The Six Video Ad Trends That Are Set To Dominate 2017

The Six Video Ad Trends That Are Set To Dominate 2017
SHARE
THIS



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.

 

 

 

 

 

Please login with linkedin to comment

cigarettes Designworks Video Analytics VR

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]