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5 CUPS

Where is Video Going in the Future?

Mike O’Brien, writing for ClickZ, discusses recent research by AOL and Crayon which reveals the direction of video’s future, and he summarizes five areas of focus:

-Mobile video is seeing the greatest increase in ad spending compared with desktop and TV.  From 2014 to 2015, it increased by 75% from $1.5 billion to $2.7 billion.

-Homepage videos are rare, but if done effectively, can have great potential in terms of showcasing brands and introducing prospects to the company.

-High-quality digital video content by brands will continue to be an area of growth.

-Agencies and brands are continuing to increase their purchase of digital video programmatically, and an increasing percentage have also brought programmatic buying in-house.

-More companies are moving away from just using free social video platforms.  Larger companies are undertaking in-house video hosting.

O’Brien offers some tips for marketers planning to use video to reach consumers:

-Do a lot of testing before you invest too much money.

-The potential of videos to generate ROI can be increased by positioning them near conversion points.

-High-quality video can be shot on smartphones; however, consumers expect polished videos.

-Online video content must provide value to the targeted consumers in order to attract and retain their attention.

-Programmatic video buying and video-hosting can be brought in-house, but only if marketers have the trained personnel and the appropriate technology.

See all 5 Cups articles.

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