There is a fast shift among advertisers to embrace digital advertising. According to eMarketer, digital will overtake TV ad spending this year for the first time by representing the 37% of US total media ad spending. So, it’s no secret that video became a top investment priority for 2017. To stay ahead of the game, it’s important to start strategizing marketing efforts by leveraging video trends that best benefit your brand.
Here are five online video trends that should shape your marketing strategy this year:
1. Mobile Continues to Grow
As mobile is the go-to device for surfing the web, checking social media, and watching video, it is the source of more traffic on the internet than desktops. With 46% of video consumed on a mobile device, mobile video is one of the fastest-growing ad formats.
While creating a mobile video strategy, keep context in mind. Mobile internet users are usually on the go, and screens are smaller. So, what’s important to them? Shorter video content that captures their attention quickly typically does better on mobile. But for complex information, longer videos perform better—even on mobile. It is also important to keep in mind that mobile users who watch videos do so in public spaces with little or no sound. So, ensuring videos can be watched in all ways—with or without sound—is crucial for success.
2. Digital Ad Spend Will Outpace TV
According to eMarketer’s latest ad spending forecast, advertisers will spend more on digital ads than on television ads. This means digital will account for 37% of US total media ad spending this year.
As traditional advertising falls behind, pressure on marketers to optimize digital strategies increases. In 2017, marketers must be prepared to deal with the implications of a transition from TV to digital advertising and find ways to advertise through digital platforms.
3. We’ll See More Live Video Broadcasts From Brands
Live video is becoming a huge hit. After Facebook introduced it to the market with Facebook Live, audiences started experimenting with live video streaming on social media to engage with their followers. In a short amount of time, the feature spread around different platforms such as Instagram. According to research, millennials are the biggest consumers and creators of live video. 63% have watched live content and 42% have created it.
Live video is a powerful tool to interact with consumers, build trust, stream events, and track engagement in real time. BMW just used Facebook Live to launch its Intro 5 Series, and Dunkin Donuts’ live streaming of its test kitchen was a hit with fans. As we go further into 2017, it is expected we’ll see a major increase in the number of live broadcasts, and this format will have cross over with other content types such as 360-degree video and augmented reality.
4. Content Personalization & Native Advertising Continues to Rise
By 2021, native advertising is predicted to drive 74% of ad revenue and nearly two-thirds of all mobile display ads will be native. With ad units so tightly integrated with the user experience of an app or site, it’s key that marketers don’t simply rehash creative from other platforms for these ads. A personalized approach to content and a focused mindset with distribution is key if you want to avoid making a bad impression with your brand and interrupting the user with an out-of-context ad. Quality over quantity is the name of the game here. Focus on distributing content that’s in line with the user’s demographics and customer journey to make the most of native ad units.
5. 360 Video Has New Usage Areas
According to a research, 43% of media buyers think 360 video will be the next large video growth area in 2017. 360 video gives control of the camera to the viewer and it is a great way to let the audience feel like they’re looking at the product in person.
360 video gives marketers an opportunity to demonstrate product-specifics when in-market consumers are interested in product details, making it a great fit for a wide range of industries—from auto to real estate.
With the overwhelming growth in video, it’s important for marketers to seize the day and incorporate these trends into their strategy. Keep these five video trends in mind while shaping your marketing for 2017, and make 2017 the best year ever!