The Six Video Ad Trends That Are Set To Dominate 2017
In this post, VertaMedia co-founder Alex Bornyakov explores the things that will shape digital video advertising in the coning 12 months. This article originally appeared on Forbes.com
Please note this article is written in the context of the US advertising market…
Digital video advertising is a hot topic that’s about to reach its boiling point. No doubt driven by increasing consumption and Cisco’s much-quoted prediction that over 80 per cen tof internet traffic will be video by 2020, interest in digital video advertising is soaring and online video ad spend is expected to grow 31 per cent next year.
But the video advertising landscape isn’t simply expanding, it is also advancing and evolving. After years of experience working in the industry, I am keenly aware that technological developments, new formats and emerging platforms are continually adjusting its direction. So what are the key trends that will dominate video advertising as we head into 2017?
The Future Of Video Advertising Is Social
Video ad spend on social networks is escalating for one simple reason: Social media is where the consumers are. Thepresidential election illustrated the extent to which we – rightly or wrongly – rely on social networks for news and information and a large proportion of the content consumed on these platforms is in video form. Social video ads are particularly popular among marketers looking to expand brand awareness, as video is a highly engaging format that creates an emotional connection with the viewer and is frequently shared.
Facebook – which receives over two-thirds of global social network ad revenue – is the major player here, but other networks are increasing their offering. Twitter recently opened up its ad program to allow content creators to monetize their videos with pre-roll content and Pinterest has launched promoted videos. Social video will continue to grow over the coming year with ad formats expanding to include native video and in-the-moment live stream ads using services such as Facebook Live.
Mobile Will Create More Opportunities
Mobile video is one of the fastest-growing ad formats – with almost a quarter of digital ad budgets already allocated to it – but its potential is only just beginning to be explored. Google has just introduced native video ads for mobile publishers to make mobile formats faster and more effective, and in 2017, further technological advances will allow mobile video advertising to become more engaging and creative. Advertisers will focus on building native, shareable experiences, and mobile video advertising will become increasingly affordable, making it more attractive to smaller businesses.
Brands Will Communicate Via Video
Email newsletters continue to play a major role in marketing strategies; embedding video into these emails will become increasingly popular next year as brands seek to maximize their effectiveness. Newsletters with embedded videos have high open and click-through rates, and videos can be used to build consumer relationships through creative brand storytelling.
Virtual Reality And Augmented Reality Will Become Mainstream
The phenomenal success of Pokémon Go shows users are ready for augmented reality experiences, and products such as Google Cardboard and Daydream are making virtual reality far more accessible, so video advertising will become increasingly experiential over the coming months. YouTube already offers 360-degree video ads, with BMW and AT&Ttaking advantage of the format. Sony became the first brand to trial Snapchat’s 360-degree offering with an immersive video ad for its movie Don’t Breathe. By the end of 2017, this emerging technology will be considered the norm.
Video Ad Lengths Will Vary By Platform
The spotlight has been on shorter videos over the past couple of years and, with YouTube launching six-second bumper video ads, the focus has been on reducing ad lengths. But with the demise of the original micro-video platform Vine, the industry has taken a fresh look at how videos of different lengths perform.
Facebook’s success with video is often attributed to the fact it runs shorter ads, but video completion rates on the platform are actually highest for those in the 30-60 second range. In 2017, advertisers will need to avoid a one-size-fits-all policy, gauging ad length by platform audience. They will also need to consider what they hope to achieve with the video ad. Do they want to inform or entertain? Are they introducing a new product or reminding consumers of an established brand? These factors will all impact ad length.
Read the full article here.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.