"Given the quantity of articles, presentations and studies dedicated to the importance of video in marketing, you'd assume its adoption was near-universal. Yet according to Aberdeen Group, only two-fifths of marketers use video as a strategy. This suggests that while we love to bang on about it, we often don't have the confidence - or resources, or skills - to take advantage of video in our campaigns."
"With consumers - particularly younger generations - switching off their TVs in increasing numbers, social video is becoming the go-to channel for spreading messages that were once reserved for traditional broadcast media. According to a Google-commissioned Nielsen study, more than half of US 18 to 49-year-olds are 'light' TV viewers or don't subscribe to a TV service at all. More than nine in ten of this demographic watch content on YouTube."
Video remains a powerful but underused marketing channel, with only two-fifths of marketers using video strategically. Smartphone ownership and constant device presence create prime opportunities for mobile-focused video ads, amplified by auto-playing content on platforms like Facebook and Instagram. Younger audiences are increasingly abandoning traditional TV and consuming content on platforms such as YouTube, making social video essential for reach. Effective video requires content tailored to the viewing medium and designed to stop scrolling. Limited confidence, resources, and skills are common barriers to wider adoption, and measuring video ad performance is necessary to optimize campaigns.
Read at The Drum
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