10 Media Trends for 2015: Video
Driven by connectivity at faster speeds and growing time spent on mobile devices, video usage and therefore advertising has seen an exponential growth in traffic.
By 2017, Cisco predicts that 69% of all consumer internet traffic will come from online video. Once the domain of YouTube, today many online brands such as Facebook, Twitter, Tumblr along with news services are using in-stream video ads for driving deeper engagement. Video is fast becoming shoppable; hover-over or click-through to buy products. Brands can take further advantage of this technology through programmatic platforms offering targeted video ads across all devices, such as mobile, desktop, tablet and connected TV's well as new interactive opportunities on gaming console platforms.
Status in Australia
In Australia video advertising spend has seen a YoY increase of 41.8% with FMCG brands driving the majority of this growth*. Brands are creating bespoke content specifically for the online environment. We are seeing brands harness popular online personalities, such as Old Spice partnering with the Bondi Hipsters and Westfield using YouTube stars Sophia Grace and Rosie. Brands such as Tourism Australia and Mondelez are setting up video partnership deals with Google in an effort to reserve premium YouTube inventory. New technology is creating more opportunities to extend liner video advertising across multiple channels. TV Sync identifies when a TVC is playing and targets the user with a synched ad on Facebook.
Implications for brands
1. If content is King then distribution is Queen! One size does not need to fit all. Target content, target distribution!
2. Online video is essential to any AV strategy. Programmatic platforms allow us to buy premium video with consolidated learnings across connected screens.
*IAB Australia Online Advertising Expenditure Report - Sept 2014