Adding life to messages is the next big thing that the
marketers all around the globe are vying for. The decision makers are in love
with the new growing popularity of online videos because it is capable of
providing maximum impact within the shortest span of time.
Studies indicate that videos are more superior when it
comes to establishing a personal & emotional connect with the viewers.
As per recent comScore report:-
The graph above
shows that the digital video market has a wide and diverse range of viewers
available. In fact video advertising is growing faster than any other content
marketing options.
However, there are
a few things that the advertisers need to keep in mind when they devise and
execute a video advertising campaign:
1. Rise in
the number of video platforms - We are seeing more and more publishers
offering Video content to their consumers. This is turn is providing marketers
with a wide choice to execute videos advertising and reaching the desired
target audience.
2. Access from
multiple devices - With the explosion of mobile
phones, more and more people are accesing video content throgh their
smartphones as opposed to laptops & desktops. Thus, marketers who
are making videos a part of their core content marketing strategy also have the
option of reaching their
target audiences through multiple devices. The challenge lies in
adjusting to smaller screen size and shorter attention spans of potential
consumers. We will soon have users accessing content though connected TVs, wearables
etc.
3. Business
casual - Being formally casual is the new norm. Marketers are now
creating videos that are more irreverent - and more engaging. We see videos
being more informative, intensive, upbeat, entertaining and easy to
digest. Formal communication is becoming passe in the digital world.
4. Sharing
skills - Social networks are becoming a second home or even first home
for the digital natives. We see users sharing interesting content within
their social networks. This can give brands an opportunity to ride on the viral
factor.
5. Less is
more - Attention span of an online consumer is 10 to 15 seconds
for a video content. To exit out is just a button away. Hence brands have
to create crisp and engaging / immersive video content.
So, before giving a
final go ahead to the video campaign , marketers would do well to factor the
above in so that they are able to leverage the best out of their video
advertising campaign.
