How Video is Driving Businesses to Higher Conversions
Media consumption per week increased 85 % from 2016 to 2021, according to Limelight's State of Online Video 2021 report. By 2021 consumers will see more than eight hours of streaming online videos each week, and the average video industry will grow by over one-third between 2021 and 2026. Online video advertising is an engaging ad format commonly used to build brand awareness campaigns. Still, it has also become accepted as a performance solution using new features and full-funnel applications. Five rules must be followed in this guide, and video ad examples should be followed on all steps in the Customer Journey to ensure the maximum effectiveness of OLV advertising.
In the first stage of the customer's journey, video is a good fit as an awareness campaign. Online videos can be used to drive brand recognition by targeting consumers with high intent to purchase the product or service advertised. Using video ads as a pre-sales tool can give viewers a sneak peek into what they'll see — and feel — if they buy the product.
For instance, marketers can put potential customers at ease by showing them how to use the product before buying it. That way, viewers feel more comfortable about making a purchase and confident that once their transaction is complete, they will be able to properly operate the product or service. When viewers are interested in learning more, video ads show them how to make the most of their purchase. Videos can highlight the benefits of a product or service, as well as answer any questions that people may have about it.
Seven ways video advertising changed in 2021
The video landscape expanded in 2021 in ways that are unlikely to be reversed for long. Brands used videos to notify customers & stakeholders while consumers used them on their phones to make purchases and pass the time online. Marketers, for their part, used video to reach potential customers who spend much of their time in digital spaces that are primed for interaction with dynamic content. Here are seven of our findings on what changes will change your YouTube strategy in 2022 and beyond, including the digital age and future digital advertising for businesses.
1) Videos are everywhere.
The number of online videos exploded in 2021, with consumers watching over 6 billion hours each month. This is the equivalent of 100 million 24-hour days or more than 1,100 years' worth of video! While people watch an average of 36 percent less TV today than they did in 2016, their digital video consumption has tripled over the same time period. Most people are watching videos on their mobile devices, with 75 percent preferring to watch videos on their phones. Of course, this means that marketers need to know how to optimize for mobile screens.
2) Millennials will play a pivotal role in future buying decisions.
As they grow up through the 2021, consumers born between 2000 and 2005 will be a key driver of business strategies, including those based around video. This group is now the largest part of the consumer market and has surpassed Gen Z as the demographic most likely to view digital videos. By 2021, they will control $1.4 trillion in buying power, making up 25 percent of all retail sales. They will also influence $500 billion in spending as they enter adulthood and eventually form their own households.
3) The offline video market has expanded significantly.
By 2021, consumers watched nearly 10 percent of all videos offline – a huge jump from the 8 percent that was recorded in 2016. Over 40 percent of YouTube's viewing hours occur on television screens, mostly smart TVs. Of course, this is because more people are opting to watch video content on their phones and other small screens.
4) More videos will be served up by AI.
We estimate that nearly 30 percent of video ads served worldwide come from AI-powered systems in 2021, which is a significant increase from 2016, when the same figure was only 5 percent. With AI, marketers can target ads to specific audiences and gain insights based on how users interact with content. Brands should pay close attention to trends in AI video advertising, as failure to do so will mean that they fall behind competitors.
5) Video content will become more interactive.
By 2021, more than half of all videos viewed online will be interactive – or "smart" – videos. These videos allow for viewer participation and engagement, such as providing personalized responses to questions or offering polls allowing users to vote on certain issues. They can also include brand integrations that involve viewers more directly in the marketing experience; we estimate smart video ads alone will be worth $260 million in 2021.
6) Audience retention will be an important metric for marketers.
We found that 72 percent of online videos are viewed to completion, with only 28 percent abandoned before the end. This is good news for marketers, who can see higher conversions when they deliver long-form content that viewers stay on until the end. Marketers should be particularly concerned with audience retention when they deliver ads and other content in between videos, as audiences tend to tune out rather quickly in this scenario.
7) Marketers will increasingly need to track video viewers across screens.
We found that nearly 40 percent of marketers already do this; by 2021, we expect that number will increase to 70 percent. This "multi-screen" tracking allows for a more holistic understanding of audience behavior, which helps brands better engage with customers across different devices and formats. Marketers should pay attention to this trend to ensure they are making the most out of their video content investments.
The Complete Guide to Online Video Advertising
Tell me the logical approach to making advertising in video and mobile video games resurrected in 2015? We will discuss the best video advertising trends and how to understand them. In the beginning of 2013, online video ads have been ranked as a priority for marketers. In 2014, it was still there - but now advertisers are being asked to determine whether they should spend more or less on paid video advertising next year.
In addition , Cost-Per-Click (CPC) is so much lower than other forms of advertising, and views on specific videos can be very high. So what's new?
