Video Advertising Trends

In this post, we collected 11 main trends in video advertising, which will affect our life next year.

Video advertising wins in the branding market

Digital video advertising is gradually coming out of the digital category and is beginning to compete directly with TV advertising. Forget the terms "TV advertising market", "OLV market", "mobile video market", "SMART-TV advertising market", "advertising market in cinemas". They are no more. To replace them comes a single video advertising market.

Social networks turn into video hosting

Every minute, only about 500 hours of video are uploaded to YouTube. Snapchatcounted 7 billion video views daily, Facebook - 8 billion. Add here Twitter, Instagram, Periscope, Meerkat, Coub and even LinkedIn - and you'll realize that very soon social networks and online videos will actually become synonymous.

Outdoor advertising goes into video advertising and gets the opportunity to target

The number of watched ads will be evaluated based on data from mobile devices on which geolocation services are installed. The targeting will be available: the total size of the audience, its gender, age and the number of ads viewed for each digital screen.

Sites of companies turn into media resources

Look at brands like Red Bull and SalesForce. Take a look at how they use video on websites and how they are perceived by Youtube. Their sites are full-fledged media resources. For example, Red Bull is definitely not an energy drink producer, but rather a news resource with interesting stories and a good set of mobile applications for tracking events in the world of extreme sports.

Video advertising in search results - the main expectation of the year

Google has already completed testing video ads on search. According to forecasts, the launch will occur next year. The new feature will allow the video to appear in the form of icons in the main search engine output. Icons expand when hovering and play full-screen video advertising in automatic mode.

The flowering of interactive opportunities

Now on the scene are interactive features in the video. It can be various forms with social integration: research and audience surveys, e-commerce buttons and mini-sites with augmented interactive game. Interactive increases the involvement, and also increases the percentage of searches and the level of conversion from views to incoming requests.

Formation of the industry of personalized video

Personalization touched all the basic directions of digital marketing. RTP (real-time personalization) technology allows you to customize video for a specific person with a personal appeal and a personalized video. This creates a wow effect and quickly immerses the audience in the right context. In some projects, due to the use of RTP, we managed to achieve conversion growth of up to 1500%.

Banners evolve

Graphic advertising is now losing the market. Banners evolve in inpage-video. "Outside" is increasingly being digitized. Unfortunately, nothing will help the paper press.

Views are not so important anymore

Views have been the main metric for many years - they are easy to measure and easy to report, plus all participants in the advertising industry converge in the understanding of this metric. However, they do not correlate well with the return of marketing investments and describe only the tip of the iceberg, as, indeed, the CTR. Marketers should pay more attention to the duration of viewing advertising, the actions taken after watching the video, the proportion of "clean" views - meaningful and committed by real people, within the metrics of view ability.

Technology programmatic goes into social networks and native advertising

Now with a huge speed grows programmatic native (the purchase of real-time advertising on the basis of the auction in a broad sense). For example, in the US there are companies that have 80% of the marketing budget only for sponsorship stories on Facebook and Instagram. According to experts, next year there will be a sharp increase in this direction. Moreover, more and more platforms are beginning to support native formats: Twitter, LinkedIn, Snapchat and even Tinder. Most likely, the programmatic technology will begin to be used as a distribution channel for content. Brands began to understand that with the help programmatic you can tell stories that are indirectly related to the brand, and in a relevant place and relevant people.

Mobile - the only market for new opportunities

Mobile has already caught up with the desktop in many ways, and the sunset of the desktop era has loomed on the digital horizon. We, finally, are witnessing the main news of the outgoing year: the computer is no longer the main channel for Internet access. Today, consumers collect information from various sources and connect with the brand absolutely at any point, the center of which becomes a mobile device. In fact, the mobile is now the only market for new opportunities and the main point of growth for advertisers. Everything becomes mobile, everything becomes programmatic.