Let’s be real: The days of 30-second ad spot dominance are over. The rise of online video is allowing advertisers and marketers more chances to get creative with their video advertising, and 2017 is only broadening the landscape further for innovative video marketing and advertising strategies.
It’s safe to say that if you’re not ahead of the game, you’re running the risk of missing a train that could revolutionize your business’ bottom line. We’ve scoured the internet for the latest in video advertising trends, and compiled our three biggest predictions for the year here:
One of the most interesting shifts we’re predicting in 2017 is the move toward vertical video. It only makes sense -- we consume video on mobile devices more than any other content format on the web, and since phones are inherently vertical devices...it’s about time video caught up with them.
An Unruly study reported that vertical video drives as much as 6x more interaction than horizontal, so we recommend hopping on board before the next big wave hits.
All Eyes On Facebook
It was recently announced that Facebook will be introducing a “mid-roll” ad format, which means ads can begin appearing in the middle of videos that are watched for at least 20 seconds. The social media powerhouse says that up to 55 percent of that ad revenue will be shared with publishers.
According to Recode, Mark Zuckerberg banned “pre-roll” ads, which run before the video begins. This positions Facebook as a less disruptive media source than video publishers like YouTube, which allow the pre-roll ads -- although YouTube does have the market cornered for revenue-producing content. This change will give publishers their first real chance to see a return
Focus On Native Advertising
Business Insider predicted that native ads will drive 74 percent of ad revenue by 2021. If you’re unfamiliar with the term, native advertising incorporates the product or service into what appears to be a fresh piece of content -- disclosing later, and usually quickly, that the piece was promotional. We primarily see this in influencer marketing (think Fit Teas on Instagram), magazines and Buzzfeed articles, but we expect to see a lot more native video ads in 2017.
A significant advantage of native advertising is that it is impenetrable by ad-blockers, one of the biggest headaches for advertisers and marketers alike. Until extensions can tell the difference between a YouTuber hawking a product sent for free and one she just happens to love, native ads are a safe and organic way to get your company in front of the eyes of your target demographic.
By all standards, 2017 is shaping up to be a whirlwind year for advertisers and video production companies alike. We look forward to seeing what advancements this year brings, and as much as we enjoy predicting the future, we know there are only more imaginative and innovative roads ahead.
About Digital Brew
Digital Brew is a full-service video production agency in Orlando, Florida that specializes in explainer videos and live-action projects. For more video marketing tips, visit www.digitalbrew.com.