By 2020 Google expects Video to account for 82% of Global Data usage – a prospect best-taken advantage of now for advertising and remarketing before platforms are saturated.
So this year is probably likely to see the continued rise and rise of video. Expenditure in video advertising is forecast to be something like $18 Billion globally, which is a 25% increase on last years revenues and there’s a reason for that. One thing I think that we’re all seeing is the diminishing attention span of the world-weary digital viewer who gets assaulted with thousands of ads and messages every day.
One thing we have seen is that video can cut through that and enable you to engage an audience, to educate, to inform, to position your brand, to position how people use your product and service in a way that you just can’t achieve with still imagery or wades of text information.
So video’s here, video is increasingly popular and increasingly effective and one thing we’ve seen, for example, we know that people spend inordinate amounts of time on YouTube. This year Google’s opening up increased sophisticated capabilities on how we can target people with video ads in YouTube. One thing, for example, we’re going to certainly work with clients on 6-second bumper ads and that just gives you a flavour for where things are going.
Can you distil your message down to 6 seconds? Well, it’s been very popular in the US and very effective. People’s retention of that information is just as effective as a 30-second clip, so attention spans are shrinking, Video’s effective – the challenge is going to be how to stand out from the crowd, because everyone is engaging in video, how to have an effective digital strategy with video across all devices and how to implement video into the buyer journey from the point of view of messaging, introducing a product or service and finally helping to convert visitors into leads and enquiries.
Video strategy should be on your radar this year, it’s something we certainly work with a lot of our clients on and can help you in that regards. So if you’re keen to explore that further and look at the big digital piece with other channels that play a role to make video effective, give us a call! Look forward to talking to you soon!