Here's a breakdown of the some of the latest, greatest video ads out there today:
Don't let anyone tell you otherwise. Size matters. Sure, the small screen is rising in general as a vehicle for video consumption. But when consumers have a bigger mobile screen, they watch more video on it.
TV may not be going away, but the TV set itself is on the decline. Slowly but surely, TV viewing is rising on other devices and dipping on TV sets, according to a new study from global research firm Accenture.
Last week, I proclaimed April to be the month of Dove. I wrote about how the brand had released a stunt video about female beauty standards every April for the last three years and how those stunts drove debate and conversation, which, in turn, generated viewership. This month we're seen three great examples of female empowerment campaigns that address body image and beauty issues, paying homage to Dove's legacy while pushing the genre forward. And, let's be clear: Female empowerment has moved from a trend to a genre unto itself.
In the digital video business, it's somewhat of a given that smart marketers need to develop mobile video ad strategies as consumers shift to mobile consumption. However, brands would be wise to remember that many of the viewers on the mobile video vanguard are younger demos. That might sound obvious. Even so, it's important for brands to understand the specific demographics of video consumption on mobile phones so they don't make wholesale ad shifts that might not be demographically necessary.
For the last three Aprils, Dove has launched a stunt-based video campaign about women's beauty issues -- with great success. In 2013, the brand had a huge hit with "Real Beauty Sketches," which generated 146 million views. In 2014, the brand released the much more controversial "Patches," which garnered 58.8 million views. And on April 6 of this year, Dove released its latest stunt campaign, "#ChooseBeautiful."
Consumer use of connected TVs is continuing to grow quickly. More than 22 million so-called smart TVs are now in broadband homes, a big jump from 13 million a year ago. That finding comes from an NPD Group report on the connected-device TV market. The study also found that these kind of connected TVs are now more popular than Blu-ray disc players, which are in about 20 million homes.
Mobile video advertising is growing more rapidly than any other digital ad format. And yet advertisers running mobile video ad campaigns are increasingly frustrated by the lack of available scale and reach, as well as the frequent technical and reporting headaches that often beset otherwise great mobile ad executions. The good news is that help is on the way. Recently the IAB released the final draft of the new MRAID Video Addendum, better known as "MRAID+VPAID."
Video has proven to be a highly effective medium for brands' April Fools' Day pranks, especially since it's one consumers like to share. This year we saw a few trends emerge among the content.
Your kids don't watch TV the way you do. But then again, you probably don't watch TV the way you did a few years ago. Consumption habits are rapidly changing for nearly all age groups. Over-the-top video viewing is skyrocketing in usage. About two of every five homes in the United States used a subscription video-on-demand service like Netflix in the fourth quarter, Nielsen said. In fact, a new study from the research giant also found that 36% of U.S. homes used over-the-top service from Netflix alone in November.
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