U.S. consumers are forecast to watch up to an hour and a half of digital video daily in 2019.
A number of factors drive this video growth: the increase in the use of smartphones, exciting new video formats, and more connected TVs at home. Our survey found that entertainment is a key element attracting audiences to online video.
Advertisers were quick to capitalize on the explosion of video content.
According to HubSpot, 87% of businesses plan to use video as a marketing tool this year.
Let’s take a look at the video advertising trends inspiring marketers.
Vertical filming
As mobile internet usage overtakes desktop usage, we spend more and more of our time using smartphones.
Videos recorded on mobile phones are mostly in a vertical format, so one trend that we’re seeing is advertisers creating vertical ads for Instagram Stories, Snapchat and Facebook.
Here are some great examples, one of which features Spotify encouraging artists to make vertical music videos.
360 degree videos
There are a number of advances in video technology that brands are already playing with. 360 degree videos are great at creating immersive and interactive experiences.
See this exploration of Victoria Falls by National Geographic:
Augmented reality
Augmented reality, or AR, is another technology breathing life into video, making it stand out for advertisers.
And AR covers a lot of things—it could be sponsored Snapchat filters, the moving filters you might see for upcoming blockbuster premiere’s that overlay over your latest Snapchat selfie, or even IKEAs approach, which allows users to download their app and use AR to actually visualize furniture in their homes.
Cinemagraphs
The Cinemagraph is another eye-catching innovation popping up across social media platforms. These blur the line between a photo and a video, only one part of the image moves.
Cinemagraphs are moving images, much like the content you’d find on Giphy, but typically more subtle.
Here’s a delicious example:
Artificial intelligence
Artificial intelligence (AI) and machine learning are impacting the entire ad industry, creating sophisticated, targeted and even personalized campaigns for individuals.
It’s influencing video creative too, with algorithms creating multiple versions of ads to better influence certain groups. This can even extend to customized videos reflecting the changing weather or time of day.
Connected TVs
There is a move away from expensive cable packages. Increasingly people are watching television through connected TVs or via apps.
This is creating new opportunities for video advertisers on these platforms. As consumers move away from linear TV towards these new services, it creates many more ways for advertisers to use targeting and analytics to create more effective video ads.
User-generated content
Word of mouth is still important, even in our digitally-connected times. User-generated content (UGC) lets brands use video that comes from their audience to create a sense of community and communicate in an authentic manner.
This survey shows the importance of authenticity to consumers, 79% said UGC impacted their purchasing decisions.
Check out these examples of brands incorporating UGC into their marketing, like this one from boomf.
As video continues to grow, it offers exciting possibilities for advertisers to bring their campaigns to life. Video is an engaging medium, ideal for telling stories.
Brands must adapt to consumers as they spend more time on mobile and try out new formats, such as 360 video. Technology is also opening up new platforms for video and ways to create personalized experiences that delight audiences.
Tweets
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Discover the new opportunities for video advertising with new formats and technologies.
The growth of video consumption has created many new ways for advertisers to reach consumers
Explore the latest trends in video advertising, from new ad formats to the use of artificial intelligence
See how changing consumer behaviour is influencing how advertisers use video.
Explore the latest trends in video advertising and see how brands are using new formats and technology
Find out how changing trends in online video consumption impacts on ads
See the latest trends in video advertising, from new ad formats to the impact of changing consumer behaviour and new TV platforms