Television isn’t dead, but it’s aging

As time goes by, new opportunities arise, and statistics show that it’s time for video to shine. In 2016, reports indicated that fixed-screen video viewing time had decreased by 2.5 hours globally since 2012, but the total video consumption time was up by 1.5 hours.

While there are those out there denying a change in the media, a constant growth of brands and marketers are taking advantage of what video now has to offer in a digital space, such as its specialised access to targeted demographics. As we improve technology, and in turn the quality of video content, the number of consumers for video marketing is increasing like never before.

With increasing time spent online, savvy industries have been shifting video content consumption toward mobile as well, which now accounts for nearly 70% of digital media time. An example of the internet’s dominant reign can be shown by the fact that two-thirds of consumers under the age of 35 have reported using online streaming, with cinema and television falling further and further behind as the prime source of content.

The value of video

Television is traditionally the most trusted source of content, but a younger generation of internet users are arriving in the marketplace. Due to this the reliability and fondness of online ads are increasing, and this trust creates opportunities.

There is concern among marketers that mobile internet will overall reduce impact when it comes to content. However the reality is that digital videos are quickly becoming the best way to reach an audience, especially on mobile. Mobile video is not only becoming the major preference, it’s also a more effective way of engaging an audience and maintaining their attention. When you compare this to television advert viewing, and the number of ways to disrupt it, it’s plain to see why there’s an uprising of mobile marketers.

New challenges from a new medium

As with any new development, digital video faces serious challenges to marketers. As well as Ad blocker apps disrupting the industry, the main issue is a certain disconnection with audiences. But, ads aren’t annoying because they’re there, they’re generally ignored when they’re boring. With the creative industry thriving alongside the digital age, consumers are expecting more personalised ad campaigns with a certain wow factor; a purpose to keep watching. This is because frequent internet users can easily find the content they want, and can just as easily go somewhere else if they don’t like what they see.

However, marketers do have a very handy trade at their disposal. Digital marketers can tailor content to a very specific demographic, with increasing precision that can determine the level of success for a campaign.

Building a winning video strategy begins with five simple steps

1. Start with a big idea.

Some methods don’t change. Memorability, re-transmission, and action are all reliant on a good story. Which typically begins with a core idea, generally conjured to solve a major problem. Once this “story kernel” has been developed, brands can build on it by deciding how the challenge should be overcome.

A key component to remember is that simplicity translates into digestibility. Narratives should be thought of as embodiments of the brand’s virtue, rather than entertaining gimmicks that communicate some kind of message. Remember, creativity of expression is responsible for 75% of an ad’s impact.

2. Customize to context.

As well as narrative, it’s all about location, location, location. Spotlighting an ad in a context where the product’s value is clear — flood insurance during a rainstorm — drives the consumer’s need for the product.

Contextually relevant ads are far less disruptive on the viewer’s daily scrolling, therefore lowering the mental strain on the viewer.

3. Tie it all together.

A heavy constraint for this fresh marketing strategy is length. Instead of compressing content into numerous chunks, brands should form a story system that links discrete pieces of content into the bigger picture – the main narrative. Each piece works both independently and collaboratively, they inform specific values, while also explaining the main solution. This method allows the audience to attach themselves to the chunk that is most relevant to them, while still receiving the main message of the brand’s product.

4. Learn from your mistakes

After overloading yourself with a flood of information about a new and exciting marketing method, it’s important to remember that creative does not automatically mean successful. If you incorporate everything you’ve learned into your product at once, it may look new and shiny, but the audience could see it as a mess and confusing. Having a good eye for what looks good in this particular industry is vital to not only hooking your demographic, but convincing them that your brand and product is worth their time and money.

And even when you find something that works, the campaign should be watched and assessed as new trends and tricks for the industry appear. If your ad looks out of date, so might your brand. The most important thing to recognize of any system is to assume a direction of change somewhere.

Viewability, impact, and context are the fundamentals of successful campaigns, but it’s also important to understand whether the message is clear, whether viewers are attentive, and if this attention is translating into action.

Film smart

TV isn’t dead, but it’s aging. And the most current marketers, platforms, and agencies are securing a comfortable future by following consumers into a new age of video marketing.

Above all, when it comes to consumers, it’s wise to continue to be responsive to your demographic, and follow the way they interact with media.