Video and TV marketing helps your brand reach customers at various levels with rich information. With combined audio and visual stimuli, your information can capture more attention and instill your brand into customers’ memories.
With increasing video options, you can launch a varied campaign using your set of video trends. Navigating the various channels helps you reach customers wherever they are watching and paying attention.
Here are some trends and tips for developing a multi-channel video campaign.
According to a report by eMarketer, the average US adult spent approximately 1 hour and 49 minutes per day watching digital video content in 2021. That includes time spent watching video content on OTT platforms, social media platforms, and other digital video sources.
According to a 2021 report by eMarketer, the average US adult spends approximately 8 hours and 25 minutes daily on screens, including smartphones, tablets, laptops, and TVs. It represents a significant increase from previous years, mainly driven by the pandemic and the resulting shift to remote work and digital communication.
Of the 8 hours and 25 minutes, approximately 3 hours and 39 minutes per day are spent watching traditional TV, while 1 hour and 49 minutes per day are spent watching digital video content, including OTT platforms and social media. The remaining time is spent on other screen activities, such as using social media, browsing the web, and communicating via messaging apps and email.
Video ads are an information-rich marketing medium, bringing many benefits to your business.
Here are some of the critical benefits video can bring to your business:
1. Increased Brand Awareness: Video advertising can help improve a company's brand awareness by reaching a large audience through popular channels such as TV, OTT platforms, and social media. By creating compelling video content, companies can capture viewers' attention and increase their familiarity with the brand.Video advertising can help a company increase brand awareness, engage with audiences, drive conversions, target specific audiences, and measure results. By leveraging the power of video content, companies can create compelling campaigns that resonate with viewers and drive business results.
As of 2021, estimates indicate over 200 million US users stream content on OTT (Over-The-Top) platforms. That includes popular services like Netflix, Hulu, Amazon Prime Video, and Disney+. The number of people streaming content on OTT platforms has been steadily increasing over the years, and it will likely continue to grow in the coming years as more households cut the cord on traditional cable TV and switch to streaming services.
According to a recent report by eMarketer, the number of OTT users in the US will likely reach 230.8 million by 2024. Several factors drive this growth, including the increasing availability of high-speed internet, the growing popularity of on-demand content, and the expansion of OTT services into new markets and territories.
The popularity of OTT platforms has also increased advertising revenue as businesses seek to reach the growing audience on these platforms. According to an Interactive Advertising Bureau (IAB) report, US OTT advertising revenue reached $9.2 billion in 2020, a 31% increase from the previous year. This trend will likely continue, with OTT advertising projected to reach $18.3 billion by 2024.
The OTT Video segment will likely grow to 4,216.3 million users by 2027, where user penetration will be 45.7% in 2023 and is expected to hit 53.0% by 2027.
There are now more subscriptions to video streaming services—including Netflix, Amazon Prime, Hulu, HBO Max, and Disney+—than there are people in the USA. According to Ampere Markets–Operators data, there are now nearly 340m subscription OTT contracts in the USA, more than the population of 330m.
McClatchy’s OTT services leverage advanced targeting to deliver a direct-to-publisher opportunity for businesses. We provide relevant placements to the right audiences using dynamic optimization. These services are always fraud-free, brand-safe, and separate competitors from each other.
Our key differentiators in OTT are the following:
McClatchy’s inventory sets it apart by strategically positioning ads to deliver Digital TV content across devices on premium inventory through small or large screens.
McClatchy’s customized services and expertise deliver premium results for businesses advertising through them because it pays for a team of experts behind each ads. Lower rates from competitors stem from open exchange inventory, meaning there’s no guaranteed inventory for ads to appear on.
The most significant opportunity comes from shifting television marketing dollars to more cost-effective OTT video advertising. It helps you reach customers more directly, where their attention is less divided, helping you increase ROI from the marketing dollars you spend.
O&O Benchmark data coming mid-April
Online content is being created at a never-before-seen scale, making high-quality, brand-safe content environments more crucial than ever. That makes owned-and-operated (O&O) platforms increasingly valuable because a singular, trusted entity handles your ads and data. They know their audiences and rely on their websites' quality, ensuring your ads are delivered timely and appropriately.
