Acquisitions and Consumption Shifts: The Future of Video Marketing Is Now

The world is shifting, and this shift means changes to the way content producers execute video marketing tactics. The Content Standard has continued to follow and report on significant changes to industry standards, consumer consumption shifts, and various acquisitions that may impact the future of video content and marketing

According to Cisco Visual Networking Index, consumer video traffic is projected to represent 79 percent of all online traffic by 2018. For video marketers, that’s a calling card for a revamped approach to content marketing and the way they expect to spend their budgets. Keeping track of what’s trending, how people are consuming content, and ways to implement new tactics and resources can be a daunting, but necessary, task.

Marketing technology company Unruly recently released an infographic, “The Geography of Sharing,” documenting changes in consumers’ consumption of video. Here are a few key takeaways:

  • One-fifth (17.9 percent) of Internet users share videos with their social networks more than once a week. These are the same sharers that compose more than 80 percent of all video shares.
  • The speed of sharing has nearly doubled in the last year. Today, 42 percent of shares occur in the first three days. That means that the earlier a marketer is able to promote and push video content, the better.
  • America is obsessed with Facebook—and for more than just posting pictures and connecting with friends. According to the report, 61.2 percent of Americans share video ads on Facebook.
  • YouTube is not the video-watching monopoly of the Internet. In fact, two-thirds of video views take place on the Open Web—that is, outside of YouTube.

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Companies like Nielsen, Facebook, and AOL are taking heed of these consumption trends—as well as the prospect of the $66.4 billion annual TV ad industry budget.

  • Facebook gained an opportunity to serve ad videos everywhere and improve its own when it purchased video ad tech company LiveRail for reportedly more than $400 million. According to TechCrunch, LiveRail provides publishers with “video ad targeting tech so they can make money routing messages to customers they’ll be relevant to and helps marketers connect with sites and apps with open video ad inventory.”
  • In December, AOL acquired Vidible, a video marketing start-up that helps marketers sell video content across multiple platforms, similar to Yahoo’s purchase of Brightroll last month. “Adtech has seen a huge amount of investment and start-up activity,” said John Koetsier, vice president of product for VentureBeat’s VB Insight. He also said the industry is “ripe for the kind of consolidation that we’re seeing today.”
  • With these consolidations must also come industry tracking and recording. And not just in video advertising, but in all forms of video content. Consumption is increasing across the board, and Nielsen recently announced plans to begin reporting on Netflix’s and Amazon’s video-on-demand services. Cisco’s Visual Networking Index reported that video-on-demand traffic will double by 2018; that’s six billion DVDs per month.

Of course, with all these changes, the competition to draw consumers’ gazes will be a stiff one. Video marketing best practices will come to the surface, and those brands, publishers, and marketers with the best execution will reap the rewards.

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