For several years, at least, mobile video growth will experience a very typical hockey-stick pattern of consumer adoption and usage. Given this anticipated growth trajectory, we think it's extremely important that advertisers and brands realize an important truth: The truly successful mobile video advertising campaigns will be the campaigns that are created with these new platforms, new lengths, and new form factors in mind.
The experience of streaming TV shows and movies is increasingly common, yet it remains frustrating to many. Only one-third of streaming video users are "very satisfied" with their service provider, according to a just-released study from M-GO, a new streaming entertainment service backed by Technicolor and DreamWorks Animation.
Everything old is new again. In video, I see two reemerging trends of old staples: arcing scripted series and live programming. And this movement is not confined to TV. If you look closely, it's evident in both native digital channels and traditional television. Here is what I see happening, and what brands can do with the opportunity.
Any way you look at it, it's perfectly plausible that, sooner or later, unless Facebook cracks the code and unearths some AdSense-ian ad format or new revenue model/stream, YouTube's revenues could surpass Facebook's.
When it comes to online video, marketers naturally want to know if video ads drive sales. Video ad platform Videology studied more than 186 million online and mobile video impressions on campaigns for several consumer packaged goods advertisers (since CPG comprises 22% of total videos ad impressions) to determine whether video drove sales.
At the end of every NewFront week, our industry asks the same question: Has digital video arrived? While one can never be certain, this time, finally, it looks like the answer could very well be "yes!" Why? The content has matured, and it looks like things could be catching up in terms of ad spend as well. It has been projected that last week's DCNF presentations could have driven over $1 billion in ad spend.
While audiences will continue to shift their consumption from TV to Web, it might be a case of "too much, still." There's no logical explanation for why TV ads have not shrunk, let alone increased. Over time it may be inevitable that TV advertising flattens and shrinks -- but whether or not that will be a zero-sum game toward Web ads remains to be seen.
As a consumer, I often see pre-roll ads on my phone, Roku, Wii, tablet and PC. And, as a digital professional, I also see ways those advertisers can put the basics of direct marketing to work with digital video to get outstanding results. Using pre-roll video advertising across devices provides an unprecedented opportunity for marketers. By combining the creative control and engagement of TV with the audience targeting and measurability of digital marketing, marketers can see huge gains in advertising effectiveness and efficiency.
No one plans to make bad marketing videos. Yet, the majority of them ARE bad. And most of the time, it's because the clients or the video producers fell into one or more of these deadly mistakes.
Perhaps the most important story to emerge from the TV upfronts isn't the next hot hour-long drama or new sitcom. It's the burgeoning reach of TV Everywhere thanks to ABC's announcement that it'll allow live streaming of its shows via its iPad and iPhone app. The Watch ABC option will be available in New York and Philadelphia to start, and then ABC will introduce it to six more cities where it owns local stations.