In 2020, when remote business became a necessity, more than 90% of marketers realized the importance of video advertising. For comparison, in 2015 the figure was 78% lower. According to a study by eMarketer, already in 2021, about 40% of the world’s inhabitants will become active consumers of digital video advertising. And this is largely due to the COVID-19 pandemic, which has changed the marketing approach of millions of companies to online promotion. So what are the industry development trends?
How video ads have transformed in a pandemic
Mobile and vertical video ads
According to current statistics, over 60% of people use mobile devices to surf the Internet. Half of the time spent on the network is devoted to communication in social networks and watching various videos. Experts have found that “mobile” videos retain attention much longer than “desktop” ones. So, users of smartphones and tablets are less likely to have a desire to scroll through the video: about ⅓ of them watch the videos in full.
The effectiveness of some types of mobile video ads:
- In-Stream – advertising in videos quickly grabs attention, which still decreases after the 2nd viewing;
- Out-Stream – for videos within text content, the same situation is observed, but due to Google’s encouragement of such videos in advertising campaigns, a significant increase in the out-stream format is expected;
- In-Feed – videos in the news feed are a marketer’s find: even after the 5th viewing, they keep the viewer.
The highest level of memorability is in native advertising. According to the BBC, 4 out of 6 consumers are more likely to watch native than read editorial content, which explains the desire of companies to promote in this format. Let’s take US advertisers as an example: in 2018, their spending on Mobile Native Ads accounted for 64.5% of all Mobile Ads. By the end of 2020, the industry is expected to grow 6 times.
Breadnbeyond claims that 94% of the time, gadget owners hold their gadgets vertically, so it doesn’t make sense to create horizontal content that only pays for itself at 6%. To be successful in today’s environment, prioritize vertical ads, such as Facebook, Instagram, and Audience Network, set up ads with a 4: 5 ratio. Don’t make viewers turn their phone! 🙂
Short video ad
In 2020, the trend of promotion is videos from 6 to 15 seconds. According to extensive IAB research, 10-second videos are completely capturing the attention of the younger generation, who, in conditions of isolation, have become more active on social media. For example, Instagram and Facebook, members of Top social networks, call for limiting mobile video ads to 15 seconds. Especially for Insta Stories and Facebook In-Stream ads. Among the key recommendations – have time to interest the viewer in the first 3 seconds, and he will be “your“…
A fluent and concise presentation of the product intrigues the audience and encourages them to come back to view again. It is even more beneficial to supplement long videos with detailed brand descriptions with short ones that highlight specific benefits. Keep in mind that these videos require a creative approach, for example, using catchy intros. Surprising ads in 3 seconds showed a 360% increase in effectiveness from the start of the pandemic to the block, according to VidMob.
Video content adapted to a specific target audience is also at the peak of its popularity. This is due to the massive transition of consumers to the online format due to the imposed restrictions. With personalization, companies can send customers invitations to attend events, offer related products and services, and send congratulations and thank you messages. About 50% of consumers want ads to “tune” to their preferences. But 12% are against the advertiser using their personal data for personalization.
In general, the integration of personalized video ads can increase the conversion rate of a site, improve the quality of customer service on a remote site, and achieve success in email marketing and online sales.
Interactive advertising is one of the ways to win the favor of a potential customer looking for useful information about a product on the web. For the consumer, explanatory and demo videos, designed in the form of a game, will become an occasion to study the company’s product in more detail, and for the seller – an opportunity to get feedback.
An interactive video about hiring under quarantine conditions is a powerful tool for attracting candidates for a vacancy. Such advertising of work will reduce the number of refusals, increase engagement, and capture the attention of even casual site visitors. A “game” video format is also suitable for advertising online courses or educational resources. Video polls and quizzes with participatory elements are common on Facebook. As part of the Live format, this helps to interact with the audience here and now.
Some of the largest companies have long ago incorporated AR / VR into their marketing efforts. Among them: Ford, Honda, Microsoft, IBM, Gucci, Adidas, IKEA. The advantages of augmented reality technology are many, but in a quarantine environment, it is important to get acquainted with the product online from all angles without visiting offline stores. 360 ° video doubles views of a brand’s ad on YouTube and increases product urge by 7-12% (compared to traditional ads).
So, after the outbreak of COVID-19, as many as 80% of consumers began to spend less time on offline meetings and more actively use digital content. According to forecasts, by the beginning of 2021, video viewing, on average, will take up to 100 minutes / day. So if you haven’t launched a video ad campaign yet, it’s time to think about it before the competition gets ahead of you!