Video Advertising

You’re no doubt aware that video on the Internet is becoming more popular all the time, especially as Internet connections in general become faster and more affordable. You were likely not aware, however, of just how extensive the reach of video has become in such a short amount of time.
According to a study conducted by KPCB, online video will account for an amazing 74% of ALL Internet traffic by the end of 2017. Over half of the people who are online right now will watch at least one video before the end of the day. Even using the word “video” in an email subject line can boost the rate at which people actually open that message by an astounding 19%.

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Video Advertising: By the Numbers

Another one of the reasons why video advertising is so powerful ultimately comes down to its malleability as a format. Video isn’t just great for people searching for content on Google or browsing their favorite channels on YouTube – it’s also a major hit on social networking sites in particular.
According to one recent study, an incredible 82% of Twitter users actually watch video content on the site – something that runs contrary to the actual intention of the platform, which is to give people short bursts of content in the quickest way possible.
Also consider the fact that sites like YouTube have massive user bases, all of whom are actively looking for more content all the time. According to another study, YouTube has over a billion active users – or roughly one third of all the Internet users on planet Earth. Let that sink in for a moment. 45% of those users watch more than an hour of videos per week, breaking down to about 500 million hours of videos being watched on YouTube every single day.
More video content has literally been uploaded in the last 30 days than all major television networks have created in the past three decades combined. This was true last month, it will be true this month, it will continue to be true next month and beyond. Based on that, it should come as a surprise to absolutely nobody that 87% of digital marketers are currently using video content to further their campaign efforts – a number that is steadily climbing all the time.
But again, simply using video is not enough to guarantee success. Video is a tool and as with any tool, it all comes down to how you use it. If you truly want to excel at video advertising on sites like Google, YouTube and others, there are a few key things you’ll want to keep in mind.

Video Advertising: The 21st Century Platform

One of the most important things to keep in mind about video advertising has less to do with the content itself or even the audience and more to do with the channel where that content is experienced. Different people go to different video sites looking for vastly different things and to be successful in terms of marketing, you need to be able to anticipate these changes and act accordingly.
Take Facebook advertising, for example. According to a study conducted by Digiday, more than 85% of ALL Facebook video is watched without sound. You may think that this means you should release a bunch of “silent films” onto the Internet to further your marketing efforts, but you’d be wrong – the same concept is NOT true for sites like YouTube.
Length is also something that must be considered very, very carefully. Out of everyone who clicks “Play” and starts to watch a video, only about 65% of them will make it more than 3/4ths of the way through that content. A small amount of people will actually make it to the end. This isn’t necessarily a bad thing, it’s just something that you will have to account for. Saving your call-to-action or value proposition to the very end of the video likely isn’t a good idea, as very few people will actually see it. You’ll need to strategically insert that content into the early portions of the video for maximum impact.
You’ll also need to create a wide range of different types of videos to service a few different goals, all at the same time. Not everyone wants to watch a commercial on the Internet – in fact, most people don’t. So instead of throwing your arms up in the air and saying “video advertising doesn’t work,” you need to get creative. Even though more people are using ad blockers than ever before, for example, four out of five consumers still say that product demonstration videos are incredibly helpful. More than that, people who view those demo videos are almost twice as likely to purchase as those who don’t.
All of these are not only things that you’ll need to carefully consider when building your next video advertising campaign – they’re also indicative of why it is so important to partner with the right digital advertising agency specializing in video content as soon as you can.

C1 Partners: Where Your Goals Are Our Priority

As experts in the world of digital marketing with decades of combined experience among us, we at C1 Partners believe that video advertising is more than just a trend. Even when you take a look at recent statistics, it becomes astoundingly clear that video marketing is poised to become the battleground of the next century as far as things like brand awareness and campaign momentum are concerned. Starting to build your campaign today with the right techniques, tools and talent by your side put you in the best possible position to leverage the full might of this revolution to your advantage.
If you have any additional questions about the true power of video advertising, or if you just have any concerns that you’d like to see addressed, please don’t delay – contact C1 Partners today for more information. We can’t wait to get started helping you accomplish all of your goals and more.

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