More consumers now begin their search for information turning to video first. You are missing a massive opportunity if we don’t get in the game. Video Advertising is more than an extension to Display.
The future of small business marketing is video advertising. Well targeted video advertising earns brands, products and services more engagement, moving prospects from awareness to becoming part of their consideration set. Video ads will account for 13% of display this year, the second-largest share of any format.
Adults in the US spend over 5 hours daily watching video. For context, TV is still the largest advertising format in the US, but digital will take over in 2018. Already, young people watch more than 22 hours of online video a week. 6 out of 10 prefer digital content to TV.
The video ad completion rate last year was at 78%, but only 1/3 of video impressions were both viewable and viewed to completion. The average video ad click-through rate was 0.62%, highest for tablets and smartphones.
Mobile and social are fuelling massive digital-video advertising growth, to some extent displacing display ads because video performs better than standard display ad units.
Mobile will be the biggest driver of digital-video ad spend over the next few years. Google research suggests that Mobile viewers are more likely to watch, share, and feel connected to branded video.
Youtube is an obvious first step but Facebook is set to pass YouTube in video ad usage this year. Instagram, Twitter and LinkedIn are also seing strong growth. Marketers plan to run more video advertising across all networks, including Twitter, Instagram, LinkedIn and Tumblr and others in 2015.