The traditional view of the first video on internet has been that it’s a digital format with confined use cases for consumer packaged goods marketers. Although this may have been true in the past, the evolving reality looks different from the first video on internet . Online video start is emerging into a full-fledged ecosystem of its own that provides advertisers with numerous opportunities to avail a wide range of different results.
People have now shifted their attention among multiple types of content and have started to explore diverse creators, formats, and platforms. The four key shifts transforming the nature and evolution of online video are as follows:
- Multiplicity Of Attention
Earlier, videos were largely a single stream, with television in domination. Now, viewing is also defined by multiplicity, “According to an Ipsos study, 81% of video viewers surveyed globally say they still watch ad-supported TV weekly, 84% say they watch video on YouTube, 68% on Facebook and Instagram combined, 60% on Netflix, and 39% on Amazon Prime.”
Every platform attracts unique interest and attention. For example, audiences are more likely to turn to television for news and episodic content, to Instagram for beauty/style content and to Facebook for animal/pet content. Video advertising should be as diverse and context-oriented as users’ viewing experiences in such a landscape.
- The Increase Of RelevanceEarlier, consumer packaged goods marketers would have tried to examine common interests across the large segments of the target audience and then advertised adjacent to television programs that matched these. Online platforms today enable advertisers to come up with brand-safe publisher content that is contextually relevant to each individual’s interests.
Consumers have an expectation that video campaigns will have a strong bearing on their lives. Globally, video viewers say that the most critical factor for finishing a video ad in an in-stream environment, greater than production quality, content source, or length.
- Content As Trade
While on the contrary, once consumer packaged goods brands could only influence in-store behavior that would take place at a later time, with video advertising, they can encourage audiences to take instant actions such as adding items to their online carts. Through more immersive experiences and in-platform capabilities, marketers now have the opportunity to guide people directly from watching to shopping.
For consumer packaged goods marketers, the intertwining of video content and commerce can be especially precious when reaching audiences that have already shown harmony for brands and creators. For example, nearly 49% of online shoppers say they would buy products directly from live videos where brands, celebrities or influencers they follow are launching new products.
- Multidimensional Memories
One benefit of online video start is that it is available in a wide range of formats. They also have a wide reach. This gives consumer packaged goods brands the chance to deliver diverse campaigns. Advertisers can harness videos to achieve multiple goals with the access to a variety of video choices.
By doing this, they are able to create multidimensional memories i.e. marketers can ensure that brands come to mind in a greater number of purchasing situations through the variety of today’s connected video ecosystem.
Relevance has become paramount and content creation enables marketers to rethink their strategies of videos and advertisements. Get in touch with a social media marketing agency today to stay relevant and updated about the latest trends.