Advertising on social media has shifted from standstill images to video content over the past few years. According to reports, 86% of marketers are now using videos to educate and advertise to their customers. As the popularity of video advertising services increases, there are several trends the public can expect to see. Here are five.
Advertising Services Trends in 2019
1. Cutting the Length of Video Ads
There is an abundance of videos on the Internet, so customers tend to watch attention-grabbing videos. Unless it applies to them personally, most people skip ads to get to the next thing. Advertising services are clueing into this, and are now testing short video ads, ones that tell a story in less than 15 seconds. It’s not an easy task, but when done right, more consumers will hear what they have to say.
2. OTT Ads
Satellite and cable services are slowly disappearing, while content that is provided over the Internet is gaining popularity. This is known as OTT advertising, a trend where advertising services distribute information and stream media over the Internet. A few companies are executing this trend well at the moment, with Netflix (NASDAQ:NFLX), Amazon (NASDAQ:AMZN), and Youtube (NASDAQ:GOOGL) being the leaders. If advertising services want their voices to be heard in the coming years, advertising through OTT is the way to grow, as it’s an industry that’s growing exponentially.
3. Mobile Phone Ads
It used to be that advertising services used billboards or newspaper. That’s not the case anymore. Now, advertising services are leaning towards mobile-first advertising, with mobile phones accounting for 52% of global online traffic in 2018. Mobile phones allow advertising services to change the ways the majority of people would go about creating video content, such as giving companies the option to film in an upright format.
Cinemagraphs is another trend advertising services are adopting and will likely continue to use over the years. Cinemagraphs is relatively new; it is when photos and videos have a subtle motion that plays in a loop while the rest of the picture stays still. It’s similar to using a photograph to tell a company’s story, but it’s more creative, and it makes certain companies stand out.
5. In-Stream Ads
Advertising services are now creating video content and placing them directly within live as well as on-demand videos on mobile phones. Called short mid-roll ads, companies are seeing better results, such as more ads being watched to completion. Facebook has become the go-to tool for advertising services looking to generate traffic on video content.
The advertising industry is always changing. Videos have become the norm for getting out a brand’s message, but as society’s attention span decreases, new trends for doing so have emerged. Moving forward, we can expect to see more companies incorporating shorter ads, the majority of which will be shot vertically, into their online marketing strategy.
It’s not going to be for everyone, though. Some advertising services might like to stay on the traditional side of things. But as the world evolves, so must the business world.
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