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July 12, 2016
Power of Video

Power of Video


By Jessie Martin of 10 Pound Gorilla

It's no secret we are in a digital era. As we get more tech-savvy, what people once viewed on cable TV is now seen on online through desktops and smart phones. Incorporating video in marketing and advertising plans is so popular right now that major leaders in the space such as Business Insider, Mary Meeker, and the Digital Content NewFronts have released new reports and data on the movement. We’ll help simplify it all and give you a breakdown to highlight the most current trends and indisputable facts surrounding video marketing.

Depending on the source, the data may vary slightly, but these notable points remain constant throughout.

  • Mobile ad spending is on the rise. The BI Intelligence report states mobile ad spending will be growing at nearly double the rate of digital spending by 2020, from $17.4 billion in 2015 to $56.4 billion in 2020, or 26.5 percent
  • Video will hold on tight as the leading digital format for both mobile and digital advertising.
  • Impact. Video is becoming such an essential part of any marketer’s plan is because it has the ability to engage and capture an audience like no other advertising platform can.
  • Some experts say 2019, others may tell you 2020, but the point is this: video ad revenue is on track to double within the next few years. So, you may want to get on board!
  • There are some people who just aren’t a fan of video advertisements and threaten the technology’s growth. As video advertising increases, so too does the use of ad-blocking software. In one report, 93% of people have considered using ad-blocking software. But don’t let this dissuade you!

What Makes Video So Impactful?

Video has the ability to awe, inspire, and engage audiences like no other form of advertising can. Search ads don’t tell a story, and display ads don’t say much either, but since film production took off in the early 1900s video has never ceased to captivate an audience — it’s timeless.

Video is an opportunity for your audience to connect with your product or service. When done well, video can be an immersive experience, bringing potential customers into your world. One study found two emotions that resonate with audiences when viewing ad videos, happiness and inspiration. This is true for both genders, but men actually have a more expansive spectrum of emotions they experience while watching ads. There is an index of seven emotions men may experience: happiness, arousal, pride and inspiration, exhilaration, amazement, knowledge, shock; so when pitching ideas for a new video, don’t forget to consider the way you want your ad to make viewers feel.

Who Consumes This Form of Advertising?

Now that we know how a video impacts viewers, it’s important to know who the video impacts. Whenever we speak about the digital age, we’re most likely referring to Millennials. Millennials are 112 percent more likely to share video ads, according to a video survey. This means that not only will your ad get views, but a high percentage of the people who watched your ad are likely to spread the video if they enjoyed it. This age demographic, ranging from 18-year-olds to 34-year-olds, are 23 percent more likely to enjoy ads they believe to contain relevant content. It’s the circle of life for video advertising: a Millennial is most likely of any other age demographic to enjoy your ad, and if so then the individual is more likely to share the content with others, many of which could also be Millennials who enjoy your ad and share it. With spending power of $2.45 trillion, this is one group you don’t want to ignore.

How does video compare to other forms of advertising?

Video is becoming the new way to consume information on mobile. Between 2015 and 2020 the total growth rate of ad revenue from digital video in the US will be 21.9 percent. This makes sense if you think about the smart devices that are rolling onto the shelves. Each new generation of smart phones have a higher-speed internet connection with a larger screen year after year. With mobile the immersive experience of video is no longer lost.

The Do’s & Don’ts of Video

Before sending you out into the world with aspirations to market your product through engaging videos, here is a little advice:

  • Do make your video authentic, entertaining, relatable, useful, and brief.
  • Do give the viewer some control, like the ability to turn on and off sound.
  • Don’t think that just because you’re using video it will be effective. Eighty-one percent of people surveyed mute video ads. Sixty-two percent are bothered by forced pre-roll videos. And remember, ad-blocking software is becoming more popular.
  • Don’t format a video or pay for video ad space that it is interruptive to the viewer.

Video is powerful. With increases in video ad revenue and ad spending on mobile platforms, video has the power to take your business to the next level. It can help your product or service resonate within a viewership that you have not reached before. So, why not consider giving video a try?

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