Last week, we talked about some of the emerging trends we’re seeing in advertising this year. While it’s great to know what’s changing, you probably want to know what this means for you. How does all this translate into how your company approaches advertising?
What does all this mean for the use of online video? A few things:
- Video is not a tactic, it’s a strategy. Having a great video advertising campaign does not mean you don’t need a strong brand strategy – you do.
- No, you cannot just repurpose your TV advertisements. TV commercials are consumed passively, whereas consumers actively choose to watch online videos. That means you have to give them a reason to choose yours.
- Take advantage of different length options. Give people the chance to see more if they want, but don’t force it on them. Don’t be the person who insists on being best friends as soon as you’ve met. Let them get to know you a little, and once you’ve piqued their interest, make it easy for them to access more.
- Viewers are getting used to being catered to. This means, if content isn’t relevant to their interests, they can easily click away – and they will. This gets back to the point about how online content is more active than TV commercials. While they may not always have the option of clicking away from your TV commercial without missing part of their show, they usually do have that option online.
- Take advantage of new technology, but use it to add value, not just to show off.
What does this mean for the research world?
- Know your facts. The increased accessibility of data has led to a corresponding wealth of misinformation. Users are increasingly suspicious of what they see online, especially if it’s in an advertisement. Plus, they can usually fact check you fairly easily, so make sure you get your facts straight.
- Understand the ethics of data usage. The ability to better target our digital audience is tempting, and should be used, but not at the expense of the consumer. It’s a fine line, and in some cases, a blurry line, so tread carefully until the line gets more defined. And listen to your customers when they say you’re creeping them out.
- Researchers need to collaborate with the creative team in order to make smart innovation. What you’ll need to do is take unique client problems and find reliable, trustworthy ways of addressing those problems.
What does this mean for the creative team?
- While storytelling used to be something that was nice to have, it’s now a must have.
- Memory is more important to branding than ever. People are flooded with content these days, and the key to standing out from the crowd is to make an impression that lasts.
- The age of disruptive advertising is over. People can pay more to opt out of commercials in their streaming services, they can mute, skip over, and click out of the advertisements they do see, and they often have the option of saying whether the commercial is relevant to them. Pay attention to these trends, accept that your content will only be seen by those who want to see it, and give them a reason to watch (or better yet, interact with) your content.
- Creative is king. No matter what you’re selling, no matter what platform you’re on, finding creative ways to position your brand and communicate with your audience is more important than ever.
While we’ve done our best to identify trends that are on the way up (which means they are likely to remain important, and even gain importance as time goes on), remember that our world is changing faster than ever and staying ahead of the game is a constant process. Keep researching your audience, keep track of what works and what doesn’t, and above all, stay creative.