Livestream, 360° video, virtual reality, etc … Technology reinvents video marketing.
Cisco estimates that video will account for 82% of global Internet traffic by 2020, up from 70% in 2015.
Internet video advertising spending is expected to rise from $ 9.90 billion in 2016 to 28.08 billions of dollars in 2020. “A picture is better than a long speech”.
The lazy Internet user does not like reading long, complicated texts. In mobility, it consumes more short messages accompanied by striking images. The video has become in a few years THE big thing, a weapon essential to make speak of a mark.
Video – The Most Consumed Format
With each generation its favorite video content, according to the latest study of Médiamétrie, conducted in March 2017.
Spending 22% of their time on gaming, 15-24-year-olds are keen on video games.
25-49-year-olds are much more present on general merchant sites and spend 79.9% of their time watching videos related to products and/or services.
Finally, over 50s view videos from specialized portals as well as videos from regional guides: they devote 68.1% and 68% respectively of their time. are in the neck-and-neck since in the world:
66% of consumers say they watch videos every day on their computer compared to 63% on mobile.
50% of online videos are viewed from a smartphone.
(Source: AOL State of the video industry study, global research study, February 2017)
This requires marketing teams to create content that is primarily mobile uses so that the message broadcast is the most impactful possible. The evolution of consumption patterns in France follows the same trend.
On a daily basis, French computer videonauts are 9.7 million, whereas they are 24.3 million mobile users.
It is estimated that 34.3 million people watched at least one video on a computer or more than 1 in 2 French people.
Of the uses favored by French mobile users, video is in the lead: 34% watch at least one video per month, a rate that rises to 66% among 15-24-year-olds.
(Source: Médiamétrie figures, March 2017)
This requires marketing teams to create content that is primarily mobile uses so that the message broadcast is the most impactful possible.
The consumption of mobile videos affects the format that will win the preference of the audience. The horizontality of the videos, format born of the cinema and then adapted to our horizontal field of vision, is gradually replacing the vertical format, which meets a growing success with the users.
The format is indeed adapted to the support that is the vertical screen of the smartphone. As a result, mobile users like content to fit the screen that presents them for an amplified experience.
- Snapchat said that on its application vertical videos were 9x more engaging than horizontal videos.
- Vertical videos represent 29% of the time spent on a smartphone
Due to this change of use, 2016 was year 1 of “mobile first”. All web platforms have adapted their content to the mobile channel, first to ensure a better user experience, but also meet the requirements of Google.
Indeed, the search engine now takes into account mobile content to index its pages and no longer content sites.
(Social media: the new eldorado of video marketing)
The number of videos literally explodes on social networks
According to the “17th edition of the SRI e-Pub Observatory”, they accounted for 28% of video segment advertising expenditure in 2016, compared with only 8% in 2015.
Not surprisingly, YouTube is positioning itself as the juggernaut of the video. In 2016, no less than 6 billion hours of videos / month were viewed in the world. In France, the figure is 100 million (sources: Google, YouTube).
Our advice: It is essential to look after the SEO of its YouTube channel to stand out from the competition. You will find all the necessary tips in this article. As powerful as it is, Google’s video platform sees its cake gradually nibbled by the mobile platforms that play the card of native integration.
Video has become the playground for Snapchat, which has surpassed 10 billion video views / days. The star of ephemeral photos and videos will soon be overtaken by Facebook since it accounts for nearly 8 billion videos viewed daily. Not surprising since, in France alone, video accounts for 40% of Internet users’ publications.
(Source: poll conducted by statistica in 2016 Our tip: To generate engagement, prefer native videos)
They integrate naturally into the content of the site and are therefore considered less intrusive by users. The “native ads” are on the rise and the budget devoted to them is expected to increase by 156% by 2020 to reach a modest sum of 13.2 billion euros. The reason for this success? The format perfectly adapts to two trends among the most structuring of the market currently that are mobile and social.
- According to Quintly, Facebook native videos generate 4x more engagement than a regular video!
- The duration of the video is also a parameter to take into account. On social networks, we are witnessing the rise of the mini-video. While videos average about 140 seconds on Twitter and 60 seconds on Instagram, they are even shorter on Snapchat, where the maximum duration is 10 seconds. Also, 15-second videos are shared 37% more often than 30-second or one-minute videos, and 30% of people stop watching videos after 30 seconds. Conclusion: to get a message, go to the basics.
(Source: “What formats to favor on social networks”, April 26, 2017, Strategies)
The era of live video Periscope, YouTube or Facebook Live … The year 2016 was marked by the emergence of platforms and applications that allow “livestreamer”, in other words, to broadcast live content through a smartphone. A great way to create exclusive content for brands.
