Video is a hotter topic than ever in marketing, with users consuming more and options for advertisers multiplying rapidly.With so much development in the industry it can be hard to look at the bigger picture or anticipate what the next big trend might be, but in this article, I’ll share where I anticipate we are headed.
The evolution of video
Once upon a time, there was only one place you could choose to serve video content to users: television. If you couldn’t afford TV advertising, you had to rely on just static imagery or text to tell your brand’s story.
By 2021, North Americans will have 13 internet-connected devices each, and residents of Western Europe will have 9, according to the Cisco Visual Networking Index (VNI) forecast. Between their phones, laptops, work laptops, smart TVs and tablets, they can consume video content in a variety of ways on a myriad of different platforms. And this proliferation of devices has bought with it a huge opportunity.
Those smaller advertisers who used to rely on static imagery can now tell their story with video, thanks to the accessibility of digital platforms. So far this year for the first time, minutes of video consumed online has exceeded that of TV, meaning that even advertisers who may previously have focused their video efforts on more traditional channels are waking up to user demand for consuming video online.