Video Marketing: 3 new trends to consider in your strategy
Marketing 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.
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.