Given the evolving market globally, brands are constantly working around understanding various ways how buyers consume video content.
Today, an audience-first advertising approach in video marketing is a must for brands to succeed. Marketing leaders believe 2021 to be an exciting, lucrative year for video advertising. With the overall advances in marketing technology and emerging trends, advertisers are modifying their video advertising strategies – in order to be more relevant.
Buyers today demand engaging and assistive advertisement experiences like never before. This has already been proven that data-driven marketing is more successful – certainly because it delivers a personalized message to all customer segments.
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However, when it comes to video advertising, brands usually consider it a limited format to drive brand awareness and reach. It is often found that marketing professionals air the same ad content created for television for their digital campaign – regardless of what the context is.
A recent study by Wyzowl reveals that almost 70% of the (online) buyers share videos from brands they like. Basically, the constant connection with mobile and other devices helps the audience to make faster and more effective buying decisions on these brands.
As a matter of fact, the B2B marketing ecosystem has also recognized when video marketing is done correctly. This remains an effective way to connect with visual-first audiences worldwide. Simply put, the video-based marketing method is incredibly flexible and extensible – thus, more enterprises find it simpler to disseminate these days quickly.
Video content and advertising have increased up to 82% from all other internet traffic in 2020, indicated a new SocialMediaWeek survey. Indeed, video advertisements can be published across an array of digital touch-points. This involves company websites, email campaigns, and interactive digital signage.
Unsurprisingly, video consumption has evolved rapidly. In this fast-evolving digital era, the passive viewing experience of consumers is a trend – the audience is learning new skills, consuming linear shows, reroute to check the latest virals on social media, or simply looking out for an engaging clip.
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The viewers can be more interactive with advertisements – be it clicks, purchases, or swipes. At present, it is crucial to predict the preference and needs of viewers to create relevant audience segments. For consumers, being able to align with a brand’s creative messaging in order to respond to them is a bit tricky.
The industry experts say that meaningful video ad content gets almost 3X attention – compared to an average video advertisement. Certainly, for brands to successfully use video advertising, this is the right time to fine-tune their role in the marketing strategy.
In fact, considering an audience-first methodology within video advertising can help businesses win the market. This will ultimately help to influence the minds of the target consumer, alongside successful branding!
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