Television is dead. Long live video

Television is dead. Long live video

The number of internet users continues to grow, as does time spent online, and content consumption is shifting toward mobile, which now accounts for nearly 70 percent of digital media time. Though this may mean the end of video consumption as we know it, brands should be excited about the emerging marketing opportunities presented by the new video age. The value of video Television and other traditional content sources are still the most trusted, but the perceived reliability of online ads — and specifically, video content — is growing as younger generations of internet users enter the marketplace. This begins with a “big idea” that cuts to the heart of a problem that the product solves, or a vision of the brand and its role in daily life. Remember, creativity of expression is responsible for 75 percent of an ad’s impact. Where you tell a story can be just as important as how you tell it. Rather than browsing through the content that any one publication offers, consumers access specific content that is relevant to them at the time. Amid a flurry of new and adapted ad metrics, it can be tempting to try to incorporate them all, but not all metrics are created equal, and more is rarely better. Viewability, impact and context are good places to start, as they are fundamental to successful campaigns, but it’s also important to understand whether the message is clear, whether viewers are attentive, and if this attention is translating into action: sales or increased brand equity. Above all, brands must become increasingly responsive to consumers, and the way they interact with media, by building a strong experimental framework that allows for an increasingly focused evolution of their video strategy.

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“Video killed the radio star, video killed the radio star, we can’t rewind we’ve gone too far.”

First released in 1979, the famous tune went on to top 16 international music charts. Ironically, when MTV was launched two years later, “Video Killed the Radio Star” became the first song to grace television screens in a new format that would change the industry forever: music video.

When one door closes, a new one opens

Nowhere is this truer than in the video world. In 2016, Ericsson reported (PDF) that while fixed-screen video viewing time had decreased by 2.5 hours globally since 2012, total video consumption was up by 1.5 hours.

While cynics lament the “death of television,” forward-thinking brands and marketers can take advantage of unprecedented access to consumers where it matters most. We are rapidly entering a new golden age of video, with more consumers on more devices watching more video content than ever before.

The number of internet users continues to grow, as does time spent online, and content consumption is shifting toward mobile, which now accounts for nearly 70 percent of digital media time. Two-thirds of consumers under the age of 35 report using online streaming, while moviegoing and television viewing are on the decline.

Consumers may be using new tools to find their content, but they are actually tuning in more than ever before. Online video content is also increasingly popular, with a Cisco study projecting that by 2021, videos will make up 82 percent of consumer traffic.

Though this may mean the end of video consumption as we know it, brands should be excited about the emerging marketing opportunities presented by the new video age.

The value of video

Television and other traditional content sources are still the most trusted, but the perceived reliability of online ads — and specifically, video content — is growing as younger generations of internet users enter the marketplace. Moreover, this trust often translates into action. Think With Google research reveals that 56 percent of “Gen C” users took action after viewing ads on YouTube.

While marketers worry that mobile internet content consumption will reduce their impact, the truth is that mobile digital video is quickly becoming the best way to reach an audience. Mobile video is not only rapidly becoming the preferred type of content, it’s also better at holding an audience’s attention than television, an unsurprising fact, given the number of distractions that disrupt TV viewing.

New challenges from a new medium

As with any new development, the transition to digital video presents serious challenges to marketers. Ad blockers aside (the real problem with ads isn’t that they’re there; it’s that they’re boring or disruptive), consumers are expecting an ever more personalized experience. Internet users can easily find the content they want, and can just as easily go somewhere else if they don’t like what they see.

The good news is that with developments in technology, marketers can tailor content to individual consumers with increasing precision just as much as users can independently curate their virtual world. Advances in content targeting and modularity permit brands to create and deliver ads in the form best suited to retention and impact in the given medium or platform.

Building a winning video strategy begins with five simple steps

1. Start with a big idea.

Not everything is changing in this brave new MAdTech world. As always, memorability,…

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