[opendtv] Forbes: 5 Online Video Trends To Look For In 2015
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Wed, 17 Dec 2014 02:27:30 +0000
This excerpt:
"Each year, more and more people are ditching cable and are opting for online
services like Netflix and Hulu. Naturally, a greater number of companies are
moving funds away from TV ads, TV production budgets, and TV ad buys - all of
which provide little to no insight into the viewer. That money will instead go
to the amazing digital content being produced on a platform where marketers can
measure everything as well as hit critical demographics like Millennials."
only illustrates why TV content needs to make this same migration. It's not
either/or, it's more like, if you can't beat'em, join'em. The distribution pipe
is the main difference here, not the type or quality of content, after all.
Bert
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http://www.forbes.com/sites/groupthink/2014/12/08/5-online-video-trends-to-look-for-in-2015/
12/08/2014 @ 9:43AM
5 Online Video Trends To Look For In 2015
Guest post written by
Erika Trautman
CEO of Rapt Media
The online video industry moves quickly. As the year comes to an end, we're
already contemplating what's in store for online video in 2015. For marketers
and publishers alike, the new year creates a tremendous opportunity to shake
off the shackles of everyday execution, start thinking big for 2015, and
determine how to deliver a new level of sophistication, user engagement, and
results.
From mobile video to marketing automation to digital-first programming, here's
how we see today's emerging trends growing into marketing must-haves in 2015.
1. Mobile will matter more than ever
Today, over 20% of video views are happening on mobile devices, and that trend
is growing quickly. According to a recent eMarketer study, more than 77% of all
tablet users will watch video programming on their devices at least monthly,
and that penetration rate will grow to 87% by 2018, totaling 149 million tablet
video viewers. To put that into context, more than 70% of all digital video
viewers will be watching on a tablet in 2018.
Rewind three years, and know that 2015 is going to be a great year to put
fantastic mobile-centric, and mobile-inclusive innovative Web ideas in front of
your brands, as well as run targeted mobile ads, and collect and analyze user
interactions from all types of mobile devices.
2. Marketing automation will make videos smarter
Fifty-eight percent of top-performing companies (defined as those where
marketing contributes more than half of the sales pipeline) have adopted
marketing automation, and a greater amount of agencies will become fluent in
the marketing automation world in the coming year as the adoption of marketing
automation technology is expected to increase by 50% by 2015, according to
SiriusDecisions.
But businesses will take marketing automation a step further this year by
integrating their marketing automation systems (MAS) with their video content.
The metrics and results that agencies will present to brands from their
MAS-integrated videos will forever change the depth of analytics and customer
information that brands expect from their videos. Gathering and sorting lead
and engagement data to qualify leads, drive sales, and to understand the
difference between mass viewers and target audience viewers is finally possible
(and easy to collect) via marketing automation-integrated video.
3. Less focus on mass marketing, more on targeted marketing
We all know the Internet has serious scale, and you can buy impressions in just
about any amount, but agencies will start really thinking through the
difference in value between a mass market and a target market strategy in 2015.
Agencies will recognize that the likelihood of conversion from a mass market
distribution strategy is remote. As brands shift their focus to moving shoppers
through a purchase journey where they have a closer relationship with the
viewer, they'll realize guiding customers towards a distribution strategy that
is more targeted and more personalized will more likely lead to conversions.
4. It's all about original and premium digital video programming
Web video and, by association, Web ads, used to be fairly low quality - we all
know the challenges YouTube faced selling ads in front of questionable UGC back
in the day - but original digital content is growing up fast. And, as evidenced
by the coverage of this year's NewFronts, 2014 marked an inflection point,
where digital-first, premium video content hit its stride. Great content
creators like Conde Nast Entertainment, AOL, and Vice Media (to name a few) are
producing spectacular digital-only shows designed to target an exclusively
digital audience with high-quality content, and this trend will continue to
grow in 2015.
These new digital programs also provide opportunities for agencies to deliver
premium ad content meant for the Web to an audience most comfortable on the
Web. The sites themselves will become more sophisticated, which means the
premium or native ads they support will elevate brands to reach important
audiences.
Content marketing and programming are no different. Agencies will make the
choice in 2015 to allocate budget in a new way. Three out of four brand
marketers and advertising agency executives said they expect original digital
video programming to be as important as TV programming within the next three to
five years.
Each year, more and more people are ditching cable and are opting for online
services like Netflix and Hulu. Naturally, a greater number of companies are
moving funds away from TV ads, TV production budgets, and TV ad buys - all of
which provide little to no insight into the viewer. That money will instead go
to the amazing digital content being produced on a platform where marketers can
measure everything as well as hit critical demographics like Millennials.
5. From the "Great Unwatched" to the Conversion Driver
The U.S. is watching more videos online than ever before (38.2 billion videos
in Q2 2014 alone - an increase of 43% over last year). However, the percentage
of viewers who actually watch an entire video to its completion is low, and
poor engagement and low conversion is a common - and expensive - problem. As
video budgets continue to grow, so will the scrutiny from executives to ensure
they are getting their money's worth. And with the way traditional linear video
is going, execs won't be happy in 2015.
That said, with its two-way engagement and completion rates of 90% and above,
interactive video is poised to become the single most powerful tool companies
have to communicate with customers and demonstrate true ROI to the higher-ups.
We think 2015 will be the year that video marketers realize the power of
interactive video and incorporate it in their marketing strategies for the year.
"Consider what it really means that consumers and brands can have an
interactive, multidirectional, even personalized relationship with programming
content that allows them to figuratively reach through the screen to extract
information and entertainment of value to them," AdWeek's Randall Rothenberg
said at this year's NewFronts.
And there you have it - our five predictions for online video in 2015. With
audience habits shifting, expectations growing, and technology evolving,
there's no doubt that we'll see brands, agencies, and publishers alike
exploring new ways to make their online video strategy standout.
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