Wow, another year passed us by, where did that go? 2012 has been the year of digital video, with online video being the fastest-growing online ad format, with spending increasing by nearly 55% this year (e-marketer, 2012).
YouTube has continued to be a powerful marketing tool for brands, with over 800 million unique users visiting every month and 500 years of YouTube being watched every day on Facebook in 2012. Online video advertising has also hit its stride this year, with ad spending for online video rising 27% and the number of ads inserted into video increasing by a whopping 68% (adap.tv).
Video has proved even more popular with consumers in 2012, especially with the rise of mobile. Online video now accounts for 50% of all mobile traffic and up to 69% of traffic on certain networks (Bytemobile Mobile Analytics Reports, 2012). Video has also proved a powerful search engine optimisation tool. Video results have appeared in almost 70% of the top 100 search listing on Google this year (Marketing Week, 2012).
Digital video in 2013
2013 will see a significant growth in video viewing on mobile devices due to larger screens, stronger processors, better & faster mobile data coverage and of course the convenience of use. eMarketer predicts that there will be a 20% increase in the number of mobile video views.
Forbes predict that the combination of mobile and video will be the “catalyst” for mobile e-commerce in 2013. Brands will also start to ditch banner ads on smartphones as they wake up to the fact that they don’t work. Instead they will realise that video does and that it works even better on the fastest growing category of mobile : tablets.
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2013 will also see the new adwords for video coming to the fore as brands discover its power of combining the science of online advertising with the emotional engagement of video. YouTube will also continue to be an important marketing activity, with brands increasingly integrating video into their marketing campaigns.
The use of social video by brands will also continue to see significant growth, as brands use it to drive a number of their social media objectives, including generating engagement, increasing brand awareness and evoking a brand’s personality. Advertising will increasingly move from a 30 second slot people try to avoid on TV to social video content which viewers are willing to share with their social networks.