how streaming helps brandsMarketing managers are facing an evolving market, fragmented and difficult to understand. In this context, video is revealing its strengths, it is a cohesive element of the marketing strategy and profitable because it is a format that can be distributed through many channels.

Video Advertising

The programmatic ad purchase is still one of the main channels for the distribution of video content. Regarding this issue, there is talk of a problematic use of metrics visibility and effectiveness of these ads is being questioned.

According to Integral Ad Science data collected in this article, in-stream ads served by banners are popular for those who want to use video as a support for their advertising. What place occupies then the pre roll video format that has become so popular? According to the MRC (Media Rating Council) less than 2 seconds are not being considered as a reproduction display and therefore the pre-roll is out of all statistics. We though refuse to believe that a video of two seconds cannot generate a certain impact on the viewer and private labels should be the ones to establish their own criteria.

However, online video is rising and this trust in the media is evidenced by agency clients who are increasingly demanding allocate part of their budgets to video content, 48.3% versus 38.1% in 2013 according to BrightRoll.

The new ecosystem: a growing online video interest in social networks.

As we have seen, measuring the visibility of video ads is difficult. Until now, the main concern of the industry and the brands has been how to find out if the has had any impact on the consumer.

Facebook and Twitter have already started with video content publishing and with these new channels to some difficulty is added in creating and planning a campaign. Twitter stands out for its ability to go viral. Facebook positions itself with a more agile viewing experience against YouTube. In Facebook, videos are consumed in the timeline and this facilitates the user to scroll down without actually viewing the content.
These developments in social networks are a good news because they are improving the distribution and segmentation of the campaigns but now, with the entry of these new publication channels, brands can no longer ignore the power of the first two seconds.
It is clear that “a great story is a great storyas The Guardian stated last week and creativity can work for all channels, including traditional TV but now, in order to maximize the video marketing campaign ROI it’s important that this plan is based on the behavior of consumers in these platforms or social networks.
A good tip is to use a professional video platform that will help us in the planning and distribution of video content for multiple channels and which can also offer global data for a campaign overview.
Mobile is a must-have for trade marks according to Google
The mobile screen becomes a privileged space for brands to establish personal relationships with viewers. Users, especially millennials, are 1.4 times more favorable to receive the impact of brands on their mobiles than via computer or television (Google Facts)
When users have a need for information at a time and in a particular location, they use their mobile devices to resolve their concerns and when it comes to a purchase process, the of use video is increasing. 50% say that the videos included in a corporate web help them to make a decision. In addition, 90% of children under 30 years have a smartphone and use it on a daily basis to access their social networks (The Coctail Analysis).
Therefore and in conclusion, brands must plan their video content not only for multi-channel consumption but also multi-screen.
The online videos must ensure their effectiveness in both aspects. They must first conquer distribution channels even though users are those who have control over the viewing experience. Second, they should think in the display context and operate the engagement through mobile videos.