Consumers sure are hungry for their daily digital video. Today, they spend almost 83 minutes per day consuming this type of content, heading toward 92 minutes by 2020, according to eMarketer’s most recent estimates.
For brands and marketers, that growth represents huge opportunities to creatively captivate audiences through site, sound, and motion.
“We define digital video as any audiovisual content that is delivered via an Internet connection or a mobile network,” said Paul Verna, a senior analyst at eMarketer. “That encompasses everything from YouTube, to video on Facebook, to Netflix, to HBO Now. It’s really anything that’s audiovisual but not delivered by cable, satellite, or over-the-air.”
Indeed, given advancements in the underlying technology, a plethora of new video formats have come to the forefront, with multiple channels and platforms for sharing and distributing content, Verna told CMO.com.
In response, marketers have become “brilliant strategists” in terms of using video to drive engagement, conversation, and “measurable, custom journeys toward brand love and purchase,” said Tod Loofbourrow, chairman and CEO of ViralGains, a provider of video advertising technology.