Every good business development manager with an interest in boosting online advertising sales must keep his or her commercial radar finely tuned on the latest market trends; and one digital advertising expert confidently predicts that the trend to watch is video advertising.
In a blog for the Huffington Post, AdGent Digital CEO Cameron Yuill has this message for the perceptive business development manager: video advertising is doing to double very two years until eventually every single online ad will be a video.
The unstoppable rise of video
Citing a recent survey by ComScore revealing that Americans viewed11.3 billion video ads in December alone, Yuill argues that his prediction isn’t remotely fanciful. That total was double the number viewed in January 2012 and ten per cent above the 10.3 billion video ads viewed in November 2012. Moreover, of all the videos viewed in December 2012, a thumping 22.6 per cent were video ads.
The international global research firm Neilson further buttresses Yuill’s forecast: it found that 360 billion minutes were spent online by Americans in December, streaming a staggering 24.6 billion videos between them. And after six decades of TV advertising, consumers have grown accustomed to watching commercials – many of them pleasingly brief and highly entertaining — in order to get the content.
Enter the tablet
Add to that the fact which every business development manager knows in his heart – that advertisers favor videos because they know people watch them – and the dimensions of a colossal shift in online advertising become more visible. Neilson will be including video viewed on smartphones and tablets in their market research ratings from August this year; the result, Yuill believes, is likely to persuade advertisers to shift their spending to online video in droves.
The inexorable rise of the tablet, in fact, is likely to accelerate the trend. Predicted by research firm IDC to outsell PCs as early as 2017, smartphones and tablets have massively extended the reach of video ads. You can watch them on the train, on the couch, in the coffee shop, or even while meditating in the bathroom. If IDC is right, you don’t have to be a genius to figure out where advertisers are going to want to run their ads.
As Yuill puts it, “Banner ads do not work, but you already knew that.”