In recent years, video has become an increasingly important part of the digital marketing strategies of companies. Brands are investing more and more money into position in this area and the video has become a kind of darling of Internet advertising. Things seem to be no further calls to change in the coming years.
The figures are incredibly promising, while growth can be expected impact in the coming years and also in a way particularly marked them. The latest study by eMarketer on the subject not only confirms the trend and point out a very promising for those who bet on the video future. The figures are based on data from the US market, but as this market is often set, the tone for what will happen in the Western market over the next few years can be seen as a kind of oracle of what to expect at other markets.
What will happen to the video advertising market?
By 2019, it is expected that the figures for this market to bend, as manufacturers will increasingly giving priority to this segment. Consumers will increasingly videos (estimated some studies on what will happen on the network indicated that in the future can be expected that the videos are most of the Internet traffic worldwide) and the means and media online turn produce more and more videos, creating a scenario in which there will be more and more places where to position ads.
Thus, if in 2014 the brand spent 5,240 million in video ads (3,700 desktop and 1,540 mobile), this year will reach 9,590 million dollars (5,510 desktop and 4,080 mobile) and in 2019 the 14,770 million dollars (6,820 to 7,950 mobile and desktop). Although growth rates will slightly cooling (the investment grew 40.8% in 2014 and 42.4 in 2015 while in 2019 will be 13.1%, all annual amounts), the fact is that the video will go from strength to strength and reaching ever more prominently in advertising budgets.
The mobile boom
The big winner in this growth is also mobile, showing figures growth well above the desktop. In total, the mobile still lags behind (although every time the distance is less) but growth rates far exceed average and the desktop. In 2015, the mobile grew by 80.6%, ahead of the average of 42.4% in advertising video and 26.5 who got the desk. In 2019, it will grow at a rate of 14.1%, compared to 13.1 and 12.4 market desk.
The reason for this growth in mobile ad spending is a key element, increasingly are content to mobile devices and these are becoming increasingly important in the hours of entertainment and content consumption. If the content consumption grows in these media, brands increasingly invest in them, as they want to be there where consumers are.
However, the future should not only see a desktop analysis against mobile. A as new platforms and these are more successful and get be used (this is what happens to the connected television), the market potential of the video are increasing.
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The mistakes that brands and publishers
However, while the video has a very promising future and although investment is increasing, that does not mean that brands and media are already making mistakes that could ballast weight and make the experience that consumers are becoming less receptive to these messages. Brands are playing with fire, too, because they should not weigh down a format that gives such good results with errors that are easily solvable.
What are the mistakes that were being committed? Consumers are still subject (and hating) to pre-roll videos that are always the same (and there is nothing more frustrating than to see again and again the same ad when viewing content) or internet advertising that is not designed for it (the brands are using their TV ads such as video ads, but the support is not the same and the rules either). The list does not end there.In analyzing eMarketer also, include forcing see ads before very long-term or short videos to suffer autoplaying Internet users, especially when it is accompanied by sound.
These experiences are not only bad and have a very negative impact on the perception of consumers, but also are not getting at all successful, which makes it even more questionable whether the marks used.