Innovative strategies help digital advertisers meet marketing prospects with engaging video ads.
FREMONT, CA: Proving to captivate the audience, video is becoming a popular marketing medium these days. This is the reason why the world reportedly watches 1 billion hours of social video per day. The way digital advertisers conceptualize, create, and disseminate video ads will have a significant impact on the marketing ROI now and in the future. New formats and increase in consumption make video an effective, engaging advertising medium. It is something that brands cannot afford to miss. Here are top video advertising trends that marketers can expect to see in the coming years.
• Shorter Video Ads
Today’s abundance of video content creates an endless amount of competition for digital advertisers. Customers with the ability to watch virtually anything will only watch an ad if it is relevant, attention-grabbing, and valuable. As a result, the amount of time people spend watching ads has reduced. This trend is leading brands to test short video ads that aim to beat the skip button and serve short attention spans. Short ads present a creative challenge for marketers who must tell a brand story in under 15 seconds. The format calls for impactful content that can induce an immediate emotional response from a viewer.
• OTT Advertising
Over the top (OTT) is the concept of distributing streaming media over the internet. These services are disrupting traditional broadcast television and have led a new generation of consumers to enter with satellite and cable services. Marketing through OTT platforms offer benefits similar to those gained from conventional online advertising. Unlike traditional commercials, OTT allows marketers to use targeting, ad insertion, advanced analytics to create more personalized video ads. Viewers watching video ads from an OTT streaming application cannot skip or install an ad blocker. Given that, video completion rates are significantly higher for OTT advertising than in-browser video ads.
Cinemagraphs are the latest form of digital art, gaining popularity online. It is a photo and video hybrid containing a subtle motion that plays in a seamless loop while the rest of the image remains still. Cinemagraph is a visually exciting effect that creates the illusion that the viewer is watching an animation. Cinemagraphs are made using high-end cameras and a post-production tool to composite a series of photos or video recordings. Cinemagraphs create more interest than photos without the involved process of the video. It calls for a bit of imagination, but it is the way digital advertisers will tell their stories in the years ahead.
• User-Generated Content
In this digital age, word-of-mouth marketing remains a valuable asset for brands. This underlines the importance of user-generated content to build trust with the audience. User-generated content can be defined as pictures, videos, reviews, social media posts, or any relevant content created by unpaid fans of the brand. User-generated video ads show seven times higher engagement than standard brand-generated content. What makes user-generated content more appealing is its authenticity. Today, customers are no longer impressed with pushy sales tactics, and they want to engage with brands that they feel an emotional connect.
Digital marketers driving this spike in video ad spend will be the leaders in testing the above-mentioned new video advertising formats. Optimized video ads could create the perfect storm for capitalizing on video’s increasing popularity.
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