Top 5 online video advertising trends
Here at Videopixie we like to stay ahead of the trend when it comes to the world of online video. Perhaps unsurprisingly, the market for online video advertising is expected to more than double by 2018 to $12 billion dollars. With so much money being thrown around, it is worthwhile to keep abreast of current developments. That is why we have been researching the top 5 trends in the video advertising space.
1) Brands are becoming publishers
Dove created a short film called "Real Beauty Sketches". In the video an artist draws portraits of women first based on their self-description and then secondly based on the views of a stranger. The portraits rendered from the strangers’ descriptions were usually more conventionally attractive and closer to what the women actually looked like. This conveyed Dove’s message that women are usually too disparaging of their appearance. The video struck a chord with a large audience, as it was shared nearly 4 million times. When viewers want to view your ad, indeed when the ad is the content in the first place, the brand only wins. First off, if the content is good enough, users will actively seek it out in to begin with. Secondly, while consuming the content, viewers’ give their undivided attention to the brand, an outcome favorable to having to compete for their attention as in traditional online advertising.
2) Native ads
In our opinion this highlights the power of native ads and was one of the determining factors for why we chose to include in our list. When advertising can be integrated this tightly into the content of a site, a seamless experience is delivered to viewers, which translates into higher engagement and click through rates. The marketplace is still deciding on the best way to translate Buzzfeed’s success directly into the world of video advertising. But rest assured that the day when you cannot tell if a piece of video is an ad or not is on the horizon.
4) Mobile market expanding rapidly
5) Programmatic buying
Therefore, unlike in finance, the drive towards programmatic buying is generally seen as a positive, at least from the advertisers and publishers perspectives. The bidding algorithms being employed take advantage of vast troves of user data which inform what the correct ad to show is. This would be impossible to do in real time with a human salesperson. The increased automation has also resulted in the standardization of various ad buying processes, which has brought transparency and control to the online video ad marketplace.