When it comes to actually reaching audiences, traditional television spots used to be the obvious go-to method, but today’s consumers are fragmented across devices and demanding that their individual content needs be met. That’s where digital video marketing comes in. eMarketer cites 2016 as a “benchmark year for digital video usage, particularly streaming television” as over half of the U.S. population will watch TV shows online at least once a month1. Due to this divide between digital video and traditional TV audiences—marketers can no longer rely on the broadband messaging of the past to reach (and resonate) will all of their target audiences.
Digital video goes above and beyond the reach of television. Not only does digital video allow for brands to target specific audiences, but also gives them the ability to track metrics on a wide variety of content across any screen. Digital video gives brands access to cord-cutters and younger audiences who have moved on from traditional cable and broadcast TV services. The opportunities don’t stop there—digital video brings personalization. In today’s consumer ecosystem—where customization is king— brands can deliver the right message, to the right consumer, at the most relevant time.
As audiences require more on-the-go capabilities advertisers need to make sure they’re keeping up. Digital video brings brands more opportunity to serve a wide variety of content that is customized across devices. The traditional 15 and 30-second videos are not the only thing to consider anymore. Where it’s creating a shorter, vertical video for mobile audiences, or offering longer-form content on connected TVs— traditional commercials have been replaced by engaging, personalized videos that help deliver attractive messaging across any device.
Digital video marketing can also yield important metrics that better determine ROI and actual engagement from audiences, rather than just views. Through digital means, brands are able to to itemize, quantify and qualify audience engagement to ensure that marketing dollars are allocated to the right place. Video marketing is no longer a guessing game—brands are using data to bring more appealing, accurate and relevant content to audiences.
To find out more about the rise of digital video and how your brand can create relevant and engaging video experiences on any screen, check out our Marketer’s Guide to Interactive Advanced video Marketing.
1 eMarketer, February 2016