Undoubtedly, digital video is the future of content marketing. Marketers now predict a considerable increase in budget for video advertising. There are several future branded video trends that we should consider.

Online video is quickly becoming a key method of information distribution, satisfying both people’s information and entertainment needs. Various studies show more than half of companies are already making use of the medium and they continue to develop it. Trusted Media Brands conducted a research on the future of digital video. Company asked 300 media executives where they thought to place their advertising budget on digital video in the coming year year. As the result, there are several future video trends that we should consider.

 

Video budgets

By 2017, video will account for 69% of all consumer internet traffic, according to Cisco.

65% of agencies are planning to increase their budget for digital video, while 34% are going to maintain their level of spending. 42% of marketers are also planning to increase their digital video budget, but 58% of them are going to maintain it.

Digital Video Budgets Statistics 2016

Youtube VS Facebook

The battle between Youtube and Facebook has a long story. As far as video content is concerned, 62% of agencies chose video platforms like YouTube, Vevo, etc as their favourite channel of distribution. Moreover, 65% of marketers prefer social platforms (Facebook, Snapchat, etc). There is statistics that social platforms are dominating video distribution. 29% of marketers prefer ad networks for the video distribution, while publishers are close both for agencies and marketers.

YouTube. Digital Video Distribution Statistics 2016

 

Live video

Interestingly enough, both agencies and marketers want to invest in Live video. Facebook seems to be their first choice, and YouTube – the second. Moreover, there is the rise of Snapchat, Periscope and other platforms for live video content.

Facebook is a great choice for a brand: brand can both to expand its audience and reach its existing audience. Today it remains the most popular platform. However, there are many platforms for live video to explore.

Live Streaming Video Advertising Statistics 2016

 

Branded video content is on the rise

It won’t come as a surprise that there is an increase in branded video content. Today video ads are the fastest growing ad type ever: it will boom 184% from $9.9 billion to $28 billion in ad spend the next four years. 45% of respondents are planning to do a lot of branded video content in the coming year, while 54% of them are maintaining the quantity of digital video they’re already producing.

Moreover, there is an increased interest in pre/mid/post video advertising. Although this trend is at risk because users seems to feel irritated by commercial content of this kind, especially if the advertising is disruptive, irrelevant and more than 10 seconds.

Branded Content. Statistics 2016

 

Brevity is the soul of wit

Short form of video content makes it the perfect fit for online advertising and social platforms. It reaches an audience and doesn’t annoy to users and doesn’t take much of their time. That’s why 41% of the respondents try to invent the short form content, with 25% of them staying in longer form and 14% of them exploring the idea of micro content (videos that last up to 5 seconds). Short form content is becoming very popular, but it doesn’t mean that there isn’t room for long videos.

Micro Vs Short Vs Long Form Content. Statistics 2016

 

Conclusion

Anyway, there are some points to think about:

  • There is an increase in budget for digital video advertising. Today it’s a quarter of total ad budgets.
  • 65% of agency respondents are planning to increase their budget for digital video in the next year.
  • 65% of marketers think social platforms are the most important source of distribution of digital video.
  • Live video content is increasing, too. Facebook Live is the agencies and marketers’ first choice, Youtube – the second.
  • Branded content seems to increase in the coming year for 45%.
  • Today short form content is the most popular form of video content.

Thus, all types of videos can be effective if they are distributed in the right form, to the right platform and at the right context.

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