Videos that make a statement about the brand rather than the brand making a statement in the video remain a more accepted way to connect with consumers. Take the video "Best Day Of My Life" from Shell, which features the talents of Jennifer Hudson, Steve Aoki, Pixie Lott, Luan Santana, Yemi Alade and Tan WeiWei. It showcases Shell's commitment to finding alternative energy resources and how consumers can contribute to the cause.
Shell's video received 24.4 million views in December 2016, earning the No. 1 spot on YouTube's Ads Leaderboard list for the month, according to YouTube.
December 2016 YouTube Ads Leaderboard total stats include 80.7 million views for the 10 ads on the Leaderboard, and 116.9 million minutes of watch time, which equated to about 1.9 million hours
A forecast from eMarketer puts the digital video audience growth at 8.2% in 2017. The research group estimates more than 62% of the world's Internet users will view digital video in 2017, up from 60.8% in 2016.
eMarketer estimates the share of global Internet users watching digital video will increase to 63.4% in 2020. The growth may seem small, eMarketer says, but consumers will spend more time watching -- rather than skipping -- content.
However, growth is slowing, but the media remains a good way to connect with Web site visitors or those clicking through from search ads to topic-specific landing pages. Estimates suggest that it will become the first year in which growth rates fall to single digits -- down from double-digit growth rates since 2013, per eMarketer. Still, India, Indonesia, Middle East, Africa, and other developing nations lag behind due to a lack of infrastructure that can provide access to mobile and household broadband, which may be one of the reasons Google introduces AMP Lite this week.
The Accelerated Mobile Pages project for compressing images and image data for "bandwidth-constrained users" in countries such as Vietnam and Malaysia and for those with low ram devices.