Video has shown us that the possibilities are endless. From 2D to virtual reality, the video marketplace has created an opportunity for consumers to not only view, but to also be a part of the full, immersive experience. With the new year approaching us in the next few days, what should we expect from video advertising?
- Vertical vs. Horizontal - Vertical videos drive higher engagement rates than standard videos. According to Daily Mail, vertical video ads have up to nine times more completed views than horizontal video ads. These key findings show that advertisers and brands must highly stress a vertical-focused experience in 2017.
- Augmented Reality vs Virtual Reality - With the summer boom of Pokemon Go earlier this year, consumers have become more educated and aware of augmented reality, which adds graphics, sounds, feedback and smell to the natural world, and ultimately, blurs the line between reality and the computer generated effects. Augmented reality definitely has a place for advertisers; however, the greater bet is on virtual reality. Statista has reported that there were 43M active virtual reality users globally in 2016, and it is projected to increase to 171M active users by 2018. Virtual reality has a charm that augmented reality cannot produce, which is the immersive quality and intensity of user experience & satisfaction.
- Bridging the Gap with 360 Videos - The most immediate alternative to virtual reality would be 360 videos, which 43% of media buyers have predicted will be the highest area of video growth in 2017. 360 videos are much more applicable and accessible, so these will act as the linkage between 2D and virtual reality videos.
- Live Video Ads - According to Shareablee, Bleacher Report received a 12x boost in comments from a live video previewing the NFL Draft and it generated 325% more engagement than pre-recorded videos. These numbers should not be dismissed lightly as live videos do drive higher engagement rates and views. Eventually, live video ads will be an ad format that allows brands to interact with their consumers in real-time streaming.
- Scalability and Cost Effectiveness - The biggest challenges with virtual reality pertain to identifying scalability and justifying the cost of production. Marketers must be aware that these problems do exist in the world of virtual reality, but also accept that VR is still in its infancy and has much room to grow.
Video and virtual reality have already started to shape many campaigns, such as for major brands like Mercedes-Benz, Volvo, Coca-Cola and McDonald’s. Without a doubt, video will continue to majorly impact the advertising industry in 2017 and as advertisers, we must always be ahead of the trends.
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