Social media platforms, led by Facebook, are noticeably going all
out in their attempt to encourage brands to pay for online video ads. And with
the number of people now using devices on a regular basis, they might just
convince marketers it is worth their while.
"These companies went from just talking about or lightly
testing video to deploying it in a pretty big way. There's kind of a perfect
storm now of consumer behavior, technology, development and content
availability," said a research analyst at eMarketer.
The audience is obviously there and they're willingly spending much
time online. In fact, it is so evident that marketers are now taking the
platform seriously. What's more, these social media companies are capable of
targeting certain demographics that advertisers prefer because of the trove of
user data they are sitting on.
Drawn by the ever-increasing numbers of social media users, brands
are now looking to spend around USD 8 billion for video ads for this year
alone. Facebook is the prime choice for video ads, especially if the target
user segments are those who are on mobile. Twitter and YouTube are also perfect
platforms for marketing big events.
Video ads online cost almost as much as some television ads -- but
that's not to say that TV is suddenly not going to matter. Television
advertising is still going to be a critical point for any marketer; it's just
that they are now paying equal attention online to keep up with its phenomenal
growth.
However, social media platforms and marketers alike have to avoid
overwhelming users with too much video ads or it will ruin their online
experience.
For marketers, it is recommended to try different types of tone for the video to be sure that
it catches users' attention and help them retain the information. Creative and
humorous clips tailored for your brand are going to hit when done well.
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