Advertising

4 Trends in Digital Video Advertising

Business spending on digital video advertising is expected to grow 24 percent. That’s over $13 billion, most of which is being done through programmatic avenues. “Programmatic” is the use of automation in the buying and selling of media, whether through internet pathways, other out-of-home applications, or TV.

Most of that action is found online.

As noted above, most of the action -programmatically generated or not- is moving online. Yahoo decided to get on top of the subject by partnering with Ad Perceptions. They produced a survey of over 250 advertisers and agencies. Here are the 4 primary trends that they discovered.

As noted above, most of the action -programmatically generated or not- is moving online. Yahoo decided to get on top of the subject by partnering with Ad Perceptions. They produced a survey of over 250 advertisers and agencies. Here are the 4 primary trends that they discovered.

1. A Red Shift from TV Ads to Digital

Red shift is a cosmological term that describes the movement of an object in space that’s rapidly moving away from the one watching. An apt analogy when it comes to trends in video advertising.

The use of interconnected devices has grown exponentially over the past several years, causing a rapid redshift away from conventional TV viewing by consumers. This is particularly true among people younger than 35 years of age.

The format of digital media allows marketers to create powerful, storytelling video advertising that pinpoints key audiences across multiple devices.

56 percent of businesses surveyed stated that they anticipated moving most of their TV ad dollars to digital video advertising. 71 percent of those surveyed believed that advertising video campaigns are now more effective than those for television.

2. The Power of Personal-Driven Data

Video advertising has opened up the marketing possibilities of highly specialized and personalized ad campaigns. Not only that, but this paradigm includes the ability to make ad content interactive. And that’s something that television formats simply cannot do.

In fact, in another survey -this one originating out of the Boston Consulting Group– businesses that created a personalized experience through today’s video advertising technology saw revenues increase between 6 and 10 percent.

Passive ads are being swiftly eclipsed by more interactive video advertising experiences.

Much of this is because advertising video techniques can use real-time data and insights, allowing businesses to harness full relevancy. The more one-to-one connection a video can make with a consumer, the more relevance it has to that prospective customer or client.

56 percent of marketers surveyed stated that the targeting capability of video advertising is the topmost advantage of the medium. 77 percent stated that leveraging programmatic indicators of online behavior is a primary reason for continuing to shift more of their advertising dollar to digital video ads.

3. The Mobile Mentality

Mobile video has come well into its own. Among some of the most significant innovations that are riding mobile video’s long tail into the future are:

  • Vertical Ads and Video Advertising. This is the type of ad you see on your phone that takes up the full vertical screen. It can also run in between different users’ posts. Vertical video advertising is essentially a copycat of this still-ad style. The videos can run for as long as 15 seconds.
  • Programmatic Native Advertising. This is what happens when the automation advances of programmatic meet the advantage of native advertising. Native advertising matches the form and function of any given platform upon which it appears. The programmatic element enables advertisers to make native ads even more relevant to the consumer.
  • Immersive/360/VR Ad Units. This is the true cutting edge of today’s hybrid video advertising. Immersive -or 360- advertising is the technique of surrounding the consumer with a variety of marketing methods that can include traditional ads, public relations, word-of-mouth advertising, digital marketing, product samples, coupons, retail partnerships, and even VR (virtual reality) tech.

It is widely accepted that at least 72 percent of the video viewing population regularly watch video on their smartphones. With those kinds of numbers, it comes as no surprise that businesses across the globe are shifting more and more of their advertising dollars from television to digital video advertising.

4. Video Advertising Measurement is An Essential Part of Today’s Ad Results Tracking

Being able to measure the results of video advertising during this era of a dramatic surge is a must. And there are a lot of moving parts.

But continued improvements in measuring advertising video effectiveness, and consistency in these measurements, is making the tracking of all these moving parts far easier.

Comprehensive attention metrics that can examine viewability, the length of consumer engagement, and the impact all of this has on a business’s ROI are being perpetually improved upon.

Indeed, the advances made in tracking metrics is cited by 75 percent of senior-level marketers surveyed as the tipping point that brought them over to digital video advertising.

Meanwhile, 42% of marketers surveyed say that it is the lack of reliable metrics and measurements in television advertising that compel them to reduce their TV ad budgeting.

9 Advantages in Digital Video Advertising

9 Advantages in Digital Video Advertising

There is no room for doubt that today’s multi-screen online world has hastened the emergence of digital video advertising as a must-have strategy. Targeted marketing in and of