Every Media Buyer Needs to Know these 5 Digital Video Trends

Digital video is one of the biggest opportunities in advertising—the decision to launch a campaign will be a great one. Platforms like YouTube give a new twist to the mass-market value of television: in addition to generating reach, you’ll be able to drive conversions and direct ROI for your client or brand.

To achieve the best results possible, you’ll need a strong sense of the landscape. We put together this guide to help you find your best opportunities.

Here are the digital video trends that every media buyer should know.

1 Mobile video is a fast-growing advertising market

Erika Trautman, CEO of Rapt Media, explains in a recent Forbes article that 2015 is the year that “mobile will matter more than ever” for video. The reason is simple: mobile video consumption is growing at an accelerated pace, which means there’s a strong window of opportunity to run campaigns at highly competitive price points.

According to one stat from eMarketer, more than 77 percent of all tablet users watch video programming on their devices monthly. That rate will grow to 87 percent by 2018.

2 Digital video campaigns drive action

A recent analysis from Business Insider points out that online videos generate three times more clicks on average than other ad formats such as mobile, display, and rich media.

There are several potential reasons for this trend. The first is that consumers find video ads engaging; a minute-long video gives brands plenty of space to share a compelling story. The second is that video marketing platforms come equipped with strong targeting features, meaning brands have capabilities to reach their audiences with the right messages.

Engagement drives performance.

3 TV still matters

Even though the digital landscape is growing, TV is still alive and drawing a lion’s share of ad money. A study from Nielsen uncovered that even though American adults doubled their digital viewing between 2012 and 2014, they’re still watching TV for an average of 4.5 hours per day.

What advertisers can take away from this trend is the importance of maintaining a cross-platform advertising strategy. There’s a strong opportunity to reach audiences from multiple touchpoints—make sure that your bases are covered.

4 YouTube is one of the largest search engines in the world

As MarketingSherpa points out, this trend is a big deal.

Search engines have revolutionized marketing by connecting advertisers with very specific user intents. Similarly to seeking out information on Google, consumers are using YouTube to learn new skills, entertain themselves and research product reviews. If that’s where eyeballs are going, it makes sense to look into YouTube ads.

There is a strong opportunity for advertisers to reach consumers who are looking for something very specific. Given that YouTube still has a long way to maturity, the time to dominate the channel is now.

5 Video appeals to tough-to-reach markets

According to Video Brewery and Forbes Insights, 59% of senior executives would rather watch a video than read text. Of this audience, roughly 65% click through to visit the vendor website, 50% look for more information, and 45% report following through to contact the video creator.

These engagement rates are powerful.

Compare that number to standard display click-through rates and email marketing performance—channels that busy executives are unlikely to engage with in-depth.

If you want to stand out from the crowd, use video. The market opportunity is strong, and audiences are listening.

Final thoughts

The biggest trend in the digital video landscape is the platform’s versatility. As with TV, you can use digital video to share compelling narratives about your company—and you can reach a heck of a lot of people. What digital brings to the table is precision and performance. Given that the market is growing, the time to start exploring is now.

About the Author

Ritika Puri

Ritika Puri is a San Francisco-based blogger who writes about trends in business, internet culture, and marketing. She's inspired by the intersection between technology, entrepreneurship, and sociology.

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