In this digital marketplace, brands need to understand the different ways buyers are consuming video. As a result, an audience-first approach is a must for businesses to succeed.
CMOs believe 2021 to be an exciting, successful year for video advertising. With the advances in technology and emerging martech trends, advertisers are modifying their video advertising – to be more relevant.
Modern buyers demand engaging and assistive ad experiences like never before. It has already been proven that data-driven marketing is more successful; it delivers a personalized message to every customer segment.
However, when it comes to video marketing, brands often consider it as a limited format to drive reach and brand awareness. Marketing professionals are usually found running the same advertisement created for television into their digital campaign – no matter what the context is.
According to Wyzowl, nearly 70% of the buyers share videos from brands that they like. With the continual connection with mobile and other gadgets, it helps the audience to make faster and more effective buying decisions on such brands.
In fact, over time, the B2B marketing landscape has also recognized when video marketing is done rightly. It remains a successful way to connect with visual-first audiences worldwide. Simply put, video marketing is incredibly flexible and extensible – hence, more enterprises find it is effortless to disseminate quickly.
Video content and advertising increased up to 82% between all other internet traffic in 2020, revealed SocialMediaWeek. Certainly, video ads can be published across a wide range of digital touch-points, including email campaigns, company websites, and interactive digital signage.
Undoubtedly, video consumption has evolved rapidly. In this digital era, the passive viewing experience of people is a trend – consuming linear shows; the audience is learning new skills, looking out for an engaging clip, or reroute to check the latest virals on social media. The viewers can be more interactive with ads – be it clicks, swipes, or purchases.
Today, it is crucial to anticipate the preference and needs of viewers to create meaningful audience segments. For people, being able to align with the brand’s creative messaging in order to respond to them is tricky. Experts say relevant video ad content gets almost 3X attention compared to an average video advertisement.
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Clearly, for brands to successfully use video advertising, now is the right time to fine-tune the marketing strategy. Indeed, considering an audience-first methodology into video advertising can help marketers win the market – ultimately, the minds of the target audience and a successful branding!
