The Digital Essentials, Part 3
Developing a robust digital strategy is both a challenge and an opportunity. Part 3 of the Digital Essentials guide series explores five of the essential technology-driven experiences customers expect, which you may be missing or not fully utilizing.
As reported by eMarketer, video ad spending continued to grow throughout Q2 of 2019. Of all programmatic ad spend, video will account for 49.2% in 2019. If the brands you manage have not already, now is the time to begin video content creation. Especially as consumer viewing habits evolve from traditional media, with the demand that content be available wherever and whenever they choose to watch.
Nowadays more than half of 18-49-year-olds in the U.S. are either light viewers or do not subscribe to traditional TV (according to Google). In order to meet consumer demand, more tech and media companies are announcing new streaming services. This includes the Walt Disney Co. with subscription streaming service Disney+, which took full operating control of Hulu and expanded content for ESPN+. Apple, NBCUniversal, and WarnerMedia also shared details on upcoming streaming services. With more services launching, the ad space continues to grow, presenting a definite opportunity for advertisers and brands.
Keep in mind there is an inherent engagement hurdle with video campaigns. While display ad campaigns may only need a quick scan in order to be effective, video ads rely on truly capturing the attention of the viewer and holding their attention long enough to get the brand message across. For the most effective use of video campaigns, make sure to showcase the brand within the first few seconds and get to the core message quickly.
Now is the time to begin testing video content in order to take advantage of the increased video opportunities as an early adopter. With the growth of streaming services and prioritization of video content in newsfeed algorithms (like Facebook), the potential reach of video content cannot be ignored.
For in-stream video campaigns, make sure to showcase branding early on and get to the point quickly. For more information on out-stream ads, check out this recent eye tracking study from TripleLift, which reveals video ads that actually get viewed and why.
If you’re interested in running video campaigns and would like to learn more, please get in touch with our paid media team.