Watching video online is no longer the future – it’s here today. 32% of digital video viewers in the UK and US now watch more than 4 hours of digital video every week.
It’s no surprise then that video has become one of the most effective ways for brands to engage with their customers.
The good news for marketers is that consumers have become more comfortable with watching branded video content. Our recent study found that nearly 40% of U.S. adults watch branded video content at least once a week.
What’s more, viewers don’t discriminate between sponsored videos and editorial content. It’s the quality of the video that really matters and determines whether or not they watch.
Many brands still aren’t connecting these dots across devices
Figures in the UK show a similar pattern, with 47% of consumers watching branded videos on social media, and 43% have even made a purchase after watching a video ad from a brand.
For brands, that’s a call to keep raising the creative bar when it comes to their video ads. Consumers’ expectations are only increasing, with 63% of UK viewers wanting more advertising innovation.
Connecting the dots
Marketers need to keep testing new, innovative concepts if they want to stay ahead. What’s critical is creating branded video content that tells a relevant story and connects with people because they actually enjoy watching it.
Many brands still aren’t connecting these dots across devices.
Consider the environment. Are you integrating your brand within episodic content, or are you sharing 15 seconds of compelling video through a native ad? It makes a difference to your audience and getting it right can help you stand out from the crowd.
There’s plenty of opportunities. 50% of video viewers in the UK have said they don’t mind watching an ad as long as it’s related to the video content they’re watching.
great content continues to be the driving force for video ad engagement
Sports and gaming are also areas where content marketing plays well, especially with the rise of live streamed sports games and eSports fandom. In fact, these types of content had the highest percentage of viewers watching at least five times a week, proving that consumers are coming back for more.
The consumer demand is high and great content continues to be the driving force for video ad engagement.
When it comes to your video ad strategy, start with the story, personalise it for your audience, and make sure the final execution fits with the screen that it’s viewed on.
Whether it’s news, entertainment, or sports, investing in unique content that is tailored to your target audience will drive results. Begin your brand storytelling with video.
