Video marketing is the future of marketing.
In the past, marketing was about getting your name out there. In 2022, it will be about creating an effective brand, compelling storytelling and measuring the success of that story. It’s no longer enough to create a brand and expect it to sell. Effective marketing requires both long-term thinking and short-term quick wins, which is why effective storytelling will be even more pivotal to a company’s success than ever before.
Video marketing will become crucial to the success of your marketing plan
This might sound like hyperbole, but there’s data to back it up. Search engine giant Google has announced that YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the United States. Facebook reports that video posts receive six times more engagement than photo or link posts on average while Twitter has seen an increase in video views by over 160%.
It means that if you aren’t incorporating video into your strategy, you are missing out on a huge opportunity to connect with your audience and build trust with them. Video is key for creating customer relationships because it puts a human voice behind the brand, which builds credibility and loyalty with customers.
Content marketing will still be king
As we head into 2022, marketers should expect even more fragmentation and noise, making it harder than ever to break through the clutter with advertising messages alone.
Content marketing is one of the most important aspects of any digital strategy. Content has become a powerful way to connect with customers, engage them and build their trust. Bad content, on the other hand,. can be disastrous for your company. It will do more bad than good in terms of brand image and customer sentiment towards that brand or product.
These are boom times for digital advertising. While the pandemic battered the economy, the job market, and consumer confidence, it did little to quash a bonanza in digital ad spending.
US digital ad spending is surging thanks to increased investments in video, connected TV (CTV), and ecommerce ads, as well as growing use of programmatic channels. The health of the digital ad market is also reflected in a pendulum shift toward ad-supported video-on-demand (AVOD) services, despite the continuing strength of subscription-based services.
US digital ad spending will grow by nearly 50% in the next four years. By 2025, the digital ad market will top $300 billion—more than three-quarters of all media spending. Digital has eclipsed all other forms of advertising, and it has also outperformed our expectations several times in the past couple of years.
Metaverse & Metaverse Ads – Major 2022 Online Ad Trend
If there’s been a buzzword for 2021, it’s definitely metaverse. Even though the entire concept isn’t that new, when Mark Zuckerberg mentioned it in the context of Facebook’s (now: Meta’s) future, the market lit up instantly.
In this respect, in addition to numerous successful brands’ collaborations, the digital property space in metaverse has been recently booming, too, with valuations rising to record-breaking heights.
As for the prospects for 2022, metaverse in a whole, and metaverse advertising in particular, will definitely undergo its further evolution, yet its dynamics will significantly depend on how fast the implementation of infrastructure will be going forward.
The metaverse is already upon us, and for brands, retailers and consumers alike, there is an immense opportunity not to be missed.
20 years ago, it was unlikely advertisers would have believed you if you told them they would be spending such a significant amount of their budget on platforms like Facebook and Instagram.
Yet in the last decade, online platforms have become the lifeblood of countless companies, allowing them to reach much wider and targeted audiences than ever before.
“Projected global social media advertising revenue of $153.7bn in 2021 is expected to grow to $229.6bn in 2025.”
It might seem like a pie in the sky notion when we hear people saying how the metaverse will change the way companies and consumers interact.
“However, in the past few months, we have already reached a point where the question is not whether the dominance of the metaverse is going to happen, it is a question of when that is going to happen.”
via Yahoo Finance
Video has been consumers’ favorite method of content delivery for some time now, but marketers are always finding unique ways to utilize it in their outreach to current and prospective customers.
From short-form videos on TikTok and Instagram Reels to various livestreaming platforms and influencers unboxing products, the biggest trends in video marketing that compel consumers to check out brands and purchase their products and services are constantly evolving.
Video is still one of the best ways to connect emotionally with a consumer. Data will increasingly drive content strategy and optimization, while the speed at which video content is produced will continue to get even faster. Creating tailored content for each specific platform will become increasingly important as well—such as TikTok versus Instagram, a TV commercial or even long-form content, for example. – James Schiefer, Schiefer Chopshop
Video Will Soon Become A Necessity For Marketers
If you look at the current trends in digital (social, paid, email), notice the amount of movement that you are seeing on each channel. Then notice how much more prevalent it is than before. Since platforms (such as Instagram) are favoring accounts that post video content, this will very soon become a necessity for marketers. My advice is to step out of your comfort zone; you will need video soon. – Christopher Tompkins, The Go! Agency
Since we started tracking Canada’s ad market more than a decade ago, advertisers have steadily increased their investments in digital.
