With online video gaining ever more traction, the IAB Video Conference examined the way we think about video as a medium and how we can use it to gain consumer attention more successfully.
According to PWC’s Digital Adspend Study H1 2017, online video now has a 35% share of all digital display activity, overtaking banner ads (34%). Within that, mobile video grew 103% year-on-year, as part of a major expansion of investment in all mobile formats.
Consequently, it’s essential that we adopt best practice; speakers at this year’s IAB: Video Conference identified four key-learning points for brands.
Evolution of Video
Views and reach are dead. To truly measure success, the key metrics are engagement and affinity, according to ThinkJam.
It has been argued that consumers today have low attention spans, making life harder for advertisers. But is this always the case?
Attention & Effectiveness
Google outlined four drivers contributing to ad attention:
Reshaping Marketing One Video at a Time
Facebook identified three behaviours or arenas where mobile video is consumed:
Facebook suggest that ad recall (+57%), brand awareness (+103%) and purchase consideration (+64%) increase the longer the viewer watches a video ad (10s vs 3s).
Mobile Video in the era of data and automation
A Widespace study concluded that 15-second videos are watched until the end 3.4x more than longer videos. Video effectiveness relies on: the story, content, brand and reaction – brands have to cram all that into 15 seconds.