Video DNA Changing Communication
You’d think from the uproar about Pokemon Go taking over the world and VR the next big thing in advertising, that other forms of marketing were quietly being discarded.
Far from it!
Video is still growing as the advertising medium of choice.
According to the latest Publicis Groupe’s Online Video Forecasts 2016 released yesterday by Zenith, not only is video holding its position as a brand advertising medium on the web but it’s going mobile in a big way.
Video viewing on mobile devices is currently set to grow 33% next year and by 2018 mobile devices will account for well over half of all online video viewing.
Better connectivity and bigger screens make mobile a moving video depository.
As the report points out this produces creative opportunities for brands to combine a library of video ads targeting mobile users in specific locations with personalised content.
Despite the hesitancy still evinced by some in-house marketing teams, video is here to stay.
Other forms of marketing will have to make room both in the hectic schedules of overworked marketers and their budgets because the consumer medium of choice has muscled its way right to the centre of our online communications experience.
Questions brands face as they evolve a video strategy are
- how important is the quality of content?
- what sort of budgets are we talking about?
- how quickly does this video need to be posted?
- how much time can we afford to invest in video production?
Mendip Media’s experience shows that quality of content is important if you’re going to engage potential customers.
I deal with programmatic and the quality of programmatic content in my next blog, but throw-away video risks brand reputation and irrelevancy, which means the decision isn’t about how much to spend on video, but whether to produce video in-house or in-agency.
And yes, timing matters; video is not a single TV ad, but a series of on-going conversations with brand targets which seize the moment, reflect the current video landscape and run with potential buyer appetite.
Timing is vital for video ROI. Jamie Oliver’s Food Tube has proved this.
The biggest and most difficult part of bringing video into the centre of brand marketing is the time it requires from within the organisation to oversee and marshal the complex process of video production.
Sparing precious in-house resource to oversee the whole video journey is a task usually outside most marketers’ experience, and too often it’s seen as the dud job or given to a junior.
The input required from a client in the respect of video production on an ongoing basis is time consuming and important; the more input from the client the better quality and better results the video will get in the market place.
With mobile video set to be a consistent part of consumer’s understanding of the retail world, video strategy is more important than ever and needs real commitment.