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.
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