Video advertising has long been a crux in many a marketing stack. Today, there are a lot of options for where, and how, video ads are displayed. Facebook, YouTube, Instagram and Snapchat (among others), offer a multitude of formats for video delivery. As marketers we are inundated with options for video advertisement delivery, be it pre-roll video, bumper ads, in-stream ads, canvas ads, skippable and non-skippable videos, and many others. As the consumption of video media rises so too does an advertiser’s ability to position themselves in front of potential customers.
How are consumers watching videos?
It should come as no surprise that consumption of video on mobile devices has been on the rise. Researchers from the Cisco Visual Networking Index predict that by 2020 video will account for 75% of all mobile data usage. This applies across all age groups. In 2015 the IAB (Internet Advertising Bureau) collected data that suggested around 50% of all videos watched were on a mobile device.
It’s important to remember that users are cutting the cord with cable at astounding rates as well. It is estimated by 2025 half of viewers under the age of 32 won’t pay for TV service. At this point in time, 6 out of every 10 people prefer online video to live tv or cable, and 1 in 3 consumers say they’ve never had cable or do not plan on getting access to it.
How long do people watch videos?
Much like users that intake written media like blog posts and online articles, those who watch videos are following a common theme. There has been a recent surge in the number of people intaking long-form content. The good news for video marketers is that this often means having the ability to deliver in-stream advertising (ads that display in the middle of a video). According to internal Facebook data from this year, more than 70% of these videos are watched to completion with the sound turned on. What message could you deliver in 15 seconds to an actively engaged consumer?
What does this mean for marketers?
With an estimated one billion hours per day being spent watching videos on YouTube alone, the future of effective marketing and branding seems to live in the world of video. The data is clear: if you want to advertise to any age group, at any time, and for almost any reason, video marketing on mobile is an incredible way to ensure your message reaches its target, often with the volume on.