News sites typically attract a broad range of visitors interested in current events. Video ads on these sites can leverage the trust and authority associated with reputable news organizations to boost brand awareness and credibility.
Research suggests that video ads on news sites can effectively drive engagement and conversions. A study by the IAB and Nielsen found that video ads on news sites had higher engagement levels than other types of sites, with a 22% lift in ad recall and a 30% lift in purchase intent.
This study, titled "The Halo Effect: How Advertising on News Sites Drives Brand Perception," was published in 2013 and aimed to measure the impact of advertising on news sites on brand perception. The study surveyed over 3,000 US adults who had viewed ads on news sites and compared the results with a control group that had not seen the ads.
It found that advertising on news sites positively impacted brand perception, with a 6% lift in brand favorability and a 4% lift in purchase intent. It also found that video ads on news sites had higher engagement and recall levels than other sites, with a 22% lift in ad recall and a 30% lift in purchase intent.
Similarly, a study by Google found that video ads on premium publishers' sites, such as news sites, had a 67% higher completion rate than other sites.
Google’s study, titled "The Impact of Video Ad Sequencing on Brand Metrics," was published in 2019 and aimed to measure the impact of video ad sequencing on brand metrics. The study analyzed data from over 200 global advertisers across various industries and compared the performance of video ads on premium publishers' sites, such as news sites, with other sites.
The study found that video ads on premium publishers' sites had a 67% higher completion rate than other sites and a 74% higher ad recall. The study also found that video ad sequencing, which involves showing a series of ads in a specific order, led to higher brand lift than displaying a single ad.
However, the effectiveness of video ads on news sites can depend on several factors, including the following:
For example, video ads that are too long or irrelevant to the audience may not effectively drive engagement or conversions. Video ads on news sites can effectively reach and engage with target audiences, mainly if the ads are high-quality and relevant to them.
These studies suggest that video ads on news sites can effectively drive brand perception and engagement. However, as with any form of advertising, the effectiveness of video ads on news sites can depend on various factors, such as the quality of the video content, the targeting strategy, and the message's relevance to the target audience.
Programmatic video helps place ads flexibly to reach customers wherever they spend time online. These ads appear in the sidebars of websites alongside webpage content visitors read.
Programmatic video advertising will account for over two-thirds of all digital video advertising by 2024. While the effectiveness of display advertisement videos on driving product purchases can vary, evidence suggests that they can be a powerful tool for driving conversions and influencing purchase decisions, especially when targeted towards the right audience and paired with compelling messaging and call-to-actions.
One factor driving the growth of display video ads is the increasing popularity of over-the-top (OTT) video services, which are typically ad-supported. As more consumers shift towards streaming video content, advertisers follow suit and invest more in display video ads on these platforms.
Another factor driving the growth of display video ads is the increasing availability of programmatic advertising technologies, which allow advertisers to automate and optimize their ad targeting and delivery. Programmatic advertising estimates expect it to account for most digital display ad spending in the US in the coming years, with eMarketer projecting programmatic display ad spending to reach $87.2 billion in 2021.
While the advertising landscape is constantly evolving, the trends suggest that display video advertising will continue to grow in the coming years, driven by the increasing popularity of streaming video content and the growing availability of programmatic advertising technologies.
Video ads work well individually, but their effectiveness grows as they work together.
One of the key benefits of video ads is when consumers watch videos while using multiple devices – known as Second Screen Use.
Running advertising on OTT and programmatic video (or O&O video) together can provide several benefits that might not be available when using these channels separately. These benefits include:
1. Increased Audience Reach: Combining OTT and programmatic video advertising can help businesses reach a wider audience. By running ads on both channels, companies can ensure they reach viewers consuming video content across multiple devices and platforms.Running advertising on OTT and programmatic video together can provide businesses with a more comprehensive and effective video advertising strategy. By combining these channels, companies can reach a wider audience, improve their targeting capabilities, achieve greater cost efficiency, and gain more comprehensive analytics.
McClatchy’s experts have a broad knowledge of video ads, with the skills to help you reach your customers wherever they are with relevant ads. Their platforms support their ability, giving them the extensive reach necessary to reach a vast audience.
Reach out to one of McClatchy’s experts today to learn how to get started with online video ads.