Video content is becoming (if it already hasn’t) the dominant force in online communication. The video product has seen a world of refinement ever since it came to existence. Online videos are changing the way how audiences are engaging with the content and brands. Therefore, advertising too has found a new focal point in video content for its campaigns. Videos are the current go to vehicle for communication and video advertising the way forward for all businesses and brands whether big or small to get reach out to their respective target audiences. Given the current environmental advantages, video content is set to increasingly dominate the advertising industry for the next decade.
5G – New data standard: 5G connectivity and speed of > 1GBPS on smart phones will make video the default media consumed. High speed will ease in an evolution in advertising formats including opportunities for augmented reality and virtual reality. These formats previously were heavy creatives and needed special technology for streaming. With the advent of 5G all such similar formats are likely to become more mainstream.
Augmented Reality/Virtual Reality: Though not new formats, AR/VR will be the new normal in media consumption in the (very) near future – no more ‘2D’ and ‘3D’ screens. For advertising the AR format will be doubly beneficial as it enhances audience engagement leading to increase in click-performance, storytelling and product interaction enabling users to directly interact with brand through this technology.
Video wave: All major platforms like Facebook, Instagram, Youtube are already all video now; remaining web will fall in line as this transition happens. People share millions of stories every day across these social media platforms. This makes it easier for companies to connect their target audiences in a more engaging way.
Infrastructure improvement: With infrastructure improvement advertisers can expect more efficiency in meeting the increasingly uptight requirements of the brands. To be precise, innovative and emerging technologies surrounding advertising and marketing industries such as OTTs will flourish in the coming years.
Demand for snackable content: The millennial is used to a fast pace and he is already a big video consumer. And in the coming decade this millennial is coming to mainstream life with his short attention span.He neither has the time, nor patience to consume long, text-heavy content. To attract his attention, advertisers will need to offer snackable content to the millennial. Videos, easy to consume and share, will therefore be the default snackable mode for information broadcasting.
Video advertising will offer authentic opportunities for calls-to-action that get users to proceed on the spot. This shall be achieved by creating convincing video stories and promoting them in non-interfering ways through which viewers can permit and remain in control of their online viewing practice. Innovative strategies have given advertisers and marketers supreme flexibility with modern video. The visual content is flourishing today, and the time is right for the advertisers and marketers to fully embrace the potential of video advertising.