Guest Column: What is the forecast for video advertising in 2017-18?

A few years ago, YouTube’s Robert Kyncl anticipated that by 2020, 90 per cent of all internet traffic will be video and it appears that his prediction is turning into a reality

e4m by Ashish Shah
Updated: Nov 22, 2017 8:50 AM

A few years ago, YouTube’s Robert Kyncl anticipated that by 2020, 90 per cent of all internet traffic will be video and it appears that his prediction is turning into a reality. For the past two years, advertising has been moving intensely towards video, and 2017 will see a more prominent surge in notoriety for the engaging format. As it’s 2017, it’s time to think about building this opportunity of 2017-18 video strategy and here are the latest trends to keep in mind:

Rise of video storytelling

Individuals flourish with stories, as they play on the need to connect and they’re instantly more memorable than most other forms of communication. Video storytelling gives a unique twist to the old game by combining two preferred informational mediums into one promotional powerhouse. Countless companies grabbed on this advantage in 2017 and began incorporating video storytelling into their marketing tactics. This pattern will completely grab hold in 2018.
Regardless of whether they’re sharing customer stories, explaining and clarifying how another thought was first envisioned or demonstrating an item amid its advancement organize, various businesses will try their hats at video storytelling in 2018 to build customer loyalty and brand retention.

Brands will communicate via video

Email newsletters keep playing a major role in advertising strategies. Embedding video into these emails will become mainstream by next year as brands try to maximize their effectiveness.
Newsletters with embedded videos have high open and click-through rates and videos can be utilized to build consumer relationships through creative brand storytelling. Unsurprisingly, video thumbnails are added to email campaigns and the customers are hooked. Video email boosts customer open and view-through rates and gives your brand a thumbs-up in the industry.

We're beginning to see the video email drift beyond itself and this move is expected to gather more steam as we head into the new year.

The growth of live streaming

Live streaming has grown in prominence in both the social and marketing worlds. This feature of live streaming was already available to public figures. However, now it’s trending wide and allowing users to interact or chat with friends with the live setting. We saw more organizations try to “go live” via social media sites like Facebook and numerous others utilize this technology to hold industry-wide broadcasts on various hosting sites. The results of this move were quick and instantaneous.

2018 promises to be the year that we see live streaming take off and going full swing. Business will explore all the ways to connect by giving behind-the-scenes tours, holding inquiries, interviewing, question and answer sessions, providing training and giving product demonstrations. This type of unedited content increases traction by implying immediate trust and is a fantastic way for businesses to get ongoing real-time customer feedback, additionally improving the communication experience amongst brand and consumer.

Demand for temporary content

Snapchat and Instagram Stories have given rise to “temporary content” where video and photos are accessible for only a short amount of time before they disappear. This gives brands the opportunity to engage with consumers in a unique and more urgent way because this content isn’t for posterity; it’s for the moment and then it’s no more.

By sharing temporary video content, it’s more likely to have viewers really listen to your message. Audiences are captured by the lure of a one-time only experience and fruitful advertisers will keep feeding this demand in 2018.

360-degree videos

A recent case study by Magnifyre uncovered something significant about the 360-degree video format. It said that the average percentage of individuals who viewed a 360-degree video was 28.81 per cent higher than for a similar video in a non 360-degree format. The case study likewise showed that double the number of viewers watched the 360-degree video to completion.

Not every video will be appropriate for the 360-degree format. In any case, one great use for 360 is product videos used by sales teams. 90 per cent of users say that product videos are useful in the purchasing and decision-making process. For real estate or large equipment that can’t helpfully be shown to a prospect, a 360-degree video is a compelling way let someone feel like they’re taking a glance of the product “face to face.”

Ashish Shah is the Founder & CEO of Vertoz.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

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