Let’s face it, most of us love watching videos on the internet. It’s cheap entertainment, in an easy-to-digest format, that gives our eyes a rest from the abundance of textual information online.
You needn’t be ashamed of your screen time, you’re by no means alone. In fact, people now watch an average of 16 hours of online video per week, crazy right? Scarier still, this doesn’t include Netflix…but does this global fascination with online video content extend to advertising? Is video advertising preferred over other formats?
The short answer is yes! and there are some interesting figures to back this up…
In 2019 the global digital video advertising market size was valued at $41.13 billion USD and since then, has steadily increased by around 21% per annum.
In 2020, 96% of consumers increased their online video consumption, and 9 out of 10 viewers said that they wanted to see more videos from brands and businesses.
In a 2021 Lemon Light Survey, 94% of respondents shared that watching a video has helped them make a purchase decision at least once.
Naturally, marketers are flocking to the digital sphere to jump on the proverbial bandwagon, but in their haste to ‘clip the ticket’ on this billion-dollar industry, they often forget one crucial factor – that we (the users) are time poor and spoiled for choice. Truth is, 65% of all video ads are skipped. It doesn’t matter how many ads you publish, if the content doesn’t appeal to your audience, they simply won’t watch.
To successfully advertise using video, you need striking content that grabs your user and breaks through the online noise. Here are my top 5 recommendations for successful video advertising…