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. The presidential 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.
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.
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.
Demand For Viewability Metrics Will Rise.
With video advertising a firmly established feature of digital strategies, brands are increasingly concerned with measuring performance and viewability is top of the agenda. Facebook, Youtube, and other social media platforms have built-in metrics that can provide all of this information to the client.