Virtual reality (VR) and augmented reality (AR) will likely blow up in 2017––not literally, but virtually––and advertisers should seize the opportunity, especially those utilizing video advertising software. social media advertising and mobile advertising software. While we should be hopeful that VR isn’t the preferred reality of the new year, it’s time to explore the possibilities.
First order of business for video advertisers: fix intrusive video ads, and fix them fast. Annoying ads are plaguing digital advertising by interrupting the natural user experience. More interactive, engaging (and just flat out better) ads need to surface in order to deter users from implementing ad blocking software, which is currently commonplace across desktop, tablet and mobile devices.
VR and AR can greatly help avoid ads that make you frantically paw at the “X” in the corner of the screen. These new technologies can engage users while subtly and creatively introducing a product, making for a seamless blend of both content and context.
Aside from the flashiness of VR and AR, video advertising will experience some serious shifts in 2017. In fact, Cisco predicts that over 80% of internet traffic will be video by 2020––combined with increased interest in digital video and projected record levels of consumption, video ad spends should skyrocket.
As the video advertising landscape continues to evolve, new formats and emerging platforms are continually adjusting its direction. For digital advertisers, understanding trends in the video ad world could pay huge dividends in 2017.
Hey, Social! Video Ads Like It Here
Social networks are continuing to eat up video ad budgets because people are on social media––simple concept, right? The 2016 presidential election illustrates this perfectly, as more and more consumers are relying on social networks for news and information. Furthermore, a large amount of the content consumed via social media is in video form, and marketers have taken notice. Video ads can create an emotional connection with viewers, and can expand brand awareness in an engaging format.
Facebook is currently the king of social video ads, but Twitter and Pinterest are increasing their offerings to include new, dynamic video opportunities. Live streaming services, like Facebook Live, will continue to promote the growth of social video with real-time stream ads.
Close Your Laptop, Pick Up Your Phone
Developers, advertisers and marketers are well aware that mobile usage is growing rapidly, making app delivery and ad creation compatibility major priorities. Updates are being pushed by the likes of Google to make mobiles formats faster and more effective. VR and AR advances will also impact mobile video advertising, allowing for a greater level of creativity––advertisers can use new developments to build native, shareable experiences, that will make ads less intrusive and more engaging.
Video Ad Lengths Aren’t Equal
In recent years, advertisers and ad platforms have placed an emphasis on shorter videos––YouTube is the prime example, featuring six-second bumper ads designed to combat audience drop off. However, after the original micro-video platform Vine met its digital maker, the industry has reevaluated the effectiveness of various video ad lengths.
Many assume that video ads perform so well on Facebook because it runs shorter ads, but it’s quite the contrary. Video ads in the 30-60 second range actually boast the highest completion rates. What does this mean? That not all platforms are created equally––each platform will likely have a unique audience that prefers different video ad lengths.