Video viewership reached an inflection point last year. The Internet has become the primary way for people around the globe to watch videos.
In response to changing viewership patterns, brands have changed how they approach to video. To help, here are few ways advertisers are making changes to improve results.
Connected TV and streaming video are in demand
The popularity of streaming was growing before the pandemic. People were increasingly abandoning linear television. A larger group of people in the U.S. households watch streaming content, outnumbering those who pay for conventional TV services.
Streaming enables people to watch anything whenever they desire, be it a movie, a music performance, sports, or a video that helps fulfill a timely need.
With more time spent at home, viewers are running content on connected TV screens. Despite the demand for YouTube on mobile devices, TVs are now the fastest-growing screens worldwide.
Streaming and CTV can be challenging and exciting for advertisers. Planning what to buy and measuring impact aren’t new challenges. However, there are new and important solutions underway to address these problems.
The streaming revolution gives advertisers more opportunities to connect with their target audiences, including viewers who have abandoned linear TV platforms for streaming platforms. The number of ad-supported platforms with scale, even though this landscape may seem like it further fragments audiences we all want to reach, is pretty small.
Embrace the move to e-commerce
The rapid developments in retail behavior have led brands to rely on e-commerce to involve and motivate likely consumers during the purchasing course. Across the globe, online video is proving to be a powerful performance driver.
Over the past year, advertisers have seen nearly a billion exchanges from videos with action-oriented formats.
In acknowledgment to store closings, some labels repurposed existing video creative, partnered it with appropriate messaging, and ran a campaign, delivering campaign results four times as efficient as other tactics. At the same time, others pushed visitors to its site with promoting sequences and response formats that guided customers instantly to their coveted items.
Stream your content where consumers are
In America, YouTube had the most viewers. A significant portion of growth is occurring on the television platform. There is a record number of digital video viewers. YouTube and other online video services attracted more new viewers.
They interact with forward-thinking brands when they see them on a big screen.
Combining creativity with innovation
Brands were challenged to find the right creative for such a time of unprecedented change after the pandemic struck.
Most brands recognized the need to be adaptable and artistic to adapt to evolving needs and mindsets, but they did not certainly have to make pandemic-related ads to push outcomes. Those brands that succeeded used creative approaches and advertisements that were relevant to reach and interact with customers.
Focus on building your brand
Even when they’re essential to a firm’s growth, brand-building investments are often cut during crisis times. The effectiveness of brand building on YouTube is exceptionally high, with lift metrics significantly higher than linear TV.
The first thing to be cut during a crisis is brand-building, even when it’s crucial to business growth.
In addition to reaching a vast audience, online videos can also focus on products and convert at a specific ROI.
Measuring your results in a new way
Analyses are crucial regardless of what you are trying to accomplish. A year of change and ambiguity impacts every market differently. Marketing professionals are becoming more adept at evaluating what works and readjusting on the spot. The key to test-and-learn success is to keep a healthy appetite for experiments.
Summary
The digital video industry is experiencing an exciting time, as these trends demonstrate. The power of video to engage viewers is unmatched, while advertising can reach customers in ways never seen before, and creators can create in ways never seen before. In a post-pandemic world, television, e-commerce, and short-form video are continuing to accelerate, so I’m looking forward to seeing what new trends are emerging.
