1 The digital video takeoff.
Digital video ad spend continues to climb and digital budgets have increased 25% year over year and a whopping 75% in the Media & Entertainment category. Consumer viewing habits explain this spike in ad dollars—advertisers go where their customers are.
- 74% of U.S. consumers 13+ watch streaming or online video at least weekly and 41% watch daily.
- 78% of digital video viewers are willing to watch advertising in exchange for free content.
- Online video viewers pay closer attention to both content and ads when watching educational videos.
You can’t discuss digital media marketing trends without acknowledging the ascent of social influencers. Seventy percent of advertisers currently work with influencers, and 40% plan to increase influencer budgets in the coming months.
For a majority of the campaigns—it’s about storytelling. It’s about sharing something in an exciting way that doesn’t necessarily translate to an immediate sale.” For example, people don’t generally see a car promoted on Instagram, click over and buy it right away. It takes time to build a brand story that converts casual viewers into customers.
3 Diversifying reach.
Brands follow the “fewer, bigger, better” playbook to maximize content partnerships. The aim is to make an impression on as many consumers as possible. Make sure your brand’s voice is clear and consistent in whatever channel you choose.
Eg. look at how Bose has been able to speak to a variety of audiences and expand its reach by branching out into fashion and wellness themes in addition to consumer tech.
4. Brand equity is more important than ever
We’ve seen, in recent years, the rise of what some marketers are calling ‘cancel culture’ – that is, the tendency by consumers to stop buying or consuming entirely the product of a person or company whose behaviour goes against their values and ethics. That’s why Amazon has seen many of its customers turn away from the online store, after it was found that they only paid £4.6m in taxes in the UK in 2017, and why Facebook had to rapidly change its viewpoint on privacy after the Cambridge Analytica scandal.
5. Emerging tech for 2022.
These are some of the predictions for what marketers can expect over the next few years:
- 5K technology will transform how consumers use content, and mobile use will skyrocket among all age groups.
- Advancements in connected TV and OTT will allow consumers to interact with ads from their televisions and phones and lead to increased product placement within streaming video.
- AI developments for content will allow for more personalization in digital video.
- Voice will continue to expand as long as developers make improved accuracy a priority.
6. The evolution of DTCs.
Traditionally the most reliable channels for direct to consumer brands like sock maker Bombas have been TV, radio, and direct mail.
But as industry trends shift, DTCs are exploring more channels. DTC marketers expect to allocate more than 50% of their digital spend to digital video advertising in 2019 (up +50% yoy).
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