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Video advertising trends that are changing the game

23-January-2014
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Video advertising trends that are changing the game

With the growing number of smart phones in the country (thanks to cheap Chinese substitutes of high-end smart phones) video consumption has risen manifold in the past year or so. Data or no data, smartphone users are consuming more videos than ever and that’s a positive trend according to the experts since that is the beginning.

Though bandwidth still remains a big dampener for online content consumption, in Metros where connectivity is not that bad, video content consumption has gone up. Naren Nachiappan, Managing Director, Jivox, an ad network stated that since people are becoming more receptive to video ads brands are also using the medium with richer and more relevant ads. “There is a bigger expectation that people have with video ads now. They want it to be more interactive. Nowadays a lot is being built into the ads; you can find store locators, real-time weather feeds and much more. Ads are getting richer and more interactive,” he added.

Preetesh Chouhan of VP-APAC, Vdopia Inc echoed similar views. “A big change that is happening is that brands getting more concerned about the right targeting of audience. Targeting is become more behavioral. We can now target based on intent of the viewer. Going forth it’s only going to get more advanced,” he said.

Based on their inputs we have put together some video advertising trends the past year has seen and will continue to rule this year as well: 

Mobile is the way to go
Mobile devices are becoming by and large the medium of choice with viewers across the country. With 3G service becoming more accessible viewers of video content are going to grow manifold in the coming months, stated Nachiappan.

Better targeting by brands
As stated earlier, brands are getting more concerned about the right targeting of audience. It’s not just one format fits all medium approach anymore. Both the industry player agreed that since better targeting technologies are available now the content is better targeted and as a culmination of these users are getting more relevant ads.

If it’s live, its better
“Live content will become a huge eye grabber,” stated Chouhan. Live content is always premium and exclusive and it gives any medium an edge. “Advertisers should also look to tap in to the live content as its gives them premium audience and exclusive exposure,” he added. Live content on digital platform has been a huge trend the past year with many of the online platforms bagging exclusive rights of IPL matches and other sports events.

The more the screens the better
There is likely to be an increase in demand for unified screen experience. The world has already moved on from laptops and PCs to mobiles and tablets and connected TVs are the new fad this year. Multi-screen ad engagement plans from the clients should be expected in the coming months. Also, having content on one platform alone does not cut it anymore for advertisers as well. Cross-platform integration of content is an essential now.

Content is the king
We have already seen a huge change in the ad content be it the Flipkart campaign or the more recent Tanishq campaign. Brands are slowly moving to differentiated concepts where they are not only talking about their brands but giving viewers something to think about, laugh about or just talk about. Going forward this trend will only catch up more. “Some of the most powerful campaigns are those that connect with users,” said Nachiappan.

On how the advertisers can leverage video ads as a more effective medium to reach buyers, Chouhan stated that placement and distribution are very important. “Brands should really think though their placement based on their target audience,” he added. Nachiappan, on the other hand, stressed on the importance of usefulness and relevance of the content. “If you just talk about your brand or have a video that is purely about the value of your brand you will not connect as well as if you would communicate what it does for consumers,” he said.

This way or that way, video as a medium for advertising is really looking up. While consumers sure are becoming more receptive and open to the video ads advertisers also know how to get to right audience with exactly what they need. With 3G penetration on the rise and 4G coming soon in the picture all stakeholders are hoping that videos will get their due not only in metro cities but also in Tier III and IV cities.

 

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