The digital marketing landscape is rapidly changing, and digital video advertising is at a critical point in its evolution. Marketers use video advertising because they believe it is an effective technique for gaining engagement, especially across social channels where autoplaying videos and easy-sharing allows more people across the globe to discover and engage with content.
Sarah Wood, Co-Founder and COO of Unruly, an ad-tech company that uses emotional audience data and user-friendly video formats to help brands increase viewer engagement, content performance, and publisher revenues. Sarah explained, “we’re in a post-viral era, where social media has grown more crowded than ever, and consumers are traumatized by the flood of digital content in their feeds”.
With the increasing popularity of video and livestreaming platforms, such as Meerkat, Periscope, and Blab.im, it is important for marketers to use the appropriate channels in order to engage their audience; as opposed to market at them. The ultimate goal of advertising is to generate sales, and word of mouth and virality is often the impetus for that. If an add is meaningful and adding value to lives of consumers, they will share it and talk about it.
Back in 2009, 83% of businesses used Facebook for marketing purposes, whereas only 34% of businesses in 2014 believed their activities on Facebook were effective. As a result, average share rate of branded videos continues to decrease. Sarah suggests brands create more emotional videos. She said “emotional ads drive better business than rationale ads. There are seven steps to future-proof your marketing strategy and survive the ad-pocalypse”:
- Clarity of purpose
- Emotional connection
- Keep it personal
- Mobile is a must
- Empower consumers
- Test and Learn
According to Sara and Unruly, 93% of people watching videos online would consider using ad-blocking technology. This is perhaps why trust in brands reaches an all-time low, and ad-blocking is growing, and about to reach an all-time high. The seven steps suggested by Unruly is designed to improve consumer experience, while helping brands avoid the cloudy skies of video advertising that are quickly coming overhead.