December 18, 2018
Given the continual increase in consumers dropping cable for streaming TV services and the expectation that video will constitute 80% of all internet traffic by 2019, the outlook for video next year is clear. Furthermore, marketers are more bullish than ever before about the future of video, as video spend is predicted to increase 65% by 2022.
So, while we’re all aware that video is here for the long run, the question is: how are we best utilizing this magical medium to ensure our stories are making a real—and measurable—impact on consumers? Below, the Tremor Video team has highlighted some of the key trends and innovations that we believe will define video in 2019.
Even More Relevance
Jay Baum, Head of Global Partnerships
A Boxever study suggests that 70% of consumers are influenced by relevant ads. Makes sense. If you’re going to receive an ad, why not have the messaging be of some interest to you? With second-screen devices and CTV, ads can be personalized on a one-to-one level by harnessing creative video intelligence—a powerful combination of unique data, audience insights and advanced creative. Advertisers will no longer be speaking to mass TV demographics, they’ll be engaging directly with their consumers through messaging that resonates and visuals that excite.
Shorter Video Ads & Sequential Messaging
Tal Mor, Chief Technology Officer
Let’s face it, we’re living in a time when we frequently check our devices for video content in short bursts throughout the day. Whether it’s on social media or our favorite news-site or app, people are experiencing video in new ways, while their attention spans continue to narrow. As such, brands need to tell their stories in micro-moments, as most of us just don’t make time for a 30-second spot on our phones. While it’s certainly a challenge to pack a message into a 6-second spot, there are creative opportunities to explore sequential messaging, which allows brands to tell their stories over time through micro-episodes. Think of it as a mini mini-series. A storyteller’s dream.
Abbey Thomas, Chief Marketing Officer
360-video makes advertising interactive, allowing marketers and advertisers to reach out to consumers in more compelling ways. Perhaps most appealing to the travel industry, some of the more innovative brands have been trying to get their hands on 360-video for some time. By providing users with a more 3-dimensional, immersive experience, consumers get a better sense of the environment and feel like they are right there on vacation. Well, almost. Similar to how photos were perceived in the past, if a destination or hotel doesn’t have 360-video of its location, potential customers might not even consider visiting.
Augmented Reality (AR)
Les Seifer, Senior Creative Director
Perhaps most known for the Pokémon Go phenomenon, AR can provide more than entertainment and jammed sidewalks. Not only that, according to a recent study, 200 million people (worldwide) used mobile AR in 2018 (versus 60 million in 2013). Certain verticals lend themselves naturally to the medium. Travel, auto, entertainment are perfect fits, where you can place the viewer in your brand’s environment, or part of your product in their environment. Imagine being able to go to IKEA without actually having to go to IKEA! Well, they’ve integrated this technology to allow consumers to try out furniture in their home through the power of AR. One thing a brand should always consider before jumping into this world: is the experience going to enhance the consumer’s experience with your brand? When a viewer finishes the AR experience, they should feel that even the format of the content made the experience more exceptional—it needs to surprise and delight in a way they couldn’t have experienced with traditional formats.
Anthony Flaccavento, Chief Revenue Officer
Sports and Saturday Night Live aren’t the only live events anymore. Streaming live video is becoming more and more accessible and producible, as consumers desire its immediacy and authenticity. In fact, upwards of 13% of web traffic from video comes from live videos. With the proliferation of “fake news” spreading around the web, audiences seem more likely to trust live streaming, as it has less of a chance of being edited or doctored. The proof is there—users spend three times longer watching live videos online compared to their pre-recorded counterparts. So, be ready to have your game-face on at all times. Live video is here to stay.