2020 brought crucial changes not only to digital marketing but to the whole course of human history.
Most spheres of our lives have significantly changed and never will be the same. As the world is changing and being changed, hybrid.ai keeps its eyes on the ball tracking the trends to get ready to face the brave new world.
The way we consume content is one of the things that changed in the last year and is actively transforming now. 2020 forced all of us to use the smartphone more than ever before.
Not only a new way of content consumption
By all accounts, the time we spend attached to our digital devices is growing. If you’re like most people, your smartphone is the first thing you check in the morning and the last thing you check before you sleep.
A study of 11k RescueTime users found that people spend around 3 hours and 15 minutes a day on phones. These numbers can vary for different locations. In certain countries, like India, for example, the time skyrocketed up to 7 hours daily!
Americans spent about 3 hours and 30 minutes a day using the mobile internet in 2019, an increase of about 10% from a year earlier.
This time is expected to grow in 2021 because a lot of activities, we used to do offline, are slightly shifting online. Now you can buy clothes and food online, read books, watch the news and films, to say nothing about remote work. Virtual workplaces and Zoom meetings are a part of our everyday routine. We’re generally ceding more of our days to digital activities.
Services and applications, in their turn, adapt their interfaces and functionality to match this trend. There is no need anymore to enter your payment information any time you want to purchase something. You can just double-press one button and pay via Apple Pay.
The way we use our smartphones, or it’s better to say check them, has also changed. Instead of spending considerable chunks of time with them, we prefer to pick them up from time to time. On average, people open their phones 58 times a day, according to RescueTime. Most of those phone sessions are under two minutes.
Has the content really changed in itself?
And as the result of all these factors, TikTok is conquering the planet spearheading its format of short and captivating videos.
The content on the platform is fun, relatable, and presented in an easily digestible format, making it perfect for relaxed viewing. The app’s accessible and friendly nature is also perfect for everyone.
Along with TikTok, many big players introduce their solutions for such-like formats, for example, Instagram or YouTube. This proves the efficiency and potential of this format, doesn’t it? As far as a smartphone is attracting more attention and short videos provide more engagement, the mobile in-app channel will sustainably grow and bring around more video creative formats. One interesting fact: the paradigm of how you should film videos changed from horizontal to vertical! What was inconceivable just five years ago, now is a reality.
One study found that more than 75% of video viewing is mobile, so the rise of vertical video isn’t necessarily a surprising one. Not only that, but smartphone users hold their phones vertically about 94% of the time.
How is advertising changing?
People now are more selective than ever where they focus their attention. If something doesn’t carry them right away, they’re ready to skip or scroll it down. But keep in mind – don't be intrusive, the best frequency is two times a day.
Short and illustrative videos are a perfect mean of communication for brands with their audience because of their creative “capability”. They are interactive. For instance, you can add various buttons, stripes, overlays, and other interactive elements to the video.
With content that surprises and intrigues brands have the opportunity to immerse viewers straight into the story, getting them to stop scrolling.
Also, videos provide better storytelling opportunities. Video ads feature audio and visual elements that appeal to multiple senses. So, it can convey more information by showing and telling at the same time.
One interesting statistic for companies distributing video is that 88% of short pieces, around 30 seconds, are watched through to the end on mobile. The same isn’t true for those viewing the ad on a computer. According to recommendations from YouTube and several studies, the best duration for your video ad is around 15 seconds.
You ads will stick in the mind better If you bring some value — it makes your audience loyal. Brands can meet a huge variety of needs — everything from learning what is the weather like today to speaking another language.
Being relevant to people’s personal interests is probably the most important thing your ads can be. When you can frame your brand in the context of things people care about, it drives results.
Strong creative that has an enticing call to action and makes it easy to take the next step, like visiting a website or making a purchase, allows you to both build your brand and drive business results with video.
In pastimes, videos were used primarily for branding purposes, and the main metrics were VTR and viewability. Now advertisers concentrate more and more on performance-based campaigns and demand post-click conversions, and CTR. and videos successfully meet these needs. We’ve been speaking about in-stream videos. This all is also valid for out-stream videos. By the ways, on average, their placements are bigger compared to banners. The most popular size for banners is 300x250 while for videos is 640x480.
And last, but not least, video inventory is more premium and a fortiori a better way to build your brand reputation and show your ads to the solvent audience.
In hybrid.ai, we can help you create compelling video campaigns with a wide range of video ad formats to engage your audience in different ways across video partner websites and Smart TVs.
You can use in-stream ads to display your video before, during, or after other videos across websites and apps.
Also, there are out-stream video ads displayed in a large format player whenever a user navigates to it within text content (typically an article).
Display creatives with embedded video players. Use HTML5 creatives in case video ads aren’t supported.
Video-only creatives appear between paragraphs of editorial content, existing as a standalone branded message.
This format is quite similar to the read-roll format. When the user scrolls down the page, the video moves down too and doesn't distract from the main content.
Rewarded Video combines two main trends and is a surefire option for advertising for mobile apps. Users can choose to view these ads in exchange for an in-app reward. This format offers a better app experience.
To sum up, video is a broad canvas for your ideas that allow using the mobile or desktop screen to the full thereby engaging your audience and generating more conversions. In case you have questions about video ads and how to leverage them in your ad campaigns, feel free to contact us!