Back then, less than a quarter of ad expenditures were in digital. But last year, digital reached new heights at the expense of traditional formats.
In 2020, digital video ad spending exceeded TV ad outlays for the first time in Canada. Digital video gained the most momentum of any format last year, growing by 10.0% year over year (YoY). This includes both in-stream video formats (e.g., YouTube ads) and those outstream (ads appearing in social media feeds).
In 2021, digital video ad spending will grow by another 15.2% to CA$3.25 billion ($2.43 billion). Double-digit growth will continue for a couple more years, and by the end of 2024, the format will account for more than a third (34.0%) of digital advertising and about a fifth (20.2%) of all advertising.
Pinterest Inc. is starting to offer video advertising on its image-based social network, seeking to catch up in a fast-growing market.
While Facebook and Twitter have honed their video-advertising offerings for years, Pinterest pursued other priorities, like building its business model, improving search and making it possible to buy some items directly from the site. Now the San Francisco-based startup realizes that it’s behind on video.
“It’s something we’ve under-invested in in the past, and we’re changing that,” said Jon Kaplan, who was hired from Google earlier this year to be Pinterest’s head of sales. “This is all part of a broader push from the company to make video a bigger part of the consumer and advertiser experience.”
Pinterest’s site and app let people browse and save inspirational images of things they want to buy, make or do in the future. The company tracks a person’s activity to create personalized feeds of photos they think will appeal to that user. Within those feeds, more video has started to pop up — with YouTube now the top source of pinned items and video use up 60 per cent from a year ago, Pinterest said. The company is also working on a tool to let people post and view original video on Pinterest.
The new video ads will be interspersed with those personalized feeds, catering to the interests of whoever is browsing. If clicked, the ads will start to play with sound. The advertiser can choose to show as many as six related “pins” of items to pair with the ad. For example, if the ad shows video of a fashion model, the pins might be of items the user can buy to get the look. “Our video ads are going to be tailored to your interests,” Kaplan said. “We’ve added in additional features that allow the user to take action.”
U.S. digital video-ad spending will reach US$9.9 billion this year, and is set to almost triple by 2020, according to research firm EMarketer. Pinterest, which has more than 100 million users, was last valued at US$11 billion in a funding round in March 2015.
via Financial Post
Despite the seemingly high bar set, Facebook’s second quarter earnings blew past expectations. However, the bigger issue here is that Facebook’s longer-term picture is probably one of the best on Wall Street (maybe the best) and CEO Mark Zuckerberg hinted on the earnings call Google’s search business is in his sights.
On the earnings call, Zuckerber said that users are doing more than 2 billion searches per day, a significant amount.
This isn’t the first time Facebook has talked about search — you have to go back to 2012 (such a long time ago in tech) to hear where Zuckerberg first talked about search. Since then, the company has continued to innovate and experiment with the search bar at the top of the app or the website, but it was something Zuck said afterwards, when talking about commercial search that caught the eye of Wall Street.
When asked by an analyst how far the company was from commercial search, he responded: “We’re in the “second phase” of three phases of monetization.” That right there signals that while Facebook is still more than happy to generate revenue from mobile ads (mobile ad revenue this quarter was $5.2 billion, or 84% of all ad revenue), it’s looking at going after the lucrative search market as well.
This is music to the 3 million companies that advertise on Facebook, with the Menlo Park, Calif.-based company’s marketers’ ears, with Facebook’s 1.03 billion mobile daily active users (it ended the quarter with 1.71 billion monthly active users in total, a mind boggling number!) and 1.13 billion daily active users searching left and right for things like the Democratic National Convention, Chewbacca Mom, or whatever else their heart desires.
As if that wasn’t enough, Instagram just surpassed 500 million monthly active users (300 million of them check the app/site once a day), Messenger just surpassed 1 billion monthly active users and WhatsApp, the seemingly forgotten platform (at least as it relates to Wall Street’s eyes), has over a billion monthly active users.
Add all of that up, along with the increased push towards video ads, which have higher CPMs (cost per thousand views), plus increased engagement on Facebook, Instagram and Messenger (Zuck said time spent increased double digit percentages, up from 50 minutes a day the last update given) and you have the makings of a company that Wall Street hasn’t seen in a long, long time.
Long live the ‘book.
