WHAT IS VIDEO MARKETING?
VIDEO MARKETING IS HUGE – AND GROWING
In 2019, people spent an average of 84 minutes a day consuming online videos, and that time is only increasing every month.
As our attention spans are becoming shorter, we want to absorb information easier without having to invest the effort and time reading text. Video marketing provides a more engaging, interactive marketing experience.
A new Facebook study reported users spend five times longer watching video content than reading static content. More engagement typically produces a better understanding of your offer, which can lead to higher contact or conversions. In fact, 72% of businesses say that video ads have improved their conversion rate.
THE NEW STUFF: OTT
OVER THE TOP VIDEO MARKETING
Over the Top (OTT) Advertising is a catch-all term. It can define the content, service, or device. At the basic level, OTT is video content that goes “over” your cable box rather than through it. Going over the top allows advertisers freedom of movement without pre-planned broadcast schedules or geographic limitations.
You’re probably more familiar with OTT content and advertising than you think. Do you have Netflix? Binge-watch episodes of The Bachelor on Hulu? If the answer is yes, you are accessing OTT content.
OTT IS GROWING WHILE TRADITIONAL TELEVISION DECLINES
People watching shows on internet-connected devices rose 56% Year-Over-Year.
Meanwhile, traditional TV audience viewers have been falling 11% Year-Over-Year for adults 18-49. The decline is even more severe in younger audiences. For instance, adults 18-24 dropped 20%, and 25-34 declined 14% in just one year. Subscription streaming services, on the other hand, like Netflix, have seen an average yearly growth of 13.6% subscribers.
OTT ADVERTISING NEEDS TO BE IN YOUR MEDIA MIX
Historically, streaming advertising content has fallen outside the reach of local advertisers and outside the range of traditional audience measurement. Today, that’s no longer the case. In 2019, ZypMedia saw local advertisers increase their OTT media buying 127% compared to 2018, across nearly every category.
As features and capabilities expand—and service providers diversify and expand their offerings, OTT needs to be a part of your media mix.