Facebook users spend 3x more time watching a live video on Facebook. A figure that is explained by the possibility for Internet users to react live (comment, like) to what is happening in the video. Moreover, the ephemeral and spontaneous dimension of this format is more engaging Internet users since a live video generates 10x more comments.
Live Facebook broadcasts could therefore be the next phenomenon of social networks. For example, the concept of the program Brutus has considerably modernized political debates: finished the themes and questions prepared, the debate is broadcast live on Facebook to allow Internet users to challenge live (via comments) candidates for the presidential election on the topics they wish to address.
The show was a hit with Internet users since it has gathered nearly 1 million viewers on 4 episodes. The proofs that it is now possible to capture a significant audience live on social networks. After blogs, vlogs (video blogs), instead of liveblog? Case to follow…
According to Orcale, 78% of brands should use virtual reality by 2020. Immersive, VR technology offers a more intimate user experience that promotes consumer branding. London start-up Advir conducted a study on the subject:
- The engagement in virtual reality videos is more important than in a conventional format: in the world, the classic display has a commitment rate of 18%, while that of the VR video is 23%.
- For a classic video campaign, brands have a retention rate of 67%, compared to 100% loyalty for a virtual reality campaign.
- VR also contributes to the good image of brands since 80% of those who use this technology have positive press coverage!
In response to the growing success of VR, Advir has developed a technology that allows programmatic product placement within virtual reality applications: a more interactive advertising format that will allow brands to display the product in 3D and to consumers to be able to consult it in detail.
Although this technology is still beta test, the start-up is already working with Orange advertising, Yahoo and Bidswitch. French consumers seem receptive to this new technology since 63% of French people say that they would like to try virtual reality according to the Tonula study conducted for LSA in April 2016. A figure that should increase in the coming months with the democratization of helmets. Virtual reality, lowering their costs and developing content creation for VR.
Thanks to Facebook, 1.5 billion users of the platform have access to 360 ° videos without the need for special equipment. Although 360 ° cameras are becoming increasingly popular, this technology is used more by brands than individuals according to the Vanksen study. Moreover, some major brands have already seen the beneficial effect of this video format on their advertising campaign:
- Red Bull was one of the first brands to embrace 360 ° videos. Thanks to the sponsorship of many sporting events, the brand has been able to offer immersive content that is unique to these fans, such as during an F1 Grand Prix. The operation dubbed “Red Bull 360 ° F1 Experience” recorded a commitment rate of + 80% and a video sharing number of 4.5x larger than a conventional video.
- For Nescafé, the 360 ° #GoodMorningWorld video literally made the buzz on Facebook. It was enough to move his phone from left to right to discover different people resume the song “Do not Worry” Madcon with cutlery for only accompaniment. The result: + 70% commitment for this special video good mood
- The Oreo brand of biscuits offers Internet users a colorful trip that tells the secrets of manufacturing its products. This 360 ° video has 2.9 million views and 1300 likes.
- Mercedes-Benz automaker celebrated its 20 million Facebook fans with a 360 ° video featuring miniature cars in the stratosphere. Called “20 million stars”, the video has engaged 5x more fans of the brand than a traditional video.
Online advertising growing
As far as video advertising is concerned, digital continues to grow. Indeed, the total investment in e-advertising amounted, an increase of 7% compared to 2015, according to “the 17th edition of the Observatory of the SRI e-Pub “, produced by PwC, in partnership with Udecam. Also, the share of in-stream videos in the different advertising formats used is constantly increasing since the development of video platforms (YouTube, Dailymotion).
However, the out-stream format proves to be more efficient for brands. Indeed, this type of advertising invented by Teads “place commercials outside the traditional video stream, integrating video advertising into different types of content, such as an article or a slide show” (SRI).
Thus, advertising is triggered only when the user is interested and it can not be skippered (as in an in-stream video): a guarantee to obtain a higher visibility rate. This advertising format is becoming a standard for online video advertising. Another remark, the advertising market for online video is maturing and converging more and more towards the TV model.
For example, the announcement of Appnexus at its annual summit on May 4 in London. From now on, its programmatic platform of purchase and sale of spaces advertising offers the marketing of advertising screens and not only spot to spot.
In addition to increasing the inventory available on long formats (programs, films in replay, etc.), this new feature will help to ensure publishers and their advertising customers a more premium context. “Until then, selling the advertising screen as usual on TV – for example a 5-minute screen made up of 10 spots of 30 seconds – was not common on the Web because technology could not guarantee rules set by publishers as not to make a competitor appear on the same screen. Now, AppNexus technology allows you to market advertising screens on long video formats with the same guarantees as TV.
Finally, the market share of the mobile video display is gradually reaching that of the desktop. Mobile accounted for 41% of display purchases compared to 59% for desktop in 2016. In 2015, market shares were 26% and 74%, respectively.
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