Many of the conversations we have with our clients focus on trends we are seeing in the industry. Below we share what we are seeing this year.
The standard conception of advertising tends to revolve around TV commercials, and while those are still dominating ad revenue, digital video (particularly mobile video) is the fastest-growing type of video consumption.
Social media is currently the fastest-growing channel for video marketing, so making videos that are short and sharable is vital for reaching your customers who get most of their content from social media.
We can’t live without our phones and we expect them to help us knock things off our to-do list and entertain us at the same time. This is a big part of the reason digital video is overtaking TV. People are consuming more and more content on the go, and that includes advertising.
Audio marketing is also on the way up. Podcasts are continuing to grow in popularity, and many of them use advertisements and/or sponsors to fund their podcast.
People now listen to music. Online more than ever before. In 2017, about 41% of music was consumed via streaming services such as iTunes, Spotify, or Pandora, all of which have advertisement options, leaving plenty of opportunities for messaging.
Voice assistants are also changing the way consumers are interacting with brands, which means voice search is going to have a significant impact on how consumers look for and find information. You definitely don’t want to be behind the times on that trend.
Social Media Marketing
Technology gave us social media, and now technology is changing the landscape of social media. As AI continues to grow and adapt, we’ll see more things like chatbots, where people interact with robots, rather than people.
Developing technology also allows people to play around with new capabilities, so expect to see more people experimenting with their new toys online.
And while Facebook may have been the original social network, and is probably still the most used, it’s hardly the only one out there. Other networks are continuing to expand their reach and increase in relevance, especially Instagram and Snapchat, which are both great platforms for video.
These channels will likely continue to gain prominence alongside digital video, which currently makes up 90% of all shared traffic online. Experts estimate that as much as 80% of all online consumer traffic will be in video form by 2020.
Let’s Get Personal
The great thing about digital video is that it’s easier than ever to target your ideal consumer. While you know your demographic is likely to watch a certain channel or TV show, wouldn’t it be great if you knew they had actively searched for products/services like yours?
Digital tools allow us to do just that. You can have your video pop up when someone searches for keywords related to your business, or have it appear in their social media feed after they’ve viewed other sites like yours.
Additionally, addressable TV advertising is getting better at letting you choose which households view your ads. That means, instead of everyone who tunes into the program seeing your ad, only the households who are most likely to respond to it will see it. That is golden.
Finally, over the top (OTT) media is a way for streaming content providers to sell video and audio services directly to the consumer. Because streaming media is a standalone product in this case, advertisers get to skip the providers of standard services, such as broadcast or cable television. They go straight to the consumer without having to worry about a third party getting in the way.
But most of all, Tell Your Story
While you now can reach the ideal target any time, storytelling has always been – and remains – one of the most important ingredients in a successful advertising campaign. We are primed to listen to and remember stories, which means if you can successfully incorporate your brand into a story, and make it an inherent part of that story, you’ll be sure to win customers.
We get it. There are a lot of changes happening in advertising, both online and off. But what does it all mean for those of us in the real world? How is this going to impact how we do our jobs?
Come back next week to find out. We’ll be discussing what all these changes mean for advertisers, and if you haven’t already, you can sign up for our newsletter to make sure you don’t miss out.