by Dave Sniadak
We've seen a dramatic shift since 2010 in how advertisers are using video campaigns - online, interactive, and through traditional media buys. Accordingly to an Adap.tv industry survey of 638 agencies, brands, publishers and ad networks, nearly three out of every four advertiser (73%) is setting out to build brand engagement with their video initiatives. This shouldn't come as a surprise to those of us who advise our clients how to utilize video in their marketing and advertising efforts.
However, what is slightly surprising could be that in the past 24 months, the attitude towards online video has shifted so dramatically from brand awareness to brand engagement. How dramatic? In 2010, only 18% of advertisers saw value in brand engagement with video. In just two years, attitudes have spiked by 55% in favor of engagement.
The cross-platform integration of video - thanks to the strong saturation of tablets, smart phones, and even smart TVs - allows companies to deliver their message simultaneously on a multitude of mediums. No longer are companies forced to simply buy a flight of cable spots that go out and fall flat. Now, for example, we can buy the cable time on ESPN, while coordinating buys on ESPN.com, and even ESPN's mobile app.
The ability to hammer home a message with video has never been greater than it is right now. However, do advertisers run the risk of over-delivering content to a video soaked consumer base? Fresh content is crucial to ensuring a successful campaign. Keep that in mind as you dial up your next media buy.