The Ultimate Guide for Brands that Want to Benefit from Video Marketing
There is a plan, as marketers spend more than $ 2.4 billion per year on video ads in social networks some of them begin to look elsewhere: at mobile video games, TV commercials and some others. Of course, I could not be left behind with video advertising is growing more mobile phones and tablets, which everyone knows that the number of mobile phone users has increased dramatically in recent years .
So how can you benefit from these new trends? Here's the ultimate guide to video advertising for brands who want to use this form of marketing.
1. Enter Mobile Marketing
The first thing to do is to go into the mobile market. Instagram has already become an important part of marketing. Now, marketers are beginning to focus attention on Vine and Snapchat - both will be major players in 2015. Do not miss out on all these opportunities!
2. Go Live Streaming
Live streaming video on social networks is a great way to interact with your customers and get new business. One example is Meerkat, the live video application which received $ 50 million in investment money before it was even available . Another example is Facebook's acquisition of WhatsApp for $ 19 billion in 2014.
3. Make Your Content More Interactive
You should use more interactive videos - making your content more interactive will increase brand awareness and customer engagement. Companies like the London Symphony Orchestra are using this type of video to bring their music to life .
4. Brand Video Marketing
This is one way you can let people know about your products, services and other company news. Examples include the campaign "First Kiss" by Wren Clothing , which was very successful - it sparked worldwide media coverage and thousands of views on YouTube .
Why should you include video advertising in your marketing mix?
Video ad allows you to attract users that do not understand texts of advertisements. You could choose a catchy song, a fun beginning line, and a relatable story to keep the audience happy. Analysts expect the use of 5G to drive up the popularity or ROI of your marketing plan with the help of your new digital marketing platform. Using 4G as standard data services in the United Kingdom a shorter time to process 4g video ads would lower overall costs and increase productivity. Recently Verizon created a cartoon Monster called HypeZilla and showcased its commercial clientele. It showed how an acting character with a motion-capture costume was animated live in Facebook chat and broadcasted across. The social network broadcasted the ad in real time with a Facebook Live API. The Monster animation was posted on YouTube and it got 5 million views in less than three days.
The use of video advertising is currently growing at an annual rate of 77%. It may be due to various factors such as online video has more organic traffic compared to organic search.
Advantages of video ads
YouTube recently revealed opportunities for marketers to post ads with "edgy" created content. Videos ads are shareable, increase their reach, and most digital streaming services use built-in share buttons. Videos also convey much information briefly, so video advertising is perfect for telling a story. Imagine what people can do before experimenting with your ads and then make a good creation strategy. You can also optimize video for mobile phones and check whether videos play smoothly on mobile phones and look great on small screens. Would you please take a picture concerning its direction also? For example, many folks keep their smartphone on its screen horizontally for the maximum benefit.
It's also great to use video as a convenient and fun way to enhance other ads. For example, you can create an advertisement that adds images and text to the face of a young woman who smiles and explains what your product or service is, then follow up with a clickable link. This makes it easy for people to quickly see the benefits.
Increased time spent watching video content
The Nielsen report has shown that homebound consumers are responsible for a 60% increase in video content watched worldwide. Today consumers average 6.5 days of video in 24 hours on average. Consumers now consider Video a valuable tool in their arsenals. In addition, they understand all the possibilities for virtual reality with AR audio content or retainable video content. The consumer demand for great video content has never been higher, and thus the stakes are higher for brands without video presence.
Changing video demographics
Researchers say streaming is no longer a young adult's game, with consumers who are 55 and older making up 26% of the streaming audience compared to 19% in 2018. However, this finding older audiences are often kept aside in digital space. Those who decide to target older viewers in their video productions may fare even worse than those who have none. Brands and Marketing may incorrectly assume their targeted audiences online will primarily consist of Millennials and Gen Z, but Nielson says this is not the case now. Branding would probably fare better in expanding the reach of an older crowd.
Video ads combine video and products to aid in getting more information and understanding your brand. These advertisements can contain interactive features such as scrolling buttons, search, and registration forms. Promotions should drive interest from people already exposed to your awareness video ads and offer a coherent message for potential customers. Ad formats encourage existing customers to explore your offerings and products.
Online video advertising is one of the solutions digital marketers have to invest in this year to become ready for the future of advertising. The 2022 Digital Advertising Manual has been released: Rethinking Budgets and Channels for the New Customer Experience. Tricia is a journalist obsessed with learning, and she has written about many topics ranging from marketing to marketing to cocktails and vegan foods. She probably goes by New York in New York or cooks up a morning meal when she isn't producing content. Download Brief's digital advertising book 2022 Digital Advertising Manual for the data and advertising strategies geared towards serving a diverse client base.