Google says it’s ditching the name for its YouTube video ad format, officially moving away from calling it “TrueView in-display.”
Well, sort of.
The world’s largest video platform will now refer to the format as “TrueView discovery ads.”
Yet a second, and likely more important change, will give marketers access to full inventory across the YouTube app, making it the first time that TrueView ads can appear in the app’s mobile search results. Google also said it has tweaked its system so more relevant ads appear in the search results. Citing several experiments it conducted prior to today’s news, the company said its adjustments were able to improve click-through rates by 11%.
YouTube typically shows TrueView ads just before a user consumes content on the platform. There are four different types of TrueView ads, the best-known of which lets viewers skip to their content after watching at least five seconds of an ad. TrueView ads have also been available in desktop search results.
The new features are expected to roll out in the “coming weeks.”
Both changes underscore the search giant’s priorities as it goes all-in on mobile.
“TrueView discovery ads are such a powerful format because they deliver high engagement when viewers click on your video, that’s a strong signal that they’re interested in your brand,” Nicky Rettke, group product manager at YouTube, said in a blog post. “It’s why on average, users view one additional video from your brand within 24 hours of watching your TrueView discovery ad.”
The move also comes nearly a week after the company announced two new features for its TrueView video ads: a companion banner in carousel format that lets consumers scroll through products while watching videos, and a showcase for products that appear in whatever videos people are watching.
Ever since Facebook began selling autoplay video advertising in 2014, the other major social properties—Twitter, Instagram and Snapchat—have become equally aggressive at courting video marketers. As a result, social video spending is growing quickly, as explored in a new eMarketer report, “Video Ads in Social Media: With a Full Slate of Ad Products, the Social Properties Take Aim at TV.”
In a February 2016 survey from RBC Capital Markets and Advertising Age, 12% of US marketers had already purchased autoplay video ads on Facebook and an additional 57% were likely to in the next six months. Only 7% said they definitely would not buy Facebook autoplay ads.
In a study of its clients’ advertising activity on Facebook in North America, ad automation software company Nanigans found that spending on mobile video ads increased 26% between Q4 2015 and Q1 2016. For gaming advertisers in particular, 35% of mobile ad spend in Q1 2016 went to video. Video’s share of gaming companies’ mobile ad spend grew 122% between Q1 2015 and Q1 2016.
Instagram is pushing further into video ad formats, adding video to the carousel product it launched last year.
Carousel, first announced in March 2015, offered advertisers a way to show multiple photos on the same sponsored post. Now advertisers will be able to add multiple videos to the same sponsored post. Videos can be up to 60 seconds in length. The format launches in beta today and will be rolled out wide in mid-May.
Among the first advertisers are Airbnb, Macy’s and Taco Bell. The carousel ads are being sold on a cost-per-thousand-impressions (CPM) basis.
“Brands are excited about this because it gives marketers better creative flexibility,” said James Quarles, global head of business and brand development at Instagram. “The hardest thing to do is to capture people’s imaginations, and carousel can help advertisers better achieve that with five pieces of content. As we see people watch more video, we think this helps business bring messages to life more.”
The move comes as Facebook, which owns Instagram, has made a massive push not only in mobile over the last few years, but more recently into video, both for consumers and advertisers. The company last week reported quarterly results that beat analysts’ expectations, posting $5.38 billion in first-quarter revenue, beating the projected $5.27 billion. For the quarter, mobile ad revenue was about 82% of the total, with $4.2 billion, up 75% from the same period last year.
Instagram’s ad business is still relatively young and accounts for a small portion of Facebook’s total. Instagram is consumed overwhelmingly on mobile and has no desktop ad product. From a report last July, eMarketer predicted that Instagram’s burgeoning ad products would account for 5% of Facebook’s total mobile ad revenues. That share will increase to 14.0% in 2017, eMarketer said, though Instagram will make much of its ad dollars in the U.S.
Instagram has introduced video capabilities for advertisers and consumers, with the ability to post 60-second videos rolled out at the end of March. Instagram originally launched video ads in November 2014, but now with longer time allotments, marketers can use Instagram to post 30- or 60-second ads more akin to TV or pre-roll ads.
The carousel, though, offers advertisers the opportunity to be more creative in how they market themselves, said. Mr. Quarles. For instance, Macy’s is using the carousel to post a video, and the follow up photos are close-ups of the clothes being worn in the video. There’s also the “shop now” button, which was rolled out in June 2015.