Video marketing dominated online spending last year and there’s no reason to think this will change in 2022. In the wake of the pandemic, 83% of marketers are using video content to advertise, educate, and entertain. As a medium, video continues to be increasingly effective and engaging with new formats and a rise in consumption. It’s a train your business cannot afford to miss.
Here are the top seven video advertising trends you can expect to see more of shortly.
Due to the abundance of video content on the internet today (people watch more than one billion hours of Youtube videos every day), advertisers face an endless amount of competition. Customers with the ability to watch virtually anything will only watch an ad if it is relevant, attention-grabbing, and valuable to them. This has resulted in fewer people watching ads across nearly every medium. Similar trends are leading brands to test short video ads that aim to beat the skip button and serve short attention spans.
Short bumper ads present a creative challenge for marketers who must tell a brand story in under 15 seconds. The format calls for impactful content that induces an immediate emotional response from the viewer.
Concise video ads like these have become a staple in a focused marketing strategy. According to a study by Google, 90% of bumper ad campaigns boosted global ad recall by an average of 30%. It's safe to predict that more brands will jump on board with this trend this year.
Over the top (OTT) is a term used to describe content providers that stream media over the internet. There are currently three videos on demand (VOD) models dominating the industry:
In contrast to traditional commercials, OTT allows marketers to target customer segments, insert ads, and use advanced analytics to create shorter, more targeted ads. Viewers on a streaming OTT device can’t (for the most part) skip or avoid ads hence, video completion rates are a lot higher for OTT advertising than for in-browser video ads.
Smartphones are ubiquitous, they are everywhere. Consumers now rely more than ever on their smartphones for news, shopping, and entertainment. It's crucial to create an intuitive user experience for your services (including ads) on a mobile platform.
Mobile phones also influence how we create content. The majority of video content created today is oriented toward vertical screens, called vertical video. It’s a trend that has led many brands to create vertical advertisements for platforms such as Instagram Stories and Facebook. We expect the development and use of mobile-first content to continue well into the foreseeable future with platforms dedicating even more space to videos.
Cinemagraphs are a new form of digital art that’s gained immense popularity online. It consists of a blend of photos and videos that contain subtle motion playing in a seamless loop while the rest of the image remains static. It’s a visually interesting effect that plays like an animation. The key point here is capturing the viewer’s attention.
Cinemagraphs tend to gather more interest than static photos without going through the involved and time-taking process of creating a professional video. Although it requires creativity and perspective, it's an interesting way for advertisers to convey their message at a lower price point than traditional video ads.
A recent survey found that 76% of consumers trust content shared by their peers more than brand content. This highlights the importance of leveraging user-generated content (or UGC) to build trust with your audience. User-generated content (UGC) is defined as pictures, videos, reviews, social media posts, or any other relevant content created by fans of your brand. UGC is not only more budget-friendly than other forms of marketing, but it is also shown to generate 7x more engagement than brand-created content.
What makes UGC most appealing is the authenticity it presents to an audience. Consumers want to engage with brands they feel a connection to. The best way to build this relationship is through transparency and authenticity. Those brands that find ways to involve their fans do more than just market to them; they create an exciting community people want to be a part of.
In-stream ads allow advertisers to place 5-15 second videos directly within other videos playing on consumer devices. These short, mid-roll ads can be optimized for views, brand awareness, app installs, reach, or engagement. This feature has also proven to be highly effective: 70% of ads are watched to completion. In-stream ads are non-skippable and maintain an average on-target rate of 89%.
As video consumption grows, platforms such as Facebook, Instagram, Twitter, and even LinkedIn have made video marketing a primary focus. According to a Forrester report, video ad spending is likely to cross $100 billion by 2023.
Mobile-first video is likely to see the largest jump in ad spend. More than 50% of all video views come from mobile devices, making it the fastest-growing segment of all video. Those looking to take advantage of this growing opportunity will need to focus on producing high-quality, story-driven video content.
Marketers driving this spike in video-ad spending will also be leaders testing new and previously mentioned methods. In the coming year, we expect to see more brands implementing vertical, six-second, and non-skippable ads into their online marketing strategies.
To help build out your video ad and marketing strategy, get in touch with us. By leveraging the latest technology and professionals with decades of experience in enterprise strategy development, our team will work closely with you to achieve the results you need.