In-Serp Video Advertising
With Yahoo and Bing already including Video Adverts in search results Google followed suit and begun testing in-serp video advertising in 2016 as well. The video adverts in Yahoo search results work by having an expandable thumbnail image with a play symbol overlaid; once clicked, the auto-play video pushes down the search results and becomes larger. Once the video has finished playing the search results then return to normal. Bing’s ads work similarly, except they auto-play when you hover over the thumbnail image, you can then click to expand the video.
With Google already dominating the video online with Youtube, many believe that if they continue to go down the in-serp video ad route they will pull ahead of the competition very quickly. With many more users becoming more familiar and comfortable with video advertising online it will be exciting to see how this form of video advertising evolves over the course of 2017.
Branded Video Content over Traditional Advertising
The trend in companies creating branded video over traditional advertising increased throughout 2016. In an era of authenticity, it’s important for brands to develop a strong and on-going relationship with their consumers, the best way to do this? Create engaging content that aligns with you brand’s ethos and values whilst also appealing to your target consumer demographic.
When you take a look at some of the world’s best brands today, many have chosen to use storytelling to convey their company’s brand image. From Panasonic to Chipotle, marketing teams are placing their efforts in creating video content around broad relatable themes like relationships, community and the environment. In this extremely successful example on the right hand side by Chipotle, they deliver their brand message about cultivating a better future.
There has been a lot of research into this method of online video marketing over the course of 2016 with many studies concluding that in most instances this method of indirect video advertising or telling brand stories is a much more effective strategy than traditional advertising techniques – with the major reason being consumers see this content as more unique, authentic and interesting.
The key to creating successful branded videos lies in knowing your consumers, providing them with original and informative video content that they desire, therefore opening the door to new customers online in a non-invasive manner.
Homepage Videos and Product Pages
Great video content builds rapport, generates traffic and converts users; so it’s no surprise that the number of businesses integrating video into their marketing efforts in 2016 increased significantly.
A few years ago just having video content on your website was seen as a way to set your company apart from the competition, however due to video’s ability to quickly deliver and relay information about any product or service in a user friendly medium it is fast becoming a necessity for all businesses to include video production as part of their marketing strategy.
The addition of a video on your website’s homepage can have a dramatic impact on user engagement and conversion rates. It plays an especially significant role in the conversion process as it provides viewers with an instant and visceral experience that immediately adds authenticity to your brand or product, initiating that all-important relationship between your company and a potential consumer. When combined with well positioned call-to-actions a professional and informative homepage video can be extremely effective.
It doesn’t end there, the benefits to search engine optimization is yet another valuable reason to feature a video on your website’s homepage. In an age when search engine algorithms have evolved beyond keyword saturated content to delivering results that contain the most original, useful and informative content, video triumphs. With rich snippets and in-serp video advertising, it’s clear that video will continue to impact your website’s rankings throughout 2017.
You No Longer Need a Huge Marketing Budget!
In the last 10 years the cost of producing high quality video content has noticeably reduced. This isn’t to say that video is is the cheapest method of marketing, however the reduction in price has made it more affordable to smaller businesses and when done correctly it can provide your company with a great return on investment.
The results of video are also much easier to measure than traditional marketing techniques. Online video content is presented in players or containers as opposed to text assets, this is really useful when it comes to measuring it’s performance and ROI. For example, if a marketer had created an eBook for your company you’d be able to easily collate data on the number of individuals who’ve downloaded it, yet it wouldn’t be possible to measure the amount of people who read the entire book or at which point at which they decided to stop reading. However, with video you can see exactly how your customer engaged with your content.
With more video hosting providers developing tools and metrics to analyse all aspects of a video’s performance, you’re able to quickly alter the placements of your call-to-actions or make alterations to aspects of your video that are losing engagement; the result being an increase in user engagement and conversion.
Mobile Video Will Dominate
The number of views coming from mobile devices has continued to increase in the last few years and is a trend that is set to continue into 2017. In 2012 25% of Youtube views came from mobiles, this rose to 40% in 2013 and 50% in 2014.
In 2016, over half of all views were on mobiles and 65% of Facebook videos were watched on mobile devices. Ensuring that the video content you produce optimized for mobile devices is more important than ever, a well-produced video is much easier for users to engage with than small or abbreviated mobile text.
Mobile video also focuses your viewers attention on the content, as opposed to desktop sites which are often surrounded by a lot more distracting content. With predictions stating that by 2018 online video will grab a 69% share of total internet traffic , it’s certainly worth taking the time to consider how video marketing could benefit your business in the near future.