Marketers have long understood the power of sight, sound and motion when it comes to connecting with their target audiences. That is, of course, what drove more than $178 billion in TV advertising spend in 2017.
That said, audiences are increasingly shifting their attention away from traditional TV and toward online video, where already-robust viewership grew a whopping 20 percent in 2017. It is not surprising that advertisers are shifting their budgets accordingly. Digital video currently represents the fastest-growing online ad market, with the spend on video advertising growing more than 67 percent over the past two years.
Yes, digital video is red-hot and for good reason. Video marketing enables brands to do more than just advertise products and services. It represents a powerful content vehicle through which marketers can tell stories in uniquely resonant and emotionally compelling ways. Here are three reasons for the current massive shift toward the video space:
- Complex concepts made simple. If a picture is worth 1,000 words, imagine how many words a video is worth. Indeed, for many products and services, video is the only effective way to properly demonstrate certain functionalities and usage. And with online video, content can be as long or as short as it needs to be – from a 2-second cycling GIF to a long-form tutorial on complex machine operation.
- Building trust. Video is a powerful way to communicate brand stories, evoke emotion and establish connections with customers and prospects. In addition, videos can foster trust in online purchases by easing the concerns of consumers who are skeptical about buying products they have yet to hold in their own hands.
- Boost conversions. Video is more than education and entertainment. It’s a driver of sales. In fact, a study by EyeView found that incorporating video into landing pages can boost conversions by as much as 80 percent.
More than 83 percent of companies report that video provides good return on investment. Perhaps the best part about online video is that marketers don’t need to develop content specifically for the online world. If they already run TV campaigns, those ads can easily be repurposed for digital, ensuring that the original investment pays off.
Sound Publishing can help advertisers place their video marketing content at a fraction of the cost required to build and staff an internal video department. No matter the size and scope of your desired project and budget, with Sound Publishing you can reach your intended audience via this fast-ascending and uniquely engaging medium.
