The rise of social media and social networking sites has created new arenas within which brands are competing for the attention of audiences.We are told repeatedly that humans are visual creatures and that people are four times more likely to engage with an image on Facebook that a text based post. What does that say for video? Well, audiences are 12 times more likely to engage with a video than a text based post.
Video is a powerful tool. It can be used to tell stories, spread messages and encourage action.The availability of high speed internet both on fixed and wireless networks has made the use of video more widespread for both bloggers and brands. Bloggers who were not comfortable with their writing skills can now tap into the power of online video to communicate their knowledge and passion.Brands such as Old Spice have realized that an online video that goes viral can be more powerful than a 30 second TV ad spot. As people consume digital content differently, it’s clear that video view counts alone don’t tell advertisers enough about the value driven from digital video ads. Marketers should experiment with shorter ad creative to drive value for their brand, keeping in mind that value increases the longer people watch. As always, advertisers should continue optimising ads for campaign goals, but going forward, they also need to look deeper than view counts to measure total campaign value.
Every part of a video view – from the initial impression to a complete video view and everything in between – drives value. Understanding this helps advertisers build content and evaluate success.
Online channels like News Feed changed how people consume content, giving them the power to decide what content (including ads) warrants their attention. If they don’t like what they see, they scroll past it. And, even if they do stop long enough to see a video ad, people respond differently to videos. Some people see the video but don’t stick around to watch it. Others watch part of the video and move on.